Academic Programs Catalog

The department offers two programs leading to the Master of Arts degree: one in advertising and public relations, and one in public relations. The Master of Arts Degree in Public Relations is currently in moratorium. Both programs provide an intensive professional preparation for careers in these fields. Course work focuses on the general principles and practices underlying all advertising and public relations activities, as well as specialized areas of social media, management, media planning, consumer behavior, social marketing, or research.

The department offers a Master’s of Arts degree in Advertising and Public Relations. The program provides intensive professional preparation for careers in these fields. The flexible curriculum allows students to design a custom program to meet their career goals or to focus on one of four rapidly growing areas of Advertising and Public Relations: digital and social media; health, science, and the environment; social impact; or research for advertising and public relations.

The master's degree program is available under either Plan A (with thesis) or Plan B (without thesis).  Early in their studies, students work with their advisor to decide which plan best fits their personal and professional goals. The student's master's degree program must be approved by the student's academic advisor.

In addition to meeting the requirements of the university and of the College of Communication Arts and Sciences, students must meet the requirements specified below.

Admission

Admission to departmental programs is determined by an evaluation of information regarding the applicant's academic record, goals and motivation, experience, personal references, and other items submitted as indicators of intellectual, creative, and administrative capabilities. The Graduate Record Examination (GRE) General Test is also required. The Graduate Management Admission Test (GMAT) is not required, but scores on this test may be submitted.

To be admitted to either the Master of Arts degree in Advertising and Public Relations, the applicant must submit:

1. a Graduate School application.
2. an official copy of all transcripts.
3. three letters of recommendation.
4. a statement of purpose outlining academic and professional goals.
5. a personal background statement.
6. Test of English as a Foreign Language (TOEFL) scores, if applicable.
7. a resume. 

Although evidence other than grades influences the admission decision, the Department uses the following guidelines: students whose grade–point averages for the third and fourth years of undergraduate study are 3.25 or better may be admitted to regular status; students whose grade–point averages are 3.00 to 3.24 may be admitted to provisional status; and students whose grade--point averages are below 3.00 are rarely admitted.

A background in advertising and/or public relations, either from experience or from undergraduate study, is necessary before students can begin graduate study. Students without adequate background will be required to remedy significant deficiencies through collateral course work or individual study.

Requirements for the Master of Arts Degree in  Advertising and Public Relations

At least 30 credits are required for the degree under either Plan A or Plan B.

Requirements for Both Plan A and Plan B (15 credits):
1.	All of the following courses:
	ADV	800	Advertising and Public Relations Theory							3
	ADV	815	Ethical Practice in Advertising and Public Relations							3
	ADV	825	Advertising and Public Relations Strategies							3
	ADV	835	Multimedia Content Creation for Advertising and Public Relations							3
	COM	803	Introduction to Quantitative Research Methods							3
Additional Requirements for Plan A (15 credits):
1.	The following course (4 to 8 credits):
	ADV	899	Master's Thesis Research							4 to 8
2.	Additional elective course work at the 400-level or above to meet the 30 credits required for the degree. The course work must be approved by the student’s academic advisor. Not more than 6 credits in ADV 890 and ADV 893 combined may be counted toward the requirements for the Master of Arts Degree in Advertising and Public Relations. Not more than 6 elective credits may be taken from outside the College of Communication Arts and Sciences.
3.	Completion of a master's thesis.
Additional Requirements for Plan B (15 credits):
1.	Additional elective course work at the 400-level or above to meet the 30 credits required for the degree. The course work must be approved by the student’s academic advisor. Not more than 6 credits in ADV 890 and ADV 893 combined may be counted toward the requirements for the Master of Arts Degree in Advertising and Public Relations. Not more than 6 elective credits may be taken from outside the College of Communication Arts and Sciences.
2.	The final certifying experience is a poster presentation during the semester of graduation.

This program is accredited by the Higher Learning Commission, but it is not currently eligible for federal student loans.

International Digital Advertising is a two-country residential program in which students access an international experience that provides intensive professional preparation for international careers, with an emphasis on China and the United States. Through two years of study, research and practice, students will gain a full understanding of the development of media convergence, strengthen their innovative thinking and widen their international vision. The program embraces a three-in-one teaching system of cultural literacy, professional ability and practical innovation. Students will also have the ability to apply professional knowledge, theories, and methods comprehensively to engage in professional research and relevant practical work. Students spend their first year at the Communication University of China’s campus in Hainan province, and year two studying at Michigan State University in East Lansing.

Admission

In addition to meeting entrance requirements of Communication University of China, Michigan State University, and the MSU College of Communication Arts and Sciences, students must meet the requirements specified below. Students electing this program are not required to complete the Chinese unified national graduate entrance examination.

Admission is determined by an evaluation of information regarding the applicant's academic record, goals and motivation, experience, personal references, and other items submitted as indicators of intellectual, creative, and administrative capabilities.

To be admitted, the applicant must submit to MSU: 

1. a Graduate School application,
2. an official copy of all transcripts,
3. three letters of recommendation,
4. a statement of purpose outlining academic and professional goals,
5. a personal background statement,
6. Test of English as a Foreign Language (TOEFL) scores, if applicable,
7. a resume.

Although evidence other than grades influences the admission decision, the Department uses the following guidelines: 

1. students whose grade-point averages for the third and fourth years of undergraduate study are 3.25 or better may be admitted to regular status; students whose grade-point averages are below 3.25 are rarely admitted,
2. a background in advertising and/or strategic communication, either from experience or from undergraduate study, is necessary before students can begin graduate study.

Students without adequate background will be required to remedy significant deficiencies through collateral course work or individual study. 

Requirements for the Master of Arts Degree in International Digital Advertising

At least 30 credits are required for the degree under either Plan A (with thesis) or Plan B (without thesis). The students program of study must be approved by the students academic advisor.

Requirements for Both Plan A and Plan B:

1. Complete 12 credits of required course work in residence at the Communication University of China-Hainan International College.
2. Complete 18 credits of elective course work at the 400-level or above in residence at Michigan State University. Courses may be selected from any relevant offerings in the Department of Advertising and Public Relations or College of Communication Arts and Sciences in consultation with the student’s academic advisor.

Additional Requirements for Plan A:

1. Complete 4 credits of ADV 899 Master’s Thesis Research.
2. Completion of a master's thesis in the form of a formal research project (qualitative or quantitative) that answers an important theoretical question.

Additional Requirements for Plan B:

1. Completion of a qualifying culmination experience fulfilled by either a research paper resulting from an independent study with a faculty member or a report describing an internship undertaken with a professional company in advertising, public relations or a closely related field. The experience must be documented through poster presentation during the semester of graduation. Students graduating in summer must present during the prior spring semester.

This program is accredited by the Higher Learning Commission, but it is not currently eligible for federal student loans.

International Digital Advertising is a two-country residential program in which students access an international experience that provides intensive professional preparation for international careers, with an emphasis on China and the United States. Through two years of study, research and practice, students will gain a full understanding of the development of media convergence, strengthen their innovative thinking and widen their international vision. The program embraces a three-in-one teaching system of cultural literacy, professional ability and practical innovation. Students will also have the ability to apply professional knowledge, theories, and methods comprehensively to engage in professional research and relevant practical work. Students spend their first year at the Communication University of China’s campus in Hainan province, and year two studying at Michigan State University in East Lansing.

Admission

In addition to meeting entrance requirements of Communication University of China, Michigan State University, and the MSU College of Communication Arts and Sciences, students must meet the requirements specified below. Students electing this program requires successful completion of the Chinese unified national graduate entrance examination.
Admission is determined by an evaluation of information regarding the applicant's academic record, goals and motivation, experience, personal references, and other items submitted as indicators of intellectual, creative, and administrative capabilities.

To be admitted, the applicant must submit to MSU:

1. a Graduate School application,
2. an official copy of all transcripts,
3. three letters of recommendation,
4. a statement of purpose outlining academic and professional goals,
5. a personal background statement,
6. Test of English as a Foreign Language (TOEFL) scores, if applicable.
7. a resume.

Although evidence other than grades influences the admission decision, the Department uses the following guidelines: 

1. students whose grade-point averages for the third and fourth years of undergraduate study are 3.25 or better may be admitted to regular status; students whose grade-point averages are below 3.25 are rarely admitted,
2. a background in advertising and/or strategic communication, either from experience or from undergraduate study, is necessary before students can begin graduate study.

Students without adequate background will be required to remedy significant deficiencies through collateral course work or individual study. 

Requirements for the Dual Degree Master of Arts in International Digital Advertising

At least 46 credits are required for the degree under either Plan A (with thesis) or Plan B (without thesis). The students program of study must be approved by the students academic advisor.

Requirements for Both Plan A and Plan B:

1. Complete 28 credits of required course work in residence at the Communication University of China-Hainan International College.
2. Complete 18 credits of elective course work at the 400-level or above in residence at Michigan State University. Courses may be selected from any relevant offerings in the Department of Advertising and Public Relations or College of Communication Arts and Sciences in consultation with the student’s academic advisor.

Additional Requirements for Plan A:

1. Complete 4 credits of ADV 899 Master’s Thesis Research.
2. Completion of a master's thesis in the form of a formal research project (qualitative or quantitative) that answers an important theoretical question.

Additional Requirements for Plan B:

1. Completion of a qualifying culmination experience fulfilled by either a research paper resulting from an independent study with a faculty member or a report describing an internship undertaken with a professional company in advertising, public relations or a closely related field. The experience must be documented through poster presentation during the semester of graduation. Students graduating in summer must present during the prior spring semester.

Requirements for the Master of Arts Degree in Public Relations

At least 30 credits are required for the master's degree in public relations under either Plan A or Plan B.

Requirements for Both Plan A and Plan B (15 credits):
1.	All of the following courses:
	ADV	850	Public Relations Management							3
	ADV	855	Public Relations Theories							3
	ADV	860	Media Relations							3
	COM	803	Introduction to Quantitative Research Methods							3
	MKT	805	Marketing Management							3
Additional Requirements for Plan A (15 credits):
1.	The following course (4 to 6):
	ADV	899	Master's Thesis Research							4 to 8
2.	Additional credits from the courses listed below, or in other courses, as approved by the student's academic advisor (7 to 11 credits):
	ADV	823	Consumer Behavior Theories							3
	ADV	830	Seminar in Social Marketing							3
	ADV	836	Media Innovations							3
	ADV	843	Strategic Brand Communication							3
	ADV	846	Media Strategy							3
	ADV	865	Advertising and Society							3
	ADV	890	Independent Study							1 to 6
	ADV	892	Special Topics							3 to 9
	ADV	893	Internship							1 to 3
	Not more than 6 credits in ADV 890 and ADV 893 combined may be counted toward the requirements for the Master of Arts degree in Public Relations.
Additional Requirements for Plan B (15 credits):
1.	Fifteen additional credits, from the courses listed below, or other courses, as approved by the student’s academic advisor.
	ADV	823	Consumer Behavior Theories							3
	ADV	830	Seminar in Social Marketing							3
	ADV	836	Media Innovations							3
	ADV	843	Strategic Brand Communication							3
	ADV	846	Media Strategy							3
	ADV	865	Advertising and Society							3
	ADV	890	Independent Study							1 to 6
	ADV	892	Special Topics							3 to 9
	ADV	893	Internship							1 to 3
	Not more than 6 credits in ADV 890 and ADV 893 combined may be counted toward the requirements for the Master of Arts degree in Public Relations.
The final certifying experience is a poster presentation during the semester of graduation.