advertising master thesis

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Marketing Theses and Dissertations

Theses/dissertations from 2023 2023.

How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim

Theses/Dissertations from 2022 2022

Spillover Effects in Product Customization , Samuel Babu Sekar

Theses/Dissertations from 2021 2021

External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann

Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu

Theses/Dissertations from 2020 2020

The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu

Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey

Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen

Theses/Dissertations from 2019 2019

How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell

Theses/Dissertations from 2018 2018

The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt

Theses/Dissertations from 2017 2017

Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan

The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin

Product Shadows and Ad Evaluations , Nazuk Sharma

Theses/Dissertations from 2016 2016

Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa

Branding Implications of Co-Created Social Responsibility , Alexander J. Kull

Theses/Dissertations from 2015 2015

How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo

Theses/Dissertations from 2014 2014

Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan

Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata

Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs

Theses/Dissertations from 2012 2012

Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat

Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko

Theses/Dissertations from 2010 2010

Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka

Theses/Dissertations from 2009 2009

An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker

Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming

Theses/Dissertations from 2008 2008

Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer

Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson

Theses/Dissertations from 2007 2007

Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon

The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle

Theses/Dissertations from 2005 2005

The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat

Theses/Dissertations from 2004 2004

Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott

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MS in Advertising

Are you ready to advance your advertising career.

The part-time Master of Science in Advertising at Boston University—a hands-on, professional program offered through BU’s College of Communication (COM) and Metropolitan College (MET)—offers solutions to contemporary marketing problems from strategic, creative, and technological perspectives.

As the advertising industry evolves to meet new consumer patterns and navigate competitive challenges at the dawn of a new decade, new opportunities are emerging in the field. The ability to think creatively and develop novel approaches to advertising is essential to meeting the needs of brands, businesses, and clientele in a changing marketplace.

Program at a Glance

• Part-Time Study*
• 18–24 Months to Completion
• No GRE/GMAT
• Tuition & Fees—Part-Time Study**: $39,300

*International students requiring a visa are not eligible for admission to part-time programs that are only available on campus. **Based on 2024–2025 Boston University tuition and fees. Merit scholarship may reduce cost.

Develop Creative and Strategic Skills in Advertising

Guided by industry professionals and communication experts, BU’s Advertising master’s degree program provides a sound understanding of the principles of digital advertising while developing your ability to communicate ideas using coherent, persuasive skills in writing and oral presentation. BU’s MS in Advertising curriculum covers:

• Interactive Media
• Branding and Creative Development
• Advertising Management and Strategy
• International Marketing
• Mass Communication

You can customize BU’s Advertising master’s degree program to your needs by choosing a sequence of courses that provide an understanding of interactive, digital content, or by focusing more specifically on international marketing and management. We also make sure you master the arts of presenting your pitch and working collaboratively—skills that give you an edge in the daily challenges of any job.

Request Information

Receive more details about your program of interest.

“I have started a new job at Salesforce, managing product marketing for digital commerce and digital experience solutions. I would not have been able to land this job without my Advertising degree from BU. I have loved my classes, professors, teammates, and projects. The material I learned has helped me interview confidently at digital software companies, where I did not have any relevant work experience.” — Katherine Milne (MET’17) , Salesforce

Explore Careers in Advertising

Why earn a master’s degree in advertising at bu.

• Active Learning Environment: BU’s advertising and communication courses ensure you get the attention you need while focusing on case studies, hands-on practice, market research, and analysis of what works.
• Career Counseling: MET’s Career Development office and BU’s Center for Career Development offer a variety of job-hunting resources, including one-on-one career counseling by appointment for both online and on-campus students.
• Engaged Faculty: In BU’s MS in Advertising graduate program, you benefit from working with industry veterans and experts who can introduce you to the real-world dynamics of the field, along with the essentials of digital strategy, search-engine marketing, branding, creative, media, marketing, mass communication, and accounting.
• Extensive Network: Study alongside peers with solid advertising, marketing, and communications experience; learn from faculty and agency pros who have valuable contacts in the industry; and benefit from an alumni community with strong professional connections.
• Student Support: Enjoy an exceptional student-to-instructor ratio, ensuring close interaction with faculty mentors and access to support.
• Valuable Resources: Make use of Boston University’s extensive resources, including the Center for Career Development , Center for Mobile Communication Studies , Communication Research Center , Fitness & Recreation Center , IT Help Centers , Mugar Memorial Library , Center for Antiracist Research , Howard Thurman Center for Common Ground , George Sherman Union , and many others.
• Flexible Options: Study at the pace that works for you, evenings on campus with courses that begin fall, spring, and summer.
• Merit Scholarships: US citizens and permanent residents are automatically considered during the application process and nominated based on eligibility. Learn more.

Master the Skills to Excel in the Competitive Advertising Industry

Offered part-time by Metropolitan College in collaboration with the College of Communication, Boston University’s MS in Advertising program develops the diverse skills required to create, develop, market, and manage a full ad campaign in a competitive marketplace.

Our convenient, evening courses combine core advertising fundamentals with the latest approaches in digital content and marketing, preparing you to compete in the fast-paced, ever-changing world of communication—whether you wish to enter this rewarding field, or seek to enhance your current industry knowledge and experience.

Graduate with Expertise

Boston University’s Advertising master’s degree will equip you with:

• An ability to solve contemporary marketing problems from strategic, creative, and technological perspectives.
• A sound understanding of the principles of digital advertising.
• Proficiency in the communication of ideas using coherent persuasive skills in writing and oral presentation.

Master’s in Advertising Curriculum

Students in the MS in Advertising program must maintain a grade point average of at least 3.0 to remain in good standing and to graduate. No grade below B- in any course may be applied toward the degree. Students with grade point averages below 3.0 will be placed on academic probation and must be in a position to achieve a 3.0 within the 40 required credit hours for graduation or be subject to dismissal.

Core Courses

Met cm 707 writing for media professionals.

Introduction to basic formats, including news releases, editorials, features, profiles, scripts, and basic copy qualities such as readability, clarity, crispness, color, and organization. Emphasis on developing the ability to write copy for varied audiences. Regular writing assignments; considerable rewriting. Includes lead writing, editing, and interviewing.   [ 4 cr. ]

MET CM 708 Principles and Practices of Advertising

Overview of the nature, function, practice, and social, economic, and behavioral aspects of advertising. Student teams develop advertising plans, create campaigns, and explore problems of account management, creativity, production, and ethics.   [ 4 cr. ]

MET CM 719 Interactive Marketing Communications

An overview of the theories, practices, and techniques in the emerging field of interactive marketing communications (IAMC). Students gain an understanding of the strategy and tactics of IAMC and its place in the more comprehensive field of marketing communications. In addition, students review IAMC's relationship to and its effects on society, culture, and the economic system. The course will explore almost all the ways interactive marketing can be practiced via the Internet: historical introduction, dotcom era, basic principles, database marketing, etail, email, search (SEO & SEM/PPC), display advertising, social networking, gaming, mobile, et al.  [ 4 cr. ]

(Seven courses/28 credits)

MET CM 702 Advertising and Society

Analyzes the impact of advertising on individuals and society and evaluates the ethical, moral, and legal questions relating to the advertising industry. The history of advertising and the rise of consumerism will be studied to create a paradigm for understanding the social effects of advertising. Students will study the issues of advertising in cyberspace and questions of privacy and protection from intrusive communication messages.  [ 4 cr. ]

MET CM 704 Contemporary Mass Communication

Overview of and current trends in the contemporary mass media labor force. Topics include career opportunities in print, film, broadcast, and digital media; changing relationships between media; contemporary patterns of ownership and audience attention; how the media select their content, how they are financed, and how they are related to agencies of control; and ethical issues and controversies regarding media content and influences.   [ 4 cr. ]

MET CM 711 Consumer Insight and Account Planning

Grad Prereq: MET CM 708 Explores how to arrive at consumer insights that lead to better advertising and promotion. The course focuses on the set of skills necessary to create breakthrough advertising, including qualitative research, observation, interviewing skills, mapping, and presentation tools. Students learn to write effective creative briefs.   [ 4 cr. ]

MET CM 717 Fundamentals of Creative Development

Examines the creative process in advertising, including concept development, copywriting, layout, and campaign strategies. Emphasis is on print advertising, but radio and television commercials are also included. Assignments include consumer and trade advertisements for both new and mature products.  [ 4 cr. ]

MET CM 721 Advertising Management

Prereq: MET CM 708 Administration of a complete advertising program. Case study method used to explore the marketing mix, budgeting, media strategy, planning, coordinating advertising with promotion, working with client or agency, and the social responsibility of advertisers.  [ 4 cr. ]

MET CM 726 Strategic Brand Solutions

Explores the impact of current advertising/marketing issues from business, economic, political, social, legal, and ethical perspectives. Modified case method, with lectures from experts on selected issues.   [ 4 cr. ]

MET CM 736 New & Traditional Media Strategies

Examines media planning, buying and sales as performed by advertising agencies, clients, and the media. Research sources providing data on media audiences and product usage are evaluated. Examines contemporary trends in communications media and their effects on advertisers.   [ 4 cr. ]

MET CM 714 Video in the Digital Age

The role of video has become even more significant in terms of the digital environment for branded content, webisodes, viral video, corporate micro-documentaries, and instructional/educational website content. How this is integrated with, and disseminated by, social media is key. In addition, budgetary constraints in relation to work for the web often require a different creative approach than traditional broadcast media. This course explores the creative development of video concepts and introduces students to basic production techniques as they relate to the development of video geared for the web. This is mainly a writing and concept development course. Some rudimentary editing techniques are discussed throughout the semester.  [ 4 cr. ]

MET CM 716 Digital Communication

This course is designed to introduce students to using new media tools for creating media communication. Students build an integrated campaign and web site using software, which includes Photoshop, InDesign, iMovie, Dreamweaver and Flash. Students develop an understanding of the process of design consisting of: ideation, strategy and execution. Permission required for non-MET students. Contact Metropolitan College, 1010 Commonwealth Avenue, Room 124 (617- 358-5643) for more information.  [ 4 cr. ]

MET CM 737 Social Networks in Strategic Communication Planning

The purpose of MET CM737, Social Networks in Strategic Communication Planning, is to help students understand the rapid evolution in marketing and communications brought on by the shift in technology that has forever changed traditional media and launched powerful new communications platforms via social media. This course will focus on communications strategy -- where it's been, where it's going with a focus on executing strategies through social media platforms that align with overall business (brand) goals and objectives. To help gain this perspective, students will learn from various experts (guests to class) and hands-on exercises designed to give all students a solid baseline for the dominant and tertiary social media platforms. I fully believe that the best way to learn and understand social media is to jump in and engage with the different platforms. This class will encourage and insist that you engage with at least two social media platforms so you can bring this first-hand knowledge to class.  [ 4 cr. ]

MET CM 739 Principles of Search Engine Marketing

In this course students will become familiar with the basics of Search Engine Optimization and Search Engine Advertising and how these new rapidly growing areas fit into the marketing communications planning process. The course will cover topics such as how search engines work, how users search, how to optimize a website for search engines, how to develop a Search Engine Advertising campaign and how to measure success. At the end of the semester students will present a strategically executed Search Engine Marketing plan. Prerequisite for the course is MET CM 719, Interactive Marketing Communication or permission of the instructor.  [ 4 cr. ]

MET CM 744 Design and New Media

Provides knowledge and practice for effective graphic design for all media. Develops a foundation in design principles and software skills including Illustrator, Photoshop, and InDesign. Students create projects demonstrating how graphic design is used to engage an audience and enhance comprehension of all forms of mass communication from traditional print to new media.  [ 4 cr. ]

MET AD 632 Financial Concepts

• Quantitative Reasoning II
• Critical Thinking

MET AD 725 Negotiations and Organizational Conflict Resolution

A communications skills course designed to better understand the nature of conflict and its resolution through persuasion, collaboration, and negotiation. Students will learn theories of interpersonal and organizational conflict and its resolution as applied to personal, corporate, historical, and political contexts. Students will assess their own styles, skills, and values, and develop techniques to better resolve disputes, achieve objectives, and exert influence.   [ 4 cr. ]

MET AD 733 Leadership in Management

What does it mean to be a good leader? Can key elements of good leadership be identified? This dynamic course will start with an exploration of traditional and contemporary models of leadership, leadership development and management training. From there, participants will assess their own personal skills, preferences, aptitude and readiness to confront the challenges of leadership through a series of exercises, simulations and hands-on activities. Key elements of leadership, such as visiting, communicating, decision-making, team building and motivating will be studied and practiced. This course combines a thorough review of the theoretical aspects of leadership with the opportunity for "real world" applications through experiential learning.  [ 4 cr. ]

MET AD 741 The Innovation Process: Developing New Products and Services

Addresses the specifics of new product and service development and fostering innovation and technology to increase performance. Topics include generating and screening initial ideas; assessing user needs and interests; forecasting results; launching, and improving products and programs; bringing innovation to commercial reality.   [ 4 cr. ]

MET AD 852 International Market Research

Examination of major marketing issues affecting companies operating in a global environment. Students will achieve an understanding of the economic, political, and cultural differences among nations as they affect marketing opportunities and operations. Develop skills to identify and evaluate international marketing opportunities. 4cr.  [ 4 cr. ]

MET AD 857 Marketing Strategies

Strategic and operational marketing issues arising in the firm's operations. Topics include market screening, decisions, entry strategies, product/service development, as well as designing the marketing plan and its implementation. 4 cr.  [ 4 cr. ]

MET AD 860 International Advertising

Concepts, theories and practice of international, multinational and global advertising. A thorough and contemporary study of the impact of globalization on marketing communications and particularly advertising. The environment of worldwide advertising, the advertising mix and worldwide management.  [ 4 cr. ]

MET AD 648 Ecommerce

The course provides a detailed examination of the history of e-commerce, along with important concepts related to the ways that businesses can successfully use Internet and Web technology. Students are introduced to the concepts and problems associated with electronic commerce. Topics include comparison of e-commerce procedures, payment mechanisms, applications in different industry sectors, security, the challenges of starting and maintaining an electronic business site, as well as a comparison with traditional business practices. The development of a WordPress-themed website is a minor feature of the course. 4cr.  [ 4 cr. ]

MET AD 670 Creative Multimedia: Tools, Design, and Application

Prereq: MET AD648 Introduces creative aspects of Web design using application programs such as Flash and Rixio/Adobe Multimedia. Students will have an opportunity to develop applications that integrate text content with video, digital photographs, computer animation, and computer graphics for website enhancement. This course will also focus on the exploration of a range of issues such as principles of good Web design and use of multimedia/Flash in major business applications. Students will create projects that integrate digital media, digital sound, and computer animation for e-learning, e-commerce, and related application areas.  [ 4 cr. ]

MET AD 737 Innovative Marketing Techniques

This course will provide you with the theoretical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you'll need to perform vital daily functions. The course includes discussions of both B2B and B2C and looks at marketing and communications from an integrated, business-wide perspective. The goal is to appreciate principles and practice of online marketing. Topics include integrated innovative marketing strategy, search engine marketing, email marketing, and social media. 4cr.  [ 4 cr. ]

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Tuition & financial assistance, competitive tuition, comprehensive financial assistance, how much does this program cost.

Tuition, fees, and total program cost are determined by enrollment status. Course enrollment in this program is 1–2 courses (4–8 credits) in a semester, and tuition is charged as a part-time per-credit rate .

MS in Advertising (On Campus)

* Based on 2024-2025 Boston University tuition & fee rates. ** Cost per credit is determined by course number (100–599 = $550/credit, 600–999 = $975/credit).

Questions? Please contact us to hear from an Admissions Advisor who can help you determine the best enrollment pathway. For information regarding financial aid, visit BU MET’s Financial Aid page .

Get Started

Please visit the BU MET admissions page for details on how to apply, financial assistance, tuition and fees, requirements for international students, and more.

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