Advertising as a cultural force can have a powerful impact on societies as well as brands. The rise of social media and the informed consumer allow advertisers to talk with (not at) consumers. Developing strategies for integrating consumers in branding decisions and developing long-term relationships with consumers are the keys to success.

Therefore, the Master of Arts in advertising program provides training in global, social, cultural and technological sensitivity to give students the understanding needed to engage consumers in brand conversations. Strategically sound messages are the conversation starters delivered to consumers using paid, earned and owned media. In addition to enhancing their understanding of traditional advertising theory and practice, students will learn about the use of cultural intelligence, consumer insights, social media, cause marketing, and data analytics as a means to create meaningful brands for customers.