M.A. in Advertising

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 has allowed 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 M.A. 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.

Individuals graduating from this program will go on to work, either domestically or internationally, in advertising agencies as account executives, media strategists, research analysts or account planners. A graduate of the Institute will also be attractive to corporate marketing departments, media organizations, marketing firms, the event management field, branded entertainment, advergaming, motion picture marketing and nonprofit organizations.


Complete your degree in two years or less. Learn side-by-side with Dallas professionals in small class sizes, build your network, and gain hands-on knowledge through a project, thesis or internship in a Top 5 media market.SMU’s flexible advertising program is designed for marketing professionals who want to enhance knowledge, or those wanting career preparation while keeping options open. With small class sizes, industry professionals and leading academics as instructors, the Temerlin Advertising Institute promises unique networking opportunities and an applied education for real-world impact.


Core Courses

  • Marketing Communications Management
  • Consumer Insight & Persuasion
  • Advertising as a Cultural Force
  • Social Media Engagement Strategies
  • Metrics of Success
  • Advertising Campaigns


  • Cultural Intelligence in Advertising
  • Discovery courses: Dallas Ad Industry and SXSW
  • Practicum: Executive Internship
  • Responsibility and Social Entrepreneurship
  • International Advertising
  • Creativity, Art, and Problem-Solving
  • Account Planning

Admission to the graduate program in Advertising is very selective. Applicants will be expected to have an excellent undergraduate record in advertising or a related field. Previous work experience is desirable. Applicants from other disciplines will be considered provided they can show a keen interest in pursuing a career in advertising, prerequisite courses may be required on a case by case basis. Application to the Temerlin Advertising Institute is required for consideration.

For more information please email: TAIgrad@smu.edu.