Advertising Specialization

Tell Your Brand’s Story

In the advertising space today, competition is steep. Cutting through the noise requires expert creative strategy that can win over an audience’s hearts and minds—rather than just their clicks or wallets. This presents a challenge as well as a powerful opportunity for those looking to break into the industry.

As a student in the Advertising specialization, you will explore research, approaches and practices essential to creating successful advertising campaigns that resonate. You will learn to build a brand identity, and you will emerge prepared to tell stories and drive engagement for top-tier brands.

Specialization Courses

The courses for the advertising specialization comprise 9 of the 33 program credits. You will learn to develop successful advertising strategy, produce a media plan and leverage digital platforms to reach your intended audience. Explore specialization courses below.

Strategic Principles and Practices

In this course, you will explore the fundamentals of strategic planning as practiced in advertising, including problem assessment, competitive analysis, target-market profile, brand positioning, opportunity recognition, creative platform and creative executions.

Topics in Advertising: Communications Planning

This course will teach you to think critically about how consumers receive messages about products and services. You will use this knowledge to develop projects ranging from sales presentations to comprehensive media plans.

Digital Branding and Strategy

You will use this course to delve into the transformative role that digital media (websites, social networks, blogs, wikis, mobile) plays in the advertising industry and how consumers are reached and how they interpret messages from these digital platforms.

How Will You Craft Your Brand’s Identity?

Start building the skills with an online master’s in communications from Newhouse.

Why Choose an Advertising Specialization?

As a graduate of the Communications@Syracuse program with a specialization in advertising, you will build skills to advance your career and drive innovation within the communications industry. Discover the benefits of this specialization below.

Understand Your Audience

The Advertising specialization will teach you to think critically about how consumers receive messages about brands and products—and then build the target-market profile, creative approach and digital strategy to reach them. You will emerge prepared to develop intentional messaging that resonates with your audience, no matter who they are.

Grow Your Professional Network

Communications can be one of the most competitive industries to break into. At Newhouse, you’ll build a network of accomplished professionals—faculty and alumni—that you can use to grow your career long after graduation.

Prepare a Cutting-Edge Portfolio

An impressive portfolio is extremely important for many creative jobs across the communications industry; most companies review a candidate’s portfolio before anything else. Through the Advertising specialization, you’ll develop the skill set to craft a portfolio that stands out to future employers.

Learn From Advertising Professionals

Over the years, Newhouse has evolved into a leading communications school with a variety of advertising experts on staff. As a student, you’ll learn from professors like Brian Sheehan, who worked at Saatchi and Saatchi and managed accounts for top-tier brands including General Mills, Toyota, IKEA and Procter & Gamble.


"The communications and advertising fields are changing rapidly, and I am most excited to learn where these fields are headed. I knew that I wanted to continue my education, but I was adamant about finding a program that was exciting and inspiring. It is also fitting that as the communications industry turns its focus to the digital world, we are learning in a digital environment."

Natascha Trittis,
International Olympic Committee,
July 2015 cohort

Advertising Career Outlook

Our specialization will help you cultivate skills that can be applied across a variety of professions, including:

  • Account manager
  • Media director
  • Advertising director
  • Advertising manager
  • Marketing manager
  • Creative director

Drive the Future of Communications

Keep pace with the changing media landscape and help drive innovation with the Master of Science in Communications online from Newhouse.