|
|
Program in Global Marketing Communication and Advertising
School of Communication
Emerson College, Boston, Massachusetts
 Detailed InformationProgram of StudyGlobal marketing communication professionals are prepared to assist companies in establishing a worldwide presence and building brands that transcend national barriers, while simultaneously responding to the needs of consumers in particular local cultures.
Based on research and analysis within a cross-cultural framework, the Emerson College Master of Arts in Global Marketing Communication & Advertising (GMCA) Program focuses on the strategic integration of advertising, public relations, branding, and direct and interactive marketing. Gaining a comprehensive understanding of the economic environment, partnerships, and cooperative strategies of the global market, students are prepared to manage the financial and strategic elements of marketing in a worldwide context.
The GMCA program is a one-year, full-time program in which all students move through the sequence of courses together as a cohort. The program culminates in a two-week capstone class during which students experience the process of an actual campaign pitch. As the final step of the program, Master of Arts (M.A.) degree candidates complete an internship at an organization anywhere in the world. Taking with them all that they have studied and learned, the internship is their opportunity to draw on real-world experience, classroom exercises, and their capstone.
For more information about Emerson’s M.A. in Global Marketing Communication & Advertising Program, students should visit the Web site at http://admission.emerson.edu/admission/graduate/academics/gmca.cfm. Research FacilitiesThe Emerson College library has more than 200,000 volumes, 20,000 journals (paper and electronic), 8,000 e-books, 10,000 nonprint materials, and 10,000 microforms in its collection that focuses on communication studies and the performing arts. Through membership in the Fenway Consortium, graduate students have access to more than 2 million volumes. Computer-assisted reference services provide bibliographic databases through Dialog, BRS, and other online services. The Online Computer Library Center is used for student research support.
M.A. candidates gain valuable hands-on experience in the Media Services Center, which provides students with access to approximately 2,400 films, videos, laser discs, and DVDs. The center is home to audio, video, and multimedia production facilities; a video studio; and several nonlinear editing suites comparable to those of any television studio in a major U.S. city. In addition, a marketing suite that opened in fall 2003 features a focus group room with an observation booth. There are also fully mediated classrooms. Financial AidEmerson College offers several financial assistance programs that make an Emerson education possible: merit-based awards (domestic and international applicants), low-interest federal loans (domestic applicants only), Federal Work-Study (domestic applicants only), private loans (domestic and international applicants), Student Employment (domestic and international applicants), and alternative payment plans (domestic and international applicants). For detailed information, prospective students should visit the Office of Student Financial Services Web site at http://www.emerson.edu/financial_services. Cost of StudyTuition for the 2008–09 academic year is $886 per credit hour. Other fees vary and may apply. Living and Housing CostsThough on-campus housing is not available for its graduate students, the Emerson College Office of Off-Campus Student Services (http://www.emerson.edu/offcampus_housing/) offers assistance in finding housing, including local apartment listings, realtor lists, temporary accommodations, search tips, pertinent neighborhood information, a roommate networking service, and more. Costs for housing are comparable to those of rental properties available in larger East Coast cities. Student GroupMore than 950 graduate students representing forty-five states and sixty countries are enrolled in Emerson programs. Student OutcomesGraduates have found opportunities as account supervisors, marketing managers, and communication consultants in multinational corporations, international nonprofit organizations, and advertising agencies. Among recent employers are Avon, Disney, Greater Boston Convention Center and Visitors’ Bureau, Levi Strauss, the National Geographic Society, and the United Nations. LocationSituated in the heart of downtown Boston, Emerson offers access to the vast resources of a city that is home to the nation’s finest educational institutions and an international hub of culture, media production, writing, publishing, communication, commerce, and medical innovation. Boston is a career launching pad for Emerson’s students, many of whom intern or work at world-renowned organizations throughout the city. Emerson students from around the country and the world absorb the city’s unique blend of local and global culture, and many find that Boston is an education in itself. The CollegeEmerson College, founded in 1880 by Charles Wesley Emerson, has expanded upon its original mission of promoting the study of oratory and the performing arts by offering some of the nation’s most distinctive graduate programs in communication. ApplyingEmerson’s graduate programs welcome applicants from across the United States and around the world. Admission is competitive and selective. The College is looking for students whose academic and professional backgrounds, communication skills, and passion for the field meet the demands of their chosen program and promise a successful career.
The priority application deadline to be considered for merit aid is March 1. Applications that are not complete by the final March 1 deadline are not reviewed by the admission committee. Applicants are responsible for ensuring the completion of their application. Application fees are nonrefundable; application forms and supporting materials become the property of the Office of Graduate Admission once they are sent to the office and are not returned.
All application materials, with the exception of GRE/GMAT test scores, must be submitted together in one package to ensure timely review. A complete application includes the application form (students may apply online or download the PDF version), the application fee ($60 for domestic applicants; $75 for international applicants), official transcripts from all colleges/universities previously attended, three letters of recommendation (by persons best able to assess academic and professional qualifications, including motivation and goals), GRE/GMAT test scores, two essay responses, and a professional resume.
Applicants whose native language is not English must provide evidence of English proficiency by submitting official TOEFL or IELTS test results. (Students from India and the Philippines are considered nonnative English speakers and are required to take the TOEFL.) Emerson College’s school code for the TOEFL is 3367; no department code is needed. The minimum TOEFL score is 550 on the paper-based test (213 on the computer-based test or 80 on the Internet-based test). The minimum IELTS score is 6.5. Applicants who do not meet this requirement will not be reviewed for admission. For more information about these tests, students should visit http://www.toefl.org or http://www.ielts.org.
Decisions are made on complete applications within six to eight weeks. Deadlines for merit-based and federal aid applications for fall are March 1 and April 1, respectively. Students seeking additional information about financing their graduate education should visit http://www.emerson.edu/financial_services/info-grad.cfm/. The Faculty and Their Research
- Joann M. Montepare, Chair of Marketing Communication and Associate Professor of Psychology; Ph.D., Brandeis. Dr. Montepare is a social-developmental psychologist who teaches courses in social psychology, developmental psychology, nonverbal communication, and face perception. Her research in person perception, emotion communication, and age-identity across the life span has been widely published in prominent journals such as the Journal of Personality and Social Psychology, Developmental Psychology, Psychology and Aging, Advances in Experimental Social Psychology, Science, and Communication Research. Dr. Montepare has also contributed to edited books such as First Impressions, Ageism: Stereotyping and Prejudice Against Older Persons, The Social Psychology of Stigma, and Evolution and Social Psychology. She is the Associate Editor for Special Issues for the Journal of Nonverbal Behavior and serves on the editorial board for the Journal of Adult Development.
- Timothy Edgar, Graduate Program Director, Health Communication Program, and Associate Professor of Marketing Communication; Ph.D., Purdue. Dr. Edgar’s professional career has been devoted to conducting quantitative and qualitative health-communication research on topics as diverse as HIV/AIDS, physical activity for adolescents, childhood and adult immunization, diabetes, epilepsy, and peptic ulcers. Prior to working at Emerson, Dr. Edgar was a Senior Study Director with Westat, a social science research firm in Rockville, Maryland. Dr. Edgar has also taught health communication and research methods at the University of Maryland, University of Wisconsin, and The George Washington University. Dr. Edgar has published widely in professional journals such as the Journal of Health Communication, Health Education Research, and Health Communication, and he has contributed to edited volumes such as The Handbook of Health Communication. He also co-edited the book, AIDS: A Communication Perspective. Dr. Edgar currently serves on the editorial board of Health Communication, and the Journal of Health Communication.
- Thomas Vogel, Graduate Program Director, Global Marketing Communication and Advertising Program and Associate Professor of Marketing Communication; M.F.A., Academy of Fine Arts (Stuttgart). Mr. Vogel is a specialist in strategic communication on the Internet, online usability, and branding on the Internet. At the University of Applied Sciences in Wiesbaden, Germany, he was a Professor of Media Design in the Department of Media Management and also served as the Founding Dean from 1993 to 1999. Professor Vogel is an active public speaker, panelist, and consultant and is involved in special projects for the Internet, advertising, and multimedia. His current research focuses on the strategic design and usability aspects of interactive media, developing efficient experience design and online communication. He is also a founding partner of Mediaman, a German-based communications agency that specializes in integrated communication and advertising with a special focus on interactive communication. Formerly, he has worked as art director and creative director in New York City at Grey Advertising, Lois GGK, J. Walter Thompson, and Communication House.
- Cathy Waters, Graduate Program Director, Integrated Marketing Communication Program and Executive-in-Residence; M.B.A., Boston College. Ms. Waters is a specialist in market analysis, forecasting, technical sales and sales management, personnel recruitment/development, and customer relations. Her career has spanned both the academic and professional worlds. Before coming to Emerson, she served on the faculty of Boston College’s Carroll School of Management where she taught undergraduate and graduate courses in marketing, applied marketing management, product planning, and strategy as well as professional selling and sales management. Complementing her academic work is twelve years of experience in the corporate world with IMB where she held positions in sales and marketing management. Her combined expertise comes together in cases published in Strategic Marketing Management Cases and the Journal of Business Research.
- William G. Anderson, Executive-in-Residence; M.B.A., Pennsylvania (Wharton). Mr. Anderson brings extensive, high-level experience to his teaching having worked for such corporations as Welch, Currier, Curry, Anderson, and Hill, Holliday, Connors, Cosmopulos. He has worked on major advertising assignments for brands, including Ameritech and Ocean Spray. At Emerson, Anderson collaborated to develop Marketing Finance for the IMC program and Financial and Strategic Context of Global Market Planning. His reputation for exceptional teaching has made his “Brands” classes very popular.
- Karl Baehr, Executive-in-Residence; Ph.D., Regent University (Virginia). Dr. Baehr is a communication professional, scholar, and corporate leader whose career of more than twenty-five years is highlighted by a series of successes in new media and technology venture evolution, communication curriculum development, and pedagogy. He has extensive knowledge of mass media and Internet new media industries, marketing strategies and tactics, communication technologies and trends, broadcasting operations and management, audience research methods, distance education, and computer-mediated communication.
- Silvia Hodges, Executive-in-Residence; Ph.D. candidate, Nottingham Trent (England). Ms. Hodges is a pioneer in legal marketing with expertise in continental European jurisdictions. Over the course of ten years as a communications and business development consultant, she has written several books and articles on law firm marketing. She is the founder of the Legal Marketing Italia network, writes a regular column on legal marketing for Italia Ogg, and has conducted professional seminars and workshops on legal marketing in Italy, Germany, England, and the United States. As a recipient of a scholarship from the German Department of Education and Research, she is completing her doctoral studies in law firm marketing with a special focus on marketing legal services to medium-size companies.
- Abbott Ikeler, Executive-in-Residence; Ph.D., London. Dr. Ikeler taught literature and writing at Bowdoin College, University of Muenster, and Rhode Island College before entering the corporate world. His academic achievements include a Senior Fulbright Fellowship, a book on nineteenth-century aesthetics, and numerous articles on Victorian fiction. From the mid-1980s to 2001, he held public relations and advertising positions with three multinational organizations and a full-service agency. Immediately before coming to Emerson, Dr. Ikeler was Director of Communications and Public Affairs for the Internet and Networking Division of Motorola, a post he held for three years. The focus of his current research is global public relations, especially the impact of such nonmedia influencers as industry and financial analysts.
- Julie C. Lellis, Instructor of Marketing Communication; Ph.D. candidate, North Carolina at Chapel Hill. Ms. Lellis brings experience teaching public relations issues and public relations writing, enhanced by service-learning practices in the classroom. Her award-winning research writing is influenced by her training in rehabilitation psychology and counseling coupled with mass communication and focuses on nonprofit communication about disability and chronic illness. She has worked in program development and clinical settings to aid adolescents. Her work has been presented at national and international conferences in public relations, mass media, and health communication.
- Kristin Lieb, Instructor of Marketing Communication; Ph.D. candidate, Syracuse. Ms. Lieb’s expertise combines executive experience in marketing and business development with scholarship in public communications. Her career has brought her from the interactive side of Newbury Comics to writing case studies for the Harvard Business School. She has served as the vice president for business development for Digital Media on Demand, Swap It, and Atomic Pop as well as consultant for America Online and UPS. She has been a freelance writer for Billboard, Rolling Stone, the Boston Phoenix, and the Boston Globe. Her research explores the branding of popular female celebrities and informs issues related to body image, gender, and aging.
- Douglas Quintal, Executive-in-Residence; M.A., Emerson. Mr. Quintal specializes in entertainment marketing and teaches courses in integrated marketing communication, writing for marketing communication, advertising, and public relations. His professional experience includes work with Virgin Records, Hard Rock Café, Rogers and Cowen, Braithewaite and Katz, and the Charles Playhouse. He is on the Board of Directors for the Jennifer Stowers Quintal Education Foundation and is a member of the academic committee for the American Advertising Federation. He was the recipient of the 2007 Gold Key Honor Society Award for Outstanding Teaching. He is an avid musician and has opened for NoFX, Bad Religion, Rancid, and Blink 182.
- James Rowean, Executive-in-Residence; M.A., Michigan State. Mr. Rowean brings twenty-five years of professional experience in advertising and marketing to his teaching of integrated marketing communication. A former account executive for Cronin/Wallwork Curry, Arnold Worldwide, and Campbell Ewald (Detroit), he also directed marketing for Dunkin' Donuts and Bread & Circus/Whole Foods Supermarkets. He has brand experience with Ocean Spray, Kimberly-Clark, Reebok, Timex, and Steinway Pianos. Rowean has been a guest lecturer at Boston University, New York University, and Boston College.
- Tracy Worrell, Assistant Professor of Marketing Communication; Ph.D., Michigan State. Dr. Worrell is a rising scholar in the area of advertising, media, and health. Her timely work on television portrayals of weight, consumption, physical disability, and media impact has gained attention at national conferences and has been published in Health Communication and the Journal of Creative Communications. In addition to teaching core courses in human communication, she has taught courses in mass media, public relations, and public speaking. Her applied work in the television industry as a traffic manager, continuity director, and disc jockey complements her scholarly expertise.
- Seounmi Han Youn, Assistant Professor of Marketing Communication; Ph.D., Minnesota. Dr. Youn has established a productive line of research focusing on the antecedents, correlates, and consequences of online consumer socialization among the young. In addition to presenting her work at national and international conferences, it has been featured in professional journals such as the Journal of Advertising Research, Psychology and Marketing, the Journal of Interactive Advertising, and the Journal of Broadcasting and Electronic Media. Dr. Youn’s instruction in courses that deal with global applications and research methodology is enhanced by her industry experience with DongSeo Marketing Research in Seoul, Korea.
Correspondence and InformationEmerson College Office of Graduate Admission 120 Boylston Street Boston, Massachusetts 02116-4624 Telephone:
617-824-8610 Fax:
617-824-8614
Email:
gradapp@emerson.edu
|
