Branding and Integrated Communications (BIC), Master of Professional Studies

2 Years On Campus Masters Program

City University of New York

Program Overview

The Master of Professional Studies in Branding and Integrated Communications at The City College of New York is a 36-credit, portfolio-driven graduate programme that combines creative thinking, brand strategy, media planning and public relations. Designed for aspiring communication professionals and future industry leaders, the programme offers four specialization tracks: Creative, Management/Brand Strategy, Media, and Public Relations, helping students develop the strategic, creative and analytical skills needed to build impactful brand campaigns and manage integrated communication initiatives.

Curriculum Structure

The curriculum combines foundational communication studies, specialist coursework, electives and collaborative campaign projects. Students develop expertise in branding and integrated communications while building a professional portfolio that demonstrates their creative, strategic or media-related capabilities.

Year 1: Students establish their foundation through courses such as Research and Awareness, Strategy and Measurement, Idea Development, and Brand Experience. These subjects introduce students to consumer research, brand positioning, campaign planning, creative development and the relationship between brand identity and audience engagement. They also begin developing their chosen specialization through courses in Creative, Management/Brand Strategy, Media or Public Relations.

Year 2: Students deepen their specialization through advanced coursework, electives and collaborative Convergence Workshops. These workshops simulate an agency environment, where interdisciplinary teams develop integrated communication campaigns for real clients. Students also complete a portfolio-driven thesis, presenting their work to a faculty committee and industry professionals to demonstrate their professional readiness.

Focus Areas

Creative Advertising, Copywriting, Art Direction, Management and Brand Strategy, Advertising Management and Planning, Media Planning, Integrated Media Communications, Public Relations, Corporate Communications, Consumer Behaviour, Brand Development and Digital Marketing.

Learning Outcomes

Develop strategic brand positioning and communication plans, conduct consumer and market research, create persuasive advertising concepts, understand audience behaviour, manage integrated marketing campaigns, evaluate communication effectiveness, develop brand identities and experiences, collaborate with creative and strategic teams, and produce professional portfolios that demonstrate industry-ready communication expertise.

Professional Alignment (Accreditation)

The programme is professionally oriented towards advertising, branding, marketing communications, media planning and public relations industries. Its curriculum incorporates real-client campaign projects, industry-led workshops, professional portfolio development and presentations evaluated by communication professionals. The university does not identify a specific external professional accreditation for this MPS degree.

Reputation (Employability Rankings)

The programme received recognition on the PRNEWS 2023 Education A-List, which selected 50 institutions across the United States for their contributions to PR and communications education. CCNY reports that BIC graduates have secured positions at organizations including Apple, IBM, BBDO, Ogilvy, Droga5, Google, American Express, Amazon, Meta, TBWA and The New York Times. The university also reports that 39% of BIC alumni work in communications agencies, 28% in brands and publishing, 18% in public service and nonprofit organizations, 11% in academia and 4% in start-ups and entrepreneurial ventures.

Experiential Learning (Research, Projects, Internships etc.)

The BIC programme emphasizes practical learning through agency-style workshops, real-client assignments, collaborative campaigns and professional portfolio development. Students work in interdisciplinary teams, simulating the responsibilities of communication agencies while developing campaigns based on actual client briefs and budgets. They also receive opportunities to learn from experienced industry professionals through guest lectures, seminars, portfolio reviews and corporate-sponsored projects.

Students can gain practical experience through the following programme-specific opportunities:

Non-Profit Campaign Practicum: Students work in teams functioning as communication agencies to develop an integrated marketing campaign for a nonprofit organization using an actual client brief and budget.
Corporate Campaign Practicum: Students collaborate on a real-world corporate communication campaign, applying their specialization to an industry-based project. Completed work contributes to their professional portfolios.
Professional Internships: Students can undertake a one-semester internship in marketing communications, generally involving 12–15 hours of work per week over 15 weeks. Students complete a comprehensive paper about their experience and receive an evaluation from their workplace supervisor.
Creative Studio Projects: Creative-track students develop advertising concepts, copywriting and art direction through print, broadcast, digital, out-of-home and experiential campaign projects.
Adobe Creative Suite: Creative applicants are expected to demonstrate proficiency in Adobe InDesign, Photoshop and Illustrator. These tools support the development of creative advertising portfolios.
Portfolio Development: Students prepare printed and digital portfolios showcasing their campaign concepts, creative executions and specialization expertise. Their work is reviewed by faculty members and industry professionals.
Industry Workshops and Guest Lectures: Students interact with experienced professionals through topical seminars, guest lectures and professional development workshops covering digital technology, project management, trend forecasting and communication practices.
Industry-Sponsored Projects: Corporate-sponsored workshop practicums provide opportunities to work on real-life projects supported by industry organizations.
Communication Conferences: Students are required to attend at least one New York-based communications conference each academic year and demonstrate the knowledge gained.
Independent Learning Sessions: Facilitated laboratory sessions provide tutorials and expert assistance in areas such as design, technology, writing and presentation development.

Progression & Future Opportunities

Graduates of the MPS in Branding and Integrated Communications can pursue careers in advertising agencies, corporate marketing departments, public relations firms, media organizations, nonprofit institutions and brand management companies. The programme's combination of strategic thinking, creative development, media planning and professional campaign experience prepares students for roles involving brand development, integrated marketing and communication leadership.

Potential Career Opportunities: Brand Strategist, Advertising Account Manager, Creative Director, Public Relations Specialist, Media Planner, Copywriter, Art Director, Digital Marketing Manager, Communications Manager, Brand Manager, Marketing Communications Specialist, Campaign Strategist.

Students can strengthen their career development through the following opportunities and professional resources:

Career and Professional Development Institute (CPDI): CCNY's career services provide career guidance, professional development workshops, job-search assistance and access to employment opportunities.
CCNY Career Connections: Students and graduates can access an online job and internship database where approved employers advertise vacancies and search for candidates with relevant skills.
Employer Recruitment Opportunities: The university organizes job fairs, employer information sessions and on-campus interviews. Employers can also post full-time, part-time and internship opportunities.
Industry Connections: BIC faculty members and adjunct professionals bring experience from organizations such as Meta, GroupM, VMLY&R, Ogilvy and Golin. These industry connections expose students to current professional practices.
Graduate Employment: CCNY reports that BIC alumni have secured positions at Apple, IBM, BBDO, Ogilvy, Droga5, TBWA, Google, American Express, Amazon, Meta, Fenton, Berlin Rosen and The New York Times.
Alumni Career Distribution: According to the university's programme information, 39% of alumni work in communications agencies, 28% in brands and publishing, 18% in public service and nonprofit organizations, 11% in academia and 4% in start-ups and entrepreneurial ventures.
Programme Recognition: The programme's selection for the PRNEWS 2023 Education A-List provides external recognition of its contribution to public relations and communications education.
Employment and Salary Information: The university does not publish a verified programme-specific average graduate salary or employment rate. Therefore, these figures cannot be confirmed from official sources.

Further Academic Progression:

After completing the MPS, graduates interested in expanding their academic knowledge can pursue further postgraduate study in areas such as marketing, strategic communication, advertising, public relations, media studies or business administration. Students interested in research and teaching careers can also explore doctoral programmes in communication, media studies, marketing or related disciplines, subject to the admission requirements of their chosen institutions.