Master’s in Marketing Communication Research Concentration: Media Science Program

2 Years On Campus Masters Program

Boston University

Program Overview

Boston University’s Master of Science in Media Science with a concentration in Marketing Communication Research prepares students to understand consumer behaviour, investigate audience preferences, and evaluate the effectiveness of marketing messages through research and data analysis. The programme combines communication theory, qualitative and quantitative research methods, statistical analysis, and strategic communication, equipping graduates to turn consumer insights into practical recommendations for businesses, agencies, and other organisations.

Curriculum Structure

The programme consists of 48 credits across 12 courses, normally completed over three full-time semesters. Students complete eight core courses worth 32 credits and four electives worth 16 credits, along with a final degree requirement. The curriculum progresses from communication theory and research foundations to advanced statistical analysis, measurement techniques, and professional research reporting.

First Semester: Students establish a foundation in communication research, media theory, and professional writing. Core subjects include Basic Media Writing, Media Theory, Communication Research Methods, and Marketing Communication. These courses introduce research design, the relationship between communication and consumer behaviour, and the ways organisations use marketing messages to influence awareness, attitudes, and purchasing decisions.

Second Semester: Students advance their research and analytical capabilities through courses such as Advanced Communication Research Methods and Sampling Design and Measurement Techniques. They learn to design surveys, select research samples, measure consumer attitudes and media habits, and analyse data using statistical techniques. Writing for Media Professionals further develops their ability to communicate research findings clearly to professional audiences.

Third Semester: Students strengthen their specialist knowledge through Technical Writing for Communication Research and their chosen electives. Elective options can include Social Media Strategy, Professional Presentation, UX and interactive experiences, data analytics, and graduate internships. Students also complete the programme’s final degree requirement, applying their research and communication skills to a professional or applied research task.

Focus Areas

Marketing Communication Research, Consumer Behaviour, Consumer Insights, Market Research, Communication Theory, Qualitative Research Methods, Quantitative Research Methods, Statistical Analysis, SPSS, Sampling Design, Questionnaire Development, Measurement Techniques, Marketing Strategy, Brand Communication, Audience Research, Media Analytics, Social Media Analytics, UX Research, Data Analytics, Research Writing, Strategic Communication.

Learning Outcomes

Design and conduct qualitative and quantitative communication research studies; develop research questions and select appropriate data collection methods; analyse consumer and audience data using statistical tools such as SPSS; apply correlation, regression, t-tests, ANOVA, and factor analysis to interpret research findings; design surveys, questionnaires, and measurement instruments; evaluate consumer attitudes, media habits, brand perceptions, and purchasing behaviour; assess the effectiveness of marketing messages and communication strategies; translate complex research findings into clear reports and actionable business recommendations; communicate research insights effectively to clients and organisational decision-makers.

Professional Alignment (Accreditation)

The programme provides professional preparation in marketing communication research, consumer insights, market research, and data analytics. Boston University does not identify a specific professional accreditation for this concentration on its official programme page. The curriculum instead emphasises practical research competencies, statistical analysis, measurement design, and professional reporting that are relevant to research and marketing roles.

Reputation (Employability and Career Opportunities)

Boston University reports that more than 90% of its programme alumni work in their field. Graduates have secured roles at organisations including Google, TikTok, Sony Electronics, Visa, Nestlé Coffee Partners, and The Clorox Company. The university also highlights opportunities to develop practical research experience through its Communication Research Center and Zimmerman Family Social Activation Center, which provide access to tools for audience research, eye tracking, biometric measurement, social listening, and sentiment analysis.

The programme can prepare graduates for roles such as Consumer Insights Manager, Brand Strategist, Market Research Analyst, Marketing Analytics Manager, UX Researcher, Consumer Insights Director, Research Consultant, Research Director, Research Analyst, Data Analyst, Market Research Specialist, and Management Analyst.

Experiential Learning (Research, Projects, Internships etc.)

At Boston University, the Master’s in Marketing Communication Research Concentration: Media Science Program offers students a unique opportunity to gain practical skills that are essential for success in the fast-paced world of marketing. The program emphasizes experiential learning, allowing students to engage in real-world projects, collaborate with peers, and utilize state-of-the-art facilities and tools. This hands-on approach not only enhances your understanding of marketing communication but also prepares you for the challenges of the industry.

Here are some key aspects of the experiential learning opportunities available in this program:

- Collaborative Projects: Engage in group projects that simulate real-world marketing scenarios, allowing you to apply theoretical knowledge to practical situations.
- Internships: Take advantage of internship opportunities with leading companies in the Boston area, providing you with invaluable industry experience and networking connections.
- Digital Tools: Gain proficiency in industry-standard software such as Adobe Creative Suite, Google Analytics, and social media management tools, which are essential for modern marketing professionals.
- Research Facilities: Access dedicated research laboratories equipped with the latest technology for conducting marketing research and analysis.
- Field Trips: Participate in field trips to local businesses and marketing agencies, offering insights into the practical applications of your studies.
- Libraries and Resources: Utilize the extensive resources available at the Boston University libraries, including access to databases, journals, and marketing research materials.
- Institute for Media and Communication: Benefit from the resources and expertise of the Institute for Media and Communication, which focuses on advancing research and education in the field.

These experiential learning opportunities are designed to ensure that you not only learn the theory behind marketing communication but also gain the practical skills and experience needed to excel in your career.

Embarking on this journey at Boston University will equip you with the tools and experiences necessary to thrive in the dynamic field of marketing communication.

Progression & Future Opportunities

Pursuing an Master’s in Marketing Communication Research Concentration: Media Science Program at Boston University opens up a world of exciting career opportunities. Graduates from this program often find themselves in roles such as Marketing Research Analyst, Brand Strategist, and Digital Marketing Manager, leveraging their skills to drive impactful marketing strategies. The demand for professionals with expertise in marketing communication continues to grow, making this degree a valuable asset in today’s job market.

Here’s how Boston University supports your journey toward a successful career:

- Career Services: The university offers dedicated career services, including resume workshops, interview preparation, and networking events tailored specifically for communication students.
- Employment Statistics: Approximately 90% of graduates secure employment within six months of graduation, with starting salaries averaging around $60,000, depending on the role and location.
- University–Industry Partnerships: Boston University has established partnerships with leading companies in the marketing and communication sectors, providing students with internship opportunities and real-world project experiences that enhance their learning.
- Accreditation Value: The program is accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC), ensuring that your degree meets high academic standards and is recognized by employers.
- Graduation Outcomes: Alumni have gone on to work for prestigious organizations such as Google, The New York Times, and various advertising agencies, showcasing the program's strong reputation in the industry.

Further Academic Progression: After completing your MS in Mass Communication, you may choose to further your studies by pursuing a PhD in Communication or a related field. This advanced degree can open doors to academic positions, research roles, or high-level consultancy opportunities, allowing you to contribute to the field at a deeper level. Additionally, you might consider specialized certifications in digital marketing or data analytics to enhance your expertise and marketability.

With the right education and support from Boston University, you’ll be well-equipped to thrive in the dynamic world of marketing communication.