Online Journalism & Mass Communications, MA | University of Nebraska

Journalism & Mass Communications, MA (Integrated Media Communications)

Master of Arts

University of Nebraska - Lincoln

  • Course Delivery
    Fully Online
  • Total Credits
  • In-State Tuition Per Credit
  • Out of State Tuition Per Credit

Earn your degree from the University of Nebraska - Lincoln

Get the same diploma as on campus students

The online Journalism & Mass Communications, MA with a specialization in Integrated Media Communications is designed for those who want to enhance their skills in a rapidly changing media environment in the context of advertising and public relations.

Students choose this program because:  

  • They wish to build or enhance their professional knowledge, skills and leadership in journalism and mass communication 
  • The interdisciplinary curriculum provides them with up-to-date knowledge with practical application and individualized experience 
  • There are thesis and non-thesis options 

The Integrated Media Communications specialization is one of two specializations offered within the Master of Arts in Journalism & Mass Communication online program. It is offered in conjunction with the University of Nebraska at Kearney.

Upon completion of the program the specialization will appear on your diploma and transcript indicating specific expertise in this area.  

Career Outlook

Brands are exploring new strategies to engage consumers in the digital age by creating cohesive media plans. Innovative marketing communications ensures the development of content in order to build strong brands. The U.S. Bureau of Labor and Statistics predicts a 9% job growth for marketing managers from 2014 to 2024.

Upon completion of the specialization in integrated media communications, students can apply the knowledge they have learned to a multitude of career paths including:

  • Marketing Director 
  • Marketing Manager 
  • Account Executive  
  • Marketing Strategist 
  • Marketing Analyst 
  • SEO Manager 
  • Communications Director 
  • Digital Marketing Manager 
  • Marketing Researcher 

Frauke Hachtmann, Ph.D.
Associate Dean, Advertising and Public Relations Sequence Head Professor

Frauke Hachtmann is a professor and head of the advertising and public relations sequence in the College of Journalism and Mass Communications. She has developed and taught a variety of courses, including media strategy, advertising and public relations campaigns, global advertising, international media, advertising and public relations research and promotional writing.

To be accepted to this program, you must have:

  1. A bachelor's degree

    Degree in journalism and mass communications or related area from an accredited institution

  2. 2.50 GPA or above on a 4.0 scale

  3. Taken the TOEFL or IELTS

    (Only required if English is not your native language)

  4. A written personal statement

    State your goals and objectives

  5. 3 letters of recommendation

  6. Official transcripts from all previous schools

  7. Portfolio of work

  8. Resume

NOTE: This program is authorized, exempt, or not subject to state regulatory compliance and may enroll students from all 50 states

To apply to this program:

  • Apply and be admitted to Graduate Studies at the University of Nebraska-Lincoln
  • Pay the non-refundable $50 application processing fee
  • Submit one set of official transcripts from each college or university you have attended to Office of Graduate Studies
  • Apply and be admitted to the department
Apply Now

Application Deadlines

Fall Semester
February 1
Spring Semester
September 1

Programof Study

  • Core Courses - 21
    - 12 credit hours required courses
    - 9 credit hours in either Marketing or Communication courses*
  • Electives - 15
    - 6 credit hours in the major (Advertising & Public Relations-ADPR, Broadcasting-BRDC, Journalism Graduate Courses-JGRD, Journalism Core-JOUR, or Journalism New Core-JOMC)
    - 9 additional electives or related coursework (may include major areas, communications, marketing or related disciplines with adviser approval)

At least 12 of the total 36 credit hours in courses must be open exclusively to graduate students (900 level or 800 level without 400 or lower counterparts)

*Nine credit hours of coursework must be taken in either marketing or communications either from UNL or as transfer credits from UNK or another accredited institution. Up to 18 hours may consist of transfer credits; transfer credits other than those from the UNK partnering departments of Marketing and Communication must be approved by the adviser and the Graduate Chair in the UNL College of Journalism and Mass Communications.

Core Courses

Course NumberCourse NameCredits
ADPR 830Strategic Communications: Advertising Issues & Strategies3

Course Number: ADPR 830

Seminar for graduate students who do not have the equivalent of an undergraduate degree in advertising. Business of advertising and promotion, and the processes and planning involved in strategic promotional communication. Current issues and strategies faced by advertising practitioners, the importance of branding, integrated marketing communications and promotion. Creation of a strategic marketing plan. (Open to graduate students only.)

ADPR 881Advertising & PR Research3

Course Number: ADPR 881

Research in the planning, development and evaluation of advertising. The research process, use of secondary sources of information and how to analyze data from these sources. The planning and execution of primary research. Survey techniques. (Open to graduate students only.)

ADPR 884Brands & Branding3

Course Number: ADPR 884

The managerial philosophy, techniques, and processes in advertising. Organizational structures, integrated marketing communications, strategic planning, marketing planning, advertising planning, advertising research, budgeting, and decision paradigms. (Open to graduate students only.)

ADPR 930Integrated Media Communications Capstone3

Course Number: ADPR 930

Capstone course in the Integrated Media Communications (IMC) specialization. Reflect on different theories and concepts and apply those theories and concepts to real-life examples and professional goals in a final paper and presentation to faculty and peers. (Open to graduate students only.) Prereqs: Completion of at least two thirds of required coursework (24 hours) and Memorandum of Courses filed

Elective Courses

Course NumberCourse NameCredits
MKT 830PInternational Marketing3

Course Number: MKT 830P

A comprehensive overview of existing international marketing systems, history and development.

MKT 838PConsumer Behavior3

Course Number: MKT 838P

A detailed and in-depth analysis of why and how people buy, based upon an understanding of the nature of consumer behavior on both the micro and macro levels; includes the effects of internal and external influences on decision making.

MKT 856Marketing Management Seminar3

Course Number: MKT 856

This course is concerned with managing the marketing function including market and environmental analysis and strategy development and implementation. The course employs a mixture of case discussions, readings, lectures, plus written and oral assignments. (Open to graduate students only.)

MKT 857PE-Marketing3

Course Number: MKT 857P

The pragmatic and theoretical aspects of E-marketing, including E-mail orders and direct response advertising, reassurability and accountability, E-mail lists and data, plus the integration of E-marketing programs into total marketing efforts and into overall organization goals and functions.

MKT 860PStrategic Product Management3

Course Number: MKT 860P

To develop an awareness and understanding of the issues, tools and techniques used from inception to launch of a product.

MRKT 426/826Services Marketing3

Course Number: MRKT 426/826

Services marketing and the services marketing process. Key concepts, issues and terminology. Specific tools and frameworks enabling communication with other professional marketers and analysis of services marketing situations to make realistic recommendations for managerial action.

MRKT 830Strategic Issues in Marketing Communiations3

Course Number: MRKT 830

Analysis and application of current concepts regarding the formulation and evaluation of marketing communication strategy in organizations which operate on a profit and not-for-profit basis. (Open to graduate students only.) Prereqs: GRBA 813 or equivalent, or permission

MRKT 850Strategic Database Marketing3

Course Number: MRKT 850

Theory and strategic use of large marketing databases. Advances in theory and practice. Concepts of customer relationship management, integration with electronic commerce systems, analytical techniques, and ethics and practices of customer data privacy. (Open to graduate students only.) Prereqs: GRBA 851 or one or more graduate or undergraduate statistics classes that cover basic statistics through least-squares regression.

MRKT 855Marketing & Globalization3

Course Number: MRKT 855

Globalization and resulting changes in the business environment. Access to new consumers, new supplies. The effect on consumer choices. Readings from scholarly and popular press, videos, and a “real world” application. Marketing strategies developed for Nebraska firms and organizations such as value-added food marketers. (Open to graduate students only.) Prereqs: GRBA 813 or equivalent

SPCH 845PDiffusion of Innovations3

Course Number: SPCH 845P

Diffusion of Innovations examines the adoption of innovations by individuals in a social system from the perspective of a communication based model. Examples of innovations include fashion trends, campaign slogans, communication technologies, hygiene practices, birth control, farming practices, hybrid powered automobiles, types of government rule (democracy) and genetically engineered foods. The diffusion phenomenon is examined emphasizing social and individual points of view. Class sessions are mostly based on lecture, with some discussion. Assessment tools include exams, case studies and a final semester project. The final project will be presented to the class.

SPCH 851PLeadership Communication3

Course Number: SPCH 851P

A study of the characteristics, styles, roles, and motivation of successful leaders. Includes study and practice in parliamentary process.

SPCH 852PTheories of Organizational Communication3

Course Number: SPCH 852P

A study of major theories of communication within the organization: scientific, humanistic, systems decision making and communication approaches.

SPCH 854PIntercultural Communication3

Course Number: SPCH 854P

Study of communication across cultures.

SPCH 856PRhetorical Theory3

Course Number: SPCH 856P

A study of theories of persuasion in Greek, Roman, continental and modern periods. Special emphasis on the works of Aristotle, Campbell and Burke.

Cost for Nebraska Residents

  • Per Credit Hour

  • Tuition: $356.50
  • Fees: $52.25
  • Total: $408.75
  • 3 Credit Hours

  • Tuition: $1069.50
  • Fees: $156.75
  • Total: $1226.25

Cost for Out of State Residents

  • Per Credit Hour

  • Tuition: $652.00
  • Fees: $52.25
  • Total: $704.25
  • 3 Credit Hours

  • Tuition: $1956.00
  • Fees: $156.75
  • Total: $2112.75

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What's it like to take a program online?

  • Quality learning experience

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