May 24, 2022  
2022-2023 Graduate Catalog 
    
2022-2023 Graduate Catalog

Brand and Media Strategy, M.A.


General Program Information


Dr. Susan Waters, Graduate Coordinator Media and Communication
519 Warf Pickel
Box 70669
423-439-7912
e-mail: watersse@etsu.edu

Web address: https://www.etsu.edu/mcom

The Master of Arts in Brand and Media Strategy is a workforce-driven degree, providing students with cross-disciplinary theoretical and applied approaches to brand and media strategy. The program’s focus is on content creation and content distribution as well as audience insight and analytics. The degree will appeal to any media or marketing communication professional interested in brand media management/production as well as practitioners and scholars in digital journalism, film, public relations, advertising, and/or brand communication.

Students learn through curriculum and experiences converging communication, media, marketing, computing, literature and language as well as art and technology. The program differs from most as it is a collaboration with industry partners giving students the opportunity of earning software certifications as well as providing real industry experiences while earning their degree. Possible industry certifications include Adobe’s Digital Marketing Accreditation, Adobe’s Creative Cloud solution certifications as well as certifications from Google, Salesforce, and others.

This program’s interdisciplinary approach is built around faculty mentoring providing students the opportunity to build their own unique program around their expected career outcomes. Additional collaborative graduate programs can be found in psychology, digital media, art, film, computing, literature and language, and others.

Articulation Agreement


Students enrolled in the Brand and Media Strategy M. A. may enroll in and apply up to 12 hours of the following coursework-MCOM 5080 , RTVF 5100 , RTVF 5100 , and RTVF 5300 -to the Graduate Certificate Program in Film Production. Likewise, students enrolled in the Graduate Certificate in Film Production may enroll in and apply up to 12 hours of the certificate to the Brand and Media Strategy M. A.

Program Admission Requirements


All application materials must be submitted using the ETSU Graduate School’s online application system and will be vetted by the program for originality using Turnitin. Applications deemed to have been plagiarized will automatically be rejected and not be admissible to the University in the future.

In addition to the materials required by the Graduate School, applicants for the M.A. in Brand and Media Strategy are required to submit the following to the Graduate School:          

  1. Statement of Purpose: This approximately 1000-1500 word essay describes the applicant’s goals for their graduate research and/or creative work. The committee uses this information to determine if faculty skills are a good match for the applicant’s interests and to see if the applicant’s agenda is reasonable
  2. Recommendations: Three (3) academic and/or professional recommendations
  3. Portfolio: A sample of at least three separate examples of past academic or professional work, submitted as a single PDF document, that demonstrates the applicant’s writing ability and current capability for professional work.   If file size is too large, please include a link to those assigments. 
        OR
Research Paper: A sample research paper demonstrating the applicant’s writing ability and current capability for professional work; it may be from graded undergraduate work and must be at least 5 pages in length, double spaced with minimum one-inch (2.54 cm) margins, and 12 pt. font.

Brand and Media Strategy, M.A. Degree Requirements: 36 credits


Core Requirements 18 credits
Advisor Approved Electives 12-18 credits
Thesis or Non-Thesis Option 0-6 credits
TOTAL 36 credits

Thesis: The thesis option requires 36 total credits. This includes 12 credits of advisor approved electives.

Non-Thesis: The project option requires 36 total credits. This includes 18 credits of advisor approved electives.

Thesis Option: 18 credits


  • Advisor Approved Electives (12 credits)
  • (3-6 credits) (Take for 3 credits for two consecutive semesters for a total of 6 credits)

Non-Thesis Option: 18 credits


  • Advisor Approved Electives (18 credits)