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Online Master of Science in Media Management

Complete Coursework: As little as 12 months Credit Hours: 30 Tuition: $288 per credit hour. This price includes the administrative fee.

The Master of Science in Media Management at A-State Online is the only degree of its kind in Arkansas. This uniquely versatile program combines an essential foundation in media communications with the knowledge and skills specific to your career goals, depending on the area of emphasis you choose.

A-State’s MS in Media Management provides an advanced degree that focuses on interpersonal and group communication in mass media and online environments. With this degree, you can pursue a career in journalism, broadcasting, advertising, public relations, sales, news and broadcast or non-profit organizations. In addition to emphasizing skills in emerging media and communications, our MSMM online degree prepares you for management positions so you can advance in your career.

As a working professional, you can complete your degree program in as few as 12 months and benefit from the low, pay-as-you-go tuition of just $8,640.

Choose your area of expertise from one of our three MSMM tracks:

  • Mass Media Management Track
    Refine your skills in public relations, integrated communications, entrepreneurship and news and broadcast.
  • Digital Media Management Track
    Focus on emerging media and digital advertising, social media metrics and communication strategy.
  • Public Administration Track
    Learn organizational structures, regulations and ethics, and multi-channel marketing.

Degree Requirements:

Students pursuing their MS in Media Management degree online must complete 30 credit hours, including 18 hours of core coursework and 12 hours in their selected area of emphasis.

In order to meet graduation requirements, students must achieve a 3.0 GPA in all graduate coursework taken in the College of Liberal Arts and Communications. Students in the online Master of Science in Media Management degree will complete a CAPSTONE course in lieu of taking a Comprehensive Examination.


Online Course Listing

Core Courses

Study of mass communications models, theory development, mass communications theories and theory relationships to research in mass communications.
Using social scientific research methods for audience/consumer analysis, this course provides a survey of applications of research in media industries. Pragmatic task activities will be conducted via Nielsen, Arbitron, SRDS and related data sources to find audience market insights.
Course provides an introduction to media laws and regulations, addressing how they impact media managers, how to allocate necessary resources, and how to remain current as to media policies and regulations.
An advanced study of the elements, problems, and responsibilities of radio and television station management.
Study of the tools and techniques of empirical research as they may be applied to mass communications
Discussion and application of MSMM program-provided content to address real-world media management problems. CAPSTONE course concludes with on-campus meeting where individual and group discussions are used to provide credible solutions to real-world situations.

Mass Media Management Track

This course is pending Graduate Council Approval. This course is designed to provide an overview of Integrated Marketing Communications (IMC), with a specific emphasis on the role of advertising and other promotional mix elements in IMC plan of an organization. The development of an IMC plan requires a comprehensive understanding of strategic marketing process to ensure that all messaging and communication strategies are integrated across all channels and centered around the customer, and assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. The course will also focus on various integrated marketing communications tools used in contemporary marketing including advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations, and personal selling. Students are expected to apply IMC techniques in marketing planning, crafting advertising message strategy, understanding the principles of media selection and placement, and analysis of audience segmentation to determine the appropriate message and media for effective marketing communications.
Students will focus on development of entrepreneurial products by taking an idea from conception to production completion while practicing aspects of management, financing, and entrepreneurship. Students will address communication industry dilemmas that address creative product development.
An investigation of communications during crises, focusing on public relations, advertising and other persuasive efforts by institutions, corporations, movement leaders, and citizens to describe, persuade and shape human interactions with their environment during a crisis.
Advanced study of the principles and practice of media account management. Includes an in-depth analysis of advantages and disadvantages of multiple media platforms in communicating messages to diverse target audiences and a discussion of effective and ethical client relationships.

Digital Media Management Track

The course introduces students to the world of online interactive advertising. It surveys a variety of important topics, from integrating social media initiatives into the overall marketing communications plan to online display ads to developing an effective search engine strategy.
Measurement and improvement of investment outcomes from use of social media in advertising, public relations, and marketing communications.
This course is pending Graduate Council Approval. This course is designed to provide an overview of Integrated Marketing Communications (IMC), with a specific emphasis on the role of advertising and other promotional mix elements in IMC plan of an organization. The development of an IMC plan requires a comprehensive understanding of strategic marketing process to ensure that all messaging and communication strategies are integrated across all channels and centered around the customer, and assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. The course will also focus on various integrated marketing communications tools used in contemporary marketing including advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations, and personal selling. Students are expected to apply IMC techniques in marketing planning, crafting advertising message strategy, understanding the principles of media selection and placement, and analysis of audience segmentation to determine the appropriate message and media for effective marketing communications.
This course examines concepts and applications of social media within mass communications, news, advertising, and public relations industries. We will explore and apply social media tools, integrating them into an organization's overall communication strategy.

Public Administration (choose four courses)

An examination of administrative structures and patterns of behavior in public sector organizations.
An examination of the development of public administration as a profession; its history, political environment, ethics, and its method.
An examination of policies, procedures, strategies, laws and regulations implemented in human resources management for public and nonprofit organizations.
A study of the techniques and practices that successful managers employ to get their work done through politicians, subordinates, and citizens. Emphasis is placed on issues that are faced by first time managers.
An analysis of the theoretical, philosophical, and practical tools needed for making appropriate decisions in the role of an administrator in a public or not for profit organization.
An analysis of how various governmental units juggle the competing demands of sound management and playing politics when devising communication strategies with emphasis placed on crisis management and how information is marketed for maximum impact.
Advanced study of the principles and practice of media account management. Includes an in-depth analysis of advantages and disadvantages of multiple media platforms in communicating messages to diverse target audiences and a discussion of effective and ethical client relationships.
This course examines concepts and applications of social media within mass communications, news, advertising, and public relations industries. We will explore and apply social media tools, integrating them into an organization's overall communication strategy.
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