Research and Theory Master's


The MAMC – Advertising program is designed to develop skills for those who wish to pursue a PhD after their master’s degree or those who are interested in careers in advertising or strategic communication research. Students interested in developing professional advertising skills should apply to the Pro Master’s degree. Information on this program is available at:

The program emphasizes theoretical, methodological, statistical, and decision-making skills essential for strategic advertising and integrated communications research.

Students without basic course background or some professional experience in marketing or advertising are required to complete articulation courses before entering the program.  These prerequisite courses include Introduction to Advertising and Introduction to Marketing.

A minimum of 33 graduate level credit hours, including a thesis, is required. Students select a supervisory committee to guide their course selection as well as thesis topic and completion of the thesis.

Students will complete and orally defend their thesis. The student’s supervisory committee is responsible for the evaluation of the thesis document and the final defense.

Admission Information

The deadline for applications (Fall) is January 30 for international applicants and April 1 for domestic students. Applications may be considered after the April 1 deadline, if space is available.

The MAMC – Advertising program accepts applications Fall admission only.

For admissions information and application materials, contact

For information about the advertising curriculum and program requirements, contact Dr. Huan Chen.

International Students

If you are an international student interested in the program, we urge you to research expected costs for living in Gainesville and steps to take as a new student at the University of Florida. Below are helpful links to assist you in preparing for the program.

Sample Courses

Mass Communication Theory

This course includes a survey of some core journalism-focused mass media theories and examines contributions of other disciplines to media theory. Additionally, it includes an introduction to the fundamentals of academic research.

Research Methods in Mass Communication

This course provides an overview of common mass communication research methods. Specifically, we will discuss content analysis, experiments, surveys and focus groups. You will learn the benefits and shortcomings for each method. In addition, you will also be introduced to SPSS, a software program used to analyze data.

Digital Persuasive Communication

This course acquaints graduate students with the some of the more well-accepted literature in digital persuasive communication and provides the opportunity to apply the theoretical knowledge to understanding the psychology of persuasion in digital media environments.

Creative Strategy and Research

This curse acquaints students with: (1) the theoretical foundations of creative strategy in advertising and marketing communications; (2) the research methods utilized in gathering data for developing and evaluating strategy; and (3) the process of developing strategy.

Advanced Research Methods (SPSS, stats) OR Mass Communication Statistics

These courses acquaint students with analyses that are frequently used in communication research and to gain fundamental knowledge and practical skills necessary to conduct statistical analyses and interpret the results using SPSS software.

Degree Plan

MAMC – Advertising


Tuition and fees are determined by the University of Florida for in-state and out-of-state graduate students.