Master’s in Advanced Media Management

What is Advanced Media Management?

The master’s degree program in advanced media management enables you to drive innovation by preparing you with practical experience and the business and technological know-how necessary for managing emerging and traditional media organizations. You will practice the application of innovative digital solutions to strategic communications problems in both traditional and new media. Whether you want to lead a media company into the future or launch a new venture, our faculty, staff and network of alumni will provide a foundation in the latest practices for managing media organizations and platforms.

Graduate students in advanced media management acquire the expertise to steer organizations through a fast-paced and technology-driven landscape. You will learn how the latest technological advancements such as generative artificial intelligence (AI), web3, blockchain, virtual reality (VR) and augmented reality (AR) are shaping the media landscape and how these technologies impact content creation, distribution and audience engagement. The curriculum provides a deep understanding of content creation strategies, digital product development and multiplatform communication methods.

About the Advanced Media Management Master’s Program

Advanced media management is a 12-month, 36-credit M.S. program that will put you at the intersection of media, technology and business. It is designed to equip you with the knowledge and skills necessary to navigate the rapidly changing media landscape and lead organizations in the media industry. Graduates of this program work in all aspects of media and communications including big tech, public relations, marketing and advertising. They have also launched their own startups.

Program Highlights

Emphasis on Innovation

Course content focuses on emerging media trends such as artificial intelligence, content marketing, blockchain, AR/VR and new product development.

Managers and Creators

Combine digital media production skills with media business knowledge to create new media that makes an impact.

Immersion in NYC

Hear from alumni, network with media thought leaders and tour media agencies during a New York City immersion trip.

Global Perspectives

Participate in a program where more than 40% of students come from outside of the United States.

Learn Career-based Skills

In the advanced media management graduate program, you will learn skills for today’s data-driven world.

Project Leadership

Effective project leadership can make or break a digital campaign or project. Working across organizational lines to establish collaboration and ensure deadlines are met is vital to achieve success.

SEO (Search Engine Optimization)

Search Engine Optimization is an important part of digital marketing. Employing SEO techniques will help increase the visibility of your website content and improve brand awareness in your customers.

Audience Research

Audience research helps to tailor products, services and marketing campaigns to the consumer. Meeting the needs and pain points of the target audience will help grow brand engagement and customer loyalty.

Product Development

Product development involves ideation, understanding market trends, consumer needs, research and development, marketing and commercialization.

Generative AI Platforms

Understanding how to effectively use and prompt generative AI platforms is becoming a mandatory skill. Effective use of AI will assist you in your work and enhance your efficiency.

Data Analytics

Deriving meaningful insights from data is essential for making informed decisions and improving business strategies. Companies are drowning in data, with little time or ability to harvest the insights that it can provide.

Data Visualization

Data visualization makes complex data understandable and useful for conveying insights and trends to organizational stakeholders.

Basics of R, Python, SQL

R, Python and SQL are widely used for data analysis and manipulation. Even basic knowledge of these programs will make you more effective at data analysis.

HTML and CSS

HTML and CSS are essential for the creation and styling of websites. Understanding the basics of coding will help you understand how digital products are built and how to communicate with developers. 

Microsoft Excel

Excel is an extremely powerful tool for data management, visualization and analysis. It is a staple in many businesses and is a necessary skill for anyone working in media management.

Charting the Course of Tech-Driven Media

Classes are designed to highlight current and upcoming technological trends and business practices so you will be prepared to embrace new aspects of technology as they arise in the workplace. You will be encouraged to think critically about media trends, user behaviors and emerging technologies to create innovative approaches to content creation, distribution and monetization.

The master’s program will equip you to lead media-related projects and initiatives within diverse industries where effective communication and media strategies are vital for success.

What Will I Learn in the Advanced Media Management Graduate Program?

The program is designed to help you understand and identify the major forces that are changing the media and communications professions. You will develop analytical and theoretical tools that will help you take advantage of the new opportunities in media and communications and solve 21st century communication problems.

Courses will help you improve your hard skills in analytics, coding, and content production—all while learning about the newest developments in technology such as generative artificial intelligence, blockchain and virtual reality. As technology advances, so do audience behaviors and preferences. Because the media industry is constantly changing, you will learn frameworks for how to evaluate new opportunities to come.

Professional Certifications

You will graduate this program not only with a diploma, but with several professional certifications.

Google Analytics 4 (GA4) Certification

Google Analytics is the most widely used website analytics tool on the market. Certification shows you can track website traffic, user behavior and online performance. It allows you to make data-driven decisions, optimize website content, and tailor marketing strategies based on user insights.

HubSpot SEO Certification

Search Engine Optimization (SEO) is an important aspect of digital marketing. The HubSpot SEO certification shows employers you know how to drive traffic, improve visibility and optimize websites for search engines.

Microsoft Excel Certification

Excel skills are a essential in any industry. Certification in Excel shows future employers you can manipulate and analyze data, create charts and graphs, perform complex calculations, and organize data effectively to help inform business decisions.

Who Should Apply to the Advanced Media Management Program?

If you have an interest in media, communications and technology, this program is for you. This program will help you advance your career, learn new skills, take on new responsibilities and prepare you for a management role.

Alumni of the advanced media management program, which used to be known as the new media management program, lead media organizations, manage technical teams, bring vision to their organizations and launch new ventures.

Application Deadline

Application materials must be submitted by January 15 for priority consideration. Applications continue to be reviewed on a rolling basis throughout the spring if space is available.

For more information about the M.S. in advanced media management, contact Professor Adam Peruta (arperuta@syr.edu), Program Director.

For more information about graduate studies at the Newhouse School, contact Martha Coria (macoria@syr.edu), Assistant Director of Graduate Programs.