Overview & Career Outcomes
The Master of Science in Communications with a Concentration in Digital Media prepares students to be effective in today’s changing media landscape through expertise in social media, digital storytelling, and data analytics. Using case studies and interactive projects, you will gain skills to drive strategy for media campaigns, craft compelling digital stories, create platforms to engage diverse audiences, and measure the impact of media campaigns.
Accelerate your success
Join Lasell’s vibrant community of working professionals and gain access to a wide range of resources to develop your expertise and expand your network. As a Lasell graduate student, you will:
- Benefit from the experience of your faculty and peers, who bring deep expertise and a unique point of view to every class discussion and group project
- Expand your network and learn to position yourself as a leader in your field
- Engage with an active alumni community
- Participate in career services programs that include webinars on salary negotiations and developing a career plan
Connect learning to practice
Lasell’s philosophy of Connected Learning provides you with opportunities to draw on both your professional experience and newly acquired knowledge and skills to enhance your career prospects. Rigorous coursework is complemented by opportunities to put learning into practice, including a Capstone research experience and lectures from industry leaders (in person and via live stream) who present and discuss their work.
Explore Digital Media Careers
Use the below Career Insights Tool to explore the different career options available for a Master's in Communications: Digital Media. The tool is powered by Burning Glass and pulls real-time data from labor market information. The tool uses AI to analyze all current job postings giving you the insight you need to make the right career decisions. Jobs that have the highest earning potential by industry and geography and specific skills employers need for those jobs can be found through this tool. If you find these careers are not for you, explore the "other options" button to find more information on other careers.
The MS in Communications with a concentration in Digital Media is a flexible curriculum that advances students' professional interests and goals through hybrid and online formats.
The curriculum includes a capstone in which you can choose 1 out of 4 options: professional internship, comprehensive exam, thesis, or special study project.
The program is structured as followed:
- 36 credits are required, of which up to 6 may be waived based on prior academic work.
- 21 credits (7 courses) comprise the core offerings.
- 9 required concentration credits (3 courses)
- 6 related elective credits (2 courses) Students may take any courses offered at the graduate level to fulfill their elective credits.
Get information on our Course Schedules.
This course is designed to present students with a graduate-level overview of contemporary mass communication. We focus on the relationship between mass media and society and the ethical issues inherent in that relationship; in the process, we identify current trends, particularly in technology, that are changing the nature and function of traditional mass communication. Students gain insight into the influences of mass communication on business, government, politics, education, the home environment, and non-profit institutions, as well as related ethical issues.
This course focuses on both theoretical understanding and practical knowledge of the context and applications for organizational communication. Topics include: leadership, new technologies and their impact on organizations, organizational climate and culture, ethics, formal and informal channels of communication within organizations, management of diversity and conflict, relational communication (with interpersonal and group work), and issues of power and politics within the context of organizational settings
This course provides students with an understanding of the concepts, roles, processes, techniques, and strategies of communication research. The course examines research conducted in both the professional and academic settings, and includes quantitative (surveys, experiments, content analyses) and qualitative (focus groups, etc.) methods. The main goal of this course is to help students become intelligent "consumers" of research -- to provide the tools needed to evaluate and interpret research, as well as the ability to make knowledgeable decisions about the uses and benefits of research.
Managing media relations for organizations is the focus of this course. The course is intended to increase knowledge of the principles and methods of generating publicity as well as the basics of planning and writing media relations campaigns. The rapidly changing nature of global companies and the convergence of new information technologies are influencing the ways that communication professionals achieve their goals. Students work individually or in teams to plan a comprehensive media relations program, to communicate a clear message, and to evaluate the effectiveness of public relations strategies for a chosen client. Lectures, readings, group work, guest speakers, and class discussions focus on techniques useful in such areas as local & national publicity, special events, and in community and government relations for organizations.
This is a communication skills course designed to better understand the nature of conflict and its resolution through persuasion, collaboration, and negotiation. Students learn theories of interpersonal and organizational conflict and its resolution as applied to personal, corporate, historical, and political contexts. Students assess their own styles, skills, and values, and develop techniques to better resolve disputes, achieve objectives, and exert influence.
This course introduces students to the dynamics of social influence. Students learn the theories, strategies, and techniques of persuasion as a means of shaping public opinion and attitudes. The course examines how individuals, business, government, and institutions craft messages and communicate through the press, entertainment media, advertising, and public relations. Primarily through public opinion research, students can ascertain and understand the beliefs, attitudes, and values of groups and society. Students learn how to craft persuasive messages, how to evaluate the attempts of others to persuade audiences, and how to recognize and avoid unethical attempts at persuasion.
Communication technology has changed rapidly over the past 20 years, with the key development being the emergence of social media. While social media has changed the ways in which we communicate worldwide, it has also drastically changed how organizations communicate with multiple stakeholders. It has opened up numerous new communication channels for companies to connect with current and potential audiences, and thus, the importance of social media’s role is significant in both modern marketing efforts and branding. There is an irrefutable need for organizations to be able to utilize different social media platforms to both engage consumers and increase brand impact and influence. Through case studies, interactive assignments, and a social media project, this course will introduce students to best social media practices, while they acquire the necessary skills for managing a social media platform and developing a strategic social media plan.
Leaders, analysts and managers across the communication industry have to grapple with the implications of ever-increasing volume of data and detail of information captured by many enterprises. Communication has flourished and enhanced the use of Data Analytics in that, news, PR campaigns and Advertising messages are currently now very data driven, and campaign strategies and evaluation of them are based on the analytics of that data. This course aims to introduce Data Analytics concepts to students. Students will examine and apply topics such as Analytics, Social Media, SEO and SEM through hands-on project based learning and teaching.
This course introduces students to the strategic use of digital storytelling to achieve professional communication goals in areas such as public relations, advertising and integrated marketing communications. Stories have always been powerful communication vehicles that transcend barriers and build memorable connections. With the exponential growth of digital communication channels, the ability to identify strategic stories and develop them for multiple media platforms is essential to engage and influence key stakeholders. Using case studies and primary sources, students will analyze content strategies for digital storytelling. They will examine communication practices and narrative techniques used to create compelling brand, organizational and social impact stories from images, audio, text and visual media. Students will also learn to identify and develop digital story ideas that align with professional and organizational communication objectives.
The comprehensive examination provides evidence of student knowledge of key concepts, skills, and other important materials related to the communication field. Preparation throughout the semester includes reading and analyzing case studies related to the major with the completion of two Mock Exams for which students review previous course materials in order to analyze relevant issues and concepts in various case studies. The timed half day Final Comprehensive Exam requires the student to analyze case studies in the major and/ or in the area of concentration, by developing written responses that integrate skills, concepts and an understanding of course materials, coursework and other educational experiences in the degree program.
Students completing a master’s thesis design, conduct, and report original research related to their concentration, working closely with a faculty advisor in the department and following detailed guidelines provided by the department. Prerequisites: COM795, COM701, COM703
The project can be a document, a video, or a multi-media presentation developed under the guidance of a Lasell College faculty member to applying communication skills and professional expertise derived from the student's program of graduate study. Such projects are designed to solve some problem in communication that is relevant to the student's area of concentration in public relations or integrated marketing communications.Prerequsite: COM703
The internship is a hands-on working experience in the student’s field of concentration requiring a minimum of 150 hours of placement under the supervision of both an employer and a faculty member. Beginning in the semester preceding the internship placement, the student identifies what type of organization they desire for their internship. The student holds primary responsibility for obtaining a field experience site and is responsible for setting up interviews with prospective internship sites. Students may not perform internships at their current place of employment without prior consent of the Dean of Graduate and Professional Studies. This course is taken during the student’s final graduate semester.
Candidates seeking admission to Lasell University's Communication graduate degree or certificate programs must hold a bachelor's degree from an accredited institution and demonstrate through academic background and/or work experience the ability to succeed in graduate studies. GRE/GMAT scores are not required for admission. The TOEFL may be waived for international applicants who have earned a bachelor's degree at an accredited college/university in the United States, United Kingdom, Australia, New Zealand or Canada. All other applicants must submit a TOEFL/IELTS score.
Admission Requirements Checklist:
- Online application
- Official transcripts of all college-level coursework*
- A one-page personal statement describing your goals, strengths, and potential for achievement in graduate school
*A cumulative grade point average of 3.0 is recommended for recent college graduates with fewer than 3 years of professional work experience.
Materials can be provided through MyPortal or emailed to firstname.lastname@example.org.