Social Media Curriculum

The Master of Arts in Mass Communication with a specialization in social media is a 36 credit hour program consisting of 12 credits of core social media courses, nine credits of core mass communication credits, nine elective credit hours, four practicum credit hours, one professional development credit hour, and a three-credit capstone featuring a real client.

For those not pursuing a master’s, there is an option to earn a graduate certificate. For more information on the graduate certificate, click here.

Unique Learning Experience

  • The fall and spring semesters are 16 weeks and the summer semester is 13 weeks. All courses follow the traditional UF Academic Calendar.
  • Students generally take between one and three classes per semester.
  • Full-time students can complete the curriculum in 15 months.
  • All classes are online with recorded lectures and live online meetings, allowing students to view classes at their pace during the week.
  • Each week, students must meet weekly objectives and complete assignments.

Core Courses

These core courses are designed to give students a foundational understanding of social media and mass communication, as well as the importance of social media in the areas of advertising, corporate and personal marketing.

MMC5006 Introduction to Multimedia Communications (3 credit hours)
This course is designed to provide students a new skill set in digital storytelling ideas, production, and analysis. In this course students will develop skills to produce creative online stories that will reverberate with the widest audience possible. Creating impactful stories will require a new understanding and thought process of how digital stories differ from those in print, radio and television. To do this, we will look at the changing roles of storytellers in news, promotion, and public relations and marketing while discussing and analyzing media consumption habits that encourage a seamless transition from active audience member to creator. Students will learn video storytelling techniques with Adobe Audition and Adobe Premier Pro.

MMC5636 Introduction to Social Media (3 credit hours)
This course exposes students to various social media channels and their application in current media and business. The course examines the current habits in social media, trends, and evolution in social communication to provide a better understanding of the relationship between the different social channels and how they can be used to serve to build brands, and play a role in business growth. The course will also focus on content creation and how to build content that performs well in social media, including a focus on social analytics and viral campaigns. Students are provided an opportunity to have a first-hand experience in creating content on their own social channel and testing the theories and concepts presented in lecture.

MMC6728 Branding Using Social Media (3 credit hours)
Students create an Integrated Marketing Communication (IMC) plan, describe the role the social media marketing plan plays in the IMC, develop a social media plan with a focus on branding, and analyze the impact of social media on branding efforts. Using this understanding as a foundation, students will map the landscape of social media, create brand strategies for social media marketing, audit the competitive scope of social media activities for a brand, assess the effectiveness of social media engagement strategies, and use the most influential tools in social media engagement and branding.

ADV6325 Advertising and Social Media (3 credit hours)
The course teaches students to conceptualize, create, polish, and place effective advertisement executions in social media. Within the social media curriculum, this is the class that will allow students to flex their creative muscles. Students will learn how to create assets using Adobe Spark, Canva and Adobe Photoshop. Students will learn to develop strong visual ad campaigns on social media.

MMC6727 Social Media Metrics and Evaluation (3 credit hours)
Throughout this course, students will learn to leverage the data generated by paid social media campaigns to create reports, derive insights and develop strategic recommendations. Students will learn to leverage tools such as excel and powerpoint to create presentations for clients and internal stakeholders. After completing this course, students will be able to develop measurement plans and testing initiatives, create reports with key findings derived from data sets, and make strategic recommendations for optimizations and future campaigns.


Mass Communication Core (6 credits)

These core courses are designed to provide students with a sophisticated knowledge in the areas of mass communication research and measurement.

MMC5427 Research Methods in Digital Communication (3 credit hours)
Students will be introduced to the basic foundations of research as they apply to the study of social media and strategic communications. Students will gain applied experience by conducting research to include data analysis, interpretation, and reporting results using methods common in the field of communications and the social sciences as a whole. Additionally, students will learn the importance of research to their own work and the implications of research findings.

MMC6400 Mass Communications Theory (3 credit hours)
Over the course of this term we will cover mass communication theory from its inception as a field of study, to major trends, followed by current applications of previous paradigms, and finally into the development of new currents of thought. While the main focus of this course is the integration of current mass communication theory with an individual and organizational online presence, we will also focus on how digital platforms can inform the future of theoretical research and vice versa. From a practical perspective, students will be able to apply these theories to their integrative approaches in creative digital communication and design.

Capstone (3 credits)

The Capstone is the culmination of the program and students’ opportunity to work with a real-world client to develop a social media campaign and content calendar for a real-world client. Students will compete on teams to develop the most creative, strategic and well-rounded strategy for the client. The student teams will present their ideas to the client at the end of the semester.

Electives (12 credits)

The full list of UF CJC Online courses can be downloaded here.

Graduate Certificate

Students in the graduate certificate track complete the first four courses listed above. Enrolling in the graduate certificate is a popular option for some students, as the application process does not require taking the GRE. Then, while taking these courses, a student can also prepare for and take the GRE. Upon successful completion, students can transfer into the master’s degree track. Learn more about the graduate certificate.

Quick Facts

36 credit hours for master's degree
12 credit hours for graduate certificate
100% online via
recorded lectures & live online class meetings
Fall Semester starts in August
Spring Semester starts in January
Summer Semester starts in May

Courses follow the UF Academic Calendar

Download Info Packet


Application Deadlines

Fall Semester
July 1

Spring Semester
November 1

Summer Semester
April 1



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