MACMRE

Master of Arts in Communication & Media

Concentration: Real Estate Communication & Media Strategy

Credential Awarded:
Master of Arts (M.A.)

Program Length:
48 Quarter Units / 480 Contact Hours (1 unit = approx. 10 contact hours + 20-hour outside assignments)
12–18 months (depending on full- or part-time enrollment)

Delivery Format:
Online, On-Campus, or Hybrid

Program Description:
This graduate program prepares students to become communication professionals in the real estate industry. Students develop advanced skills in digital media strategy, visual storytelling, real estate branding, and client engagement. The concentration in Real Estate Communication equips students with the tools to market properties, manage public relations, and build professional media portfolios tailored for residential and commercial real estate sectors.

Admission Requirements:

• Bachelor’s degree from an accredited institution
• Statement of purpose
• Resume
• Interview (optional)

Occupational Titles:

• Real Estate Marketing Specialist
• Content Strategist – Property Marketing
• Media & PR Coordinator – Real Estate
• Communications Director – Real Estate Firm
• Digital Marketing Manager – Development Projects
• Social Media Creator – Property Brands

Credential Preparation:
This program supports skills aligned with digital marketing, real estate communication, and public-facing media roles. It does not confer real estate licensure but complements licensure-based careers.

Program Learning Outcomes (PLOs)

Upon successful completion of the M.A. in Communication & Media with a Concentration in Real Estate, students will be able to:

• Design Strategic Media Campaigns:
  Create and manage communication plans that align with client goals and media trends in the real estate industry.
• Communicate Effectively Across Channels:
  Write, speak, and present persuasively for digital, print, and visual platforms used in property marketing.
• Apply Digital Marketing Tools & Analytics:
  Use SEO, social media, and analytics to drive engagement and measure campaign success.
• Create Visual and Multimedia Real Estate Content:
  Produce compelling media assets—including video tours, image series, and branded content—for property promotion.
• Demonstrate Ethical and Legal Media Practices:
  Operate within legal and ethical standards of communication and advertising in the real estate and media fields.
• Adapt Communication Strategies for Diverse Audiences:
  Tailor messages for multicultural, multilingual, and demographically varied client bases.
• Build Professional Media Portfolios:
  Showcase applied skills through capstone campaigns, real estate case studies, or a digital media thesis.

Program Breakdown

Core Courses (28 Units / 280 Hours)

1. MACM 522 Strategic Communication in the Digital Age (4 units)
   Objective: Students learn integrated communication planning and how to apply strategic thinking to digital campaigns.
2. MACM 521 Visual Storytelling and Multimedia (4 units)
   Objective: Develop written and visual narratives tailored for digital, video, and print platforms.
3. MACM 582 Digital Marketing & Analytics (4 units)
   Objective: Train in SEO, PPC, social analytics, and data-informed marketing strategy.
4. MACM 525 Public Relations & Brand Management (4 units)
   Objective: Learn how to build and maintain brand reputation across media channels.
5. MACM 513 Media Law, Ethics & Policy (4 units)
   Objective: Understand media regulations, copyright, privacy, and ethical boundaries.
6. MACM 583 Intercultural & Professional Communication (4 units)
   Objective: Gain tools for cross-cultural, global, and inclusive communication.
7. MACM 603 Capstone Project or Thesis (4 units)
   Objective: Apply all program knowledge in a professional portfolio or real-world campaign project.

Real Estate Concentration (16 Units / 160 Hours)

1. MACM 701 Real Estate Communication & Client Engagement (4 units)
   Objective: Master persuasive communication and presentation skills for agents, brokers, and developers.
2. MACM 703 Marketing Residential & Commercial Properties (4 units)
   Objective: Learn techniques for showcasing and selling property across platforms.
3. Social Media & Video Marketing for Real Estate (4 units)
   MACM 705 Objective: Use TikTok, Instagram, YouTube, and live-stream tools for property promotion.
4. MACM 707 Visual Communication: Architecture, Design & Space (4 units)
   Objective: Apply principles of design, layout, and visual storytelling for real estate media.

Electives (4 Units / 40 Hours) – Choose One

• MACM 711 Crisis Communication in Real Estate
• MACM 713 AI and Emerging Tech in Property Marketing
• MACM 715 Urban Development and Community Media
• MACM 717 Influencer & Content Strategy for Property Brands

Capstone Options

• Develop a media campaign for a real estate firm
• Create a property video tour + social media strategy
• Write a thesis on communication trends in the real estate market