Graduate Admission Blog

GMCA is the Master of Arts in Global Marketing Communication and Advertising program, here at Emerson College. This is the profile of a typical GMCAer.

The GMCAer is special specie at Emerson College. This specie resides on campus most of the time; forms close bonds with fellow classmates and will eventually know more about the campus's anatomy than most of the other Emerson species. The GMCAer is a hard working, intelligent and multi culturally oriented specie. It spends 3hours and 45 minutes in class on an average day and has 4 classes a week.

The GMCAer can speak 4 languages a semester: International Market Research, Global Brand Management, Global Marketing Management and the most involving of them all: Creative Thinking and Problem Solving - in the first. Its Language Tutors hang out on the 9th floor of the Walker building, where the GMCAer can be found discussing issues, coming up with ideas of simply conversing with the Tutor.

The GMCAer prayer hall is on the 3rd floor of the Walker Building and is called: Iwaski Library. This is the place where most of its time is spent meditating over books, with class mates or by itself. The GMCAer always emerges enlightened from the Iwaski Library. Dunkin' Doughnuts and Starbucks are two other places that this specie haunts during its hours on campus. They frequent DD and Starbucks to refill their bottomless jugs of coffee grab grub and let mankind a fleeting view of them.

Words most frequently uttered by the GMCAer: Strategy, Advertising, Public Relations, Marketing, Creativity, Analysis, Assignments and Readings.

Other things the 2010 generation of GMCAers excel in: Cooking, Hanging out for drinks, being there for each other and always being positive and chirpy.

I hope this The GMCAer Profile has been a helpful insight into this marvelous and ambitious specie that will someday rule the world!

Upon making the trek up from sunny, warm Atlanta to Boston, my initial reaction was...this place is cold. It was March, and I expected a nice breeze coming off the ocean, but not the 30 degree weather that I was experiencing. I was asked several times if my winter coat was the one I was wearing and was disappointed when I was told I'd need much more to get me through the brisk Bostonian winters. I loved Emerson, but how was I going to love living in Boston?

In May, I finally made the decision to enroll in Emerson. My first concern was finding a place to live, and Emerson was great about sending out information about off-campus housing for graduate students. I decided to prioritize what was important to me in a living situation, and I set out on my search! I had three requirements for a place to live or my ABCs to living in Boston as a graduate student:

Affordable
By the T
Calm and Cozy

Affordable because, well, I am a poor graduate student.
By the T because I wanted to sell my car. Boston is a great walking-city and has great public transportation.
Calm and cozy because I like to be a homebody, and also because I knew that grad school would require more concentration than undergrad.

Perhaps your ABCs to living in Boston are not quite the same, but the important part is that you decide what you need/want in a living situation and go with it! I spent a month looking over prospective living situations before I settled on my apartment in Brookline which I love. I'm five minutes from the T and I have a quiet and courteous roommate. I know there are several ways about finding roommates, but Emerson has a great housing workshop held in the summer that is helpful. I also recommend using Craigslist and the Emerson tack board where students can post available housing.

Boston has something for everyone when it comes to neighborhoods--Somerville, Brighton, Back Bay, Brookline, Jamaica Plain. They all have something unique to offer. I suggest you look into the neighborhoods online or talk to people. One area is bound to draw your interest. A few of my classmates live in Davis Square where they are within walking distance to great bars, restaurants, and places to hang out. I live moments away from Coolidge Corner which is a great place for a college student. There is a Panera where I can go and do homework, a great local bookstore, and a Trader Joe's. Most importantly, I have an apartment where I can relax after class with my dog and some good television. This is how I stay warm is a city that can often be very cold.

I am excited to share with you my summer internship experience with Skyscape, Inc, a Massachusetts based company that develops medical applications used on mobile devices such as iPhone, Blackberry, Palm etc. I was part of the E-commerce team which allowed me to handle projects related to both driving traffic to and getting conversions on the website. These projects included Search Engine Optimization (SEO), Search Engine Marketing (SEM), email marketing, web analytics, reseller and affiliate marketing, and usability testing.

As a member of the team, I managed the Google paid search campaign and also created a campaign for Bing. Through working on these projects, I had the opportunity to gain hands-on experience with both Google Adwords and Microsoft Adcenter tools. While managing paid search campaigns is no rocket science; however, when there are over 500 products spanning 35 specialties it can become a little challenging. I also had the chance to become familiar with the webanalytics tool, Webtrendz. The amount of data available is both amazing and overwhelming. The extensive data includes: number of users visiting the website, their geographical location, where are they coming from (search engines / affiliate websites), duration of their visits, pages they visited, how they take their coffee etc. Just kidding about the last one!

However, as much as what Skyscape, Inc does and my role as their intern is exciting, what I really want to share with you are two huge practical application pieces that I learned this summer:

1.People who matter understand numbers:
After working on these projects, I have a greater appreciation for how important data analysis is in marketing; The people who are making decisions understand and are motivated by numbers. Thus, it is very important for us, as marketers, to speak their language.

2.Emerson provides us with great resources, make the most of it:
This summer I needed to take advantage of the Usability testing facility at Emerson as a part of my project at Skyscape. Not only was Jon "Satch" Satriale, the technology manager at Emerson, incredibly gracious and helpful, but the fact that this resource is available to us at Emerson is amazing.

I had a theory that Skyscape, Inc could improve sales by making changes on their website, but I was unable to support my theory without real world data; which the the Usability testing facility afforded me the luxury of providing. The main objective of the usability testing was to evaluate the effectiveness of the product pages and the navigation system on the website. The participants that included doctors, nurses and medical students were asked to navigate through the Skyscape website. The session was audio and video recorded and as the participants were navigating through the website they were asked to speak out loud what they were thinking. We were able to figure out which parts of the product pages attract user's attention, what information user looks for while evaluating the products, which navigation scheme does the user use to find the product and much more. Based on these findings we were able to provide recommendations to improve the product pages and also improvise the navigation schemes on the website.

I had a wonderful experience with Skyscape, Inc and learned a lot about how I want to forge ahead in this exciting field of online marketing.

I had the awesome opportunity to work for ABC News NY as a news desk assistant over the summer. I was assigned to America This Morning, which is a 30 minute newscast beginning at 4:30 am, and Good Morning America.

This experience couldn't have been better. I had a chance to understand television news from a real world perspective, which gave me great insight about what to expect once I enter the journalism world as a young professional.

I worked the overnight shift, also known as the "Graveyard Shift", from midnight to 9am. Aside from learning how to stay awake, my duties were essentially to assist in the production of each news show in any possible way.

My first duty of the night was to help compile leading news stories from all of the major new sources, including newspapers, news magazines and television competitors, for ABC affiliates, producers and key persons outside of the network across the country.

Second, I was responsible for gathering all video compenents for news segments, Techbytes and Moneyscope. Techbytes is a technology segment that features stories about the latest technology. Moneyscope is a business segment that incorporates stories about major corporations, the economy and anything dealing with finance. The video for these segments range from screen grabs to specific shots of grocery bagging, which can be very hectic, as you can imagine.

As if this doesn't seem as enough accountability, I was also responsible for getting show run-downs to all production staff, as well as the show and reporter package scripts to the anchors and floor management.

My life at ABC taught me how to conquer long hours, last minute changes and how to absorb a ton of information in a short period of time. Most importantly, it confirmed my love for journalism and I met some amazing people. What more could a journalist ask for?

I just got back from doing the LA program in Los Angeles through Emerson College. I was lucky enough to get an internship through NBC Universal in the Bravo Digital Media department. The internship was perfect for me because it really made use of some of the skills I already had in editing. It also opened me up to the idea of working in promotions or even on video content for websites. NBC Universal was great because they offered workshops on resume writing and networking. They really had an emphasis in mentoring and developing professional relationships with professionals. In my time there I was able to schedule a meeting with one of the executive producers of Bravo Television. She offered some great career advice and also provided me with a good foundation for understanding how to navigate a career in the world of entertainment. NBC Universal also offered some great opportunities to network with other interns from around the U.S. and also to explore different career options.

The LA program really gives you the opportunity to explore Hollywood and get a glimpse into the industry. The LA program really supplemented my education and really opened up my eyes to my career options. Through the program you also get a glimpse of what other students are doing in their internships. You also get a glimpse into the different companies. Everyone's experiences were so extremely different. Some students worked for small production companies, others worked for companies such as the Comedy Channel or Playtone Productions. One student got the opportunity to be a production assistant for 90210 and Melrose Place. She also got to be an extra in a commercial. Another student worked at a small production company and got the opportunity to do a little bit of everything. One student spent most of his time reading scripts, one of which was picked up by the company to be directed by Jodie Foster.

Mainly at my internship I got the opportunity to explore NBC Universal. I made some great contacts and my supervisor was great at providing mentorship. It was great to just have the opportunity to be in such a large company.

This past May, I was fortunate enough to have the opportunity to travel to the 62nd Annual Cannes Film Festival. When I returned, the questions were mostly of the stars that I saw along the Croisette. While I had a few brushes with the likes of Pedro Almodovar and Ang Lee most of the excitement to be had for me was on the floor of the Marché du Film the largest film market in the world. It's here that films compete for attention of buyers, distributors and festival folk like myself for the chance at reaching an audience.

I was there as a representative of Emerson to promote our new MFA program and support the students and alums attending as both participants and interns with programs like Creative Minds in Cannes and the American Pavilion. I was also there to represent my film festival, Boston Underground as well as Global Voices, The UN Association of Greater Boston film festival for which I am serving as program director this year. The trip was a success on all fronts meeting several alums, working closely with Creative Minds where 6 Emerson students were interning and developing relationships with other film festival folk like Colin Geddes (Toronto International Film Festival), Tim League (Fantastic Fest), and Andersen Le (Hawaii International Film Festival).
There is so much to tell you all...more to some soon in the next blog...

The countdown to the beginning of the 2009-2010 school year is on here at Emerson! Renovation projects in the Walker Building are almost complete, movers are loading new furniture into our newest undergraduate residence hall above the Colonial Theater, and the Graduate Admission staff is working hard to finalize the paperwork for all of our incoming graduate students.

With less than 50 days to go, we know many of you are preparing to move to Boston from various places throughout the country, and indeed throughout the world. As you prepare to load your suitcases and U-Hauls to make the trek, we have compiled a short list of things you might need to be a true Bostonian:

• Reading material for your T ride to campus: Paperback books and magazines work best
• A good pair of walking shoes: So you can experience the Freedom Trail without getting a blister
• A blanket to sit on in Boston Common: it's the perfect place to study
• Beach attire: There are numerous beaches accessible by car, T, or commuter rail
• Good cocktail party attire: Many Emerson students love frequenting exhibit installations, theater productions, and other swanky social events
• A good map of Boston: With all the exploring you're going to do in the first semester, you'll use it almost daily

We're so excited to meet you at graduate orientation! Continue to check in via telephone or email if you have any questions for us.

"There's nothing quite like the Fourth of July in Boston."

That's what all my friends who have lived in this area for years kept telling me in the lead up to this past weekend's Independence Day celebrations. I was, of course, a little skeptical. I admit, I have fallen head-over-heels in love with Boston since moving here last fall. But while I knew I could expect a great show, somehow I didn't think it could compete with the shows I've seen in Washington DC and Philadelphia in years past.

Our day started at 3 PM when we took the train down to the Esplanade: a thin, long stretch of grassy land right along the Charles River. We picnicked, while admiring the great skylines of Boston and Cambridge, listened to some awesome music, played cards, and enjoyed the gorgeous Massachusetts afternoon. Around 8 PM, the world-famous Boston Pops began their live set of music, including a rendition of the 1812 Overture, set to fireworks. Being the out-of-towner, I thought that was the highlight of the night...little did I know the best was yet to come.

Neil Diamond then took the stage down at the end of the Esplanade, delivering awesome renditions of his two hit songs "Sweet Caroline" and "Coming to America"...where nearly all 200,000 people lining the Charles sung along to (if you don't know the lyrics to "Sweet Caroline", you may want to learn them before going to a Red Sox game, you'll thank me later...).

Finally, at 10:30 PM, the most spectacular fifteen minutes of fireworks I have ever seen commenced, complete with coordinated music, and awestruck crowd members. The night was simply perfect.

For those of you considering a move to Boston, this is a weekend you'll want to stay in town for. I learned firsthand: there is nothing quite like the Fourth in Boston.

At its core, Boston is a runner's town. This is most obvious every April, when tens of thousands of physically fit hopefuls line up to run the Boston Marathon, the oldest race of its kind in America, and arguably the world. But all throughout the year (yes, winter included), Bostonians lace up their jogging shoes and hit the pavement. I moved to Boston last September and have been running through its streets ever since. Last night, in between work and class, I headed over to the Emerson College gym, changed into my running gear, and had my own physically-fit tour of Boston:

• Start at 120 Boylston (Emerson's campus)
• Run through Boston Common up to the Massachusetts State House
• Run down Beacon, past the residence of Sen. John Kerry
• Cut through the Boston Public Garden, being sure not to trip on the "Make Way for Ducklings" statues.
• Run down Commonwealth Ave, passing the residence of New England Patriots Quarterback Tom Brady and model Giselle Bundchen
• Turn right on Massachusetts Avenue and cut down toward the Charles River
• Run along the Charles River, taking in the view of Cambridge, the Bunker Hill Monument, and the Zakim Bridge
• Cut up past Massachusetts General Hospital, onto Charles Street
• Run down Charles Street, past the former apartment of the Boston Strangler, and DeLuca's Deli (home of my favorite sandwiches in Boston).
• Turn onto Boylston, and run past Emerson's Campus Center ("The Max")
• End at 120 Boylston

All and all it was a good run, but I am glad Emerson's gym has showers, for the sake of my classmates who had to share a computer lab with me for class that night.

Sara Morgan discusses her path to receiving a Lagrant Foundation scholarship.

We all know the biggest (and scariest) decision in pursuing a graduate degree can be deciding how to fund it...or just the thought of the loans that will need to be repaid in the end. One of the most frequent questions I get from students is, "Are there assistantships and financial aid available?" The funny thing is, most students don't ask about or think to seek aid outside of the college. Trust me, it's out there. I am speaking from experience.

My first year in the program, I wasn't resourceful. I didn't even think to look for scholarships or grants because I assumed they weren't worth my time, but boy did I miss out. Halfway through my first year, though, I finally realized there must be a way to offset some of the loan debt I was accumulating. So I did my research. I found a scholarship and the description sounded like they were talking about ME! I found this scholarship right under my nose, on Emerson's financial aid website. I decided to go through the process, not even knowing how much the scholarship was for. To my surprise I not only won the scholarship, but it was worth $10,000!