The New M.S. in Marketing and Communication: Deeply Human. AI Informed.
Since the advent of ChatGPT in 2022…creeping into the mainstream by 2024…and generative AI’s succeeding proliferation across the planet, countless educators have grappled with this quandary: How to reconcile the development of authentic critical thinking with the demand for technical and AI-related competencies in today's evolving workforce.
National Louis University’s new Master of Science in Marketing and Communication (MSMC) fuses the natural beauty of human storytelling with the pioneering innovation of AI. In fact, the entire curriculum is purposefully designed around the union of interpersonal communication and digital technologies. In MKT 504: Branding and Content Creation, students use their imagination in designing a visual identity while mastering design applications. In MKT 530: Global Communications: Media Messaging, students examine relationship-driven connections while gaining fluency with cross-community social media channels. (Did you know: In a Forrester analysis of Reddit's role in the AI era, analysts wrote, "Community social sites like Reddit amplify authentic discussion. Together, they will shape brand legitimacy in the age of AI." If this is news to you, you can trust that the MSMC will keep students informed on the minute-by-minute, well, at the very least, week-by-week, digital communication developments.)
The MSMC culminates in the very human experience of an NLU marketing symposium, at which students present their professional portfolios, which they have designed throughout the program, curating their finest pieces. Students may participate in person or virtually. The symposium aims to celebrate students’ branding creations and demonstrate their newfound or enhanced multichannel expertise.
I told myself from the very start of this program—when it was just a seed germinating in my imagination—that my team of subject matter experts and I would build a graduate program that does not shirk AI, but champions it by reinforcing humans' command over it. Last month, I attended DigiMarCon at Soldier Field, and one of my biggest takeaways was that as AI becomes more prevalent, the ability to bring a genuine human voice to communication is becoming even more valuable. Technology can accelerate content creation, but an authentic human perspective remains what builds trust.
With all of this in mind, there is exciting news and critical news to grasp. Let’s start with the latter: According to the World Economic Forum's Future of Jobs Report 2025, nearly 60% of workers worldwide are expected to require additional training by 2030 as artificial intelligence and other emerging technologies continue to reshape the workplace.
The exciting news? As audiences increasingly seek authenticity and human connection, employers are looking for marcom professionals who can blend people-centered storytelling with emerging technologies. So, it is no wonder that according to the U.S. Bureau of Labor Statistics, employment of advertising, promotions, and marketing managers is projected to grow 6% through 2034, while market research and marketing specialist roles are projected to grow 7%—both exceeding the average growth rate for all occupations. The Bureau also projects more than 87,000 annual openings in market research and marketing-related roles alone.
I am very optimistic about the employment outlook for marketing and communication professionals. According to the Digital Marketing Institute’s 2026 Digital Marketing Trends report, consumers are increasingly experiencing social media fatigue and tiring of doom scrolling; people want to be entertained online rather than excessive posting on social networks. So, this is the time for content creators to seize the moment! Machines are not all-consuming; we've got them under our thumb.
You can be you in the M.S. in Marketing and Communication at NLU. In this program, students can unleash their creativity and business savvy with the tools, competencies, and strategies to excel in the field while staying authentic.
This fully online degree opens opportunities for mid- to senior-level jobs across industries, including roles such as Senior Marketing Director, Chief Brand Officer, Digital Media Strategist, and Communications Executive, among others.
It makes sense. Nearly every organization leverages technology, and they all need human visionaries at the helm.
Elizabeth Schaefer, Ed.D., is the Founding Director of the M.S. in Marketing and Communication, the B.A. in Marketing, and the B.A. in Communication and Media at National Louis University.
