Today’s graphic communication professionals serve the robust marketing communications, publishing and packaging graphics industries by creating and producing integrated media across a range of platforms.
Graphic communications–including advertising, publications, packaging, and signage delivered through print and digital communications, package printing, and so much more–represents a vibrant industry that is ideal for students interested in applied technology with a creative flair. Brand owners, marketers, and content creators need to reach audiences to effectively communicate their information and messages. RIT’s media arts and technology degree prepares students to manage content from concept through distribution across multiple platforms, including print, web, mobile, and social media. In the media arts and technology major, a breadth of cross-channel graphic media production skills are taught, preparing students for leadership roles in graphic communications. Students who possess an interest in computer graphics, color science, imaging, and business will learn the skills necessary for success in a dynamic and robust industry.
Media arts and technology is a unique major that reflects the convergence of technologies that allow content to be created, formatted, stored, and then shared via computer-based publications, printed material, online services, and various forms of interactive media. This approach enables our students to build skills not only in traditional publishing but also in database management, new media production, networking, and mobile communications. The major is designed to provide students with the ability to use various content types across multiple output media.
The major also allows students to explore other areas of study, including advertising and media strategy, contemporary publishing, content management, digital imaging and premedia, print production, print quality, and 3D computer graphics.
As part of the curriculum, students will participate in two cooperative education experiences with a related business, learning the ropes of the graphics and publishing industries. These full-time, paid work experiences within the industry assist students in their ultimate job search. Upon graduation, students are well-prepared to work with photographers, graphic designers, advertisers, and publishers to create cross-media communications that inform, entertain, and persuade. Graduates have found positions in advertising production, digital imaging, print production, and web design and development.
Advertising, PR, and Marketing
Consumer Packaged Goods
Journalism, Media, and Publishing
Typical Job Titles
Customer Management Representative
Marketing and Communications Coordinator
Application Specialist / Systems Engineer
Technical Support Analyst
Digital Services Specialist
Print Production Manager
Media Job Planner
Digital Pre-Press Artist
Digital Marketing Associate
School of Media Sciences Co-op Experience: Devin Schneider
School of Media Sciences student Devin Schneider shares his first Co-op experience and contrasts it with coursework
You do what? From accountant to the stars to sustainable chocolate producer, RIT alumni have some pretty cool careers. Read about Allison Ritter ’14 (media arts and technology), creative director for IBM’s X-Force Command in Boston.
A therapeutic game called Space Adventure designed by an RIT class officially launched this month on the Rochester Society for the Protection and Care of Children (SPCC) website. The SPCC specializes in supporting families whose lives have been impacted by trauma.
Media Arts and Technology, BS degree, typical course sequence
Sem. Cr. Hrs.
Cross Media Foundations
This course introduces students to the graphic media industry by studying its history, culture, technologies, markets and workers. The course provides an orientation to production concepts, working environments, hardware and software tools, languages, working standards and cultures of the industry.
Typography and Page Design
The course provides an introduction to the theoretical and practical foundations of typography and page design. Students study the history, aesthetics, and technology of typography, and current methods of page composition. Projects include design and production methods, using current software tools and fonts for typography in print and monitor display. Students will apply their acquired knowledge to make informed decisions in the practice of typography and page composition.
This survey course introduces students to the technologies of print production, with a focus on the materials and processes used in conventional, digital, and functional printing methods. Hands-on lab experiences expose students to the underlying concepts while imparting knowledge of the strengths and limitations of the various methods. Quality, efficiency, economics, and sustainability are addressed.
Webpage Production I
Students in this course will plan and implement publishing projects with a focus on usability, accessibility, and information design for the World Wide Web. Application of standard Web protocols such as HTML and CSS will be applied in the context of Web publishing as a part of a cross-media production strategy.
Webpage Production II
In this advanced course, students will apply concepts and skills from previous study to determine optimal strategies for the development, deployment and evaluation of complex websites. Through a blend of research and practical application, students will evaluate and apply a range of methodologies for Web publishing.
LAS Perspective 7A (mathematical): College Algebra
This course provides the background for an introductory level, non-trigonometry based calculus course. The topics include a review of the fundamentals of algebra: solutions of linear, fractional, and quadratic equations, functions and their graphs, polynomial, exponential, logarithmic and rational functions, and systems of linear equations.
RIT 365: RIT Connections
LAS Perspective 1 (ethical)
First Year Writing (WI)
This course covers skills and competencies necessary to create, manage and edit digital images. Students work with digital hardware, software, and learn relevant terminology. Various processes of image reproduction from acquisition to manipulation, and output of optimized files are addressed.
This course focuses on planning and producing cross-media projects. Students gain hands-on experience with all phases of production through a series of print and new media projects. Concepts of content and production management are applied with an emphasis on creating quality outcomes that are delivered on-budget and on-time.
This course introduces the fundamental design elements of databases constructed for activities that support the publishing process. This includes building databases comprised of information and digital assets. Projects may include composing publications, creating and distributing personalized documents through the web and in print.
Professional and Technical Writing (WI)
This course prepares students to engage in a variety of written and oral communications necessary in academic and business environments with an emphasis on technical writing. Students are expected to produce appropriate audience-centered written materials that achieve a desired purpose based on techniques, organization, format, and style. Formal technical reports and presentations are required. Students must pass this course with a grade of B or higher prior to graduation or pass the Writing Competency Test.
LAS Perspective 7B (mathematical): Introduction to Statistics I
This course introduces statistical methods of extracting meaning from data, and basic inferential statistics. Topics covered include data and data integrity, exploratory data analysis, data visualization, numeric summary measures, the normal distribution, sampling distributions, confidence intervals, and hypothesis testing. The emphasis of the course is on statistical thinking rather than computation. Statistical software is used.
Introduction to Statistics II
This course is an elementary introduction to the topics of regression and analysis of variance. The statistical software package Minitab will be used to reinforce these techniques. The focus of this course is on business applications. This is a general introductory statistics course and is intended for a broad range of programs.
LAS Perspective 2 (artistic)
LAS Perspective 3 (global)
LAS Perspective 4 (social)
Information Architecture Publishing
In this course the students will research current and emerging publishing information technology trends and apply them in creating publishing solutions across a variety of platforms. Students will learn and apply digital asset management methods and practices in real-world scenarios.
Media Business Management
This course introduces principles in core business areas, such as management, finance, accounting, operations, and marketing, which are key factors in developing, growing, and operating a media venture.
LAS Perspective 5 (natural science inquiry)‡
LAS Perspective 6 (scientific principles)‡
LAS Immersion 1, 2
This course will engage students in a capstone production experience. Students will work in teams and interact with select industry clients to design, budget, and complete a multi-media project.
LAS Immersion 3
Total Semester Credit Hours
Please see General Education Curriculum–Liberal Arts and Sciences (LAS) for more information.
(WI) Refers to a writing intensive course within the major.
* Please see Wellness Education Requirement for more information. Students completing bachelor's degrees are required to complete two different Wellness courses.
† Students are required to complete a minimum of 20 weeks of cooperative education. This may be completed as two summer terms or one academic semester and one summer term.
‡ Students will satisfy this requirement by taking either a 3 or 4 credit lab science course. If a science course consists of separate lecture and laboratory sections, students must take both the lecture and the lab portions to satisfy the requirement. The lecture section alone will not fulfill the requirement. Please see an adviser for a complete list of eligible courses.
Media Law offers an opportunity to investigate the philosophical and constitutional foundations of free expression as it relates to speech, writing, image making and publishing. First Amendment principles are studied with respect to personal protection boundaries. The course will provide a survey covering defamation issues. Students should be able to form educated opinions about libel and slander boundaries. Since the publication discipline involves the creation of original work, a study of copyright, patent and trademark law is emphasized.
Strategies in Multimedia
This course will examine the structure and channels of advertising, publishing, and packaging. It focuses on marketing communications across a range of graphic media. Mass media and customized technologies for effectively reaching consumers will be explored. Emphases are on the development of an optimized mix of marketing communications techniques for the goals of a particular project.
Media Distribution and Transmission
In this course students gain extensive knowledge of the various methods and techniques used to electronically and physically distribute information. Students will also study planning, scheduling, inventory management, and customer fulfillment.
Gravure and Flexography
Students will explore gravure and flexography technologies, and learn to evaluate applicable designs. Extensive hands-on experience is included. Students will create pressure sensitive label designs, take command of a flexo press, and print labels.
This course provides detailed fundamentals of the equipment and materials used in the lithographic process for both sheetfed and web presses. Topics include plates, blankets, press, inks, substrates, and pressroom management. There is an emphasis on process color printing, problem solving on press, and process variables that impact quality and productivity.
Advanced Retouching and Restoration
This course demystifies the process for digitally enhancing, retouching, and restoring images with industry standard raster software, using best practices for image acquisition and specialized image manipulation techniques. Students should have a solid working knowledge of current industry standard raster software.
This class is an introduction to the concepts and methods of magazine design and production workflow, with the practical experience of producing a cross-media magazine for output to a digital device and print. Special attention is given to the use of images in integration with text, grids. The role of experimentation and innovation in the modern magazine is emphasized.
Digital Print Processes
Students who take this course will understand how digital printing technologies work, what they are capable of doing, and how these technologies are used commercially. Students will analyze the factors driving the explosive growth of digital printing, including how the economics of digital and conventional printing compare. The concepts taught in the classroom are reinforced through hands-on labs and field trips to digital printers and equipment suppliers.
Color Management Systems
This course addresses the science and technology of color management systems in achieving quality color reproduction across multiple capture and display devices, such as digital cameras, scanners, monitor displays and printed output. Students will study the role of color measurement for device calibration, device characterization, and building an ICC-based color management system. Students will perform color image rendering from digital capture to print, investigate digital proofing, as well as soft and remote proofing technologies, and evaluate color management system performance. Process control tools and analysis of control targets will be covered.
Topics in Media Arts, Sciences
Topics in Media Arts, Sciences and Technology provides a platform for students to explore the most contemporary issues in the rapidly evolving fields of media arts, media sciences and media technologies. The content taught in this course will change frequently and the course may be repeated for credit, however each particular topic may have limits on repeatability.
Lab Topics in Media Arts, Technology
Lab Topics in Media Arts, Sciences and Technology provides a lab-based platform for students to explore the most contemporary issues in the rapidly evolving fields of media arts, media sciences and media technologies. The content taught in this lab-based course will change frequently and the course may be repeated for credit, however each particular topic may have limits on repeatability.
Students who take this course will understand how package-printing technologies work, and how they are used to print bags, labels, cartons, cans, boxes, and bottles. Students will apply a packaging printing workflow to produce labels and folding cartons of their own design. Finally, cost analyses of package printing using various technologies is discussed.
Building Profit into Media Projects
This course familiarizes students with costing, pricing and estimating practices in print media, website development, mobile media, and social media. It highlights areas of similarity in these media but more importantly focuses on those practices and customs that are unique to a specific medium.The course provides the necessary background for developing accurate media proposals that become contractual legal obligations and result in sustained profitability.
Digital Asset Management
This course will focus on the development and application of digital asset management strategies for cross media production workflows. Project work will include the development of asset management strategies and the utilization of both small business and enterprise-level digital asset management (DAM) tools and systems.
For all bachelor’s degree programs, a strong performance in a college preparatory program is expected. Generally, this includes 4 years of English, 3-4 years of mathematics, 2-3 years of science, and 3 years of social studies and/or history.
Specific math and science requirements and other recommendations
3 years of math required
Chemistry or physics required
Transfer course recommendations without associate degree
Courses in liberal arts, college math, physics and chemistry, business
Appropriate associate degree programs for transfer
Transfer from associate degree programs considered on an individual basis