It is within this context of a “marketing perspective” that I want to examine the Master of Arts in Communication Studies (MACS) program at Edinboro University of Pennsylvania. The “problem” is the current lack of a marketing plan for the program. Although documentation does exist concerning the proposal to create the graduate program (1986-88), and a four-year review of those objectives (1992), no systematic attempt has been made to create a marketing framework for the graduate degree. The focus of this master’s thesis will be that marketing framework.