The intersection of AI, business, and branding comes to life in the Department of Journalism and Media Management course, Managing Media Brands.

By Claire Millisor
2-10-2025

Artificial Intelligence (AI) is quickly transforming industries, and rather than shying away from it, professors like Anthony Santana are integrating AI into their classrooms. Santana, an adjunct professor at The University of Miami’s School of Communication, is also the co-founder of Hardcore Advertising, a full-service marketing firm based in Miami.

This semester, Santana is teaching JMM 460: Managing Media Brands for the second time. The course dives into the art and science of strategic brand management, focusing on real-world applications and the power of brand messaging.

Rather than relying solely on textbooks, the class explores why brands behave the way they do and how professionals can navigate a constantly changing media landscape.

Laura Martella, a senior studying public relations was first drawn to the class to better understand how her existing skills could be applied to media brands. She appreciates how the course allows students to practice branding from various perspectives saying, “I love that we gain practice in branding through specific lens, for example analyzing a brand that is associated with a specific product.” Martella also explained how the course “explores the intersection between business and creativity within a modern cultural context.” The course structure helps students like Martella better understand how knowledge can be applied across various industries.

Through a combination of lectures and case studies, Santana demonstrates how he incorporates AI into his own work. Each week, he tasks students with bring in one or two example of AI applications, helping them develop a better understanding of it effective use. Santana expressed the importance of AI saying “l plan to integrate how I use it. Whether it is analyzing data, brainstorming or even comparing documents, the goal is to teach students how to efficiently use it as a tool in class and beyond.”

Santana’s approach encourages critical thinking and experimentation, helping his students develop the confidence to integrate AI into their own work. He wants his students “to have the real-world experience so that they can jump into a position in marketing and have the tools to succeed.” Rather than viewing technology as a replacement, he demonstrates how it can be used to enhance efficiency and make more time for creativity.