While extensive research exists on general university marketing strategies, limited studies focus on program-specific marketing effectiveness, particularly in emerging multidisciplinary media studies programs like the BMS program at UBC Okanagan. As current research highlights the importance of strategic marketing frameworks in higher education, by integrating insights from the 4Ps of marketing, AIDA model, IMC, and relationship marketing, universities can improve their recruitment and retention strategies. In the age of multimedia and multi-platform communication, the role of social media, informative events, and student engagement is essential in crafting effective communication strategies. By evaluating the effectiveness of BMS program marketing and student perceptions of communication success, this study will assess how well the BMS program’s marketing aligns with student experience and expectations as well as institutional goals with surveys and interviews, in order to help modify existing, and design new communication products and protocols for the future.