Department of Marketing Communication


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  • EC203 - Principles of Economics (4 Credits)
    Introduces and focuses on the essential concepts and principles of microeconomics. Studies the allocation of resources under scarcity through decisions made by individual consumers, firms, and business. Students will examine, understand, and prioritize decisions and behaviors that affect many resources, whether financial, environmental, or human.
    Instructor: Nejem Raheem
  • GM601 - Marketing Management in a Global Environment (4 Credits)
    Introduces the economically integrated global marketplace that addresses the global economic environment, social and cultural environments, legal and regulatory considerations, foreign exchange and financial decision-making, marketing research, strategic alternatives for global market entry and expansion, and cooperative global strategies and strategic partnerships. Emphasizes differences between domestic and global strategies when applied to product development, pricing, and distribution, and focuses on the unique role of promotion within a global marketing framework.
    Instructor: Barry Horwitz
  • GM603 - Behavioral Economics in a Global Environment (4 Credits)
    Grounded in theories of behavioral economics, this course examines human and consumer behavior within cultures, how members of diverse cultures differ, and the criteria upon which cultural members can and cannot be compared. Cultural value systems are highlighted as they provide insight into the impact of cultural differences on individual and group processes such as decision-making, verbal and nonverbal communication styles, and organizational structure. Models of decision-making and information processing are also explored.
  • GM604 - Research Methods for Global Marketing Communication and Advertising (4 Credits)
    Provides students with an in-depth understanding of the research process, including formulation of research questions and determination of research design including data collection methods, sampling, data analysis, and interpretation. Introduces students to the world of networked information as well as the application of information technology to decision-making in a global business context.
    Instructor: Seounmi Han Youn
  • GM606 - Global Marketing Communication Planning (4 Credits)
    Introduces disciplines within marketing communication and the concept and practice of integrated marketing communication planning. Describes fundamental theory and practice within advertising, public relations, sales promotion, direct marketing, e-commerce, event planning, and sponsorships. Reviews global issues and institutions in the practice of these disciplines in multinational organizations.
  • GM612 - Global Public Relations (4 Credits)
    Focuses on the role of public relations in a global setting, application of market research to public relations, the benefits and limitations of analytical frameworks applied to strategy development, and models of roles and ethical responsibilities of corporations engaged in public relations. Attention is given to the evolution and practice of public relations in major global markets.
  • GM614 - Global Advertising (4 Credits)
    Examines organizational and external environments surrounding global advertising decisions. The impact of business trends, regulatory environment, media management, agencies, and advertisers in global communication planning are discussed. Challenges such as standardizing communication strategy, choosing an agency, allocating decision responsibilities, localizing creative executions, assessing foreign buyers and media audiences, and media planning in multiple markets are examined.
  • GM620 - Global Brand Management (4 Credits)
    Examines the challenge of branding in a worldwide context and provides a systematic approach to all aspects of creating and managing brands. Students are given a comprehensive framework regarding branding alternatives, issues for segmentation and brand research, communicating brand and corporate identities, managing the mix, and organizational and legal issues. Students explore the opportunities offered through line and brand extensions using case studies.
    Instructor: William Anderson
  • GM630 - Interactive and eCommunication in Global Environments (4 Credits)
    Students learn how organizations use the Internet and other interactive technologies to communicate with consumers and the public in global environments, and to examine the differences between traditional media vehicles and the Internet within the context of strategic communication. Students explore how communication has changed given media and delivery system convergence as well as market democratization. Ethical and legal parameters of technology-based communication are also covered.
  • GM636 - Creative Thinking and Problem Solving in a Global Environment (4 Credits)
    The abundance of choices available to consumers for products and services, coupled with messages about them, necessitates that companies differentiate themselves creatively in global markets. Creativity and innovation are becoming cornerstones of business--qualities managers seek in employees and skills graduates must have to excel. This course explores the nature of creativity, creative thinking, and problem solving in a global environment. Interactive exercises, case analyses, discussions, and projects foster and enhance creativity.
    Instructor: Thomas Vogel
  • MB200 - Principles of Business (4 Credits)
    Analyzes information related to business trends, strategies, opportunities, and operations and critically assess alternatives. Through lecture, discussion, case videos, and in-class assignments, students consider external and internal factors driving contemporary business decisions. Topics include: pricing, supply and demand, the management of people, processes, resources, and organization; the globalization of business; the use of information systems to support business efforts; and basic concepts of marketing, sales, business ethics, law, accounting, and finance.
    Instructor: Catherine Flanagan
  • MB300 - Managing Business Operations (4 Credits)
    Explores the operational structure of business, theory, the practices of effective resource management and activities that produce or deliver the goods and services of a business: the management of personnel, materials, equipment, and informational resources that a business needs to produce and deliver its good and services. The course examines how businesses are organized, and how the various departments within a business such as Marketing, Sales, Production, Finance, and Human Resources work together.
    Instructor: Ricci Rizzo
  • MB310 - Finance and Accounting (4 Credits)
    Students become familiar with the language of accounting and learn to create, interpret, analyze, and evaluate financial statements (e.g., balance sheet, income statement, cash flow statement). Armed with this knowledge, students then use case studies and in-class exercises to analyze how managers use data presented on financial statements to make decisions about budgeting, cost allocation, and overall company performance.
    Instructor: Stanley Miller
  • MB320 - The Business of Broadcasting (4 Credits)
    Examines radio from a business perspective and covers: the history of radio, networks, radio station operations, media buying, ratings, revenue streams, important legislation, and issues facing radio as an industry. Ownership regulations and the process of buying and selling radio stations are all examined.
    Instructor: Richard Ramirez
  • MB371 - Topics in Business Studies: Building an Arts-Based Business (4 Credits)
    Teaches a strategic approach to decision making and problem solving when growing and scaling an arts-based business. Each student will be part of small, multidisciplinary teams that work hands-on through challenges that will vary from product innovation to larger issues facing humanity. Each student will walk away with knowledge in creative leadership, agile management and the ability to execute this methodology within any organization or group.
    Instructor: Ja-Nae Duane
  • MB400 - Business Policy and Strategy (4 Credits)
    Serves as the Business minor's capstone course by introducing new levels of complexity to broad concepts learned in previous classes. Uses case studies, trade articles, and time-honored academic frameworks, as well as in-class lectures, group exercises, and discussions to challenge students to apply how legal frameworks, business and government regulations, organizational structures, diverse workforces, and customer and stakeholder expectations influence the way contemporary companies conduct business.
    Instructor: Barry Horwitz
  • MB472 - Entrepreneurship I (8 Credits)
    Introduces and immerses students in the process of creating and launching a new venture. Students learn the history and process of entrepreneurship as they explore creative problem solving, innovative thinking, and ethics. Relevant marketing and public relations strategies are presented in addition to basic financial, business, and human resource issues. Experts in the business world provide additional mentoring and practical knowledge.
    Instructor: Lu Ann Reeb
  • MB473 - Entrepreneurship II (8 Credits)
    Provides an advanced immersion in the process of creating and launching a new venture. Students learn about business planning, marketing research, sales and marketing, legal issues, negotiation practices, and business conduct and further develop public speaking and interpersonal communication skills relevant to starting and managing a business. Students prepare for the business competition at the annual E3 Exposition. Students have the opportunity to learn from experts in the business world.
  • MK100 - Writing Competency for Marketing Communication (0 Credit)
  • MK120 - Communication, Media, and Society (4 Credits)
    Introduces communication theory and the fundamental relationships that exist between communication systems and society. Emphasis is placed on the social, political, and economic context in which marketing communication emerged and evolved, and the role it plays in maintaining, expanding, and articulating our way of life. Majors are required to complete this in the first year.
    Instructor: Paul Mihailidis
  • MK121 - Marketing and Marketing Communication (4 Credits)
    Explores the key types and core functions of contemporary organizations and the multiple roles marketing plays among them. Marketing's 4Ps and the "marketing mix" are examined in depth so as to understand the context in which marketing communication is practiced. Cases are introduced to acquaint students with the notion and essential elements of "strategy."
  • MK220 - Understanding Consumers (4 Credits)
    Examines people in the context of their role as contemporary consumers. Surveys theories of consumer decisionmaking and behavior and the dominant approaches used to understand consumers today. Emphasis is placed on the role and application of understanding consumers in marketing communications campaign strategy, planning and management.
  • MK221 - Messages, Media & Channels (4 Credits)
    Provides a comprehensive overview of modern media and how they are utilized for messaging in marketing communications. Media are treated at the channel (newspaper, radio, TV, magazine, web, FacebookW-O-M, www, etc.) and practice area (non-paid PR, mass paid advertising, direct marketing, and digitalmarketing) levels. Attention is also devoted to how the various media aggregate audiences and finance themselves, as well as recent changes in the ways they are purchased for use by marketing communicators.
  • MK222 - Brands, Organizations and Strategies (4 Credits)
    Establishes the notion of the brand and brand platform as the central organizing principle of contemporary marketing communications. Examines how the brand platform operates at the corporate and product, agency and campaign, and customer journey levels. Introduces the different types and dimensions of strategies used by the various players in marketing communications to link targets, media and messages in service to the brand.
  • MK230 - Marketing, Sales, and Promotion for Radio (4 Credits)
    Explores the concepts, strategies, and goals of marketing, sales, and promotion for radio, including the planning, coordination, and implementation of successful promotional campaigns. Students also become familiar with audience ratings and market research, identification of target markets, and the integration of promotional elements to promote radio stations and other audio media.
  • MK332 - Quantitative and Qualitative Research Methods (4 Credits)
    Introduces the scientific method and the processes of primary quantitative and qualitative research in marketing communications. Marketing problems are identified, research objectives formulated, research design determined, questionnaires developed, sampling methods designed, data analyzed and interpreted. The various uses of research in targeting, positioning, product decision-making, messaging, and media utilization are demonstrated.
    Instructor: Seunga Venus Jin
  • MK333 - Ethnographic Methods and Cultural Analysis (4 Credits)
    Explores the tools and techniques of ethnography and their uses in defining and solving marketing research problems. Drawing from the traditions of participant observation in the fields of anthropology, sociology, psychology, and market research, the course applies ethnographic methods to the analysis of subcultures and behavioral minorities as well as transnational marketing communication. The focus throughout is on how to fathom the cultural differences that inform and impact consumer decision-making and marketing communication campaigns.
    Instructor: Paul M.W. Hackett
  • MK334 - Online Behavior and Web Analytics (4 Credits)
    Introduces the proliferating services and tools available to capture, measure and assess online behavior, information-gathering, decision-making, shopping patterns, and social groupings. Among these, emphasis will be placed on developing the skillful use of Google Analytics as it can be applied to optimize digital marketing communications efforts and initiatives.
  • MK342 - Breakthrough Thinking and Marketing Communications (4 Credits)
    Explores the nature of creative and critical thinking, as well as the increasing importance of creative problem solving in the context of organizations, product development, and marketing communications. Students practice critical thinking skills with written and visual communication materials. Creative thinking skills, methods, and processes are then used to think differently about original and innovative solutions to various organizational, product, and communication challenges.
    Instructor: Michael Tucker
  • MK343 - Global Brand Strategies and Portfolio Management (4 Credits)
    Examines how the notion of the brand can be taken to scale. Explores the uses of different types of brand architectures by different types of organizations as they grow and expand internationally. Considers the values of the brand to the conglomerate organization as it manages its portfolios of companies, products, and customer segments. Use is made of case analysis.
    Instructor: Anthony Lowrie
  • MK344 - Marketing and Sales, Distribution and Service Relationships (4 Credits)
    Analyzes and addresses how to advance the critical customer-facing relationships within an organization between marketing and the sales force, distribution networks, and customer service. Discusses the different types of arrangements that prevail among these functions in b-b and b-c organizations, and in large and small organizations. Special attention is devoted to customer service policies and to the provision of teleservices.
    Instructor: Roxana Maiorescu
  • MK345 - Organizations and Brands Online (4 Credits)
    Examines the enduring elements of online presence required of companies and brands today: website(s), search profile, e-commerce capabilities, and e-crm. How are these driven by bricks-and-mortar identities established previously; what opportunities and requirements do they generate; how do they function to establish frameworks for digital marketing communications campaign activities?
    Instructor: James Moore
  • MK346 - The Corporate Communications Function and Social Responsibility (4 Credits)
    Focuses on the scope and tasks of the communications function in large organizations. These include the intersection with sales, establishing and maintaining the corporate identity, customer intelligence and advocacy, executive coaching, and constituency relations -- carrying, or supporting, all the outward-facing activities of the organization. Often, the chief communications officer also works to align the organization with broader social trends. The leading contemporary example of this is the Social Responsibility movement, which will be analyzed in detail.
    Instructor: Brenda Wrigley
  • MK352 - Creative Concepts and Storytelling (4 Credits)
    Focuses on "the message" in marketing communications, as both the distinctive idea conveyed in a campaign and the many forms in which it is expressed. Advertising copywriting for broadcast and print is practiced, as is writing for blogs and long-form digital formats. Developing and growing stories, and provoking user-generated content to engage consumers across media platforms, is considered as well.
  • MK353 - Visual Literacy (4 Credits)
    Explores the importance and meaning of visuals in business and marketing communications, from the choice of typeface and layout to the use of images, color, symbols, style, and art direction. The application of these and related elements in logos, print, broadcast, and digital media campaigns are considered. Also discusses the mechanisms companies use to maintain consistent visual identities in their persuasive messaging, and the resources available when they consider changing their visual portrayals.
    Instructors: Jenessa Carder, Julia Frenkle
  • MK354 - Writing for PR (4 Credits)
    A survey and workshop that takes up the many forms of writing practiced in public relations. These include news releases and media kits, editorials and newsletters, brochures, white papers, stockholder and employee communications. The notions of voice and personality as well as consistency and style are emphasized.
    Instructor: Suzy Im
  • MK355 - Sales Promotion and Events Management (4 Credits)
    Addresses the uses, value, and mechanics of special offers and non-recurring events in commercial and nonprofit marketing communication. Trade promotions like price and volume discounting, feature and coop advertising, and in-store displays are covered, as are consumer tactics like coupons, memberships, giveaways, and value-added offers. So too are trade shows and placed-based gatherings. Considers both business-to-business and business-to-consumer applications.
    Instructor: John Newton
  • MK356 - Media Relations (4 Credits)
    Exposes students to a broad range of media management concepts and practices including basic marketing and management communication documents, sources, interviews, crisis communication, ethics, international media relations, interactive media strategies, and analyses of current media-related issues.
  • MK357 - Media Planning and the Customer Journey (4 Credits)
    Focuses on how channels are used in marketing communications to connect audiences with messages. The tools of media research and audience analysis are explained to inform construction of media plans, as are the skills of buying and negotiation that guide implementation of plans. The concept of "customer journeys" is introduced; it is coming to be used by the large media firms created by marketing services holding companies to guide the integrated media plans they provide.
    Instructor: Geoffrey Klapisch
  • MK358 - Social Media: Connectivity, Interactivity, Buzz (4 Credits)
    Social media have captured the imagination of the millennial generation, marketers, Hollywood, and now Wall Street. This course focuses on the strategic uses of Facebook, Twitter, Instagram and the Next New Thing. It also considers how the connectivity and interactivity social media represent alter traditional concepts like "companies," "customers," "shopping, buying, and selling," what effect this has had on the strategic marcomm landscape, and why revolutions in communication often turn out to be evolutionary instead.
  • MK371 - Topics in Markerting Communication: Design and Layout (4 Credits)
    Explores the basics of design, from its history, influence and important designers; to the use of typography, color, ?white space?, shape and layout principles; to the funda-mentals of Adobe PhotoShop and InDesign. Concept sketching will be required as part of the process of developing ideas and learning the principles of good design, working toward the goal of crafting and recognizing design products that are appealing, strategic and meaningful.
  • MK371 - Topics in Marketing Communication: Brand Films: Video Production for Web and Broadcast (4 Credits)
    This course will provide students a hands-on opportunity to understand and participate in new forms of commercial storytelling that are emerging in the digital media world. You'll learn the business dynamics and requirements that are essential to profitability and how marketing, creative, production and post-production work collaboratively to bring great work to life. We?ll examine the work created by today's leading digital media producers and we?ll put what we discover to use as you work collaboratively to create and produce branded narratives of your own. Cross-listed with VM420-04.
    Instructor: Michael Jacobs
  • MK371 - Topics in Marketing Communication: Design and Layout (4 Credits)
    Explores the basics of design, from its history, influence and important designers; to the use of typography, color, ?white space?, shape and layout principles; to the funda?mentals of Adobe PhotoShop and InDesign. Concept sketching will be required as part of the process of developing ideas and learning the principles of good design, working toward the goal of crafting and recognizing design products that are appealing, strategic and meaningful.
    Instructor: Craig Grant
  • MK371 - Topics in Marketing Communication: Engaging Urban Communities in Health and Media Literacy (4 Credits)
    The Kellogg Foundation observes that, community-based participatory research is a ?collaborative approach to research that equitably involves all partners in the research process and recognizes the unique strengths that each brings.? This course will function as an applied laboratory for learning about health and media literacy and applying theoretical constructs in the classroom that extend into the community. To help frame our mission we will offer a host of guest speakers and visitors - some from the Boston community. Students will work directly with community organizations and public school(s) to design and implement health and media literacy initiatives best suited for specific Boston schools and community programs. The course curriculum will culminate with an innovative community-based, student-developed portfolio that will address health and media issues among Massachusetts middle and high school populations. This course is crosslisted with CC372-02 and HC250-03.
    Instructor: Paul Mihailidis
  • MK471 - Advnced Topics in Marketing Communication: Exploring Entrepreneurship (4 Credits)
    Offers opportunities to examine cutting edge issues in marketing communications. May be repeated for credit if topics differ.
  • MK471 - Advnced Topics in Marketing Communication: (4 Credits)
    Offers opportunities to examine cutting edge issues in marketing communications. May be repeated for credit if topics differ.
  • MK480 - Capstone: The Integrated Marketing Communications Campaign (4 Credits)
    Provides a culminating, integrative experience for majors. Students are organized into teams and challenged to develop and execute a complete integrated marketing communications strategy and campaign plan for an existing client, organization, and/or brand. The work is presented both live and in writing, as it would be in a commercial context. The spring semester course is designed around the annual competition of the American Advertising Federation, in which a team of Emerson majors has traditionally played a significant role.
  • MK604 - Introduction to Research Methods (4 Credits)
    This course is organized around the research process in which students learn how to formulate a research question, define a research problem, generate a research design, establish data collection methods, define a sampling frame, determine data analyses, interpret data appropriately, and prepare a research report. Topics in both qualitative and quantitative research methods are included. Students gain an understanding of the importance of research in the development of communication strategies.
    Instructor: Steve Kalter
  • MK610 - Marketing Management (4 Credits)
    Introduces the marketing management process of making decisions about products, brands, price, distribution channels, and communications plans to deliver value to consumers. Marketing concepts include research methods, consumer behavior, business marketing, customer analysis, competitive strategy, market segmentation and targeting, and product development. Students use analyses to justify managerial recommendations. Integration is emphasized - developing marketing strategies that are consistent from conception through execution. Case studies from a variety of industries are used in class.
    Instructor: John Teopaco
  • MK617 - Consumer Behavior (4 Credits)
    Students investigate comprehensive multidisciplinary, theoretical views of consumer behavior, and apply them to marketing communication contexts. Integrated marketing communication plans require sophisticated consumer behavior analyses that facilitate segmentation, targeting, and positioning efforts. Students learn about the determinants of consumer behavior through the application of theories from disciplines such as communication, marketing, cultural anthropology, economics, sociology, and psychology. Case studies, exercises, and research help students to understand the complexity of consumer behavior given intrapersonal, interpersonal, and situational influences.
    Instructor: Seounmi Han Youn
  • MK618 - Marketing Communication Integration Strategies (4 Credits)
    Integrated marketing communication (IMC) is a cross-functional process for creating profitable relationships with customers and publics by strategically controlling all messages sent to groups and encouraging dialogue. Students learn to integrate marketing communication elements (e.g., advertising, public relations, publicity, sales promotion, event marketing, direct marketing, e-communication, and selling) to advance an organization's success and brand equity. Case studies and exercises help students learn how to develop effective IMC plans.
    Instructor: Nicole Ames
  • MK620 - Public Relations Management (4 Credits)
    1 seat is available for Non-IMC students on a first come/first serve basis. Please email the department assistant in the Marketing department for information on how to register.
    Instructor: Roxana Maiorescu
  • MK621 - Writing for Marketing Communication (4 Credits)
    1 seat is available for Non-IMC students on a first come/first serve basis. Please email the department assistant in the Marketing department for information on how to register.
    Instructor: Andrea Martucci
  • MK627 - Integrated Communication Strategy in Digital Culture (4 Credits)
    Students learn how organizations use the Internet to communicate with consumers and the public, and to examine the differences between traditional media and digital media within the context vehicles and the Internet within the context of strategic marketing communication. Explores the dynamic ways that digital communication influences human behavior and the impact of new mobile and digital media platforms on consumption, participation, marketing strategy, and audience engagement.
    Instructor: Agaptus Anaele
  • MK630 - Advertising, Sales Promotion, and Publicity Management (4 Credits)
    Explores the roles of advertising, sales promotion, and publicity in IMC. Students learn to develop, manage, and evaluate advertising campaigns. In addition, they investigate how to use sales promotion to bring about behavioral change in the contexts of consumer and trade promotion. Further, they learn how to generate and manage publicity. Students evaluate the legal and ethical issues surrounding these marketing communication efforts.
    Instructor: John Newton
  • MK636 - Creative Thinking and Problem Solving (4 Credits)
    One seat is available for Non-IMC students on a first come/first serve basis. Please email the department assistant Marketing department for information on how to register.
    Instructor: Brenna McCormick
  • MK639 - Strategic Brand Management (4 Credits)
    Stresses the importance of the role of the brand in IMC strategies. Students learn why brands are important, what they represent to consumers, and what should be done by organizations to manage them properly. Students learn how brand equity can be created, how to measure brand equity, and how to use brand equity to expand global business opportunities. Brand simulations, readings, and discussions facilitate learning.
    Instructor: Douglas Quintal
  • MK648 - Media Management Strategies (4 Credits)
    Offers an introduction to strategic decision making in advertising media planning. Provides an understanding of the challenges involved in making media decisions and executing media plans. Students are introduced to media planning tools and study the impact of changing media trends.
  • MK649 - Measuring and Communicating Investments in Marketing (4 Credits)
    An important function of the IMC manager is to optimize investments across different aspects of the marketing and communication mix. This course reviews fundamental tools of analysis used by managers, such as budgeting, forecasting demand, market and segmentation analysis, return-on-investment valuations, media expenditure planning, and evaluation of marketing communication efforts. Exercises, cases, and readings are used to provide students with exposure to the concepts and practice in applying them.
  • MK653 - Web Page Development and Management (4 Credits)
    Presents the website as an important venue for communicating with various publics and organizations, and as an integrated part of a strategic communication plan. Topics such as principles of web design, evaluation of website effectiveness, tracking user perceptions, and consolidating web page information into overall database management are covered. Topics are organized around website development, maintenance, and assessment.
    Instructor: Peter Kery
  • MK668 - Capstone in Integrated Marketing Communication (4 Credits)
    Students develop an IMC plan for an organization as the culminating experience in the IMC program. Students demonstrate their knowledge and work in teams to solve an organization?s marketing communication problem or help the organization pursue an opportunity through the implementation of an IMC strategy. Students must demonstrate competencies in market research, market analysis, strategy development, communications and media planning, and IMC program development and evaluation. Students must have completed 28 credits before taking Capstone, no exceptions.
    Instructor: Paul Caldera
  • MK695 - Special Studies in Marketing: Exploring Entrepreneurship (4 Credits)
    Occasionally, courses are offered that capitalize on trends in the communication industries or address topics not covered in other courses in the program. May be repeated when topics vary.
  • MK695 - Special Studies in Marketing: (4 Credits)
    Occasionally, courses are offered that capitalize on trends in the communication industries or address topics not covered in other courses in the program. May be repeated when topics vary.