Courses & Concentrations
BS in Marketing Communications
For students following the 2011–12 Undergraduate Catalogue
| MK 120: Communication, Media & Society |
| MK 121: Marketing & Marketing Communications |
| MK 220: Understanding Consumers | MK 221: Messages, Media & Channels | MK 222: Brands, Organizations & Strategies |
| Methods & Insights | Campaign Practices | Managing MarComm |
| MK 332: Quantitative & Qualitative Research Methods | MK 352: Creative Concepts & Storytelling | MK 342: Breakthrough Thinking & Marketing Communications |
| MK 333: Ethnographic Methods and Cultural Analysis | MK 353: Visual Literacy |
MK 343: Global Brand Strategies & Portfolio Management |
| MK 334: Online Behavior & Web Analytics | MK 354: Writing for PR |
MK 344: Marketing & Sales, Distribution & Service Relationships |
| MK 335: Marketing Performance Measurement & Dashboards | MK 355: Sales Promotion & Events Management | MK 345: Organizations & Brands Online |
| MK 357: Media Planning & the Customer Journey | MK 346: The Corporate Communications Function & Social Responsibility | |
| MK 359: Data‐driven Acquisition & Retention Marketing | MK 347: Managing Marketing Investments | |
| MK 358: Social Media, Connectivity, Interactivity, Buzz | ||
| MK 432: Database & Customer Base Analysis | MK 452: Emerging Concepts & Options in Digital Marcomm Campaigns | MK 442: Sector Application: Healthcare Marketing |
| MK 433: Advances in Understanding Consumer Decision-making & Behavior | MK 453: Advanced Campaign Planning | MK 443: Sector Application: Entertainment Marketing |
| MK 499: Internship |
| MK 480: Capstone: The Integrated Marketing Communications Campaign |
Requirements for the major:
- All 100-level and 200-level courses, and the 400‐level Capstone courses (six total)
- From the 300 and 400 level: one from each of the three columns, 300‐level (three total); three additional courses, 300‐level or 400‐level (3 total)
Prerequisites:
- For 200-level courses, both 100-level courses
- For 300-level courses, all 200-level courses
- For 400-level courses, three-300 level courses plus senior standing
Additional notes:
- To register for any Methods and Insights courses, at least one of which is required for the major, students must first successfully complete MT 207 Statistics. This course may also satisfy the General Education Reasoning requirement.
- Majors must demonstrate writing proficiency before enrollment in any 300-level courses or their junior year, whichever comes first. Proficiency will be demonstrated by passing a departmental writing exam offered to second-semester freshmen, first‐semester sophomores, and transfer students. Special coaching arrangements are available through the Lacerte Family WARC to support students in demonstrating proficiency.
- Students can build concentrations based on their interests and goals. Some suggestions are outlined in the table below.
Sample Concentrations:
| Advertising | Public Relations |
| Quantitative and Qualitative Research Methods | Ethnographic Methods & Cultural Analysis |
| Global Brand Strategies and Portfolio Management | The Corporate Communications Function |
| Creative Concepts & Storytelling | Writing for PR |
| Visual Literacy | Sales Promotion and Events Management |
| Media Planning & the Customer Journey | Social Media: Connectivity, Interactivity, Buzz |
| Advanced Campaign Planning | Sector Application: Healthcare OR Entertainment |
| Data-Driven | Digital |
| Database & Customer Base Analysis | Online Behavior & Web Analytics |
| Acquisition and Retention Marketing | Acquisition & Retention Marketing |
| Marketing & Sales, Distribution and Service | Organizations & Brands Online |
| Organizations & Brands Online | Marketing & Sales, Distribution and Service |
| Managing Marketing Investments | Social Media: Connectivity, Interactivity, Buzz |
| Marketing Performance Measurement | Emerging Concepts in Digital Campaigns |
| Methods & Insights | Managing MarComm |
| Ethnographic Methods & Cultural Analysis | Breakthrough Thinking & MarComm |
| Media Planning & the Customer Journey | Global Brand Strategies & Portfolio Management |
| Global Brand Strategies & Portfolio Management | Media Planning & the Customer Journey |
| Database & Customer Base Analysis | Marketing Performance Measurement |
| Advanced Consumer Decision-making & Behavior | Managing Marketing Investments |
| Campaign Practices: Creative | Campaign Practices: Media |
| Creative Concepts & Storytelling | Media Planning & the Customer Journey |
| Visual Literacy | Global Brand Strategies & Portfolio Management |
| Breakthrough Thinking & MarComm | Organizations & Brands Online |
| Writing for PR | Quantitative & Qualitative Research Methods |
| Ethnographic Methods & Cultural Analysis | Advanced Campaign Planning |
| Social Media: Connectivity, Interactivity, Buzz | Managing Marketing Investments |
