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