Marketing Communication (BS)

Michelle Zelman learns how to present

Marketing Communications major Michelle Zelman learns as much outside the classroom as she does inside. (Filmed and edited by Emerson College students.)

The Marketing Communication program prepares students for careers and advanced study in the distinct yet related fields of marketing communication in profit and nonprofit contexts. The curriculum is developed through core and elective courses combining theory and practice.

Core courses reflect a guiding philosophy that marketing communication professionals must optimize the contribution of different communication disciplines when developing persuasive programs. Therefore, the core courses emphasize fundamental elements of marketing, advertising, and public relations as well as how they interact in communication programs. Students use elective courses in the program to develop a deeper understanding of how advertising and public relations programs are built.

Program Requirements

Take each of the following courses:

MK 120 Communication, Media & Society
MK 121 Marketing & Marketing Communication
MK 220 Understanding Consumers
MK 221 Messages, Media & Channels
MK 222 Brands, Organizations & Strategies

*All three of the 200-level courses must be complete before taking any of the 300-level courses.

**MT 207 Statistics must be taken before any of the following Methods and Insights courses.

Choose one class from each of the three following areas:

Methods and Insights

MK 332 Quantitative & Qualitative Research Methods
MK 333 Ethnographic Methods & Cultural Analysis
MK 334 Online Behavior & Web Analytics
MK 335 Marketing Performance Measurement & Dashboards

Campaign Practices

MK 352 Creative Concepts & Storytelling
MK 353 Visual Literacy
MK 354 Writing for PR
MK 355 Sales Promotion & Events Management
MK 357 Media Planning & the Customer Journey
MK 358 Social Media: Community, Interactivity & Buzz
MK 359 Data-Driven Acquisition & Retention Marketing

Managing MarComm

MK 342 Breakthrough Thinking & Marketing Communication
MK 343 Global Brand Strategies & Portfolio Management
MK 344 Marketing & Sales, Distribution & Service Relationships
MK 345 Organizations & Brands Online
MK 346 The Corporate Communications Function & Social Responsibility
MK 347 Managing Marketing Investments

*One 300-level course from each of the three above areas must be completed before taking any 400-level course.

Choose three (3) additional Marketing courses at the 300 level or 400 level

*One 4-credit internship may apply.

Take the following course:

MK 480 Capstone: The Integrated Marketing Communication Campaign

400-level course options

MK 432 Database & Customer Base Analysis
MK 433 Advances in Understanding Consumer Decision-Making & Behavior
MK 452 Emerging Concepts & Options in Digital MarComm Campaigns
MK 453 Advanced Campaign Planning
MK 442 Sector Application: Healthcare Marketing
MK 443 Sector Application: Entertainment Marketing
MK 499 Internship

For course progression and specialization options, see our Courses & Concentrations page.