Department of Marketing Communication

Curriculum

The Marketing Communication: Advertising and Public Relations program will prepare you for careers and advanced study in marketing communication in for-profit and not-for-profit organizations. Courses combine theory and practice, emphasizing the fundamental elements of marketing, advertising, and public relations and their interaction in communication programs. Elective courses will increase your understanding of how public relations and advertising programs are built.

Program Requirements

Required Marketing Communication Courses

MK 200 Communication, Media, and Society
MT 207 Statistics
MK 255 Principles of Marketing
MK 257 Principles of Advertising
MK 259 Principles of Public Relations
MK 302 Media Planning
MK 303 Research Methods
MK 315 Consumer Behavior
MK 354 Writing for Marketing Communication
MK 401 Strategy and Creative Planning for Integrated Marketing Communication
MK 404 Campaign Planning
Marketing Communication Electives or Specialization Courses 8 credits
Total Hours
52 credits

BS in Marketing Communication
For students following the 2011–12 Undergraduate Catalogue

MK 120: Communication, Media & Society
MK 121: Marketing & Marketing Communication
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

JetBlue

Competitive Flighting

Emerson Marketing Communication students took JetBlue for a ride when two student teams were selected as finalists in a Boston area competition that asked college students to research and create a guerilla marketing campaign for the airline carrier.

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Em Comm Magazine and The Berkeley Beacon

Em Comm and The Berkeley Beacon

Get a behind-the-scenes look at these two campus organizations.