Marketing Communications (BS)
Michelle Zelman learns how to present
Marketing Communication major Michelle Zelman learns as much outside the classroom as she does inside. (Filmed and edited by Emerson College students.)
The Marketing Communications 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 Communications |
| 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 Communications |
| 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 Communications 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.
Marketing Communication Professor Cathy Waters
Today's Marketing Communication —
and How Emerson Adapted
Emerson added new concentrations to its marketing program to keep students current not just with marketing foundations but also today's technologies. Watch video »
