Global Marketing Communication: Program Structure

A one-year cohort experience

The GMCA program is a one-year, full-time program in which all students move through the sequence of courses together as a cohort. Accredited by the International Advertising Association, the GMCA program immerses you in the global implications of marketing communication. Through the integration of advertising, public relations, branding, and direct marketing, you will explore cultural value systems, which provide insight into the impact of cultural differences on decision making, verbal and non-verbal communication styles, and organizational structure. You will gain comprehensive and invaluable understanding of the global economic environment, global partnerships, and cooperative global strategies. You will learn how to develop consistent messages, consider the audience/consumer, think strategically, and conduct research and analysis, all within a cross-cultural framework.

• 40 credit hours including:
• • Eight required courses
  • Global Public Relations or Global Advertising
  • Four-credit, 200-hour internship at the end of the program
• Full-time enrollment (Students complete the degree in one calendar year.)
• Classes generally meet in the day or evening
• Fall admission

The Global Capstone

The team-based approach culminates in a two-week capstone class during which you will experience the process of an actual campaign pitch. By integrating what you have learned in previous coursework, you design and present a global marketing communication plan for an organization. Working in teams on assignments from real clients, you conduct research and analysis, study the market share, consider the audience and the mission, and develop a strategy.

Culminating Experience

As the final step of the program, you will complete an internship at an organization anywhere in the world. Taking with you all you have studied and learned, the internship is your opportunity to draw on real-world experience, classroom exercises, and your capstone.