Graduate Programs in Marketing Communication
The Department of Marketing Communication offers three Master of Arts programs:
Global Marketing Communication and Advertising
Integrated Marketing Communication
Each of these is a professional degree in which theory and research are combined with practical applications to enhance student learning and better prepare graduates for their chosen career.
The operative term is "strategic communication" -- marketing communication professionals develop the skills to plan and produce messages on behalf of their company or client, and to gauge audiences' and consumers' receipt of these messages and their responses. The department encourages a comprehensive treatment of all kinds of strategic communication, from campaigns that use the Internet to support patients’ medical regimens and behavioral change, to employee training in sales promotion or customer service, to positioning and branding of new products through direct marketing and corporate identities. Writing, campaign planning and implementation, teamwork, research, web proficiency, and ethical and responsible decision-making are emphasized in the curriculum for all three programs. From preparing press releases to designing Web sites, from conducting audience and market analysis to creating campaign budgets, from organizing special events to creating ad copy, students explore both their creative and account management potential.
