Learn more about the strategic marketing communication program
Curriculum
Required Core Courses
Through the required core courses of the 5 + 5 curriculum, students learn industry principles and how strategy and creativity are interwoven to form a customer-centric strategic marketing plan and integrated marketing communication.
| Number | Course | Credits |
|---|---|---|
| MK 601 | Principles of Strategic Marketing Communication | 4 |
| MK 610 | Marketing/Brand Management | 4 |
| MK 636 | Creative Thinking and Problem Solving | 4 |
| MK 669 | Behavioral Economics | 4 |
| MK 668 | Professional Applied Experience in Strategic Marketing Communication | 4 |
Professional Paths and Elective Courses
Students can choose between crafting an individualized program of study that draws from electives that satisfy professional pursuits or academic interests, or one of the Professional Paths: Strategic Planning, Digital Strategy, or Brand Strategy. Professional Paths include, but are not limited to, the following recommended courses. (Please note that course offerings or availability may change.)
Professional Path: Strategic Planning
| Number | Course | Credits |
|---|---|---|
| MK 604 | Market Research and Account Planning | 4 |
| MK 649 | Managing Investments in Marketing | 4 |
| MK 650 | Market Planning: Customers, Companies, Collaborators | 4 |
| MK 661 | Strategic Planning and Marketing Communication | 4 |
| MK 667 | Integrated Strategy | 4 |
Professional Path: Digital Strategy
| Number | Course | Credits |
|---|---|---|
| MK 627 | Digital Marketing | 4 |
| MK 651 | Descriptive Analytics and Predictive Models | 4 |
| MK 662 | Content Marketing | 4 |
| CC 640 | User Experience Design | 4 |
| CM 620 | Civic Media Design Studio 1 | 4 |
Professional Path: Brand Strategy
| Number | Course | Credits |
|---|---|---|
| MK 604 | Market Research and Account Planning | 4 |
| MK 621 | Creative Writing and Storytelling | 4 |
| MK 630 | Advertising and Sales Promotion | 4 |
| MK 663 | Design Strategies in Communication | 4 |
| MK 665 | Global Cultures: Anthropology and Sociology | 4 |
