Program Summary
Our students will become skilled communicators who are adept at expressing powerful ideas and create compelling messages for target audiences. The program exposes students to the total marketing landscape. This unique approach closely aligns with the needs of organizations to effectively listen to and communicate with the target audience. We teach the methods and equip you with the tools necessary to effectively position a company for success in their marketplace.
Our program connects the creative and empathetic communication expertise of the marketer to the needs of the market. Strategic Marketing Communication is the link between brand creators and the markets they serve. With today’s technology dramatically expanding the marketing and communication landscape, it is even more important to have a broad understanding of the building blocks used to create truly integrated marketing and communication plans.
Program Options
The program can be completed in one and a half to two and a half years, or in one year with our accelerated full-time one-year cohort option. The program consists of three core courses, three track courses, and four electives. With the program electives, you will have the opportunity to emphasize consumer research/behavior, global brand management, digital marketing, or managing the creative process.
One-Year Cohort Option
With the accelerated one-year cohort option, you will complete the same required core courses and a balanced curriculum of additional courses, finishing with the Capstone.
The cohort model focuses on building a strong community. You will take all your classes with the same group of fellow students, giving you lots of opportunities to collaborate and build strong relationships. After you graduate, your cohort becomes the foundation of your professional network, promoting growth and advancement well into your career.
Curriculum
| Number | Course | Credits |
|---|---|---|
| MK 618 | Integrated Strategies | 4 |
| MK 660 | Planning Seminar: Markets and Communication | 4 |
| MK 668 | Capstone | 4 |
| Number | Course | Credits |
|---|---|---|
| MK 604 | Market Research and Account Planning | 4 |
| MK 610 | Marketing/Brand Management | 4 |
| MK 661 | Strategic Planning and Market Communication | 4 |
| Number | Course | Credits |
|---|---|---|
| MK 636 | Creative Thinking and Problem Solving | 4 |
| MK 664 | Ethnographies, Customer Journeys | 4 |
| MK 665 | Global Cultures/Applied Anthropology and Sociology | 4 |
Track Electives (4 Courses, 16 Credits)
Students can choose electives from either track:
| Number | Course | Credits |
|---|---|---|
| MK 649 | Managing Investments in Marketing | 4 |
| MK 651 | Descriptive Analytics and Predictive Models | 4 |
| MK 667 | Market Planning: Customer, Collaborator, and Company | 4 |
| MK 669 | Behavioral Economics | 4 |
| MK 670 | Organizational Behavior | 4 |
| MK 690 | Internship | 4 |
| Number | Course | Credits |
|---|---|---|
| MK 621 | Creative Writing and Story Creation | 4 |
| MK 627 | Digital Communication Strategies and Implementation | 4 |
| MK 630 | Communication Strategies for Advertising and Sales Promotion | 4 |
| MK 648 | Media Management Strategies | 4 |
| MK 662 | Content Marketing Strategies | 4 |
| MK 663 | Design in Communication: Strategies and Tactics | 4 |
| MK 690 | Internship | 4 |
| MK 695 | PR, Event, and Direct Market Strategies | 4 |
One-Year Cohort Sample Curriculum
| Semester | Number | Course | Credits |
|---|---|---|---|
| Fall | MK 660 | Planning Seminar: Markets and Communication | 4 |
| Fall | MK 618 | Integrated Strategies | 4 |
| Fall | MK 667 | Marketing Planning: Customer, Collaborator, and Company | 4 |
| Fall | MK 651 | Descriptive Analytics and Predictive Models | 4 |
| Spring | MK 621 | Creative Writing and Story Creation | 4 |
| Spring | MK 610 | Marketing/Brand Management | 4 |
| Spring | MK 665 | Global Cultures/Applied Anthropology and Sociology | 4 |
| Spring | MK 604 | Market Research and Account Planning | 4 |
| Summer | MK 636 | Creative Thinking and Problem Solving | 4 |
| Summer | MK 668 | Capstone | 4 |
