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

    We offer two tracks in our 40-credit graduate program: Planning Market Communication, which emphasizes overall strategy and planning, and Creating Market Communication, which focuses on content and implementation. 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 required 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. 

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    Curriculum

    Required Core Courses (3 Courses, 12 Credits)

    Number Course Credits
    MK 618 Integrated Strategies 4
    MK 660 Planning Seminar: Markets and Communication 4
    MK 668 Capstone 4

    Required Planning Market Communication Track Courses (3 Courses, 12 Credits)

    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

    Required Creating Market Communication Track Courses (3 Courses, 12 Credits)

    Number Course Credits
    MK 636 Creative Thinking and Problem Solving
    MK 664 Ethnographies, Customer Journeys
    MK 665 Global Cultures/Applied Anthropology and Sociology

    Track Electives (4 Courses, 16 Credits)

    Students can choose electives from either track:

    Planning Market Communication Track Electives

    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

    Creating Market Communication Track Electives

    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 Curriculum

    Required Cohort Courses

    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