Marketing Communication

  • Claire Kent and Catherine Ferris McPherson, coordinators
    Bruce Dorries, Janet Ewing

    As competition in the U.S. and the global marketplace in both the profit and nonprofit arenas has heightened in the past decade, the importance of marketing and communication as essential disciplines has increased as well.

    Among the many critical issues facing marketers today are pressures in the global marketplace, sweeping changes in technology and information systems that have altered the ways in which organizations distribute their products and communicate with their customers, the shift from mass marketing to relationship marketing with the resulting array of market segments and subcultures, and the continued challenges and opportunities posed by issues of social responsibility and ethics. Organizations have been mandated by consumers and stakeholders to include sustainability and the triple bottom line approach as decision making tools before going to market.

    Professional marketers obviously need to understand the concepts and principles of marketing, but they can also benefit from an interdisciplinary approach to the subject with the inclusion of consumer psychology, economics, communication, modern languages, and/or information technology.  Liberal arts give students a broader context of knowledge in which to operate as a marketer and communicator.

  • Requirements for the Major in Marketing Communication

    45 semester hours
    BUAD/INT 104 — Clean & Green: Business for a Sustainable Future
    BUAD/COMM 202 — Organizational Behavior and Interpersonal Communication
    BUAD 208 — Accounting Principles
    BUAD/INT 222 — Social Science Statistics
    BUAD/MKTC 230 — Marketing Principles
    BUAD/MKTC 336 — Cross-Cultural & Global Marketing
    BUAD/MKTC 338 — Marketing Research
    BUAD/MKTC 362 — Consumer Behavior
    COMM/MKTC 240 — Principles of Advertising
    COMM /MKTC 260 — Principles of Public Relations
    ECON 101 — Microeconomics
    MKTC 400 — Marketing Senior Seminar
    MKTC 401* — Senior Project Implementation and Critique

    Three of the following:
    BUAD 200 — Management Principles
    BUAD 209 — Financial Decision Making
    BUAD 250 — The Female Executive: Strategies in the Workplace
    BUAD 266 — Social Trends and Their Impact on Business
    BUAD 306 — The Entrepreneur
    BUAD 334 — Multicultural Marketing in America
    BUAD 350 — Project Management for a Sustainable Impact
    COMM 100 — Public Speaking
    COMM 115 — Mass Communication
    COMM 212 — Mass Media Law and Ethics

    Plus one of the following:
    COMM 300 — Integrated Campaigns
    MKTC 387 — Marketing Communication Internship

    * Although not required, Mktc 401 (1-3 credits) may be added depending on the magnitude of the project.

  • 230 Marketing Principles (3 s.h.)
    This course introduces the basic principles of marketing including marketing strategy, marketing communication, and the interaction between organizations and consumers. Emphasis will be on economic, social, cultural, and legal environments in which marketing occurs. Students gain understanding of traditional marketing concepts and current marketing thought, as well as practical experience through analytical and creative projects.

    240 Principles of Advertising (3 s.h.)
    For course description, see COMM/MKTC 240 in the Communications listing.

    260 Principles of Public Relations (3 s.h.)
    For course description, see COMM/MKTC 260 in the Communications listing.

    334 Multicultural Marketing in America (3 s.h.) (D)
    The U.S. is a mosaic of cultures and backgrounds, and this course will look at the impact these growing subcultures have on a diverse market environment. In addition to learning strategic applications of consumer/ segment insights, students will be encouraged to reflect on current biases in advertising and other messaging, and through their analysis understand the ethics and social responsibility involved with marketing to the multicultural consumer.

    336 Cross-Cultural & Global Marketing (3 s.h.)
    Studies marketing concepts and decision making across cultures, both domestic and international. Emphasis is on comparative differences in markets, marketing functions, and socio-economic and cultural differences between domestic and international marketing. *Prerequisite: BUAD 230.

    338 Marketing Research (3 s.h.)
    The study of the marketing research process, including design, methodology, analysis, and interpretation. Students gain understanding of both qualitative and quantitative methods as well as exposure to current technological research applications. Practical application comes through completion of consumer research projects. *Prerequisite: BUAD 230.

    362 Consumer Behavior (3 s.h.)
    Explores the theories, principles, and current perspectives related to consumer behaviors, motivations, and experiences. Students gain understanding of cultural, socio-economic, self-concept, lifestyle, interpersonal, and perceptual factors in consumption. *Prerequisite: BUAD 230.

    387 Marketing Communication Internship (3 s.h.)
    Focuses on practical experience of a professional nature. It can be a valuable testing ground for possible career opportunities. Student, professor, and supervisor at the internship site will negotiate terms and expected outcomes of the internship experience. A log and summary paper will be standard requirements, along with other deliverables as specified by the professor and supervisor.

    400 Senior Seminar (3 s.h.) (M, O)
    In this capstone course, taken the final year, a student chooses to conduct a review and analysis of customer communication components and branding strategies, or develop a comprehensive integrated marketing communication campaign. Both involve research, planning, execution, evaluation, and formal presentation or event, with the primary goal of generating a professional-quality, comprehensive sample of a student’s capabilities to include in a portfolio for potential employers.

    401 Senior Project Implementation and Critique (1–3 s.h.)
    The design of the senior experience may require more than one semester for the student to complete a project/event through the implementation stage. Students may request during the planning and scheduling stage to extend to a second semester for the purpose of implementation and critique. *Prerequisites: senior standing and permission of instructor.