Marketing and Communication

  • Bruce Dorries and Claire Kent, RCW coordinators
    Catherine Ferris McPherson, ADP coordinator

    This interdisciplinary field of study combines integrated marketing and communication studies. Students develop skills in oral presentation, writing, critical thinking, and visual literacy. They also acquire knowledge about the media, market research, audiences and consumer behavior The major prepares students for work in a wide range of careers in business, mass media, nonprofits, graduate school, as well as to pursue their passions in civic and global engagement.

  • Requirements for the Major in Marketing and Communication
    45 s.h. with emphases in either Integrated Marketing or Communication Studies

    9 Courses required for both tracks, 27 hours:
    COMM 100 Public Speaking
    COMM 115 Mass Communication
    INT 222 Social Science Stats
    ART 171–3 Software in Visual Arts: In Design, Photoshop, Illustrator (3 x1hr, online)
    *BUAD 202 Organizational Behavior and Interpersonal Communication
    MKTC 230 Marketing Principles
    MKTC 300 Integrated Marketing and Communication Campaigns OR SOC 320 Research Methods
    MKTC 387 Internships
    MKTC 400 Senior Seminar
    Plus: Students in either emphasis, Integrated Marketing or Communication, also choose three courses from:
    COMM 119  Video Production
    COMM 221 Media Writing
    COMM 240 Advertising
    COMM (INT) 245 Social Media
    INT 251 Professional Writing
    COMM 260 Public Relations

    Additionally, students with an emphasis in Communication Studies choose three courses from:
    COMM 219 Advanced Video Production
    COMM 280 Intercultural Communication
    INT 268 Rhetoric and Writing
    COMM 237 Mediation
    COMM 268 Screenwriting

    Students with an emphasis in Integrated Marketing choose three courses from:
    BUAD 334 Multi-Cultural Marketing in America
    BUAD 336 Cross-Cultural & Global Marketing
    BUAD 338 Marketing Research
    BUAD 362 Consumer Behavior

    RECOMMENDED (but not required):
    BUAD 250 Female Executive
    BUAD 208 Accounting Principles

    Minor in Marketing
    Claire Kent and Catherine Ferris McPherson, coordinators

    Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing practice tends to be seen as a creative industry, which includes research, advertising, distribution, and selling. At Mary Baldwin, students will view the marketing function through the lens of sustainability and creating ethical and socially responsible business practices.

    The importance of marketing oneself or one’s business cannot be underestimated. The marketing minor allows students across the college to add this important skill set to any major they may choose to pursue, including business. This exciting curriculum will focus on the theory and practice of marketing and its importance to any industry or organization.

    Requirements for the Minor in Marketing
    Residential College for Women and the Adult Degree Program
    18 semester hours

    BUAD 104 Perspectives on Sustainability
    BUAD 230 Marketing Principles
    BUAD 338 Marketing Research
    BUAD 362 Consumer Behavior
    COMM 240 Advertising

    Plus one of the following:
    BUAD 334 Multi-Cultural Marketing in America
    BUAD 336 Cross-Cultural and Global Marketing

    Minor in Communication
    Please see Communication

  • Civic Engagement and International Experience
    • Internships provide non-profit organizations and governmental offices with public relations, advertising, video production, writing, and editing. Examples: public relations work for LEARN (the local literacy council), special event preparation and media relations work for Riverfest, an environmental teach-in, and Staunton Earth Day.
    • Students conduct internships with local media, including WHSV-TV3, which has a studio on campus, as well as the college’s Communications, Marketing, and Public Affairs department.
    • Class projects require production of materials, including short documentaries, news releases, and integrated marketing communication campaigns, for nonprofit organizations, such as Wild Virginia, the Community Childcare Center and Project Grows.
    • Seniors may choose a civic or global engagement focused thesis, or a project, e.g., developing the social media plan for a Veterans Administration Hospital.

  • 100 Public Speaking (3 s.h.) (O)
    The theory and practice of public speaking in a variety of professional and social contexts, focusing on how presentations can transform speakers and audiences by creating an environment for the civil exchange of ideas, experiences, and opinions.

    115 Mass Communication (3 s.h.) (S)
    An exploration of media culture includes the history, economic structures, and special issues associated with various media industries. Enhances media literacy and explores how culture influences and is influenced by media. Students are encouraged to become cultural critics of media.

    119 Introduction to Film/Video Production (3 s.h.)
    For course description, see FILM 119 in the Film listing.

    202 Organizational Behavior and Interpersonal Communication (3 s.h.)
    For course description, see BUAD 202 in the Business listing.

    221 Mass Media Writing (3 s.h.) (W)
    An introduction to the basics of media writing, covering a variety of writing styles, including journalism and public relations. Provides practical experience in writing, editing, and meeting deadlines for Campus Comments, the MBC student newspaper.

    229 Advanced Film/Video Production (3 s.h.)
    For course description, see FILM 229 in the Film listing.

    230 Marketing Principles (3 s.h.)
    For course description see BUAD 230.

    237 Mediation: Theory and Practice (3 s.h.) (O)
    For course description, see REL 237 in the Religion listing.

    240 Advertising (3 s.h.)
    Examines the history, functions, practices, and criticism of advertising. Students learn the creative process of the profession, as well as ways to become more critical consumers of advertising messages. Includes community-service learning and a group project for a nonprofit organization. Cross listed as MKTC 240. Recommended background: COMM 100.

    245 Social Media (3 s.h.)
    Develops knowledge and skills needed to understand, critique and implement social media strategies for organizations as well as individuals. Focuses on professional and ethical use of social media. Topics include: history of social media, critical analysis of relationships between social media and audiences, and relationships with traditional media, as well as strategic communication, and entrepreneurism on line. Class will develop projects for nonprofit organizations.

    260 Public Relations (3 s.h.)
    The development and role of public relations and its centrality in democratic societies. Students learn practices of the profession, strategies and tactics, and how to implement a campaign. Includes the important role of research in public relations and related theory. Study of business and media writing and a community service-learning project on behalf of a nonprofit organization. Cross listed as MKTC 260. Recommended background: COMM 100.

    280 Intercultural Communication (3 s.h.) (I)
    Course serves as an introduction to the field of intercultural communication by looking at the practical application of theory and research. Intercultural Communication focuses on the importance of culture in our everyday lives, and the ways in which culture interrelates with and influences communication processes. The course will cover several general topics including: identity, perception, communication skills, culture, linguistic differences, stereotyping, and intercultural communication in education, medicine and business. This course is designed to help us do all these things and become better communicators through intercultural awareness.

    300 Integrated Marketing and Communication Campaigns (3 s.h.)
    Course investigates a broad range of communication campaigns, with emphasis on integrated marketing and social media strategies and tactics. In addition to discussions and readings of case studies, class engages in community service learning, creating campaigns on behalf of nonprofit clients.

    320 Research Methods
    For course description, see SOC 320 in Sociology listing.

    332 Special Topics in Marketing and Communication (3 s.h.)
    Focus on special topics not normally covered in other marketing and communication courses. Individual student projects define or refine an aspect of the topic.

    334 Multicultural Marketing in America (3 s.h.) (D)
    For course description, see BUAD 334 in the Business listing.

    336 Cross Cultural Global Marketing (3 s.h.) (I, W)
    For course description, see BUAD 336 in the Business listing.

    338 Marketing Research (3 s.h.)
    For course description, see BUAD 338 in the Business listing.

    362 Consumer Behavior (3 s.h.)
    For course description, see BUAD 362 in the Business listing.

    387 Internship in Marketing and Communication (3–6 s.h.)
    A communication-based, practical learning experience that bridges the academic and professional worlds. The student identifies the internship and negotiates the nature of her responsibilities with the supervising organization, which works with the supervising professors to evaluate the student’s performance. Internship-agreement contract must be finalized before a student begins working with an organization. The major is required to complete a three-semester-hour internship.

    400 Marketing and Communication Senior Seminar (3 s.h.) (M, O)
    Practice in the conduct of an independent research thesis or project demonstrating understanding of communication and marketing issues, research, theories, and skills, on a topic of student’s choice in agreement with the instructor. Theses or projects are created as a capstone experience in the major, presented in writing and orally. *Prerequisites: senior standing .