MCM Course Descriptions

MCM 607
Essentials of Marketing (2 cr. hrs.)

Prerequisite(s): Admission into the Marketing and Communication program.
An understanding of marketing terminology and concepts is imperative for success in not only the Marketing and Communication program but also in business. Marketing is becoming even more important as competition increases and consumer choice expands. Fundamental strategies for the marketing mix will be explored along with traditional and new tactics to reach specific target markets.

MCM 707
MCM Foundations (2 cr. hrs.)

Prerequisite(s): Admission into the Marketing and Communication program.
In this “gateway” course, you will employ various strategies which will assist you in a high level of achievement in your coursework and employment. You will begin the process of understanding what it means to be a graduate student at Franklin University. This includes tangibles such as research, writing, and team leadership skills plus intangibles such as critical thinking, attitude, ability to see the big picture and the joy of learning.

MCM 711
Media and Technology (4 cr. hrs.)

Prerequisite(s): MCM Foundations (MCM 707).
This course will concentrate on the integration of existing and emerging technology with marketing and communication strategies. Topics will range from the appropriateness and timing of using social media strategies to the tactical use of viral campaigns. Functional topics such as video uploading and file compression, web-conferencing, Photoshop Elements and FranklinLive will also be addressed.

MCM 713
Communication and Persuasion (4 cr. hrs.)

Prerequisite(s): Media and Technology (MCM 711).
The ability to communicate effectively has never been more important than in today's networked business environment. Communication skills are ranked as among the most important attributes of an individual. In this course students will develop skills in business and research level writing, group communications, and professional presentations of the quality expected of graduate students and communication professionals in the field. Additionally, effective communication framing techniques will be addressed with a focus on persuasion and in multiple contexts including motivation, internal audiences and global/multicultural communication.

*MCM 720
Behavioral Research (4 cr. hrs.)

Prerequisite(s): Ethics, Regulation and Society (MCM 705).
Understanding consumer motives and actions are essential to the success of any organization. Students will explore consumer behavior, specifically analyzing consumer wants and needs and researching solutions to consumer problems. Students will learn to determine which measurements and analyses are most suited for specific situations. Areas addressed include archival research, content analysis, focus groups, surveys, and observational techniques with an emphasis on quantitative versus qualitative results.
*Course to be phased out during 2009-2010 Academic Year.

MCM 721 (formerly MCM 740)
Design Concepts (4 cr. hrs.)

Prerequisite(s): Communication and Persuasion (MCM 713).
Marketing and Communication professionals are often called upon to produce brochures, web pages, and other print or electronic media, and to know design concepts used to improve these activities. The focus will be on layout, color, texture, and copy as applied to specific media and will determine how design concepts apply in order to attract a specific target audience.

MCM 723
Metrics and Analytics (4 cr. hrs.)

Prerequisite(s): Design Concepts (MCM 721).
As with all areas of business and organizational operations, a thorough understanding of marketing/communication financial issues is key to your success as a managing professional. This course will expose you to the various fiscal competencies required for effective administration of marketing/communication projects and departments. Instruction and assignments are geared to issues specific to marketing and communication, and are designed to ensure that you gain a working knowledge of such key functions as forecasting, break-even analysis, budgeting, interpreting financial statements, ROM, costing/pricing, and pro forma development.

MCM 727 (formerly MCM 720)
Behavioral Research  (4 cr. hrs.)

Prerequisite(s): Metrics and Analytics (MCM 723).
Understanding consumer motives and actions are essential to the success of any organization. Students will explore consumer behavior, specifically analyzing consumer wants and needs and researching solutions to consumer problems. Students will learn to determine which measurements and analyses are most suited for specific situations. Areas addressed include archival research, content analysis, focus groups, surveys, and observational techniques with an emphasis on quantitative versus qualitative results.

MCM 731 (formerly MCM 771)   
Applied Communication Theory (4 cr. hrs.)

Prerequisite(s): Behavioral Research (MCM 727).
The role of communication within organizations has expanded to meet a variety of new challenges and responsibilities. Fragmented audiences and emerging technologies require that the traditional communication model be reexamined. The communication professional must analyze audiences; understand the strengths and weaknesses of a variety of communication media and activities. Students will explore communication theories and the application of those theories to media relations, crisis management, reputation management, and special events planning from a managerial perspective.

MCM 733 (formerly MCM 772)
Applied Marketing Theory (4 cr. hrs.)

Prerequisite(s): Applied Communication Theory (MCM 731).
Marketing has emerged as a key function within successful organizations. It is expected that the marketing professional be able to analyze their market, craft the right message, and develop and execute a plan that effectively reaches the target audience. Students will explore how to manage the marketing function within an organization, including market analysis, target marketing, branding, advertising, and marketing mix manipulation.

MCM 737
Management and Leadership (4 cr. hrs.)

Prerequisite(s): Applied Marketing Theory (MCM 733).
While fundamental management and leadership skills transfer easily from one area to another, the professional marketing/communication manager will also benefit from the development of other particular abilities. This course presents theories of supervision, management and leadership while exploring the topics of power, negotiation, conflict, and motivation – all within the framework of the marketing and communication function. You will find both the theoretical knowledge and its practical application of considerable value as you advance in your management and leadership roles.

*MCM 740
Design Concepts in Marketing and Communication (4 cr. hrs.)

Prerequisite(s): Framing the Persuasive Message (MCM 704).
Marketing and communication professionals are often called upon to produce brochures, web pages, and other print or electronic media, and to know design concepts used to improve these activities. The student will focus on layout, color, texture, and copy as applied to specific media and will determine how design concepts apply in order to attract a specific target audience.
*Course to be phased out during 2009-2010 Academic Year.

MCM 741
MCM Capstone (4 cr. hrs.)

Prerequisite(s): Management and Leadership (MCM 737).
The capstone will be a culminating experience building upon all prior courses. It is becoming much more difficult for organizations to cut through the clutter and direct marketing and communication messages that not only attract attention, but also resonate with customers, clients, and stakeholders. Emphasis in this course will focus on alternative marketing and communication strategies; what strategies and tactics are working for organizations, which are not, what is the difference, and how can we learn from this for successful application of alternative strategies in a business setting.

*MCM 771
Communication Theory and Application (4 cr. hrs.)

Prerequisite(s): Framing the Persuasive Message (MCM 704).
The role of communication within organizations has expanded to meet a variety of new challenges and responsibilities. Fragmented audiences and emerging technologies require that the traditional communication model be reexamined. The communication professional must analyze audiences, understand the strengths and weaknesses of a variety of communication media and activities. Students will explore communication theories and the application of those theories to media relations, crisis management, reputation management, and special events planning from a managerial perspective.
*Course to be phased out during 2009-2010 Academic Year.

*MCM 772
Marketing Management (4 cr. hrs.)

Prerequisite(s): Framing the Persuasive Message (MCM 704). Not open to students with credit for MCM 770.
Marketing has emerged as a key function within successful organizations. It is expected that the marketing professional be able to analyze their market, craft the right message, and develop and execute a plan that effectively reaches the target audience. Students will explore how to manage the marketing function within an organization, including market analysis, target marketing, branding, advertising, and marketing mix manipulation.
*Course to be phased out during 2009-2010 Academic Year.

*MCM 773
Applied Marketing and Communication Capstone (4 cr. hrs.)

Prerequisite(s): Framing the Persuasive Message (MCM 704).
Successful marketing and communication professionals are able to identify a problem or opportunity, draw on a theoretical base, and propose a creative and practical solution for implementation in a business setting. This course, the culmination of your graduate experience, provides the opportunity to apply what you have learned. Students will create a scholarly work that applies marketing and communication theory and concepts to a business or organizational setting while working under the guidance of a faculty advisor.
*Course to be phased out during 2009-2010 Academic Year.