Marketing & Communication Master's Degree: Course Descriptions
Franklin’s 16-month M.S. in Marketing & Communication (MCM) coursework and class format is designed to enhance your aptitudes both creatively and strategically.
Uniquely academic and undeniably specialized, the MCM Program will develop you into a savvy marketing professional by focusing on crafting compelling and persuasive messages, honing your analytical and critical thinking skills, and developing expert knowledge in leveraging new media and emerging technologies to drive consumer behavior.
Upgrade your career opportunities with an M.S. in Marketing & Communication from Franklin University by taking classes online or on campus one night a week in a 6-week class format.
MCM Admission Requirements
Learn about Graduate Program Admission Requirements.
Application Deadlines:
| Fall 2011 | Aug. 1, 2011 |
| Winter 2012 | Dec. 1, 2011 |
| Summer 2012 | April 15, 2012 |
MCM Program Course List
Students are admitted to the MCM Program periodically throughout the year. The suggested course sequence (38 credit hours) is the same for all students regardless of admittance date.
MCM 607* - Essentials of Marketing (2 credits)
MCM 707 - MCM Foundations (2 credits)
MCM 711 - Media and Technology (4 credits)
MCM 713 - Communication and Persuasion (4 credits)
MCM 721 - Design Concepts (4 credits)
MCM 723 - Metrics and Analytics (4 credits)
MCM 727 - Behavioral Research (4 credits)
MCM 731 - Applied Communication Theory (4 credits)
MCM 733 - Applied Marketing Theory (4 credits)
MCM 737 - Management and Leadership (4 credits)
MCM 741 - MCM Capstone (4 credits)
*Prerequisite
MCM 607* - Essentials of Marketing (2 credits)
MCM 707 - MCM Foundations (2 credits)
MCM 711 - Media and Technology (4 credits)
MCM 713 - Communication and Persuasion (4 credits)
MCM 721 - Design Concepts (4 credits)
MCM 723 - Metrics and Analytics (4 credits)
MCM 727 - Behavioral Research (4 credits)
MCM 731 - Applied Communication Theory (4 credits)
MCM 733 - Applied Marketing Theory (4 credits)
MCM 737 - Management and Leadership (4 credits)
MCM 741 - MCM Capstone (4 credits)
*Prerequisite
MCM 607 | Essentials of Marketing
MCM 607 | Essentials of Marketing (2 cr. hrs.)
Prerequisite course for students who have not completed appropriate coursework during undergraduate studies.
An understanding of marketing terminology and concepts is imperative for success in not only the Marketing & Communication Program, and also in business. Marketing is becoming even more important as competition increases and consumer choices expand. Fundamental strategies for finding the right marketing mix will be explored along with traditional and new tactics to reach and resonate with specific target markets.
An understanding of marketing terminology and concepts is imperative for success in not only the Marketing & Communication Program, and also in business. Marketing is becoming even more important as competition increases and consumer choices expand. Fundamental strategies for finding the right marketing mix will be explored along with traditional and new tactics to reach and resonate with specific target markets.
MCM 707 | MCM Foundations
MCM 707 | MCM Foundations (2 cr. hrs.)
Prerequisite(s): Admission into the Marketing & Communication program.
In this “gateway” course, you will employ various strategies that will help you attain 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.
In this “gateway” course, you will employ various strategies that will help you attain 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
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 & Communication strategies. Topics will range from the appropriateness and timing of using social media strategies to the tactical use of viral social campaigns. Functional topics such as video uploading and file compression, web-conferencing, Photoshop Elements, and FranklinLive! will also be addressed.
This course will concentrate on the integration of existing and emerging technology with Marketing & Communication strategies. Topics will range from the appropriateness and timing of using social media strategies to the tactical use of viral social 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
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 an individual can possess. 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 within multiple contexts – including motivation, internal audiences, and global/multicultural communication.
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 an individual can possess. 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 within multiple contexts – including motivation, internal audiences, and global/multicultural communication.
MCM 721 | Design Concepts
MCM 721 | Design Concepts (4 cr. hrs.)
Prerequisite(s): Communication and Persuasion (MCM 713).
Marketing & Communication professionals are often called upon to produce brochures, webpages, and other print or electronic media, and to know the design concepts often used to improve these activities. The focus will be on layout, color, texture, and copy as applied to specific media. Also covered is how different design concepts attract different target audiences.
Marketing & Communication professionals are often called upon to produce brochures, webpages, and other print or electronic media, and to know the design concepts often used to improve these activities. The focus will be on layout, color, texture, and copy as applied to specific media. Also covered is how different design concepts attract different target audiences.
MCM 723 | Metrics and Analytics
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 financial dynamics inherent to the Marketing & Communication fields 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 & 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, Return on Marketing (ROM), costing/pricing, and pro-forma development.
As with all areas of business and organizational operations, a thorough understanding of financial dynamics inherent to the Marketing & Communication fields 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 & 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, Return on Marketing (ROM), costing/pricing, and pro-forma development.
MCM 727 | Behavioral Research
MCM 727 | Behavioral Research (4 cr. hrs.)
Prerequisite(s): Metrics and Analytics (MCM 723).
Understanding consumer motives and actions is essential to the success of any organization. Students will explore consumer behavior, specifically analyzing consumer wants and needs while 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.
Understanding consumer motives and actions is essential to the success of any organization. Students will explore consumer behavior, specifically analyzing consumer wants and needs while 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 | Applied Communication Theory
MCM 731 | 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. Increasingly segmented audiences and emerging technologies require that the traditional communication models be reexamined. The communication professional must analyze audiences and understand the strengths and weaknesses of a variety of communication media and activities. Students will explore communication theories and the application of those theories in media relations, crisis management, reputation management, and special events planning from a managerial perspective.
The role of communication within organizations has expanded to meet a variety of new challenges and responsibilities. Increasingly segmented audiences and emerging technologies require that the traditional communication models be reexamined. The communication professional must analyze audiences and understand the strengths and weaknesses of a variety of communication media and activities. Students will explore communication theories and the application of those theories in media relations, crisis management, reputation management, and special events planning from a managerial perspective.
MCM 733 | Applied Marketing Theory
MCM 733 | Applied Marketing Theory (4 cr. hrs.)
Prerequisite(s): Applied Communication Theory (MCM 731).
Marketing has emerged as a key functional area within successful organizations. Today’s marketing professional must be able to analyze disparate markets, craft effective message, and develop and execute campaigns that effectively reach target audiences. Students will explore how to manage marketing functions within organizations, including market analysis, target marketing, branding, advertising, and marketing mix manipulation.
Marketing has emerged as a key functional area within successful organizations. Today’s marketing professional must be able to analyze disparate markets, craft effective message, and develop and execute campaigns that effectively reach target audiences. Students will explore how to manage marketing functions within organizations, including market analysis, target marketing, branding, advertising, and marketing mix manipulation.
MCM 737 | Management and Leadership
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 also benefits from the development of other core competencies. 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 & Communication function. You will find both the theoretical knowledge of these topics and their practical application of considerable value as you advance in your management and leadership roles.
While fundamental management and leadership skills transfer easily from one area to another, the professional Marketing & Communication manager also benefits from the development of other core competencies. 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 & Communication function. You will find both the theoretical knowledge of these topics and their practical application of considerable value as you advance in your management and leadership roles.
MCM 741 | MCM Capstone
MCM 741 | MCM Capstone (4 cr. hrs.)
Prerequisite(s): Management and Leadership (MCM 737).
This course is a culminating experience that builds upon all prior courses. It is more challenging than ever before for organizations to cut through the clutter and create Marketing & Communication messages that not only attract attention, but also resonate with customers, clients, and stakeholders. Emphasis in this course will focus on alternative Marketing & Communication strategies; what strategies and tactics are working for organizations, which are not, and what is the difference; and how can we learn from this for successful application of alternative strategies in a business setting.
This course is a culminating experience that builds upon all prior courses. It is more challenging than ever before for organizations to cut through the clutter and create Marketing & Communication messages that not only attract attention, but also resonate with customers, clients, and stakeholders. Emphasis in this course will focus on alternative Marketing & Communication strategies; what strategies and tactics are working for organizations, which are not, and what is the difference; and how can we learn from this for successful application of alternative strategies in a business setting.
