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M.S. Degree in Marketing & Communication

Master Degree Marketing & Communications - Online Masters Marketing
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Course Descriptions

MCM 707 - MARKETING COMMUNICATION FOUNDATIONS

In this "gateway" course, you will gain a working understanding of marketing terminology and concepts that are imperative for success in the Marketing & Communication Program and in your professional endeavors. Fundamental marketing mix strategies will be explored, along with traditional and new tactics to reach specific target markets. You will also begin the process of understanding Franklin graduate student success strategies in critical areas such as research, writing, team-building, leadership, critical thinking, attitude, and time management.

MCM 711 - DIGITAL MARKETING STRATEGIES

The integration of existing and emerging technology with marketing and communication strategies has become a major marketing and societal force. Topics explored in this course will range from social media strategies to the metrics used to analyze the impact of Internet marketing campaigns.

MCM 713 - MARKETING COMMUNICATION ESSENTIALS

The ability to communicate effectively has never been more important than in today's complex marketing environment. In this course, you will develop a broad knowledge of the fundamentals of effective marketing communication planning and implementation.

MCM 721 - CREATIVE CONCEPTS

This course will investigate the strategies underlying creative executions used in marketing communication campaigns.

MCM 723 - METRICS & ANALYTICS

This course will expose students to a variety of fiscal and analytical competencies required for effective management and administration of marketing communication projects and departments. Instruction and assignments are designed to help you gain a comfort level with key marketing analytics such as forecasts, break-even analyses, budgets, financial statements, return on marketing (ROM) analyses, and cost/pricing models.

MCM 727 - BEHAVIORAL RESEARCH

Understanding consumer motives and actions are essential to the success of any marketing effort. Students will explore consumer behavior, specifically analyzing consumer wants and needs and researching solutions to consumer problems. Students will learn to determine which qualitative and quantitative research measurements and analyses are best suited for specific types of consumer analyses.

MCM 731 - APPLIED MARKETING COMMUNICATION THEORY

Case studies, reflective exercises, advanced readings, and practical experiences are among the methods used in this course to illustrate how theorists and strategists will drive the continued evolution of the marketing communication professions.

MCM 733 - MARKETING COMMUNICATION PLANNING

In this course, students will demonstrate their marketing competencies by developing marketing strategies and tactics for a live client, including market analysis, target marketing, branding, and message development.

MCM 737 - MARKETING COMMUNICATION MANAGEMENT & LEADERSHIP

Students will carry out the responsibilities and analyze the traits of successful marketing and communication professionals in this upper level course, which presents theories and scenarios involving supervision, management, and leadership, while exploring related topics such as power, negotiation, conflict, and motivation.

MCM 741 - MARKETING COMMUNICATION CAPSTONE

The capstone will be a culminating experience that will build upon all of the knowledge students have gained in the program. Students will work independently with a faculty advisor to research a concept, setting, and academic theory of their choice, leading to comprehensive recommendations students will make to advance the field of marketing communication.

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