Course Descriptions
MCM
707
-
MCM FOUNDATIONS
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
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
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
721
-
DESIGN CONCEPTS
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 how design concepts attract a specific target audience.
MCM
723
-
METRICS AND ANALYTICS
As with all areas of business and organizational operations, a thorough understanding of marketing and 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 and 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, Return on Marketing (ROM), costing/pricing, and pro forma development.
MCM
727
-
BEHAVIORAL RESEARCH
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
-
APPLIED MARKETING COMMUNICATION THEORY
Students will develop a working knowledge of theories underlying the concepts used within the marketing communication disciplines. Students will apply case studies, hands-on exercises, and practical experience to illustrate examples of theory to practice.
MCM
733
-
MARKETING MANAGEMENT
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
While fundamental management and leadership skills transfer easily from one area to another, the professional marketing and 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 of these topics and their practical application of considerable value as you advance in your management and leadership roles.
MCM
741
-
MCM CAPSTONE
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 create 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, and what is the difference; and how can we learn from this for successful application of alternative strategies in a business setting.
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