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M.S. - Marketing & Communication

Franklin University Marketing and Communication Master's degree program banner, with link to program video.
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M.S. - Marketing & Communication

38 Semester Hours

Students are admitted to the MCM Program periodically throughout the year. The course sequence is the same for all students regardless of admittance date. 

Course Sequence (38 hours)

  • MCM 707 - MCM FOUNDATIONS (2)

    MCM 707

    MCM FOUNDATIONS

    Course Description

    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 (4)

    MCM 711

    MEDIA AND TECHNOLOGY

    Course Description

    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)

    MCM 713

    COMMUNICATION AND PERSUASION

    Course Description

    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 (4)

    MCM 721

    DESIGN CONCEPTS

    Course Description

    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 (4)

    MCM 723

    METRICS AND ANALYTICS

    Course Description

    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 (4)

    MCM 727

    BEHAVIORAL RESEARCH

    Course Description

    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 (4)

    MCM 731

    APPLIED MARKETING COMMUNICATION THEORY

    Course Description

    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 (4)

    MCM 733

    MARKETING MANAGEMENT

    Course Description

    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)

    MCM 737

    MANAGEMENT AND LEADERSHIP

    Course Description

    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 (4)

    MCM 741

    MCM CAPSTONE

    Course Description

    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.

Please see the Academic Bulletin for the complete list of degree and residency requirements.

View Academic Bulletin

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