Subscribe to our Newsletter

Helpful articles and useful tips for adults considering a college degree.

Thank you for signing up for our newsletter!

You will soon receive an email
confirming your request.

M.S. Degree in Marketing & Communication

Master Degree Marketing & Communications - Online Masters Marketing
Program OverviewProgram DetailsWhy Choose Franklin
Back To Program Details

Marketing & Communication - Master of Science Degree

40 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 (40 hours)

  • MCM 707 - MARKETING COMMUNICATION FOUNDATIONS (4)

    MCM 707

    MARKETING COMMUNICATION FOUNDATIONS

    Course Description

    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 713 - MARKETING COMMUNICATION ESSENTIALS (4)

    MCM 713

    MARKETING COMMUNICATION ESSENTIALS

    Course Description

    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 727 - BEHAVIORAL RESEARCH (4)

    MCM 727

    BEHAVIORAL RESEARCH

    Course Description

    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 711 - DIGITAL MARKETING STRATEGIES (4)

    MCM 711

    DIGITAL MARKETING STRATEGIES

    Course Description

    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 721 - CREATIVE CONCEPTS (4)

    MCM 721

    CREATIVE CONCEPTS

    Course Description

    This course will investigate the strategies underlying creative executions used in marketing communication campaigns.
  • MCM 723 - METRICS & ANALYTICS (4)

    MCM 723

    METRICS & ANALYTICS

    Course Description

    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 731 - APPLIED MARKETING COMMUNICATION THEORY (4)

    MCM 731

    APPLIED MARKETING COMMUNICATION THEORY

    Course Description

    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 (4)

    MCM 733

    MARKETING COMMUNICATION PLANNING

    Course Description

    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 (4)

    MCM 737

    MARKETING COMMUNICATION MANAGEMENT & LEADERSHIP

    Course Description

    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 (4)

    MCM 741

    MARKETING COMMUNICATION CAPSTONE

    Course Description

    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.

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

Franklin is for you. Find out why.

Learn about our flexible class
scheduling, affordable tuition, and
history educating adult learners.

Learn More About Franklin