M.S. Marketing & Communication

M.S. Marketing & Communication Program Information

Available online at Franklin University .

The Master of Science - Marketing & Communication Program is designed to accommodate the evolving development of marketing within today's forward-thinking organizations and increasingly diverse, technology driven digital environments. The Program responds to ongoing shifts in how the world communicates and how the marketing function is positioned in organizations of the future.

The Marketing & Communication Program integrates instruction in the marketing and communication disciplines to help students develop knowledge and expertise in these two separate but related fields. As a graduate of the Marketing & Communication Program, individuals will be a candidate for key positions in organizations where marketing and communication are recognized as being critical skillsets to carry out a wide array of responsibilities.

The Program offers the benefits of Franklin's unique approach, blending the theoretical and practical to equip you with knowledge and skills you can put to use in today's dynamic marketing environment.

Program Learning Outcomes

A learning outcome map functions as a roadmap to help guide students' progress through their program of study. Click HERE to view the M.S. Marketing & Communication matrix.

Curriculum & Course Descriptions

36 Semester Hours

Major Area Required

MCM 707 - Marketing Communication Foundations (4)

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)

The ability to develop communication strategies has never been more important for business leaders than in today's complex digital 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)

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)

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 integrated digital marketing campaigns.

MCM 721 - Creative Concepts (4)

In this course, students will engage in the hands-on investigation of strategies and tools used in creative executions of marketing communication plans. Students will use marketing knowledge to discuss, develop, critique, and implement creative tactics and campaigns.

MCM 723 - Metrics & Analytics (4)

This course introduces students to the use of analytics and data in the increasingly information-driven field of marketing. Hands-on instruction and assignments help students gain a comfort level with making and analyzing strategic marketing decisions using traditional and contemporary techniques and tools.

MCM 733 - Marketing Communication Planning (4)

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)

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)

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 to research an organizational or societal situation or problem of their choice, leading to comprehensive recommendations and creation of an artifact that will demonstrate how a specific marketing communication concept and theory could be applied to address or resolve the situation.