M.S. Marketing & Communication

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Assert your value with a master’s in Marketing & Communication

Today’s marketing and communication leaders understand there’s more to marketing than just the message. What also matters are the things consumers think, feel and do. Smart marketers leverage the thoughts, behaviors and actions of their target market to create uniquely memorable brands and build fiercely loyal customers. Franklin’s M.S. Marketing & Communication degree program prepares you to lead the way while also cultivating high-performance teams and monitoring market share, volume and ROI.

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Dual-Disciplined Major

Learn from an integrated curriculum that combines marketing and communications.

16-Month Completion

Finish your master's in marketing and communication faster.

No GMAT or GRE

Bypass expensive, time-consuming tests with a 2.75+ GPA.

Real-World Practitioners

Learn best practice marketing from on-the-job professionals.

100% Online Classes

Earn your degree around your schedule.

Contemporary Curriculum

Focus on modern-day marketing trends and tactics.

Master's in Marketing Overview

Create brand-building marketing strategies that drive ROI

Today’s savvy marketing and communication leaders begin at the endpoints: the thoughts, behaviors, and actions of the buyer. They know the importance of differentiation, and how to establish a unique and ownable brand position in the minds of a target audience. They know how to leverage consumer insights to deliver action-inspiring messages and apply new data sources to inform product, packaging, and promotional strategies. And they do it all while building high-performing teams and keeping a clear line of sight on market share, volume, and ROI.

Enhance your skills with a dual-disciplined master's in Marketing

Franklin University’s transfer-friendly Marketing & Communication (MCM) Program teaches you how to navigate today’s challenges while grounding you in time-tested theory so you you'll be prepared to lead tomorrow’s innovations.

Our online Marketing master's degree program is just one of a few in the nation that integrates the marketing discipline with communications, equipping you to deliver the right message to the right person at the right time. Our innovative curriculum positions you to seek a leadership role in both fields, strengthening your core skills in these areas: leadership and management, marketing strategy, brand management, market research and analytics, new media, and creative production.

Gain hands-on experience with modern-day marketing practices

At Franklin, you’ll be involved in hands-on assignments, including case studies where you’ll recommend a comprehensive marketing and communication strategy. And, to provide you with hands-on knowledge in developing communication materials, you’ll learn industry standard design software and technology platforms.

Our master's in Marketing will expose you to the latest trends in key areas such as: leveraging web and social insights to optimize marketing activities; driving social marketing initiatives to activate user participation, engagement, and retention; and learning how people shop, socialize, and absorb information.

Finish our industry-leading marketing master's curriculum in as few as 16 months

Franklin’s Marketing & Communication master's degree program curriculum is accredited by the International Accreditation Council for Business Education (IACBE), a leader in outcomes-based accreditation in business. In addition, our curriculum is regularly reviewed by a standout Advisory Board comprised of agency, Fortune 500, community, and small business executives.

With our accelerated online masters in Marketing degree program, you can reap the rewards of your degree in as few as 16 months with our 6-week course format. And if you’re looking to enroll right away, there’s no GMAT or GRE requirement if you meet certain standards.

Plus, you’ll learn from faculty who are credentialed marketing and communications practitioners, so you’ll learn the latest from the best, giving you the skills you need to succeed in the marketplace. And with our small, interactive classes you can engage in discussions with like-minded marketers from richly diverse ages and backgrounds, helping you grow both your personal and professional networks.

Master's in Marketing Courses & Curriculum

40 Semester Hours

Course Sequence (40 hours)

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.
Course Prerequisites:
Admission to MCM program or PUAD 715

MCM 713 - Marketing Communication Essentials (4)

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.
Course Prerequisites:
MCM 707 or PUAD 715

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.
Course Prerequisites:
MCM 713 or PUAD 745

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 Internet marketing campaigns.
Course Prerequisites:
MCM 727 or PUAD 745

MCM 721 - Creative Concepts (4)

This course will investigate the strategies underlying creative executions used in marketing communication campaigns.
Course Prerequisites:
MCM 711

MCM 723 - Metrics & Analytics (4)

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.
Course Prerequisites:
MCM 721 or PUAD 745

MCM 731 - Applied Marketing Communication Theory (4)

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.
Course Prerequisites:
MCM 723

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.
Course Prerequisites:
MCM 731

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.
Course Prerequisites:
MCM 733

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.
Course Prerequisites:
MCM 737

Master's in Marketing Program Details

Tuition Costs

2018 - 2019 Tuition	Cost Per Credit
Standard tuition per credit hour	$670

Program Outcomes

A learning outcome map functions as a roadmap to help guide students' progress through their program of study. It shows where each outcome is Introduced (I), Reinforced (R), and Assessed (A) within the program's curriculum.

Program Learning Outcomes
	1	2	3	4
MCM 707	I	I	I	I
MCM 713	I, R	I, R	I, R	I, R
MCM 727	R	R	R	R
MCM 711	R	R	R	R
MCM 721	R	R	R	R
MCM 723	R	R	R	R
MCM 731	R	R	R	R
MCM 733	R, A	R, A	R, A	R, A
MCM 737	R, A	R, A	R, A	R
MCM 741	R	R	R, A	R, A

Synthesize complex environmental information to identify and define marketing communication opportunities and threats
Design research and theory-based marketing communication strategies to support SMART organizational outcomes
Recommend traditional and contemporary processes and tactics to implement marketing communication strategies
Write and present a marketing communication plan that persuades stakeholders to adopt the plan
Analyze and evaluate a marketing communication plan based on the appropriate metrics
Assess the ethical and social impact of marketing communication decisions
Integrate scholarly marketing communication knowledge into marketing communication practices
Create a scholarly work that proposes new applications of a marketing communication concept

Degree Requirements

To be awarded a graduate degree, students must:

Successfully complete all required curriculum courses.
Maintain a minimum cumulative grade point average (GPA) of 3.00.
Complete the residency requirement:
1. M.S. - Marketing & Communication students must earn in residence at Franklin University at least 28 of the 40 required credits.
Complete the payment of all requisite tuition and fees.
Not to be under disciplinary dismissal due to academic dishonesty or violation of Student Code of Conduct.

Transfer credit awarded based on experiential learning shall not count toward the residence requirement at Franklin University.

Admission Requirements

The admission process reflects Franklin University’s efforts to clearly identify the performance standards that can help predict student success in graduate level study. The selection criterion for Franklin’s graduate programs, as determined by faculty, emphasizes academic ability, contributory work experience, and personal qualities and characteristics.

Requirements for admission include having earned a bachelor’s degree from a regionally accredited institution. The bachelor’s degree final cumulative GPA must be at least a 2.75 on a 4.0 scale, otherwise a graduate entrance exam may be required. The candidate’s work history, references, and other personal qualities and characteristics will be considered as well if the GPA requirement is not met.

English Language Testing & TOEFL IELTS

Prospective students must demonstrate English Language Proficiency. The requirement is met through any of the following:

The applicant is a citizen of a country where English is the official language.*
The applicant has received a bachelor’s degree (or higher) from an institution located in an English-speaking country in which the courses were taught in English.*
The applicant has earned appropriate scores on language proficiency exams taken within the last two years, as listed in the Academic Catalog.

*For more information about English proficiency, including a list of English-speaking nations, please visit our International Students section.

Marketing Employment Outlook

All Occupations

2015	1,100,000 jobs
2025	1,300,000 jobs

Show Details >

Advertising and Promotions Managers

2015	1,356 jobs
2025	1,512 jobs

Sales Managers

2015	13,026 jobs
2025	14,366 jobs

Marketing Managers

2015	7,784 jobs
2025	8,948 jobs

Source information provided by Economic Modeling Specialists International (EMSI).

Marketing Knowledge & Skillsets

Gain in-demand skills sought by employers with curriculum that teaches you:

Leadership & Management

Build and supervise a marketing communication team of top talent, ensuring the right people fill the right roles
Provide direction to functional units within marketing communication, ensuring each unit is aligned with overall goals
Tap into team members’ natural motivators, maximizing their potential for success
Manage the daily activities and performance of employees, providing feedback and resolving conflict among team members
Increase efficiency and effectiveness of marketing communication efforts through process improvements, professional growth, and team building
Cultivate an ethical, performance-driven culture that inspires innovation and creativity
Reach business benchmarks by developing strategic vision, customer-centric marketing goals, and roadmap

Marketing Strategy

Develop and execute an annual marketing communication plan to achieve market share, volume, and profit objectives
Review all elements of the marketing mix, including product formulation, price, packaging, and promotion to build brand equity and optimize sales, market share, and profitability
Determine the most effective media mix across traditional and digital channels, balancing direct response initiatives with building long-term brand equity
Closely monitor and analyze sales volumes, market share trends, and competitive activity
Manage lifecycle marketing and brand advocacy programs, including establishing metrics and benchmarks to measure program success
Assure effectiveness of marketing communication programs through post-promotion data analyses and compare results to established objectives
Participate in thought leadership opportunities, such as conferences and events, sharing industry perspectives, and building key relationships

Brand Management

Develop unique and ownable market positions relative to competitors with clear points of differentiation
Create awareness initiatives designed to ingrain brand position and key differentiators into the minds of target audiences
Implement multi-year brand category growth strategies, leveraging product development, and marketing innovation
Protect brand equity through design and messaging choices that meet brand business needs
Establish brand identities that communicate competitive positioning, and develop standards that ensure message clarity in the marketplace

Market Research & Analytics

Track, measure, and socialize progress to marketing goals and key performance indicators (KPIs)
Employ market research tools, such as surveys, focus groups, controlled experiments, and interviews to gain insight into consumer behavior and buying motives
Lead market and competitive analyses in support of organizations’ positioning framework
Identify potential market segments and develop a clear understanding of different consumer needs
Conduct qualitative and quantitative research to identify and prioritize customer segments, defining buyer personas and corresponding value propositions
Oversee the development of marketing mix and brand-equity models for measuring and optimizing the effectiveness of marketing spend
Implement tracking solutions for measuring attribution and capturing multi-channel campaign performance across social, mobile, digital, and offline channels
Work with internal and external business partners to maintain integrity, quality, and security of marketing data
Develop processes and systems that standardize and automate reporting
Leverage web and social insights, providing recommendations for optimizing marketing activities
Provide input on data architectures for capturing and using information

New Media

Create comprehensive social media strategies, including selecting appropriate social media channels to maximize content delivery
Grow online footprint using viral marketing techniques, such as video, infographics, and original content development
Drive and track social media presence across relevant sites and platforms, including LinkedIn, Twitter, YouTube, Facebook, and blogs
Stay current with new and emerging social media methods and trends, applying novel tools and applications to increase customer base and user engagement
Find innovative uses for communications technology, such as web and video conferencing
Serve as the emerging digital channel advocate and subject matter expert, providing thought leadership and influencing cultural change
Drive social engagement marketing initiatives to activate user participation, engagement, and retention
Leverage technological advances in digital channels, targeting the right audience with the right message at the right time

Creative Production

Work with teams of highly talented strategic planners, designers, and copywriters to create breakthrough marketing experiences
Write copy and develop concepts for display advertising, print advertising, direct mail, email marketing, print advertising, collateral, and webinar scripts
Translate product and technical information into persuasive copy that drives customers’ buying decisions
Analyze marketing communication challenges and author creative approaches to executing relevant marketing communication programs
Lead brainstorming sessions, resulting in new themes, fresh concepts, or extended ideas
Employ conceptual thinking and design best practices, such as visual and verbal storytelling, typography, iconography, color theory, proportion, and layout in the execution of concepts and strategies
Present design and copy concepts to key stakeholders, including leadership, project teams and clients
Develop and manage internal communications materials that raise awareness and engagement among internal stakeholders

About the MCM Program

Master's in Marketing Frequently Asked Questions

How long does it take to get a M.S. - Marketing & Communication degree?

Franklin's master's degree programs are specifically designed for busy, working adults -- that means you could finish your degree in as few as 16 months.

When can I start a M.S. - Marketing & Communication degree?

Start taking the next step in your career. Begin your Franklin online master's degree program in February or September.

How much will my M.S. - Marketing & Communication degree cost?

Franklin University offers a quality education at a competitive cost so you can afford to invest in your future. Our per credit hour tuition rates (vs. per year or per term rates) enable you to get a realistic estimate of exactly how much your degree will cost. Our 2018-2019 tuition rate is $670 per credit hour. Ask our helpful staff about available financing options and financial aid programs.

What is a M.S. - Marketing & Communication degree?

Franklin University's M.S. Marketing & Communication is a master's-level degree program designed to advance your skills and career path. This program focuses on the communication aspects of marketing, including advertising, public relations and digital media, as well as the marketing strategies that support integrated marketing communication (IMC).

What can you do with a M.S. - Marketing & Communication degree?

With Franklin University's M.S. Marketing & Communication master's degree program, you'll advance your skills and competencies, qualifying you for a variety of marketing leadership roles as well as positioning you for a career as an entrepreneur, a business executive with for-profit and non-profit organizations, or as an educator.

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This institution is authorized by the Indiana Board for Proprietary Education, 101 W. Ohio St., Suite 670, Indianapolis, IN 46204-1984.

Franklin University is committed to being an inclusive community free from all forms of discrimination and harassment.

Assert your value with a master’s in Marketing & Communication

Take the next step toward your degree!

Dual-Disciplined Major

16-Month Completion

No GMAT or GRE

Real-World Practitioners

100% Online Classes

Contemporary Curriculum

Master's in Marketing Overview

Create brand-building marketing strategies that drive ROI

Enhance your skills with a dual-disciplined master's in Marketing

Gain hands-on experience with modern-day marketing practices

Finish our industry-leading marketing master's curriculum in as few as 16 months

Amita

M.S. Marketing & Communication Graduate

Master's in Marketing Courses & Curriculum

Free Report: Top 10 Master's Degrees

Master's in Marketing Program Details

Program Learning Outcomes

Recommended Application Deadlines

Program Prerequisites

Entrance Exam

English Language Testing & TOEFL IELTS

Request Free Information!

Request Information

Marketing Employment Outlook

Source information provided by Economic Modeling Specialists International (EMSI).

Marketing Knowledge & Skillsets

About the MCM Program

Master's in Marketing Frequently Asked Questions

Back to College Blog

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Assert your value with a master’s in Marketing & Communication

Take the next step toward your degree!

Dual-Disciplined Major

16-Month Completion

No GMAT or GRE

Real-World Practitioners

100% Online Classes

Contemporary Curriculum

Create brand-building marketing strategies that drive ROI

Enhance your skills with a dual-disciplined master's in Marketing

Gain hands-on experience with modern-day marketing practices

Finish our industry-leading marketing master's curriculum in as few as 16 months

Amita

M.S. Marketing & Communication Graduate

Free Report: Top 10 Master's Degrees

Program Learning Outcomes

Recommended Application Deadlines

Program Prerequisites

Entrance Exam

English Language Testing & TOEFL IELTS

Request Free Information!

Request Information

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Source information provided by Economic Modeling Specialists International (EMSI).

I AM A:

SHORTCUTS:

Associated Sites