Catalogue 2017 - 2018

Marketing Communication/Advertising Major

General Information

New technology has enabled marketers to communicate in more effective ways. Such vehicles of marketing communication include interactive marketing, relationship marketing, video information systems, and the application of new technology in advertising. A better understanding of the role of communication in the marketplace is vital in helping businesses obtain a competitive edge. The major in Marketing Communication/Advertising prepares students to enter the work force with an understanding of how promotional strategies can be effectively used in executing and enhancing marketing messages. The Marketing Communication/Advertising major studies how marketers utilize and implement communication/promotional concepts when delivering the marketing message.

One of the unique features of the Marketing Communication/Advertising program is that our students produce actual advertising and promotional outputs that are evaluated by external business professionals. Students study all facets of the promotional mix including but not limited to; advertising, public relations/publicity, direct marketing, personal selling, Internet/interactive, and sales promotions.

Career Preparation

In order to help students understand careers available to Marketing Communication/Advertising majors, faculty in the Department of Marketing design advertising activities to guide students from career exploration through career implementation. Examples of some of these include:

  1. Career Exploration in the freshman year is accomplished in First Year Seminar where students are introduced to marketing career opportunities;
  2. Career Investigation in the sophomore year courses includes classroom assignments in MK 200 which could include visiting a Human Resource office or shadowing a professional in the field of marketing communication/advertising;
  3. Career Determination in the junior year is accomplished using an assignment in MK 301 which is designed to help students become more knowledgeable about career options and to assist students with selecting an appropriate career path; and
  4. Career Implementation in the senior year includes a required internship and class assignments in MK 422.

Career Opportunities

Students majoring in Marketing Communication/Advertising often pursue careers in promotional management, marketing communication, direct marketing, public relations, and advertising account management.

Marketing Faculty


Program Learning Goals

Having completed a major in Marketing Communication/Advertising, the student will have the ability to:

  1. Understand the interactions of communication and promotional strategies and tactics within the context of an organization and its various publics and markets;
  2. Apply theories in marketing, sociology, and psychology to the analysis and design of solutions for promotional issues and challenges;
  3. Demonstrate creative and analytical skills as they apply to marketing communication and promotional strategy; and
  4. Design and produce creative and appropriate promotional materials.

See Core Requirements for All Business Majors and General University Requirements (83 credit hours)

Degree Requirements

Required Marketing courses (15 credit hours)

MK 301Buyer Behavior

3 cr.

MK 317Promotional Strategy

3 cr.

MK 340Promotion Design and Applications

3 cr.

MK 422Campaign Planning and Management

3 cr.

MK 485Marketing Communication/Advertising Internship

3 cr.

Total Credit Hours:15

Other required courses (9 credit hours)

COMM 340Business Communication

3 cr.

COMM 348Intercultural Communication

3 cr.

or

MK 311Multinational Marketing

3 cr.

COMM 285Introduction to Public Relations

3 cr.

Total Credit Hours:9

Electives (15 credit hours)

GEN XXXGeneral Elective

3 cr.

MK 3XX/4XXMarketing Elective

3 cr.

MK 3XX/4XXMarketing Elective

3 cr.

GEN XXXGeneral Elective

3 cr.

GEN XXXGeneral Elective

3 cr.

Total Credit Hours:15

Total Credit Hours: 39