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Sep 07, 2024
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2023-2024 Graduate Catalog [ARCHIVED CATALOG]
Strategic Marketing Communication, M.A.
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The Strategic Marketing Communication program prepares students for a diverse range of careers in marketing and communications. Students can customize their individual program experience by selecting elective courses to match academic or career interests or follow recommended Professional Paths that allow them to gain specific industry skill sets. These Professional Paths are: Strategic Planning, Digital Strategy, and Brand Strategy. The 40-credit program allows for maximum flexibility related to time and structure, and lets students complete the program within a two-year, full-time or part-time option. Courses are offered primarily in the evening, allowing working professionals to participate in our program and leaving time for students to participate in internship and networking opportunities.
Following are the Student Learning Outcomes (SLOs) for the Strategic Marketing Communication program:
- Students will learn to create cohesive communication plans for a business with positioning that resonates with their customers.
- Students will be equipped with a deep knowledge of evolving strategies and media that can be used together to tell the stories of organizations operating in a global marketplace.
- Students will learn to be marketing communication professionals who are not only great storytellers, but are also innovative problem solvers who can command today’s tools and technology and seamlessly adapt to those of tomorrow.
- Students will learn to conduct research and analyze data to identify marketing challenges and opportunities.
- Students will learn to develop marketing and communication plans that connect to measurable business objectives and integrate elements of digital advertising, social media, PR, promotion, branding, direct marketing, and more.
Admission Requirements
Students in the Department of Marketing Communication come from diverse educational and professional backgrounds. The admission committee considers the applicant’s previous academic record, test scores, prior employment experience, recommendations, leadership experiences, and other evidence of maturity and motivation to succeed in graduate studies. Applicants should have an undergraduate grade point average of 3.0 or better. Graduate Record Examination (GRE) and Graduate Management Admission Test (GMAT) are optional.
Degree Requirements
The Master of Arts in Strategic Marketing Communication requires the successful completion of 40 credit hours. There are five required core courses that create the foundation of the program and establish key skills for the industry. The other five requirements are electives allowing for students to explore a personal or professional focus crafted to align with one of the many professional areas within the marketing industry.
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Required Core Courses
(Five Courses, 20 Credits)
Recommended Professional Paths and Elective Courses
Students can choose between crafting an individualized program of study, which draws from electives that satisfy professional pursuits or academic interests, or one of the Professional Paths: Strategic Planning, Digital Strategy, or Brand Strategy. Professional Paths include, but are not limited to, the following recommended courses. (Please note that course offerings or availability may change.) Professional Path: Strategic Planning
Allows students to develop skills and knowledge in planning and managing strategic marketing campaigns and communication initiatives from research through implementation and review. In addition to the five required courses for the master’s in SMC, the Strategic Planning path is composed of the following courses:
Professional Path: Digital Strategy
Allows students to develop skills and knowledge in areas of digital design, analytics, and strategy. In addition to the five required courses for the master’s in SMC, the Digital Strategy path is composed of the following courses:
Professional Path: Brand Strategy
Allows students to focus on branding and brand strategy. In addition to the five required courses for the master’s in SMC, the Brand Strategy path is composed of the following courses:
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