Marketing Communication, B.S.

The faculty of the undergraduate degree program in Marketing Communication is committed to the following learning objectives.

Students will:

1. Understand and discuss the fundamental connections between communication and society in contemporary culture.
2. Understand and explain the organizational structures of institutions and industries within the marketing communication landscape.
3. Collaborate effectively and respectfully in a team.
4. Write professionally, communicate effectively, and articulate original ideas in marketing communication.
5. Demonstrate competency in delivering written and oral presentations.
6. Develop and demonstrate creative and critical thinking skills to define and solve a marketing problem or identify and take advantage of a market opportunity.
7. Convert consumer insights into actionable decisions in order to develop marketing communication strategies and tactics.
8. Review academic literature, develop research questions, collect and analyze data, and make strategic recommendations.
9. Make evidence-based decisions to develop marketing strategies and tactics designed to meet an organization’s goals and objectives.
10. Create an integrated marketing communication campaign.
11. Apply marketing analytics to measure, analyze, and manage the performance of marketing communication initiatives.
12. Conduct research and write a research paper or report in the appropriate academic or professional style that draws upon relevant marketing and communication theory and practices.
13. Promote the understanding of diversity and inclusiveness among people in global society.
14. Apply the ethical principles that govern the marketing communication profession.

The Marketing Communication undergraduate major prepares students for careers and advanced study in the various fields of marketing communication, as noted above. The core courses emphasize consumer understanding, messages, media, and channels; and the organizational and strategic contexts of marketing communication. Elective courses permit students to develop deeper understanding and skills in areas related to their particular interests.