GRADUATE PROGRAMS
Master of Science in Marketing & Communication
Program Chair, Douglas K. Ross, Ph.D. Curriculum Development Team: Douglas K. Ross, Ph.D. Barbara Fennema, Ed.D., Instructional Designer Advisory Board (listing on page 204)
The impact of technology and the development of the global economy have had a profound impact on the business world. As businesses have reinvented themselves to adapt, the roles within companies of all types and sizes have changed as well. While specialization has grown in some areas, functions have been consolidated in others.
The Franklin University Master of Science in Marketing & Communication Program is designed to accommodate the evolving development of these functions within today’s forward- thinking organizations. The Program not only responds to recent shifts in corporate organizational structures, but also anticipates future changes to ensure the graduate is prepared for the business world to come, as well as the business world that exists.
The MCM Program integrates instruction in the marketing and communication disciplines to help you develop knowledge and expertise in these two separate but related fields. In addition, MCM students will complete a number of graduate core courses which every individual with an advanced degree should be well versed in, regardless of their degree program. As a graduate of the MCM Program, you will be an ideal candidate for a position in organizations where marketing and communication responsibilities have been combined. You also will be well- positioned to seek a leadership role in either or both of these areas, as well as to make a career transition from one to the other.
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 business environment.
MCM PROGRAM OUTCOMES Listed below are the Program outcomes. Upon successful completion of the Program, you will be qualified to: • Apply marketing and communication terminology and concepts
• Use marketing and communication metrics and analytics (e.g., budgeting, forecasting, ROM) in the management of the marketing and communication functions within an organization
• Apply the appropriate research methodology for a specific situation
• Apply consumer behavior theories, frameworks and tools to workplace situations and media strategies for selected target markets
• Employ marketing and communication tactics and strategies to improve organizational performance
• Evaluate new media, determine the impact of social media, and employ strategies to implement these media
• Develop alternative strategies in concert with existing strategies for a comprehensive approach to marketing and communication
MCM Prerequisite: MCM 607 - Essentials of Marketing (2) or equivalent (e.g. Undergraduate Marketing course)
MCM COURSE SEQUENCE (38 HOURS)
Students are admitted to the MCM Program periodically throughout the year. The course sequence is the same for all students regardless of the admittance date.
MCM 707 - MCM Foundations (2) MCM 711 - Media and Technology (4) MCM 713 - Communication and Persuasion (4) MCM 721 - Design Concepts (4) MCM 723 - Metrics and Analytics (4) MCM 727 - Behavioral Research (4) MCM 731 - Applied Communication Theory (4) MCM 733 - Applied Marketing Theory (4) MCM 737 - Management and Leadership (4) MCM 741 - MCM Capstone (4)
Franklin University Bulletin •
www.franklin.edu
135
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188 |
Page 189 |
Page 190 |
Page 191 |
Page 192 |
Page 193 |
Page 194 |
Page 195 |
Page 196 |
Page 197 |
Page 198 |
Page 199 |
Page 200 |
Page 201 |
Page 202 |
Page 203 |
Page 204 |
Page 205 |
Page 206 |
Page 207 |
Page 208 |
Page 209 |
Page 210