MKTG 499 Independent Studies in Marketing (1-4 cr. hrs.)
Prerequisite(s): Minimum 2.00 cumulative GPA, at least 16 credit hours completed at Franklin, related coursework completed with minimum grade of “B” and permission of Program Chair.
Independent studies courses allow students in good academic standing to pursue learning in areas not covered by the regular curriculum or to extend study in areas presently taught. Study is under faculty supervision and graded on either a Pass/No Credit or a letter grade basis. (See “Independent Studies” for more details.)
MARKETING & COMMUNICATION
MCM 607 Essentials of Marketing (2 cr. hrs.)
Prerequisite(s): Admission into the Marketing and Communication program.
An understanding of marketing terminology and concepts is imperative for success in not only the Marketing & Communication Program but also in business. Marketing is becoming even more important as competition increases and consumer choice expands. Fundamental strategies for the marketing mix will be explored along with traditional and new tactics to reach specific target markets.
MCM 707 MCM Foundations (2 cr. hrs.)
Prerequisite(s): Admission into the Marketing and Communication program.
In this “gateway” course, you will employ various strategies that will help you attain a high level of achievement in your coursework and employment. You will begin the process of understanding what it means to be a graduate student at Franklin University. This includes tangibles such as research, writing, and team leadership skills plus intangibles such as critical thinking, attitude, ability to see the big picture, and the joy of learning.
MCM 711 Media and Technology (4 cr. hrs.)
Prerequisite(s): MCM Foundations (MCM 707).
This course will concentrate on the integration of existing and emerging technology with marketing and communication strategies. Topics will range from the appropriateness and timing of using social media strategies to the tactical use of viral campaigns. Functional topics such as video uploading and file compression, web-conferencing, Photoshop Elements, and FranklinLive! will also be addressed.
MCM 713 Communication and Persuasion (4 cr. hrs.)
Prerequisite(s): Media and Technology (MCM 711).
The ability to communicate effectively has never been more important than in today’s networked business environment. Communication skills are ranked as among the most important attributes of an individual. In this course, students will develop skills in business and research-level writing, group communications, and professional presentations of the quality expected of graduate students and communication professionals in the field. Additionally, effective communication- framing techniques will be addressed with a focus on persuasion and in multiple contexts including motivation, internal audiences, and global/multicultural communication.
MCM 721 Design Concepts (4 cr. hrs.)
Prerequisite(s): Communication and Persuasion (MCM 713).
Marketing and communication professionals are often called upon to produce brochures, web pages, and other print or electronic media, and to know design concepts used to improve these activities. The focus will be on layout, color, texture, and copy as applied to specific media and how design concepts attract a specific target audience.
MCM 723 Metrics and Analytics (4 cr. hrs.)
Prerequisite(s): Design Concepts (MCM 721).
As with all areas of business and organizational operations, a thorough understanding of marketing and communication financial issues is key to your success as a managing professional. This course will expose you to the various fiscal competencies required for effective administration of marketing and communication projects and departments. Instruction and assignments are geared to issues specific to marketing and communication and are designed to ensure that you gain a working knowledge of such key functions as forecasting, break-even analysis, budgeting, interpreting financial statements, Return on Marketing (ROM), costing/pricing, and pro forma development.
MCM 727 Behavioral Research (4 cr. hrs.)
Prerequisite(s): Metrics and Analytics (MCM 723).
Understanding consumer motives and actions are essential to the success of any organization. Students will explore consumer behavior, specifically analyzing consumer wants and needs and researching solutions to consumer problems. Students will learn to determine which measurements and analyses are most suited for specific situations. Areas addressed include archival research, content analysis, focus groups, surveys, and observational techniques with an emphasis on quantitative versus qualitative results.
MCM 731 Applied Marketing Communication Theory (4 cr. hrs.)
Prerequisite(s): Behavioral Research (MCM 727).
Students will develop a working knowledge of theories underlying the concepts used within the marketing communication disciplines. Students will apply case studies, hands-on exercises, and practical experience to illustrate examples of theory to practice.
MCM 733 Marketing Management (4 cr. hrs.)
Prerequisite(s): Applied Marketing Communication Theory (MCM 731).
Marketing has emerged as a key function within successful organizations. It is expected that the marketing professional be able to analyze their market, craft the right message, and develop and execute a plan that effectively reaches the target audience. Students will explore how to manage the marketing function within an organization, including market analysis, target marketing, branding, advertising, and marketing mix manipulation.
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