Marketing Major: Marketing Communications Concentration
Why study marketing communications at CMU?
Gary Gagnon, CMU assistant professor of marketing and hospitality services administration, recently was named Michigan Professor of the Year by the Carnegie Foundation for the Advancement of Teaching. Marketing faculty members, course work, and hands-on experiences help students prepare for careers and graduate studies in marketing. Consider these key features distinguishing this program at CMU:
- High job placement rates among program graduates
- Internship opportunities with businesses and nonprofit organizations
- Faculty mentors and academic advisors who guide students with career planning and personal development
- Professional development through on-campus organizations such as the American Marketing Association
Career outlook
According to the Bureau of Labor Statistics Occupational Outlook Handbook, for all occupations through the year 2014:
- Employment of advertising, marketing, promotions, public relations, and sales managers is expected to increase 18 to 26 percent.
- College graduates with related experience, a high level of creativity, and strong communication skills should have the best job opportunities.
- In particular, employers will seek those with computer skills to conduct advertising, marketing, promotions, public relations, and sales activities on the Internet.
Career options
Graduates of the marketing program at CMU will find a variety of career opportunities. Some of these may require additional education.
- Account Executive
- Advertising Manager
- Financial Marketer
- Inventory Manager
- Market Researcher
- Media Planner
- Product Manager
- Public Relations Executive
- Retail Store Manager
- Nonprofit Organization Director
Program Overview
The course listings below are a representation of what this academic program requires.
For a full review of this program in detail please see our official online academic bulletin
AND consult with an academic advisor. This listing does not include the General Education
courses required for all majors and may not include some program specific information, such as admissions, retention, and termination standards.
(Click on the course name or number for a complete course description.)
Marketing Major - Marketing Communications Concentration
( Total: 39 semester hours )
(9 hours)
Additional Common Body of Knowledge in Business Administration Courses
3
BUS 100 Essential Business Skills
Introduces students to the concept of a business, its disciplines, and essential business skills including decision making, team work, and oral and written communication.
3
BUS 300 Applied Business Statistics
Applications of statistical analysis to support business decision making. Covers collection of business data, analysis of business datasets, and presentation of results. Prerequisites: STA 282 or 382; Tier 2 Admission to Professional Business Studies.
3
MGT 499 Integrated Capstone-Strategic Management
An integrative capstone course applying and analyzing financial, marketing, supply chain and other business functions within a global strategic management perspective. Prerequisites: 86 semester hours completed; BUS 300, 301; MGT/MKT 303; FIN 302; MKT 304; Tier 2 Admission to Professional Business Studies. Preference given to graduating seniors.
3
MKT 305 Buyer Behavior
Characteristics of consumers affecting the decision process in buying and the marketing implications. Prerequisites: MKT 300 or MKT 304, 56 semester hours completed, and admission to Professional Business Studies or listed on signed major or minor.
3
MKT 310 Marketing Communications
An overview of advertising, personal selling and sales promotion, and other techniques that an organization would use to communicate with its target markets. Prerequisites: MKT 300 or MKT 304; 56 semester hours completed; admission to Professional Business Studies or listed on signed major or minor. This course is approved for offering in a distance learning format.
3
MKT 330 Marketing Channels
Institutions, physical flows, behavioral and economic relationships comprising channel systems in the marketing environment. Prerequisites: MKT 300 or MKT 304; 56 semester hours completed; admission to Professional Business Studies or listed on signed major or minor.
3
MKT 450 Marketing Research
Methodology used in gathering, recording, and analyzing marketing data to aid executives in making marketing decisions. Prerequisites: MKT 300 or MKT 304; STA 282; 56 semester hours completed; admission to Professional Business Studies or listed on signed major or minor. Recommended: BUS 300.
3-6
MKT 490 Internship in Marketing/Logistics
A full time work experience occurring within a marketing or logistics organization. Detailed written report and assigned readings required. Prerequisites: Permission of instructor and department chairperson; 56 semester hours completed; Marketing or logistics major in addition to MKT 300 or MKT 304; admission to Professional Business Studies or listed on signed major or minor. Recommended: Completion of 6 credit hours in marketing.
3
MKT 499 Strategic Marketing Problems
A functionally integrative capstone course which focuses upon developing a decision-making framework. Students formulate and implement comprehensive marketing strategies within a global context. Prerequisites: 86 semester hours completed; MKT 305, MKT 310, MKT 330, MKT 450; admission to Professional Business Studies or listed on signed major or minor.
(12 hours)
Required Courses I
( Note: May only select one of JRN 350 or JRN 360. )
3
JRN 350 Public Relations Principles and Practices
Concepts and theories of public relations as a management function as practiced by corporations, non-profits and other organizations. Role of the practitioner stressed. This course is approved for offering in a distance learning format.
3
JRN 360 Advertising Principles
Organization of today's advertising industry; role of advertising in promotion; examination of types of advertising and media vehicles.
3
MKT 315 Advertising Media
Evaluation of media in relationship to marketing objectives. Selection of media space/time and decision-making in development of media schedules. Prerequisites: 56 semester hours completed; MKT 310 or JRN 360 or approval of instructor; admission to Professional Business Studies or listed on signed major or minor.
3
MKT 360 Electronic Commerce and Marketing Strategy
Basic concepts and tools for understanding and exploring market opportunities and marketing strategies associated with global electronic commerce. Prerequisites: MKT 300 or MKT 304; 56 semester hours completed; admission to Professional Business Studies or listed on signed major or minor.
3
MKT 410 Advertising Management
Provides an understanding and evaluation of the advertising function within the modern business environment. Management decision-making is stressed in advertising as a vital communication tool. Prerequisites: MKT 300 or MKT 304, MKT 310 or JRN 360; 56 semester hours completed; admission to Professional Business Studies or listed on signed major or minor.