- School of Arts, Sciences & Business
- Communication Arts Department
The interdisciplinary Marketing Communications program provides a foundation in writing and speaking skills, as well as specific career training in creative fields such as advertising, public relations, event planning, and publication and digital design. The curriculum covers business best practices in marketing, finance, teamwork, and negotiation, along with the full spectrum of marketing strategies and promotional tactics, cultivating the necessary business experience and flexibility to adapt to current and future marketplace trends.
- Marketing Communications
Principles of Marketing: BUS-303 (3 credits)This course introduces the language of marketing the strategic marketing process. While formulating viable marketing strategies for diverse business situations, learners will gain experience gathering and analyzing industry and market data, as well as implementing core-marketing concepts such as market segmentation, targeting, positioning,and the marketing mix in the formulation and implementation of real-world marketing strategies. This course culminates in the development of a marketing plan for a new product, service or retail establishment. [ 3 credits ]
Teamwork and Negotiation: BUS-334 (3 credits)Analyzes the dynamics, structure and function of teams in businesses and other organizations. Examines the framework and components of conflict resolution and negotiation in both organizational and personal situations. Learners will assess and strengthen key interpersonal skills. This course utilizes role active learning pedagogy extensively including role plays, small group exercises, and simulations. [3 credits]
Business Research: BUS-360 (3 credits)Introduces students to key sources of secondary data and basic research methods that enable them to define the research problem, develop the research plan, collect, evaluate and organize relevant information, develop findings and conclusions and recommend a preferred course of action supported by analysis. Students will learn core primary research concepts such as how to locate key industry and customer information via secondary databases as well as to design an electronic survey and conduct a focus group. [ 3 credits ]
Managing Financial Resources: BUS-416 (3 credits)
Provides students with an overview of the accounting and financial tools necessary for managers. Addresses the development and analysis of basic financial statements, the development of budgets (both operating and capital), and other techniques of financial analysis for management decision making. Prerequisite: general education mathematics requirement. Business majors may not take this course; students who have taken BUS-261 may not take this course. [3 credits]
Business Practicum: BUS-461 (4 credits)Connects academic learning with professional experience. Develops and reinforces business related skills, especially those needed by women in business today. Provides peer support to discuss and reflect on work-related issues. Students examine individual strengths and areas for improvement. Prerequisites: Business major with senior standing and permission of instructor. [4 credits]
Consumer Behavior: BUS-482 (3 credits)Investigates consumer and organizational buyer behavior theory and its impact on the formulation of marketing strategy. Provides students with an opportunity to examine current buyer behavior theory including digital behavior and its use by markerts to influence consumers. Through the analysis of case studies, a thorough examination of current empirical buyer behavior research, students will design, implement and analyze buyer behavior mini-research projects. This class is designed as an interactive, collaborative seminar. Prerequisite: BUS-303, Principles of Marketing or permission of chair. [3 credits]
Integrated Marketing Communications: BUS-483 (3 credits)Provides an overview of integrated marketing communications programs and the role they play in the implementation of successful marketing strategy. Students will examine the integration of traditional and non-traditional forms of communication. Traditional forms of communication include advertising, public relations and personal selling. Non-traditional forms of communication include online advertising, blogs, pod casts, social media and direct response marketing. Students will gain experience gathering and analyzing market data and developing an integrated marketing communications plan. Designed as a capstone experience. Prerequisite: BUS-303 Principles of Marketing and junior or senior standing. [3 credits]
Introduction to Media Writing: COM-101 (3 credits)Explores the various types of writing and rhetorical approaches used in crafting messages for the mass media. Provides experience in writing for journalistic, broadcasting, public relations and advertising needs, with diagnostic attention given to the individual student's writing skills. Writing requirements of the Web and digital media are previewed. Intensive laboratory work assists the student in improvement of skills. Offered in Women's College only. Prerequisite: ENG-101 or permission of department. [3 credits]
Social Media: COM-210 (3 credits)Engages students in a theoretical and critical look at the incursion of social media (such as blogs, Facebook, Twitter) into human communication processes and considers the implications of use of these media for the future of communication. [3 credits]
Digital Media Skills: COM-313 (3 credits)Provides hands-on experience in the use of digital and social media in professional contexts in the communication fields. Students will complete a number of projects applicable to professional situations that will enhance the job-search portfolio. [3 credits]
Advertising: COM-319 (3 credits)Provides a foundation in the principles of advertising and studies the advertising media. Includes the planning of advertising strategy and making ads. Practical assignments advance understanding of key message objectives, copywriting principles and ad design principles introduced in COM-101. Discusses social and economic aspects of advertising and advertising research. [3 credits]
Public Relations: COM-331 (3 credits)Takes a social science approach to the study of public relations as relationship management. Examines communication strategies for reaching various publics and stakeholders. Provides practical experience in planning and writing publicity and public relations materials to reach communication goals. Opportunities to produce materials for the professional portfolio. [3 credits]
Communication Research Methods: COM-356 (3 credits)Serves as an introduction to research methods in the communication field, detailing how to gather and analyze data about communication processes and their effects. Emphasizes the relevance of research to helping communication practitioners make sound decisions in applied settings (e.g., print, video, advertising, public relations and interpersonal relations). In workshop and small group settings, students learn how to formulate and pursue research questions of interest. Prerequisites: COM-131, COM-201. [3 credits]
Publication Design and Publishing: COM-363 (3 credits)Provides extensive laboratory practice in print media design principles and development of skills required to manipulate illustration and desktop publishing software packages. Studies newspaper, magazine, newsletter, brochure and advertising designs and issues of convergence to the Web. Extensive workshop and laboratory work. Opportunities provided to produce materials for the professional portfolio. [3 credits]
Event Planning: COM-375 (3 credits)Provides an overview of the necessary preparations for planning a major event. Course work includes a survey of the types of events, venue selection, catering, marketing and promotions, networking, budgeting, execution and evaluation of events. [3 credits]
Writing for the Web: COM-401 (3 credits)Explores techniques for making the transition from writing for traditional mass media to writing for online media. Teaches students to use online resources and produce online messages and "articles" of various types. Provides opportunities to develop materials for the professional portfolio. [3 credits]
Communication Arts Practicum: COM-461 (4 credits)Provides opportunities to work in pre-professional settings in communication positions with an approved organization. Prepares the student for a career in the communication field of her choice as a culminating experience. The student must enroll for the spring semester of her senior year. Prerequisite: senior standing. [4 credits]
Graphic Design I: DMA-101 (3 credits)Explores graphic communication through understand-ing the elements and principles of design, as well as the design process, from idea development through final execution. Emphasizes two- dimensional design, color and content creation, while employing the design process of research, sketching and experimentation. [3 credits]
Sample program of study for the marketing communications major. Students should select courses with the assistance of a faculty advisor.
|COM-210 Social Media||3||BUS-334 Teamwork and Negotiation||3|
|BUS-105 Introduction Business and Entrepreneurship (recommended)||3||ART-251 Digital Page Layout or
CST-261 Web Page Design
|NDMU-100 First Year Experience||3||General Education Requirements||9|
|General Education Requirements||6||[15 credits]|
|BUS-303 Principles of Marketing||3||COM-319 Advertising or
COM-331 Public Relations
|COM-301 Feature Writing||3||COM-375 Event Planning||3|
|General Education/Electives||9||General Education/Electives||9|
|[15 credits]||[15 credits]|
|BUS-360 Business Research or
COM-356 Communication Research
|3||COM-319 Advertising or
COM-331 Public Relations
|COM-363 Publication Design and Publishing||3||BUS-482 Consumer Behavior||3|
|General Education/Electives||9||General Education/Electives||9|
|[15 credits]||[15 credits]|
|BUS-483 Integrated Marketing Communication||3||COM-461/BUS-461 Communication Arts or Business Practicum||4|
|BUS-461/IDS-361 Internship (recommended)||3||BUS-416 Managing Financial Resources||3|
|General Education/Electives||9||COM-401 Writing for the Web||3|
|[15 credits]||General Education/Electives||6|
Note: Descriptions for the courses required as part of the marketing communications major may be found in the business, communication arts, art, and computer studies sections of the catalog.
What to Expect Studying at Notre Dame of Maryland University
Small class sizes and personal attention enhance the student experience while internships and practica allow you to apply classroom learning to real world situations. An interdisciplinary curriculum allows you to customize the program to your own interests and goals.
After completing the program, you will be able to:
1. Develop effective data-driven marketing communications strategies
a. Devise, conduct and analyze secondary research which informs marketing problem definition and strategy development
b. Design, gather, analyze and integrate primary research information into the development of a marketing communications program
c. Identify, analyze and solve marketing problems and in formulating and evaluating multiple solutions through critical thinking
2. Evaluate and design effective communication plans for internal and external audiences either working individually or as a member of a team
a. Demonstrate effective teamwork: Use skills in communication, cooperation, group process, conflict resolution, giving constructive feedback, and negotiation to contribute to team effectiveness and efficiency in achieving common goals and projects.
b. Estimate and justify a budget for marketing communications activities and determine measures to track financial contribution.
c. Evaluate the effectiveness of both traditional and nontraditional marketing communications tools and media in achieving marketing communications objectives.
3. Create effective marketing messages that are ethical, socially responsible and well-reasoned using diverse media
a. Recognize unethical, socially irresponsible, illogical promotional elements and/or campaigns and design ethical, socially responsible, and logical marketing campaigns.
b. Select and design effective communication tools and media to meet specific marketing challenges.
c. Design professional, persuasive, logical and effective communications, both in writing and orally.
Amazing OpportunitiesAlum, NDMU Class of 2001 Marketing Communications Read story
Research & Internship Opportunities
The program culminates in a professional practicum to gain work experience analyzing, designing, implementing and reviewing integrated marketing communication plans for local businesses.
Examples of Internships
- Social Toaster
- Economic Alliance of Greater Baltimore
- Wes Moore Brand
- Cal Ripken Foundation
- M&T Bank
- DLR Marketing & Advertising
- MD Office of the Public Defender
- Baltimore Collegetown Network
- Governor's Office on Service and Volunteerism
Marketing Communications Careers
- Corporate Marketing Communications Professionals
- Account Managers in Advertising or Direct Marketing Firms
- Social Media or Web Content Managers
- Event Planners
- Public Relations Professionals
- Marketing Representatives
- Trade Show Coordinators
- Publication Managers
- Product Managers
- Media Buyers
- Sales Promotion Directors
- Internet Marketing Managers