Career Skills Module: Marketing Communications

Part I

  • ORG 340: Foundations of Marketing (3 credits): This course introduces students to the role of marketing in organizations. Students will study all facets of the marketing process including: environmental analysis, marketing-information management, market research, consumer and business behavior, segmentation, and positioning. Students will also explore marketing from a global view (examining global market forces and globally competitive environments). Legal and ethical impacts of marketing will be explored through case studies.


  • COM 102: Introduction to Communication (3 credits): This course surveys the theories of communication relevant to all contexts – from conversations between friends and family to presidential town halls on the Internet. It introduces students to essential concepts and fundamental theories that describe the process, function, natures, and effects of communication.


  • COM 211: Fundamentals of Public Relations Theory & Practice (Prerequisite: COM 102; 3 credits): This course is designed to help students develop an understanding of public relations from a theoretical and a strategic management perspective. Specifically, the course will help students trace the history and development of the field; critically assess the role of public relations in modern societies; develop an understanding of theoretical concepts and practical techniques of public relations in interpersonal and organizational communication; and evaluate the relationships between public relations, journalism, advertising, marketing, and other communication disciplines in modern societies.


Part II

(Prerequisite: Marketing Communication Career Skills Model: Part I)

  • COM 302: Persuasion (3 credits): A study of contemporary theories of persuasive message design in mediated and interpersonal contexts. The course examines the roles played by language, culture, message content, and media in persuasion. Students analyze a variety of persuasive artifacts, learn how to detect deception, and learn how to construct effective persuasive messages.


  • COM 347: Reputation and Relationship Management (Prerequisite: COM 211; 3 credits): This seminar course introduces students to a growing and increasingly important practice area within the public relations profession. Students will gain an understanding of the theoretical perspectives related to environmental scanning/surveillance and the strategic management of events, trends and issues as well as their impact on an organization’s relationships with key stakeholder groups. In addition, students will apply theory to practice by learning how to make, justify and assess the impact of organizational decisions on corporate image, reputation and trust.


  • ORG 322: Leadership in the Global Workplace (3 credits): A leader’s ability to approach diversity from a perspective that can use individual differences to empower followers is becoming increasingly important in the global workplace. This course introduces students to the changing role of leadership within multicultural and multinational organizations while identifying the leadership skills necessary for preparing organizations for success in globally diverse environments.