Marketing Communication Advertising Program
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Program Overview
The major encourages you to engage in active problem solving. You will have countless opportunities to devise creative strategies and develop a variety of branding and promotional solutions - taking a hands-on approach to writing, designing, and presenting your ideas and finished work. These might include integrated marketing plans, print advertisements, video scripts, and branded content for social media.
This major provides a broad understanding of the industry and prepares you for success post-graduation as you build your own professional portfolio and complete a series of valuable internships. Marketing communication/advertising graduates typically go on to careers in advertising agencies, PR firms, or a variety of in-house marketing departments, although their communication and creative skills are highly valued by and transferable to other industries.
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Curriculum
Curriculum Requirements - Total Credits Required: 125-126
First Year - Credits: 32
- Global Issues General Education Requirement 聽 (Cr: 3)
- Individual and Society General Education Requirement聽聽 (Cr: 3)
- Literary Perspectives General Education Requirement 聽 (Cr: 3)
- Quantitative Reasoning General Education Requirement聽 聽(Cr:3)
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CMM 106聽-聽Media and Culture I (Cr: 3)
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DM 111聽-聽Introduction to Multimedia Narrative (Cr: 3)
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ENG 111聽-聽Critical Reading and Writing I (Cr: 3)
Satisfies the Writing Designated Core requirement.
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ENG 112聽-聽Critical Reading and Writing II (Cr: 3)
Satisfies the Writing Designated Core requirement.
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INT 100聽-聽Internship I (Cr: 2)
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IDS 265聽-聽Creative Thinking and Practice (Cr: 3)
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MCA 103聽-聽Advertising Fundamentals (Cr: 3)
Sophomore - Credits: 32-33
- Aesthetic Awareness and Creative Expression General Education Requirement (Cr: 3)
- Science and Technology General Education Requirement聽(Cr: 3-4)
- World Cultures General Education Requirement聽 (Cr:3)
- Elective聽聽(Cr: 3)
- MCA Elective (Cr: 3)
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BUS 330聽-聽Consumer Behavior (Cr: 3)
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CMM 380聽-聽Media Ethics (Cr: 3)
Satisfies the Values and Ethical Reasoning General Education Requirement
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ENG 2XX聽-聽Present, Pitch, Persuade (Cr: 3)
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MCA 203聽-聽Public Relations (Cr: 3)
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MCA 204聽-聽Promotional Writing and Editing (Cr: 3)
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INT 200聽-聽Internship II (Cr: 2)
Junior - Credits: 31
- General Education Electives聽(Cr: 12)聽 (two must be above the 100 level)
- Elective聽聽 (Cr: 3)
- MCA Elective (Cr: 3)
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BUS 215聽-聽Marketing Analytics (Cr: 3)
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CMM 306聽-聽Social Impact of the Media (Cr: 3)
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MCA 335聽-聽Social Media and Marketing (Cr: 3)
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CMM 370聽-聽Communication Research Methods (Cr: 3)
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CMM 379聽-聽Semester Internship Strategies (Cr: 1)
Senior - Credits: 30
- Elective聽聽 (Cr: 3)
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CMM 415聽-聽Creative Portfolio Development (Cr: 3)
Or
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CMM 416聽-聽Professional Communication Portfolio (Cr: 3)
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CMM 480聽-聽Semester Internship (Cr: 12)
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CMM 490聽-聽Senior Thesis (Cr: 3)
Or
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MCA 491聽-聽Senior Capstone (Cr: 3)
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MCA 312聽-聽Strategic Media Planning (Cr: 3)
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MCA 405聽-聽Campaign Planning and Client Services (Cr: 3)
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MCA 489聽-聽Senior Research (Cr: 3)
Marketing Communication/Advertising Electives
Students must choose two from the following:
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BUS 333聽-聽Design Thinking (Cr: 3)
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BUS 365聽-聽Business, the Environment, and Sustainability (Cr: 3)
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BUS 460聽-聽Brand Management (Cr: 3)
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CMM 115聽-聽Social Media: Theory and Practice (Cr: 3)
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CMM 206聽-聽Race, Ethnicity, and the Media (Cr: 3)
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CMM 400聽-聽Contemporary Explorations in Communication (Cr: 3)
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DM 110聽-聽Introduction to Digital Filmmaking (Cr: 3)
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DM 211聽-聽Fundamentals of Journalism (Cr: 3)
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DM 227聽-聽Multimedia Journalism (Cr: 3)
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DM 360聽-聽Podcast and Radio Journalism (Cr: 3)
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GD 105聽-聽Introduction to Computer Graphics (Cr: 3)
Learning Outcomes
Upon completion of the marketing communication/advertising program, students will:
- Demonstrate an understanding of how marketing communication works and persuades.
- Explain the ways in which marketing communication is central to our cultural language.
- Plan, implement, and evaluate marketing communication programs.
- Analyze ethical issues related to marketing communication.
- Communicate effectively in written form within the conventions of the communication discipline.
- Demonstrate the critical inquiry and analysis skills needed to engage constructively in intellectual discourse within the discipline.聽
- Demonstrate integrated learning skills by making connections between classroom learning and professional life in the marketing communication discipline.
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Internships and Careers
An Endicott education means you'll graduate with a degree and a resume.
Whether you pursue graduate school right away, or embark on your career after graduation, we believe that your time at Endicott will prepare you for the next step. Take a look at what our graduates have been up to lately.
Recent Internships
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Cercone Brown Company
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Regan Communications
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Boston Consulting Group
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Twitter
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Matter Communications
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KingFish Media
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New York Yacht Club
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Massachusetts General Hospital
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Bose Corporation
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Philips
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Lisa Baker Associates
Alumni Employment
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Hill Holliday
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Hasbro
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Leo Burnett
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Amazon
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Titleist Golf Ball
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Racepoint Global
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AMP Agency
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MediaHub Worldwide
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PAN Communications
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DraftKings
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Connelly Partners
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J. Jill
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Boston Consulting Group
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Fidelity
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PDC Brands (Calgon, Dr. Teal’s…)
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Philips
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CTP
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Qualtrics
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Constant Contact
Graduate School Acceptances
- Seattle University
- UMASS Lowell
- Syracuse University
- UMASS Boston
- Southern New Hampshire University
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