Emerson College’s on-campus Strategic Marketing Communication graduate program consists of a 40-credit curriculum. Housed in the School of Communication, the program is perfect for working professionals, allowing for maximum flexibility related to time and structure. Students can complete the program in one-and-a-half to two years full-time or part-time. Courses are offered primarily in the evening, leaving time for students to participate in internship and networking opportunities.
5 + 5 Curriculum
Courses
5 Core Courses
Students will learn the foundational skills for success in industry careers. From courses such as Marketing and Brand Management to Creative Thinking and Problem Solving, students learn industry principles and how strategy and creativity are interwoven to form a customer-centric strategic marketing plan and integrated marketing communication.
| Number | Course | Credits |
|---|---|---|
| MK 601 | Principles of Strategic Marketing Communication | 4 |
| MK 610 | Marketing/Brand Management | 4 |
| MK 636 | Creative Thinking and Problem Solving | 4 |
| MK 668 | Professional Applied Experience in Strategic Marketing Communication | 4 |
| MK 669 | Behavioral Economics | 4 |
5 Elective Courses
The elective courses in the program allow students to focus on a Professional Path in Strategic Planning, Digital Strategy, or Brand Strategy with recommended courses, or pick-and-choose electives that best meet personal career goals or academic interests. These electives complete the 5 + 5 curriculum.
Professional Paths
Students can choose between crafting an individualized program of study that draws from electives that satisfy professional pursuits or academic interests, or one of the following Professional Paths with recommended electives, allowing expertise to be developed, focused, and applied:
- Strategic Planning: Develop your skills and knowledge in planning and managing strategic marketing campaigns and communication initiatives from research through implementation and review.
- Digital Strategy: Prepare yourself for a career focused on digital marketing with recommended courses that build your skills and knowledge in the areas of digital design, analytics, and strategy.
- Brand Strategy: Focus your industry skill set and knowledge on branding and brand strategy, creating the stories and strategies that develop both intangible and tangible assets for recognized—and soon to be recognized—brands.
Professional Paths include, but are not limited to, the following recommended courses.
Note: Course offerings or availability are subject to change.
Professional Path: Strategic Planning
| Number | Course | Credits |
|---|---|---|
| MK 604 | Market Research and Account Planning | 4 |
| MK 617 | Consumer Behavior | 4 |
| MK 661 | Strategic Planning and Market Communication | 4 |
| MK 665 | Global Cultures/Applied Anthropology and Sociology | 4 |
| MK 667 | Integrated Strategies | 4 |
Professional Path: Digital Strategy
| Number | Course | Credits |
|---|---|---|
| MK 604 | Market Research and Account Planning | 4 |
| MK 627 | Digital Communication Strategies and Implementation | 4 |
| MK 628 | Social Media Marketing | 4 |
| MK 637 | Creative Collaboration for Marketing | 4 |
| MK 673 | Topics in Marketing Communication: Analytics for Impact | 4 |
Professional Path: Brand Strategy
| Number | Course | Credits |
|---|---|---|
| MK 617 | Consumer Behavior | 4 |
| MK 663 | Strategic Design and Communication | 4 |
| MK 638 | Branding for Start Ups | 4 |
| MK 604 | Market Research and Account Planning | 4 |
| MK 673 | Topics in Marketing Communication: Content and Storytelling or Brand Narrative and Positioning | 4 |