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Marketing Communication Advertising Program

  • Program Overview

    Explore all aspects of this complex industry - advertising, public relations, social media, and more - on your way to a great career.

    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.

    a guy and a girl attending a class and smiling
  • Curriculum

    Curriculum Requirements - Total Credits Required: 125

     

    Freshman - Credits: 32

    • Global Issues General Education Requirement   (Cr: 3)
    • Individual and Society General Education Requirement   (Cr: 3)
    • Literary Perspectives General Education Requirement   (Cr: 3)
    • CMM Elective   (Cr: 3)
    • Elective  (Cr: 3)
    • CMM 103 - Advertising Fundamentals (Cr: 3)
    • CMM 106 - Media and Culture I (Cr: 3)
    • ENG 111 - Critical Reading and Writing I (Cr: 3)
      Satisfies the Writing Designated Core requirement.
    • ENG 112 - Critical Reading and Writing II (Cr: 3)
      Satisfies the Writing Designated Core requirement.
    • GD 105 - Introduction to Computer Graphics (Cr: 3)
    • INT 100 - Internship I (Cr: 2)

    Sophomore - Credits: 32

    • Aesthetic Awareness and Creative Expression General Education Requirement   (Cr: 3)
    • Quantitative Reasoning General Education Requirement   (Cr: 3)
    • Science and Technology General Education Requirement   (Cr: 3)
    • Values and Ethical Reasoning General Education Requirement   (Cr: 3)
    • Elective   (Cr: 3)
    • BUS 200 - Marketing (Cr: 3)
    • CMM 107 - Media and Culture II (Cr: 3)
    • CMM 203 - Public Relations (Cr: 3)
    • CMM 204 - Promotional Writing (Cr: 3)
    • CMM 207 - Writing for Media (Cr: 3)
      Satisfies Writing Designated Requirement
    • INT 200 - Internship II (Cr: 2)

    Junior - Credits: 31

    • World Cultures General Education Requirement   (Cr: 3)
    • General Electives   (Cr: 12)  (two must be above the 100 level)
    • Elective   (Cr: 3)
    • CMM 306 - Social Impact of the Media (Cr: 3)
    • CMM 335 - Social Media and Marketing (Cr: 3)
    • CMM 370 - Communication Research Methods (Cr: 3)
    • CMM 379 - Semester Internship Strategies (Cr: 1)
    • CMM 380 - Media Ethics (Cr: 3)

    Senior - Credits: 30

    • Elective   (Cr: 3)
    • CMM 312 - Strategic Media Planning (Cr: 3)
    • CMM 405 - Campaign Planning and Client Services (Cr: 3)
    • CMM 415 - Creative Portfolio Development (Cr: 3)
    • CMM 480 - Semester Internship (Cr: 12)
    • CMM 489 - Senior Thesis I (Cr: 3)
    • CMM 490 - Senior Thesis II (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. 
    • Demonstrate integrated learning skills by making connections between classroom learning and professional life in the marketing communication discipline.

    View academic catalog and learning outcomes
  • 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

    • Puma
    • Gatehouse Media
    • Peabody Essex Museum
    • The Dr. Phil Show
    • Regan Communication

    Alumni Employment

    • Time Inc.
    • CTP
    • Hill Holiday
    • Reebok
    • Mechanica

    Graduate School Acceptances

    • Seattle University
    • UMASS Lowell
    • Syracuse University
    • UMASS Boston
    • Southern New Hampshire University

Theory into Practice

The Agency - Endicott's in-house, student-run advertising agency - is abuzz with creativity and smarts. Join in, and seize the opportunity to apply what you've learned to real-world projects. Bring your enthusiasm and your talent - and you'll be on your way to developing a strong portfolio.