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MS in Marketing Communications

Program Overview

The M.S. program in Marketing Communications seeks to train students to plan, implement and control marketing communications and promotional programs. To meet this objective, the student must develop an understanding of: (1) the practice of marketing management and the role of marketing in the firm; (2) principles of marketing communications and promotion management, with particular emphasis on communications processes, promotion planning and promotional mix development; and (3) quantitative support available for marketing communications and promotion management.

Furthermore, students must demonstrate proficiency in the written and oral communication of plans and programs. The Temple program is appropriate for students who wish to work in public relations, communications, promotion or advertising, either for a large scale corporation, a small business, a startup company, or an agency or consulting house.

Admission

The Marketing Department admits students who show evidence of outstanding academic potential and whose career objectives match the objectives of the program. Academic potential is evidenced through previous performance, test scores, and professional achievement. Specifically:

  • The applicant's grades should place him or her at the top of the program from which he or she graduated.
  • Excellent GMAT and TOEFL scores are expected. While test scores are only one factor considered in the admission process, candidates should be aware that GMAT test scores above the 60th percentile on the verbal and the quantitative portions are necessary to gain consideration for admission. TOEFL scores above 600 are required for foreign students. These criteria represent necessary but not sufficient conditions for admission into the program.
  • Professional experience indicating outstanding potential will be considered in the admission process. The applicant must document such experience in sufficient detail to be evaluated.

General Statement of Requirements

Residency

The department recommends that students attend the program on a full-time basis and take three courses per semester. Under this option, the student can conceivably complete the program in one year. Where this is not possible, we recommend that candidates take two courses a semester to achieve a minimum level of intensity in the student's studies to ensure an appropriate level of comprehension. Otherwise, candidates may take one course per semester, however, it will take a minimum of ten semesters to complete the program in this manner.

Basic Proficiencies (Core Curriculum)

The fundamental role of marketing communications is to facilitate exchange between an organization and its clients by establishing a commonality of thought between the two. As such, communications is a component within a larger decision making system. Our philosophy is that basic competence in the area of marketing communications must be developed within the larger decision making context. Therefore, the student must meet with the departmental M.S. advisor to determine which proficiencies in the core business curriculum (accounting, statistics, economics, computer, finance, management) must be satisfied.

Minimum proficiencies in any required courses are established by maintaining a B average in this core curriculum. Students who have received an undergraduate degree in business from an AACSB accredited university may waive all or a portion of the courses in this core curriculum. Students will be advised at the time of admission whether proficiency deficiencies must be rectified.

Program Requirements

A portion of the academic requirements consists of a sequence of courses in the areas of marketing and related areas. The courses are identified as follows:

Marketing Requirements

  • Marketing 5101 Consumer and Buyer Behavior
  • Marketing 5102 Marketing Communications
  • Marketing 5103 Marketing Research
  • Marketing 5104 Marketing Strategy

Choose one of the following:

  • Marketing 5502 International Marketing;
  • 525 Industrial Marketing;
  • 526 Nonprofit Marketing; or 5107 Product Management

Related Discipline Requirements (Select three)

  • Journalism 511 Advertising and Public Relations Research
  • Journalism 585 Media Management
  • Journalism 605 Seminar in Public Relations
  • Journalism 661 Seminar in Advertising Problems
  • Psychology 5103 Theories of Learning
  • Psychology 507 Motivation
  • Psychology 508 Cognitive Psychology
  • Psychology 511 Perceptual Processes
  • Psychology 544 Attitudes and Persuasion
  • Communic. 5102 Quantitative Communication Research

Selected courses that demonstrably fit the student's program of study may be considered in place of the options listed above. Additionally, the Marketing Department faculty requires that each M.S. student write and present a thesis that entails the development of a full marketing communications plan (3 credit hours).

For more information about this program visit the Fox School Graduate Programs website.

 

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