Curriculum for Marketing Communication Major

Your career in marketing communication begins now with Champlain’s Upside-Down Curriculum. Discover the difference that doing on day one has on your success.

Marketing Communication Curriculum

Our Upside-Down Curriculum is designed to prepare marketing communication students like you with a comprehensive understanding of the intersection of communication methodology and business experience. It offers a combination of emerging marketing strategies, strategic communication methods, and practical skills necessary for success in the marcomm field.

Our rigorous Marketing Communication curriculum immerses you in the practical work of your profession, combining communication methodology and emerging strategies with business experience. The curriculum covers a wide range of topics, including the production of social media, consumer behavior, writing for public relations, analytics, and event marketing. Students gain a deep understanding of strategic communications and emerging marketing strategies. Plus, it emphasizes a hands-on approach to learning, giving you opportunities to engage in applied projects, internships, and field experiences that provide practical applications of communication and marketing tools, strategies, and methodologies.

By the end of your second year in the Marketing Communication major, you will be required to declare a minor.

Interested in studying abroad for a semester? We’ve designed the curriculum so you can take a semester studying abroad without getting behind on required courses for your major.

Learning Outcomes for Marketing Communication

First Year
Fall Semester
Spring Semester
Second Year
Fall Semester
Spring Semester
Third Year
Fall Semester
Spring Semester
- CCM 493 Communication and Creative Media Internship —OR—
  XXX BUS, BRD, COM, ECN, EVT, MGT, MKT, VCD, or WRT 300+ Elective
- XXX Minor Course
- SCI XXX Science Elective
- COR 303 Core Foundations: Connecting Past and Present
- COR 304 Digital Methods
Fourth Year
Fall Semester
- COM 400 Public Relations Campaign Dev & Mgt
- COM 475 Communication Field Practicum
- MKT 450 Current Topics in Marketing
- XXX Minor Course
- XXX General Elective
Spring Semester
- CCC 410COM Capstone Project in Communication
- MKT 430 Strategic Community Management
- XXX Minor Course
- XXX General Elective

This class is designed to provide students who have little or no digital video production knowledge with an introduction to methods and strategies for production of digital video stories. Using the art of telling a story, the class will create educational, informational or personal experience video productions utilizing audio, video, scriptwriting and digital editing techniques. The class will be focused around hands-on projects, critiques and editing on nonlinear workstations.

Prerequisites
Credits	3

This course is an introduction to the electronic, film and print media and their functions. It includes an examination of the background, organization, current influence and future trends of books, newspapers, radio, film, audio recordings, television and the internet. Contemporary problems of the media are covered such as the legal, social, economic and psychological implications of their relationships with society. Application of advertising and public relations and their use of the eight mass media outlets are addressed.

Prerequisites
Credits	3

Students will discover and develop the entrepreneurial mindset that is critical to succeed in today's dynamic business environment so that they will be able to imagine, create, identify, assess, and act on business opportunities in a variety of contexts and organizations. Through real-world examples and hand-ons activities, students will embrace an entrepreneurial and strength-based mindsets that will facilitate their understanding of the major functions of business and the relationships between them, as well as the importance of self-inquiry and teamwork.

Prerequisites
Credits	3

In this introductory marketing course, students will learn the foundations of marketing including how to develop the marketing mix (product, price place, promotion) for goods, ideas or services. Students will apply what they have learned as they respond to current issues, case study questions and develop a marketing plan for a real organization. Students will learn how to function within successful teams as they engage with actual businesses to analyze and recommend market-driven solutions to real-world business challenges and opportunities.

Prerequisites
Credits	3

Why go to college? What does it mean to be educated? In this course you'll begin to answer these questions. We'll explore the academic expectations of higher education, college as a diverse community, and the significance of education around the world. By examining how these issues are negotiated and implemented at Champlain and elsewhere, you'll gain perspective on your own education and a deeper understanding of the ways that the college experience can be both liberating and transformative.

Prerequisites	Take Cor-102 concurrently.
Credits	3

Inquiry is about learning how to ask the right kinds of questions, and figuring out how to answer those questions through discussion and reflection. This course introduces you to the types of inquiry necessary to succeed at Champlain and beyond. You will explore the intersections of reading, writing, and thinking by focusing on a specific topic or theme. You will approach that focus through the interrogation of relevant texts and analysis that draws upon multiple analytical frameworks. For detailed descriptions of the individual sections of this course, cut and paste the following link into your browser: bit.ly/core-year-one

Prerequisites	Take COR-101 concurrently.
Credits	3

This course provides insight into consumer behavior, and how consumers engage in the decision making process. This includes an in-depth study of the internal, external, and situational influences on consumer behavior such as culture, learning, personality and lifestyle, values and motivations. Students will learn to assess current brands' marketing strategies with respect to consumer behavior and develop an understanding of the impact consumerism has on various global populations.

Prerequisites	Complete BUS-120 or MKT-110.
Credits	3

Teaches a statistical approach to decision making under uncertainty. Topics are descriptive statistics, probability distributions, inferential statistics, confidence intervals, hypothesis testing, linear regression and correlation.

Prerequisites
Credits	3

What makes an argument good or bad? What counts as evidence in our post-truth world? How can you understand and assess the truth value of a claim when you're not an expert? In this course you'll learn rhetorical strategies about how to examine arguments and types of evidence in different disciplines and fields of study. To help learn these strategies, you will do close readings of texts from a variety of disciplines in the liberal arts and sciences, popular culture, and social media.

Prerequisites	Take COR-104 concurrently.
Credits	3

This course introduces you to interdisciplinary inquiry using applied, project-based, and/or experiential methods. Regardless of the specific course focus, you'll have opportunities for making and doing interdisciplinary knowledge creation through a variety of approaches and activities. You will collaborate with other students, iterate on ideas, and work to develop a project. For detailed descriptions of the individual sections of this course, cut and paste the following link into your browser: bit.ly/core-year-one

Prerequisites	Take Cor-103 concurrently.
Credits	3

Focuses on the field of public information and public relations, with an emphasis on applying the appropriate theories and techniques to solve organizational and institutional communications problems. (Spring only)

Prerequisites	Complete either COM-120, MKT-110 or BUS-120
Credits	3

Students use basic data analysis to find meaning in data through data cleaning, analysis and visualization. Students will learn Excel and other contemporary tools, spreadsheet manipulation, data cleaning and other data analytic techniques. Students will produce the kind of visual, written and verbal information that helps communicate results of data analysis to evaluate and optimize decision making.

Prerequisites	Complete 15 credits
Credits	3

Science holds an elevated place in society. The knowledge and meaning that science makes are seen as having a particular and special value. This course explores knowledge and meaning making in order to allow a thoughtful analysis of, and then engagement with, science as a way of knowing, and then engages with the methods and theories of the sciences themselves, to understand the analytical, creative, and generative possibilities of science.

Prerequisites	Take COR-101, COR-102, COR-103, COR-104.
Credits	3

While each section of COR 202 addresses a different problem, issue, or topic, they all focus on interdisciplinary research. You will collect, analyze, and assess information from different disciplines in order to recognize patterns, contextualize arguments and synthesize ideas while collaborating on a project. Emphasis will be placed on helping you translate and apply what you learn about interdisciplinary research to other professional contexts. For detailed descriptions of the individual sections of this course, cut and paste the following link into your browser: bit.ly/core-year-two

Prerequisites	Take COR-101, COR-102, COR-103, COR-104.
Credits	3

This content and hands on production class examines and creates audio and video for web cast, podcasts, and social media venues. Students will script, capture, edit, enhance and host audio and video projects for specific audiences.

Prerequisites	Take BRD-110
Credits	3

Students will gain the foundational knowledge and skills required for the successful management of corporate, non-profit and social special events. Areas of focus include event research, design, planning, coordination and evaluation. By participating in the execution of a campus or community-based special event, students will incorporate principles of concept and theme development, program design destination/site research and selection, sourcing of vendors and service providers, and fundamental target marketing concepts. Students will visit local event venues and engage with event planning professionals. As a team project, students will plan elements of an event experience for a target audience guided by specific goals and objectives.

Prerequisites
Credits	3

Events require publicity to gain attendees, promotion to engage clients and customers, and sponsorships to help off-set costs. Students will learn the skills necessary to promote, and market an event, and may also be responsible for design, planning, organization and implementation. The course will emphasize the marketing techniques required to ensure a successful event, including pitching potential event sponsors, creating supporting sponsorship documents/media kits, integrating budgeting and measurement of success, and exploring how to get trade, press and media coverage for the promotional event.

Prerequisites	Complete either MKT-110 OR BUS-120 OR EVT-125 and 60 credits.
Credits	3

Students will learn how to utilize digital platforms as part of a comprehensive and integrated marketing strategy. Through a mix of strategy, professional certification(s), and hands-on application, students will navigate the digital marketing ecosystem and apply best practices in the field.

Prerequisites	Complete MKT-110.
Credits	3

Culture impacts everything we do, experience, and learn, but what is culture? Where does it come from, how does it form, and why does it have such a wide and deep impact on people's lives? This course explores culture as a system of meaning and meaning-making in order to allow for a more thoughtful analysis of, and then engagement with, cultural texts and media using different methodological approaches.

Prerequisites	Take COR-101, COR-102, COR-103, COR-104.
Credits	3

In this course, you will go in depth about a theoretical perspective that asks you to interrogate systems of power and power relationships. You will learn about the history of that perspective, including how it too was shaped by multiple contexts and compares with other viewpoints. You will use that perspective to analyze a specific topic, collection of texts, or cultural phenomena. For detailed descriptions of the individual sections of this course, cut and paste the following link into your browser: bit.ly/core-year-two

Prerequisites	Take COR-101, COR-102, COR-103, COR-104.
Credits	3

This course will inform the student of the various forms of public relations writing and help to develop competency in written communications for different media. Emphasis will be on conducting research, audience analysis, establishing communications goals, executing the communications plan and evaluating the total communication effort. The student will prepare a complete media kit applying such areas as: research and writing for public relations, design, production, copy disseminations, and media. Communication vehicles covered in this course include internal and external media, print electronic and audiovisual and basic formats including news releases, features, pamphlets, brochures, fact sheets, management reports, scripts, publicity, annual reports and position papers.

Prerequisites	COM-210. BRD-216 or WRT-200.
Credits	3

Students will explore and develop a variety of portfolio tools to assist in a successful launch of their career in the Communication industry. These include portfolio building, creating a personal image, developing reels and other video or print promotions, and using social media tools and networking. The course allows students to work on materials specific to gaining internships and employment. Students will analyze and apply ethical codes of conduct to a variety of scenarios applicable to their industry.

Prerequisites	Minimum 60 credits and X Majors.
Credits	1

Students will develop a resonant, data-driven, and ethically sound Integrated Marketing Communications Campaign for a real-world client. Utilizing all elements of the promotional mix, they will design this IMC campaign to achieve all objectives set forth by the client.

Prerequisites	Complete either BUS-120 or MKT-110. C-.
Credits	3

Where we are shapes how we understand ourselves and each other. In this course, we will dig into the relationship between place and identity. We will learn how to think spatially, recognizing how one's identity is situated within and constructed through movement through different spaces--be they natural and built environments, rural and urban, or actual and virtual. COR 301 will help us understand the complex meanings of identity in a world defined by movement and change.

Prerequisites	Take COR-101, COR-102, COR-103, COR-104, COR-201, COR-202, COR-203, COR-204
Credits	3

Field methods are a collection of practices used in the sciences, arts, and humanities to understand phenomena in situ or as it is happening in a specific time and place. In this course, we will apply one or more field methods to research a topic, theme, or question that varies by section. We will learn practices associated with research in the field including but not limited to participant observation, data collection, and experimentation in order to navigate an uncontrolled environment. We will also examine the power dynamics between the researcher, informant, and subject matter to help us understand how, if not practiced ethically, field methods can create or reinforce biases rather than helping us learn with and make sense of the world around us. For detailed descriptions of the individual sections of this course, cut and paste the following link into your browser: bit.ly/core-year-three

Prerequisites	Take COR-101, COR-102, COR-103, COR-104, COR-201, COR-202, COR-203, COR-204
Credits	3

Students in the CCM Division who enroll in this course earn 3 academic credits for successfully completing 175-214 hours of an internship position at a designated pre-approved internship site. Students will apply skills and aptitudes developed in the classroom and engage in hands-on work in professional settings alongside and under the direction of a worksite supervisor. The student's internship performance is assessed by the site supervisor and a CCM designated internship coordinator.

Prerequisites	CCM Division students only, with 75 credits or more OR students who have taken 1 credit prep course: COM 355, CRE 240, EGD 240, WRT 301, OR VCD 250. CCM 491 through 496 internship courses may be taken multiple times for a maximum of 12 credits total. Internship site and hours must be pre-approved by CCM Dean's office/Internship Coordinator prior to student enrolling in the class for credit
Credits	3

By learning from the past, we can make sense of the present and prepare for the future. In this course, we will learn how the 21st century has been and continues to be shaped by past social practices, ethical frameworks, power relations, and discourses. COR 303 is a course about how we know what we know about the past, and the ways different narratives about the past shape the present. Making connections between past and present will help us better understand how to live and make decisions in a globalized world defined by constant change.

Prerequisites	Take COR-101, COR-102, COR-103, COR-104, COR-201, COR-202, COR-203, COR-204
Credits	3

Digital methods are widely used forms of inquiry that employ technological tools to interrogate research questions important to the humanities and sciences (including the social sciences). Some examples include digital archiving, data mining, and story mapping. In this course, we will use one or more digital methods or tools to research a topic, theme or question that varies by section, with the express purpose of critiquing and reflecting on its application. This includes an examination of the values, flaws, and impacts of the methods or tools we are using, paying particular attention to their ethical implications and power dynamics. For detailed descriptions of the individual sections of this course, cut and paste the following link into your browser: bit.ly/core-year-three

Prerequisites	Take COR-101, COR-102, COR-103, COR-104, COR-201, COR-202, COR-203, COR-204
Credits	3

Public relations is a communications-driven practice, used to develop and manage mutually beneficial relationships between an organization and its various constituencies. This course offers the opportunity for the development and execution of a public relations campaign in a variety of circumstances. Emphasis is placed on a management approach and application of the four-step Public Relations process, solving public relations problems through Research, Action, Communication, and Evaluation. Students will apply public relations theories, tools and techniques to the public relations campaign. Research, planning and execution are practiced. Students design a public communication campaign involving media management, community relations, educational outreach or other methods of advocacy in the public forum for such agencies as government, hospitals, education corporations, and non- profit organizations. Emphasizes systematic analysis of clients and publics, formulation of goals and strategies, and multimedia communications. Evaluation of effectiveness and budget preparation included.

Prerequisites	Complete COM-311
Credits	3

Students gain practical experience as interns at a site appropriate to the major, such as at a public relations agency, corporate or non-profit communications department, production house or other venue as approved by the program director. In addition to involvement in the workings of their placement organization, students will gain additional professional understanding through class requirements.

Prerequisites	Complete COM-355 and complete 90 credits.
Credits	3

In this upper level marketing course, students will explore in depth a current topic in marketing that is impacting society and business. Given the ever changing nature of marketing there are always new areas to explore, and this course will allow students of all disciplines to engage with an important emerging topic selected by the instructor. This is a required course for marketing students and an elective option for all other majors.

Prerequisites	Any major with 90 credits completed.
Credits	3

Prerequisites	Complete COM-355. Must complete COR-310, COR-320, and two sections of COR-330.
Credits	4

An organization's online community manager must be a community advocate and brand evangelist, who has savvy communication skills, can create content on multiple platforms, gather community input and measure success. Students will learn how to manage multiple online communities for an existing brand. In this hybrid course, students will meet both in the classroom as well as virtually utilizing an online learning management system. Students will be required to sign up for multiple online accounts on a variety of services.

Prerequisites	Complete MKT 250 and 60 credits.
Credits	3

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