The Marketing Communication track focuses on the management of business communication with customers, clients and general consumers outside the organization. It is particularly valuable for individuals with career interests in marketing and sales, publicity and promotions, market research, marketing management, social marketing, advertising, public relations, public communication campaigns, and public or community affairs.
Courses in the Marketing Communication track include:CMGT 500—Managing Communication (4, SpSm)
Production and distribution of information within large organizations; information networks, organization structure, control and decision-making functions. Resources necessary for effective organizational communication systems.CMGT 510—Communication, Values, Attitudes and Behavior (4, FaSp)
Theory and research on value and attitude formation and change; consequences for communication and behavior.CMGT 520—Social Roles of Communication Media (4, FaSp)
How mass media shape public images of groups, channel political power, promote consumption of goods. Social and political theories as tools in evaluating media impact.CMGT 545—Communication and Global Competition (4, Sp)
How communication technologies are used to secure competitive advantage; how firms use communication systems to sustain effective positioning in an industry; convergence of communication industries.CMGT 580—Media and Politics (4, FaSp)
Mass media in American political life, including political reporting, election campaigns, non-electoral politics and the media as a political issue.CMGT 581—Media in Social Services: Design and Evaluation of Campaigns (4, Fa)
Theory and research issues in the use of media for changing behavior in health, public safety, welfare and other areas of social services.JOUR 508—Introduction to Strategic Public Relations (3, Fa)
A survey of the profession, focusing on the key role of strategic public relations in today's information-based society; provides a social, economic and political context for the program.JOUR 534—Case Studies in Public Relations (3, FaSp)
Analysis of landmark and contemporary public relations cases; evaluation of current literature, programs and professional personnel; identification of emerging issues.
Valuable cognate courses for a concentration in Marketing Communication include:MKT 512—Marketing and Consumer Research (3, FaSp)
Marketing research concepts and techniques; developing managers' ability to critically evaluate and utilize research information in the decision-making process. Recommended preparation: GSBA 506ab or GSBA 524; and GSBA 509 or GSBA 528.MKT 525—Consumer Behavior (3, FaSp)
Theories and applications of consumer behavior in marketing; psychological, social, cultural and ethnic factors influencing consumer behavior. Recommended preparation: GSBA 509 or GSBA 528.MKT 526—Advertising and Promotion Strategy (3, FaSpSm)
Explains use of argument, emotion, endorsements for persuasive ads; tools for analyzing ad effectiveness, budgeting, media planning and scheduling; principles of pricing for creative promotion. Recommended preparation: GSBA 509 or GSBA 528.
Additional valuable cognate courses are offered through the USC Marshall School of Business and the USC Annenberg School of Journalism.