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  • MB 400: Business Policy and Strategy

    4.00 Credits
    Emerson College

    Serves as the business minor's capstone course by introducing new levels of complexity to broad concepts learned in previous classes. Uses case studies, trade articles, and time-honored academic frameworks, as well as in-class lectures, group exercises, and discussions to challenge students to apply how legal frameworks, business and government regulations, organizational structures, diverse workforces, and customer and stakeholder expectations influence the way contemporary companies conduct business. Prerequisites: MB 300 and MB 310. (Semester varies)
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  • MK 200: Communication, Media, and Society

    4.00 Credits
    Emerson College

    Explores basic concepts and theories about communication and the media as they apply to marketing communication. A variety of mass communication frameworks provides the basis for examining factors that influence the development of advertising and public relations. Case studies, readings, and lectures inform discussions about the history and roles of mass communication, advertising, and public relations in society. Majors are required to complete this in the first year.
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  • MK 255: Principles of Marketing

    4.00 Credits
    Emerson College

    Examines principles necessary for developing marketing strategy for customers, consumers, and publics, with attention to delineating strategic plans and identifying target markets. Multiple elements of the marketing mix (e.g., product development and management, pricing, distribution, and communication) are surveyed. Marketing communication elements and their implementation (e.g., advertising, public relations, direct/database marketing, sales promotion, interactive marketing) are discussed. Case studies demonstrate the importance of a customercentered orientation and the planning process as they affect marketing communication.
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  • MK 257: Principles of Public Relations

    4.00 Credits
    Emerson College

    Examines history, current practices, challenges, and future trends in public relations. Covers fundamentals of public relations including relationships practitioners have with internal and external publics who are affected by, and affect, an organization's actions. Explores how public relations and publicity fit into the larger context of marketing communication from a strategic perspective, as well as topics such as media relations, community relations, public and governmental affairs, financial relations, development and fundraising, and special events. Prerequisite: MK 255.
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  • MK 259: Principles of Advertising

    4.00 Credits
    Emerson College

    Approaches advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Examines advertising strategy, including how to set advertising objectives, establish an advertising budget, determine the message to be disseminated, identify the media through which the message will be disseminated, and evaluate an advertising program. Projects and applications provide exposure to both the creative aspects of advertising and managerial considerations inherent in the implementation of advertising strategy. Prerequisite: MK 255.
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  • MK 302: Media Planning

    4.00 Credits
    Emerson College

    Teaches about media research, planning, and buying. Areas of concentration include target market analysis, research tools, media and vehicle analysis, buying techniques, negotiation, and computer applications. Prerequisites: MK 257 and MK 259.
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  • MK 303: Research Methods

    4.00 Credits
    Emerson College

    Encompasses the research process, from problem definition to survey design, sampling, data analysis, and interpretation of results. Examines both qualitative research (e.g., focus group interviews) and secondary data analysis, with opportunities to participate in a research project or application. Prerequisites: MK 255, MT 207 (may be a co-requisite), and sophomore standing.
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  • MK 308: Design and Layout

    4.00 Credits
    Emerson College

    Introduces the principles of design and layout used in marketing communication strategies. Conceptual knowledge and computer skills are enhanced through project applications and portfolio development. Prerequisites: MK 257 and MK 259.
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  • MK 309: Copywriting

    4.00 Credits
    Emerson College

    Focuses on developing and understanding the concept of copywriting used in marketing communication strategies. Skills advance through the development of copy and copywriting portfolio samples. Prerequisites: MK 257 and MK 259.
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  • MK 315: Consumer Behavior

    4.00 Credits
    Emerson College

    Surveys theories of consumer behavior with an emphasis on practical applications to various marketing contexts. Theories reflect multiple disciplines including communication, marketing, psychology, and economics. Lectures and discussions highlight the complexity of consumer decision-making and the multiplicity of elements that inform it. Prerequisites: MK 257 and MK 259. (Semester varies)
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