Marketing and Communication Degree Concentration

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Marketing and Communication Degree Concentration Overview

Messaging that consistently reaches its target audience is the hallmark of success in the marketing communication field. By earning your marketing communication degree from USC’s renowned Annenberg School for Communication and Journalism, you can broaden your professional acumen by learning current best practices in marketing communication.

In this program, you can verse yourself in areas like creating campaigns in new media and building brands in traditional and emerging markets — then employ strategies that positively impact customers and clients alike.

Why Earn an Online Master of Communication Management?

At USC, we’ve designed our online Master of Communication Management (MCM) program to be career-focused — so you can make an immediate impact in your current organization. During your time in the program, you can benefit from:

Solving real-world communication problems with our applied professional practicum
Studying with faculty who have extensive experience both in academia and across the communication field
Exploring current trends in communication with an emphasis on digital and social media tools
Learning in a 100% online environment that empowers you to earn your degree from anywhere in the world

Marketing and Communication Degree Learning Outcomes

When you earn an MCM with a marketing communication concentration from USC, you prepare to become a versatile communication professional who can confidently take on any of a variety of purpose-based roles. Coursework in the program covers critical subjects in depth, including:

Managing strategic corporate communication
Uses of communication research and analytics
Communication and attitudes, values and behaviors
Integrated communication strategies
Global marketing communication
Storytelling, culture and experiential communication

How Has USC’s Online Master of Communication Management Benefited Our Graduates?

Earning an online Master of Communication Management from USC can be a launching point to the next phase of your career, whether that means moving into a management position, changing companies or taking on a more strategic role.

Here’s what some of our recent graduates reported from their experience.

100%
Were employed upon graduation

94%
Received a raise, promotion or new title after completing the program

89%
Appreciated the personal satisfaction of earning a degree

83%
Said it helped expand their knowledge of the industry

Source: USC Annenberg MCM 2018 Graduate Outcomes Survey

Marketing and Communication Careers

Every company and industry — no matter its niche or size — needs outstanding marketing communication managers to achieve its business goals. That’s why the job outlook for advertising, promotions and marketing managers remains strong, with the U.S. Bureau of Labor Statistics projecting that positions for these professionals will increase by 6% between 2022 and 2032, about twice as much growth as the average of all careers in the U.S.

Individuals who earn a marketing communication degree like the MCM with a Marketing Communication concentration from USC can pursue marketing and communications careers like the following:

Advertising, Promotions and Marketing Managers

$138,730 per year*

Chief Marketing Officer

$182,300 per year**

Marketing Director

$96,300 per year**

Marketing Communications Director

$89,700 per year**

Brand Manager

$77,500 per year**

Art Director

$74,200 per year**

*Median salary statistics for 2022 provided by the U.S. Bureau of Labor Statistics *Median salary statistics based on 2023 data compiled by Payscale

Marketing and Communication Courses

For your specific course plan, please contact an enrollment advisor.

Required Courses

Students in this focus area will take three marketing communication courses along with a market research course determined upon enrollment.

CMGT 500

Managing Communication

Organizations are created through the process of communication, whether in the form of verbal agreements, written policies or enacted behaviors. As a result, organizational communication is highly interdisciplinary. It is inextricably linked to management, sociology, psychology and organizational behavior.

Managing Communication is about the process of understanding the systems, structures and processes that are integral to creating and maintaining organizations. This survey course will work through a model of organizational design to touch on a wide variety of the macro-level areas of the field of organizational communication, including the organizational structure, partnerships, networks, teams, culture and reward systems.

CMGT 540

Uses of Communication Research

An understanding of research methods is essential to successfully navigate the current professional business world. In this course we consider research from both a qualitative and quantitative perspective.

The course is designed around the principle that the best way to learn is via doing. Each week students apply the instructional materials to a range of problems simulating real-world scenarios. The course presents a range of methodological approaches, and multiple opportunities are provided to tailor the assignments to student personal interests.

CMGT 502

Strategic Corporate Communication

More and more organizations find they have to be much more strategic in their communication with their stakeholders. No more can a company or a nonprofit focus on its key messages at the expense of stakeholder perception. This class simulates the issues and stakeholders a U.S. publicly held company has to deal with on a regular basis. The class members play the role of the chief communication officer and create data-based strategic communication plans. Students work both on group and individual assignments throughout the semester.

CMGT 541

Integrated Communication Strategies

Successful creative campaigns communicate consumer benefits in simple, unexpected and compelling ways. This course provides an overview and application of marketing communication principles and strategies. It focuses on key concepts and frameworks for creating and managing an integrated marketing communication plan.

Topics will include situation analysis, consumer research, branding, campaign objectives, creative strategy, promotion strategy, media strategy, and campaign management and evaluation. Special attention will be given to social media and other current trends and innovations.

CMGT 556

Global Marketing Communication

Markets are becoming more and more intertwined, and it has become imperative for all entities to analyze their consumers and their competitive landscape in global terms. The ability to effectively do so provides a key competitive advantage to create, capture and deliver value in an evolving global landscape.

This course provides participants analytical tools to identify the challenges and opportunities in the global marketplace. The analysis draws on relevant interdisciplinary theoretical frameworks as well as practical applications from case studies to bridge the gap between theory and practice utilizing lectures, articles and industry reports.

CMGT 589

Storytelling, Culture and Experiential Communication

For your specific course plan, please contact an enrollment advisor.

Where Can Marketing and Communication Degree Concentration Graduates Work?

Today’s marketing communication professionals must be well versed in research methods, new media tactics, emerging technologies and best practices to ensure their messaging is on time and on target.

Areas of expertise for MCM graduates with a marketing communication concentration include:

Marketing and sales
Publicity and promotions
Market research
Marketing management
Social media
Advertising
Public relations
Public communication campaigns
Public or community affairs

Places where you can work with an online master of communication management include:

Corporations
Marketing and communication organizations
Professional, scientific and technical firms
Colleges and universities
Finance and insurance groups
Health care organizations
Local, state and federal government departments

Sources: Burning Glass Technologies: Labor Insight 2020 and the U.S. Bureau of Labor Statistics

Why Choose USC Annenberg?

When you begin your online master’s in communication degree, you are granted access to the resources of the USC Annenberg School for Communication and Journalism. That means all of our digital libraries, professional networks and accomplished faculty are available to you as you develop your strategic communication expertise and build the confidence to put it into action.

Broaden your skill set with these professional growth opportunities:

Access a multitude of creative workshops, digital tools and events through the USC Annenberg Digital Lounge, an official Adobe Certification Center
Learn from a world-class faculty of leading experts in marketing, new and social media, change management, research and corporate communication

Solve real-world problems with experiential learning opportunities
Engage with diverse, multidisciplinary professionals across industries
Connect with more than 15,000 USC Annenberg alumni worldwide