Course Descriptions - Integrated Marketing Communication

MKCM 202 PRINCIPLES OF MARKETING

A comprehensive introduction to the various facets of marketing in contemporary organizations. Topics include marketing strategy, product development, pricing, distribution channels, and promotion; as well as the environments in which marketers work in the United States and around the world. Formerly MKTG 202.

                  3 Hours, 1 Semester

MKCM 312 MANAGERIAL COMMUNICATION

This advanced course in organizational communication will cover conflict and negotiation, working with the corporate board of directors, managing a media crisis, whistleblowers, systemic ­malfunctions, ethical communication, and the profit motive. Students will analyze real cases and propose and debate alternative solutions. Formerly MKTG 312.

Prerequisite: MKCM 202         3 Hours, 1 Semester

MKCM 316 MASS MEDIA and PUBLIC RELATIONS

A study of communication that is mediated through technology, including traditional mass media (books, newspapers, radio, film, and television), social media and new and developing technologies. We will consider the nature and practice of public relations, corporate interface with press organizations, and the role of advertising. The ethical and legal repercussions of mass communications will also be considered. Formerly BCOM 316.

Prerequisite: MKCM 202 or COMM 247            3 Hours, 1 Semester

MKCM 361 CONSUMER MARKETING

Examination of the consumer marketing process. This includes analysis and planning of consumer marketing programs with investigation of consumer decision making and buying patterns. Includes written case analyses and presentations. Formerly MKTG 361.

Prerequisite: MKCM 202 and a minimum of 42 completed credits     
3 Hours, 1 Semester

MKCM 362 BUSINESS MARKETING

An examination of the process of marketing to business, institutional, and governmental markets. The course focuses on business buyers and the development of marketing strategies for business goods and services. Formerly MKTG 362.

Prerequisite: MKCM 361         3 Hours, 1 Semester

MKCM 433 MARKET RESEARCH

A study of the application of research techniques in market analysis. Student teams design, conduct, and present a research project, including problem definition, questionnaire design, data collection, data analysis, documentation, and recommendation. Formerly MKTG 433.

Prerequisite: MATH 215 and MKCM 361          3 Hours, 1 Semester

MKCM 434 INTERNATIONAL MARKETING

An analysis of the international business and consumer environments and the development and implementation of marketing programs across business alternatives (e.g., direct investment, joint ventures, licensing). Topics include the roles of cultural, political, technological, economical, and legal aspects of marketing in an international environment, as well as how these affect the marketing mixes likely to be successful in various international markets. Formerly MKTG 434.

Prerequisite: MKCM 361 or IBUS 287    3 Hours, 1 Semester

MKCM 435 MARKETING COMMUNICATION

A course focusing on advertising, sales promotion, and direct marketing also known as integrated marketing communications. Topics include planning and execution of promotional programs, strategy development, and segmenting and positioning. Orientation reflects the managerial or “client” side of business rather than the “creative” or message development side. Formerly MKTG 435.

Prerequisite: MKCM 361         3 Hours, 1 Semester

MKCM 436 SALES MANAGEMENT

An investigation of the functions and activities of sales managers. Topics include recruiting, organizing, training, compensating, leading, motivating, and managing the sales force. Formerly MKTG 436.

Prerequisite: MKCM 361         3 Hours, 1 Semester

MKCM 470 Special Topics In Integrated marketing communication

This course examines in depth a major issue, problem, or theme in the area of marketing and communication. It includes a specialized research paper or project, involves discussion and oral and written reports, and may include guest speakers and field trips.

Prerequisite: MKCM 202 or COMM 247            3 Hours, 1 Semester

MKCM 480 MARKETING SEMINAR

A capstone course that focuses on the integration of marketing with the other functional areas of business. This course examines the marketing strategy formulation process through the development of analytical techniques to assess company, market, and industry. Utilizes extensive case analysis/and or consulting project. Formerly MKTG 480.

Prerequisite: MKCM 361, and completion of 72 credits, and MKCM concentration students only   3 Hours, 1 Semester

MKCM 490 Integrated MARKETING Communication Internship

An internship serves as an integral part of our experiential learning emphasis for students selecting the Integrated Marketing Communication concentration. The objective of the course is to gain work experience in a marketing and/or communication related field or position. Students may select an internship based on their interests and preferences, and faculty and the Career & Professional Development Center are available to assist students in the internship search. Students are required to work 120 hours over the course of the semester and complete a comprehensive project upon completion of the internship.

Prerequisites: Completion of 60 credits or more. 
3 Hours, 1 Semester

This publication provides information concerning the programs at Nichols College and does not constitute a contract with the student.

The policies and procedures contained in the 2016-2018 Nichols College Catalog will remain in effect until June 30, 2018. Nichols College reserves the right to change at any time the rules governing admission, tuition, fees, courses, the granting of degrees, or any other regulations affecting the campus community. Such changes are to take effect whenever College officials deem necessary and will be communicated via written notice whenever possible or other means as appropriate.

NICHOLS COLLEGE
Center Road
P.O. Box 5000
Dudley, Massachusetts 01571-5000
Catalog of Nichols College
July 2016
Volume XLVIII