Faculty: Graduate School of Social Science This major focuses on the strategic communication and promotional activities that organizations use to engage with their audiences, build brand reputation, and drive business growth. Students gain skills in marketing communication, public relations, advertising, social media management, and crisis communication, preparing for careers in marketing, PR, communications, and related fields. **Learning Objectives:** - Understand marketing communication principles and strategies. - Develop skills in public relations and corporate communications. - Learn advertising and promotional techniques. - Explore social media management and digital marketing. - Analyze consumer behavior and market trends. - Develop critical thinking, creativity, and communication skills. **Major Outline:** 1. **Introduction to Marketing Communication and Public Relations** - Overview of marketing communication, PR principles, industry trends, and strategic communication. 2. **Principles of Marketing** - Fundamentals of marketing, consumer behavior, and market research. 3. **Public Relations Theory and Practice** - Principles of PR, media relations, crisis communication, and corporate social responsibility. 4. **Advertising and Promotion** - Advertising strategies, creative development, media planning, and campaign management. 5. **Social Media Management** - Strategies for managing and leveraging social media platforms for brand engagement and promotion. 6. **Digital Marketing** - Techniques for online marketing, SEO, content marketing, and digital analytics. 7. **Crisis Communication** - Strategies for managing and communicating during organizational crises and reputational threats. 8. **Consumer Behavior and Market Research** - Understanding consumer decision-making, market segmentation, and research methods. 9. **Internship/Practicum** - Real-world experiences in marketing communication and PR settings, such as agencies, corporations, or non-profit organizations. 10. **Capstone Project** - Comprehensive project applying marketing communication and PR skills, such as developing a marketing campaign, creating a PR plan, or conducting a market research study. **Assessment Methods:** - Marketing communication plans, PR strategy analyses, advertising campaign projects, social media management plans, digital marketing reports, crisis communication case studies, consumer behavior and market research analyses, internship reports, capstone projects, group projects, and presentations. **Recommended Textbooks:** - "Introduction to Marketing Communication and Public Relations" by various authors. - "Principles of Marketing" by various authors. - "Public Relations Theory and Practice" by various authors. - "Advertising and Promotion" by various authors. - "Social Media Management" by various authors. - "Digital Marketing" by various authors. - "Crisis Communication" by various authors. - "Consumer Behavior and Market Research" by various authors. **Prerequisites:** Basic knowledge of marketing, communication, and an interest in strategic communication and public relations. **Major Duration:** Typically 4 years for a bachelor's degree. **Certification:** Graduates may pursue certifications from professional organizations such as the Public Relations Society of America (PRSA), International Association of Business Communicators (IABC), or equivalent marketing and PR certifications. **Target Audience:** Aspiring marketing communicators, public relations specialists, advertising professionals, social media managers, digital marketers, and professionals seeking careers in marketing agencies, PR firms, corporations, non-profit organizations, and related fields. This major equips students with the strategic communication and promotional skills needed to excel in marketing communication and public relations, supporting careers in various roles within marketing, PR, communications, and related industries.