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Marketing Communication

Be practical and creative.

This degree will prepare you for a career in marketing communication with a multi-faceted understanding of product development, sales, advertising, marketing and public relations.

Overview
Learn techniques of analysis and communication

Our marketing communication major will help you become an excellent researcher and communicator to advance the brands and causes of companies and organizations. By studying focus groups, survey methods, and research and campaign tactics, you’ll gain the knowledge needed to take on high-level roles in marketing. Our curriculum was designed with the input of the business community, ensuring that your skills are well-matched with the needs of today’s corporations.

Gain marketable skills for future employers

Industry leaders look for graduates who can coordinate the efforts of others but are also fully capable of designing their own winning market strategies. To meet this demand, you’ll need to be practical as well as creative — skills you’ll gain through your mix of business and communication classes. The topics you’ll study include:

  • Public relations
  • Copywriting
  • Accounting
  • Market research
  • Content creation for digital platforms
  • Event planning
  • Advertising
  • Integrated marketing campaigns

As the marketing industry becomes increasingly international, you’ll also learn how to navigate the different values, customs, and practices of diverse societies. Globally focused classes will allow you to become comfortable negotiating these cultural variations.


At a Glance

Degree Type

Bachelor of Arts

Department

Communication

School/College

College of Arts and Science

Next Steps

Interested in this major? Here's what you can do next:

The Curriculum

With challenging and relevant courses, outstanding faculty, small class sizes, and an emphasis on hands-on learning, the marketing communication program will position you to succeed in your chosen career.

Program Details

Find out what it takes to earn a degree in marketing communication and explore the courses.


Highlighted Courses

Get familiar with some of the courses you might take in this major.

COMM 412: Entertainment Industry Marketing

Entertainment has become the dominant experience of consumers in a celebrity-driven culture. Technological innovations, including the Internet, social networking and mobile devices, have disrupted the entertainment industry. Students will examine these issues and develop skills and perspectives to evaluate marketing approaches in the entertainment industry.

See description
BUS 375: Principles of Marketing

The study of marketing methods and practices. Topics include policies and problems related to consumers, pricing, advertising, management information systems and distribution and management of the marketing function.

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BUS 342: Marketing Research/Consumer Behavior

A detailed focus on marketing research, strategy, statistical techniques and decision-theory concepts. Includes the nature of the influences affecting consumer behaviors, values, lifestyles, market segmentation, motivation and attitudes that form consumer marketing decisions.

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BUS 474. International Marketing

An exploration of international marketing conditions with emphasis on foreign market research; trade promotion; political, legal, economic and cultural environments; product and service adaptability; and the development of strategic marketing plans for multinational competition.

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COMM 380: Principles of Advertising

An exploration of advertising from an integrated marketing communications perspective. Focus is on general principles and broad perspectives with particular emphasis on strategy and the role of advertising in an integrated program. Students will examine consumer motivation, planning and development, the creative process and campaign execution and evaluation.

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COMM 331: Content Creation for Digital Platforms

In this course, students will develop a critical perspective to engage with digital technologies and to articulate the rationale of incorporating digital content into media such as public relations and journalism. The class emphasizes both acquiring production skills and understanding the theories and specificities of digital media. The class will prepare students for creating and sharing different types of interactive media content by introducing digital content creation tools.

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4+1 Option: Fast Track Your Graduate Degree

Add further value to your degree by choosing the 4+1 Option, which gives you a head start on earning a related graduate degree. With 4+1, you’ll be able to take graduate-level courses as part of your undergraduate curriculum. After graduation, you’ll only need one additional year to complete your degree at Cal Lutheran — saving you both time and money.

View 4+1 Programs



Recommended Minors

Want to add even more value to your degree? Consider one of these minors to gain a unique combination of skills and perspectives.


The Experience

We offer hands-on opportunities that give you the freedom to explore your passion through real-world work and prepare for a fulfilling career.

  • Honors Society

    You can start growing your professional network by participating in the national communication honors society, Lambda Pi Eta.

  • Internships

    You’ll add valuable, real-world experience to your resume through an internship in the marketing communication field. Our students have interned at:

    • Los Angeles Rams
    • Amgen
    • Marketing Maven
    • Sports Academy
    • Big Brothers Big Sisters of Ventura County
    • Four Seasons Westlake Village Inn
  • Learning in Action

    You’ll collaborate in teams as you learn to research, plan, organize, and direct marketing campaigns that range from local to international in scale. This small group approach will allow you to gain experience with project management and interpersonal communication, as well as performing the various roles within a marketing department.

Student photo

The main thing that stands out to me within the marketing communication program is the emphasis on career experience. Coming in my freshman year, I remember the internship requirement to graduate was something that felt daunting and far away, and I often worried how I was going to pull it off! But come senior year, of course it turned out to be that the internship I had at a local advertising agency is what got me my first full-time job opportunity!

Mia Onesto '22
Marketing Communication Major

Career Paths

Our marketing communication graduates succeed because they are prepared to manage budgets, excel at both oral and written communication, and can produce messages for a wide variety of audiences and media. They work as marketing representatives, trade negotiators, and marketing communication department managers for both private corporations and government agencies.


Potential Careers

Media Programming Directors

Direct and coordinate activities of personnel engaged in preparation of radio or television station program schedules and programs, such as sports or news.

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Technical Writers

Write technical materials, such as equipment manuals, appendices, or operating and maintenance instructions. May assist in layout work.

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Art Directors

Formulate design concepts and presentation approaches for visual productions and media, such as print, broadcasting, video, and film. Direct workers engaged in artwork or layout design.

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Fundraisers

Organize activities to raise funds or otherwise solicit and gather monetary donations or other gifts for an organization. May design and produce promotional materials. May also raise awareness of the organization's work, goals, and financial needs.

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Search Marketing Strategists

Employ search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Examine search query behaviors on general or specialty search engines or other Internet-based content. Analyze research, data, or technology to understand user intent and measure outcomes for ongoing optimization.

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Agents and Business Managers of Artists, Performers, and Athletes

Represent and promote artists, performers, and athletes in dealings with current or prospective employers. May handle contract negotiation and other business matters for clients.

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Advertising and Promotions Managers

Plan, direct, or coordinate advertising policies and programs or produce collateral materials, such as posters, contests, coupons, or giveaways, to create extra interest in the purchase of a product or service for a department, an entire organization, or on an account basis.

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Marketing Managers

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

See description

Looking for more career paths? Search these related areas to discover more options.

Employers

Graduates from this major have gone to work at:

  • Amazon Prime Video
  • Dailey & Associates Advertising
  • Elle Magazine
  • Family Research Council
  • Farmers Insurance
  • Gap, Inc.
  • Gold Coast Broadcasting
  • J.D. Power & Associates
  • Los Angeles Clippers
  • Los Angeles Dodgers
  • National Football League
  • T-Mobile USA
  • Warner Brothers Entertainment
  • 20th Century Fox

Graduate Schools

Our alumni have pursued advanced degrees at:

  • California Lutheran University
  • California State University, Northridge
  • Chapman University
  • Cornell University
  • Johns Hopkins University
  • Long Beach State
  • Texas A & M
  • University of California, Los Angeles
  • University of Oregon
  • University of Southern California

This page includes information from O*NET OnLine by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. Some occupations listed above may require a related graduate degree.

How We Prepare You for Success

We have 20,000+ employer contacts for jobs and internships, with over 200 listings posted each week.

Our excellent career counselors in the Career Services center will get in touch with you during your very first term on campus. They offer over 50 workshops each year on resume writing, interviewing, salary negotiations, applying to graduate schools, and other critical skills to help you begin your career successfully.

After you graduate from Cal Lutheran, you receive free access to Career Services for life, as a valued member of our alumni family.

Learn more about career outcomes

of Cal Lutheran graduates find a job or enroll in graduate school within nine months

Cost & Financial Aid

We work with students and families to make sure everyone who is admitted to Cal Lutheran can afford it.


Tuition & Fees

You and your family might have questions about how you’ll cover the costs of college. We can tell you this — it costs less than you think.

Read our financial aid guide

Scholarships & Grants

We offer a range of awards based on academic merit and financial need. This is money that does not need to be repaid.

View scholarships and grants

Financial Aid

If you're new to the financial aid process, you probably have a lot of questions. But don't worry — we're here to help guide you all the way.

Learn about financial aid

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