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Marketing Communication Learning Outcomes

1. Conceptual Thinking Skills
     1. Generate original ideas and solutions through multiple ideation processes that create high-interest content and high-impact consumer experiences.
     2. Connect diverse and seemingly separate elements, discovered through empathetic research, to create something new.
     3. Leverage evolutionary thinking to identify trends and opportunities to deliver communication objectives.
     4. Design and execute projects with both traditional and digital media utilizing appropriate aesthetic choices and software applications.

2. Strategic Thinking Skills
     1. Utilize symphonic thinking to summarize communications problem(s) based on information gathered from multiple sources.
     2. Identify, observe, gather, assess, and record relevant information, by methods appropriate to the communications profession, for a brand story/message that displays empathy for audience
     3. Apply strategic elements of communications, both traditional and digital mediums, focused on audience engagement.
     4. Create media-rich communications plans that utilize goals, strategies, tactics approach to achieve objectives.
     5. Develop appropriate measures/analytics to determine effectiveness of strategies.
     6. Judge the effectiveness of primary data, secondary data and campaign performance measures/analytics and apply the meaning of the data in context to overall campaign objectives.  

3. Visual & Written Communication Skills
     1. Create sensory (high touch) consumer experiences across all major consumer touch points.
     2. Communicate concepts and ideas for a campaign using industry terminology, both verbally and in writing
     3. Visualize story/message ideas that displays empathy for target audiences. 
     4. Design, format and distribute content across all major media platforms with sensitivity to basic design principles
     5. Demonstrate an understanding of gender, race, ethnicity, sexual orientation and other forms of diversity in relation to mediated messages

4. Professional Readiness
     1. Clearly and confidently present and defend a communications plan before a panel of professionals
     2. Critically evaluate their own work and that of others for accuracy, fairness and clarity
     3. Demonstrate mastery of written and verbal persuasive communication skills using appropriate style and grammatical correctness
     4. Submit work according to professional presentation standards using appropriate tools and technologies for communication professions.
     5. Demonstrate and uphold professional ethical principles in communications conduct in pursuit of truth, accuracy, fairness and diversity in a free press environment.

 

To be admitted into the Master of Arts in Marketing Communication program, students must present:

• Completed application for admission
• Undergraduate transcripts with a GPA of 2.8 or higher
• Two letters of recommendation (one from an employer or professor)
• Submission of an essay on specified topic
• Additional information, if requested by program director
  

Today’s digital economy demands professionals who are not only skilled—but grounded, thoughtful, and adaptable. Our graduate program equips students with cutting-edge marketing communication expertise, while fostering the wisdom, integrity, and compassion that define ethical, people-centered leadership.  Our graduate program prepares you to thrive in this dynamic landscape—and the data proves it.

• Marketing Managers rank #1 in Best Sales and Marketing Jobs and #15 in Best-Paying Jobs, earning a median salary of $157,620 (U.S. News & World Report, 2023).
• Market Research Analysts are among the top 10 business careers, with projected job growth of 8.3% by 2033 (U.S. News & World Report, 2023).
• Content Marketing professionals earn an average of $112,000 per year, with employers increasingly seeking strategic, story-driven communicators (Content Marketing Institute, 2024).
• SEO and Digital Strategy roles are booming, with over 47,000 job openings nationwide and growing demand for data-savvy professionals with a human touch (Search Engine Journal, 2024).

At the heart of our program is the belief that communication is about connection—and that successful professionals understand the power of empathy, inclusion, and responsibility in every message they craft.
 

Earning a St. Bonaventure master's degree in Marketing Communication will put you on the path to becoming a leader in a field with rising demand for innovative communications professionals.

Below is a 2020 analysis of the number of career opportunities in multiple communications fields.

Writing 917,287	Public relations 339,454
Social media 850,778	Brand management 336,266
General marketing 572,075	Marketing strategy 282,742
Market analysis 567,632	Content development & mgmt. 204,404
Marketing management 546,455	Promotions & campaigns 154,048
Customer relationship mgmt. 451,343	Marketing software 141,321
Online marketing 341,257	Web analytics 133,761

 

 

Frequently Asked Questions:

Does the program include real-world marketing experience?
Yes, students engage in hands-on projects, case studies, and campaigns that simulate real-world marketing challenges. These projects help students develop the skills necessary to excel in modern marketing roles.

How does this program compare to an MBA with a marketing focus?
Unlike an MBA, which covers a broad range of business disciplines, the Master of Arts in Marketing Communication focuses exclusively on marketing and communication strategies. This specialized program is ideal for professionals looking to advance specifically in the marketing industry.

What kind of support do online students receive?
Online students have access to faculty mentorship, career services, and academic support, including tutoring and library resources. St. Bonaventure University also offers a dedicated student success team to assist with coursework and program navigation.

Do I need prior marketing experience to succeed in this program?
No, the program is designed for both experienced marketing professionals and those transitioning into the field. Foundational courses provide the necessary knowledge for students new to marketing communication.