Bruce Dorries, Claire Kent, and Catherine Ferris McPherson, coordinators

This interdisciplinary field combines integrated marketing and communication studies. Students develop skills in oral presentation, writing, critical thinking, and visual literacy. They also acquire knowledge about the media, market research, audiences and consumer behavior. The major prepares students for work in a wide range of careers in business, mass media, nonprofits, graduate school, as well as to pursue their passions in civic and global engagement.

Civic Engagement and International Experience

• Internships provide non-profit organizations and governmental offices with public relations, advertising, video production, writing, and editing. Examples: public relations work for LEARN (the local literacy council), special event preparation and media relations work for Riverfest, an environmental teach-in, and Staunton Earth Day.
• Students may conduct internships with local media, as well as with the Office of External Affairs.
• Class projects require production of materials, including short documentaries, news releases, and integrated marketing communication campaigns, for nonprofit organizations, such as Wild Virginia, the Community Childcare Center, and Project Grows.
• Seniors may choose a civic or global engagement focused case study, thesis, or a project, e.g., developing the social media plan for a Veterans Administration Hospital.

Requirements for the Major in Marketing and Communication

Undergraduate residential programs and Baldwin Online and Adult Programs

45 s.h. with emphases in either Integrated Marketing (Undergraduate residential programs and Baldwin Online and Adult Programs) or Communication Studies (Undergraduate residential programs)

9 courses required for both tracks, 27 hours:
COMM 100 Public Speaking
COMM 115 Mass Communication
INT 222 Social Science Statistics
ART 117 Software in Visual Arts: In Design, Photoshop, Illustrator
BUAD 202 Organizational Behavior and Interpersonal Communication
BUAD 230 Marketing Principles
MKTC 300 Persuasive Campaigns
MKTC 387 or COMM 387 Internships
MKTC 400 Senior Seminar

*Note: COMM 401 Independent Research may serve as a required course for some students who meet discipline requirements.

Students with an emphasis in Communication Studies, choose six (6) courses from:
COMM 119 Video Production
COMM 219 Advanced Video Production
COMM 221 Media Writing
COMM 237 Mediation
COMM 240 Advertising
COMM 245 Social Media
COMM 260 Public Relations
COMM 280 Intercultural Communication
COMM 264 Screenwriting
MKTC 401 Supervised Research
INT 251 Professional Writing
INT 268 Rhetoric and Writing


Students with an emphasis in Integrated Marketing choose six (6) courses from:
ART 218 Production for Print
COMM 119 Video Production
COMM 221 Media Writing
COMM 240 Advertising
COMM 245 Social Media
COMM 260 Public Relations
MKTC 401 Supervised Research
INT 251 Professional Writing
BUAD 334 Multi-Cultural Marketing in America
BUAD 336 Cross-Cultural & Global Marketing
BUAD 338 Marketing Research
BUAD 362 Consumer Behavior
SOC 320 Sociological Research Methods

Students should consult with their advisor to determine course selections best suited to their desired career path.

RECOMMENDED (but not required):
BUAD 250 Female Executive
BUAD 208 Accounting Principles

Minor in Marketing

Claire Kent and Catherine Ferris McPherson, coordinators

Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing practice tends to be seen as a creative industry, which includes research, advertising, distribution, and selling. At Mary Baldwin, students will view the marketing function through the lens of sustainability and creating ethical and socially responsible business practices.

The importance of marketing oneself or one’s business cannot be underestimated. The marketing minor allows students across the university to add this important skill set to any major they may choose to pursue, including business. This exciting curriculum will focus on the theory and practice of marketing and its importance to any industry or organization.

Requirements for the Minor in Marketing

Undergraduate residential programs and Baldwin Online and Adult Programs

18 semester hours
BUAD 104 Perspectives on Sustainability
BUAD 230 Marketing Principles
BUAD 338 Marketing Research
BUAD 362 Consumer Behavior
COMM 240 Advertising

Plus one of the following:
BUAD 334 Multi-Cultural Marketing in America
BUAD 336 Cross-Cultural and Global Marketing

Minor in Communication

Please see Communication

Marketing and Communication Course Descriptions

100 Public Speaking (3 s.h.) (O)
The theory and practice of public speaking in a variety of professional and social contexts, focusing on how presentations can transform speakers and audiences by creating an environment for the civil exchange of ideas, experiences, and opinions.

115 Mass Communication (3 s.h.) (S)
An exploration of media culture includes the history, economic structures, and special issues associated with various media industries. Enhances media literacy and explores how culture influences and is influenced by media.

119 Introduction to Film/Video Production (3 s.h.)
For course description, see FILM 119 in the Film listing.

202 Organizational Behavior and Interpersonal Communication (3 s.h.)
For course description, see BUAD 202 in the Business listing.

221 Mass Media Writing (3 s.h.) (W)
An introduction to the basics of media writing, covering a variety of writing styles, including journalism and public relations. Provides practical experience in writing, editing, and meeting deadlines.

229 Advanced Film/Video Production (3 s.h.)
For course description, see FILM 229 in the Film listing.

230 Marketing Principles (3 s.h.)
For course description see BUAD 230 in the Business section.

237 Mediation: Theory and Practice (3 s.h.) (O)
For course description, see REL 237 in the Religion listing.

240 Advertising (3 s.h.)
Examines the history, functions, practices, and criticism of advertising. Students learn the creative process of the profession, as well as ways to become more critical consumers of commercial messages. Cross listed as MKTC 240. Recommended background: COMM 100.

245 Social Media (3 s.h.)
Develops knowledge and skills needed to understand, critique and implement social media strategies for organizations as well as individuals. Focuses on professional and ethical use of social media. Topics include: history of social media, critical analysis of relationships between social media and audiences, and relationships with traditional media, as well as strategic communication, and entrepreneurism on line. Class will develop projects for nonprofit organizations.

260 Public Relations (3 s.h.)
Covers the development and role of public relations and its centrality in democratic societies. Students learn practices of the profession, strategies and tactics, and how to implement a campaign. Includes the important role of research in public relations and related theory. Study of business and media writing and a community service-learning project on behalf of a nonprofit organization. Cross listed as MKTC 260. Recommended background: COMM 100.

280 Intercultural Communication (3 s.h.) (I)
Course serves as an introduction to the field by looking at the practical application of theory and research. Study focuses on the importance of culture in our everyday lives, and the ways in which culture interrelates with and influences communication processes. General topics including: identity, perception, communication accommodation skills, linguistic differences, stereotyping, and intercultural communication in education, medicine and business.

300 Persuasive Campaigns (3 s.h.)
Course investigates a broad range of campaigns for products and services, politics, public health, and social movement causes. Case studies and persuasion theories help students understand integrated marketing communication strategies and tactics as well as ethical issues related to persuasion. Cross listed as COMM 300.

320 Research Methods
For course description, see SOC 320 in Sociology listing.

332 Special Topics in Marketing and Communication (3 s.h.)
Focus on special topics not normally covered in other marketing and communication courses. Individual student projects define or refine an aspect of the topic.

334 Multicultural Marketing in America (3 s.h.) (D)
For course description, see BUAD 334 in the Business listing.

336 Cross Cultural Global Marketing (3 s.h.) (I, W)
For course description, see BUAD 336 in the Business listing.

338 Marketing Research (3 s.h.)
For course description, see BUAD 338 in the Business listing.

362 Consumer Behavior (3 s.h.)
For course description, see BUAD 362 in the Business listing.

387 Internship in Marketing and Communication (3–6 s.h.)
A communication-based, practical learning experience that bridges the academic and professional worlds. The student identifies the internship and negotiates the nature of her responsibilities with the supervising organization, which works with the supervising professors to evaluate the student’s performance. Internship-agreement contract must be finalized before a student begins working with an organization. The major is required to complete a three-semester-hour internship.

400 Marketing and Communication Senior Seminar (3 s.h.) (M, O)
Practice in the conduct and presentation of a marketing or communication case study, and development of a professional portfolio. This capstone experience in the major includes an assessment of student’s cumulative knowledge of the discipline.

401 Independent Research
Individual students may qualify to conduct an independent research thesis or project demonstrating understanding of communication and marketing issues. Topic of student’s choice in agreement with the instructor. *Prerequisites: consult discipline coordinator.