Explore Marketing & Communication (B.S.)
In today's increasingly complex business world, integrated marketing and communications professionals with diverse, interdisciplinary skillsets are in high demand. Designed for working adults, Champlain's B.S. in marketing and communication online degree will equip you with essential critical thinking and creative skills that will prepare you for the demands of the modern workplace and allow you to adapt as organizations continue to evolve.
Build Your Career Future
Our online bachelor's degree in integrated marketing communications provides you with the knowledge and subject matter expertise necessary to succeed in fast-growing careers in the marketing and communications world, in fields such as advertising, brand management, public relations, and digital marketing. You'll emerge from the program with fundamental marketing skills, industry certifications from Google and Hubspot, and in-demand soft skills such as leadership and problem-solving that you can carry with you through your career.
Academic Excellence and Recognition
Regionally accredited by the New England Commission of Higher Education
Ranked among the Best Online Bachelor’s Programs by U.S. News & World Report
Designated as a Military Friendly School for our commitment to the military community
Named among the top MBA programs by Abound/Colleges of Distinction
Pursue Your Marketing Career
Marketing and communication occupations are projected to grow 8% from 2018 to 2028, faster than the average for all occupations, and proprietary research conducted by Education Advisory Board (EAB) using Emsi Analyst™ for Champlain College Online found that the need for market researchers and marketing specialists will increase 40% in that same time period. The median annual salary for these occupations is over $132,000.*
Graduates of Champlain's online marketing and communication degree online program will be prepared for a variety of marketing and communications roles in fields such as the areas of advertising, brand management, public relations and digital marketing.
*Sources: Bureau of Labor Statistics (BLS), 2019; job titles: The Balance, 2019
Top Jobs for Bachelor's in Marketing & Communication Graduates
- Brand/Product Manager
- Marketing Manager
- Media Planner
- Market Research Analyst
- Marketing Specialist
- Public Relations Specialist
- Sales Representative
- Social Media Manager
Learn more about Champlain's 100% online marketing and communication bachelor's degree, designed for working professionals.
Champlain's online marketing and communication courses encompass the top skills needed by today's marcomm professionals. Graduates of the program are required to complete the following courses.
Professional Courses (48 credits):
- Media & Society
- Principles of Marketing
- Principles of Public Relations
- Visual Storytelling
- Financial Systems for Management
- Consumer Behavior
- Project Management
- Business Innovation
- Intro. to Digital Marketing
- Integrated Marketing Communications
- Creativity & Conceptual Design
- Writing for Public Relations
- Business Research Methods
- Crisis Communication
- Marketing & Communications Capstone
Choose From One of the Two Tracks Below, Digital Marketing or Content Strategy
Track 1: Digital Marketing (15 credits)
- Visual & Digital Fundamentals
- Web Page Development
- Digital Marketing Analytics
- Advanced Digital Marketing
Choose ONE of the Following:
- Web Page Development II
- Writing For The Web
- Strategic Community Management
Track 2: Content Strategy (15 credits)
- Design Solutions
- Production of Social Media
- Legal Issues in Communication
- Strategic Community Management
Total Credits from Professional Courses: 63
General Education Courses (57 credits):
- Critical Reading & Expository Writing I
- Critical Reading & Expository Writing II
- Interpersonal Communication
- Introduction to Statistics (15-week course)
- Intro. to Psychology or Intro. to Sociology
- Intercultural Communication
- Organizational Communication
- Ethics in the Professions
- Social Interaction in the Digital Age
- Critical Thinking
- Lab Science (4 credits required)
- Arts/Humanities/Math/Science Electives (9 credits required)
- General Electives (8 credits required)
Marketing & Communication Course Descriptions:
This course is an introduction to the electronic, film and print media and their functions. It includes an examination of the background, organization, current influence and future trends of books, newspapers, radio, film, audio recordings, television and the internet. Contemporary problems of the media are covered such as the legal, social, economic and psychological implications of their relationships with society. Application of advertising and public relations and their use of the eight mass media outlets are addressed.
Marketing is the process that moves goods/services from concept through customer, while considering the customer's needs and satisfaction. Students learn marketing terminology and principles including the marketing mix (product, price, place and promotion) and the Four C's (create,connect,change and cancel). Marketing knowledge is reinforced through application, and students have an opportunity to integrate these principles with managerial accounting concepts. The impact of ethical issues, diversity, globalization and social responsibility on marketing decisions will also be examined.
Students will learn about the financial operations and analysis tools of any business or organization and their role in the success of the enterprise. Students will learn how to read and interpret financial statements and how to apply cost accounting theories and methods. They will gain a general knowledge about operational and capital budgeting processes and how to apply financial goals to departments and units and monitor financial performance against those goals.
This course provides insight into consumer behavior, and how consumers engage in the decision making process. This includes an in-depth study of the internal, external, and situational influences on consumer behavior such as culture, learning, personality and lifestyle, values and motivations. Students will learn to assess current brands' marketing strategies with respect to consumer behavior and develop an understanding of the impact consumerism has on various global populations.
Organizations value project management skills for all employees because these skills make everyone more effective and efficient. You will be introduced to skills that define a project's scope, specifications and assumptions. You will also learn to develop a work breakdown structure and task plan, and to schedule and control the, project. These skills can be used immediately, in work and home life.
New product or service development is a creative process. When done well, it creates a culture of innovation identified by interaction among multiple organizational functions. Students are introduced to the complexity of the process and to the systems needed to manage it. They will explore steps in the process including generating ideas, developing the concept as well as analyzing and evaluating it. Students will also consider the increasing pressure to adapt products/services to foreign markets.
Uncover and develop creativity by participating in exercises and experiences that guide students through an exploration of various methods of non-traditional thinking. Students use creative thinking to imaginatively solve problems. Both individual and group techniques are used.
Must complete 60 credits before taking this course.
Finding and utilizing the right data and information to help with business decision-making - this skill is incredibly valuable to any business professional, no matter the field or discipline of business. In MGMT-370 you'll learn how to find data - the right data - efficiently, accurately, and using advanced search methods. You will effectively harness major resources, some lesser-known but powerful, and utilize databases, government resources, and financial websites. You will also learn to utilize a system for developing research questions, choosing the right resources to substantiate a research plan and evaluate and organize business data into useful forms. By the end, you should have a set of tools to take back to your place of work, or to add to your arsenal of business skills that will help stand you out from the crowd!
From storyboard to form creation, students walk through the steps to create a basic four to five-page website to specification in this course that introduces HTML5 and CSS. Hands-on assignments reinforce skills development and best practices in design: navigation, column layout, image editing and usage, fonts and tables.
Complex web page designs fully utilized all the functionality provided by the browser. In this course, students complete a variety of hands-on assignments as part of a redesign of an existing site. One week they recreate a page using appropriate HTML5 tags, while in another they implement drag and drop functionality that must work when the site is displayed in the Chrome browser. Later in the course, students animate transitions and build a basic responsive version of the site.
Great websites are created with specific audiences in mind and are the culmination of a process that includes creating messaging and developing a strategy that maps out the best content and functionality to reach the audience and influence its behavior. In this course, students begin with a SWOT analysis and development of a mission statement, and then create a sitemap and content, before publishing a website and blog.
Develops the ability to use writing for learning, thinking, and communicating. Includes an emphasis on critical reading of various texts for meaning, form, and voice. In order to discover their writing voices so they may communicate at a college level, students write several short formal and informal papers in response to their reading. They react to and summarize texts, develop and organize ideas, incorporate the ideas of others, revise and edit.
In addition to building on the skills learned in the first semester, this second-semester course develops the ability to write essays with an emphasis on research, critical reading and thinking. Students continue to learn strategies for writing texts that are clear, coherent, comprehensive, creative, concise and correct for a specific audience and purpose.
Students will study the basic concepts and theories of communication, and learn to apply this knowledge to improve their relationships with others through everyday communication. Specifically, students will learn how to interpret people's verbal and nonverbal behavior more accurately, and to be more aware of how others interpret communicative behavior. They will learn how to listen actively with empathy, and how to interact effectively and appropriately with others from different social and cultural backgrounds. Students will also explore how to use communication as a tool to develop their relationships and self-concepts, and how to manage conflict using specific communicative strategies.
How to collect, organize, analyze, and interpret data in order to make decisions about the world. Topics include descriptive statistics, probability, discrete probability distributions, normal probability distributions, confidence intervals, hypothesis testing with one sample, hypothesis testing with two samples, correlation, regression, chi square tests, and analysis of variance.
A survey of the science of psychology, including an overview of human behavior in various areas such as physiopsychology, development, learning social psychology, personality and abnormal behavior.
A study of human groups, culture, the self, and human interaction. The course focuses on contemporary American society and the influence of culture on our actions and beliefs, with the goal of fostering critical thinking about our social environment.
Discusses the nature and method of economics with emphasis on microeconomic theory. Focus is on demand, supply, market equilibrium, elasticity, costs of production and resource pricing. Examines the market structures of pure competition, oligopoly and monopoly.
A general survey course that covers theories and applications of macroeconomics. Business firms, international economics, labor and government are included. Also examines monetary policy, taxes, public finances, economic output and growth, and international trade in the world economy.
This course builds on COM 130, but with an emphasis on how to develop skills for communicating competently in an increasingly diverse society. Students will explore how culture is communicated verbally and non-verbally, and how to interpret and understand culturally-specific communicative practices. They will also learn how to establish, develop and manage relationships with culturally different peoples, and how to recognize and overcome cultural stereotypes and prejudices.
Complete COMM-130 or COM-100.
Students will apply communication theory and research to address the particular challenges to communicating effectively in organizations. Students will learn how to identify organizational communication problems, analyze those problems, and generate effective solutions. Students will examine the relationship between organizational structure and specific communicative practices, and how communication practices by organizational members establish, maintain, or change organizational culture. They will also learn how to anticipate communication deficiencies in organizations, and use communication as a means to facilitate organizational development and innovation.
Complete COMM-130 or COM-100.
Students will become familiar with arguments originating from the following schools of ethics: virtue ethics, deontology, and utilitarianism. Students will apply these ethical schools of thought to formulate arguments, practice deliberation and assess the implications of their decisions for various stakeholders in a professional context.
Must have 75 completed credits or permission of Program Director.
Students will learn to navigate the rapidly changing nature of communication in the digital age, deeply engaging with tools such as instant messaging, social networks, blogs and collaborative spaces online, all the while applying specific communication theories in order to determine best practices. Through reading, discussion and intensive hands-on projects, students will work to overcome online communication barriers and gain critical understanding of which tools are effective in which situations. Students will be required to download, access and utilize various online communication tools.
COM-100 or COMM-130 and 30 completed credits or 60 completed credits
Encourages the democratic art of thoughtful and tolerant discussion. The initial emphasis on critical reading focuses on argument identification, structure, and evaluation. Topics for study include the basic elements of deduction and induction, implication, causality, forming and testing hypotheses, evidence, problem solving and the evaluation of sources of information. Students will apply skills and principles learned to the oral and written presentation of their own arguments.
ENG-310 or ENGL-112 Must complete 60 credits before taking this course.
Graduates of the marketing and communication bachelor's online program will demonstrate the following industry-specific skills, knowledge, and competencies:
- Understand and apply marketing and communication principles and practices.
- Demonstrate an understanding of current methods in marketing and communications, including leading marketing software apps and tools.
- Conceptualize, create, and implement marketing communications campaigns that may include email marketing, digital advertising, content marketing, social media, PR, among other common marketing communication tactics
- Integrate marketing and communication concepts that prioritize outcomes for the organization.
- Analyze and evaluate marketing and communication strategies for effectiveness, including ethical and cultural perspectives.
- Acquire in-demand technical, analytical and soft skills employers want - such as communication, creativity, critical thinking, and collaboration - in general education courses that are a part of this degree.
Students will also have the opportunity to earn the following in-demand, industry-recognized certifications during their classes:
- Hubspot Inbound Marketing Certification
- Google Analytics IQ Certification
- Google Ads IQ Certification
- Hubspot Email Marketing Certification
- Hubspot Content Certification
Champlain College Online's marketing and communication faculty, led by Elaine Young, PhD, are expert practitioners in the field. Their industry expertise ensures that our curriculum is aligned with the needs of employers, and reflects the skills today’s marketing and communication professionals need for success. Classes led by our seasoned experts will give you real-world insight into the field, and create a rich community of career-focused learning.
Tuition & Costs
Continuing your education is an investment in your future. Learn more about our affordable tuition rates.
Meet Faculty Leadership
- Marketing & Communication (B.S.)
- Creative Media (B.F.A.)
- Marketing (B.S.)
- Emergent Media (MFA)
Dr. Elaine Young has been a professor at Champlain since 2000. Dr. Young currently teaches courses in Digital Marketing, Digital Analytics and Analysis, Advanced Digital Marketing, Community Management, and the Marketing Capstone. She also teaches the Marketing course in Champlain's MBA Program.
Dr. Young has a Ph.D. in Organizational Management from Capella University, where her dissertation research examined technology use and adoption of college students, and she has developed a teaching model for faculty to follow when teaching a technology application in a classroom environment. In addition, she holds an M.S. in Internet Strategy Management from Marlboro College, a B.S. in Communication and Public Relations from SUNY Brockport and an A.S. in Communication from Genesee Community College. Dr. Young has over ten years of experience in the Marketing and Public Affairs profession, specializing in non-profits.
"The classroom environment was great, and the faculty were very helpful in terms of reaching out and being available. All of my professors were willing and ready to call, email or text whenever I needed them."
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