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Table of ContentsStudent Learning Outcomes of Program.2Courses. 2Major Course Requirements. 3ART 202 - Photoshop I. 3BUS 255 - Principles of Marketing. 3MCO 201 - Introduction to Marketing Communication. 3MCO 210 - Writing for Marketing Communications.3MCO 220 - Advertising Principles. 4MCO 230 - Graphic Design I. 4MCO 301 - Introduction to Public Relations.4MCO 315 - Consumer/Audience Analysis.4MCO 320 - Global Brand Management. 5MCO 405 - Internal Brand Communication. 5MCO 435 - Digital and Social Media.5MCO 450 - Media Sales and Analysis. 5MCO 490 - Capstone. 6Concentration in Graphic Design.6ART 205 - Drawing.6ART 302 - Photoshop II. 6MCO 330 - Graphic Design II. 7MCO 325 - Digital Storytelling.7MCO 430 - Digital Animation.7MCO 440 - Applied Graphic Design.7Due to the increase in communication options available to reach consumers, marketers must havethe ability to integrate and coordinate marketing tools. The Midway University Bachelor of Sciencein Marketing Communications will allow students to create value through the coordination andintegration of multiple marketing communication tools, avenues, and sources within a company intoa seamless program that maximizes the impact on consumers and other end users at minimal cost.Students complete a core of courses that integrates all aspects of the discipline and then choose oneof two tracks as a Concentration.Student Learning Outcomes of Program Develop Strategic Marketing Communication programs.Analyze and optimize an organization’s marketing communication approach.Produce effective marketing communication deliverables.Utilize the technology, terminology, theories and principles of the profession in developing qualitywork.Courses2
Major Course RequirementsART 202 - Photoshop IStudents will learn how to design and create digital images and illustrations for web and printpublication.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0BUS 255 - Principles of MarketingThis course is a study of marketing within the context of the whole business system. Emphasis willbe placed on the distribution of goods and services from producer to consumer as well as on theidentification of markets, environmental factors, product, price and promotion.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0MCO 201 - Introduction to Marketing CommunicationProvides a broad introduction to marketing communications. Students learn the elements of astrategic marketing communications plan.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0MCO 210 - Writing for Marketing CommunicationsIn this course, students will develop a toolkit of effective and efficient writing techniques for acomprehensive marketing communication strategy. Prerequisites: ENG 102 and MCO 201.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Prerequisites: ENG 102 - College Writing II MCO 201 - Introduction to Marketing Communication3
MCO 220 - Advertising PrinciplesThis course provides students with an understanding of the fundamental concepts of modernadvertising and marketing communications plans in the current business environment. Prerequisite:MCO 201.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Prerequisites: MCO 201 - Introduction to Marketing CommunicationMCO 230 - Graphic Design IThis course introduces graphic design principles as the foundation of effective visual communication.Prerequisite: MCO 201.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Prerequisites: MCO 201 - Introduction to Marketing CommunicationMCO 301 - Introduction to Public RelationsThis course introduces the strategic communication process that builds mutually beneficialrelationships between organizations and the public. Prerequisite: BUS 255 and MCO 201.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Prerequisites: BUS 255 - Principles of Marketing MCO 201 - Introduction to Marketing CommunicationMCO 315 - Consumer/Audience AnalysisThis course is an introduction to the world of consumer behavior. Interdisciplinary approach toexplaining consumer behavior in the marketplace. Prerequisite: MCO 201 and MCO 220.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.04
Prerequisites: MCO 201 - Introduction to Marketing Communication MCO 220 - Advertising PrinciplesMCO 320 - Global Brand ManagementThis course provides an understanding of branding from a global perspective.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0MCO 405 - Internal Brand CommunicationThis course explores the impact of understand and utilizing internal communication options to ensurea successful marketing communication message to an organization’s stakeholders. Prerequisites:BUS 255, MCO 201, MCO 210, and MCO 301.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Prerequisites: BUS 255 - Principles of MarketingMCO 201 - Introduction to Marketing CommunicationMCO 210 - Writing for Marketing CommunicationsMCO 301 - Introduction to Public RelationsMCO 435 - Digital and Social MediaThis course covers the fundamentals of contemporary online and social media marketing channels.Includes audience building, content development, brand promotion, site traffic management, andcustomer engagement.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0MCO 450 - Media Sales and AnalysisThis course is an introduction to strategic media planning, the process used to place messages inmedia in order to reach particular audiences. Prerequisite: BUS 320, MCO 201, MCO 220, and MCO315.Grade Basis: Letter Grade5
Credit hours: 3.0Lecture hours: 3.0Prerequisites: MCO 201 - Introduction to Marketing Communication MCO 220 - Advertising Principles MCO 315 - Consumer/Audience AnalysisMCO 490 - CapstoneIn this course, students will integrate and apply their learning from the Marketing CommunicationProgram to research, plan, develop, and present a marketing communication campaign for a specificorganization. Prerequisite: Senior standing.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Concentration in Graphic DesignART 205 - DrawingThis is a studio course on the fundamentals of drawing. Emphasis will be placed on acquiring basicskills with drawing media, materials and techniques, along with exploration into individual styles andcontent. Required art materials are the responsibility of the student.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0ART 302 - Photoshop IIStudents will learn how to design and create digital images, illustrations for web and artistic/commercial print and digital publications to be utilized within an integrated marketing communicationcampaign. Prerequisite: ART 202 Photoshop I.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Prerequisites: ART 202 - Photoshop I6
MCO 330 - Graphic Design IIThis course expands the skills and knowledge acquired in MCO 230, with a focus on practicalassignments and applied problem solving for effective visual communication.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Prerequisites: MCO 230 - Graphic Design IMCO 325 - Digital StorytellingThis course prepares students to analyze, create and design effective messages within the digitalenvironment by utilizing engaging storytelling methods within a marketing communications strategy.Prerequisites: MCO 201, MCO 230, and MCO 330.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Prerequisites: MCO 201 - Introduction to Marketing Communication MCO 230 - Graphic Design I MCO 330 - Graphic Design IIMCO 430 - Digital AnimationThis course utilizes animation in the creation of interactive digital media art within a marketingcommunications strategy. Prerequisites: MCO 201, MCO 230, and MCO 330.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Prerequisites: MCO 201 - Introduction to Marketing Communication MCO 230 - Graphic Design I MCO 330 - Graphic Design IIMCO 440 - Applied Graphic DesignThis course focuses on relevant professional project-based assignments for local business owners.Students will provide innovative strategic solutions for sustainable results for local business owners.7
In addition, students will create an electronic portfolio highlighting works within an effective marketingcommunications plan. Prerequisites: MCO 201, MCO 230, and MCO 330.Grade Basis: Letter GradeCredit hours: 3.0Lecture hours: 3.0Prerequisites: MCO 201 - Introduction to Marketing Communication MCO 230 - Graphic Design I MCO 330 - Graphic Design IILast updated: 12/14/2021Midway University512 E. Stephens Street, Midway, KY 403471.800.952.41228
MCO 230 - Graphic Design I MCO 330 - Graphic Design II MCO 440 - Applied Graphic Design This course focuses on relevant professional project-based assignments for local business owners. Students will provide innovative strategic solutions
