The 21st Century business community faces unprecedented challenges in a highly competitive global economy. Industry leaders know that effective communication – particularly marketing communication – will be at the center of every profitable enterprise. California Lutheran University’s multitalented marketing communication graduates currently work as marketing communication department managers, marketing representatives, and trade negotiators for both private corporations and government agencies.
CLU’s marketing communication major prepares students for business and trade relations in an international marketplace by introducing them to the latest communication technology and teaching them how to craft effective messages on behalf of companies whose products and services they represent. CLU graduates have gained the ability to research, plan, organize and direct internationally focused marketing campaigns and have acquired the interpersonal skills needed to move into upper management. A mandatory internship enables students to put valuable, real-world experience on their resumes. CLU students have interned in marketing communication departments at Amgen, Baja Fresh, J.D. Power & Associates, HBO, Caruso Affiliated Holdings, KZLA-FM and NBC Press and Publicity.
Development of a marketing communication degree was suggested by a business community experiencing difficulties in locating qualified job candidates to head up marketing communication departments – the hub around which production, sales, advertising, marketing and public relations revolve. Industry leaders expressed a specific interest in future employees who could be practical as well as creative; who were equipped with both business savvy and artistic know-how; who were skilled at coordinating the efforts of others, yet capable of coming up with winning market strategies as well.
Benefiting from the input of the corporate community, California Lutheran University was able to offer the first marketing communication degree in the nation. CLU graduates are succeeding because of the preparation they receive in managing million-dollar budgets, their proficiency at both oral and written communication, and their ability to produce messages for a wide variety of media.
Bachelor of Arts in Marketing Communication
42 credits minimum, 24 credits upper division
|COMM 101||Introduction to Mass Communication||4|
|COMM 231||Writing for the Mass Media||4|
|COMM 300||Research Methods||4|
|COMM 375||Principles of Marketing||4|
|COMM 401||Communication Theories-Capstone||4|
|COMM 490||Independent Study||2-4|
|or COMM 492||Internship|
|BUS 251||Principles of Accounting||4|
|or BUS 255||Environment of Business|
|Select one of the following:||4|
|Persuasive Communication Campaigns|
|Principles of Advertising|
|Select one of the following:||4|
|Copywriting/Storyboarding in Broadcast Advertising|
|Website Design and Publishing|
|Event Planning and Management|
|Advanced Public Relations|
|Select two of the following:||8|
|Marketing Research/Consumer Behavior|
|Integrated Marketing Communication|
|Marketing and Management of Services|
|Recommended But Not Required:|
|COMM 208||Beginning Cinema Production||4|
|COMM 233||Argumentation & Advocacy||4|
|COMM 306||Business and Professional Communication||4|
|COMM 315||Small Group Communication||4|
|COMM 335||Interpersonal Communication||4|
|COMM 405||Freedom of Communication||4|
COMM 101. Introduction to Mass Communication. (4).
A preliminary study of communication theory with
particular emphasis on mediated communication,
including Internet, television, radio, film and
COMM 103. Beginning Public Speaking. (3).
The study of the theory and practice of various
forms of oral communication, including
informative speaking oral interpretation,
small-group communication and persuasion.
COMM 104. Voice Development for Broadcasting, Film And Communication Industries. (4).
This course will enable students to develop voice
acting skills, which can be applied to
broadcasting, instructional film, animation,
commercials and documentaries. The course will
also provide an introduction to the history of
the voice acting field and will provide
information about professional opportunities.
(cross-listed with TA 104).
COMM 161. Beginning Sign Language. (3).
An introduction to the study of American Sign
COMM 200. Survey of Broadcasting and New Media. (4).
A survey of the broadcasting, cable and other
broadband media including the Internet; an
introduction to the socio-cultural,
legal/regulatory, economic, competitive and
technological environment, with emphasis on
programming, advertising, audience research and
other management issues in the context of
digitalization of media.
COMM 207. TV Production I. (4).
Learn the basics of television production
including the operation of the camera, lights and
studio equipment. Study the mechanics and
techniques of video production. Each student will
direct one scene from a television script.
Student will learn to mark the script, work with
the actors and produce a scene switched live for
COMM 208. Beginning Cinema Production. (4).
Exploring the cinematic medium in production. The
students will learn basic techniques of
photography and editing. The class will shoot a
group project on film and edit digitally. Each
student will also make a short film using Mini DV.
COMM 221. Popular Culture. (4).
An introduction to important readings on popular
culture from the perspectives of sociology and
communication studies. The study of popular
culture takes the forms, content, values and
norms of popular culture products as data for
analysis and critique. Students will focus on
mass communication forms of popular culture such
as movies, advertisements, television shows,
magazines, music and music videos. This course
will focus on the period from 1945 to the
present. (cross-listed with SOC 221).
COMM 231. Writing for the Mass Media. (4).
Instruction and practice in reporting varied news
stories for print and electronic media; a
writing-intensive introduction to reporting;
techniques of interviewing news sources; story
structure, consistent/concise editing style with
clarity and speed; and writing with accuracy and
fairness. Prerequisite: ENGL 111.
COMM 233. Argumentation & Advocacy. (4).
The study and practice of argumentation,
emphasizing interactive critical thinking skills,
including analysis, research and evidence, case
construction, refutation, and visual and other
forms of symbolic influence; diverse fields of
argumentation and advocacy considered including
law, politics, organizations, mass media,
entertainment, interpersonal, and intercultural
relations. (cross-listed with POLS 233).
COMM 282. Sel Topics. (1-4).
COMM 285. Travel Seminar. (1).
COMM 300. Research Methods. (4).
This course is designed to introduce research
methods used in the field of communication and in
social science in general. It examines how
research is planned & designed, explores both
quantative & qualitative methods, introduces
students to processes of data collection &
analysis, & gives them experience in conduction
COMM 301. Persuasive Communication Campaigns. (4).
A study of the principles of persuasive
communication including an analysis of factors
influencing persuasion in platform address,
advertising argumentation, interpersonal and
mediated communication including historical
developments in theories applicable to the field
and techniques adapted to the Internet. Students
learn techniques of planning, implementation and
evaluation of commercial, political and
social/public service campaigns.
COMM 304. Radio Industry. (4).
This class is a broad survey class that covers
history, production techniques, times sales,
formats, commercial copy, news writing and
voice-over. The goal is to prepare the student
who desires employment in the radio industry.
COMM 306. Business and Professional Communication. (4).
A study of the principles involved in
communicating in a professional environment.
Includes techniques of interviewing, small-group
communication, role playing and exercises
designed to improve communication skills.
Students have several opportunities for practical
application of oral communication principles in
COMM 307. Screenwriting. (3).
An introductory course on the craft of writing
for feature film. Emphasis is on narrative
storytelling for the screen, understanding film
grammar and the tools of the screenwriter from
basic three-act structure to characterization. In
a workshop approach, students will develop their
own story premise, treatment, outline and the
first draft of their first act screenplay.
Orientation is on the commercial film markets as
we will be screening many classic and
contemporary films as well as reading several
screenplays for analysis.
COMM 308. Politics in Cinema. (4).
Explores the political nature of cinema and the
ways in which political culture, issues and
themes are expressed in and through cinema.
Particular emphasis is placed on American
political culture and practices. (cross-listed
with POLS 308).
COMM 309. Advanced Cinema Production. (4).
Students will write, produce, direct and edit a
10-20 minute short narrative or documentary film
with the purpose of submitting it to student film
festivals across the country. Students will
attend advanced workshops in editing and
lighting. Prerequisite: COMM 207 or COMM 208.
COMM 311. Intercultural Communication. (4).
In a multicultural, globalized world made smaller
and flatter by high-speed transportation and
virtually instantaneous information and
communication technologies, the likelihood of
direct or mediated contact with people, images
and stories from other cultures here and abroad
has grown in spectacular fashion. At the same
time, our ability to navigate through these
cultural contacts has failed to keep pace with
the technologies that enable them. In both
business and leisure settings, individuals often
find themselves faced with different values,
customs, practices and material situations that
leave them with feelings of cultural
incompetence, discomfort and frustration. In
some cases, the results may even include hostile
conflict at the level of organizations, social
institutions, ethnic groups or nations. In
almost all cases, intercultural communications,
communication across cultures, has failed those
COMM 315. Small Group Communication. (4).
A study of the types of group discussion with
opportunity for student participation. Special
emphasis is placed on an examination of group
interaction as it relates to discussion.
COMM 330. Film Studies. (4).
This course provides a solid grounding in the
major elements of film, including genre,
narrative, acting, design, cinematography, sound,
and editing. Students will become critically
informed viewers able to understand and analyze
film or to pursue additional studies in film
history or film theory. This course does not meet
the literature requirement. (cross-listed with
ENGL 330). Prerequisite: ENGL 111.
COMM 333. Working on the Echo. (2).
Practical working experience on the University's
student newspaper includes reporting, editing,
photography, desktop publishing and business
management. May be taken four times for credit.
All majors are welcome. Prerequisite:
COMM 334. iCLU. (2).
Practical working experience on the University's
student-run radio station. May be taken four
times for credit. All majors welcome.
COMM 335. Interpersonal Communication. (4).
A study of dyadic communication focusing on
real-life contexts. Emphasis on learning about
self, romantic/friendship relationships, family,
conflict and gender/ethnic dynamics.
COMM 342. Public Relations. (4).
The development of public relations theories and
practice. Includes principles and methods for
audience, media and message analysis; writing for
business, industry and nonprofit organizations;
and creating and assessing effective forms of
public relations and communications.
Prerequisite: COMM 231.
COMM 344. Copywriting/Storyboarding in Broadcast Advertising. (4).
Designed as a "hands-on" communication and
business course, this course provides an overview
of broadcast media and develops skills in basic
advertising/public relations campaign production
techniques including scripting, copywriting and
storyboarding. (cross-listed with BUS 344).
COMM 346. Copyediting, Layout and Design. (4).
The first half of the course emphasizes not only
fundamental rules of grammar, punctuation and
spelling but also use of AP style and macrolevel
editing issues of clarity, concision,
thoroughness and fairness. The second half
emphasizes computer-assisted layout and design.
Prerequisite: COMM 231.
COMM 348. Website Design and Publishing. (4).
Hands-on introduction to designing, creating and
uploading Web sites and to finding and evaluating
resources and information on the Web. Skills
taught include Web site creation in raw HTML, use
of tables and frames, inclusion of image and
No programming experience required, basic
familiarity with computers desirable.
COMM 361. Intermediate Sign Language. (3).
Continuing studies in American Sign Language.
Prereqisite: COMM 161.
COMM 375. Principles of Marketing. (4).
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.
(cross-listed with BUS 375).
COMM 380. Principles of Advertising. (4).
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. (cross-listed with
COMM 401. Communication Theories-Capstone. (4).
An advanced study of communication theories based
on professional literature. Theories are drawn
from a variety of disciplines, including
psychology, sociology, linguistics and
anthropology, which allow the student to study
communication phenomena from a variety of
competing and complementary perspectives.
Students also study the scientific method and the
relationship between theory and research. Course
assignments include completion of a major
research paper and presentation of portfolio
COMM 402. Film Theory (capstone, Film and Television Production Concentration). (4).
An advanced study of film theory
based on professional literature. The course
teaches students to analyze and understand cinema
in terms of classical film theories as well as
structuralism, semiotics, narrative theory,
cognitive theory, feminism, postmodernism and
queer theory, among others. Course assignments
include completion of a major research paper.
COMM 404. Broadcast Sports Production. (4).
The course will teach students to create live and
tape-delayed sports broadcasts for CLUTV (Channel
16) and Educational Television for the Conejo
Valley (Channel 20). Prerequisites:
COMM 207 or COMM 208.
COMM 405. Freedom of Communication. (4).
A study of the limits placed on freedom of
expression in the United States. Through
examining leading U.S. court decisions and
relevant statutes, students will learn the broad
principles and legal reasoning underlying First
Amendment jurisprudence, including the legal,
philosophical and political issues entailed in
the rights of free expression. Students will then
examine how these principles have been applied to
the regulation of the various communication
industries including the print media,
broadcasting and cable television. (cross-listed
with POLS 405).
COMM 406. Legal Issues & the New Media. (4).
A study of the law and policy governing the
various communication industries, including the
print media, broadcasting, cable television,
direct broadcast satellites and the Internet.
COMM 407. Broadcast News Production. (4).
Create live news broadcasts every two weeks for
CLUTV (Channel 16) and Educational Television for
the Conejo Valley (Channel 20). Learn to write,
shoot and edit news stories. In the class, you
will be the producer, director and anchor for
CLUTV news. Emphasis will be placed on advanced
editing skills. Prerequisite: COMM 207
or COMM 208.
COMM 411. Sports-Related Marketing. (4).
An introduction to management and marketing
issues in the sports industry, with a particular
emphasis on major and minor league professional
sports. Students will receive a broad overview of
the structure of sports and its relationship to
the dominant culture, the economy and the media.
(cross-listed with BUS 411).
COMM 442. Advertising Campaigns. (4).
Advances the principles learned in introductory
advertising and marketing courses and includes
the application of principles learned through the
completion of an actual consumer-oriented
marketing/advertising campaign. Includes lecture
and lab. Prerequisites: COMM 375 or COMM 380,
senior standing. (cross-listed with BUS 442).
COMM 443. Event Planning and Management. (4).
The study of the theory and practice of various
forms of event planning and management. The class
will be using a hands-on approach to delve into
this wonderful field and will include lessons on
budget, décor, entertainment, types, and security
issues. (cross-listed with BUS 443).
COMM 450. Advanced Public Relations. (4).
Students strengthen their command of the
processes and techniques of public relations and
apply them strategically to real-world PR
stations. They apply the full process of public
relations management, including research and
analysis, planning, implementation, and control
and evaluation, while producing a strategic PR
plan and professional media kit. They role-play
crisis communications planning and response in an
emergency PR exercise. Ethical considerations in
PR management are examined; the impact of current
PR practices on individuals and society are
critically evaluated. Prerequisite: COMM 342.
(cross-listed with BUS 450).
COMM 461. Advanced Sign Language. (3).
Advanced studies in American Sign Language.
Prerequisite: COMM 361.
COMM 482. Selected Topics. (1-4).
COMM 485. Travel Seminars. (1-4).
COMM 490. Independent Study. (1-4).
This course is used to evaluate a senior project
if an appropriate internship is unavailable.
COMM 492. Internship. (1-4).
The student finds an internship appropriate to
his or her career choice to fulfill the
communication requirement. Contracts are
available at the Career Services Center. (graded
COMM 497. Departmental Honors. (1-4).