The Foundations of the MS Marketing Program: Planning & Design

In marketing, the ability to strategically plan and design campaigns is a cornerstone of success. Lindner College of BusinessMaster of Science in Marketing online program at the University of Cincinnati allows students to tailor their education. This article explores one of the four key areas central to its curriculum —Planning and Design.

Planning and Design in Marketing

Planning and Design is an essential concept in marketing and business, this program equips students with the skills to craft digital programs that resonate with audiences, align with brand identity, and strategically engage based on decision-making processes and values. This focus is crucial for developing digital content strategies, guiding buyers through purchase decisions, and fostering inclusive and intercultural engagement—all while upholding ethical standards.

Planning and Design go beyond aesthetics; they involve creating meaningful interactions, and this program covers prescriptive and predictive elements, guiding students on ‘how’ to plan and design and predict outcomes. Industry topics covered in this program include:

Brand Management: Crafting Lasting Impressions

Brand Management is more than just creating a logo—it’s about cultivating a lasting relationship with customers through every aspect of product development to service delivery. Students explore strategies for building, maintaining, and leveraging brand equity. From positioning to communication, this topic equips them with the skills to make brands resonate in the hearts and minds of consumers.

Storytelling: The Heartbeat of Marketing

Storytelling transcends the conventional realms of marketing. It’s about connecting with audiences on a human level, fostering emotions, and leaving a lasting impact. This topic teaches students the art of crafting narratives that resonate, building authentic connections between brands and consumers.

Campaign Design: Crafting Compelling Narratives

Campaign Design is the art of storytelling on a grand scale. It goes beyond visuals, encompassing the creation of narratives that captivate audiences. Students delve into the intricacies of developing and executing campaigns that not only attract attention but also drive engagement and conversions.

Marketing Automation: Efficiency in Every Click

In a world driven by data and technology, Marketing Automation is the linchpin for efficiency. This topic unravels the power of automation tools, enabling marketers to streamline repetitive tasks, nurture leads, and deliver personalized experiences at scale. Students learn to orchestrate seamless, data-driven customer journeys.

Lead Generation: Nurturing Growth Opportunities

Lead Generation is the lifeblood of business growth. Students delve into techniques for identifying, attracting, and nurturing potential customers. From inbound marketing strategies to outbound tactics, this topic equips them to fuel the sales funnel with quality leads, driving sustainable business growth.

These industry topics form the foundation of a well-rounded marketing education. The Master of Science in Marketing program at the University of Cincinnati Online ensures that graduates not only grasp theoretical concepts but also gain practical insights into the dynamic interplay of these crucial elements in the contemporary marketing landscape.

Sales: From Relationship Building to Closing Deals

Sales is the heartbeat of any business. This topic takes students beyond the transactional aspects, focusing on relationship building, effective communication, and understanding buyer behaviors. It’s about turning leads into loyal customers and mastering the art of strategic selling in a dynamic market.

Content Management: Strategic Information Flow

Content Management is the strategic orchestration of information flow. From creation to distribution, students learn how to manage content effectively across various channels. This includes ensuring consistency with brand messaging, optimizing for different platforms, and adapting to the evolving preferences of the target audience.

Cultivating Essential Skills


Strategic Content Auditing: Develop the ability to assess existing content, identifying strengths and areas for improvement.


Alignment Mapping: Learn to align content strategies with overarching marketing and business goals for maximum impact.


Strategic Content Development: Learn to create content with purpose, aligning it strategically with organizational goals and brand identity.

Storytelling Mastery: Hone the art of storytelling to engage audiences, crafting narratives that resonate and leave a lasting impact.

These skills are not just theoretical concepts but practical tools that will empower you to navigate the complexities of Planning and Design in the dynamic field of marketing.

Meet the Experts

Dianne Hardin

Dianne Hardin, the Executive Director of the Master of Science in Marketing program at the University of Cincinnati, brings a wealth of experience to the realm of planning and design. With a master’s degree in both design and marketing, she has spearheaded integrated digital marketing and sales initiatives in telecom, IT consulting, and banking industries. Her expertise includes design thinking, innovation, and exploring millennials’ influence on consumer confidence.

Professor Hardin’s commitment to her students is evident in her personal interest in their training to tackle contemporary marketing challenges. She seamlessly integrates her industry recognition and practical experience into her courses, ensuring that students gain not only theoretical knowledge but also practical insights.

Dr. Roseann Hassey

Dr. Roseann Hassey is an Associate Professor of Marketing at the University of Cincinnati Carl H. Lindner College of Business. She is a passionate educator and researcher with a strong track record in both areas.

Dr. Hassey received her Ph.D. in Marketing from the University of Cincinnati, her MBA from Harvard Business School, and her BA in Economics from Duke University. Her research interests lie in the areas of consumer behavior, marketing strategy, and women in business. She has published her work in top academic journals such as the Journal of Marketing Research, the Journal of Retailing, and the Journal of Business Ethics.

Dr. Hassey is also a dedicated teacher. She teaches a variety of courses at the undergraduate and graduate levels, including Consumer Behavior, Marketing Research, and Marketing Strategy. She is known for her engaging teaching style and her ability to connect with students.

In addition to her research and teaching, Dr. Hassey is also actively involved in service. She is the Faculty Advisor for the Lindner Women in Business organization and a member of the Lindner MBA Program Committee.

Course Spotlights

MKTG 7030: Brand Strategy

Taught by Dianne Hardin and Roseann Hassey, MKTG 7030 equips students with the knowledge and skills to create, manage, and measure brand equity. The course covers key concepts like brand definition, identity, positioning, architecture, communication, experience, valuation, and global management. Students learn from expert faculty, engage in interactive discussions, analyze real-world case studies, and develop a comprehensive brand strategy project. MKTG7030 is ideal for graduate students seeking careers in brand management or marketing, professionals wanting to refine their understanding of building strong brands, and anyone passionate about creating impactful brand strategies. By investing in this course, students gain a comprehensive understanding of brand strategy, essential skills for a successful career, valuable insights from industry experts, and the ability to analyze and solve brand-related challenges effectively.

MKTG 7037: Digital Marketing

This course is taught by taught by Dianne Hardin, and it provides students with the knowledge and skills needed to excel in the digital marketing world. The course covers key topics like SEO, PPC advertising, social media marketing, content marketing, email marketing, and analytics. Students learn through interactive lectures, case studies, guest speakers, group projects, and hands-on learning. The course is ideal for graduate students pursuing a career in digital marketing, marketing professionals wanting to update their skills, and anyone interested in digital customer engagement. Benefits include gaining a comprehensive understanding of digital marketing principles, developing essential skills, learning from experienced professionals, building a portfolio, and networking with peers.

Career Opportunities


Business Development Rep: Focus on expanding business opportunities by identifying potential clients and markets. This role involves researching and prospecting, building relationships, and contributing to the overall growth strategy.

Account Manager: Nurture client relationships and strategic accounts by understanding client needs and aligning marketing strategies with their goals. This role involves effective communication, strategic planning, and ensuring client satisfaction.


Digital Lead Generation: Specialize in digital channels for lead generation, utilizing online platforms and tools to identify and engage potential customers. This role often involves managing digital advertising campaigns, optimizing landing pages, and analyzing digital marketing performance.

Marketing Campaign Automation Specialist: Specialize in automated campaign strategies, overseeing the planning, execution, and optimization of automated marketing campaigns. Responsibilities may include designing workflows, segmenting audiences, and analyzing campaign performance.

Inside Sales Representative: Drive sales from within the organization by connecting with leads and prospects. Responsibilities include understanding customer needs, conducting product demonstrations, and effectively communicating the value proposition.


Campaign Design & Delivery Specialist: Craft and deliver impactful campaigns by overseeing the entire campaign development process. Responsibilities may include crafting campaign messages, coordinating with creative teams, and ensuring timely delivery.

Marketing Content Coordinator: Coordinate content strategies for marketing success, overseeing the creation, distribution, and promotion of content. Responsibilities may include content planning, collaboration with writers and designers, and monitoring content performance.


Lead Generation Specialist: Spearhead lead generation initiatives, employing various strategies to attract and nurture potential clients. This role involves analyzing data to optimize lead generation efforts and collaborating with cross-functional teams.

Marketing Automation Specialist: Master the automation of marketing processes, including the design and implementation of automated campaigns. This role involves leveraging marketing automation tools, analyzing data for optimization, and ensuring seamless customer journeys.

Marketing Consultant: Provide expert advice on marketing strategies, working with clients or within an organization to optimize marketing efforts. This role often involves conducting market research, analyzing data, and developing tailored marketing plans.

Embark on a dynamic journey with the Lindner College of Business’ Master of Science in Marketing program at the University of Cincinnati Online, spotlighting Planning and Design. This focus provides the skills and knowledge to navigate diverse career paths in the ever-evolving marketing landscape. Beyond Planning and Design, the program unfolds into three additional vital focuses: Consumer Psychology & Strategy, Build & Execution, and Analytics. Together, they craft a holistic understanding of marketing, shaping you into an agile and strategic professional.

You’ll find excellence paired with flexibility at UC Online, allowing you to tailor your experience and even maximize your degree by pursuing a Graduate Certificate in Digital Marketing, opening doors to exciting career opportunities. With an emphasis on industry-relevant skills and ethical considerations, this program not only propels your marketing career but also enables you to make a positive impact on the world. If you’re ready to design your marketing success story, apply now for the Master of Science in Marketing program.

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