Interim chair of the marketing communication department Don Hurwitz announced the new marketing curriculum which includes the option for students to create their own concentrations Wednesday in the Bright Family Screening room.

Rising sophomores can choose to keep the current curriculum, or begin their academic track with the new one, Hurwitz said. Students who decide on the new programming will personalize their own concentration, or pick from sample concentrations such as methods and insights, digital, managing marketing communication, and campaign practices.

“In the past, we had a very prescribed curriculum,” Hurwitz said. “And now I think we have gotten pretty good at preparing people for their careers.”

Students will also be required to pass a writing proficiency exam before enrolling in any 300-level courses. Hurwitz said the department piloted the exam last year and the majority of students passed it. He said that anyone who does not pass the exam can go to the the writing and academic resource center for coaching sessions.

The programming does not have a large impact on rising juniors and seniors, it simply provides them with more electives to choose from. Incoming freshman will be the first class to completely adopt the new curriculum, including the new requirements.

“We intend to roll out this curriculum gradually over the next few years,” Hurwitz said. “If you have already made up your mind and like what you’ve picked, it is your choice to opt into the new curriculum.”

Freshman Jacqueline Garcia said she will adopt the new options to her schedule.

“I love the option to take courses from a broad range,” the marketing communication major said. “The creative aspect of this major is important to me.”

Lindsey Racz, who is in her second semester at Emerson, is unsure of whether or not she will opt to participate in the curriculum change. She plans to go to Kasteel Well in the Netherlands and wants to be sure of the marketing courses offered there before making a decision.

“I am really interested in concentrating on methods and insights to learn more about the psychological aspect of marketing,” she said.