Communication Archive 2020-2021

3.00

Introduces a number of qualitative and quantitative research methods for both academic and professional communication research. Applies research methods to study communication problems.

3.00

Examines the tools and techniques used to gain understanding of audiences for marketing communication messages. Covers the fundamentals of account planning, including strategic planning and research methods.

3.00

Examines theories of advertising, including market segmentation, media selection, message creation, advertising evaluation and criticism. Students produce brand reports, create ads and justify their campaigns.

3.00

Examines social media techniques, measurement and strategy. Discusses the latest trends in how business, media, news, and politics use social media for relationship development, brand building and engagement.

3.00

Examines theories, case studies and campaigns in public relations. Areas of concentration include research development, design and implementation; agenda setting; professional writing; presentational skills/ techniques and crisis management. Practical application of theoretical concepts is stressed.

3.00

Examines the integration of advertising, promotion, public relations, marketing communications and internal communication. Analyzes the impact IMC has on corporate image, objectives and brands, and the interrelations of employees, customers, stakeholders and different publics.

3.00

At its core, marketing is about providing consumer value. The practice of doing this is changing constantly-driven by rapid and far-reaching changes in technology; globalization; and the evolution of consumer values, practices, and lifestyles. This course will present themes, theories, and trends that are critical for: 1. understanding the business of creating, capturing and sustaining value; 2. introducing students to the global, consumer, and technological realities of marketing in the 21st Century; and 3. providing students with a sound foundation to explore marketing in further depth in upper-level elective courses. This course also contains an experiential component. .

MBA-660. MBA & Integrated Marketing students only.

3.00

In many firms, the brand or portfolio of brands has become the most valuable asset requiring strategic management in order to secure the goals of the organization. Hence, developing strong brands for markets around the world has become increasingly important in today's global economy. This objective of this course is to examine appropriate theories, models and other tools to help make branding and communication decisions for brands globally. The course presentation will combine lectures, case studies, guest speakers and a semester long, team-based project.

MBA-660. MBA & Integrated Marketing students only.

3.00

This course is designed to provide you with both a sound theoretical and an applied approach to developing and implementing marketing strategy at multiple levels of the organization - corporate, division, strategic business unit, and product. Special emphasis will be placed on dealing with contemporary marketing issues in the highly competitive global environment. The course presentation will combine lectures, case studies, guest speakers, and a semester-long, team-based project.

3.00

Introduces academic and professional analysis and writing in the field of communication.

3.00

Theoretical and practical applications of communication are considered in terms of brands and social responsibility. Advertising, public relations, and cause marketing are considered as brands respond to issues like gun violence, climate change, racism, sexism, immigration, food safety and health policies.

3.00

Learn HTML, CSS, Java Scripts and Widgets for the construction, design and posting of web sites. We explore the use of websites, mobile sites and other online applications for advertising, public relations, SEO, and marketing.

3.00

Explores the process of management of campaigns to deal with crisis situations in organizations, including creative, budgetary, research, and audience needs.

12 credits of ADPR courses

1.00- 6.00

Internship in various communication industries.

3.00

The Immersion course provides an opportunity for students to link their program work to hands-on experience and visits to real-life global companies. The highly experiential, intensive course combines classroom learning with a direct business and cultural experience. Students will work in teams directly for a client or several clients, solving real challenges, using their analytical skills, knowledge, and experience to develop feasible solutions. Required for all MBA students, the course will be offered globally or nationally to accommodate a variety of student needs.

MBA-660; MBA & Integrated Marketing students only.

3.00

The application of marketing principles and practices to competition in global markets. The course emphasizes the skills necessary for cross-cultural marketing.

MBA-625, SBS-604, ISOM-631, OR MBA-622; AND MBA-660. MBA and Integrated Marketing students only.

3.00

This course explores the role of research in marketing decision-making, including the cost and value of information. The course uses cases and problems to explore problem definition, research design, sampling, questionnaire design, field methods, data analysis and reporting.

3.00

Introduces a number of qualitative and quantitative research methods for both academic and professional communication research. Applies research methods to study communication problems.

3.00

Examines the tools and techniques used to gain understanding of audiences for marketing communication messages. Covers the fundamentals of account planning, including strategic planning and research methods.

3.00

Introduces academic and professional analysis and writing in the field of communication.

3.00

Examines best practices for web publishing, including creating, editing and maintaining content for online and social media platforms. Students analyze the content of websites and then produce their own content in a variety of forms. Covers content creation and maintenance techniques, as well as customer and client relationship skills, with an emphasis on effective writing. Includes practical experience creating, editing and maintaining content for online and social media platforms.

3.00

Examines theories of advertising, including market segmentation, media selection, message creation, advertising evaluation and criticism. Students produce brand reports, create ads and justify their campaigns.

3.00

Learn HTML, CSS, Java Scripts and Widgets for the construction, design and posting of web sites. We explore the use of websites, mobile sites and other online applications for advertising, public relations, SEO, and marketing.

3.00

Examines social media techniques, measurement and strategy. Discusses the latest trends in how business, media, news, and politics use social media for relationship development, brand building and engagement.

3.00

Explores the process of management of campaigns to deal with crisis situations in organizations, including creative, budgetary, research, and audience needs.

3.00

Examines theories, case studies and campaigns in public relations. Areas of concentration include research development, design and implementation; agenda setting; professional writing; presentational skills/ techniques and crisis management. Practical application of theoretical concepts is stressed.

3.00

Introduces academic and professional analysis and writing in the field of communication.

3.00

Introduces a number of qualitative and quantitative research methods for both academic and professional communication research. Applies research methods to study communication problems.

3.00

Examines the tools and techniques used to gain understanding of audiences for marketing communication messages. Covers the fundamentals of account planning, including strategic planning and research methods.

3.00

Examines current theory, practice, and debates in the communication field. Issues can include: technology, privacy, social responsibility, and ethics,

3.00

Examines best practices for web publishing, including creating, editing and maintaining content for online and social media platforms. Students analyze the content of websites and then produce their own content in a variety of forms. Covers content creation and maintenance techniques, as well as customer and client relationship skills, with an emphasis on effective writing. Includes practical experience creating, editing and maintaining content for online and social media platforms.

3.00

Introduces the techniques of negotiation. Focuses on the processes of negotiation across a variety of contexts. Offers students the opportunity to explore methods of applying these skills to professional and other real world settings.

3.00

Examines the success and failure of the visual identities of brands as well developing a new visual identity and launching a campaign for an existing brand. Includes an analysis of the strategically planned and purposeful presentation of a brand's visual identity as well as a brand's name, logo, tagline (slogan), color palette and other sensory elements that make a brand unique.

3.00

Theoretical and practical applications of communication are considered in terms of brands and social responsibility. Advertising, public relations, and cause marketing are considered as brands respond to issues like gun violence, climate change, racism, sexism, immigration, food safety and health policies.

3.00

Examines advocacy campaigns that use digital strategies and techniques. Students explore how social media raises awareness for causes, candidates, and issues and consider the impact of technology on grassroots advocacy.

3

Examines a variety of theoretical approaches to the persuasion process. Traditional stimulus-response models, mechanistic/rules approaches and suasion/coercion explanations are explored to determine how persuasion functions in society.

3.00

Examines persuasion strategies and tactics for advancing public policy proposals and concerns. Students will learn how to apply the principles of Public Relations, Advertising, Negotiations and Persuasion to influence the public and government decision-makers.

3.00

This course focuses on the ways in which human communication alters depending upon cultural context, and includes extensive examination of cultural conflicts and interaction patterns.

3.00

Examines persuasive politics and political campaigns. Case studies of famous politicians and political speeches are combined with discussion of current political rhetorical trends.

3.00

Examines the media planning and buying process for paid advertising and content. Students learn core media math concepts, analyze paid/owned/earned media strategies and become familiar with consumer and media research tools. Includes development of complete media analyses and recommendations for selected target audiences and brands.

3.00

Explores the theory of organizations, information flow, network analysis, communication over- and under-load, decision-making, organizational effectiveness and change processes. Theoretical basis provided for the examination of case studies in organizational communication, including communication audits in organizational settings.

3.00

Examines issues, theories and cases in health communication. Analyzes communication efforts within health care institutions and campaigns for health care consumers designed to produce changes in public health.

ADPR-770

3.00

Examines the contemporary public relations practice of Native Advertising and sponsored content. Explores different forms of native advertising, methods and mechanisms for creating sponsored content, ethical and regulatory issues, and industry trends. Students learn how to blend content with news site partners, to use the different types of paid syndication, and to set up native ads.

3.00

Examines the skills and functions required in order to manage a successful Advertising or Public Relations agency. Students learn how agency leaders win new business and generate income by offering an evolving mix of new services, and how they manage client relationships and diverse internal teams, including creative, research, and media professionals. Assesses a variety of agency structures as well as the transformation of agencies initiated by social media and the digital age. In-depth look into the role of today's agency account manager.

3.00

Examines the theories and communication styles of leadership. Uses media, case studies, rhetorical analysis and social science research, as well as activity-based learning to explore leadership and followership.

3.00

Examines various components of Marketing Communication including marketing strategy, advertising concepts and public relations campaigns.

3.00

Examines theories of advertising, including market segmentation, media selection, message creation, advertising evaluation and criticism. Students produce brand reports, create ads and justify their campaigns.

3.00

Learn HTML, CSS, Java Scripts and Widgets for the construction, design and posting of web sites. We explore the use of websites, mobile sites and other online applications for advertising, public relations, SEO, and marketing.

3.00

Examines social media techniques, measurement and strategy. Discusses the latest trends in how business, media, news, and politics use social media for relationship development, brand building and engagement.

Take ADPR-772

3.00

Influencers have changed the way brands sell directly to consumers. The course explores the basics of defining an influencer, choice of platforms, the target audience, and creating and maximizing content strategy and tactics. In addition, students will examine how brands and influencers work cohesively along with traditional advertising to reach their potential customer bases.

3.00

Explores the process of management of campaigns to deal with crisis situations in organizations, including creative, budgetary, research, and audience needs.

3.00

Examines the relationship between the organization/campaign and the media through the viewpoints of the media and the Public Relations professional. Focus is on developing strategies and tactics to get PR messages out to various platforms, including traditional and social media, as well as how PR professionals can develop relationships with the media. Specific PR products include developing effective story pitches, new releases, blogs, features, and social media posts.

3.00

Examines theories, case studies and campaigns in public relations. Areas of concentration include research development, design and implementation; agenda setting; professional writing; presentational skills/ techniques and crisis management. Practical application of theoretical concepts is stressed.

3.00

Examines through experiential learning how various types of events are built, managed, promoted, and assessed, with emphasis on both face-to-face and online meetings celebrations, seminars trade show, conventions, media campaigns, and nonprofit and public events. Even components analyzed include event research and concepts,objectives, target audiences and messages, strategy, tactics, publicity, resources, budgeting, and assessment.

3.00

Examines the integration of advertising, promotion, public relations, marketing communications and internal communication. Analyzes the impact IMC has on corporate image, objectives and brands, and the interrelations of employees, customers, stakeholders and different publics.

Take ADPR-772 or receive instructor consent.

3.00

Social media plays a key role in campaigns and the daily work of marketing, public relations, and advertising researchers and professionals. This class will integrate the growing research in the area with the social media practices in these industries. This class will focus on the three underpinnings of a successful social media activity: Analytics, Listening and Engagement.

ADPR-772

3.00

Covers the development of a social media campaign for a target audience using a variety of platforms. Students will use social media and design tools to create a campaign for a client, moving it from concept through execution.

12 credits of ADPR courses

1.00- 6.00

Internship in various communication industries.

1.00- 3.00

Directed study allows students to pursue an in-depth research project in an area of their interest, directed by a qualified graduate faculty member.