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2013-2014 Course Catalog [ARCHIVED CATALOG]
Marketing Communication
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Bachelor of Arts
Minor
54-3811 Applied Marketing Intelligence
Course provides students the opportunity to apply, practice, and better understand the tools and techniques examined in the introductory course. Various measurement and research techniques employed in advertising, marketing and public relations are reviewed. A full life span of a primary as well as a secondary research project is explored; from study design, execution, to analysis and interpretation as well as the final presentation. This course is highly recommended for future marketing professionals, who need critical analysis skill and strategic creativity in their decision making.
3 Credits
Requisites PREREQUISITES: 54-1601 Consumer Behavior and 54-2500 Intro to Marketing Research
Requirements Department Permission
54-3860 Themes in Marketing Communication
This course offers students a variety of subfields in the discipline of Marketing that are emerging and/or regaining attention with recent advancements in related fields. By surveying the current leading thoughts and analyzing the corresponding practices and case studies, students are able to better understand interdisciplinary aspects of the marketing practice.
3 Credits
Repeatable SS
Requisites PREREQUISITES: 54-1500 Introduction to Marketing and 54-1600 Introduction to Advertising and 54-1601 Consumer Behavior and 54-1700 Intro to Public Relations and 54-2500 Intro to Marketing Research
54-3861 Collaborative Consumerism
In this Marketing Communication Department elective, students will develop a holistic understanding of consumption. This workshop explores the changes in our economic and environmental landscape: an upsurge in bartering, lending, trading, renting, and swapping. As the course progresses, students will work in teams and develop a business or event applying the principles of collaborative consumerism, covering all elements of the marketing mix.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing or 54-1600 Introduction to Advertising or 54-1700 Intro to Public Relations or 54-1601 Consumer Behavior and 54-2500 Intro to Marketing Research
54-3901 Media Workshop
Advanced course in media planning and execution enables students to develop a simulated media program including budget, media rationale, and execution.
3 Credits
Requisites PREREQUISITES: 54-2902 or 54-2901 Selling and Buying Media
54-3970 Advertising in Film
Course combines popular film and video representations-screenings every week-with critical discussion that examines how adcult has influenced the way we look at the world and ourselves. The culture of advertising shapes and colors the world we live in, and nowhere is this more evident than in the mirror that Hollywood holds up to society.
3 Credits
Repeatable
54-3971 Discrimination, Stereotypes & Stigma in Advertising
Course examines the role of advertising practitioners and other media content providers in disseminating negative portrayals of various segments of society. Course analyzes media treatment of people and issues related to mental illness, physical illness, disability, race, poverty, sexual orientation, gender, age, and religious beliefs. Work products focus on the development of cause marketing and social marketing campaigns.
3 Credits
Repeatable
Requisites PREREQUISITES: 54-1601 Consumer Behavior
54-3972 Product Placement & Cultral Seeding
Course introduces students to sponsorship practices that integrate branded products and services of corporate sponsors into entertainment vehicles and events (i.e., movies, sports, concerts, etc.) and the lifestyles of target consumers. Given the philosophical and ethical tensions that can develop between creative artists and corporate sponsors, students learn to evaluate and negotiate sponsorship opportunities from both perspectives. Course applies marketing theory in relation to culture studies, the arts, and the social sciences.
3 Credits
Repeatable
Requisites PREREQUISITES: 54-1501 Promotional Marketing
54-3975 Concepting & Brainstorming
Course challenges students to explore various brainstorming and concept development methods and techniques in the creation of advertising, promotions, new products, marketing strategies, and more. With a focus on understanding and accessing the conceptual self, course teaches students how to connect with consumers and the media environment more effectively.
3 Credits
Repeatable
54-3977 Museum Branding
Course will explore how each aspect of the museum - exhibitions, docent tours, museum architecture, the board of trustees, restaurant, museum store, volunteers, Web site, graphics, marketing materials, and events–affects brand image. With so many museums competing for the consumers’ leisure time and money, museums must differentiate themselves and build loyalty. Coursework includes case studies; simulated branding projects; museum visits; and internet, ethics, and globalism modules. The course prepares students for internships and service learning opportunities.
3 Credits
54-3978 Ad Agency
Course teaches students how to function in an advertising agency as a specialist (account management, creative, media, traffic, production) and as a member of an agency team. Students work with actual clients in real assignments and are required to participate in client meetings, generate contact reports, conduct research, develop strategies, write media plans, ideate concepts, and produce creative elements. Course culminates in the final production of completed marketing campaign elements, enabling students to have published samples for their portfolios. Prerequisite: Completion of Marketing Communication core courses and permission of instructor after an interview (to ensure a balance between account and creative specialties, diversity, and the appropriate skill level).
3 Credits
Repeatable
Requisites PREREQUISITES: 54-2500 Intro to Marketing Research and 54-1605 Advertising Copywriting I
Requirements Permission of InstructorPage: 1
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