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2013-2014 Course Catalog [ARCHIVED CATALOG]
Marketing Communication
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Bachelor of Arts
Minor
54-1500 Introduction to Marketing
Introductory survey course explores the fundamentals of marketing: product, promotion, pricing, and distribution, as well as the impact of market research, technology, and globalization. Students will also address the role ethics plays in the everyday operations of marketers.
3 Credits
54-1501 Promotional Marketing
Students will examine promotional and retail marketing from three perspectives (POV): retailer, manufacturer and shopper. The students will also learn about the art and technology of shopper message delivery and quantitative results measurement.The course examines the range of techniques available to activate consumer, as well as professional buyer, brand demand. Students will explore the newest sales activation battleground, the retail store, with an in-depth engagement in the principles, opportunities and challenges of retail marketing from the time the shopper arrives at the store until the time they leave with brand in hand. The course explores a variety of retail channels including (but not limited to) grocery, mass, drug and electronics.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-1503 Intro to Sales Management
This course is designed for upper grade students who are looking to acquire the consultative selling skills necessary to work with clients as a salesperson or manager. Students acquire a working knowledge of consultative selling skills via lectures and actual skill practice sessions. In addition, this course will explore the CRM systems to manage account relationships and a broader strategy for understanding all levels of decision makers and the best ways to reach them.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-1505J Selling with Your Ears: Listening and Other Personal Selling
This course is designed for students who are looking to acquire the consultative selling skills necessary to work with clients as a salesperson or manager. Students acquire a working knowledge of consultative selling skills starting with effective listening via lectures and actual skill practice sessions.
1 Credits
Repeatable
54-1523 Topics in Marketing
This course exposes students to issues of current significance that are new and timely. It positions students at the leading edge of ideas that drive markets.
1 Credits
Repeatable
54-1523J Topics in Marketing
This course exposes students to issues of current significance that are new and timely. It positions students at the leading edge of ideas that drive markets.
1 Credits
Repeatable
Requirements Department Permission
54-1530 Marketing Research Basics
This course is designed to provide a basic foundation in marketing research and marketing information resourcing. With these foundational skills, students can develop the marketing knowledge needed to make effective strategic decisions across all of the marketing disciplines. Both primary and secondary research and information resourcing along with the application of basic math concepts used in marketing situations will be explored.For students entering the Marketing Communication department Fall 2009 or later, this course can be an acceptable substitute for the required 54-2500 when an applied analytics course (i.e. 54-3810, 54-2811, etc.)is also taken as an elective in the future.
3 Credits
Requisites COREQUISITES: 54-1500 Introduction to Marketing
54-1600 Introduction to Advertising
Introductory course examines traditional and emerging fundamentals of advertising as an interdisciplinary marketing-based practice, career option, and cultural force. Curriculum is designed to accommodate Marketing Communication majors and students from other departments throughout the College.
3 Credits
54-1601 Consumer Behavior
Course explores the relationship between conscious and unconscious factors influencing consumers and examines the need, structure, and interaction with planned advertising messages. Survey course gives students insight into the reasons advertising works, using basic readings in the psychology of perception and attitude formation.
3 Credits
54-1602 The Anatomy of the Commercial
Course studies the television commercial as advertising strategy, film production, editorial process, art form, and phenomenon of popular culture. Course materials consist of TV commercials, including hundreds of the most expensive, exciting, funny, effective, outrageous, sexy, and conceptually brilliant television spots ever made. Course is a must for career-focused advertising and film students.
3 Credits
Repeatable
54-1603 Advertising in America
Survey course emphasizes the unique role of advertising in American society traced through the sociological development of advertising in America from the earliest days to the present.
3 Credits
54-1604 Interactive Advertising
Course presents and explores marketing communication through digital media. Several converging techniques are introduced: computer-based multimedia, television, computer networks, telephone, and cable systems. Lectures and discussions cover basic components of marketing communication promotions, direct marketing, public relations, retail distribution, and advertising. Exercises focus on development of interactive advertising campaigns.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-1605 Advertising Copywriting I
Course teaches student to write advertising copy for campaigns that target large mass consumer audiences. Focused on writing campaigns to be featured in print, broadcast, and online media, the course teaches students the elements of style and creativity, relevant communication techniques, and the basics of how advertisements are constructed.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing and 54-1600 Introduction to Advertising
54-1606 Design Principles for Copywriters
In this Advertising concentration course, students will explore methods of layout for various advertising campaigns using Adobe Creative Suite. Students will learn unique techniques using computer generated and/or manipulated images, special effects and other layout methods to visually communicate strategic solutions for various advertising projects.
3 Credits
54-1607J Dressed up and Stripped Down Editing and Proofing for Copywriters
In this course students will master proofreading fundamentals and basic editing principles as they pertain to advertising and marketing materials. The course will predominantly address the evaluation of copy elements, but will also cover conceptual editing in the form of layout and design appraisal. Curriculum is designed to accommodate Marketing Communication majors.
1 Credits
54-1672 Topics in Advertising
Special attention to a single topic adds dimension to the study of advertising, a contemporary focus that is integral to students’ education overall and consequential for their career path.
1 Credits
Repeatable
54-1700 Intro to Public Relations
Course is an overview of the historical development and the contemporary techniques of public relations, one of the fastest-growing career fields in our global information society. Through class discussion and case studies focusing on both actual and creatively imagined situations, students gain insight into the world presented by the major media and learn the importance of research, planning, action, and evaluation, with an emphasis on ethical implications.
3 Credits
54-1701 Public Relations Writing I
Writing-intensive course covers all forms of writing for communicating public relations messages, including press releases, media alerts, public service announcements, video news releases, pitch letters, speechwriting, brochures, newsletters, and other public relations presentations. At the successful completion of the semester, each student has accomplished a writing portfolio.
3 Credits
WI
54-1702 Special Events and Promotions
Course focus is on the public relations techniques of special events, including event planning, management, and production. Students learn to create, plan, budget, implement, and evaluate events, ranging from parades and marathons and road race events to product launches and theme parties. Students participate in at least three special events during the semester and complete a final exam where they plan, promote, create, and orchestrate a silent auction fundraiser for a nonprofit organization.
3 Credits
54-1703 Public Relations Resources
Course gives students the opportunity to meet a series of guest speakers from the public relations professions, who give them an up-to-the-minute education in today’s PR skills. The course’s wide range of PR tools changes from semester to semester as the profession evolves. Recent guest professionals have focused on video news releases, internet PR, and a newsroom tour. In addition to acquiring skills, students gain a theoretical understanding of the many facets of public relations today.
3 Credits
54-1704J Pitching the Media for the Layman
Course introduces students in disciplines other than Public Relations studies to tips and techniques for garnering media attention for their band, art work, writing, etc. Students learn how to find and create news within their own accomplishments.
1 Credits
54-1706J Extemporaneous Speaking: How to Ad-lib on the Radio
This course is for students who wish to develop the art and skill needed to speak extemporaneously on the radio. The course explores vocal skills, structuring the impromptu speech, and ordering ideas. Utilizing the skills of organizing key points and lots of practice, students feel more confident in the broadcast and social setting. Students practice in the classroom setting and at the end of the semester, perform behind a microphone.
1 Credits
Repeatable
Requisites PREREQUISITES: 52-1151 Writing and Rhetoric I or SAT (Scholastic Aptitude Test) score >= 710 or ACT (American College Test) score >= 30
54-1708 Topics in Public Relations
Students in this course will examine how and why Americans love to laugh about politics. We will examine why political humor is influential in shaping public opinion.
1 Credits
Requirements 2.70 GPA required
54-1800 Intro to Sports Marketing
Course explores the breadth of the sports marketing industry and its consumer and communication realities. This intermediate marketing course introduces students to the Sports Marketing concentration or provides a marketing elective. Students learn how to decide market selection and how to plan, create, and assess sports marketing communication programs that include advertising, marketing, public relations, and new media.
3 Credits
54-2500 Intro to Marketing Research
Course introduces measurement and research techniques employed in marketing. Curriculum places emphasis on design, execution, analysis, and interpretation of both qualitative and quantitative research. Students learn to initiate and execute a meaningful research study.
3 Credits
Requisites PREREQUISITES: 41-3107 Radio Marketing & Promotion or 54-1500 Introduction to Marketing
54-2502 Creativity in Marketing
Exploratory course encourages students to consider nontraditional methods of marketing products. Students engage in creative problem solving in all aspects of marketing to achieve marketing objectives and increase profitability.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2503 Marketing Not-for-Profit Organizations
Course teaches students that the same marketing principles used to sell consumer products for profit are applicable when marketing not-for-profit organizations such as charities, cultural institutions, schools, and hospitals. The growth and competitiveness of not-for-profits demand effective marketing, and students will be asked to solve some of the cases studied.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2504 Customer Information Marketing
Course teaches students to use database marketing to increase efficiency. Students learn to create profitable one-to-one customer relationships that gain information necessary to understanding customer behavior. Course demonstrates the means to improving overall profits by using databases to link planning, forecasting, budgeting, list and media selection, product development, fulfillment, and customer services. Students apply these techniques to real-life marketing problems.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2505 E-Commerce/Database Marketing
Course teaches students to use database marketing to increase efficiency. Students learn to create profitable one-to-one customer relationships that gain information necessary to understanding customer behavior. Course demonstrates the means to improving overall profits by using databases to link planning, forecasting, budgeting, list and media selection, product development, fulfillment, and customer services. Students apply these techniques to real-life marketing problems.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2510 Brands & Branding
Course is a survey of the strategies and activities that create distinctive brand identities and generate loyalty for products and services. Students will discover the many touch points and stakeholders that affect branding and explore branding as it applies across advertising, public relations, employee interaction, corporate social responsibility, and new product development.
3 Credits
Repeatable
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2515 Technology for Marketing
Course explores the impact of contemporary technologies on the marketing process. Starting with the e-commerce on today’s internet and moving on to recent and emerging technologies, hands-on activities will explore the ease of building a business solution Web site; using a contemporary marketing information system (SPECTRA EnLighten) to explore product segmentation and potential; exploring the global potential of products using EuroMonitor; and building a working, integrated customer relationship management (CRM) solution.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2520 Visuals for Communication
We live in a visual world, and sound marketing communication is based as much on visuals as it is on words. Students will learn how to think visually and express visual concepts. Drawing ability is not necessary.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2530 Multicultural Marketing
This course surveys the multicultural aspect of marketing practice in the U.S., the significance of new target markets, its many components, and the methods for marketing to it. Students explore various demographics and psychographics; spending power; growth projections; the profile of second/third generations versus outdated stereotypes; and specific media, research, advertising, and public relations practices as they apply to each ethnic market, culminating in the development of a complete marketing campaign
3 Credits
PL
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2550 Global Marketing Workshop - Prague
Course focuses on case study review and discussion of global marketing issues in Europe and specifically the EU (European Union). Students apply basic marketing principles to real life problem solving situations. Students will have the opportunity to interface with advertising agency personnel from DRAFTFCB Prague.
6 Credits
GA Repeatable
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
Requirements Department Permission
54-2560 Retail Marketing
This course explores the principles, opportunities and challenges of retail marketing from the time the shopper arrives at the store until the time they leave. The course covers a variety of retail channels including (but not limited to) grocery, mass, drug and electronics. Students will examine retail marketing from three perspectives: retailer POV, manufacturer POV and shopper POV. The students will also learn about the art and technology of in-store shopper message delivery and quantitative results measurement.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing and 54-1601 Consumer Behavior
54-2601 Advertising Workshop
Marketing Communication Advertising core requirement course focuses on teaching students how to develop a comprehensive advertising plan that answers a problem posed by a selected client or case study. At the culmination of the course, students will formally present their creative solution. Course offers a hands-on approach to utilizing principles learned across the Advertising concentration. Recommended for advanced advertising students.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing and 54-1600 Introduction to Advertising
54-2602 Advertising Production I
Course allows students to practice the skills needed to plan, produce, and pitch radio and television commercials and infomercials. Students develop creative concepts, prepare treatments, proposals, scripts, and budgets. Students also participate in the workflow of the broadcast advertising business, focusing on personnel requirements, creative techniques, and cost factors that affect pre-production, production, and post-production. Each student creates a professional bid package that demonstrates his or her approach in meeting specific marketing objectives for a particular client and product.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2603 Business to Business Advertising
Course is an intensive workshop that focuses on strategies and techniques that apply for business-to-business or B2B advertising. Designed to help students understand key differences between business-to-business versus regular business-to-consumer or B2C advertising, this course requires the students’ development of B2B campaigns for inclusion in their portfolios.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2604 Advertising Campaigns and Case Studies
Case study course analyzes advertising campaigns deemed noteworthy because of their success or ineffectiveness. Students focus on SWOT overviews; methods of creative advertising; media planning, selection, and placement; development of advertising materials; and issues related to the ethics of leading advertisers.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing and 54-1600 Introduction to Advertising
54-2605 Advertising Copywriting II
Course continues the study of relevant communication techniques, elements of style, and creativity in writing advertising campaign copy for mass consumer audiences. Course emphasizes practical examination of the fundamentals of advertisement construction for print and broadcast media.
3 Credits
WI
Requisites PREREQUISITES: 54-1605 Advertising Copywriting I
54-2606 Interactive Advertising Campaign Development
In this elective course, offered and taught jointly by Interactive Arts and Media and the Marketing Communication Department, students will develop interactive advertising campaigns for select products/services. This course will challenge student teams from each department to conduct research, develop strategies, create concepts and produce digital campaigns. At the culmination of the course, students will formally present their fully developed interactive campaigns and will have produced work for their portfolios.
3 Credits
Requisites PREREQUISITES: 54-1604 Interactive Advertising
54-2615 Advertising Production II: Print Production Seminar
Course exposes students to the history of print production and processes used in creating advertisements for print media (newspapers, magazines, books, outdoor posters, bus wraps, and other promotional materials). Course familiarizes students with technical specifications, cost estimates, and scheduling timelines in producing printed advertisements. Students will participate in tours of advertising agencies and high-volume print production facilities.
3 Credits
Repeatable
Requisites PREREQUISITES: 54-2602 Advertising Production I COREQUISITES: 54-2602 Advertising Production I
54-2701 PR Cases & Crisis Communication
Course examines application of basic public relations principles through the case history method. Students explore important PR case histories and analyze and critique each decision with an emphasis on ethical public relations management. Special attention is given to managing crises, including consequences of unforeseen emergencies and disasters. Students learn a range of methods for handling various events with respect to target audiences.
3 Credits
Requisites PREREQUISITES: 54-1701 Public Relations Writing I and 54-1700 Intro to Public Relations
54-2704 PR for Arts, Culture & Social Services
Course prepares students to become skilled communicators in the promotion of non-profit activities, ranging from performing and visual arts to social service organizations. Course discusses the various social groups, the messages tailored to these groups, and overall promotion for a wide variety of objectives, including legislative support, contributions, audiences, and organization building. Through a series of class projects, students gain an appreciation of the importance of public relations in the social contributions of non-profits.
3 Credits
Requisites PREREQUISITES: 54-1700 Intro to Public Relations and 54-1600 Introduction to Advertising and 54-1500 Introduction to Marketing
54-2705 Political & Government PR
This course focuses on the specialized activities of major and minor political campaigns and the public relations activities of various government bodies at the national, state, and local levels. We focus on the four Ms of political campaigns - messsage, messenger, media and money. Some of the questions addressed by the course are: How are statements to convey the candidate’s position conceived, crafted and conveyed How does one shape public opinion through written and spoken communications How does a candidate and the campaign identify which messages and positions on an issue will resonate with the values of the electorate and its base
3 Credits
Requirements 60 Enrolled Hours
54-2707 Public Relations Issues
Seminar-style advanced PR course enables students to enhance their skill set beyond traditional public relations for organizations, products, and services and develop strategic communications skills and tactics for responding to public policy issues. Students analyze, discuss, and develop case studies on how public relations techniques are applied to issues advocacy, with a particular focus on local and regional issues.
3 Credits
Repeatable
Requisites PREREQUISITES: 54-2701 PR Cases & Crisis Communication and 54-1700 Intro to Public Relations
54-2708 Social Change Communications
Course focuses on emerging communication strategies and techniques to promote social causes and issues. We will look at the inextricable link between public opinion and communication. Through analyses of social causes and issues, students will explore how these practices are creating an impact in areas like social welfare, health, energy, gender, and multiculturalism.
3 Credits
Requirements 60 Enrolled Hours
54-2709 Shaping Public Opinion
Course examines and evaluates TV and electronic news, print publications, Web sites, and blogs to develop communication plans, strategies, and tactics to move an issue from a loosely defined argument through clear, actionable steps to a coherent policy outcome. Public opinion is a potent force in shaping public policy. Knowing how to use PR strategies, tactics, and tools to reach key public and private decision makers and opinion leaders is critical to success.
3 Credits
54-2710J Social Protocol
This course is a workshop in which students will role-play various business and social interactions. Students learn the purpose of being entertained in business settings, including invitations to dine with prospective employers, and/or supervisors. Content includes interview preparation, instruction on appearance; the handshake; timing and nature of appropriate small talk; table etiquette, such as proper use of the napkin and silverware. Teaching videos may be used.
1 Credits
Requirements 30 Completed credit hour
54-2711J PR in the Films
PR in Films offers students a close-up view of how the movie industry visualizes and portrays the PR industry and its professionals. The course will center on a series of films including The Sweet Smell of Success through Thank You for Smoking (also may include TV) to illustrate fiction and reality behind the director and/or writer’s point of view and how it shapes public opinion of the profession.
1 Credits
54-2712 Social Media and PR Strategies
Course explains step-by-step process of waging a successful publicity campaign merging online and offline tools and techniques. Publicity is a form of communication, and in today’s world, communication happens online. Students will be introduced to basic media relations strategies and online promotion. This course explores how to use the internet to promote an organization, group, and/or individual and get a website up and running. Students understand strategies for information push and develop guidelines for the kind of information the public should see.
3 Credits
Requisites PREREQUISITES: 54-1700 Intro to Public Relations and 54-2707 Public Relations Issues or 54-2708 Social Change Communications COREQUISITES: 54-2708 Social Change Communications
54-2713 Strategic Media Relations
After an initial, day one grounding in course expectations and background on the evolution of media relations, we’ll dive right into a course that’s been designed to deliver each student understanding and experience in real-life media relations. The course will include the application of concepts from the text, as well as lectures from experts in the field and a visit to one of the top media intelligence providers, Cision
3 Credits
Requisites PREREQUISITES: 54-1700 Intro to Public Relations and 54-1701 Public Relations Writing I COREQUISITES: 54-2707 Public Relations Issues
54-2801 Sports PR & Marketing
Course covers various forms of public relations and marketing to be implemented in a professional career in sports marketing and communications. Students prepare illustrative examples of marketing and promotional programs in the areas of professional and amateur athletics. Course focuses on the preparation and distribution of communications materials pertaining to sports events, individuals, and contests.
3 Credits
Requisites PREREQUISITES: 54-1800 Intro to Sports Marketing
54-2802 Marketing Communication Law
Course teaches students about the legal issues inherent in all aspects of marketing communication: advertising, public relations, and marketing. Students will learn why it is critical to understand the laws governing marketing communicatin to avoid costly legal mistakes.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2803 Sponsorship for Sports and Live Entertainment
Course intends to provide students with an understanding of the fundamental sponsorship principles and other advanced marketing techniques applied to sports and live events and to present career opportunities therein. Far from being a compromising grant, sponsorship offers a unique opportunity, leveraging the sponsor’s marketing might to spread your name beyond your doors and reach new audiences. In return, a sponsor will rightfully expect more than his or her logo in your program. But as in any marriage, it can only work if the partners are well matched and if they both commit to the relationship.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing and 54-1800 Intro to Sports Marketing
54-2804 Advertising & PR for Sports Mktg
To fully realize the strength of sports as a marketing tool, course will stress the language, attitude, and most popular vehicles used in advertising and promoting sports and sports partnerships.
3 Credits
Requisites PREREQUISITES: 54-1800 Intro to Sports Marketing
54-2805 Niche Communication
This course focuses on the historic, ongoing and growing importance of women as a marketplace presence and the corresponding need for marketing campaigns that are targeted to their sensibilities and demands. Interdisciplinary in scope, this course focuses on the history of media messages that are targeted to women and examines existing and emerging research. It also challenges students to develop a women-oriented demonstration campaign.
3 Credits
Repeatable
Requisites PREREQUISITES: 54-1600 Introduction to Advertising and 54-1601 Consumer Behavior and 54-1700 Intro to Public Relations
54-2900 Introduction to Media
Marketing Communication Department core requirement course introduces the theory and utilization of media for the dissemination of strategic communication messages. Students examine aspects of the process of buying time and/or space in various media vehicles, including newspapers, consumer and business-to-business publications, radio, television, out-of-home, internet, and newly emerging vehicles. Course also focuses on marketing and media plans, budgeting, defining target audiences, time and creative limitations, and the use of research, such as Arbitron and Nielsen.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-2901 Selling and Buying Media
Advertising Concentration/Media Focus elective course covers techniques employed in negotiating and purchasing broadcast and print media. The process of buying broadcast time is covered, from making the initial request for availabilities to negotiating rates to purchasing unwired networks, network and spot television, cable and syndicated television, and radio. The process of buying space in print media similarly entails an initial request for space, rate negotiation, and the purchase decision. Both processes include comparative research and quantitative/qualitative evaluations.
3 Credits
Requisites PREREQUISITES: 54-2900 Introduction to Media
54-2905 Social and Emerging Media
This advertising media course will explore and evaluate digital and emerging media vehicles along with their appropriate measurement tools. Viral, social media, online video, mobile advertising, virtual worlds and other emerging vehicles are just some of the components that will be addressed. At the culmination of the course, students will have developed a comprehensive media plan utilizing interactive and emerging strategies.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing and 54-2900 Introduction to Media
54-2990 Culture, Race and Media
Course enables us to analyze subtle and subliminal messages about culture, race, ethnicity, gender, religion, class, and ability as presented to us through the media. The media–television, film, and print–has a pervasive influence upon how we view the world. Through open discussions of differences, research, and stimulating readings, we will learn who we are and why we view things the way we do. Expected outcomes include new insights into media influence and our responsibility as media makers, a research project, and self-examination of personal cultural and racial identity. Students must have completed 32 credit hours before registering for this class.
3 Credits
PL SS
Requirements 32 Completed Credit Hour
54-3088 Internship: Marketing Communications
Course provides advanced students with an internship opportunity to gain work experience in an area of interest while receiving academic credit toward their degree.
1-8 Credits
Repeatable
Requirements Department Chairperson
54-3089 Internship: Marketing Communication
Course provides students with internship opportunities to gain valuable work experience in an area of interest while receiving academic credit. Graduating seniors find internships invaluable in aiding their job search.
1-6 Credits
Repeatable
54-3098 Independent Project: Marketing Communication
Course is an independent project, designed by the student, with the approval of a supervising faculty member, to study an area that is not at present available in the curriculum. Prior to registration, the student must submit a written proposal that outlines the project.
1-6 Credits
Repeatable
Requirements Department Chairperson
54-3099 Independent Project: Marketing Communication
Course is an independent project, designed by the student, with the approval of the department chair, to study an area that is not at present available in the curriculum. Prior to registration, the student must submit a written proposal that outlines the project. A faculty supervisor will be assigned to oversee the project. Permission of the department chairperson AND a written prosposal are prerequisites.
1-6 Credits
Repeatable
54-3501 Marketing Case Workshop
Advanced marketing course focuses on case study review and discussion. Students apply basic marketing principles to real-life, problem solving situations.
3 Credits
Requisites PREREQUISITES: 54-2500 Intro to Marketing Research
54-3502 Developing a Marketing Plan
Comprehensive course teaches students to prepare a marketing plan for a specific product or service. Student learning builds on the foundations learned in the core marketing courses to formulate a strategic marketing plan. The course will provide a systematic approach that facilitates organization of data, development of strategy, alignment of all plan elements, and measurement of marketing ROI. Upon completion, students will be able to develop a comprehensive, real world marketing plan.
3 Credits
WI
Requisites PREREQUISITES: 52-1152 Writing and Rhetoric II 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 and 54-2900 Introduction to Media or 52-1162 Writing and Rhetoric II- Service Learning 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
54-3503 New Products Marketing
Course serves as a comprehensive study of product development and its components. Material covers new product research, analysis of the consumer market, and distribution channel selection. Students learn how these techniques are applied when marketing tangible and intangible products.
3 Credits
Requisites PREREQUISITES: 54-2500 Intro to Marketing Research
54-3504 Account Exec & Brand Manager
Course focuses on the role of two key marketing positions on the client and agency side of business. Students examine roles and responsibilities of these career options within the context of an integrated marketing environment.
3 Credits
Requisites PREREQUISITES: 54-2500 Intro to Marketing Research
Requirements Department Permission OR
54-3505 Marketing Yourself/Job-Seeking Strategies
Course introduces students to the steps involved in the job search process. Various skills, techniques, and resources for improving job-hunting effectiveness are reviewed. Students develop resumes and cover letters, interview effectively, assess skills and career objectives, and manage the search process. Several guest speakers discuss job-hunting in their particular marketing/advertising areas. Course is required for all Marketing Communication majors who have achieved 60 hours credit.
3 Credits
Requirements 60 Enrolled Hours
54-3506 Portfolio for Marketing
This Marketing Studies course highlights strategic thinking and problem-solving, and assists the marketing student in preparing a portfolio for interviews in brand management, agency account services, media, research, sports marketing and allied fields.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing and 54-1501 Promotional Marketing and 54-1503 Intro to Sales Management 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 and 54-2900 Introduction to Media and 54-3501 Marketing Case Workshop and 54-3502 Developing a Marketing Plan COREQUISITES: 54-3505 Marketing Yourself/Job-Seeking Strategies
54-3506J Money Matters - Introduction to Personal Finance
This course is designed for young adults who are transitioning to the ‘real world’ and want to control and understand their finances. It is important to understand how to create a budget and work within a budget in a personal and professional capacity. To achieve one’s goals of a dream job or one’s own business, it is essential to understand the basic financial aspects of managing one’s life. This class will not require math or any type of financial knowledge; instead, a student simply needs a desire to learn how to control their money and their financial destiny.
1 Credits
54-3507 Marketing for Social Entrepreneurs
Can marketing fix broken communities? Can it un--sell gang culture? Can it help provide clean water in Africa? Can it be used to fix race relations in the US? How might we manage scattered resources to solve social problems? This course takes a look at the “how’s” and “why’s” of marketing communications as they may be used to make our society a better place to live. Students in this course will look at how strategic marketing can focus on an organization’s mission and vision, grab attention, engage its audience, and ultimately move the audience into an intended action. Upon completion of this course, students will understand the application of integrated marketing communication to solve non-traditional marketing problems.
3 Credits
54-3535 Global Marketing
Course investigates the ways marketers adapt or redesign their product, packaging, price determination, and distribution for diverse markets throughout the world. Students will explore the local differences, including culture, economy, politics, and geography, that must be factored into any global marketing initiative.
3 Credits
GA
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 and 54-2900 Introduction to Media
54-3570 Communication Tools for Business
Course is a hands-on study of the tools marketers use to communicate internally and externally: conference reports, business letters, memos, voice mail greetings and messages, on-hold messages, newsletters, presentations, PowerPoint, and meetings. Students will replicate actual business situations by turning ideas and concepts into actionable projects.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing and 54-1600 Introduction to Advertising and 54-1700 Intro to Public Relations
54-3601 Copywriting & Popular Culture
Course teaches students how to develop advertising campaigns that are informed with relevance to contemporary trends in culture. Exercises challenge students to discern trends in popular thought and expression, then develop advertisements that speak to those trends. A variety of materials from diverse sources are used to help students understand and use semiotic methods in the creation of advertisements.
3 Credits
54-3602 International Advertising Techniques
Course challenges students to develop advertising campaigns targeted to consumers in individual foreign countries, in sets of foreign countries, and globally. Course is taught within the framework of marketing theory and integrates principles of social anthropology to provide students with a working definition of culture. Students learn to assess cultural differences to which advertising executives must be sensitive.
3 Credits
GA
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-3603 Copywriter/Art Director Team
Offered jointly by the Art & Design Department and the Marketing Communication Department, course teaches students to work in copywriter/art director teams to develop advertising campaigns. Reflecting standard advertising agency practice, this course sensitizes students to the interdisciplinary nature of the creative process.
3 Credits
Requisites PREREQUISITES: 54-1605 Advertising Copywriting I and 54-2601 Advertising Workshop
54-3604 Creative Portfolio Development
Course teaches students how to develop a professionally viable advertising campaign portfolio. Course culminates in the students’ presentations of their portfolios before a review panel made up of advertising agency executives and professional recruiters. The final portfolio will have original, integrated campaigns, one-shot ideas, and non-traditional elements.
3 Credits
Repeatable
Requisites PREREQUISITES: 54-1605 Advertising Copywriting I
54-3605 Advertising Campaign Practicum I
Capstone course offers the ultimate hands-on approach to utilizing principles learned in all concentrations across the Marketing Communication curriculum. As part of the American Advertising Federation, students develop a strategic integrated campaign for a corporate client that includes advertising, marketing, and public relations. The two-semester course culminates at the National Student Advertising Competition, where students pitch the campaign before a review panel composed of advertising agency executives and other professionals in the communications industry.
6 Credits
Repeatable
Requisites PREREQUISITES: 54-2500 Intro to Marketing Research
Requirements Department Chairperson
54-3606 Advertising Campaign Practicum II
Capstone course offers the ultimate hands-on approach to utilizing principles learned in all concentrations across the Marketing Communication curriculum. As part of the American Advertising Federation, students develop a strategic integrated campaign for a corporate client that includes advertising, marketing, and public relations. The two-semester course culminates at the National Student Advertising Competition, where students pitch the campaign before a review panel composed of advertising agency executives and other professionals in the communications industry.
6 Credits
Repeatable
Requirements Department Permission
54-3620 Topics in Marketing: Visuals for Communication
Course teaches students how to think visually and express visual concepts. We live in a visual world, and sound marketing communication is based as much on visuals as it is on words. Drawing ability is not necessary.
1 Credits
Repeatable
Requirements 2.70 GPA required
54-3670 Semiotics for Creators of Popular Culture
Writing-intensive course explores the study and use of semiotics (or symbolic meaning) in the development of advertising and other creative works that contribute to the content of popular culture. Interdisciplinary in scope, the course explores how advertising uses symbolic language from diverse disciplines such as literature, cinema, television, performing arts, architecture, fashion, and other fields that shape the overall popular culture.
3 Credits
WI Repeatable SS
54-3672 Topics in Advertising
Course gives students the opportunity to explore timely issues that are integral to their liberal arts education overall and conducive to their specific career path.
1 Credits
Repeatable
Requirements 2.0 GPA required
54-3675 Buzz In Marketing Communication
Course teaches students to appreciate, analyze, and utilize the pop culture phenomenon of buzz (word of mouth) as a dynamic in advertising. Although originally intended for students in the Marketing Communication disciplines, this course’s focus on innovation diffusion theory within the context of human interaction in society at large renders it highly appropriate for students in other disciplines.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing
54-3701 PR Presentation Skills
Course emphasizes verbal skills, from selling ideas to developing an effective public presence before various audiences. Students learn techniques used by public relations professionals to guide others in presenting themselves on radio and television. This is an advanced-level course but without prerequisites. It is highly recommended for students in other majors and concentrations. Qualifies for Gen Ed (SP) credit.
3 Credits
SP
Requisites PREREQUISITES: 52-1151 Writing and Rhetoric I or SAT (Scholastic Aptitude Test) score >= 710 or ACT (American College Test) score >= 30
Requirements 60 Enrolled Hours
54-3702 PR Campaigns
Course teaches students to create PR plans that address hypothetical and actual scenarios. Each student is guided through the development of an individual portfolio suitable for presenting to prospective employers, which may incorporate coursework from previous courses, such as Public Relations Writing. In this workshop course, students also may visit PR agencies, meet the agency decision-makers, and discover firsthand how agencies function.
3 Credits
Requisites PREREQUISITES: 54-1701 Public Relations Writing I and 54-2500 Intro to Marketing Research and 54-2900 Introduction to Media or 54-2701 PR Cases & Crisis Communication
54-3703 PR Activism and Organizing
Course explores progressive public relations and how political activism and community organizing calls for different types and channels of communication. From the election of Barack Obama as president to raising awareness of specific issues, grassroots strategies and tactics can be used to create social change. This class will help students recognize and develop an issue they can feel passionate about, while giving them real-world techniques to show how they can participate in social and political change.
3 Credits
Requisites PREREQUISITES: 54-2705 Political & Government PR or 54-2707 Public Relations Issues
54-3704 Employee Engagement
The course focuses on applying the principles of integrated marketing communications to the employee audience with the goal of building internal brand loyalty as a method of achieving business strategy. Through open discussions, case studies, research, stimulating readings and guest speakers in the discipline students will learn how some of the world’s most successful organizations including Southwest Airlines, Whole Foods and Best Buy engage their employees to help grow market share and build world-class brands. Expected outcomes include new insights into the untapped potential of the internal audience to shape customer and public perception and the development of tactics to leverage this influence. Students will develop an internal communications portfolio using both social media and traditional media.
3 Credits
Requisites PREREQUISITES: 54-1700 Intro to Public Relations and 54-1600 Introduction to Advertising and 54-2500 Intro to Marketing Research and 54-1701 Public Relations Writing I and 54-2708 Social Change Communications and 54-1500 Introduction to Marketing
54-3705 Debate and Individual Events
Course is an introduction to problems and principles involved in arguing and debating. Students develop the analytical tools for argumentation while examining the techniques and applications of debate. Individual events are interpreted and analyzed with the intention of conveying an author’s meaning to an audience in a competitive environment.
3 Credits
SP
Requisites PREREQUISITES: 52-111
Requirements Permission of Instructor
54-3706 Communicating with an Angry Public
Course brings together the foundational learnings of Crisis Communications (54-2701) and 54-2708 Social Change Communication. Students will learn strategies and tactics to address angry groups when there are fundamental disagreements about what’s right and what’s morally acceptable. It addresses situations where an organization has a proactive position, and legitimate reasons to go ahead despite strong public opposition, particularly in instances where social justice may have been denied specific groups. Course is different from Crisis Communication which arises as a result of a mistake or an accident. It marries concepts of Social Change to higher-level communication strategies based on a mutual gains approach to conflict resolution.
3 Credits
Requisites PREREQUISITES: 54-2701 PR Cases & Crisis Communication and 54-1700 Intro to Public Relations COREQUISITES: 54-2701 PR Cases & Crisis Communication and 54-2708 Social Change Communications
54-3707 Global PR
Through research, course will investigate how contextual influences and cultural variations in communication styles impact the success (or not) of public relations initiatives within a host country. Global public relations encompasses economic, social, and political realities. It is communicating within cultural contexts. To be effective in the global market, Americans must understand the language of how business is conducted, especially in emerging markets like China and India, and how the Middle East affects global business markets. Public relations today is conducted in a global village made smaller by communication technology.
3 Credits
GA
54-3708 Topics in Public Relations
Topics courses offer the opportunity to explore specialized areas of PR, examine current trends in the practice, and gain knowledge of emerging principles. Courses may include reputation management, stakeholder and media relations, etc.
1 Credits
Requirements 2.70 GPA required
54-3709 Humor as Political Communication
Using research and methods of analysis, this course will investigate audience reactions to political comedy from pre-Revolutionary days through contemporary campaigns. We will examine how humor and comedy affect the media agenda to makes the political candidate accessible; how issues in politics and government are represented by animated television programs to influence public action; and, how politics and politicians are influenced by humor. We will question how late-night comedy has replaced traditional media as a source of news for Millennial Generation voters, and the rationale these voters use for rejecting or accepting the party’s candidates.
3 Credits
Requirements 60 Credits Completed
54-3710L Survey Entertainment Business (LA)
This course meets in Los Angeles. It introduces students to the trade communication vehicles central to the marketing and public relations activities associated with the film and entertainment industries. It provides an introduction to trade media as a form of research and discusses select themes reflecting areas of student interest for workshop projects. Student may elect to focus on individual film productions or trends in entertainment publicity.
4 Credits
54-3711L Entertainment Marketing Communication (LA)
This course meets in Los Angeles. It covers all forms of entertainment marketing and publicity, including how to prepare a marketing and publicity campaign for industry events and products. It offers an overview of employment opportunities in entertainment marketing communication and provides regular interaction with industry leaders through guest lectures and field trips.
4 Credits
54-3712L Entertainment Marketing Communication Workshop (LA)
This course meets in Los Angeles. It challenges students to conduct appropriate research, planning, development, and creation of a marketing/publicity campaign for a select product in the film/entertainment field.
4 Credits
54-3800 Directed Study in Sports Marketing
Course consists of learning activities involving student independence within the context of regular guidance and direction from a faculty advisor. Directed Studies are appropriate for students who wish to explore a subject beyond what is possible in regular courses or for students who wish to engage in a subject or activity not otherwise offered that semester by the College. They involve close collaboration with a faculty advisor who will assist in development and design of the project, oversee its progress, evaluate the final results, and submit a grade.
3 Credits
54-3805 Branded Entertainment Practicum
In this cross-disciplinary course, students will gain an invaluable production, branding and social media strategy experience, in addition to work on a real client project. They will partner with a local small business owner and develop, produce and launch an online branded entertainment video series. The semester will start with an overview of best practices in branded entertainment in the digital age. Successful projects will be screened and discussed. All students will research local businesses and brainstorm how an online video series could help them find the right audience, energize customers or create a conversation surrounding their product or service. One local business will be selected and the class as a group will partner with the owner in creating a branded entertainment online video series. Through a series of brainstorming sessions and pitches students and the business owner will develop a show idea, and a social media strategy for its distribution. In the second half of the semester students will work on pre-production, production, post-production and distribution of a 3-part branded online video series.
3 Credits
Requisites PREREQUISITES: 54-1500 Introduction to Marketing and 54-1600 Introduction to Advertising and 54-2510 Brands & Branding or and 54-1600 Introduction to Advertising and 54-1605 Advertising Copywriting I
54-3810 Applied Consumer Insights
Advanced Marketing Communication course delves deep into the WHY of consumer behavior via qualitative research techniques (e.g., ethnography, shopping tag-alongs, mini depths, family interviews, projective techniques, diary/journaling work etc.). Students work with consumers, seeking brand insights to better inform integrated marketing decisions (e.g., marketing, PR, advertising, sports marketing, etc.). This human behavior course is highly recommended for future marketing professionals, PR practitioners, strategic planners, advertisers etc. and is designed to complement Applied Marketing Intelligence, a quantitative marketing research course.
3 Credits
Requisites PREREQUISITES: 54-1601 Consumer Behavior and 54-2500 Intro to Marketing Research
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