Communication
Courses:
Marketing Analytics
Catalog Description
Web analytics is the measurement, collection, analysis, and reporting of Internet data for marketing decision-making. This course explores the current use of a variety of analytical tools to understand and optimize web usage. Students will be introduced to the gamut of web analytic tools and learn their use, how to read, understand, and apply them in tracking market patterns.
Learning Outcomes
At the end of the course, students will be able to:
- Utilize web/social/email analytics platforms such as Google-Analytics
- Develop an understanding of web intelligence and business analytics terminology
- Demonstrate an ability to apply search-engine-optimization (SEO) techniques
- Identify the supportive relationship between SEO and analytics methods
- Execute web intelligence to improve the outcomes of marketing or business plans
Media and Culture I
Catalog Description
This course is an introduction to the function and impact of mediated and mass communication in society. This course explores the history and contemporary landscape of radio, television, and film. Related mass communication theories, new technologies, media effects, and ethical issues are addressed.
Learning Outcomes
At the end of the course, students will be able to:
- Understand the history and progression of the mass media forms of radio, TV and film.
- Understand the evolving nature of the economic landscape of the current digital media climate.
- Explore the function and impact of mass communication in society.
- Define, identify and apply a number of communication theories.
- Address current ethical issues in mass communication.
- Demonstrate progress in strengthening analytical and critical thinking skills.
Social Media: Theory and Practice
Catalog Description
This course will provide an overview of the role of social media in society. The course will use a research-based focus to examine the internet and digital communication technologies, exploring their intersection with other aspects of communication. Historical, cultural, and theoretical facets of social media are also covered. Students will evaluate strategies for effective uses of social media. Additionally, students will be expected to utilize social media clients and participate in online communities.
Learning Outcomes
At the end of the course, students will be able to:
- Understand the historical foundations behind the emergence of social media.
- Evaluate, analyze, and synthesize research and theory on social media.
- Understand the cultural, economic, and ethical dynamics of online participation.
- Actively engage and responsibly collaborate using social media platforms.
- Identify and employ best practices for online communication in his/her area(s) of interest.
- Self-assess her/his social media activity in order to foster more professional and ethical behaviors.
Social Impact of the Media
Catalog Description
This course examines the role of media in modern culture. Students examine how media potentially impacts the development of beliefs, attitudes, and behavior. Students additionally engage in complicated examinations of media texts and their connections to appropriate political, social, and economic issues.
Learning Outcomes
At the end of the course, students will be able to:
- Identify how audiences might make meaning of media
- Demonstrate an understanding of the potential impact of media on consumers and culture
- Articulate an awareness of contemporary issues in media production and consumption
- Demonstrate an ability to examine media from a critical cultural viewpoint
- Apply media effects theories to the examination of media
Media Ethics
Catalog Description
This course provides an overview of the ethical conflicts faced in contemporary society by media professionals. Through the application of various ethical frameworks, students consider the traditional and contemporary problems of expression and dissemination of information in a converged world.
Learning Outcomes
At the end of the course, students will be able to:
- Articulate their understanding of ethics
- Demonstrate an awareness of ethical issues
- Explore the ethical/moral dilemmas faced by communications professionals
- Examine the legal, regulatory, and ethical frameworks that guide communication professionals
- Demonstrate development in critical thinking and analytical skills
Creative Portfolio Development
Catalog Description
This course requires students to conduct in-depth evaluation of their portfolio of work within the marketing communication major. Students reflect on the importance of aesthetics and using the portfolio to persuade while mastering the professionally vital skills of revision, creating a digital presence, honing presentation skills, and engaging in the rigorous critiquing process so integral to the marketing communication field.
Learning Outcomes
At the end of the course, students will be able to:
- Assess past work to evaluate strengths, weaknesses, and areas of potential growth
- Create new work and/or revise past work for professional portfolio
- Employ the theoretical principles of creativity to produce innovative work
- Create a digital presence for professional portfolio and personal brand
- Present and articulate strategic thinking in portfolio
Introduction to Multimedia Narrative
Catalog Description
This foundational course engages students in exploring, discussing, and evaluating multimedia stories produced by and for diverse populations. Students also learn about and practice the digital techniques and narrative devices required to produce multimedia narratives.
Learning Outcomes
At the end of the course, students will be able to:
- Create multimedia narratives.
- Analyze the current state of multimedia narrative.
- Identify and use tools and techniques for multimedia narrative.
- Synthesize differences between traditional narrative styles and digital narrative styles.
- Demonstrate an understanding of the different uses of multimedia narratives.
Introduction to Computer Graphics
Catalog Description
Digital computer graphics are at the heart of today’s visual communications, and this course introduces students to the digital tools, hardware, and resources available for creating, editing, and combining them effectively. Using core tools in the Adobe Creative Suite, students will learn the ins and outs of layout and composition, vector illustrations, and pixel-based graphics. Projects will cover techniques for conveying style, messaging, and visual form across varying layouts, formats, and sizes.
Learning Outcomes
At the end of the course, students will be able to:
- Become fluent with the use of computer-aided tools and techniques and to learn to integrate these tools with art and design skills to develop a higher degree of visual literacy.
- Explore various aspects of image creation on the computer, including image production and manipulation, artificial intelligence, color, typography, and video editing.
- Develop various operating skills and proficiency in the use and knowledge of Adobe Photoshop, Illustrator, InDesign, Premiere, Firefly and other relevant AI image resources for photography and video.
- Learn new art & design terminology specific to the visual communications field.
- Build and apply design skills such as typography, layout, color, composition, illustration, and editing.
- Critique and analyze examples of digital communication, personal work, and the work of others.
- Utilize various input and output devices, digital cameras, digital printing devices.
- Pay attention to the design concerns and responsibilities of using the computer as a creative tool.
Creative Thinking and Practice
Catalog Description
This course explores the emerging field of creativity studies. Drawing on research and theories from the fields of psychology, sociology, business, advertising, the visual and performing arts, and more, students will explore concepts such as “Big C” creatives and what personality traits often indicate highly creative individuals, while also considering “systems perspectives” of creativity and what underlies particularly creative societies. Students will enhance their own creativity, especially as they consider their own disciplines and future professions.
Learning Outcomes
At the end of the course, students will be able to:
- Explain cultural beliefs around creativity throughout history from the ancient Greeks to the future of generative artificial intelligence.
- Describe the theories and findings of key researchers in the emerging field of creativity studies such as Wallis, Amabile, Guilford, Csikszentmihalyi, Costa & McCrae, Davis, Carson, Vogel, Baron, and Andreasen.
- Utilize the core tenets of effective, complex problem solving through methods such as DeBono’s Six Thinking Hats, principles of Janusian thinking, the practice of design thinking, and other strategies.
- Apply the interdisciplinary principles of creativity studies to students’ majors and professional industries.
- Develop a plan to enhance personal creativity with research-driven techniques and practices.
Intercultural Communication
Catalog Description
This course is an exploration of the interdisciplinary field of intercultural communication. Emphasis is on increasing communicative competencies in cross-cultural settings. Drawing from the fields of anthropology, communication, linguistics, psychology, and sociology, this course is designed for students who wish to gain the practical skills necessary to communicate effectively in today’s interdependent international community.
Learning Outcomes
At the end of the course, students will be able to:
- Identify and articulate one’s own cultural “self”.
- Develop working definitions of culture and intercultural competence.
- Demonstrate awareness of and appreciation for one’s own and others’ cultural patterns.
- Demonstrate ability to understand basic assumptions and issues of intercultural communication and cross-cultural human relations in both domestic and global contexts.
- Identify the components of and barriers to effective intercultural communication.
- Develop a skillset to communicate effectively in intercultural settings.
- Utilize intercultural approach in personal and professional lives, including corporate, educational, and other organizational contexts.
Advertising Fundamentals
Catalog Description
An introductory course on the basic principles and practices of advertising. The focus will be on the history and effects of advertising on society and culture. This course also explores how to plan and implement advertising programs through effective research, strategic planning, segmenting target audiences, creative copywriting and design, and understanding media planning and buying.
Learning Outcomes
At the end of the course, students will be able to:
- Understand how advertising works and persuades
- Understand what it means to be a consumer culture and how advertising is central to our cultural language
- Comprehend the role of advertising in an integral marketing communications program
- Grasp how advertising agencies work
- Plan, implement and evaluate advertising programs
- Recognize the importance of target audiences in developing campaigns and media plans
- Articulate the strengths and limitations of print, broadcast and digital media
- Practice proven techniques for design and copywriting
- Understand how research, testing and the science of consumer behavior influence the development of effective advertising
- Understand ethical issues relating to advertising
- Recognize the challenges of advertising in the face of the digital revolution, changing domestic demographics, and shifting global markets
Public Relations
Catalog Description
Overview of basic principles, concepts, and relationship of theory to practice. Special emphasis on role in society, public opinion, effective strategies and tactics, process, identification of publics, publicity techniques, and effective use of media.
Learning Outcomes
At the end of the course, students will be able to:
- Distinguish between PR, advertising, and marketing, and explain how these disciplines are interconnected.
- Understand the history and theory that are the foundation of modern public relations.
- Explain the four-step PR process.
- Write press releases in a format and style suitable for publication.
- Identify the components of a typical press kit.
- Interview a PR professional as part of a team project with one other classmate and present findings to the class. What did you learn?
- Work as part of a team of three or four classmates to create a PR campaign with media kit for presentation to the class as a final project.
- Recognize the importance of effective media targeting and strong media relations.
- Know the roles that PR plays in business, non-profits, and government.
- Understand the special challenges of PR communications in times of crisis.
- Appreciate the legal and ethical issues surrounding the PR practice and identify when PR is being misused.
Promotional Writing and Editing
Catalog Description
Application of copywriting for print, broadcast, and digital marketing communication. Includes integration of copy and graphics, media advantages and restrictions, amplification, proofing, and style, and use of rhetorical devices in the planning and development of advertising campaigns to meet specific client objectives.
Learning Outcomes
At the end of the course, students will be able to:
- Analyze promotional communication types, strategies and objectives
- Interpret research in ways that inform the creation of promotional content
- Demonstrate proficiency in idea generation and copywriting for different media
- Utilize emerging technologies like generative AI (artificial intelligence) to edit for more effective writing while guarding against potential pitfalls
Strategic Media Planning
Catalog Description
Students learn the planning process used to develop a marketing campaign. Utilizing research and data, students develop effective marketing planning. After studying case studies of real-world strategic marketing and media plans, students develop, present, and defend their own strategic marketing and media plans based on specific marketing objectives. The course emphasizes creative problem-solving with hands-on group work that simulates a real-world work environment.
Learning Outcomes
At the end of the course, students will be able to:
- Synthesize secondary research on media and audience
- Use research to inform strategic decisions for planning marketing initiatives
- Identify the best resources for planning for rapidly changing digital and traditional media
- Strategically plan a combination of different integrated marketing communication tools needed to deliver a marketing message to an intended audience
- Research, develop, write, and present strategic marketing plans
- Research, develop, write, and present media plans
- Effectively develop, present, and defend decision making and recommendations
- Persuade an audience through effective visual and verbal presentation
Social Media and Marketing
Catalog Description
Students explore the rapidly changing world of social and digital media and how it is applied to the practice of marketing communication. After studying the concepts and theories behind communicating through digital media, students create social media marketing plans to support specific campaign initiatives through the use of these digital media.
Learning Outcomes
At the end of the course, students will be able to:
- Define and understand key concepts in social media marketing.
- Understand the history of social media for marketing purposes.
- Research and evaluate social and digital media marketing strategies and outcomes of various organizations.
- Read, understand and evaluate professional and trade research on social media and marketing.
- Utilize a variety of social media techniques for marketing communication research purposes.
- Understand and utilize various metrics and analytical tools related to social media marketing strategies.
- Research, compose and present a professional analysis of corporate social media use.
Campaign Planning and Client Services
Catalog Description
Advanced study and application of the principles of developing a marketing communication campaign for a client through experiential learning.
Learning Outcomes
At the end of the course, students will be able to:
- Know the differences between a marketing campaign and a public relations one.
- Understand what it means to create a campaign and how to implement a strategy on a client basis and needs.
- Develop and implement a marketing communication strategy to address a clients’ needs.
- Create proper reporting and record keeping throughout the campaign planning process.
- Create engaging deliverables for a campaign in a timely manner.
- Revise work substantially and repeatedly.
- Serve as an effective member of a team and engage in constructive collaborative work.
- Adhere to deadlines.
- Deliver effective and visual presentations.