This course examines the blurring of roles, talents and perspectives between traditional advertising, public relations, digital, and social media - with an eye to taking on tomorrow's marketing and communications challenges. Students will learn to assess what works from creative and strategic points of view in building a compelling brand strategy. Students will recognize and define creative and content strategy as an integral offering in marketing and/or public relations campaign design and development. Guest lecturers will provide context on how the communications industry is evolving and what types of leaders and organizations will be best positioned to thrive in a digital future. Classes are structured around presentations, project work, and discussion accompanying reading assignments and video documentaries. Analysis of digital and integrated campaigns will familiarize students with the basic framework of the evolving communications landscape and the interplay between brand, content and creative strategy.