Course Schedule for Summer 2019


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MPMC-900-40

Capstone

During this final course, students will apply the comprehensive skills they have built throughout their study of the concept and practice of integrated marketing communications. After identifying and securing a company or organization of their choosing, students will respond to a marketing communications challenge by creating a well-researched, creative, integrated plan that exemplifies their development as IMC professionals. Students will be able to choose clients based on their personal interests or aimed at continuing the social impact mission of the program. Consumer research is the heart of the IMC planning process and students are required to develop their creative insights from original research. Throughout the semester, multiple forms of assessment—including quick-fire challenges, written projects, an ethical response paper, a final plan, and a strategy pitch—track and evaluate each student's level of competency in all IMC program learning goals.

Note: Students must have completed the core/foundation courses (MPMC 500, 600, 602 and 603) to register for this elective course. Students may only take this course in their final semester within the program. This course requires an additional 180 minutes of instruction.

  • Course #: MPMC-900-40
  • CRN: 16096
  • Format: On-campus
  • Instructor: Zajack, W.
  • Dates: May 20 – Aug 18, 2019
  • Class Meetings:

MPMC-714-40

Conflict Negotiation

The purpose of this course is to provide students with an understanding of current negotiation theory and practice. Students will study negotiation theories, research and techniques. As a result of taking this course, student will have an understanding of how to negotiate effectively in transactions, as managers, and to build effective teams. The materials for this course will be consist of readings, negotiation scenarios, and real-life examples. Students will engage in actual negotiations, intensive discussion, individual and group presentations and projects, and close reading of assigned texts and other materials. Students will have an opportunity to explore negotiation theory and practice in order to develop their own strategic approaches to negotiations.

Note: Students must have completed the core courses (MPMC 600 and 602) to register for this elective course. Please note: This course requires a subscription to a scenario platform to complete coursework. Students can anticipate an overall associated expense of approximately $100. Access instructions will be provided in the syllabus.

  • Course #: MPMC-714-40
  • CRN: 17098
  • Format: On-campus
  • Instructor: Borke, S.
  • Dates: May 20 – Aug 18, 2019
  • Class Meetings:

MPMC-600-40

Consumer Research & Insights

This course is a foundational component of the integrated marketing communications (IMC) program. The course builds student knowledge of research approaches and techniques, equipping them to keep consumer interests and needs at the center of integrated campaigns. Students will learn how to design, interpret, and apply primary and secondary research techniques used in campaign development, execution, and evaluation. Topics include how to locate and mine existing databases and resources; best practices for designing and executing surveys, in-depth interviews, focus groups, and observational studies; and how to incorporate digital tools and emerging technologies as part of an overall research plan. Focus will be placed on how to develop meaningful insights from research to guide audience segmentation and targeting, message strategies, creative development, and channel selection. The course combines textbook learning with real-world examples and applications so that students can experience research in practice.

Note: Foundation course requirement for the IMC program.

  • Course #: MPMC-600-40
  • CRN: 16068
  • Format: On-campus
  • Instructor: Santelli, R.
  • Dates: May 20 – Aug 18, 2019
  • Class Meetings:

MPMC-704-40

Content Strategy

In response to changing consumer expectations, marketing has become less about paid advertising and more about providing value-added content to attract and retain customers. It is no longer acceptable to speak at customers; rather, they expect to be engaged in conversation around topics that they are interested in. Moreover, the addition of new web-based and social channels has created demand for large amounts of new content. Students in this course will work with clients to develop content tailored to a specific target audience. They will learn how to create a cross-channel content plan and build a portfolio of content samples for web stories, social media, email newsletters, and other channels.

Note: Students must have completed the core/foundation courses (MPMC 600 and 602) to register for this elective course.

  • Course #: MPMC-704-40
  • CRN: 16097
  • Format: On-campus
  • Instructor: Franklin Parrish
  • Dates: May 20 – Aug 18, 2019
  • Class Meetings:

MPMC-500-140

Conversations About Ethics

The process of educating the whole person starts with the study of ethics. The concept of IMC requires practitioners to look across multiple communications disciplines and consider each one’s unique challenges. At the same time, the practitioner holds the consumer’s wants and needs as the guiding force for planning. Looking at ethics through a professional lens, students are asked to explore their own values and are challenged to codify and commit to their own code of ethics in relation to a broad range of professional codes of conduct and best practices. Students will gain a solid foundation in ethics and relate what they learn to their own professional situation through class discussions, case studies, and guest lectures conducted by industry experts. This course is required for all MPS students and must be completed within the student's first few semesters in the program. Foundational concepts in ethics are woven throughout the program’s other courses and revisited throughout a student’s tenure.

Note: Core course requirement for the IMC program. A minimum grade of "B" is needed to pass.

  • Course #: MPMC-500-140
  • CRN: 16082
  • Format: Online
  • Instructor: Thomas, S.
  • Dates: May 20 – Aug 18, 2019

MPMC-878-40

Design for Communicators

This course teaches foundational and practical applications of visual communication in the digital environment. Students learn to apply basic typography, color strategies, digital imaging, and design principles to critiquing as well as creating visual content. Students should have basic working knowledge of Adobe InDesign, Photoshop and Illustrator to take this course.

Note: This course is cross listed with MPPR 778. Students must have completed the core courses (MPMC 600 and 602) to register for this elective course. This course requires an additional 180 minutes of instruction.

  • Course #: MPMC-878-40
  • CRN: 15780
  • Format: On-campus
  • Instructor: Wang, X.
  • Dates: May 20 – Aug 18, 2019
  • Class Meetings:

MPMC-806-140

Dig. Analytics & Measurement

This course examines the processes for gathering, interpreting, and presenting compelling digital data. Students will learn to use digital public opinion polling, specialized reports, social media platforms, digital analysis tools, and news aggregators to explain market research, audience trends, and social conversations. Students will also create data visualization tools to streamline data presentation into succinct, engaging formats.

Note: Students must have completed the Foundation courses (MPMC 600 and 602) to register for this elective course. This course is cross listed with MPPR 506-140.

  • Course #: MPMC-806-140
  • CRN: 16562
  • Format: Online
  • Instructor: Piccorossi, M.
  • Dates: May 20 – Aug 18, 2019

MPMC-865-62

Global Immersion:Digital Strat

As professional communicators and marketers, employers and the clients we work for are either global organizations or working with global customers or partners. This requires students to go beyond their regional knowledge of the evolving communications and marketing landscape to embrace a truly global view of communications in order to create solutions that reaches the right people in the appropriate ways. The course culminates in an intensive week-long, hands on engagement in Dublin, Ireland, during which student teams will respond to the specific needs of real clients by developing and presenting their insights and strategies.

Note: Students must have completed the core-foundation courses (MPMC 600 and 602) to register for this elective course. This course is cross-listed with MPPR-865-40. Registration requires an application and special approval from the IMC program. Travel requirement and fee connected to this course. No fee refunds. Students are required to be on-site in Paris, France for daily June 30-July 6, 2019 study tour.

  • Course #: MPMC-865-62
  • CRN: 16575
  • Format: On-campus
  • Instructor: Zajack, W.
  • Dates: May 20 – Jul 13, 2019
  • Class Meetings:

MPMC-602-40

IMC Campaign Planning

In today's ever-fragmented media world, it's never been harder, or more important, to develop a strong, integrated brand strategy to connect with people. From soft drinks to computers to the presidential election campaigns, managing a brand relationship with your audience is critical. In this class, students will learn how strategies are developed and explore how different communications disciplines can and should work together. You will learn the principles and practice of developing an integrated marketing communications plan using the Georgetown model – a building block for success in MPS IMC and in your career. There will be an emphasis on thinking creatively and strategically about business problems, as well as the importance of humanity and intuition in a data-driven world.

Note: Foundation course requirement for the IMC program. A minimum grade of "B" is needed to pass.

  • Course #: MPMC-602-40
  • CRN: 15434
  • Format: On-campus
  • Instructor: Bhargava, S.
  • Dates: May 20 – Aug 18, 2019
  • Class Meetings:

MPMC-703-140

In Search of the Big Idea

The search for the "Big Idea" is part of advertising legend. But how relevant is this quest in a time of data-driven decision making? And how does this play out across today’s noisy media landscape? In this course, students will learn the communication building blocks of strategy, insights, and ideas. Starting with research-based insights that lead to a strategy, students will have the opportunity to flex their creative muscles to generate "big ideas.” At the end of the class, students will gain experience in balancing creativity with strategy in ways that will move audiences.

  • Course #: MPMC-703-140
  • CRN: 16561
  • Format: Online
  • Instructor: Koslow, A.
  • Dates: May 20 – Aug 18, 2019

MPMC-773-40

Internship I

This one-credit course is designed to give credit for students doing an internship with an organization that requires them to receive credit. The internships should be substantive and have the goal of providing relevant industry experience, portfolio items or other professional work for students to use when looking for jobs. This course is also meant as a way to help support students who are doing internships. Students are expected to check in every week with the instructor about their experience so that the instructor can give guidance for the internship and for working within a professional organization.

Note: Extensive, documented academic activity and experimental learning outside the classroom (min. 6-8 hours/week) required. Needs Department Approval

  • Course #: MPMC-773-40
  • CRN: 16993
  • Format: On-campus
  • Instructor: Garcia, G.
  • Dates: May 20 – Aug 18, 2019
  • Class Meetings:

MPMC-774-40

Internship II

Note: Extensive, documented academic activity and experimental learning outside the classroom (min. 6-8 hours/week) required. Needs Department Approval

  • Course #: MPMC-774-40
  • CRN: 16992
  • Format: On-campus
  • Instructor: Garcia, G.
  • Dates: May 20 – Aug 18, 2019
  • Class Meetings:

MPMC-603-140

The Brand Concept

What is a brand? What is the definition of a great brand? Why do some brands survive generation after generation while others fail after a short shelf life? This course will explore the core principles of branding. You will learn how brands compete in an environment full of choices for consumers, and the tactics they employ to be best in class. Using a consumer-centric approach, you will learn how to think critically and creatively about measuring, sustaining, building, and defending brands in today’s competitive environment.

Note: Foundation course requirement for the IMC program.

  • Course #: MPMC-603-140
  • CRN: 16085
  • Format: Online
  • Instructor: Koslow, A.
  • Dates: May 20 – Aug 18, 2019

MPMC-701-140

The Creative Brief

The creative brief is the road map to a powerful IMC campaign. What does it take to marry business concerns with creative considerations? In this course, students will learn how to navigate this delicate balance and bring both sides of their brains to this important task. There are a number of different formats for creative briefs that make the job easier. Students will learn about the core components of a creative brief and gain exposure to different approaches, particularly those adopted by creative agencies. At the end of the course, students will appreciate that a strong creative brief is only as good as the consumer insights that drive it.

  • Course #: MPMC-701-140
  • CRN: 17008
  • Format: Online
  • Instructor: Handloff, R.
  • Dates: May 20 – Aug 18, 2019

MPMC-895-40

The Storytelling Lab

History has shown that stories and storytelling are inextricably linked to what it means to be human. Before we had formal communication, storytelling was the method through which we made sense of the world and that core function of the phenomenon has never changed. We dream in stories, buy products and support charitable causes because of stories, vote for candidates in part because of their storytelling ability, and, yes, even close our office doors and gossip thanks to the help of stories! This experiential and client-facing course will provide students with an opportunity to think critically about the endless ways in which storytelling can be utilized in modern ways for both professional and personal usage and then apply that knowledge through practical applications. To help them do so, students will work with a variety of clients, engage with guest storytellers and attend local field trips in order to analyze, create and practice a wide range of storytelling strategies.

Note: Must be enrolled in one of the following Majors: Integrated Marketing Communications. The prerequisites are MPMC 600 Consumer Research & Insights and MPMC 602 IMC Campaign Planning.

  • Course #: MPMC-895-40
  • CRN: 17054
  • Format: On-campus
  • Instructor: Trybus, J.
  • Dates: May 20 – Aug 18, 2019
  • Class Meetings:

MPMC-715-140

User Experience

Today, visuals need to engage customers by offering an exceptional experience that people can identify with, purchase, and enjoy. This course provides an overview of user experience (UX) design, the role of research in a design process, and UX design approaches, including archetypes, storyboards, customer journey maps, and empathy maps.

  • Course #: MPMC-715-140
  • CRN: 17104
  • Format: Online
  • Instructor: Schmidt, S.
  • Dates: May 20 – Aug 18, 2019