Program in Master's in Integrated Marketing Communications

Course Schedule for Summer 2017

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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 600 and 602) to register for this elective course. Students may only take this course in their final semester within the program.

  • Course #: MPMC-900-40
  • CRN: 16096
  • Format: On-campus
  • Instructor: Zajack, W.
  • Dates: May 22 – Aug 20, 2017
  • Class Meetings:
MPMC-840-40

Cause Consulting

Cause Consulting is a signature course in the PRCC program. It offers a cohort of students an applied learning experience by working collaboratively in small consulting teams to refine and implement communications plans for social impact clients, such as nonprofits or socially responsible businesses. It's also an opportunity to explore students’ leadership potential to create positive social impact throughout their careers, as they go through a semester-long journey to become consultants. Students who complete the course are recognized with the designation of Cause Consultants, which allows them to participate in exclusive opportunities through the Center for Social Impact Communication (CSIC).

Note: Students must have completed the foundation courses (MPMC 600 and 602) to register for this elective course. This course is crosslisted with MPPR 900. Additional 90 min distance learning required.

  • Course #: MPMC-840-40
  • CRN: 16113
  • Format: On-campus
  • Instructor: Trybus, J.
  • Dates: May 22 – Aug 20, 2017
  • 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 22 – Aug 20, 2017
  • Class Meetings:
  • Syllabus: Download
MPMC-806-40

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

  • Course #: MPMC-806-40
  • CRN: 15439
  • Format: On-campus
  • Instructor: Lukich, M.
  • Dates: May 22 – Aug 20, 2017
  • Class Meetings:
MPMC-881-40

Digital Marketing

In this fast-paced course, we will examine the fundamentals of digital marketing. The course will provide a solid foundation for students to develop a cohesive digital marketing plan, including the strategies, tools and tactics that digital marketers employ. You will learn how to create a digital marketing strategy and translate that strategy into tactical objectives, goals, tasks, and measurements to build brand awareness, drive leads and awareness, and increase sales. Topics include online/display advertising, search engine marketing (organic and paid), social media marketing, content marketing, email marketing, mobile marketing and website development.

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

  • Course #: MPMC-881-40
  • CRN: 16114
  • Format: On-campus
  • Instructor: Britt, A.
  • Dates: May 22 – Aug 20, 2017
  • Class Meetings:
MPMC-773-40

MPS IMC Internship

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: Students must have completed the core courses (MPMC 600 and 602) to register for this elective course. Extensive, documented academic activity and experimental learning outside of the classroom (min. 6-8 hours per week) is required. Program approval is required.

MPMC-890-40

Public Speaking & Pitching

Presenting yourself, materials, and ideas is a daily activity of a communications practitioner. This course will improve your ability to speak effectively in various situations, including speaking impromptu, presenting an idea, explaining extremely difficult subject matter, and persuading people on a volatile issue. More specifically, you will build on and improve the subtleties of delivery, structure, and visual aids. Class exercises focus on audience analysis, strategic presenting, theme development, argument construction, techniques for creating “stickiness,” and effective openings and closings.

Note: This course is cross-listed with MPPR 600-40 MPJO. Students must have completed the core courses (MPMC 600 and 602) to register for this elective course.

  • Course #: MPMC-890-40
  • CRN: 15440
  • Format: On-campus
  • Instructor: Padovano, S.
  • Dates: May 22 – Aug 20, 2017
  • Class Meetings:
MPMC-560-40

Strategic Career Planning

Managing your career and continuing your professional development are cornerstones to success. Whether you are aspiring to your next promotion, searching for a new job, or changing industries, understanding the elements of strategic career planning and professional development will guide you toward your goals. In today’s world economy, learning and implementing these strategic are essential to both personal and professional well being and success. There are specific professional management strategies that will ensure preparedness, markateabability, and competitiveness for your next career move. Each week, we will focus key elements of strategic career development using the previous week’s readings and assignments, and by utilizing class activities that will demonstrate what you have learned. Individual participation and in-class assignments/presentations will be included to enhance the learning experience. This course will provide you with the knowledge and tools that can be customized and applied to your career and your vision for the future.

Note: Additional 3-hour learning component is required. This course is cross-listed with MPPR 560 and MPJO-560

  • Course #: MPMC-560-40
  • CRN: 15419
  • Format: On-campus
  • Instructor: Sunny Levitt
  • Dates: May 22 – Aug 20, 2017
  • Class Meetings:
MPMC-603-40

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. Additional 90 min distance learning required.

  • Course #: MPMC-603-40
  • CRN: 15435
  • Format: On-campus
  • Instructor: Santelli, R.
  • Dates: May 22 – Aug 20, 2017
  • Class Meetings:
MPMC-702-40

The Management of IMC

This course will help students develop a deeper understanding of the business and financial dimensions of integrated marketing communications operations—from both agency and client perspectives. In addition, students will develop skills that will help them contribute to the financial objectives of an organization— whether it’s for-profit, nonprofit, or government. How do communications agencies become financially successful in an ongoing way? How do organizations effectively contract and manage marketing and communication services to achieve strategic objectives? How can a professional communicator contribute to the financial objectives of an organization or an agency, in addition to achieving the marketing and communication objectives? In this course, students will learn skills that will specifically help them to: use and understand financially related concepts and terminology; develop and manage a communications budget; articulate the value of communications-related expenditures and develop return on investment analyses; prepare a budget, write an RFP, and write a proposal; and learn how to sell, purchase, and manage communication services effectively, including project management and client service-related issues.

Note: Students must have completed the core/foundation courses (MPMC 600 and 602) to register for this elective course. Additional 90 min. distance learning component required.

  • Course #: MPMC-702-40
  • CRN: 16098
  • Format: On-campus
  • Instructor: Fiddler, R.
  • Dates: May 22 – Aug 20, 2017
  • Class Meetings:
MPMC-878-40

Visual Communications

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. Upon completion of the course, students are expected to: - Demonstrate a foundational and practical understanding of visual communication; - Discuss major contemporary issues relating to the present and future of visual communication; - Integrate words and visuals effectively into storytelling and communication strategies.

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. Two additional 105 min distance learning components required.

  • Course #: MPMC-878-40
  • CRN: 15780
  • Format: On-campus
  • Instructor: Wang, X.
  • Dates: May 22 – Aug 20, 2017
  • Class Meetings:
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