Program in Master's in Integrated Marketing Communications

Course Schedule for Summer 2018

Show
MPMC-900-140

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 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-900-140
  • CRN: 16563
  • Format: Online
  • Instructor: Zajack, W.
  • Dates: May 21 – Aug 19, 2018
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. Additional 90 min. distance learning required.

  • Course #: MPMC-900-40
  • CRN: 16096
  • Format: On-campus
  • Instructors: Bhargava, S. , Zajack, W.
  • Dates: May 21 – Aug 19, 2018
  • Class Meetings:
MPMC-600-140

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-600-140
  • CRN: 16068
  • Format: Online
  • Instructor: Hildebrandt, U.
  • Dates: May 21 – Aug 19, 2018
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. Additional 90 min. distance learning required.

  • Course #: MPMC-704-40
  • CRN: 16097
  • Format: On-campus
  • Instructor: Franklin Parrish
  • Dates: May 21 – Aug 19, 2018
  • 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 by the second semester 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.

  • Course #: MPMC-500-140
  • CRN: 16082
  • Format: Online
  • Instructor: Thomas, S.
  • Dates: May 21 – Aug 19, 2018
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 21 – Aug 19, 2018
MPMC-806-40   Canceled

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 21 – Aug 19, 2018
  • Class Meetings:
MPMC-881-40   Canceled

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. Additional 90 min. distance learning required.

  • Course #: MPMC-881-40
  • CRN: 16114
  • Format: On-campus
  • Instructor: TBD
  • Dates: May 21 – Aug 19, 2018
  • Class Meetings:
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 Dublin, Ireland for daily July 1-7, 2018 study tour.

  • Course #: MPMC-865-62
  • CRN: 16575
  • Format: On-campus
  • Instructors: Seckler, K. , Zajack, W.
  • Dates: May 21 – Jul 14, 2018
  • Class Meetings:
MPMC-602-140

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.

  • Course #: MPMC-602-140
  • CRN: 16083
  • Format: Online
  • Instructor: Koslow, A.
  • Dates: May 21 – Aug 19, 2018
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. Additional 90 min distance learning required.

  • Course #: MPMC-602-40
  • CRN: 15434
  • Format: On-campus
  • Instructor: Bhargava, S.
  • Dates: May 21 – Aug 19, 2018
  • 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.

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

  • Course #: MPMC-703-140
  • CRN: 16561
  • Format: Online
  • Instructor: Koslow, A.
  • Dates: May 21 – Aug 19, 2018
MPMC-808-40

Photo and Video Storytelling

This course is designed to give the student the ability to communicate in the Video Age--whether for television or the web. We call it storytelling to emphasize the communication of ideas, rather than simply the technical knowledge of shooting and editing video. Students will begin by learning how shots work together, how to write compelling scripts, and how to use audio for best effect. Then students will work with professional camera equipment to develop shooting, lighting, and audio skills. The class will also have hands-on instruction in editing techniques using Final Cut Pro. By the end of the course, students should be comfortable in the video storytelling process--from the flash of an idea, to the finished product on the screen, in the field, and in the studio.

Note: Needs an extra 90-minute session, either online or in-person. This is cross-listed with JO and PRCC.

  • Course #: MPMC-808-40
  • CRN: 16585
  • Format: On-campus
  • Instructor: Knapp, L.
  • Dates: May 21 – Aug 19, 2018
  • Class Meetings:
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 21 – Aug 19, 2018
  • 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.

  • Course #: MPMC-603-40
  • CRN: 15435
  • Format: On-campus
  • Instructor: Santelli, R.
  • Dates: May 21 – Aug 19, 2018
  • 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.

  • Course #: MPMC-702-40
  • CRN: 16098
  • Format: On-campus
  • Instructor: Fiddler, R.
  • Dates: May 21 – Aug 19, 2018
  • 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.

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 21 – Aug 19, 2018
  • Class Meetings:
Next: Faculty Request Information