Course Schedule for Spring 2020

Activating Audiences for Causes

Every cause is driven by it’s supporters — from donors, to volunteer leaders, to advocates. We’ll use the latest in behavioral economics, program analytics, and brain science to show how you can inspire your audiences to support a non-profit cause and do good in the world. This course will explore: - how people are “wired” to support causes, and how to best persuade them to increase their support; - how age impacts what people want from the causes they support; - best practices for strategies and tactics that non-profits (and progressive brands) use to drive support. In the end, students will know how to craft (and evaluate) a pragmatic conversion strategy -- acquisition, conversion, activation, engagement and retention -- that goes beyond just informing and educating, but actually drives behavior.

Note: This course is cross-listed with MPPR 906. Students must have completed the core and foundation courses (MPMC 600 and 602) to register for this elective course. This course requires an additional 150-minute distance learning component or one additional class meeting outside of the standard meeting dates.

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 and foundation courses (MPMC 500, 600, 602 and 603) to register for this course. Students may only take this course in their final semester within the program. A minimum grade of "B" is required to pass.

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: This course is cross-listed with MPPR 900-01. Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course.

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.

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.

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 foundation courses (MPMC 600 & MPMC 602) to register for this elective course.

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. As of Fall 2018, students must receive a grade of "B" or better in this course. Requires 150 minutes of distance learning or one additional class meeting outside of the standard meeting dates.

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: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course.This course requires 150 minutes of distance learning or one additional class meeting outside of the standard meeting dates.

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: Also taught as MPPR 506-01. Students must have completed the core and foundation courses (MPMC 600 and 602) to register for this elective course. Requires 150 minutes of distance learning or one additional class meeting outside of the standard meeting dates.

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 & MPMC 602) to register for this elective course. Also taught as MPPR 506-101.

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.

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 required to pass.

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 required to pass.

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.

Innovations in IMC

Innovations in the field of marketing continually present new opportunities and challenges for IMC managers. Consumer behavior is changing, along with the technology that consumers use. Additionally, new channels for engagement are continually evolving. Students in this course will learn how to approach IMC through a strategic lens focused on the future. They will learn to foster an environment of innovation within a team setting and present new ideas.

Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course.

MPS IMC 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: Students must have completed the foundation courses (MPMC 600 & MPMC 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. This course is cross-listed with MPJO-860-01 and MPPR-863-01.

MPS IMC Internship II

Note: Students must have completed the foundation courses (MPMC 600 & MPMC 602) as well as MPMC 773 Internship I 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. This course is cross-listed with MPJO-861-01 and MPPR-873-01.

Multi-Channel & Media Mix

In today's fast-paced, always-changing media world, it's never been harder, or more important, to develop a strong, integrated brand strategy to get the right message to the right person at the right moment. In this class, students will learn how to develop and analyze media mix strategies including earned, owned and paid marketing channels to effectively reach different audiences. You will learn the principles and practice of how different media channels can be strategically leveraged as an imperative part of an integrated communications plan.

Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course.

Personal Branding

Thought leadership and personal branding are two essential, yet often ambiguous ingredients in a career strategy. This course will arm students with the resources to evaluate, improve, and employ personal branding strategies for themselves and for key members of their organizational team. The course will discuss personal branding strategies in both digital and event contexts – including social media platforms, presentations, and networking opportunities.

Note: This course is also taught as MPPR 891-01 and MPJO 891-01. Students must have completed the core and foundation courses (MPMC 600 and MPMC 602) to register for this elective course.

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 strategies are essential to both personal and professional well being and success. There are specific professional management strategies that will ensure preparedness, marketability, and competitiveness for your next career move. Each week, we will focus on 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: This is a zero credit non-graded course and is cross-listed with MPPR 560 and MPJO 560 Students who miss more than two (2) classes or more than one (1) assignment will be administratively withdrawn from the course. Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course.

Strategic Leadership in IMC

Why are some organizations innovative and forward-thinking while others continually struggle to find a competitive advantage? In one word, the answer is leadership. Leaders determine if an organization is able to be flexible, responsive and innovative in the face of change. Yet, the majority of leaders unknowingly reward behaviors that curtail strategic thinking rather than nurture it. They confuse innovation with the creation of new products and technologies. And they miss the opportunity to create a competitive advantage in areas from fundraising and programming to marketing and communications. In this course, we will learn which leadership practices create a culture that overcomes obstacles and promotes creative problem solving. Through hands on, interactive exercises, students will develop the creativity and critical thinking skills to develop high-performing teams, construct industry-leading ideas and, ultimately, generate an enduring competitive advantage.

Note: Students must have completed the foundation courses (MPMC 600 and MPMC 602) to register for this elective course. Requires 150 minutes of distance learning or one additional class meeting outside of the standard meeting dates.

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.

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.

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.

The Management of IMC

This course will help students develop a deeper understanding of the business and financial dimensions of integrated marketing communications strategy, while enabling them to participate successfully at a mid-to-senior corporate level. 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 can a professional communicator contribute to the financial objectives of an organization or an agency, in addition to achieving the marketing and communication objectives? How do I make decisions about IMC that will help the organization meet its objectives and make consistent, positive additions to its bottom line? How do I move the organization to invest most productively in IMC? In this course, students will learn skills that begin with effective business decision-making and move methodically to generating and justifying IMC budgets that can support effective programs and drive the organization forward. (It’s sexier than you may think.)

Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course.

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.

Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course is cross-listed with MPDC 705-101.