Course Schedule for Spring 2017


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MPMC-841-01

Activating Audiences forCauses

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.

  • Course #: MPMC-841-01
  • CRN: 31962
  • Format: On-campus
  • Instructor: Parker, E.
  • Dates: Jan 11 – May 13, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-706-01

Building your Creative Muscle

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

  • Course #: MPMC-706-01
  • CRN: 32968
  • Format: On-campus
  • Instructor: Ney, J.
  • Dates: Jan 11 – May 13, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-900-01

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

  • Course #: MPMC-900-01
  • CRN: 31963
  • Format: On-campus
  • Instructor: Zajack, W.
  • Dates: Jan 11 – May 13, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-840-01

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 the core and foundation courses (MPMC 600 and 602) to register for this elective course.

  • Course #: MPMC-840-01
  • CRN: 31961
  • Format: On-campus
  • Instructor: Trybus, J.
  • Dates: Jan 11 – May 13, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-600-01

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-600-01
  • CRN: 30310
  • Format: On-campus
  • Instructor: Copley, C.
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-500-01

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: Additional 150 minutes learning component is required. Core course requirement for the IMC program.

  • Course #: MPMC-500-01
  • CRN: 30306
  • Format: On-campus
  • Instructor: Boone, X.
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-500-02

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-500-02
  • CRN: 30308
  • Format: On-campus
  • Instructor: Berkeley, L.
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-806-01

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.

  • Course #: MPMC-806-01
  • CRN: 30559
  • Format: On-campus
  • Instructor: Lukich, M.
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-806-02

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 506-02. Students must have completed the core and foundation courses (MPMC 600 and 602) to register for this elective course.

  • Course #: MPMC-806-02
  • CRN: 31960
  • Format: On-campus
  • Instructor: Durand, N.
  • Dates: Jan 11 – May 13, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-602-01

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-602-01
  • CRN: 30313
  • Format: On-campus
  • Instructor: Koslow, A.
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-703-01

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-703-01
  • CRN: 30322
  • Format: On-campus
  • Instructor: Black, C.
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-705-01

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 the core and foundation courses (MPMC 600 and 602) to register for this elective course.

  • Course #: MPMC-705-01
  • CRN: 31959
  • Format: On-campus
  • Instructor: Bhalla, G.
  • Dates: Jan 11 – May 13, 2017
  • Class Meetings:

MPMC-891-01

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.

  • Course #: MPMC-891-01
  • CRN: 30326
  • Format: On-campus
  • Instructor: Blymire, C.
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-890-01

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

  • Course #: MPMC-890-01
  • CRN: 30324
  • Format: On-campus
  • Instructor: Conrad, R.
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-560-01

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: This course is also taught as 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.

  • Course #: MPMC-560-01
  • CRN: 30309
  • Format: On-campus
  • Instructor: Sunny Levitt
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-603-01

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: Additional 150 minutes learning component is required. Foundation course requirement for the IMC program.

  • Course #: MPMC-603-01
  • CRN: 30316
  • Format: On-campus
  • Instructor: Santelli, R.
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-603-02

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-603-02
  • CRN: 30317
  • Format: On-campus
  • Instructor: Santelli, R.
  • Dates: Jan 11 – May 14, 2017
  • Class Meetings:
  • Syllabus: Download

MPMC-701-01

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.

Note: Additional 150 minute distance learning component required.