Online Master's in Integrated Marketing Communications

Online Course Schedule for Summer 2021

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MPMC-704-140

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

  • Course #: MPMC-704-140
  • CRN: 18275
  • Instructor: Franklin Parrish
  • Dates: May 24 – Aug 15, 2021

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
  • Instructor: Thomas, S.
  • Dates: May 24 – Aug 15, 2021

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 foundation courses MPMC 600 and 602 to register for this elective course. This course is cross listed with MPPR-506-140, MPDC-700-140, and MPJO-506-140.

  • Course #: MPMC-806-140
  • CRN: 16562
  • Instructor: Durand, N.
  • Dates: May 24 – Aug 15, 2021

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: This course is cross-listed with MPDC-703-140.

  • Course #: MPMC-703-140
  • CRN: 16561
  • Instructor: Matson, A.
  • Dates: May 24 – Aug 15, 2021

MPMC-724-140

Media Relations

This course is designed to help you better understand the role and practice of media relations in corporate, non-profit and government organizations. You will learn how to research media and reporters, develop messaging, build strategic media plans, generate media coverage, serve as spokespeople, handle crisis situations and use new media strategies. You will hear from public relations professionals on such topics as working with reporters, international media relations, ethics and web-based communication. Class projects, discussions, case studies and individual presentations offer an engaging and interactive learning environment to expand and apply your knowledge of media relations.

Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course is cross-listed with MPPR-710-140.

  • Course #: MPMC-724-140
  • CRN: 18159
  • Instructor: Forrester, A.
  • Dates: May 24 – Aug 15, 2021

MPMC-707-140

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

  • Course #: MPMC-707-140
  • CRN: 18320
  • Instructor: Hill, G.
  • Dates: May 24 – Aug 15, 2021

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
  • Instructor: Handloff, R.
  • Dates: May 24 – Aug 15, 2021

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.

Note: This course is cross-listed with MPDC-702-140.

  • Course #: MPMC-701-140
  • CRN: 17008
  • Instructor: Handloff, R.
  • Dates: May 24 – Aug 15, 2021

MPMC-720-140

Visual Communications

In today’s digital world, it has become necessary for communicators to use visual tools to communicate ideas effectively. In this course, students learn how to research, apply and critique typography, color strategies, digital imaging, design principles, and visual trends. Students should have working knowledge of Adobe Creative Suite and other relevant computer programs prior to taking this course. Please note that MPMC-720 Visual Communications and MPMC-878 Design for Communicators cover the same content. Students should not take both of these classes at any point. Visual Communications is only offered online and Design for Communicators is only offered on campus.

Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course is cross-listed with MPDC-520-140. Students should have working knowledge of the Adobe Creative Suite prior to taking this course.

  • Course #: MPMC-720-140
  • CRN: 17620
  • Instructor: Wang, X.
  • Dates: May 24 – Aug 15, 2021

MPMC-610-140

Visual Persuasion & Promotion

Visuals can be a persuasive and powerful tool in communications. This course discusses effective strategies, tactics, and tools that are used to create persuasive and compelling visual content, messages, and products.

Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course is cross-listed with MPPR-610-140 and MPDC-610-140.

  • Course #: MPMC-610-140
  • CRN: 17624
  • Instructor: Schauble, J.
  • Dates: May 24 – Aug 15, 2021