Online Master's in Integrated Marketing Communications

Online Course Schedule for Fall 2022

24 Jan 12-1pm ET
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MPMC-719-101

Business Communications

Successful communication skills have become a critical management tool to thrive and survive in today's increasingly complex and fast-moving business climate. This hands-on, practical course teaches students to analyze, develop, and effectively communicate via all forms of business writing, presenting, visual storytelling, leadership, client management, and negotiating. This course covers the challenges of communicating across global organizations as well as the role that listening and emotional intelligence play in creating effective communication strategies.

Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course is cross-listed with MPDC-810-101 and MPPR-811-101.

  • Course #: MPMC-719-101
  • CRN: 38209
  • Instructor: Stein, E.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-600-101

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-600-101
  • CRN: 31228
  • Instructor: Copley, C.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-500-101

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 required to pass.

  • Course #: MPMC-500-101
  • CRN: 35153
  • Instructor: Thomas, S.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-718-101

Design Management & Strategy

This course introduces students to design management concepts. Students learn to work at the intersection between visual design and business strategy. The course covers an overview of business fundamentals; students learn how to successfully manage a team and visual projects within visual communications and design industry, advertising and marketing, creative processes and business models, client relations and management, and business development and evaluation.

Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course is cross-listed with MPDC-550-101.

  • Course #: MPMC-718-101
  • CRN: 40099
  • Instructor: Ferry, L.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-723-101

Design Thinking

Design thinking is a creative way to problem solve. Through a series of design challenges, this course prepares students to lead teams in envisioning new ideas by using both creative and strategic skills and developing innovative solutions to real-world design issues. Note: Requires a 'B' or better as foundation course requirement for the DMC program.

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

  • Course #: MPMC-723-101
  • CRN: 39065
  • Instructor: Kupersmit, B.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-806-101

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-506-101 and MPDC-700-101.

  • Course #: MPMC-806-101
  • CRN: 34510
  • Instructor: Durand, N.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-725-101

eCommerce Marketing/Management

Note: As more and more of the global economy has moved online, so too have consumers – leading to the steady rise of eCommerce and the gradual decline of traditional retail. As of Q2 2020, eCommerce represents about 20% of total addressable retail – and with thousands of Direct-To-Consumer (DTC) brands starting up as legacy brands invest in ever-more-complex eCommerce operations, there is little doubt that eCommerce as a share of retail will continue to grow. This course provides a comprehensive overview of the strategic and tactical considerations of eCommerce today – from platform selection and financial implications to customer acquisition, order fulfillment, customer re-engagement (including e-mail, texting), and data-driven product development. Both DTC (Shopify, WooCommerce) + and eCommerce via 3rd Party (i.e. Amazon, Kroger, Etsy) platforms are reviewed in-depth, along with considerations, strategies, and tactics for each. Case studies are used to illustrate how each approach to eCommerce succeeds or fails – as well as what steps can be taken by eCommerce managers, marketers, or other owners to minimize the risk of negative outcomes. The course will focus heavily on the interplay between financial metrics and marketing platforms, including leveraging data passback to support full-lifecycle campaign optimization and sustainable, scalable growth across core channels, including Google, Amazon, Facebook/Instagram, and Snap. Best practices for customer journey mapping, UI/UX considerations, and optimization will be covered, along with testing strategies. Learning Objectives Understand the most common eCommerce business model types, along with the strengths and drawbacks of each. Develop a comprehensive eCommerce strategic plan – including customer acquisition strategy, customer retention strategy, data-driven product development, and sustainable growth targets. Connect financial information to marketing systems, allowing for smarter and more profitable growth. Create, deploy + optimize marketing campaigns on core platforms, including Facebook/Instagram, Google, Amazon, and Snap.

  • Course #: MPMC-725-101
  • CRN: 42062
  • Instructor: Tomlinson, S.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-602-101

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.

  • Course #: MPMC-602-101
  • CRN: 32991
  • Instructor: Matson, A.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-703-101

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: The search for the "Big Idea" is part of the 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-703-101
  • CRN: 40064
  • Instructor: Matson, A.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-705-101

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.

  • Course #: MPMC-705-101
  • CRN: 40098
  • Instructor: Richardson, R.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-800-101

Psychology of Design

  • Course #: MPMC-800-101
  • CRN: 42396
  • Instructor: Subramanian, R.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-707-101

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-707-101
  • CRN: 42703
  • Instructor: Hill, G.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-708-101

Tech Innovations

  • Course #: MPMC-708-101
  • CRN: 42063
  • Instructor: Saibene, P.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-603-101

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.

  • Course #: MPMC-603-101
  • CRN: 39370
  • Instructor: Santelli, R.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-701-101

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.

  • Course #: MPMC-701-101
  • CRN: 41675
  • Instructor: Handloff, R.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-715-101

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.

  • Course #: MPMC-715-101
  • CRN: 38207
  • Instructor: Schmidt, S.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-720-101

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-520-101 and MPJO-778-101. Students should have working knowledge of the Adobe Creative Suite prior to taking this course.

  • Course #: MPMC-720-101
  • CRN: 36763
  • Instructor: Wang, X.
  • Dates: Aug 24 – Dec 17, 2022

MPMC-610-101

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 MPDC-712-101.

  • Course #: MPMC-610-101
  • CRN: 40367
  • Instructor: Schauble, J.
  • Dates: Aug 24 – Dec 17, 2022