Curriculum & Courses

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.

Students must have completed the core and foundation courses (MPMC 5020, 5021, 5022 ; 5023) to register for this elective course. Students may only take this course in their final semester of the program. A minimum grade of "B" is required to pass.

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. Students must have completed foundation courses MPMC 600 or 5021 & MPMC 602 or 5022 to register for this elective course.

Students may take this 1-credit course alongside an independently-acquired internship to reflect on how their experience relates to program knowledge and skills. Deliverables include regular writing assignments in which students discuss how program curriculum and methodologies inform their approach to internship responsibilities. Students are expected to complete a minimum of 50 hours of work (total) for the internship organization. NOTE: Enrollment requires program permission. Students may take this class only after taking Internship I 7951. This 1-credit course does not satisfy an elective requirement alone; however, students may complete (3) internships along with all (3) internship classes (Internship I 7951, Internship II 7952, and Internship III 7953) to cumulatively fulfill an elective requirement.

Students must have completed foundation courses MPMC 600/5021 and MPMC 602/5022 to register for this elective course. Extensive, documented academic activity and experiential learning outside of the classroom (min. 6-8 hours per week) is required. Program Approval is required.

Students may take this 1-credit course alongside an independently-acquired internship to reflect on how their experience relates to program knowledge and skills. Deliverables include regular writing assignments in which students discuss how program curriculum and methodologies inform their approach to internship responsibilities. Students are expected to complete a minimum of 50 hours of work (total) for the internship organization. NOTE: Enrollment requires program permission. Students may take this class only after taking Internship I 7951. This 1-credit course does not satisfy an elective requirement alone; however, students may complete (3) internships along with all (3) internship classes (Internship I 7951, Internship II 7952, and Internship III 7953) to cumulatively fulfill an elective requirement.

Students must have completed foundation courses MPMC 600/5021 & MPMC 602/5022 as well as MPMC 773/7951 Internship I to register for this elective course. Extensive, documented academic activity and experiential learning outside of the classroom (min. 6-8 hours per week) is required. Program Approval is required.

Students may take this 1-credit course alongside an independently-acquired internship to reflect on how their experience relates to program knowledge and skills. Deliverables include regular writing assignments in which students discuss how program curriculum and methodologies inform their approach to internship responsibilities. Students are expected to complete a minimum of 50 hours of work (total) for the internship organization. NOTE: Enrollment requires program permission. Students may take this class only after taking Internship I 7951 and Internship II 7952. This 1-credit course does not satisfy an elective requirement alone; however, students may complete (3) internships along with all (3) internship classes (Internship I 7951, Internship II 7952, and Internship III 7953) to cumulatively fulfill an elective requirement.

Students must have completed foundation courses MPMC 600/5021 & MPMC 602/5022 and 773/7951 Internship I & 774/7952 Internship II to register for this elective course. Extensive, documented academic activity and experiential learning outside of the classroom (min. 6-8 hours per week) is required. Program Approval is required.

This course explores the dynamic journey of leadership, guiding students from personal growth to organizational impact. Through three core themes—Foundations of Leadership, Leading & Building Teams, and Leadership for Growth & Change—students will develop essential skills in self-awareness, emotional intelligence, team leadership, and strategic thinking. Students will learn to differentiate between leadership and management, discover their personal leadership style, and navigate complex challenges with ethical grounding. The course provides tools to strengthen collaboration, manage conflict, lead diverse teams, and drive innovation and change. By the end of the course, students will be equipped to lead with confidence, adaptability, and a strategic mindset—ready to make a lasting impact within their organizations and beyond.

Students must have completed foundation courses MPMC 5021/600 Consumer Research Insights and MPMC 5022/602 Foundations in IMC: Campaigns to register for this elective course.

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.

Foundation course requirement for the IMC program.

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.

This course is cross-listed with MPDC-7130-140.

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.

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.

This course is cross-listed with MPDC-7364-140.

Marketing consistently attracts the brightest and most creative individuals around the world. What holds many marketing professionals back, however, is the ability to manage, navigate, and speak the language of finance. This weakness, lack of knowledge, or lack of experience holds back some of the best marketers. Worse, these talented marketing professionals can be shamed (intentionally or unintentionally) or sidelined by the finance department, investors, or board members. For entrepreneurs who are running marketing companies, this lack of ability can translate into less working capital as banks and investors feel the person doesn’t know finance. This course will teach marketing professionals both the skills and language to navigate and flourish in regard to finances. The course builds into every creative person a full knowledge of basic and advanced financial concepts. With practical tools given as a part of the course, you will be able to construct and manage a financial plan including three-year forecasts, P&L;, Income, Balance Sheets, and budgets. Also taught will be company valuation, net present value of future debt, stock valuations, and shareholder strategies, among other financial terms and knowledge.

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.

Students must have completed foundation courses MPMC 600 or 5021 and MPMC 602 or 5022 to register for this elective course. This course is cross-listed with MPDC-7350-101.

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.

Students must have completed the core and foundation courses (MPMC 500 or 5020, 600 or 5021, 602 or 5022, and 603 or 5023) to register for this course. Students may only take this course in their final semester of the program. A minimum grade of "B" is required to pass. Department Approval is required to register.

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.

Students must have completed the core and foundation courses (MPMC 500 or 5020, 600 or 5021, 602 or 5022, and 603 or 5023) to register for this course. Students may only take this course in their final semester of the program. A minimum grade of "B" is required to pass. Department Approval is required to register.

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.

Foundation course requirement for the IMC program.

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.

Foundation course requirement for the IMC program.

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. Students must have completed foundation courses MPMC 600 or 5021 & MPMC 602 or 5022 to register for this elective course.

Students must have completed foundation courses MPMC 600 or 5021 MPMC 602 or 5022 to register for this elective course.

In this course, we face these issues head-on, building an understanding of what is possible with generative AI, and how people can best leverage them in artistic domains. This course provides an overview of generative AI, defining its role and capabilities in creating novel content. The course focuses on the practical applications of generative AI in various creative domains. Students will explore how AI is used to generate visual art, create music, design products, and even write creative literature. The course will showcase a range of case studies and examples where generative AI has been successfully implemented, offering insights into its transformative potential. Students will also engage with the creative process behind generative AI. This involves understanding the human-AI collaboration in creative work, and exploring how artists and designers can guide AI to enhance creativity rather than replace it. Discussions will include the ethical considerations and implications of AI-generated content, particularly regarding originality, copyright, and authorship. We will also examine issues of bias and the future of work as generative AI reshapes the global market for creative content. Students will be introduced to careers in the intersection of AI and creative fields, hearing from guest speakers on different strategies for participating in and benefiting from the generative AI transformation. They will learn the fundamentals of how these models are trained and how they produce creative outputs. Then, they will build on this knowledge to see firsthand where AI shines, where it reaches its current limitations, and how they can use AI to reach their own creative goals. Upon completion of the course, students will have AI-assisted artifacts of their own design, as well as frameworks and processes that they can apply to new technologies still to come.

In this course, we face these issues head-on, building an understanding of what is possible with generative AI, and how people can best leverage them in artistic domains. This course provides an overview of generative AI, defining its role and capabilities in creating novel content. The course focuses on the practical applications of generative AI in various creative domains. Students will explore how AI is used to generate visual art, create music, design products, and even write creative literature. The course will showcase a range of case studies and examples where generative AI has been successfully implemented, offering insights into its transformative potential. Students will also engage with the creative process behind generative AI. This involves understanding the human-AI collaboration in creative work, and exploring how artists and designers can guide AI to enhance creativity rather than replace it. Discussions will include the ethical considerations and implications of AI-generated content, particularly regarding originality, copyright, and authorship. We will also examine issues of bias and the future of work as generative AI reshapes the global market for creative content. Students will be introduced to careers in the intersection of AI and creative fields, hearing from guest speakers on different strategies for participating in and benefiting from the generative AI transformation. They will learn the fundamentals of how these models are trained and how they produce creative outputs. Then, they will build on this knowledge to see firsthand where AI shines, where it reaches its current limitations, and how they can use AI to reach their own creative goals. Upon completion of the course, students will have AI-assisted artifacts of their own design, as well as frameworks and processes that they can apply to new technologies still to come.

This course will provide students with a solid foundation and working knowledge of digital analytics strategies and tactics. Students will learn how to use leading digital analytics tools, how to gather data, how to turn data into insights, and how to present and communicate data-driven information to clients and executives. We will review digital analytics for websites, apps, social media, paid marketing, and other digital marketing channels. Students will also learn about Excel, competitive analysis frameworks and tools, A/B testing, attribution models and data visualization. Finally, this course will enhance the quantitative skills of students, by using and computing e.g. ROI, profit margins and paid campaign costs. Data analysis, in many cases, is a bit like a police investigation: you are a detective and need to find the clues to explain the story that is hiding in the data. Luckily, we are not chasing criminals in this course, but we need to gather evidence, “interview” the data, put it in context by linking it to our knowledge of the world (e.g. industry baselines or historical data), check if there are any errors or biases in it and come up with the most plausible explanations. From this, we develop data-driven insights and actionable recommendations. This course requires surprisingly little math and statistics knowledge (a middle school level is enough: basic operations, computing percentages and reading basic graphs). However, critical thinking is key here: is the data right? What do we see? What do these numbers mean? How does it fit in the greater context and compared with our benchmarks?

Students must have completed foundation courses MPMC 600 or 5021 MPMC 602 or 5022 to register for this elective course. This course is cross listed with MPPR-7100-01 and MPJO-7100-01.

This course will provide students with a solid foundation and working knowledge of digital analytics strategies and tactics. Students will learn how to use leading digital analytics tools, how to gather data, how to turn data into insights, and how to present and communicate data-driven information to clients and executives. We will review digital analytics for websites, apps, social media, paid marketing, and other digital marketing channels. Students will also learn about Excel, competitive analysis frameworks and tools, A/B testing, attribution models and data visualization. Finally, this course will enhance the quantitative skills of students, by using and computing e.g. ROI, profit margins and paid campaign costs. Data analysis, in many cases, is a bit like a police investigation: you are a detective and need to find the clues to explain the story that is hiding in the data. Luckily, we are not chasing criminals in this course, but we need to gather evidence, “interview” the data, put it in context by linking it to our knowledge of the world (e.g. industry baselines or historical data), check if there are any errors or biases in it and come up with the most plausible explanations. From this, we develop data-driven insights and actionable recommendations. This course requires surprisingly little math and statistics knowledge (a middle school level is enough: basic operations, computing percentages and reading basic graphs). However, critical thinking is key here: is the data right? What do we see? What do these numbers mean? How does it fit in the greater context and compared with our benchmarks?

Students must have completed foundation courses MPMC 600 or 5021 and MPMC 602 or 5022 to register for this elective course. This course is cross listed with MPDC-7100-101.

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.

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.

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.

Foundation course requirement for the IMC program. A minimum grade of "B" is required to pass.

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.

Foundation course requirement for the IMC program. A minimum grade of "B" is required to pass.

This course is cross-listed with MPDC-7170-101 (3).

Core course requirement for the IMC program. A minimum grade of "B" is required to pass.

Core course requirement for the IMC program. A minimum grade of "B" is required to pass.

Increasingly, entrepreneurship is a growth engine for the global economy – marketing is a crucial element that defines the success or failure of a fledgling business. This highly interactive class will explore business structures including how to define, identify and quantify opportunities and target markets. It will also cover key branding and marketing strategies necessary to launch, grow and maintain a small business. Bring your business ideas and be ready to learn how to market those visions into reality.

Students must have completed foundation courses MPMC 600 or 5021 MPMC 602 or 5022 to register for this elective course.

Students may take this 1-credit course alongside an independently-acquired internship to reflect on how their experience relates to program knowledge and skills. Deliverables include regular writing assignments in which students discuss how program curriculum and methodologies inform their approach to internship responsibilities. Students are expected to complete a minimum of 50 hours of work (total) for the internship organization. NOTE: Enrollment requires program permission. Students may take this class only after taking Internship I 7951. This 1-credit course does not satisfy an elective requirement alone; however, students may complete (3) internships along with all (3) internship classes (Internship I 7951, Internship II 7952, and Internship III 7953) to cumulatively fulfill an elective requirement.

Students must have completed foundation courses MPMC 600 or 5021 MPMC 602 or 5022 to register for this elective course. Extensive, documented academic activity and experiential learning outside of the classroom (min. 6-8 hours per week) is required. Program Approval is required. This course is cross-listed with MPJO-7951-01 and MPPR-7951-01.

Students may take this 1-credit course alongside an independently-acquired internship to reflect on how their experience relates to program knowledge and skills. Deliverables include regular writing assignments in which students discuss how program curriculum and methodologies inform their approach to internship responsibilities. Students are expected to complete a minimum of 50 hours of work (total) for the internship organization. NOTE: Enrollment requires program permission. Students may take this class only after taking Internship I 7951. This 1-credit course does not satisfy an elective requirement alone; however, students may complete (3) internships along with all (3) internship classes (Internship I 7951, Internship II 7952, and Internship III 7953) to cumulatively fulfill an elective requirement.

Students must have completed foundation courses MPMC 600 or 5021 and MPMC 602 or 5022 as well as MPMC 773 or 7951 Internship I to register for this elective course. Extensive, documented academic activity and experiential learning outside of the classroom (min. 6-8 hours per week) is required. Program Approval is required. This course is cross-listed with MPJO-7952-01 and MPPR-7952-01.

Students may take this 1-credit course alongside an independently-acquired internship to reflect on how their experience relates to program knowledge and skills. Deliverables include regular writing assignments in which students discuss how program curriculum and methodologies inform their approach to internship responsibilities. Students are expected to complete a minimum of 50 hours of work (total) for the internship organization. NOTE: Enrollment requires program permission. Students may take this class only after taking Internship I 7951 and Internship II 7952. This 1-credit course does not satisfy an elective requirement alone; however, students may complete (3) internships along with all (3) internship classes (Internship I 7951, Internship II 7952, and Internship III 7953) to cumulatively fulfill an elective requirement.

Students must have completed foundation courses MPMC 600/5021MPMC 602/5022 and 773/7951 Internship I 774/7952 Internship II to register for this elective course. Extensive, documented academic activity and experiential learning outside of the classroom (min. 6-8 hours per week) is required. Program Approval is required.

This course introduces students to business fundamentals of brands with “purpose” and the critical role they play in the future of business and society. Students will develop a conceptual understanding of purpose-driven branding and its role in corporate social responsibility, nonprofit brand strategy, and social and environmental impact communications. They will learn how to develop a purpose brand, manage it within the communications, public relations, employee engagement, advertising and marketing realm, and integrate it across an organization. In addition, they will learn how to establish processes to communicate and report on the social and environmental impact of a brand from a client and management perspective.

Students must have completed foundation courses MPMC 600 or 5021 and MPMC 602 or 5022 to register for this elective course.

Social media is the interaction between individuals to create, share, and exchange information. Platforms are ever-changing, always exciting, and forever in need of strategic practitioners to manage the conversation. Through this course, students will develop the skills necessary to communicate and engage with key publics on social media. The course will begin by exploring the differences between legacy and emerging (new and trendy) social media, and how to determine which to use to best achieve client goals and objectives. Students will then apply their new-found platform fluency to practice developing engaging content, write resonating copy, and monitor for impact. In addition, the course will focus on community management practices, social listening techniques, and social media campaign measurement, helping students prepare for real-time strategy and activation. By the end of the experience, students will have hands-on experience developing social media campaigns and be prepared to integrate effectively into communications planning.

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.

Foundation course requirement for the IMC program.

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.

Foundation course requirement for the IMC program.

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.