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.
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.
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.
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.
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.
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.
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-703-101.
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.
Visual design has become a key function in any organization that offers products, services, and experiences. Students will learn how to understand organizational branding and business strategy, how to identify issues and challenges, and in turn, offer successful products, services, and experiences. Students will also learn to align design strategies with an organization’s strategy and how to integrate design functions into the organization’s overall innovation and growth.
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.
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. This course is cross-listed with MPDC-707-101.
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 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-702-101.
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.
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, MPPR-720-101, and MPJO-778-101.