Online Master's in Integrated Marketing Communications

Online Course Schedule for Fall 2021

28 Oct 12-1pm ET
Brand Marketing Lunch & Learn with Tifany Pedersen of Amazon  
29 Oct 12-1pm ET
Master's in Integrated Marketing Communications Webinar  
17 Nov 12-1pm ET
Marketing & Communications—Virtual Panel  
Show
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: Zajack, W.
  • Dates: Aug 25 – Dec 17, 2021

MPMC-719-102

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.

  • Course #: MPMC-719-102
  • CRN: 41107
  • Instructor: Stein, E.
  • Dates: Aug 25 – Dec 17, 2021

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 25 – Dec 17, 2021

MPMC-704-101

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. This course is cross-listed with MPDC-711-101.

  • Course #: MPMC-704-101
  • CRN: 36255
  • Instructor: Franklin Parrish
  • Dates: Aug 25 – Dec 17, 2021

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 25 – Dec 17, 2021

MPMC-500-102

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-500-102
  • CRN: 41135
  • Instructor: Thomas, S.
  • Dates: Aug 25 – Dec 17, 2021

MPMC-702-101

Customer-First IMC Strategy

In this course, students will learn to turn the corner from being tactical and creative professionals that develop successful IMC campaigns to becoming strategic managers that can drive successful IMC programs. To accomplish that goal, they will develop the skills to develop and manage IMC programs in alignment with an organization’s short- and long-term financial objectives, enabling them to participate successfully at a mid-to-senior level at a sophisticated corporation. A key concept that students will explore in detail is the concept of “customer centricity,” which lies at the heart of the IMC process — how we assess the value of customers and build IMC goals, objectives, strategies, tactics, and budgets with the aim of maximizing that value. In order to be able to utilize this concept effectively, students will also learn: · How to apply Cost-Volume-Profit (CVP) analysis and read basic corporate financial statements. · How to apply the Goals-Objectives-Strategies-Tactics process to create actionable customer-centric IMC plans that align with organizational objectives. · How to develop supportable budgets that align with organizational objectives and can drive customer-centric IMC plans. · How to make effective IMC-related business decisions. In order to help students develop the critical thinking and problem solving skills necessary to achieve these goals, this course will employ readings from many sources, a number of case studies, a robust customer centricity simulation, and a final team project with a “live” client. Bonus: You’ll learn how to play backgammon. And, yes, there will be math. But not to worry, we’ll leave conjoint analysis and differentials out of the equations. The course was formerly called "The Management of IMC."

Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course is cross-listed with MPDC-704-101.

  • Course #: MPMC-702-101
  • CRN: 36253
  • Instructor: Fiddler, R.
  • Dates: Aug 25 – Dec 17, 2021

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 25 – Dec 17, 2021

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 25 – Dec 17, 2021

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 25 – Dec 17, 2021

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: Bhargava, S.
  • Dates: Aug 25 – Dec 17, 2021

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.

  • Course #: MPMC-703-101
  • CRN: 40064
  • Instructor: Matson, A.
  • Dates: Aug 25 – Dec 17, 2021

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 25 – Dec 17, 2021

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: Handloff, R.
  • Dates: Aug 25 – Dec 17, 2021

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 25 – Dec 17, 2021

MPMC-715-102

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-705-102.

  • Course #: MPMC-715-102
  • CRN: 38208
  • Instructor: Subramanian, R.
  • Dates: Aug 25 – Dec 17, 2021

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 25 – Dec 17, 2021

MPMC-720-102

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-520-102. Students should have working knowledge of the Adobe Creative Suite prior to taking this course.

  • Course #: MPMC-720-102
  • CRN: 40101
  • Instructor: Wang, X.
  • Dates: Aug 25 – Dec 17, 2021

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 25 – Dec 17, 2021