Online Course Schedule for Fall 2023

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 or 5021 & MPMC 602 or 5022 to register for this elective course. This course is cross-listed with MPDC-7350-101.

Capstone

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.

Note: 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.

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.

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.

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

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

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.

Design Thinking

Students must have completed foundation courses MPMC 600 (now 5021) & MPMC 602 (now 5022) to register for this elective course. This course is cross-listed with MPDC-5041-101.

Note: This course is cross-listed with MPDC-5041-101.

Dig. Analytics & Measurement

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?

Note: 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-7100-101 and MPJO-7100-101.

Digital Marketing

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.

Digital Marketing

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.

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

Foundations of IMC: Campaigns

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.

In Search of the Big Idea

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

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.

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.

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 or 5021 & MPMC 602 or 5022 to register for this elective course. This course is cross-listed with MPDC-7330-101.

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.