Mass Communication, Advertising & Public Relations

  • COM CM 710: Communication Theory
    Examines origins, nature, and consequences of human communication. Reviews nature of verbal, nonverbal, and other types of group communication issues. Traces the development of speech, writing, printing, broadcasting, and digital media. Reviews theories of the process and effects of mass communication and how these theories apply to the work of media professionals. 2nd sem.
  • COM CM 712: Consumer Insight & Account Planning
    Graduate Prerequisites: COM CM 708.
    Explores how to arrive at consumer insights that lead to better advertising and promotion. The course focuses on the set of skills necessary to create breakthrough advertising, including qualitative research, observation, interviewing skills, mapping and presentation tools. Students learn to write effective, creative briefs.
  • COM CM 713: Law of Communication
    Study of the laws that apply to communication practitioners. Topics include the First Amendment, defamation, invasion of privacy, copyright, free press/fair trial, reporter's privilege, access to information, regulation of advertising and Internet law. 2nd sem.
  • COM CM 714: Professional Presentations
    Study and application of the principles of oral presentation, persuasion, and interviewing. Ingredients of effective preparation for, and delivery of, informative and persuasive presentations. Emphasis on self-criticism for self-improvement. 1st sem.
  • COM CM 715: Public Relations in Nonprofit Settings
    Graduate Prerequisites: COM CM 701.
    Principles and practices of public relations in social, health, educational, and public service institutions. Analysis of the structure, publics, public relations, communication, and marketing programs unique to nonprofit agencies. Attention to recruitment and management of volunteers, fund-raising, budgeting, and intra- and inter-agency relationships.
  • COM CM 716: New & Traditional Media Strategies
    Graduate Prerequisites: COM CM 708.
    Examines media planning, buying and sales as performed by advertising agencies, clients and the media. Research sources providing data on media audiences and product usage are evaluated. Examines contemporary trends in communication media and their effects on advertisers.
  • COM CM 717: Fundamentals of Creative Development
    Focus is on the strategic creative process in advertising including concept development, copywriting, visualization, and design. Assignments require conceiving solutions to client marketing challenges across a range of media. Teaches foundations for development of effective advertising: problem definition, strategic development, and conceptual idea generation through tangible executions. 1st sem.
  • COM CM 721: Advertising Management
    Graduate Prerequisites: COM CM 708.
    Administration of complete advertising program. Case study method used to explore the marketing mix, budgeting, media strategy, planning, coordinating advertising with promotion, working with client or agency, and the social responsibility of advertisers.
  • COM CM 722: Communication Research
    Introduction to the methodology of communication research. Includes both qualitative and quantitative approaches. Attention to the nature of scientific logic, computer literature searches, research design, questionnaire construction, sampling, measurement techniques, and data analysis. Explores the use of focus groups, experiments, surveys, and content analysis.
  • COM CM 723: Advanced Communication Research
    Graduate Prerequisites: COM CM 722.
    Provides an in-depth look at data analysis using the SPSS (the Statistical Package for the Social Sciences). Students get hands-on experience by carrying out actual analyses using real data sets. Techniques covered include descriptive statistics, correlation and regression, t-tests, ANOVA, and factor analysis. 2nd sem.
  • COM CM 724: Sampling Design and Measurement Techniques
    Graduate Prerequisites: Consent of Instructor
    Discusses various issues related to sampling, such as design, sample size, methods of selection, sampling error, and sampling sources for applied research projects. Also teaches about the various types of questionnaires and measurement procedures commonly used in communication research, including those used for assessing such factors as attitudes, beliefs, media use, and consumer behavior. 2nd sem.
  • COM CM 726: Strategic Brand Solutions
    Graduate Prerequisites: COM CM 708.
    Explores the impact of current advertising/marketing issues from business, economic, political, social, legal, and ethical perspectives. Modified case method, with lectures from experts on selected issues.
  • COM CM 728: International Public Relations
    Structure and function of public relations and communication organizations in international settings. Consideration of levels of development, culture, and geopolitical variables affecting public relations and communication programs. Cases and examples drawn from the Middle East, Africa, the Pacific Rim, South America, the European Economic Community, and the former Soviet Union.
  • COM CM 729: Public Opinion and Public Policy
    Examines the components, dynamics, and mutual effects of the U.S. decision-making process and public opinion. Students apply this knowledge to case studies of persuasion campaigns and provide a written policy paper and oral reports. Examines key principles of comparative government, political science, organizational communication, decision making, and group dynamics as bases for measuring and comparing the relationships between public opinion and public policy in the United States and elsewhere.
  • COM CM 730: Marketing Communication
    Addresses basic marketing and promotion principles used to increase awareness of and change in attitudes and buyer behavior about products, services, and organizations. Students learn to evaluate appropriate promotional mixes, examine the role of communication, and develop marketing communication strategies through the use of case studies and classroom discussion. 1st sem.
  • COM CM 732: AdLab
    Graduate Prerequisites: COM CM 708.
    Provide graduate students with real life, hands on experience replicating the process and procedures typical in the advertising industry. Direct contact with clients will give account and creative groups a first-hand understanding of the realities of the advertising business. Account teams will develop advertising strategy and create ads for clients. 2 cr.
  • COM CM 734: Governmental Public Affairs
    Graduate Prerequisites: COM CM 701.
    Governmental public relations in this century; primary attention to current programs of public relations at national, state, and local levels. Public contact problems, including personnel recruitment, agency purpose, agency publics, and executive direction. Research participation in the field.
  • COM CM 741: Design & New Media
    Provides knowledge and practice for effective graphic design for all media. Develops a foundation in design principles and software skills including Illustrator, Photoshop, and InDesign. Students create projects demonstrating how graphic design is used to engage an audience and enhance comprehension of all forms of mass communication from traditional print to new media.
  • COM CM 742: Media Relations
    Graduate Prerequisites: COM CM 701 and COM CM 707.
    Students learn publicity techniques used in media of mass communication, including daily and weekly newspapers, magazines, radio, television, and film. Practitioners invited to class to present publicity problems. Case study method and workshop sessions with informal discussion. 2nd sem.
  • COM CM 743: New Media & Public Relations
    Graduate Prerequisites: COM CM 701.
    Explores the effects of new media on the fundamental theories, models, and practices of public relations. Studies how websites, blogs, citizen journalism, social media, direct-to-consumer communication, podcasting, viral marketing, and other technology-enabled changes are affecting interpersonal, small group, and mass media relationships. Also covers and uses the interactive tools that are re-defining the practice of public relations. The course combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media.