Mass Communication, Advertising, and Public Relations

Colleges: College of Communication | Metropolitan College

College of Communication

Principles and Practices of Public Relations

COM CM 301

Introduction to origins, scope, and principles of professional practice. Covers the theories, strategies, and tactics used in public relations programs for corporate, governmental, and nonprofit institutions. Focuses on ethical decision-making in researching problems, setting objectives, identifying audiences, designing messages, choosing communication channels, and evaluating results. Examines opportunities and requirements for work in the field. 4 cr. Tuition: $2480

Summer 1 (May 20-June 24)

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Professional Presentation

COM CM 311

Introduces students to theories and skills of effective public address through an intensive battery of practical public speaking assignments. Course topics include clear, reasoned organization of messages; effective use of evidence; audience analysis and adaptation; skilled verbal, nonverbal, and audio/visual delivery; group communication; principles of persuasion and argument; critical listening and evaluation of public address. 4 cr. Tuition: $2480

Summer 1 (May 19-June 25)

Summer 2 (June 30-August 6)

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Corporate Communication

COM CM 313

Prereq: (COM CM 301). Explores the trends and issues affecting corporations, crisis management, public affairs communication, consumer affairs, employee relations, environmental problems, and issues of multinationals. Uses case studies. 4 cr. Tuition: $2480

Summer 1 (May 20-June 24)

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Introduction to Advertising

COM CM 317

History, nature, function, practice, and social and economic aspects of advertising; ethical responsibilities, psychological appeals, marketing, media, research, product analysis, creative strategies, and agency operation. Students prepare a comprehensive advertising plan including a marketing strategy and speculative advertising campaign. 4 cr. Tuition: $2480

Summer 1 (May 19-June 25)

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Mass Communication Research

COM CM 321

Introduction to the philosophy and process of social-scientific research and the most common methods used to study mass communication. Includes a variety of research methods, an examination of data-analysis procedures, and an analysis of mass communication issues. 4 cr. Tuition: $2480

Summer 1 (May 19-June 25)

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Design and New Media

COM CM 323

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. 4 cr. Tuition: $2480

Summer 1 (May 19-June 25)

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Writing for Communication

COM CM 331

Prereq: (COM CO 201). Intensive exposure to some of the basic writing formats in communications: news releases, letters, features, and profiles. Lead writing, editing, and techniques of interviewing. Extensive writing and rewriting. Develops basic writing skills for various audiences. 4 cr. Tuition: $2480

Summer 1 (May 19-June 25)

Summer 2 (June 30-August 6)

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Public Relations in Nonprofit Settings

COM CM 345

Prereq: (COM CM 301). Examines the role of managed communication and marketing in public relations problems unique to health, education, and human and public service organizations. Analysis of organizational structure, publics/audiences, public relations and communication programs, and fundraising practices of these agencies. 4 cr. Tuition: $2480

Summer 1 (May 20-June 24)

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Theory and Process of Communication

COM CM 380

Focuses on the nature, processes, and functions of communication in human life. Discussions include basic assumptions of theory-building as applied to the study of communication, cognition and language, and the contexts of communication. Models and theories are reviewed and evaluated. 4 cr. Tuition: $2480

Summer 1 (May 20-June 24)

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Fundamentals of Creative Development

COM CM 417

Prereq: (COM CM 317 & COM CM 331). 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. 4 cr. Tuition: $2480

Summer 2 (June 30-August 6)

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Media Relations

COM CM 441

Prereq: (COM CM 301 & COM CM 331). Students study a variety of publicity tactics (news conferences, feature placements, special events, and media tours), which they combine into publicity campaign plans. Involves lectures, in-class discussions, video cases, and individual take-home cases. Students are encouraged to plan campaigns in their area of interest. 4 cr. Tuition: $2480

Summer 1 (May 19-June 25)

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New Media and Public Relations

COM CM 443

Prereq: (COM CM 301). 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. Combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media. 4 cr. Tuition: $2480

Summer 1 (May 19-June 25)

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Managing Corporate Crises and Issues

COM CM 522

Prereq: (COM CM 301). Grad Prereq: (COM CM 701). Review and diagnosis of major crises and issues affecting corporations. Case discussions of five types of crises: technological, confrontational, malevolence, management failure, and management control. Examines appropriate management actions and communications before, during, and after a crisis. Reviews issues management: monitoring, analysis, strategy determination, and implementation. 4 cr. Tuition: $2480

Summer 1 (May 19-June 25)

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Oral Presentation

COM CM 714

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. 4 cr. Tuition: $5712

Summer 1 (May 19-June 25)

Summer 2 (June 30-August 6)

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Public Relations in Nonprofit Settings

COM CM 715

Grad Prereq: (COM CM 701). Principles and practices of public relations in social, health, educational, and public service institutions. Analysis of the structure, publics/audiences, public relations, communication, and marketing programs unique to nonprofit agencies. Attention to recruitment and management of volunteers, fundraising, budgeting, and intra- and inter-agency relationships. 4 cr. Tuition: $5712

Summer 1 (May 20-June 24)

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Fundamentals of Creative Development

COM CM 717

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. 4 cr. Tuition: $5712

Summer 2 (June 30-August 6)

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Communication Research

COM CM 722

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. 4 cr. Tuition: $5712

Summer 1 (May 20-June 24)

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Media Relations

COM CM 742

Grad Prereq: (COM CM 701 & COM CM 707). Students learn publicity techniques used in media of mass communication, including daily and weekly newspapers, magazines, radio, television, and film. Practitioners are invited to class to present publicity problems. Includes case study method and workshop sessions with informal discussion. 4 cr. Tuition: $5712

Summer 1 (May 19-June 25)

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New Media and Public Relations

COM CM 743

Grad Prereq: (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. Combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media. 4 cr. Tuition: $5712

Summer 1 (May 19-June 25)

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Metropolitan College

Principles and Practices of Advertising

MET CM 708

Provides an application driven overview of the advertising industry. Content includes a breakdown of the foundations of advertising in general, an overview of the agency structure, market/brand analysis, target audience definition, and an understanding of consumer insight. The principles of creative strategy and execution are introduced along with media basics. Students, in teams, apply content from the course through a simulation of a digital marketing problem provided by an industry professional. Through this simulation, students have the opportunity to apply strategic concepts and creative executions, thus gaining an understanding of a number of traditional and new advertising practices. Permission required for non-MET students. Contact Metropolitan College, 755 Commonwealth Avenue, Room 103 (617-353-3000) for more information. 4 cr. Tuition: $3200

Summer 1 (May 19-June 25)

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Video in the Digital Age

MET CM 714

Prereq: (MET CM 716, MET CM 717, or MET CM 744) or with instructor's permission. The role of video has become even more significant in terms of the digital environment for branded content, webisodes, viral video, corporate micro-documentaries, and instructional/educational website content. How this is integrated with, and disseminated by, social media is key. In addition, budgetary constraints in relation to work for the web often require a different creative approach than traditional broadcast media. This course explores the creative development of video concepts and introduces students to basic production techniques as they relate to the development of video geared for the web. This is mainly a writing and concept development course. Some rudimentary editing techniques are discussed throughout the semester. Permission required for non-MET students. Contact Metropolitan College, 755 Commonwealth Avenue, Room 103 (617-353-3000) for more information. 4 cr. Tuition: $3200

Summer 1 (May 20-June 24)

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Digital Communication

MET CM 716

Designed to introduce students to using new media tools for creating media communication. Students build an integrated campaign and website using Photoshop, InDesign, iMovie, Dreamweaver, and Flash. Students develop an understanding of the process of design consisting of ideation, strategy, and execution. Permission required for non-MET students. Contact Metropolitan College, 755 Commonwealth Avenue, Room 103 (617-353-3000) for more information. 4 cr. Tuition: $3200

Summer 2 (June 30-August 6)

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New & Traditional Media Strategies

MET CM 736

Prereq: MET CM708. Examines media planning, buying, and sales as performed by advertising agencies, clients, and the media. Evaluates research sources that provide data on media audiences and product usage. Examines contemporary trends in communications media and their effects on advertisers. Permission required for non-MET students. Contact Metropolitan College, 755 Commonwealth Avenue, Room 103 (617-353-3000) for more information. 4 cr. Tuition: $3200

Summer 2 (June 29-August 5)

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