Mass Communication, Advertising, and Public Relations

Colleges: College of Communication | Metropolitan College

Note: Course details for Summer 2019 will be available on December 15. The courses below were offered in Summer 2018 and can serve as a guide to what is typically offered.

College of Communication

Principles and Practices of Public Relations

COM CM 301

An introduction to the field of public relations: its theoretical origins, scope, and principles. Discussion focuses on researching problems, setting objectives, identifying audiences, designing messages, choosing communication channels, and evaluating results for all types of organizations. Ethical decision making, on-line communication, and career opportunities are also analyzed via case studies in the field. 4 cr.

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Professional Presentations

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.

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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.

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Introduction to Advertising

COM CM 317

Explores the history, nature, function, and social and economic aspects of advertising: ethical responsibilities, psychological appeals, marketing, media research, product analysis, creative strategies, and agency operation. Students prepare comprehensive advertising plans, including marketing strategy and speculative advertising campaigns. 4 cr.

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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.

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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.

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Writing for Communication

COM CM 331

Prereq: (COM CO 201) First Year Writing Seminar (e.g., WR 100 or WR 120). 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.

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Public Relations in Non-Profit 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.

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Theory and Process of Communication

COM CM 380

Focuses on the processes and consequences of both interpersonal and mass communication and how they differ. Discussions include the nature of verbal and nonverbal communication and the role of language in cognitive processing. Review of the factors that have shaped the nature of contemporary media, their content, and their audiences. Examines theories of the process and effects of mass communication and how these relate to the goals and activities of professional communicators. 4 cr.

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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.

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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 (e.g., business, arts, sports, and politics). 4 cr.

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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.

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Promoting Creative Ideas Online

COM CM 502

Teaches students how to market their creative works online. Students learn to identify targeted marketing and distribution platforms for new websites, video channels, series, and blogs, etc., and how to use social media to find an audience, generate buzz and identify potential funding sources. Students also learn practical entrepreneurial tools needed to organize their creative work as a business venture. 4 cr.

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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.

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Special Topics in Mass Communication

COM CM 561

Topic for Summer 2018: Kpop Culture & Media. According to Jason Robinson, “Music often serves as one of the primary ways that we create and maintain identities.” Music bonds friendships, distinguishes one generation from another, and affects value systems. This course looks at the influence of pop music, lyrics, and performances on gender identity and on the creation and consumption of music. It explores the commonalities of American (e.g., Pussy Cat Dolls) and British (e.g., Spice Girls) forms of music with Eastern forms such as Korean (Kpop and Korean Wave), Japanese (Jpop), and Chinese (Mandopop). The course looks at the history and the influence of mass media and technology on these forms of music and the ways in which music overcomes language barriers. Students explore the role of popular music as a symbol of identity, both culturally and with regard to femininity. 4 cr.

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Special Topics in Mass Communication

COM CM 561

Online offering. Topic for Summer 2018: Designing Dynamic Data Visualization Systems. Provides students with a foundation for understanding how to visualize (and make sense of) dynamic data sources—those that are either extremely large or constantly changing. Through an introduction to the broader conceptual systems and frameworks that facilitate the work of designers and other creative professionals, students acquire a recognition of data visualization as a tool for interpreting/telling stories using dynamic data and promoting data literacy. To that end, students engage with practical exercises and examine relevant case studies across a range of disciplines (including healthcare, social media, finance, and urban planning) in the interest of developing a skillset that enables them to understand critical aspects of a broadly conceptualized dynamic data visualization process and potentially work more effectively as part of future collaborative/discipline-specific endeavors. A $240 technology fee is also charged for this online course in addition to tuition. 4 cr.

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Corporate Public Affairs

COM CM 709

Grad Prereq: (COM CM 701). Monitoring sociopolitical environment, managing corporate crises and confrontations, analyzing issues, formulating political strategies, developing programs of advocacy advertising, constituency communications, and public involvement. Case studies used. 4 cr.

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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.

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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.

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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.

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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.

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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.

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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.

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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. 4 cr.

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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 Animate. Students develop an understanding of the process of design consisting of ideation, strategy, and execution. 4 cr.

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