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: $2640

Summer 1 (May 24-June 28)

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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: $2640

Summer 1 (May 23-June 29)

Summer 2 (July 6-August 10)

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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: $2640

Summer 1 (May 24-June 28)

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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: $2640

Summer 1 (May 23-June 29)

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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: $2640

Summer 1 (May 23-June 29)

Summer 2 (July 3-August 9)

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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: $2640

Summer 1 (May 23-June 29)

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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: $2640

Summer 1 (May 23-June 29)

Summer 2 (July 6-August 10)

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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: $2640

Summer 1 (May 24-June 28)

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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: $2640

Summer 1 (May 24-June 28)

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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: $2640

Summer 2 (July 6-August 10)

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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: $2640

Summer 1 (May 23-June 29)

Summer 2 (July 3-August 9)

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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: $2640

Summer 1 (May 23-June 29)

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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. Tuition: $2640

Summer 1 (May 24-June 28)

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Design & New Media II

COM CM 529

Grad Prereq: (COM CM 741). Prereq: (COM CM 323 or COM CM 741). Professional opportunities in the communication industry are constantly evolving and require graduates who are innovative, visually literate, and flexible with technology solutions. In this course, students develop advanced design and new media skills while participating in multi-media lectures, critiques, and hands-on software skill building. While implementing individualized creative processes, students develop strategic projects from concept through to functional new media campaigns. The projects are continually updated to prepare students for emerging opportunities in the communications industry. 4 cr. Tuition: $2640

Summer 2 (July 3-August 9)

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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. Tuition: $6148

Summer 1 (May 24-June 28)

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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: $6148

Summer 1 (May 23-June 29)

Summer 2 (July 6-August 10)

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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: $6148

Summer 1 (May 24-June 28)

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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: $6148

Summer 2 (July 6-August 10)

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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: $6148

Summer 1 (May 23-June 29)

Summer 2 (July 3-August 9)

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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: $6148

Summer 1 (May 23-June 29)

Summer 2 (July 3-August 9)

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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: $6148

Summer 1 (May 23-June 29)

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Thesis or Project Research

COM CM 909

Grad Prereq: consent of instructor. 4 cr. Tuition: $6148

Summer 2 (July 3-August 11)

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Metropolitan College

The following are courses within the Master of Science in Advertising graduate program. They are also open to non-degree students who have completed an undergraduate degree and have all necessary prerequisites.

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. Tuition: $3320

Summer 1 (May 23-June 29)

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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 cost-effective video concepts and full production of finished videos. By the end of the course, students will have filmed and edited complete one to three minute videos. Along with instruction in writing/concepting, students will learn to operate cameras and perform basic editing techniques in Final Cut. 4 cr. Tuition: $3320

Summer 1 (May 24-June 28)

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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. Tuition: $3320

Summer 2 (July 6-August 10)

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