Courses

• COM CM 345: Public Relations in Non-Profit Settings
  Students examine 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, public relations and communication programs, and fund-raising practices of these agencies.
• COM CM 380: Theory and Process of Communication
  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.
• COM CM 405: New & Traditional Media Strategies
  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 communications media and their effects on advertisers.
• COM CM 409: Persuasion and Public Opinion
  The theories, strategies, and techniques of persuasion as a means of shaping public opinion and attitudes. How individuals, business, government, and institutions craft messages and communicate through the press, entertainment media, advertising, and public relations. Ascertaining and understanding the beliefs, attitudes, and values of groups and society.
• COM CM 410: NSAC
  National Student Advertising Competition gives students the opportunity to participate in organizing and managing and executing a real world marketing communications program for a major brand. The class will represent BU in a national competition held in late spring. 2 cr.
• COM CM 411: Art Direction
  A course for students interested in pursuing a creative career as an art director. Through real-world assignments, creative critiques, lectures and case studies, students strengthen conceptual and visual decision-making skills required to create effective advertising communication. This is a hands-on, idea driven course. Assignment work product will include ideas executed in a range of media as well as package design and corporate identity. Experience using the industry graphics software will be helpful.
• COM CM 412: Consumer Insight & Account Planning
  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 416: Strategic Brand Solutions
  Explores the impact of current advertising and marketing issues from business, economic, political, social, legal, and ethical perspectives. Modified case method, with lectures from experts on selected issues.
• COM CM 417: 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.
• COM CM 419: Advertising Management
  Administration of a complete advertising program. Case-study method used to explore the marketing mix, budgeting, medial strategy, planning, coordinating advertising with promotion, working with client or agency, and the social responsibility of advertisers.
• COM CM 420: Ad Lab
  Experience in student-run, full-service advertising agency. Students organize, manage, and perform all functions: solicit business, perform market and consumer research, contact clients, write plans, create advertising campaigns, evaluate media, and prepare campaign evaluations for community service agencies. 2 cr. This course fulfills a single unit the following BU Hub area: Teamwork/Collaboration.
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  • Teamwork/Collaboration
• COM CM 421: AdLab E-Board
  This course represents the management function of the student-run AdLab. 2 or 4 cr.
• COM CM 423: Portfolio Dev
  This course description is currently under construction.
• COM CM 425: Advanced Copywriting
  This course builds on the concept development and copywriting foundations learned in prerequisite courses. Assignments will require the creation of copy for a range of audience segments and media channels. Students will learn to shape copy for video, digital, print, and social media.
• COM CM 437: Portfolio Development II
  A continuation of Portfolio Development I, this course continues the iterative process required to construct a competitive advertising portfolio. Students work to refine concepts, revise and strengthen the impact of the art direction and copywriting, and determine how the work should ultimately be displayed.
• COM CM 441: Media Strat/Mgt
  This course description is currently under construction.
• COM CM 442: Business of Pr
  
• COM CM 443: New Media and PR
  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.
• COM CM 444: Gov Pub Affairs
  
• COM CM 448: Internatl Pr
  

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