Mass Communication, Advertising & Public Relations
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COM CM 180: Understanding Media
During the semester, Understanding Media course will trace the development, survey the literature, and explore the impact of media--whether traditional, interactive, social or mobile--examining conceptual, theoretical, and practical aspects of today's global media environment. The course will also review the factors that have shaped the nature of contemporary media, including their content, uses, functions, and audiences. Understanding Media provides students with a broad understanding of the social and psychological impact of mediated communication and empowers students to think originally and critically about how media technologies evolve, function, advance, and shape society, industry, and professional practices. It makes dynamic connections between theoretical frameworks, everyday life, and industry practices in a manner that can engage undergraduate students in Advertising, Media Science, and Public Relations and can inform them of the significance of using strategic approaches to constructing, disseminating, and evaluating media initiatives and media messages. (Formerly CM380, students should not take this if they have already taken CM380.)4 cr. Either sem. -
COM CM 211: Professional Presentation
Students will learn the essentials of effective presentation, from preparation, audience analysis, and content development to critical thinking when presenting. Students will incorporate theories and skills of effective communication in a variety of contexts (e.g., common business and social settings). Effective Fall 2018, this course fulfills a single unit in the following BU Hub area: Oral and/or Signed Communication. 4 cr. Either sem. -
COM CM 215: Principles and Practices of Public Relations
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 case studies in the field. The format is a combination of informal lecture and small-group discussion, case analysis, and guest lecture. Open the freshmen. (Formerly CM301. Students cannot take this course for credit if they have already taken CM301.)4 cr. Either sem. -
COM CM 217: Introduction to Advertising
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. Open to freshmen. (Formerly CM317. Students cannot take this for credit if they have already taken CM317.)4 cr. Either sem. -
COM CM 313: Corporate Communication
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. -
COM CM 321: Communication Research Methods
CM321 Communication Research Methods is an introduction to the social scientific method of inquiry and the fundamental concepts and processes of social scientific methods that are used in media science, advertising, and public relations. Assorted research methods are covered, including both quantitative and qualitative. Also included are literature review, research design, research execution, quantitative and qualitative data analysis, and reporting of findings. -
COM CM 331: Writing for Communication
Intensive exposure to some of the basic writing formats in the communications profession: news releases, letters, features, and profiles. Lead writing, editing, and techniques of interviewing. Extensive writing and rewriting. Develops basic writing skills for different audiences. Effective Fall 2018, this course fulfills a single unit in the following BU Hub area: Writing- Intensive Course. -
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 405: Media Strategies
This course examines media planning, buying, and sales as performed by advertising agencies, clients and the media. Students will discuss the essential principles, measurements, procedures and problems encountered in determining appropriate media in which to place specific kinds of advertising messages designed to reach closely defined target audiences. Students will learn to use research sources that provide data on media audiences and product usage. The advantages and disadvantages of various media will be discussed from an advertising perspective. The course will examine contemporary trends in communications media and their effects on advertisers. -
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 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. Effective Fall 2018, this course fulfills a single unit the following BU Hub area: 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 Development
A course for students interested in the creative side of the advertising industry. Work in teams and individually to develop creative ideas, campaigns, and an entry-level portfolio of work (print, video, digital, mobile, experiential). A workshop-like environment, mirroring an advertising agency, is augmented with lectures and case studies. -
COM CM 425: 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 441: Media Strategies and Management
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). -
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 471: Communication Internship
Students are placed in advertising and public relations agencies, communication departments of firms, sales departments of firms, sales departments of media, and sales promotion agencies. Minimum of 15 hours per week during school semesters, or full time during the summer. Instructor and sponsor oversee student work. A comprehensive final report completes coursework. 2 or 4 cr.
