Mass Communication, Advertising and Public Relations
College of Communication
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Understanding Media
COM CM 180
Traces the development, surveys the literature, and explores the impact of media--whether traditional, interactive, social, or mobile--examining conceptual, theoretical, and practical aspects of today's global media environment. Reviews the factors that have shaped the nature of contemporary media, including their content, uses, functions, and audiences. 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. The course makes dynamic connections between theoretical frameworks, everyday life, and industry practices in a manner that engages undergraduate students in Advertising, Media Science, and Public Relations and informs them of the significance of using strategic approaches to constructing, disseminating, and evaluating media initiatives and media messages. (Formerly COM CM 380. Students should not take COM CM 180 if they have already taken COM CM 380.) 4 cr.
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Professional Presentation
COM CM 211
Covers the essentials of effective presentation, from preparation, audience analysis, and content development to critical thinking when presenting. Students 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.
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Principles and Practices of Public Relations
COM CM 215
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, online communication, and career opportunities are also analyzed through case studies in the field. The format is a combination of informal lecture and small-group discussion, case analysis, and guest lecture. (Formerly COM CM 301. Students cannot take COM CM 215 for credit if they have already taken COM CM 301.) 4 cr.
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Introduction to Advertising
COM CM 217
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 a comprehensive advertising plan including a marketing strategy and speculative advertising campaigns. (Formerly COM CM 317. Students cannot take COM CM 217 for credit if they have already taken COM CM 317.) 4 cr.
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Introduction to Advertising
COM CM 217
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 a comprehensive advertising plan including a marketing strategy and speculative advertising campaigns. (Formerly COM CM 317. Students cannot take COM CM 217 for credit if they have already taken COM CM 317.) 4 cr.
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Communication Research Methods
COM CM 321
Prereq: (COM CM 180). 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. Covers assorted research methods, including both quantitative and qualitative. Also includes literature review, research design, research execution, quantitative and qualitative data analysis, and reporting of findings. 4 cr.
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Communication Research Methods
COM CM 321
Undergraduate Prerequisites: COM CM180 - Prereq: (COM CM 180). 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. Covers assorted research methods, including both quantitative and qualitative. Also includes literature review, research design, research execution, quantitative and qualitative data analysis, and reporting of findings. 4 cr.
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Writing for Communication
COM CM 331
Prereq: (COM CO 201) and First-Year Writing Seminar (e.g., CAS WR 100 or CAS WR 120). 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, course fulfills a single unit in the following BU Hub area: Writing-Intensive Course. 4 cr.
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Writing for Communication
COM CM 331
Undergraduate Prerequisites: CO201 AND First Year Writing Seminar (e.g., WR 100 or WR 120). - Prereq: (COM CO 201) and First-Year Writing Seminar (e.g., CAS WR 100 or CAS WR 120). 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, course fulfills a single unit in the following BU Hub area: Writing-Intensive Course. 4 cr.
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Advertising Strategy & Consumer Insights
COM CM 412
Prereq: (COM CM 217). 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. 4 cr.
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Fundamentals of Creative Development
COM CM 417
Undergraduate Prerequisites: (COMCM217 OR COMCM317) - Prereq: (COM CM 217 or COM CM 317). Focuses 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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Design Strategy and Software
COM CM 501
Prereq: Sophomore standing. Provides knowledge and practice for effective graphic design for all media. Develops a foundation in design principles and creative software skills including Adobe Illustrator, Photoshop, and InDesign. Students create projects demonstrating how design strategies are used to engage audiences and enhance comprehension of all forms of mass communication from traditional print to digital media. Effective Fall 2020, this course fulfills a single unit in each of the following BU Hub areas: Digital/Multimedia Expression, Aesthetic Exploration, Creativity/Innovation. (Formerly COM CM 323. Students cannot take COM CM 501 for credit if they have already taken COM CM 323.) 4 cr.
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Design Strategy and Software
COM CM 501
Undergraduate Prerequisites: Sophomore standing. - Provides knowledge and practice for effective graphic design for all media. Develops a foundation in design principles and creative software skills including Adobe Illustrator, Photoshop, and InDesign. Students create projects demonstrating how design strategies are used to engage audiences and enhance comprehension of all forms of mass communication from traditional print to digital media. Effective Fall 2020, this course fulfills a single unit in each of the following BU Hub areas: Digital/Multimedia Expression, Aesthetic Exploration, Creativity/Innovation. (Formerly COM CM 323. Students cannot take COM CM 501 for credit if they have already taken COM CM 323.) 4 cr.
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Promoting Your Content 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, pilots, video channels, series, and blogs. Explores 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
COM CM 522
Undergrad Prereq: (COM CM 215) Grad Prereq: (COM CM 701) Students learn about the strategy and tactics associated with effectively preventing, preparing for, managing, and responding to a variety of crisis scenarios that stretch an organization's vital relationships and resources. The course will focus on the options and opportunities available to communication professionals and leaders as they manage a wide range of crisis scenarios. Students will be instructed on how to navigate and provide executive counsel before, during, and after a crisis, while also preparing detailed crisis plans. The course includes lectures, in-class discussions, guest speakers, case examples, and crisis simulations. Students will be challenged to investigate and gain a command of the critical thinking skills, tools and strategies required for successful crisis management and communication in 21st century corporate, non- profit, and government settings. 4 cr.
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Political Campaigns
COM CM 535
Prereq: Sophomore standing. Undergraduate Prerequisite: Sophomore standing. Critical evaluation of political campaign strategies and tactics within the sociopolitical environment. The roles of campaign managers, media consultants, pollsters, press secretaries, and field operatives are studied. Analysis of the impact of press coverage, political advertising, and candidate debates on the electorate. 4 cr.