JOUR 326 - IMC Planning

Institution:

Point Park University

Subject:

JOURNALISM

Description:

This course will explore methods of planning integrated communications programs to meet business/organizational strategic objectives. Students will gain the skills of the advertising (communications) planner by learning about target public and market behavior patterns; loyalty rationales of customers, employees and other key stakeholders; message effectiveness and other planning areas. Students will develop an understanding of interpreting and applying research data and strategic objectives to construct creative platforms. This course includes advanced communication research, interview techniques, ethnography and virtual focus groups by using blogs and other social media. Course Objectives (1)Acquire communications strategic planning skills that enable students to produce comprehensive programs and campaigns for organizations. (2) Develop writing and design skills that meet professional standards in advertising and public relations. (3) Further develop research skills in survey design and management, focus group management and secondary research methods using data bases and media planning/resource systems. (4) Become knowledgeable and persuasive in articulating the need for integrated communications in the management of today's organizations fulfilling their missions and enabling their visions. (5) Perfect written and oral presentation skills as related to the communications professions.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.pointpark.edu

Phone Number:

(412) 391-4100

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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