PRAD 497 - IMC Agency

Institution:

Point Park University

Subject:

Description:

Students will work in a student-run agency model to plan, research and construct integrated communications campaigns for local nonprofit, business or civic organizations utilizing advertising, public relations, direct communications and promotions. Students will assume agency job titles and descriptions and will demonstrate mastery of communications theory/practice, processes and techniques, and agency management. The course will also serve as a valuable portfolio for employment. The major goal of the course is to put to work learned advertising, public relations and marketing principles and theories with an emphasis on researching, writing and producing solid integrated marketing communications plans and tactics. Prerequisites: Completion of all School of Communication and PRAD required core courses. Course Objectives Upon successful completion of the course, students should be able to: (1) Comprehend the business aspects of communications in today's non-profit organizations in order to analyze and compare the various integrated communications functions in a comprehensive strategy. (2) Identify the key types of communication vehicles and their strategic approaches in relationship to the goals and mission of public relations and communications. (3) Understand and distinguish between the various types of communication vehicles with knowledge of appropriate use of vehicles based on the audience. (4) Demonstrate efficiency in research and evaluation models used to identify and measure integrated communication success. (5) Analyze a communications problem or situation for a client(s) and prepare a structured, comprehensive integrated marketing communications campaign. (6) Understand the basic components of various types of communications and make conclusions on dealing with issues from an integrated communications standpoint.

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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