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Course Criteria
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3.00 Credits
Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC 204 and 380. For mass communications majors only. Intensive practice in choosing the right word for the right occasion. Study of the different types of advertising copy used by both local and national advertisers. Focuses on creative thinking and inspired writing for advertising, branding and communications.
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3.00 Credits
Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC 380. For mass communications majors only. Learn the process of developing professional-level television advertising with a concentration in creative thinking and solutions. Students create TV commercials with attention to scripts, storyboards, talent, visual composition, editing, music, sound effects and direction.
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3.00 Credits
Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC 204, 300 and 380. For mass communications majors only. Study of art direction: practice in visualizing and utilizing media space aesthetically. Students complete assignments each week, ranging from traditional advertising to alternative media venues. Results are presented in front of the class for critique by faculty and fellow students.
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3.00 Credits
Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC 204 and 380. For mass communications majors only. Using media to help achieve the client's ad objective. An intensive problem-based course on using mass, personal and social media to engage the consumer, to help communicate the brand's message and to add impact to a communications campaign. Students will study media planning and buying of all types of media (TV, radio, newspapers, magazines, outdoor, online and nontraditional).
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3.00 Credits
Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC 204 and 380 (or 323). For mass communications majors only. Understanding what advertisers can look for in their research and how they use research to connect with consumers. Through this intensive research practicum focused on account planning, students will learn to research consumers, competition and brands. Students will use quantitative (such as online surveys) and qualitative (such as focus groups, panel studies, one-on-one interviews) methods to research consumers and target audiences. Students will conduct competitive market research on brands.
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3.00 Credits
Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC 204 and 380. For mass communications majors only. Focuses on managing client accounts, team management, group dynamics, negotiating and presentation skills. Students learn how to persuade through understanding of others, including how to make smarter decisions, spark innovation and solve problems more quickly, and how to create a culture of candor, trust, resilience and accountability in clients and in coworkers.
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3.00 Credits
Semester course; 2 lecture and 3 laboratory hours. 3 credits. Prerequisites: MASC 303. For mass communications majors only. Intensive study of the techniques of reporting meetings and news of public affairs. Attention will be paid to covering governmental agencies at all levels. Instruction in newspaper editing included. Quality of writing will be a paramount and continual consideration.
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3.00 Credits
Semester course; 2 lecture and 3 laboratory hours. 3 credits. Prerequisite: MASC 303. For mass communications majors only. An advanced course to provide news beat experience for students reporting on complex issues facing the public in the urban community. Emphasis also on editing, team reporting, in-depth research and interviewing techniques, and use of public records.
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3.00 Credits
Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC 101 and 203. For mass communications majors and media studies minors only. Study of ethical and legal issues affecting the practice of journalism and public relations. Examination and analysis of contemporary issues and problems in conventional and new media. The philosophical foundation and principles of ethical decision making are explored. Critical and unresolved issues are discussed within the legal and ethical framework of modern mass media practice.
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3.00 Credits
Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC 204 and 380. For mass communications majors only. A survey of laws pertaining to the creation of advertising, such as trademark and copyright, and to the effects of advertising in the culture. A discussion of ethical questions pertaining to persuasion, communication and the effects of advertising in the culture.
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