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Course Criteria
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1.00 Credits
Semester course; 3 laboratory hours. 1 credit. Prerequisite: MASC 366. Corequisite: MASC 464 or permission of instructor. For mass communications majors only. Students learn advanced field shooting and editing techniques as well as the inner workings of the television studio including studio camera operation, advanced audio and video editing, visual storytelling, and advanced camera techniques.
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3.00 Credits
Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC 101 and MASC 203. For mass communications majors only. An introduction to the role of research in public relations, with primary emphasis on content analysis, focus group, survey and communication audit methods and the evaluation of quantitative research data.
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1.00 Credits
Semester course; 1 lecture hour. 1 credit. Prerequisites: MASC 323, 333, 334, 335 and 425. For mass communications majors only. Focuses on how to maximize digital technologies to improve public relations efforts. Focusing on both technique and theory, students will learn some of the most in-demand skills, including how to increase traffic at a Web site and how to promote a product, event or company online; media strategy, including digital press releases and online news rooms; content syndication; digital chat tours; online seminar; online newsletter; blogs; and mobile phone applications.
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1.00 Credits
Semester course; 1 lecture hour. 1 credit. Prerequisites: MASC 203 and 323 or permission of the instructor. For mass communications majors only. Explains the role of the news media, how they operate and the unwritten rules that govern interaction with the news media. Students will learn how to construct an effective media relations strategy, how to be interviewed with skill and assurance and how to evaluate media relations within the organization's public relations plan.
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1.00 Credits
Semester course; 1 lecture hour. 1 credit. Prerequisites: MASC 203 or 204, and 323, or permission of the instructor. For mass communications majors only. Students learn the theory and organizational strategies of special events as a function of public relations. Topics include client consulting, objective setting, budgeting, sponsorships, vendor negotiations and follow-up procedures.
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1.00 Credits
Semester course; 1 lecture hour. 1 credit. Prerequisites: MASC 323, 333, 334, 335 and 425. For mass communications majors only. Provides a framework of principles, approaches and channels for the communication of risk information to diverse publics. Risk communication provides the opportunity to understand the public's concerns related to risks generated by organizations, to engage in a dialogue to address differences and concerns, to carry out appropriate actions that can reduce perceived risks and to create a climate of participatory discourse to reduce friction and increase harmony and mutuality. Risk communication sectors include environment, medical, public health, product recall and others.
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1.00 Credits
Semester course; 1 lecture hour. 1 credit. Prerequisite: MASC 323 or permission of the instructor. For mass communications majors only. Students learn techniques for dealing with sudden and unexpected situations that have a negative impact on organizations and their images to key constituencies. Through case studies and crisis simulation exercises, students develop strategic solutions for crisis situations. Students are provided with the insights, confidence and practical expertise needed to manage the consequences of a wide range of possible crises in ways that maintain, or even enhance, their employer's reputation.
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1.00 Credits
Semester course; 1 lecture hour. 1 credit. Prerequisites: MASC 323, 333, 334, 335 and 425. For mass communications majors only. Focuses on the management skills needed to forge and maintain sound organizational reputations. Drawing on case studies to explore a variety of reputation management strategies, students evaluate different ways of engaging with stakeholders and of shaping their expectations and perceptions. A simulation exercise is used to challenge students to think strategically about managing reputation and then to relate their insights to the work environment.
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1.00 Credits
Semester course; 1 lecture hour. 1 credit. Prerequisites: MASC 323, 333, 334, 335 and 425. For mass communications majors only. Students learn the major communications tools available to promote a brand, with its products or services, to target customers and the central role of public relations in the integrated customer communication process. Through case studies and a simulation, students develop strategic solutions for brand promotion.
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1.00 Credits
Semester course; 1 lecture hour. 1 credit. Prerequisites: MASC 323, 333, 335 and 425. For mass communications majors only. Focuses on the tools to communicate with employees, volunteers and special organizational internal publics, and how those internal messages are used to achieve the goals and objectives of organizations. Students learn the theories of organizational communication and the techniques used to conduct an internal audit of the communication climate in an organization.
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