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  • PRAD 326: Integrated Marketing Communications

    3.00 Credits
    Point Park University

    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.
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  • PRAD 327: Public Relations Issues and Practices

    3.00 Credits
    Point Park University

    Students will explore the principles involved in public relations with major emphasis on achieving and understanding the issues that public relations professionals face on a regular basis. Focus will be on the in-depth study of theories learned in previous public relations courses at Point Park with emphasis on delving into current issues related to those theories. Students are expected to have a basic understanding of key public relations theories and will use class time to expand on areas of interest while applying their knowledge to resolving situations requiring public relations expertise. Prerequisite: PRAD 206. Course Objectives (1) Interpret the 20th century history of public relations. (2) Develop a complete understanding of the values and practice of public relations in government, corporate and social service sectors. (3) Apply the principles of public relations strategies and planning to complex situations (negative and positive) facing organizations today. (4) Improve student media literacy and critical thinknig of current events related to the study of industry best practices in public relations.
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  • PRAD 348: Sports Media and Marketing

    3.00 Credits
    Point Park University

    This course is a survey of issues pertaining to sports media and the marketing of sports products and entities. Emphasis is given to the application of strategic marketing planning concepts. The guiding framework for the course is a "5Ps" model of sports marketing developed with the aim of creating exceptional customer experiences. In turn, experiences strengthen relationships between a company or organization and its customers. The course will also substantially review the emerging trends, tactics and platforms of sports media and be a weekly forum for examining analyzing "hot button" issues breaking in the industry. Course Objectives Upon successful completion of the course, students will be able to: (1) Describe the position of sports marketing and sports media as a distinctive subset of marketing and communications. (2) Identify key issues in the marketing of sports products and properties (i.e., "marketing of sports") and sports media. (3) Explain the role of sports in the marketing strategies of non-sports entities (i.e., "marketing through sports"). (4) Understand the "experience orientation" that places the customer at the center of all marketing and media endeavors. (5) Explain how sports media complements marketing strategies. (6) Develop Idea Innovation practices to develop creative mindsets and habits.
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  • PRAD 395: AD/PR Special Topics

    3.00 Credits
    Point Park University

    No course description available.
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  • PRAD 416: Special Events Planning

    3.00 Credits
    Point Park University

    Students learn the fundamentals of special event planning from a strategic and tactical viewpoint and the role integrated communication plays in the success of any special event. Emphasis will be placed on researching, developing and successfully planning all aspects of a full special event program for a local client. Prerequisite: JOUR 321. Course Objectives Upon successful completion of the course, students should be able to: (1) Identify special event planning as a fundraising and communications business model in today's non-profit organizations. (2) Distinguish between the key types of promotion and communication vehicles used in special event planning in relationship to the goals and mission of the organization. (3) Demonstrate efficiency in research and evaluation models used to identify and measure the success of special event strategic planning. (4) Interpret the complexities of all aspects of special event planning as approaches to cultivating relationships and building strong bonds with the organization, key business and civic leaders, and the media. (5) Analyze the needs of a client and make recommendations through the development of a structured, comprehensive strategic special events plan.
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  • PRAD 433: Advertising Competition

    3.00 Credits
    Point Park University

    Students prepare an IMC campaign and present it at the National Student Advertising Competition of the American Advertising Federation. Campaigns have been for a car, credit card company, airline and a magazine publisher, all of which sponsored the annual competition. Students assume job titles and descriptions and produce a comprehensive IMC plan, involving research and all forms of the Integrated Marketing Communications process, including media. 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) Perfect the skills necessary to write, design and present a professional level IMC campaign within a team environment. (2) Engage in primary and secondary research methods as well as develop a tactical ability to conduct and analyze research for organizations. (3) Improve abilities to understand, interpret and counsel management professionals with respect to complex marketing situations involving pricing, distribution, brand personality, product appeal and integrated promotions. (4) Further develop the capabilities of understanding the marketing mix including situation analyses, competitive factors, measurable objective settings, complex media mix patterns (traditional, social, direct) and communications evaluation and measurement methods. (5) Develop the professional edge enabling future employers to see positive, creative, intelligent individual talent and the ability to work under pressure with multi-tasking and teamwork. (6) Develop leadership and followership abilities to high levels.
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  • PRAD 436: Advertising Campaign

    3.00 Credits
    Point Park University

    Basic advertising skills are utilized and refined. Students are required to create and present a full campaign for a new product, including marketing concept, objectives, product positioning, goals, layouts, media and commercial presentation. Course Objectives (1) Create a complete Integrated Marketing Communications campaign for a client. (2) Demonstrate teamwork skills. (3) Produce an Integrated Marketing Communications campaign that will be a valuable asset to any portfolio. (4) Exercise teamwork as part of a successful advertising campaign.
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  • PRAD 453: Social Media Crisis and Communications

    3.00 Credits
    Point Park University

    The purpose of this course is to examine strategic communication practices throughout the stages of a crisis event. Special emphasis is placed on crisis planning, media relationships, image restoration, legal and ethical responses, and the use of social media in news reporting, especially during a crisis. Students will examine recent crises and the proper management of information flow. The course will also cover communications impact of crises on employees, communities, shareholders, donors and government publics. Emphasis will be placed on how to effectively handle a social media crisis and use social media to report on a crisis. Students will also learn how to write and implement social media policies, both for employees and users.Prerequisite: PRAD306. . Course Objectives Upon successful completion of the course, students should be able to: (1) Recognize the importance of crisis communication in a crisis-driven world. (2) Learn valid methodologies of crisis management and communication both offline and on social media. (3) Become familiar with practice on how to communicate with the media before, during and after a crisis and how to engage with social media in an interconnected world. (4) Analyze journalistic content during a crisis comparing and contrasting social media and traditional media. (5) Develop a journalistic plan for storytelling during a crisis.
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  • PRAD 463: Social Media Analytics and SEO

    3.00 Credits
    Point Park University

    This course will teach students how to prove return on investment (ROI) to clients by understanding and evaluating analytics. In addition, students will learn search engine optimization best practices to further increase a brand's social media ROI. Students will have a deeper understanding of the principles and how to measure and prove the ROI of social media and a working knowledge of various industry-standard analytics tools. Students will write social media reports for clients based on ROI and analytics results. Prerequisite: PRAD 306. Dual listed with JOUR 564. Course Objectives Upon successful completion of the course, students should be able to: (1) Learn the fundamentals of data analytics and SEO and the data analytic pipeline. (2) Develop competency in the web-based analytics/SEO programs including Google Analytics and Facebook Insights. (3) Understand how analytics and big data affect various functions including marketing and the supply chain. (4) Analyze data and write reports to illustrate data trends to show ROI. (5) Apply machine learning algorithms to make sense out of data sets both large and small. (6) Speak fluently to disparate groups within an organization, from management to the IT director, about data and the results and implications of data analyses. (7) Implement recommended best practices for analytics and SEO and understand how to apply them within an organization. (8) Know how to identify and evaluate problems and issues with a web site affecting its business performance. (9) Contribute to a planning process to define and SEO strategy.
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  • PRAD 472: Media Planning and Buying

    3.00 Credits
    Point Park University

    An introduction to media planning, including the problems, techniques and strategy of choosing media as advertising space and time in all types of media as well as targeting media for publicity. Emphasis on the planning of the media schedule and its relationship to the creative strategy, paying particular attention to non-traditional and new media.
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