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  • PRAD 473: Social Media Campaign

    3.00 Credits
    Point Park University

    Students will research, write and implement advanced social media concepts including analytics, advertising, activism, influencers and budgets. Social media for journalists will be emphasized. Students will either work directly with business or nonprofit clients to plan and execute a social media campaign or publish an advanced social media journalism project. Prerequisite: PRAD306. Dual listed with JOUR 573. Course Objectives Upon successful completion of the course, students should be able to: (1) Analyze case studies of social media campaigns. (2) Propose social media strategies for clients. (3) Design social media contests. (4) Propose advertising plans for social media clients. (5) Design social media activism campaigns. (6) Organize social media plans for influencers. (7) Compose social media organizational policies. (8) Execute social media campaigns.
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  • PRAD 495: AD/PR Special Topics

    3.00 Credits
    Point Park University

    No course description available.
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  • PRAD 497: IMC Agency

    3.00 Credits
    Point Park University

    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.
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  • PRAD 513: Social Media Practices

    3.00 Credits
    Point Park University

    This course provides students the conceptual and technical understanding of the power and philosophy of social media, with a focus on how social media is changing media, business, journalism and government in fundamental ways. Upon completion of this course, students will have practical knowledge in the use of social media tools and building and maintaining an online community as well as a solid foundation in writing and reporting for social media. Dual listed with PRAD 306. Course Objectives Upon successful completion of the course, students should be able to: (1) Recognize current social media channels are and how brands use them to communicate with their customers. (2) Understand and be able to produce social media campaign components on various platforms. (3) Know the history and importance of social media and participatory journalism. (4) Understand how to actively engage an audience through social media. (5) Understand how social media fits into the framework of journalism and information sharing, especially during breaking news events.
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  • PRAD 521: Writing for Public Relations

    3.00 Credits
    Point Park University

    This course involves intensive work in preparation of information for newspapers, radio, television, magazines; speech writing; brochures, newsletters; planning publicity campaigns. It includes instruction in Associate Press style and journalistic news writing. Prerequisite: JOUR 503 or equivalent competency.
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  • PRAD 522: Social Media Crisis & Strategic Communications

    3.00 Credits
    Point Park University

    This course involves intensive work in preparation of information for newspapers, radio, television, maga-zines; speech writing; brochures, newsletters; planning publicity campaigns. Prerequisite: JOUR 503 or equivalent competency. 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 526: Principles of Advertising

    3.00 Credits
    Point Park University

    A comprehensive overview of advertising management and creative campaigns. Includes research, targeting/objective setting, media evaluation, copy writing and art direction for print, broadcast and interactive media, along with analysis and exploration of creative techniques and abilities. Students prepare a complete advertising plan and creative campaign for a product, service or institution.
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  • PRAD 527: Principles of Public Relations

    3.00 Credits
    Point Park University

    A comprehensive overview of public relations principles, issues management, and creative campaigns. This course provides instruction and practical experience from a strategic and tactical viewpoint using case studies and current event analyzation. Includes identifying problems and issues in public relations, developing problem solving techniques, and researching and applying the principles of public relations strategies and planning to complex situations facing organizations today.
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  • PRAD 531: Advertising/PR Research

    3.00 Credits
    Point Park University

    Course Description: This course provides an overview of all major research methods used in advertising and public relations research, including focus groups, media measurement sources, ethnography, pretesting (including copytesting) and posttesting and clients' internal data. Students will learn how these resources fit into the public relations and advertising processes.
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  • PRAD 535: Communication Management & Campaigns

    3.00 Credits
    Point Park University

    Students in this course study public relations/advertising agency and department management then act as an agency to plan, research and develop and Integrated Marketing Communications campaign for a local non-profit organization. Focus will be on utilizing advertising, public relations, direct communications and promotions to demonstrate mastery of communications theory/practice, processes and techniques involved in managing an agency or department. Emphasis will be on writing solid integrated marketing communications plans, including strategic tactics and creative tools. Prerequisites:PRAD 521, and PRAD 526 OR PRAD 527, or instructor permission.
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