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Course Criteria
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3.00 Credits
This course offers a comprehensive overview of public relations and advertising theories and principles with emphasis on the integration of the two disciplines in strategic integrated communications programs. It provides instruction and practical experiance from a strategic and tactical viewpoint using readings, case studies and current-event analysis. The focus is on identifying problems and issues in public relations and advertisin, developing persuasive problem-solving techiniques, and researching and applying creative solutions that can advance the mission and growth of organizations in contemporary society.
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3.00 Credits
The students will study marketing theory, case studies, specific applications to communications programs, and they will develop a complete marketing plan for a client. Course Objectives (1) Assess and prepare the various tools of marketing communications, such as advertising, public relations, direct marketing, etc. (2) Evaluate market opportunities and the competition. (3) Formulate a target market selection by interpreting geographic, demographic, psychographic, and behaviorist data. (4) Design a strategy to differentiate the product/service from the competition and position it in the consumer's mind. (5) Define the consumer decision process. (6) Write marketing communications objectives for the client. (7) Compare the types of media available to accomplish marketing communications objectives. (8) Rate the effectiveness of the promotional program. (9) Evaluate the nature of a totally integrated advertising and marketing communications approach. (10) Formulate tactics and plans to build an effective corporate image. (11) Prepare advertisements and other marketing communications to meet the emotional and logical needs of consumers. (12) Assess the role market segmentation plays in marketing communications programs.
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3.00 Credits
This course explores how public public relations programs are managed in health care, social service and educational organizations. Students will explore programs relating to internal communications, external public relations campaigns and special topics such as crisis communications, marketing communications, public service and fund-raising.
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3.00 Credits
This course provides fundamental instruction in the basics of operating as an independent communications consultant or freelance journalist. This course is appropriate for students interested in starting a communications consultancy and/or those interested in pursuing freelance writing or editing opportunities while working full time. Topics will include: developing a communications business, research, planning, marketing and networking for success, and will be related to current issues, trends and employment opportunities.
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3.00 Credits
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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3.00 Credits
This course, to be taken in sequence with PRAD 561, is designed for students who already have experience or strong academic backgrounds in the field. Students will research, develop, write and prepare, with peer review, public relations campaigns focusing on issues or trends in a specific subject area. Students will work independently to produce individual campaigns but will collaborate on campaign ideas, focus and progress review. The instructor will fill the role of campaign coordinator and will work one-on-one with the students during the course of the two-semester sequence. The objective of the course is to prepare students for a career in marketing, public relations or strategic planning in multiple platforms with a solid foundation in specific subject concentrations. Course assignments are intended for presentation according to highest industry standards and thus for preparation of a student portfolio of professional work. Prerequisite: 6 hours of public relations campaign concentration courses completed. Course Objectives (1) Research, write and produce, from inception to completion, public relations campaigns in specific topic areas: business, environmentalism, education, or criminal justice. (2) Possess expertise in these specific topics, enabling them to produce authoritative and knowledgeable campaigns on these topics. (3) Possess a portfolio of completed public relations campaigns. (4)Enter a highly competitive job environment with a marketable skill set and portfolio establishing them as public relations practitioners knowledgeable in one of the specific topic areas. (5)Possess academic and theoretical knowledge of the media concepts and platforms in the current and future job market. (6)Possess an ability to perform scholarly research, along with normative public relations research abilities, that can apply to future academic endeavors.
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3.00 Credits
This course, to be taken in sequence with PRAD 560, is designed for students who already have experience or strong academic backgrounds in the field. Students will research, develop, write and prepare, with peer review, public relations campaigns focusing on issues or trends in a specific subject area. Students will work independently to produce individual campaigns but will collaborate on campaign ideas, focus and progress review. The instructor will fill the role of campaign coordinator and will work one-on-one with the students during the course of the two-semester sequence. The objective of the course is to prepare students for a career in marketing, public relations or strategic planning in multiple platforms with a solid foundation in specific subject concentrations. Course assignments are intended for presentation according to highest industry standards and thus for preparation of a student portfolio of professional work. Prerequisite: 6 hours of public relations campaign concentration courses completed. Course Objectives (1) Research, write and produce, from inception to completion, public relations campaigns in specific topic areas: business, environmentalism, education, or criminal justice. (2) Possess expertise in these specific topics, enabling them to produce authoritative and knowledgeable campaigns on these topics. (3) Possess a portfolio of completed public relations campaigns. (4)Enter a highly competitive job environment with a marketable skill set and portfolio establishing them as public relations practitioners knowledgeable in one of the specific topic areas. (5)Possess academic and theoretical knowledge of the media concepts and platforms in the current and future job market. (6)Possess an ability to perform scholarly research, along with normative public relations research abilities, that can apply to future academic endeavors.
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3.00 Credits
This course will teach students how to demonstrate 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. Course Objectives Upon successful completion of this course, students will 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 smal l 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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3.00 Credits
Students will research, write and implement advanced social media concepts that include 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. Dual listed with PRAD 473. 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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3.00 Credits
No course description available.
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