Curriculum for Marketing Communication Degree

In this introductory marketing course, students will learn the foundations of marketing including how to develop the marketing mix (product, price place, promotion) for goods, ideas or services. Students will apply what they have learned as they respond to current issues, case study questions and develop a marketing plan for a real organization. Students will learn how to function within successful teams as they engage with actual businesses to analyze and recommend market-driven solutions to real-world business challenges and opportunities.

Students will learn how to utilize digital platforms as part of a comprehensive and integrated marketing strategy. Through a mix of strategy, professional certification(s), and hands-on application, students will navigate the digital marketing ecosystem and apply best practices in the field.

Students will develop a resonant, data-driven, and ethically sound Integrated Marketing Communications Campaign for a real-world client. Utilizing all elements of the promotional mix, they will design this IMC campaign to achieve all objectives set forth by the client.

This class is designed to provide students who have little or no digital video production knowledge with an introduction to methods and strategies for production of digital video stories. Using the art of telling a story, the class will create educational, informational or personal experience video productions utilizing audio, video, scriptwriting and digital editing techniques. The class will be focused around hands-on projects, critiques and editing on nonlinear workstations.

This content and hands on production class examines and creates audio and video for web cast, podcasts, and social media venues. Students will script, capture, edit, enhance and host audio and video projects for specific audiences.

This course explores the legal context of communication through the mass media and closely related industries in the United States. Students will become familiar with the workings of the judicial system, including its structure and procedures. The course fosters an appreciation of how longstanding legal frameworks have been applied to different media environments, including the Internet. Students will develop an understanding of these issues and the ability to analyze the important legal, ethical and policy issues related to the mass media.

Public relations is a communications-driven practice, used to develop and manage mutually beneficial relationships between an organization and its various constituencies. This course offers the opportunity for the development and execution of a public relations campaign in a variety of circumstances. Emphasis is placed on a management approach and application of the four-step Public Relations process, solving public relations problems through Research, Action, Communication, and Evaluation. Students will apply public relations theories, tools and techniques to the public relations campaign. Research, planning and execution are practiced. Students design a public communication campaign involving media management, community relations, educational outreach or other methods of advocacy in the public forum for such agencies as government, hospitals, education corporations, and non- profit organizations. Emphasizes systematic analysis of clients and publics, formulation of goals and strategies, and multimedia communications. Evaluation of effectiveness and budget preparation included.