Strategic Communication, Advertising & Public Relations Certificate

COMM 374. Principles of Strategic Communication. 3 Credits.

This course introduces the fundamental theories, concepts, and applications of strategic communication to critically analyze its social influence and meet organizational goals. F,S.

COMM 430. AD/PR Campaigns. 3 Credits.

Provides students an opportunity to apply their knowledge and skills in strategic communication to a real-client situation. The essentials of developing and executing a campaign are covered, including market and audience research, positioning, traditional and social media strategies, budgeting, public relations programs, creative strategies, actual execution, and evaluation of the campaign. S.

COMM 352. Writing for Advertising & Public Relations. 3 Credits.

Intensive practice in preparing, planning and writing the materials used in public relations, with a special emphasis on engaging the media as well as internal and external target audiences. Prerequisite: COMM 200 or consent of instructor. F,S.

MRKT 340. Integrated Marketing Communications. 3 Credits.

This course focuses on the state-of-the-art strategic concept of integrated marketing communication (IMC). IMC incorporates advertising, sales promotions, publicity, public relations, personal selling, Internet, and any other means by which marketing information is communicated to people. The course will involve a synthesis of the theoretical, practical, and social considerations of IMC. Prerequisite: MRKT 305; Junior or Senior Standing. F.

COMM 313. Persuasion. 3 Credits.

An examination of principles and practices of persuasion and its influence across communication contexts. Emphasis will be placed on ethical standards and implications of persuasion and influence. F,S.

COMM 345. Social Media Strategy. 3 Credits.

This course focuses on scholarly and commercial aspects of social media strategy as a Communicative practice. In particular, course topics include a variety of social media driven outcomes including social activism, constituent engagement, outreach and advocacy, reputation management, analytics and optimization, and enhancing the quality and impact of message transmission in the social online environment. S.