Prerequisites: By permission only. Requires interview process and submission of portfolio.
Description: Jacht is an innovative educational experience that puts into practice advertising, public relations, marketing, media, research and creative skills and knowledge in a startup ad agency environment. Students must think holistically about integrated marketing communications strategies and how a campaign contributes to the revenue of an agency as well as to the success of the client being served. Students must consider the broader business goals of both the startup agency and of real-world clients. Students are expected to adhere to strict deadlines and to deliver high quality work on time.
Description: Seminar for graduate students who do not have the equivalent of an undergraduate degree in advertising. Business of advertising and promotion, and the processes and planning involved in strategic promotional communication. Current issues and strategies faced by advertising practitioners, the importance of branding, integrated marketing communications and promotion. Creation of a strategic marketing plan.
Description: Visual and graphic design as applied to the corporate environments of advertising and public relations. Print and electronic design principles, strategies and elements using traditional and new digital technologies. Development of creative materials for actual clients, corporate identities, electronic presentations, professional creative portfolios, non-traditional resumes, and World Wide Web (WWW) sites.
Description: Content and discussions on global issues affecting the public relations profession, the professional, the specialized practices, and the engagement of stakeholders simultaneously at home and at transnational levels.
Description: Global advertising and communication. Cultural, economic, political and social differences that affect advertising strategy and execution in foreign markets. Advertising a USA product or service in the global market.
Description: The alternative and advanced methods of communicating a message, a need, a perception or attitude. Creative storytelling and problem-solving, critique and analysis, and how to creatively communicate with strategic thinking and design.
Description: Philosophies and theories that underlie the discipline and profession of public relations. The critical and supportive perspectives used to gain insight into the history and direction of public relations.
Description: Role of public relations in prevention of crises, response to crises, and recovery from crises. How to preempt, prepare for and respond to corporate, nonprofit and government sector crises from a public relations perspective.
Description: Communication strategies and tactics using interactive media. Exploration of interactive's role in strategic communications, user experience, information architecture, interactive design and development using current web technologies.
Description: Analysis and preparation of radio and television commercials and announcements in terms of content and production techniques. Development of structure and functions of the broadcast advertising media. Regulations, responsibilities, audience analysis, and promotion.
Description: Issues in sports media relations and integrated marketing communications. Background of the unpredictable nature of the sports industry and the relationships with its various publics and the media.
Description: Key theories related to the study of social media, important social media monitoring and management practices, and advertising/PR opportunities on the most popular social and mobile media platforms.
Description: Test and hone visual literacy skills in a foreign country. Observe, analyze, and interpret visual information without the aid of text in the native Japanese language. Sharpen perceptual and analytical skills through daily drawing, writing, and photography in Japan. Increase global awareness through analysis of an issue.
Description: Research in the planning, development and evaluation of advertising. The research process, use of secondary sources of information and how to analyze data from these sources. The planning and execution of primary research. Survey techniques.
Description: Fundamentals of direct advertising, data base building and management, the economics of the industry, development and testing of effective creative materials, product selection and pricing, telemarketing, business to business direct advertising, lead-generating programs, the use of electronic and print media in the direct advertising mix and fund-raising for worthy causes.
Description: The managerial philosophy, techniques, and processes in advertising. Organizational structures, integrated marketing communications, strategic planning, marketing planning, advertising planning, advertising research, budgeting, and decision paradigms.
Description: Conduct research and evaluate the findings to develop and present an integrated marketing communications strategy and creative materials for a multimedia advertising and public relations campaign needed by a client. Application of knowledge, experience, and skills learned in previous courses to a new situation.
Description: Topics vary each term.
Prerequisites: Completion of at least two thirds of required coursework (24 hours) and Memorandum of Courses filed
Description: Capstone course in the Integrated Media Communications (IMC) specialization. Reflect on different theories and concepts and apply those theories and concepts to real-life examples and professional goals in a final paper and presentation to faculty and peers.