This course is intended to provide you with an overview and some experience with the creation, and where applicable analyses, of marketing and communications products. My intent is for this course to be valuable to students who wish to work specifically in the communications field, in a broader marketing role, or pursue entrepreneurial ventures.
More often than not, people confuse the functions of marketing with that of PR and/or communications in general. Or, people think that MarComm is advertising. It is very confusing to many. The scope of this course, however, will reflect the full breadth of the integrated marketing communications discipline.
In the last decade, the world of marketing communications has undergone an enormous and fundamental shift. Consumers and the general public no longer consume information in the same way we did 10 years ago. With the prevalence of digital MarComm, we are inundated with messages - both false and true. Today, organizations are struggling to get the messages about their brands out to customers and stakeholders in a way that ensures the brand is perceived by the target audience as originally intended. Consumers are more skeptical, more fragmented, more difficult to reach and constantly barraged by other messages and stimuli. In addition, consumers have much higher expectations from organizations whether privately held businesses, government or academia.
It is important to look at and understand the role that MarComm plays in the overall strategy of an organization versus approaching it from a tactical standpoint. One of the main reasons that MarComm fails in an organization is due to the fact that people often implement it only as a tactical response, rather than a key strategic component of the organization. As such, we will start with the foundational pieces of MarComm.
- Teacher: Heather MacLean
COPP 2033 concentrates on communications research fundamentals in order to provide the foundation for communications practitioners to gather data to support communications plans, strategies and tactics.
This course will give you an introduction to standard and traditional communications research methods as well as assessing and understanding the merits of leveraging social media for communications research. We will review real-life scenarios and discuss the results.
This course is presented as a business learning course and applies learnings, activities and tasks that are required in a real work environment. As a result, students will be expected to both learn and use business standards in the course. These are real skills for careers.
- Teacher: Heather MacLean
This course consists of an in-depth analysis of a specific topic in communications. Social media within the communications environment is becoming the most important way organizations communicate with their publics. It considers social media platforms, theories of media communications, critical understandings of social media including ethics, as well as practical application of analytics and measurement of social media including search engine optimization, Google Analytics and social media management.
- Teacher: Olivia Parker
This course will explore the coverage of stories through the lens of video and photography and how to shape and present them in a TV newscast. Prerequisite: JOUR 2123 or permission of professor.
- Teacher: Don Dickson