Course Descriptions

 

Introductory Core Courses

Advanced Core Courses

Elective Courses

Advanced Communications Project

COMM K4005.  Strategic Communications: Analysis, Theory, and Ethics.  3 pts.

Description

Must be taken in first semester.

This course teaches students how to think critically, express their reasoning clearly, both in written and oral communications, and to understand the role of strategic communications in the historical development of the field of communications. Through case studies and readings, students are exposed to ethical issues that arise in strategic communications and are required to argue and analyze the ethical dilemmas they will encounter in the working world.

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COMM K4010.  Positioning and Communications Strategy.  3 pts.

Description

This course explores how to create conceptual methods for determining the communications objective(s), target audience(s), and key messages that can most effectively move an organization, or a brand, from where it is now to where it wants to be. It covers how we process information and make choices, how brands help people organize information, competitive analysis, the basics of positioning theory.

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COMM K4015.  Evaluating the Communications Toolbox (formerly Survey and Analysis of Communications Practice).  3 pts.

Description

This course focuses on the importance of identifying a target audience, setting business and communication objectives and understanding the role of the brand/organization in the marketplace. Students are expected to engage in rigorous analysis and criticism as we explore the marketing communications “tool box” examining the definition, function, purpose and measurement of key communications initiatives such as advertising, media, public relations, direct marketing and promotions. Newer approaches, such as viral marketing, cause marketing, SEO/SEM, and interactive marketing are also covered.

Guest Speakers have included:

  • Elizabeth Estroff; Senior Vice President, Corporate Communications, Martha Stewart Living Omnimedia
  • Stacie Bright, Senior Communications Manager, Unilever
  • David Hessekiel, Founder and President; Cause Marketing Forum
  • Steve Liu; Director, Web Customer Experience, 1-800-Flowers.com
  • Mike Swensen, Executive Vice President, Barkley Public Relations
  • Audrey Siegel, Executive Vice President, TargetCast tcm
  • Ed Keller, CEO, The Keller Fay Group
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COMM K4110.  In Search of Insights (formerly Introduction to Market Research).  3 pts.

Prerequisite

COMM K4010 Positioning and Communications Strategy.

Description

Course Fee: $75

This course teaches students the intelligent use of available market intelligence tools in order to uncover relevant consumer and market insights, by focusing on understanding both the principles and the process of conducting good market research for communication development. The course provides an introduction to the basic concepts of market research and an exposure to the process of finding, analyzing, presenting, and effectively using information to make sound marketing and communications decisions. Both qualitative techniques (focus groups, ethnography, observational research, etc.) and quantitative techniques (polling, online research, face-to-face surveys, etc.) are examined. Students make persuasive presentations of their research findings and marketing recommendations in class.

Guest speakers for this course have included:

  • Gordon McLean, Senior Planner, JWT
  • Cathy Lennox, Co-Founder, Galileo Research & Consulting
  • Leslie Hallam, CHAOS Qualitative Consultancy
  • Joshua Greenspan, Copywriter, Publicis
  • Steve Hissam, Senior Brand Manager, Schieffelin & Somerset
  • Sarah Fitzharding, Co-Founder, Galileo Research & Consulting
  • Steve Pagan, Director, Hall & Partners Research
  • Elena Putilina, Category Director, NPD, Remy Amerique
  • Felicia Stingone, Founder, Superfly Consulting
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COMM K4120.  Strategic Writing and Editing (formerly Business and Media Writing).  3 pts.

Description

Must be taken in the first or second semester.

This course provides focused guidance and practice to help students write clearly and concisely in a number of forms, using analytical and critical thinking. Students apply sound reasoning and organizing principles along with careful attention to writing skills to avoid clutter and jargon and to write persuasively and effectively in a variety of business and media situations. Students practice writing memos, e-mails, and letters for both good and bad situations; proposal writing; crafting for the media; and learn how strategic thinking combines with powerful writing and a good understanding of story. By emphasizing how to define clear message points, organize information for clarity, and write for and understand different audiences and media, students gain experience in conceptualizing and executing a variety of written pieces. By the end of the term, students have a better eye for solid writing and are able to write more confidently and effectively.

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COMM K4121.  Building Internal Engagement (formerly Internal Communications).  3 pts.

Prerequisite

Five introductory core courses.

Description

Effective internal communication is crucial to the success of any organization. At its core is engaging internal audiences to carry out the organization's goals and strategy. Through strategic internal communication, communicators can build credibility from within, and impact decisions at the highest level within their organization, and drive bottom line results. This course focuses on the opportunities, challenges, and issues communication professionals face today in dealing proactively and reactively with internal stakeholders. Students learn strategies that work and best practices for developing and managing internal communications for different situations, industries, and locations. How do you influence your CEO to take a leadership position and act as the champion of the employee communications effort? How does employee communications help support a company's vision, mission, and guiding principles? How can leaders build credibility with employees? How do you help ensure high levels of employee engagement throughout your organization? What kind of communication training do supervisors need so they can get the most from their employees? This course has a strong emphasis on research, communications planning, messaging, execution of tactics, and consulting inside a complex organization. Guest speakers will present examples to illustrate real-world situations and best practices.

Guest speakers for this course have included:

  • Gary Grates, Executive Director, Executive Internal and Financial Communications, General Motors Corporation
  • Mike Kuczkowski, Vice President, Edelman Public Relations Worldwide
  • Sara Brewster, Vice President--Marketing Communications, Easter Seals
  • Peter Mazurczyk, President, fusion Inc.
  • Catherine A. Bolton, Executive Director, Public Relations Society of America
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COMM K4131.  Corporate Communications.  3 pts.

Prerequisite

Five introductory core courses.

Description

A company’s reputation, profitability, and even its continued existence can depend on the degree to which its targeted audiences support its core messages or its communications goals and objectives. As executives recognize the growing importance of strategic corporate communications to the success of their organizations, they increasingly rely on their internal public relations staff for the development of strategy and counsel, as well as seamless tactical execution of internal and external communications. In order to inform the general public, interest and trade groups, and stockholders of a company’s policies, activities, and accomplishments, corporate communications professionals must understand the attitudes and concerns of their constituents, establishing and maintaining cooperative relationships with them as well as with the press. Corporate counselors rely on industry practices and techniques, but often their intuition and experience guide them through delicate and “sticky” situations. This course provides students with the opportunity to understand corporate communications—learning what it is like to work within a company or organization to help shape, promote, and even defend a company’s “story.” We also discuss how to navigate the sea of ethics that are involved in this critical role.

Guest speakers for this course have included:

  • Jeannie Kedas, Senior Vice President, MTV Communications
  • Jeanine Liburd, Senior Vice President, BET Communications and Public Affairs
  • Karen Zatorski, Senior Vice President, CBS Marketing
  • Adam Miller, President/Head of Media, Communications and Entertainment Practice, Abernathy MacGregor Group
  • Charles Perkins, Director of Firmwide Issues, Ernst & Young
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COMM K4141.  Communications 3.0: Best Practices in a Networked Society.  3 pts.

Prerequisite

Five introductory core courses.

Description

Digital information and communication technologies have become an integral part of strategic communications. This course will demystify the emerging “Web 2.0” trends that communications professionals need to master in order to succeed in a dramatically changing marketplace. We place digital technologies used today in their historic and contemporary contexts. By learning about the underlying principles behind the convergence revolution, students will gain a better understanding of how to apply their new knowledge in the digital media world. Subjects range from social networks and social media to search engine optimization, search engine marketing, digital brand integration, Web analytics, blogs and podcasts, neural marketing and wireless marketing, among other topics. Students will work with clients who are at the forefront of applying digital media and emerging technologies in various ways in strategic communications industries. Through these experiences, students will gain hands-on experience and establish key contacts and valuable networking opportunities with professionals in the field.

Guest speakers for this course have included:

  • Sheethal Rao, Insights Manager, Media Contacts
  • David Polinchock, Chief Experience Officer, Brand Experience Lab
  • Steven Mann, VP Global Marketing and Social Media Strategies, SAP
  • Witold Riedel, Creative Director, Ogilvy
  • David Rogers, Executive Director, Center on Global Brand Leadership
  • Andrew Plesser, Founder, Plesser Holland Associates; Founder, Beet.tv
  • John Keenan, Director, Business Development, Goldman Sachs
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COMM K4160.  Political Communications.  3 pts.

Prerequisite

Five introductory core courses, COMMK4131 Corporate Communications, or the instructor's permission.

Description

This course examines the relationship between all forms of political communications, media relations, advertising, polling, and political organizing, and how each is used to create effective politics. Both campaigns and government officials practice communications to ensure their messages are controlled and reach their constituents. This course integrates the conception, distribution, regulation, and use of information as a political resource, and gives students hands-on experience in developing communications strategy, specifically press relations, in order to meet a candidate’s or government official’s goals. Students learn the practice of political communications through course sessions detailing both journalistic methods and research techniques; using case studies and readings, the course work integrates proactive and reactive political communications. A final project challenges students to design a political communications plan for a candidate that effectively deals with the media’s role in the conduct of government/making of public policy.

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COMM K4170.  Crisis Communications.  3 pts.

Prerequisite

Five introductory core courses.

Description

This course covers the basic elements of crisis communications and the procedures for creating crisis communications plans and for reacting to crises when they occur. How best to develop various plans for different critical audiences and understand the most effective strategies for communicating your organization’s message during a crisis is explored. The course examines various types of crises that can occur with corporations and nonprofit organizations and the differences and similarities among them. How to avoid the classic and common pitfalls of crisis communications are addressed, as are ethical issues that arise during crises. Numerous case studies are discussed in class and exercises both in and outside of class are assigned so students gain experience in crisis communication situations. A crisis communications plan is created for a client.

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COMM K4180.  Consumer Behavior and Marketing Strategy.  3 pts.

Prerequisite

Five introductory core courses.

Description

The objective of this course is to understand how consumers make choices and why. By examining the thought processes consumers use to recognize a certain need, retrieve information about alternative choices and evaluate those choices, we can determine what motivates action, informing brand strategy. The course also considers socio-cultural settings and other unique individual factors that cause consumers to take action. Understanding these factors helps marketers and communicators create strategy and messages to better reach their target audiences and persuade them to purchase a product, adopt a cause, call a hotline, or perform another desired response. Students learn the theoretical frameworks that inform these processes and apply such frameworks to real-world examples, and leave the course with a better understanding of consumers' decision-making processes and the importance of consumer analysis to brand development and overall communication strategy.

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COMM K4200.  Managing and Measuring the Communications Mix (formerly Integrated Brand Communications).  3 pts.

Prerequisite

Five introductory core courses. COMMK4015 Survey and Analysis may not be taken concurrently.

Description

An integrated approach to communications has become increasingly critical to the success of a marketing plan. No single medium can guarantee that your message will reach, or persuade, your target audience and in many cases a series of communications are needed to meet objectives. This course provides students with an overview of how to create an integrated communications plan to reach a target audience, the theory behind the practice, how to evaluate different media and identify the metrics needed to determine the success of your integrated plan, and how to assess business results. A major part of this class is the creation of a communications and measurement plan for a real-life non-profit. Guest speakers provide their perspectives as well.

Past guests include:

  • Gabrielle Shubert, Director, New York Transit Museum
  • Samantha Lucas, Chair, U.S. Brand Marketing Practice, Burson-Marsteller
  • Don DiForio, Senior Vice President, The Advertising Research Foundation
  • Brian Schlessinger, Vice President, Financial Services & Emerging Markets, Nielsen Buzzmetrics
  • Peter Orban, Senior Vice President, Young & Rubicam
  • Scott Campbell, General Manager, Integrated Marketing Communications, Colgate-Palmolive
  • Anne Bologna, Founder, Toy
  • Patrick Murray, VP, MMA
  • Jennifer Scott, VP of Insights and Research, OgilvyPR
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COMM K4202.  Communications for Social Change.  3 pts.

Prerequisite

Five introductory core courses.

Description

Analyzing how strategic communications can be used to generate and impact public discourse, and, ultimately, to produce social change is a critical component of understanding the democratic process. How does the use of the media affect the tenor and quality of public debate? What methodologies are nonprofit strategists using to determine messages and test salience? How do they evaluate whether their efforts serve intended audiences? We explore both the theoretical context and practical applications related to the use of communications by not-for-profit organizations. Throughout the term, faculty and guest speakers discuss current communications initiatives of nonprofits in the social justice, health, environment and education arenas. As a final project, students work in teams to develop and carry out a communications project for an actual nonprofit in need of assistance. Projects could include research, framing/messaging, branding, public relations or advertising. Completed work will constitute a valuable part of a student's portfolio.

Guest speakers for this course have included:

  • Tony Foleno, Senior Vice President, Research The Ad Council
  • Stevan Miller, Director, Corporate Partnerships & New Business U.S. Fund for UNICEF
  • Kari Hayden, Director of Corporate Partnerships & Charles Best, CEO, Donors Choose.org
  • Mirm Kriegel, Account Director, BBMG
  • Thaler Pekar, Principal, Thaler Pekar & Partners
  • Jane Ryan Beck & Craig Winkelman, Founders and Creative Directors, rayogram
  • Loren Siegel, Principal, Loren Siegel Consulting
  • Jon Platner, Director of Online Strategy and Programs & Stephanie Smith, Online Outreach Specialist, Planned Parenthood Federation of America (PPFA)

COMM K4203.  The Master Narrative.  3 pts.

Prerequisite

Five core courses.

Description

This course provides students with an understanding of how large organizations develop a compelling story, or “master narrative,” and tell that story consistently, via multiple media platforms, in a competitive communications environment. Using case studies, students will examine the process organizations undertake to define and drive a master narrative through positive and negative news cycles and understand the importance of integrating all communications -- media, Internet, marketing, advertising, government and stakeholder outreach – in the effort to craft and sustain a compelling narrative.

Students will learn how to create a master narrative, how to define a message frame that fits the narrative and keep all communications within this frame, how to determine key audiences, vehicles for reaching these audiences, how to manage Internet and traditional media in telling a story, how to measure success and readjust a master narrative based on circumstances, how to take advantage when the 24/7 communications cycle puts an organization in the spotlight, and how to define and manage through crises to protect a master narrative.

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COMM K4205.  Advanced Writing Workshop.  3 pts.

Prerequisite

Five introductory core courses and permission of the instructor.

Description

This class gives students an opportunity to sharpen their communications writing skills in a workshop setting. Students respond to complex communications challenges by preparing a range of written materials. These pieces may include print and/or electronic newsletters, speeches and talking points, Op Eds, letters to the editor and opinion pieces for trade publications, TV and radio scripts, video news releases, pitch letters, features, brochures, magazine queries, proposals, and specific communications to targeted publics. Students are expected to both critique and support each other's work during each class session. Emphasis is on quality vs. quantity. Several guest speakers are invited to discuss the craft (and business) of writing.

In past semesters students in this workshop created a magazine featuring a collection of feature stories, opinion pieces, and speeches.

Fall 2004-Spring 2005issue
Spring 2004 issue

Guest speakers for this course have included:

  • Dan Bergner, Contributing Writer, New York Times magazine
  • Patti Cohen, Editor, "Arts & Ideas" page, New York Times
  • Steve Sager, Producer, Doug Simon Productions
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COMM K4210.  Communication and Global Brands.  3 pts.

Prerequisite

Five introductory core courses.

Description

This course examines the discipline of global marketing communications, including the environmental factors that enabled global marketing. The course assesses early models of communications management and the current factors that enable global communications programs: the identification of global target audiences; the kinds of products and services that lend themselves to global communications and those that don’t; and the characteristics of leadership brands that are preeminent in global communications today. Students consider how levels of development and cultural values affect communications programs and how local differences can be reflected in global programs. Message creation and the available methods of message distribution are evaluated in the context of current and future trends. Students learn how to approach strategy and develop an integrated, holistic global communications program and how to manage such a program.

Guest speakers for this course have included:

  • Nick Brien, Executive VP, Starcom MediaVest Group
  • Vaughn Emsley, Worldwide Account Director, P&G, Saatchi & Saatchi
  • Paul Holmes, Publisher and Editor, Holmes Report
  • Wendy Riches, Former President, Marketing Services Division, D'Arcy Masius Benton& Bowles
  • Jane Wildman, Worldwide Marketing Director for Pampers, Procter & Gamble, Co.
  • Graham Woodall, Former Creative Director, D'Arcy New York
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COMM K4225.  Delivering the Strategic Message.  3 pts.

Prerequisite

Five introductory core courses.

Description

Communications professionals are frequently called upon to make presentations, but too often, don’t apply their knowledge of strategic thinking to presenting. This semester, this course focuses exclusively on developing and delivering strategic presentations. Students are be asked to work in pairs to create a professional presentation that will be delivered to select “outsiders” at the end of the term. Class exercises focus on audience analysis, strategic thinking, theme development, argument construction, techniques for creating “stickiness,” openings and closings, and impromptu public speaking. Students give mini-presentations on readings throughout the term, as well as practice and get feedback on giving presentations.

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COMM K4235.  The Power of Opinion.  3 pts.

Prerequisite

Five introductory core courses and COMM K4120 Business and Media Writing or proven ability to write clearly, concisely and persuasively.

Description

Course fee: $50

This small, intensive workshop evolved from Delivering the Strategic Message and Advanced Writing Workshop and contains elements of both. Students learn to how to express a strong, well substantiated point of view in an op-ed, speech, and media interview. Classroom work includes analyzing the best examples of each genre, articulating the differences between them, and critiquing student work.

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COMM K4240.  Leadership in Corporate Communications.  3 pts.

Prerequisite

Five introductory core courses.

Description

This course introduces the concept of "general management" to communicators and develops analytic skills needed for effective problem and opportunity identification. Through case studies, interactive class discussions, and readings, students learn how to integrate multiple functional perspectives to meet the overall needs of an enterprise.

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COMM K4245.  Global Communications: The Business of Issues.  3 pts.

Prerequisite

Five introductory core courses.

Description

In our interconnected world, business cannot insulate itself from major global problems such as poverty, human rights abuse, HIV and AIDS, global warming, the inequality of women, corruption, disasters, and wars. Indeed, today businesses are expected to embody responsible corporate citizenship and to become part of the solution to these challenges of globalization. This course explores what communicators – whether they work for the private sector or nonprofits - need to know about these global issues and what strategic approaches they should take to promote social responsibility in companies doing business in the global market place.

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COMM K4250.  Motivating Target Audiences to Action (formerly Direct Response Communications).  3 pts.

Prerequisite

Five introductory core courses.

Description

In today’s oversaturated marketplace, the average consumer is bombarded with thousands of requests to engage with products, services, and opportunities. How do marketers persuade an audience to take an action? How can you tell whether your messages have delivered the results you need? Through case studies and practice, students come to understand the principles, techniques, and key applications of direct-response communications. They will learn direct-response campaign planning, audience targeting and selection, offer development, creative strategy, and testing and analytics—all designed to motivate a measurable response, irrespective of media channel.

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COMM K4260.  The Value of Brand: Making the Business Case.  3 pts.

Prerequisite

Five introductory core courses and COMMK4200 Integrated Brand Communications.

Description

This course introduces students to the economic importance of brand building activities based on the proven link between brand equity and business performance. Students examine the role that strategy and communication play in building brand equity, and explore how the changing media landscape is causing companies to rethink traditional brand-building practices. Students need to use critical thinking, case-analysis, market research, and strategic presentations to persuade a business decision maker to invest in brand building efforts. For students who are interested in building stronger brand cultures within their organizations (for both the profit and nonprofit sectors) and/or for pursuing careers on the brand side of strategy, this course answers the question: Why should businesses and institutions care about branding?

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COMM K4900.  Advanced Communications Project.  6 pts.

Prerequisite

Completion of 30 points. Introductory core courses, advanced core courses, and required number of electives.

Description

This final course provides a forum for students to demonstrate their mastery of the principles and best practices of strategic communications. Students identify an organization or issue facing a challenge or opportunity and act as an independent communications consultant for that organization. Following rigorous research and analysis, students are expected to recommend a creative yet feasible communications strategy that would achieve a defined business goal. The recommended communications strategy is presented in the form of a final written proposal and an oral presentation and defense in front of a review board of faculty, program advisory board members, and outside experts.

Students are guided by faculty and a series of workshops over the semester, and are expected to commit 15 to 20 hours per week to their projects. In tackling the problems facing their organization or issue, students are expected to demonstrate mastery of the following skills and aptitudes:

  • The use of critical analysis to identify and articulate a core problem or opportunity
  • The development and proposal of an original solution, including a considered rationale for the recommendation
  • The basis for tactical action, i.e., specification of audience(s), messaging, and most appropriate media
  • The development of a coherent and persuasive oral presentation and written proposal detailing their insights and recommendations
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