Fall 2009 Courses
Course scheduling is subject to change. Days, times, instructors, class locations, and call numbers are available on the Directory of Classes.
Fall course information begins posting to the Directory of Classes in February; Summer course information begins posting in March; Spring course information begins posting in June. For course information missing from the Directory of Classes after these general dates, please contact the department or program.
- COMM K4005x. Strategic Communications: Analysis, Theory, and Ethics. 3 pts.
- COMM K4010x. Positioning and Communications Strategy. 3 pts.
- COMM K4015x. Evaluating the Communications Toolbox (formerly Survey and Analysis of Communications Practice) . 3 pts.
- COMM K4110x. In Search of Insights (formerly Introduction to Market Research) . 3 pts.
- COMM K4120x. Strategic Writing and Editing (formerly Business and Media Writing) . 3 pts.
- COMM K4121x. Building Internal Engagement (formerly Internal Communications) . 3 pts.
- COMM K4141x. Communications 3.0: Best Practices in a Networked Society. 3 pts.
- COMM K4200x. Managing and Measuring the Communications Mix (formerly Integrated Brand Communications) . 3 pts.
- COMM K4203x. The Master Narrative. 3 pts.
- COMM K4225x. Delivering the Strategic Message. 3 pts.
- COMM K4900x. Advanced Communications Project. 6 pts.
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.
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.
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
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
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.
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
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
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
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.
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.
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
