Spring 2010 Courses

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 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.

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

Prerequisite

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 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.

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 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.

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