Summer 2009 Courses
A Note about Summer Courses
Because Summer Term courses are more intensive than academic-year courses, students are expected to attend every class meeting, including the first meeting. The instructor should be notified in advance of any absences. If unforeseen circumstances cause a student to miss more than two class meetings, the student should consider withdrawing from the course. Individual instructors may impose their own more rigorous attendance requirements.
While making some adjustments in course material to allow for the summer format, instructors try to approximate the work of a normal semester. Plan to spend two to three hours of study outside class for every hour spent in class. A three-hour class session could require up to nine hours of preparation.
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 K4010E. Positioning and Communications Strategy. 3 pts.
- COMM K4015E. Evaluating the Communications Toolbox (formerly Survey and Analysis of Communications Practice) . 3 pts.
- COMM K4110E. In Search of Insights (formerly Introduction to Market Research) . 3 pts.
- COMM K4200E. Managing and Measuring the Communications Mix (formerly Integrated Brand Communications) . 3 pts.
- COMM K4203E. The Master Narrative. 3 pts.
- COMM K4205E. Advanced Writing Workshop. 3 pts.
- COMM K4210E. Communication and Global Brands. 3 pts.
- COMM K4260E. The Value of Brand: Making the Business Case. 3 pts.
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 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 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
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
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?
