Integrated Marketing Communication: Sample Courses

MH639: Communicating Brands and Brand Management

4 credits
This course stresses the importance of brands in Integrated Marketing Communication strategies. Students will learn why brands are important, what they represent to consumers, and what organizations should do to manage their brands over time. Students will also learn how to create and measure brand equity and how brand equity can be used to expand global business opportunities. Students will learn through case studies, a brand simulation project, readings, and class discussions. (Spring and Fall)

MH620: Public Relations Management

4 credits
This course exposes students to a comprehensive array of writing techniques for public relations, publicity, and public affairs activities. Students learn how to improve their writing of news releases, brochures, speeches, organizational publications (e.g., annual reports), internal communications materials (memos and reports), copywriting, and public service announcements. Intensive writing exercises will be employed to help students achieve their goals. (Spring)

MH621: Writing for Marketing Communication

4 credits
Students explore the role of public relations in the Integrated Marketing Communication mix. Students are trained to analyze and interpret public opinion and attitudes; develop programs of action and communication to achieve public understanding (e.g., financial, media, or government relations); establish objectives; detail a budget; and describe evaluation techniques to measure the impact of the public relations efforts. Using case studies or field application, students are involved in developing all aspects of a comprehensive public relations plan, including constructing press releases and creating public service announcements. (Summer)

MH636: Creative Thinking: Copy and Design

4 credits
Students learn the creative thinking skills used in the development of Integrated Marketing Communication strategies, with a particular emphasis on copywriting, design, and layout. Students are required to demonstrate these skills through course projects.

Complete Course List...