Undergraduate Courses in Marketing Communication

4 Credits
An introduction to basic concepts and theories about communication, and the media as applied to the field of marketing communication. The course covers a variety of mass communication frameworks and examines the main influences on the development of advertising and public relations. Case studies, readings, and lectures relevant to the role and history of mass communication, advertising and public relations are discussed and evaluated.

(FALL07) Tracy Worrell  (SPRG08) Julie Lellis 

4.00 Credits
This course is an introduction to marketing and processes for developing strategy directed at customers, consumers, and publics. The course focuses upon the delineation of marketing strategy and identification of target markets, actions necessary to the development of marketing strategies. Students will examine all elements of the marketing mix including product development and management, pricing, distribution and communication. Marketing communication elements including advertising, public relations, direct/database marketing, sales promotion, event management, and interactive marketing are explored and their implementation discussed. The course utilizes case studies and/or projects to emphasize the importance of a customer-centered orientation and the planning process, particularly as they affect marketing communication.

(FALL07) Kristin Lieb  (SPRG08) Randy Harrison  Silvia Hodges  Kristin Lieb 

4.00 Credits
This course is an introduction to the field of public relationsits history, current practices and challenges, and future trends. The course covers the fundamentals of public relations including the relationship practitioners have with both internal and external publics who are affected by, and affect, an organization's actions. The course examines how public relations and publicity fit into the larger context of marketing communication from a strategic perspective. Students will learn about media relations, publicity, community relations, public and governmental affairs, financial relations, development and fundraising, and special events.

(FALL07) Jonathan Boroshok  Julie Lellis  (SPRG08) Kathleen Keating 

4 Credits
This course introduces basic concepts in the fields that comprise IMC: public relations, advertising, event management, direct marketing, sales promotions, and e-communication. Emphasis is placed on the unique contribution each gives to a communications program for organizations, as well as how they work together in an integrated plan. The course uses readings, cases, and exercises to highlight marketing communication concepts and their practice.

(FALL07) Abbott Ikeler  John Newton  (SPRG08) Randy Harrison  John Newton 

4.00 Credits
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. In this course, students will learn about advertising strategy including how to set advertising objectives, establish an advertising budget, determine the message to be disseminated, identify the media through which the message will be disseminated, and evaluate an advertising program. Students will be exposed to both the creative aspects of advertising as well as the managerial considerations inherent in the implementation of advertising strategy. Mini-projects and applications are used in this course.

(FALL07) Seounmi Han Youn  (SPRG08) Seounmi Han Youn 

4.00 Credits
This course teaches the student about media research, planning, and buying. Target market analysis, research tools, media and vehicle analysis, buying techniques, negotiation, and computer applications are areas of concentration in the course.

(FALL07) Seana Mulcahy  James Rowean  (SPRG08) Seana Mulcahy  James Rowean 

4 Credits
Students are introduced to the research process, from problem definition to survey design, sampling, data analysis, and interpretation of results. In addition, students will examine qualitative research (e.g., focus group interviews) and secondary data analysis. Students participate in a research project or application.

(FALL07) David Hoyle  Tracy Worrell  (SPRG08) Tracy Worrell  Seounmi Han Youn 

4.00 Credits
This course introduces students to the principles of design/layout in marketing communication strategies. Students learn conceptual and computer software skills (e.g., Adobe Photoshop, etc.) and the application of these skills through projects and portfolio development.

(FALL07) Craig Grant  (SPRG08) Craig Grant 

4.00 Credits
This course focuses on developing and understanding the concept in the marketing communication strategy. Students learn elements of copywriting and test their skills through development of copy. All students can expect to have copywriting samples for their portfolios by semester end.

(FALL07) Klaus Gensheimer 

4.00 Credits
An introduction to theories of consumer behavior with an emphasis on practical application of theory to various marketing contexts. The course will survey theories from several disciplines including communication, marketing, cultural anthropology, economics, sociology and psychology. Case studies will be used extensively. Our goal is to highlight the complexity of consumer decision-making and the multiplicity of elements that inform it.

(FALL07) Silvia Hodges  Yeonsoo Im  (SPRG08) Tracy Worrell 

4.00 Credits
This course addresses a growing area of marketing communication that encompasses all of the non-recurring events that organizations use to affect behavior. Sales promotion encompasses special events, trade promotions (e.g., price discounts, feature advertising, in-store displays, trade shows), and consumer promotions (e.g., coupons, give-aways, exhibits, trade shows). Students learn how to develop and execute sales promotion activities.

(SPRG08) James Lane 

4 Credits
This course is designed to explore the nature of creative thinking and creative problem solving within the context of marketing communication messages. Students learn the creative thinking skills used in the development of marketing communication strategies, with a particular emphasis on the creative function (art direction and copywriting) of an agency. Students will be required to demonstrate these skills through course projects.

(FALL07) Thomas Vogel  (SPRG08) Peter Seronick 

4.00 Credits
This course is a comprehensive survey of writing techniques for marketing communication. Writing assignments include news releases, brochures, speeches, visual presentations, company and governmental publications, press kits, memos, newsletters, public service radio and television spots, and Internet communications.

(FALL07) Jonathan Boroshok  Yeonsoo Im  Julie Lellis  (SPRG08) Jonathan Boroshok  Derek Beckwith  Yeonsoo Im  Julie Lellis 

4.00 Credits
This course will provide students with a broad understanding of media management, including: basic marketing and management communication documents, sources, interviews, spin, crisis communication, ethics, international media relations, interactive media strategies and analyses of current media-related issues.

(FALL07) David Gerzof 

4 Credits
This course emphasizes important issues in managing communication campaigns. Students learn how strategy guides other decisions in communication plans and gain practice in developing objectives, strategies and tactics. Attention is also given to creative concepts and strategy as part of communication planning. Materials in the course include cases, exercises, and conceptual reading.

(FALL07) James Conley  Douglas Quintal  (SPRG08) Hallie Bram  James Conley 

4.00 Credits
This course involves students in the development and execution of marketing communication strategies for an existing organization and/or brand. The spring semester course is designed around the American Advertising Federation's annual competition.

(FALL07) Randy Harrison  (SPRG08) John Newton  Douglas Quintal  James Rowean 

4.00 Credits
The course examines marketing communication strategies used to solve problems or pursue opportunities in the arts and entertainment industries. Students must develop a marketing communication plan for an existing arts or entertainment organization. Industry professionals including the sponsor of this course, Ms. Irma Mann, judge student plans and select the best plan for an award.

(SPRG08) Douglas Quintal 

4 Credits
Business Essentials is designed to provide students with a look at the business landscape covering many topics from basic business terminology, to exploring various types of business practices, functions, and operations. Specific topics of study include: management of people, processes, information and organizations; marketing, sales, business communication, finance and law; domestic and global economies; and business ownership. Students will learn to think critically and to critically examine information related to business trends, strategies, opportunities and operations. (Sophomore, Junior, or Senior standing).

(FALL07) Karl Baehr 

8 Credits
An introduction to and intensive immersion in the process of creating and launching a new venture. Students will learn the history and process of entrepreneurship as they explore creative problem solving, innovative thinking, and ethics. Relevant marketing and public relation strategies are presented in addition to basic financial, business, and human resource issues. The classroom experience provides opportunities for students to work with experts in the business world. Entrepreneurship courses may not be applied toward the Marketing Communication major. Prerequisites: Junior or senior standing and permission of instructor.

(FALL07) Karl Baehr 

8 Credits
An advanced immersion in the process of creating and launching a new venture. Students will learn about business planning, marketing research, sales and marketing, legal issues, negotiation practices, and business conduct and further develop public speaking and interpersonal communication skills relevant to starting and managing a business. The classroom experience provides opportunities for students to work with experts in the business world. Entrepreneurship courses may not be applied toward the Marketing Communication major. Prerequisites: MH472 and permission of instructor.

(SPRG08) Karl Baehr 

0.00 Credits
Students complete field work in the area of marketing communication. Students maintain regular contact with the internship coordinator during the semester, and submit reflective papers as assigned. Prerequisite: junior or senior standing, a grade point average of 2.7 or above, and permission of instructor. A 4-credit internship requires 16 hours a week over a 12 week period and an 8-credit internship requires 32 hours a week over a 12 week period. No more than eight credits of internship and no more than 12 credits of any combination of internship, directed project and directed study may be applied to the total graduation requirements. Students must participate in the Internship Experience Workshop offered through Career Services, prior to the start of the internship, and should consult the Academic Calendar for registration deadlines. Students who wish to particpate in an internship in the Los Angeles, CA Area must be enrolled in the Emerson Los Angeles Program.

(FALL07) Douglas Quintal  (SPRG08) Douglas Quintal 

4.00 Credits
An introduction to the basic concepts, theories and principles of micro- and macroeconomics. Includes analysis of prices, output, and income distribution through the interaction of households and business firms in a free enterprise economy as well as the study of national economic performance factors such as national income and employment, monetary and fiscal policy, recession, government spending and taxation, and international trade and payments. Fulfills the Social and Psychological Perspective of the General Education requirement. (FALL07) Ilter Bakkal