COM-102 EFFECTIVE SPEAKING & PRESENTATIONS (3 Credits)
Students will learn strategies for preparing and delivering effective presentations and speeches. Students will demonstrate increased confidence in speaking publicly and how to develop informative and engaging presentations, using a variety of approaches and media.
COM-500 FINDING YOUR VOICE: INTRO TO MARKETING COMMUNICATION (3 Credits)
This course will serve as the foundational course in Communication tools, as well as an introduction to the role of creativity in effective marketing communication. Through a series of lectures, videos, and assignments students will learn concepts such as branding, design, empathy, story, and symphony, in the creation of right-brain dominated marketing communication, that are also rooted in research, strategy and analysis. Specific areas covered include what a brand is and why it matters, brand valueand how to measure it, communication of brand value in creative messaging, and the role of consumer insights in measuring a brand. Integration of the tools of marketing communication, such as but not limited to advertising, all digital media, PR, writing and promotion, will be emphasized. The course also provides an overview of both U.S. and global marketing communication practices.
COM-540 EMBRACING THE BRAND: STRATEGY AND EXECUTION (3 Credits)
This course will explore the power of customer-centric branding and the critical role strategic brand storytelling plays in the execution of a marketing communication plan in today's global and digital age. The course will examine brand in the stages of the customer buying journey, help students understand how brand identity and equity is created in the mind of diverse audiences, and explain how research, analysis, design thinking and governance help create and maintain meaningful brands over time.
COM-580 EMBRACING THE AUDIENCE:EMPATHY & ETHICS (3 Credits)
This course is designed to empower students to become disciplined and astute discoverers of consumer behavior, and to develop an ethical code when engaging with consumers. Students will develop a thorough understanding of consumer behavior, consumer pain points, and the customer journey in order to develop empathy with their audience that leads to relevant marketing message creation. Students will strengthen their insight muscles and get into the mindset required of communication professionals with curiosity, introspection, and empathy: practicing the critical skills of observation, listening and inquiring, and analyzing qualitative data that create meaningful connections to the audience. Current research in consumer behavior, media ethics, digital technologies, and case studies in best practices will help inform student creation of messaging that engage consumers and adhere to ethical principles.
COM-590 EMBRACING STRATEGIC THINKING:MARKETING STRATEGY AND PLANNING (3 Credits)
This course is designed to develop decision-making skills by examining selected topics including marketing strategy; analysis of strategic marketing opportunities; dominant themes in strategic marketing planning; and the design, implementation and control of strategic marketing message plans. This class also examines targeting; segmenting and positioning procedures; and competitive, consumer, and market analyses. Case study analysis will be utilized throughout the course to promote experiential, real-world understanding of the material.
Prerequisite(s): TAKE COM-500