ADVERTISING AND PUBLIC RELATIONS

Basic Courses

A study of communication and culture and how people of different cultures interrelate a variety of topics stereotyping, the deep structure of culture, retaining identity in intercultural interactions, characteristics of ethnocentrism will be covered the perception of cultural values and the reality of the influences these values have on business, education, health care, and ethics.

This course will introduce students to rhetorical theory and the principles of argumentation and arrangement while critically assessing speeches delivered by students. By the end of the course, students will be able to develop and deliver a strong and persuasive speech on current issues using researched evidence.

This course introduces students to the concept of ethics. Students will learn how to make decisions when dealing with ethical dilemmas in both, personal life and business situations. They will develop critical thinking by analyzing current news understanding cause-effect before making assumptions. The ideas of developing empathy and becoming open-minded are also some of the main objectives of this course. They will also be able to learn how to create a basic non-profit organization and measure the social impacts of their activities.

This course introduces students to all facets of the profession of public relations and advertising. Students will have the opportunity to analyze the importance of public relations and advertising hold in society and their relationship to various media outlets. Students will cultivate a critical understanding of the vast media industries, the created products, and the impact it has on audiences.


This course will introduce students to the field of journalism and the fundamentals of news theory. Students will learn how to conduct research, generate topic ideas, evaluate current affairs, and synthesize the information. The course will also teach students the fundamental concepts and techniques of writing, such as the inverted pyramid.

This course concentrates on the talent in front of the camera or microphone, developing students abilities to present various forms of news media from TV, current affairs to a radio. Media presentation includes a strong technical overview of how various recorded media performances are produced and prepared, allowing students to be versatile in all aspects of media production. Students will learn how to become effective communicators and build confidence in being able to speak in front of an audience in any given situation.

This course examines the fundamental principles and theories of persuasive communication, specifically exploring how to communicate in various situations and how to effectively persuade in an ethical manner. Students will explore the relationship between information, persuasion, and the media in the digital age.

This course is designed to provide the student with some foundational ideation/ innovation concepts as well as engaging the student in reality-based ideation. The objective is for the student to develop their awareness and abilities in understanding the role ideation/innovation plays in today’s value creation process. This is an experiential course that explores the student’s creativity and skills to generate business ideas and concepts. Once ideas are developed, the class works on strengthening the ideas and concepts and developing these into prospects for start-ups. Finally, a venture screening filter is introduced and the field is narrowed to high potential business.

Major Requirements

Consumer behavior, as well as its role within the company’s marketing strategy along with an examination of the concepts of motivation, perception, personality, learning and attitudes and impact on the purchasing decisions of consumers are discussed.

This course will teach the students the creation process of advertisements for print, radio and television broadcasting. Students will develop an understanding of the development process, starting from the definition of the ad, to the creation of advertising strategies, to the execution. The course will place an emphasis on advertisements for print, radio, television, film, and posters.

This course will teach students the process of copywriting through analyzing the effectiveness advertisement in the media, significant characteristics of advertisement appropriately applied, and practice in the art of copywriting.

This course is designed to introduce students to the creation and development process of identifying and employing effective strategic communication strategies. Using an advertising and public relations perspective, students will learn to develop an understanding of the target consumer and select the most appropriate strategy. This course will also enhance the student’s creativity by allowing them to work on concept development. Students will also evaluate real campaigns to identify the strengths and weaknesses.

This course will teach students the important role brands play in a company and in society. Students will learn how to develop a brand, measure the effectiveness of the brand, and manage the brand’s equity. The course will introduce students to the practical tools necessary for brand development.

This course will teach students the various roles research plays in advertising, public relations, and brand communication. A study of advanced methodology and processing in research is included. The courses will facilitate students to conduct effective research quantitatively and qualitatively.

This course is designed to provide the student with an understanding of media business models. Students will learn fundamental business concepts and how they apply specifically to the media industry. This is an experiential course that focuses on developing students’ abilities to apply media business models to new venture creation and freelance activities.

Major Electives

Creative Visual Expression Minor

This course introduces the students to the many controlled apparatuses that are required to produce stunning product photography which can be used in a wider range of application from magazines, to advertisement. Student will be introduced to the studio environment examining fundamental principles such a light theory, camera angles, and working with props.

This course introduces students to the digital strategies used by advertisers to reach and persuade potential consumers through online channels such as website and social media. Students will learn how to effectively utilize digital media. The course will also examine the impact of digital media the way we access, distribute, and use information.

This course explores the close relationship between advertising and media industries in global markets. It examines various media that are used for advertising and compares them in terms of costs, constraints, opportunities and measurement. The growing significance of sponsorship-linked advertising is emphasized, with particular focus upon global events. The course introduces students to current advertising industry issues. Students will apply theoretical and practical knowledge acquired from lectures, workshops, industry guest lectures and case studies, to the development of a creative advertisement and media plan, and learn to critically examine media placement decisions and campaign strategy.

This course focuses the design and production process of advertisements. Students will learn the technical and creative strategies to creating advertisements for the media, including electronic and print platforms.

This course focuses on the media selection process, focusing on the quality and benefit of media suited to the purpose, types of target audience, timing and media cost in buying efficiently. Students will also develop an understanding of the strategies of advertising media planning, creative media purchase, evaluation of assessment, frequency and rates to reach the target audience, and market share.

This class prepares students to recognize and learn how to encourage people to construct a more fascinating event experience. The course delivers a general idea of meetings, incentives, conventions and exhibitions. It emphasizes on the strategic planning, organizing and control approaches that event organizers can apply to fashion dynamic meetings and events. The course contemplates various categories of meetings using different technologies. The main concentration is on meetings, incentive traveling, conventions, trade shows, and exhibitions. Consideration is given to the organization of large meetings and the interaction between meeting planners, exhibitors/organizers, and service providers around the city. Students learn how to strategize, organize, and execute any meeting or activity accompanying a convention.

In this model students will get an overview of digital image making from the perspective of commercial history, explaining the characteristics of, and best uses for common industry standard software packages used in the production of digital imagery to acceptable technical and aesthetic standards following standard workflow processes.

Strategic Communication Minor

In this course, students will study the concepts and strategies used for corporate communications and public relations. Students will learn the strategies used to provide information within and outside a corporation. The course will also include evaluation and analysis of communication practices by large corporations to identify effective strategies.

This course introduces students to the strategies used by public relations practitioners. Students will learn how to effectively reach the intended target audience and how to effectively work with the media. The course will also discuss the role of public relations practitioners in shaping the news.

This course provides an overview of the design and analysis process of a public relations campaign. Students will learn how to research, plan, pitch, execute, and evaluate a public relations campaign. Students will learn how to understand the client’s goal and apply public relations strategies to help further the organization’s goals.

This course will introduce students to the digital strategies and techniques used in the field of public relations. Students will learn how to adapt their content for a digital platform to effectively communicate with their intended audience.

This course is designed to introduce students to the essential techniques necessary to establish and maintain a relationship with the media. Students will learn about the media process, how to identify appropriate media strategies, and how to develop and prepare messages for the media.

This class prepares students to recognize and learn how to encourage people to construct a more fascinating event experience. The course delivers a general idea of meetings, incentives, conventions and exhibitions. It emphasizes on the strategic planning, organizing and control approaches that event organizers can apply to fashion dynamic meetings and events. The course contemplates various categories of meetings using different technologies. The main concentration is on meetings, incentive traveling, conventions, trade shows, and exhibitions. Consideration is given to the organization of large meetings and the interaction between meeting planners, exhibitors/organizers, and service providers around the city. Students learn how to strategize, organize, and execute any meeting or activity accompanying a convention.

This course introduces students to the principles and theories necessary to effectively communicate and handle different types of crises situations. Students will learn how to select appropriate communication strategies and design effective crisis communication messages. The course will use relevant cases studies and scenarios to help students understand the strategies and tactics that can be used before, during, and after a crisis.

Internship

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