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These courses are designed to allow students to develop skills to specific career plans by delving into advanced topics beyond the core requirements. Multiple courses are offered to allow students to tailor their education to their needs. Not all courses are offered each semester, which allows students the opportunity to complete the core courses while expanding skills in additional areas.

MMC6726 Emerging Technology and Social Media (3 credit hours)
This course offers an introduction to gamification, as well as the research, education, enterprise, and marketing uses of mobile games, virtual and augmented reality, social media games, and virtual environments. Students will study the successes, failures, and uses of these technologies, particularly as they relate to marketing, branding, education, and business. Additionally, students will research ethical and sociological issues associated with these technologies and analyze the uses for a variety of settings and purposes.

Each week, students will study real-world examples of major brands and organizations using these technologies in a variety of ways. Among others, course assignments will include: drafting marketing plans using these emerging technologies, reviewing current campaigns; and overcoming hypothetical obstacles and issues in these campaigns.

MMC6730 Social Media Management (3 credit hours)
This course teaches students to use social media strategically to create value for a client or organization. An emphasis is placed on strategic collaboration, tactical execution, and measurement of social media efforts. Students will learn by doing in assignments focusing on social media strategy and tactics, content planning and creation, paid social, management and measurement tools, and crisis management. The course will cover blogs, Facebook, Twitter, Instagram, Pinterest, LinkedIn, Snapchat, and an array of niche social media platforms.

MMC6936 Measuring Change (3 credit hours)
Good communication strategists make a habit of confronting important questions about the campaigns that they develop. Before a campaign begins, they want to know their audience and the best strategies for changing behavior. During the campaign, they investigate whether it is functioning as planned. After the campaign, they ask whether it had the intended impact. To answer these questions reliably, strategic communication developers work alongside evaluators who carry out research before, during, and after campaigns are developed and launched. Funders, policymakers, and the public often want to know if a campaign “worked” in the past or will work in the future. Evaluation affords us the opportunity to answer those questions with some certainty, rather than simply guessing or assuming based on anecdotal experience. This course takes a broad look at the role of research and evaluation in strategic communication campaigns and provides a foundation and tactics for working productively with evaluators. Students will become familiar with evaluation phases (formative, monitoring, and summative) and the types of research designs that evaluators use to measure campaign impact. We will consider why evaluation is ultimately important to successful campaigns and establish a set of tools for conducting and leveraging research as part of strategic communication practice.

MMC6905 Video Storytelling: (4 credit hours)

Corporate messaging, branding, news and information, even self-published stories and opinions are more visible, shareable and potentially influential than ever before. Students will review and analyze traditions in storytelling and its evolution from traditional to modern-day structures. Students will examine narrative structures including character, arc, master plots and framing, and apply such elements to communication contexts relevant to our age of rapid communication and ubiquitous information. Students will assess and create video content that forges an emotional connection and tells a story in a memorable way without sacrificing accuracy or message.

Students will examine how organizations and brands are leveraging trans-media storytelling to reach key audiences through compelling video narratives. Students will apply storytelling techniques in authentic communication contexts relevant to today’s professional, digitized world. Building on students’ foundation in video gathering and editing, the course requires students to storyboard, develop characters and critically evaluate elements suitable for video stories. At the end of the semester, students will create a full video to showcase the skills they learned during the semester.

Professional Internship (3 credit hours)
Completing an internship is one of the most marketable experiences you can have on your resume and it allows you to stand out during the job search. This course will provide you with the opportunity to complete projects related to your career goals under the supervision of an experienced practitioner in the field. By the end of the internship, you will have first-hand knowledge of trends in the field, the skills necessary to be employable after graduation and the importance of networking.

MMC6936 Strategic Applications of Neuroscience in Communications and Media (3 credit hours)
Special course for FALL 2019 and SPRING 2020 semesters

This course will teach students how to strategically apply consumer neuroscience knowledge related to managing media, brands, and communications. Strategically using consumer neuroscience for media and communications requires the understanding and leveraging of fundamentals and key trends of neuroscientific theories and measurement tools. Students will learn basic theoretical concepts and a broad range of relevant methods used in the industry. Individual projects in consumer neuroscience will be carried out and students will be able to elaborate on emotional data and neuroscientific concepts. The elective enables students to plan, set up and evaluate consumer neuroscience studies, which is a vital skill for marketing, media and communication management career development.

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