This course explores the context and importance of communicating responsibly from an ethical perspective. Adopting a systemic approach, students will explore the core competencies communicators need to develop for ethical communication practices. Ethics and the concept of principled public relations are woven throughout discussions and assignments. A particular focus will be on privacy data considerations for web and social communication platforms. The ethical and legal focus underscores the importance of responsibly communicating an era of misinformation and “fake news”.
This course examines the theoretical and structural models of marketing communication. The course material is designed to provide a foundation to the concept of customer intimacy as related to marketing. Students will explore marketing approaches for Business-to-Business (B2B) and Business to Consumer (B2C). The course will provide students with the knowledge and tools to create a coherent and fully integrated promotional campaign. Students will participate in the development of diverse marketing and strategic communications approaches targeting different stakeholders. The global nature of advertising and marketing is also covered.
This course is a pre-requisite for MSPC 3213.
This course is built on experiential learning for developing an integrated marketing communications strategy plan. The focus of the course work is to deeper the understanding of marketing, targeting customers, consumer behavior and values. The experiential component focuses on understanding how advertising, sales promotion, public relations, personal selling, word of mouth, social media, website content and presence, internal marketing, and in some cases design and packaging decisions form a coordinated marketing communications strategy. The course provides the conceptual underpinnings and approaches while exploring contemporary tools available for integrated strategic marketing communications.
This course focus on the mechanics of effective a persuasive writing to communicate strategically through digital channels; how to analyze the structure and content of an effective social media post; and how to motivate stakeholders to take action. The course material covers a wide variety of resources (newsletter, press release, web and social media) that allow professional communicators to reach out to different targets.
Integrates the course work of the MSPC program into a comprehensive application. While in teams under the supervision of a faculty instructor, students address an actual challenge faced by an organization of a department within an organization. Students study the issues, review industry trends, research the depth of the issue, and make a series of recommendations to key members of an organization. The practicum culminates in a formal written and oral presentation of the team’s work, which is evaluated by faculty and organization professionals.
Przedmioty elektywne (słuchacze realizują 5 z poniższej listy)
Creates an awareness of our unconscious prejudices, our verbal and nonverbal presentations and how this may influence our interactions with people from other cultures. By focusing on the history and contributions of various ethnic groups in the United States, students gain a heightened appreciation of difference and an understanding of culturally-specific needs.
This course will explore ethical dilemmas through broad comprehensive coverage of Business Ethics from a global perspective with case studies, presenting various topics such as: Fraud, Bribery, Hacking, Insider Trading, unethical monopoly and dangerous working conditions. Students will explore internal and external focus of ethical issues to be able to understand the positive outcomes of ethical behavior as well as the negative consequences of unethical behavior. Students will participate in discussion of ethical issues, the development of a moral frame of reference and the need for an awareness of social justice in management practices and business activities framework. The course will also review ethical responsibilities and relationships between organizational departments, divisions, executive management, and the public.
Explores the challenges and opportunities facing businesses in the new global economy. Areas of focus include cultural, political, economic and social system similarities and differences across the globe; the financial environment of international marketing; exporting and entry strategies.
This course offers an introduction to political communication, a preeminently practical activity whose role in informing, influencing and legitimizing decisions is crucial to both domestic and international politics. The course looks at fundamental themes of political communication, such as agenda setting, framing, and branding. The course also looks at relevant media formats - infotainment for example - or trends - the emotive news - or technology - the new media. This course is based on the idea that to achieve effective political communication it is necessary to know how media work in general and in the context of politics, and how citizens, journalists and politicians make sense of and use political messages.
Provides practical and theoretical instruction to public sector professional administrators who are involved in the marketing efforts of their organizations. The central focus is on developing marketing plans. Topics include: strategic and tactical market planning; market segmentation; target marketing and positioning; social, legal, and competitive issues; managing products and services; developing new products and services; creative techniques; managing costs and pricing; and distribution and delivery of products and services.
This seminar provides an overview of the significance of communication styles and approaches in contemporary workplace environments. Students will engage in self-assessment of communication competence and learn strategies for enhancing written and oral communication abilities. In addition, students will develop listening and speaking skills, understand and apply theories of persuasion, plan and implement professional oral and visual presentations, learn how to contribute as an effective member of a workplace team, and explore and prepare for professional careers.
Analyzes basic principles of public relations through readings, lectures, case studies, class discussion and campaign design. History and definition of public relations provide the foundation for considering audiences, stakeholders, contingency planning, media relations and ethics.
Social media have rapidly altered how organizations extend their brands, influence public opinion, and engage consumers and citizens through online tools. Moving beyond traditional mainstream media, social media have directly impacted how institutions market themselves and distribute news and information through new cost-effective tools such as blogging and podcasting. This course will explore how social media are effective and influential forces that can help individuals, politicians, businesses, and non-profit organizations with their marketing and media relations needs.
This course introduces the field of communication design including terminology and creative problem-solving for print, digital, and moving media through hands-on projects in a studio-based learning environment. We will be applying communication theories to visual forms through the use of type and image in effective and expressive presentations of ideas and information. Students will learn how to think visually through a developing understanding of contemporary visual language as makers and receivers. Industry-standard software will be used with in-class instruction. An emphasis on communicating visually with a concern for social and cutlural dimensions, as well as from one human to another, will be given special attention.