Introduces students to applied research as a decision making tool for the integrated communications professional. Students acquire basic skills in: identification of information needs, stating research objectives, selection of appropriate research technique(s), sample selection, questionnaire design, analysis procedures, report writing, and budget management. Topics prepare students to conduct small scale survey research and to buy and evaluate studies from custom and/or syndicated research suppliers. Legal and ethical issues are also examined.

Introduces students to applied research as a decision making tool for the integrated communications professional. Students acquire basic skills in: identification of information needs, stating research objectives, selection of appropriate research technique(s), sample selection, questionnaire design, analysis procedures, report writing, and budget management. Topics prepare students to conduct small scale survey research and to buy and evaluate studies from custom and/or syndicated research suppliers. Legal and ethical issues are also examined.

Examination of a systematic framework for uncovering and understanding strategic communication audiences' motivations, influences, and decision-making processes. Major influences on audiences' conduct, such as psychological, situational, and socio-cultural factors. Implications of strategic audience insights for the development and implementation of integrated strategic communication programs.

Conduct research and learn to turn that research into insights and those insights into creative copy and visual messages.

A course introducing students to the basic concepts of public relations, including its theory and practices, professional history, function in organizations, and role in society. This course meets the needs of those planning or currently involved in profesional and managerial careers which require an understanding of public relations.

Planning and implementation of integrated communication strategy in practical applications. Students analyze business objectives and communication alternatives in the context of case studies drawm from existing industry situations, then develop and present solutions involving advertising message and media strategy, consumer and trade sales promotions, public relations, and direct marketing tools. Other topics include budgeting, research effectiveness measurement, and managing the client- firm relationship.

This course will introduce students to direct marketing practices with emphasis on data base marketing, strategic business planning, importance of the offer, selection and selling merchandise, business-to-business direct marketing, fund raising, mailing lists, print and electronic media, co-ops, telemarketing, production lead generation, direct marketing math, idea development, research and integrating direct marketing into the overall marketing mix. The course will be practical rather than theoretical in nature.

Audiences and purposes of writing are assessed as students develop a formal strategy to guide - and to evaluate - their writing. Strategic writing tasks will include writing of position papers, speech writing, and writing for borchures, media releases, letters and newsletters. Societal impact and ethical considerations are examined across all writing tasks. Lecture, two hours; laboratory, two hours per week.

The International Advertising course is designed to introduce students to the opportunities and challenges involved in developing strategies and for implementing communication plans for international markets. The course examines the topic of international advertising from an "inside- out" perspective, beginning with an exploration of marketers' opportunities among consumers in the US before expanding the scope of discussion to international and global markets.

This course will focus on the role, function and influence of public relations in a global environment. Topics include culture, global trends, multicultural communication knowledge, national media structures and public policy, and international legal and ethical codes in public relations. Global case studies are used to develop and implement strategic and creative communications plans.