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.

Continued development of research skills, insight conceptualization, and advanced creative copy and visual messaging. Emphasis is also placed on persuasive presentation skills.

This course is designed to reinforce and expand the knowledge learned in the introductory public relations course, ISC 341. The course will provide students with an opportunity to apply public relations principles and approaches to institutional experiences. Emphasis will be placed on actual case studies, and students are expected to demonstrate a high level of proficiency in written and oral communication skills.

An overview of the strategic use of media in integrated promotional campaigns is provided. Students acquire basic skills in quantitative and qualitative evaluation of media; choice of target audience, use of secondary research on products and audiences; development of media objectives, strategies and tactics; and the oral and written presentation of media plans. The basic structure of media organizations is discussed.

Examines the purpose, range, social and econimic impact, and techniques of direct response messages. Students review type and role of supplies as well as legal considerations. Based on a strategic plan, students frame messages for print, broadcast, and computer-based media that guide and facilitate response from prime prospects. Examines methods to evaluate message effectiveness.

This course will introduce students to special event planning processes and strategies. Emphasis is on creating, organizing, and managing both physical and virtual events. Topics will include research and planning, attracting sponsors and exhibitors, using integrated strategic communication to generate publicity and awareness, and evaluating event effectiveness toward reaching client objectives.