Course Descriptions

JOUR 819 Writing for Marketing Communications (3)
A writing-intensive course focusing on articles and other works about marketing communications, management, general business and related subjects.  Students read and discuss a core of designated works as well as works they select on their own.  Students write reports, executive summaries and analytical briefings in which they synthesize these readings and apply marketing and management concepts to their own written work.

JOUR 820 Marketing Fundamentals for Communicators (3)
The course is designed to provide a fundamental understanding of marketing theory and process and how these theories relate to Integrated Marketing Communications. Specific focus will be spent on the marketing environment, the marketing mix, market segmentation, planning, execution and measurement. As part of the class, students will learn the components of a marketing plan and how to develop a plan based on specific quantifiable corporate objectives.

JOUR 821 Integrated Marketing Communications and Sales Strategies (3)
The concept of integrated selling strategies and how these strategies logically lead to execution in various forms of message delivery systems. Through case studies of specific business cases, students develop insights into potential buyer segments and develop rationales for the most effective way to reach buyers. Students not only offer solutions to cases but also explore ways to measure the impact of each technique and medium used.

JOUR 822 Database Development and Management (3)
A course in creating, updating and effectively using databases in marketing communications. Students learn the process of designing a database, what information to include and how to acquire information, and how to organize and execute marketing communications programs using a database.

JOUR 823 Branding in Marketing Communications (3)
Cases and topics in the development and execution of branding in marketing communications plans. The course emphasizes how organizations define actual brand problems and attempt to solve them.

JOUR 824 Creative Process (3)
An examination of the creative process and techniques of creative problem solving. The course gives students numerous opportunities to solve a variety of marketing communications problems. Students have an opportunity to visit with individuals who practice creativity in their professional lives and individuals who study creativity as scholars.

JOUR 825 Relationship Marketing (3)
An exploration of the principles of relationship marketing and their application to marketing communications. Special emphasis is on the development of relationship messages, the use of databases for constituent management, and a review of appropriate marketing communications media. Pre-requisite: JOUR820

JOUR 826 Innovation in the Management of Marketing Communications (3)
Students shall demonstrate their knowledge of Innovation Theory through papers, presentations and an essay exam. The class will explore innovation across functions such as management, marketing, media, process and product innovation. Students will analyze current events and trends in media and innovation through weekly assignments.  Pre-requisite: JOUR820

JOUR 827 Marketing Ethics (3)
An examination of the ethical issues, philosophies, and decision-making systems that affect marketing communications. Through studies of specific business cases, students gain insight into the cultural, legal, and social decisions that affect an organization’s future.

JOUR 828 Financial Fundamentals for Communicators (3)
This course covers a wide range of financially-related concepts from the perspective of the communications function. Topics include: financial markets; finding and using key Securities and Exchange Commission filings; understanding the balance sheet, income statement and cash flows; financial analysis; investor relations; impact of Sarbanes-Oxley; corporate governance issues; building and using budgets; and impact of these concepts for not-for-profits.              Pre-requisite: JOUR820

JOUR 829 Marketing Communications Research (3) 
Students learn how marketing and media research help determine the success of an organization’s marketing planning and strategic communications processes.  Students study and conduct primary and secondary research—both qualitative and quantitative—including focus groups, ethnography and surveys.

JOUR 831 Technology in Marketing Communications (3)
Explores new and emerging technologies and their impact on the delivery of marketing messages. Students will study podcasting, blogs, SMS text messaging, e-mail marketing, social networking, online video sites and other emerging technologies.

JOUR 832 Leadership and Management in Marketing Communications (3)
This course examines cases and topics of leadership as a process in a marketing communication organization. As a manager’s duties evolve from performing tasks to managing relationships and strategic organizational outcomes, the capacity to lead becomes critical to personal and organizational success.  Topics will focus on the role of leadership and vision, strategy, communication, ethics, social responsibility, group dynamics, and change.

JOUR 834 International and Multi-cultural Marketing Communications (3)
A survey of the theory and professional practice of global marketing communications, this course covers all major forms of integrated marketing communications on an international scale: mass media advertising, including the Internet; public relations; sales promotion, including point-of-purchase; direct and database marketing; partnership marketing; personal selling and the sales force; and event marketing.  Intra-country and global marketing communications by multinational organizations will be examined.

JOUR 840 Seminar in ______ (3)
Research in the issues and development of media. Seminars focus on topics of current and historical interest. Students develop projects and presentations in special areas of interest and expertise. Course may be taken twice on different topics.

JOUR 850 Capstone Course (3)
Our integrative capstone course examines the strategic roles of a variety of marketing communications elements including research, advertising, brand management, database marketing, interactive marketing, media planning, public relations, sales promotion and sales/sales management. You will develop an integrated marketing communications plan for an organization as the culminating experience of the MC program. The project will require you to demonstrate knowledge of marketing communications and to work with team members to either solve an organization’s marketing communication problem or to help the organization to pursue an opportunity through the implementation of an integrated marketing communication strategy. You will demonstrate competencies in research, market analysis and measurement, productivity and profitability analysis, strategy development, and implementation of a marketing communications program consistent with selected marketing strategies and evaluation. Pre-requisites: 30 hours, JOUR 820, JOUR 828, and JOUR 829.