Spring 2020

Focus on the unique writing requirements of social, online, broadcast, print and other media in public relations/strategic communication; emphasis on judgment, context and audience understanding.

Strategies and practices in the growing field of public relations/strategic communication, including landmark cases; special emphasis on historical roots, evolution, current and future practice.

History and development of advertising; basic advertising campaigns showing relationships of marketing, creative, print and electronic media.

Production of advertising materials; emphasis on the creation and design of advertising elements.

Introduction to media relations, social media and influencer engagement; intensive writing and creating multimedia content for traditional, emerging and social media.

Advanced course in writing, digital content and multimedia creation; production of communications collateral for social and owned media channels targeting an array of audiences.

Learn advanced public relations writing and editing, basic design skills and sophisticated video planning, shooting, editing and production skills.

Examines case studies on important Italian companies, ranging from the transportation to the luxury goods industries from both an economical and business point of view.

Investigates the implications of the perceptual process of mass media generated immigration discourse in Europe.

Examines how politics affects and influences public relations campaigns in the UK and Europe.

Media is social. Influencers reign. Influencer Relations provides a practical understanding of the new rules of the industry for students interested in working within it.

Covers the complex intersection of legal standards and regulations, ethical practices and decision making, and social responsibilities for public relations/strategic communication practitioners.

Relationship between public relations/strategic communication and other organizational disciplines; understanding business goals and objectives; economic literacy; financial/investor relations; how PR/communication agencies are built and managed.

In-depth study of methods for planning, managing and evaluating strategic communication campaigns; critical analysis of contemporary cases; development of campaigns for real world clients.

Public relations in the design, promotion, and presentation of popular entertainment, including films, broadcasting, music, expositions, amusement parks, resorts and arenas.

Introduction to the field of sports information and promotion, including lectures, media assignments, role-playing, and presentations by sports professionals.

Understanding of the history and application of celebrity in public relations, focusing on the entertainment industry and the notoriety attached to politics and the media.

Identification of key strategic insights that drive successful communication campaigns, based on research techniques including surveys, content evaluation and social media monitoring.

Application of monitoring tools to become social media analysts and real-time content creators; interpretation of large data sets drawn from the social web; understanding of how to present data visually for optimal impact.

Hands-on lab; producing multimedia content; basic principles of design; tools and techniques to create digital images and layouts.

Hands-on lab; audio/video tools for conceiving, shooting, editing, delivering and archiving compelling stories for online audiences; personal brand building; digital storytelling trends and applications.

Individual research and readings. Not available for graduate credit.

Study of the new rules of message development and dissemination in strategic communication and marketing: Participatory Culture, Transmedia Branding, Spreadable Media, and Crowdsourcing. Open only to seniors and master students in public relations and strategic public relations.

Leadership workshop inspires students to be braver and more creative; encourages them to discover their leadership potential/explore new challenges inside and outside of classroom.

Explores the origins, effects of, and processes for adhering to the complex network of legal, ethical and social responsibilities of the contemporary PR practitioner.

Covers the conceptualization and creation of strategy-based, engaging, primarily web-based multimedia content for use by organizations of all types.

Speaking the language of the board room; understanding business goals and objectives; economic literacy; financial/investor relations; understanding organizational disciplines and how they relate to corporate communication; PR/communication business processes and managed.

Practical and theoretical survey of the public relations profession as it is currently practiced, providing a social/contextual backdrop for further study of the field.

Research leading to the master's degree. Maximum units which may be applied to the degree to be determined by the department.

Credit on acceptance of thesis.

Credit on acceptance of thesis.

Credit on acceptance of thesis.

Leadership workshop inspires stepping outside of comfort zones to be braver and more creative. Encourages discovery of leadership potential by exploring new ideas and challenges.