Strategic Marketing Communications

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:
• Estimated required text and/or learning resource costs: No cost.

Employers in the Communications sector seek both Generalists and Specialists who can add value to their organization. This course focuses on enabling students to navigate the recruitment process, build a network, develop a personal brand, and create a personal Professional Development Plan specifically targeted toward the unique needs of the Communications sector. By the end of this course, students will have created a portfolio of work selected from the skills developed in the SMC program for use in their post-graduation job search.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:
• Estimated required text and/or learning resource costs: No cost.

In this course, you will engage in a capstone project that will reflect a culmination and demonstration of your learning and skill development throughout the Strategic Marketing and Communications program. Delivered in a workshop style format, you will develop an integrated marketing communication plan for an assigned case, including the research, analysis, strategy, and proof of concept. Over the first portion of the course, you will focus on research, analysis, ideation, and strategy formation for your capstone project. Then you will finalize your plan and develop a proof of concept under the guidance of an assigned mentor. The course concludes with a final cumulative evaluation where you will present your work to a panel of faculty and practitioners.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:
• Estimated required text and/or learning resource costs: No cost.

This course will prepare you to develop earned media resources as part of your marketing mix through a practical understanding of how to engage and build relationships with traditional media, digital media outlets and social media influencers. You will develop your media literacy skills and be able to identify what makes news by applying the common criteria found in most earned media stories. You will learn how to uncover news in your own organizations and how to scan external sources to be part of wider public discussion to generate content for websites, social media and other communications channels. Lastly, you will explore the requirements of crisis communications plan with the intent of protecting and preserving an organization’s reputation.

• Hours: 56
• Credits: 4
• Pre-Requisites: PRLN8100 OR PRLN8101
• CoRequisites:
• Estimated required text and/or learning resource costs: No cost.

• Hours: 33
• Credits: 2
• Pre-Requisites:
• CoRequisites:
• Estimated required text and/or learning resource costs: No cost.