Writing for Mass Communications Media
As writing is the fundamental cornerstone of all mass communications activities, this course will provide an overview of the basic tenets of writing for the diverse media that comprise the mass communications industries. The relationship of content and technique will be examined and students will be introduced to the specific scripting formats, style and structure that are unique to the print and broadcast media. Secondary focus will include creating copy for advertising and public relations writings.
Applications for Integrated Marketing Communications:
Direct / Database and Public Relations
This course will study the use of public relations and direct / database marketing as unique yet integrated disciplines. The course include focused issues such as database marketing management, direct marketing and strategic public relations as they are related to integrated marketing communications. It will also look at strategic planning to build and win customer acceptance to business direct marketing.
Corporate Public Relations
Creating and managing the image of a corporation and organisation demands a special understanding of public relations strategy, persuasion and internal and external communications techniques. This course focuses on the knowledge and skills necessary to building and maintaining the organisation’s image.
Advertising Creative Strategies
The process of creativity, developing creative yet effective advertising and idea strategies, and techniques for creative development are explored in this lecture/workshop class. Students will learn specific creative thought process techniques such as mind-mapping, whole brain thinking, lateral thinking and idea tracking. Students will participate in creative idea projects, learn how to discriminate between valid and invalid ideas and to make creative advertising decisions.
Public Relations: Special Events Planning, Crisis Communication and Management Techniques
This course will focus on three distinct roles of the public relations professional. Students will learn how to strategically plan special events, integrating them into the overall PR campaign. Students will also learn how to survive a public or internal crisis by creating communications plans and teams. Lastly, the course will examine the unique relationship, skills and PR tools necessary for effective media management and publicity.
Media Management: Issues and Applications
As students prepare for careers in mass communications, a thorough understanding of the various media outlets is essential. This course will examine the organisational structure and operation of television and radio stations, advertising agencies, public relations firms and newspapers. Students will participate in practical case studies designed to explore issues in media management: policy-making, news coverage, client service, marketing trends and future technologies.
Applications for Integrated Marketing Communications:
Advertising & Promotions
This course involves the analysis of information development and delivery strategies and the evolution of these strategies into creative executions. Students will learn audience identification, message strategy, message evaluation and media strategy as well as integrated marketing communications planning tools. Students will use cases and campaign components to develop strategies, rationales and executions for a variety of marketing and creative solutions.
Corporate Media Communications and Presentations
This course will focus on specialised forms of corporate communications with applications to the contemporary marketplace. Advanced corporate scripting and the development of corporate presentations will be included in course content.
Publications Development and Design
Students will be introduced to the principles of developing and producing a variety of publications from the newspaper and magazine to brochure, newsletters and specialised company publications. Editorial, advertising, fulfillment and marketing decisions will be discussed, along with typography, layout, photos and illustrations. Students will also gain experience in use of computerised page construction and graphics technology.
Strategic Development for Integrated Marketing Communications
Students will learn the basic tenets necessary in researching, evaluating and analysing the product or client, target consumer or target publics and competitive situation in order to develop a creative integrated communications plan.
Specialised Graphic Design
This course will focus on the specific knowledge and skills required to produce effective, appealing publications. Students will be introduced to principles of design, typography, art, color, printing, paper selection and post-production processes, with hands-on computer experience in typesetting, photography and line-art applications.
Research Methods
The role of research in the mass communications industries today has evolved into one of major importance. This course is designed to acquaint students with this role. The course content will specifically include strategies for topic development and analysis, survey research development, questionnaire construction and design. Emphasis will be placed on developing specific and appropriate research strategies as solutions for practical research problems.