Courses

View courses that apply to students admitted prior to Spring 2012

Please click on course titles below to see course descriptions.

These courses apply to students admitted after Spring 2012.

Strategic Communications courses offered in Spring 2013 (for students admitted after Spring 2012)

These courses apply to students admitted prior to Spring 2012.

Strategic Communications courses offered in Spring 2013 (for students admitted prior to Spring 2012)
Program requirements for students admitted prior to Spring 2012
Introductory Core Courses
Advanced Core Courses
Elective Courses
Advanced Communications Project

SCOMK4113 Persuasive Presenting. 1.5 pts.

Description

One of the main mistakes presenters make is not taking the time to understand their audience. If you want to change an audience’s thinking about a particular issue and motivate them to take a specific action -- the goal of all persuasive presentations -- you need to understand how your audience thinks and what is important to them, what is preventing them from taking the desired action now, and what might persuade them to take this action in the future. In this half-term course, you will learn techniques for conducting in-depth audience interviews and creating a persuasive argument built around insights derived from those interviews. The argument will be presented in a team presentation that employs the foundational principles learned in the first semester and that skillfully interweaves an evidence-based argument with effective storytelling.

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SCOMK4117 Strategic Writing Part 2. 1.5 pts.

Description

In Strategic Writing II, the second half of a three-credit course, we will round out our study of communications strategy with units on communications tools and channels, internal communications, external communications (public relations), and strategic execution. We will continue to explore communications strategy in an analytical framework while practicing writing skills and mastering specific written communications tools.

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SCOMK4125 Setting Strategic Direction. 3 pts.

Description

An effective strategic communications program begins with the answers to four fundamental questions: (1) With whom should we communicate? (2) What does she or he do now that represents an opportunity or a problem for us? (3) What would we like her or him to do differently? (4) How can communications change what she or he feels, so that she or he will change her or his behavior the way we would like? Setting the Strategic Direction introduces students to a process for thinking systematically about these fundamental questions as a foundation for the formulation of communications strategy.

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SCOMK4128 Insight Discovery. 3 pts.

Description

Research plays a central role in defining strategies to drive communications efforts, because it allows you to define who your target audience might be and gain a rich understanding of what they think, feel and believe about your product/issue/organization, your competition, and the environment in which you operate. In this course, we combine theory and practice to see how you can use research to find true insights about your target, and how you can translate these insights into effective strategy and persuasive communications. We focus on understanding both the principles and the process of conducting good market research for communication development and the opportunity for hands-on practice. The course will provide you with the knowledge and confidence to become educated users and purchasers of research, in order to develop strategic communications plans that are rooted in solid consumer and market understanding.

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COMM K4005. Strategic Communications: Analysis, Theory, and Ethics. 3 pts.

Description

Must be taken in first semester.

This course teaches students how to think critically, express their reasoning clearly, both in written and oral communications, and to understand the role of strategic communications in the historical development of the field of communications. Through case studies and readings, students are exposed to ethical issues that arise in strategic communications and are required to argue and analyze the ethical dilemmas they will encounter in the working world.

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COMM K4010. Positioning and Communications Strategy. 3 pts.

Description

This course explores how to create conceptual methods for determining the communications objective(s), target audience(s), and key messages that can most effectively move an organization, or a brand, from where it is now to where it wants to be. It covers how we process information and make choices, how brands help people organize information, competitive analysis, the basics of positioning theory.

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COMM K4015. Evaluating the Communications Toolbox. 3 pts.

Description

This course focuses on the importance of identifying a target audience, setting business and communication objectives and understanding the role of the brand/organization in the marketplace. Students are expected to engage in rigorous analysis and criticism as we explore the marketing communications “tool box” examining the definition, function, purpose and measurement of key communications initiatives such as advertising, media, public relations, direct marketing and promotions. Newer approaches, such as viral marketing, cause marketing, SEO/SEM, and interactive marketing are also covered.

Guest Speakers have included:

  • Elizabeth Estroff; Senior Vice President, Corporate Communications, Martha Stewart Living Omnimedia
  • Stacie Bright, Senior Communications Manager, Unilever
  • David Hessekiel, Founder and President; Cause Marketing Forum
  • Steve Liu; Director, Web Customer Experience, 1-800-Flowers.com
  • Mike Swensen, Executive Vice President, Barkley Public Relations
  • Audrey Siegel, Executive Vice President, TargetCast tcm
  • Ed Keller, CEO, The Keller Fay Group
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COMM K4110. In Search of Insights. 3 pts.

Prerequisite

COMM K4010 Positioning and Communications Strategy.

Description

Course Fee: $75

This course teaches students the intelligent use of available market intelligence tools in order to uncover relevant consumer and market insights, by focusing on understanding both the principles and the process of conducting good market research for communication development. The course provides an introduction to the basic concepts of market research and an exposure to the process of finding, analyzing, presenting, and effectively using information to make sound marketing and communications decisions. Both qualitative techniques (focus groups, ethnography, observational research, etc.) and quantitative techniques (polling, online research, face-to-face surveys, etc.) are examined. Students make persuasive presentations of their research findings and marketing recommendations in class.

Guest speakers for this course have included:

  • Gordon McLean, Senior Planner, JWT
  • Cathy Lennox, Co-Founder, Galileo Research & Consulting
  • Leslie Hallam, CHAOS Qualitative Consultancy
  • Joshua Greenspan, Copywriter, Publicis
  • Steve Hissam, Senior Brand Manager, Schieffelin & Somerset
  • Sarah Fitzharding, Co-Founder, Galileo Research & Consulting
  • Steve Pagan, Director, Hall & Partners Research
  • Elena Putilina, Category Director, NPD, Remy Amerique
  • Felicia Stingone, Founder, Superfly Consulting
  • Hugh Duthie, Founding Partner, Kudzu Research
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COMM K4120. Strategic Writing and Editing. 3 pts.

Description

Must be taken in the first or second semester.

Strategic Writing & Editing is an intensive, skills-focused course that helps students master compelling prose and effective editorial process to drive business results. Students gain not just an intellectual understanding of the fundamental principles of business writing, but practical abilities to put those principles to work in a variety of contexts, including marketing and leadership. Through multiple written and rewritten assignments, many of which students can tailor to their own industries or interests, the class learns to deliver clear, engaging and cogent letters, memos and analyses that motivate their target readers, even in situations of conflict. The course touches on practical applications of strategies and tactics in communications with the public and the media, customers, clients and vendors, supervisors and subordinates, and a range of other constituents.

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COMM K4200. Managing and Measuring the Communications Mix. 3 pts.

Prerequisite

Five introductory core courses. COMMK4015 Evaluating the Communications Toolbox may not be taken concurrently.

Description

An integrated approach to communications has become increasingly critical to the success of a marketing plan. No single medium can guarantee that your message will reach, or persuade, your target audience and in many cases a series of communications are needed to meet objectives. This course provides students with an overview of how to create an integrated communications plan to reach a target audience, the theory behind the practice, how to evaluate different media and identify the metrics needed to determine the success of your integrated plan, and how to assess business results. A major part of this class is the creation of a communications and measurement plan for a real-life non-profit. Guest speakers provide their perspectives as well.

Past guests include:

  • Gabrielle Shubert, Director, New York Transit Museum
  • Samantha Lucas, Chair, U.S. Brand Marketing Practice, Burson-Marsteller
  • Don DiForio, Senior Vice President, The Advertising Research Foundation
  • Brian Schlessinger, Vice President, Financial Services & Emerging Markets, Nielsen Buzzmetrics
  • Peter Orban, Senior Vice President, Young & Rubicam
  • Scott Campbell, General Manager, Integrated Marketing Communications, Colgate-Palmolive
  • Anne Bologna, Founder, Toy
  • Patrick Murray, VP, MMA
  • Jennifer Scott, VP of Insights and Research, OgilvyPR
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COMM K4121. Building Internal Engagement. 3 pts.

Prerequisite

Five introductory core courses.

Description

Through strategic internal communication, employees are focused on driving business results and encouraged to act as Brand ambassadors on behalf of their organization, building the organization's reputation.  This course focuses on communications from the inside-out, addressing the opportunities, challenges, and issues communication professionals face today in dealing proactively and reactively with internal stakeholders.

How can leaders build credibility with employees in an authentic way? How do you influence your CEO to take a leadership position and act as the champion of the employee communications effort? How can an internal communications strategy ensure truthful and respectful communication during times of change? 

This course emphasizes research, communications planning, messaging, execution of tactics, and consulting inside a complex, ever-changing organization - all designed to drive engagement.

Guest speakers for this course have included:

  • Kevin Bishop, Vice President, Brand System and Workforce Enablement, IBM Corporation
  • Jon Iwata, Senior Vice President, Marketing and Communications, IBM Corporation
  • Catherine A. Bolton, Executive Director, Public Relations Society of America
  • Peter Mazurczyk, President, fusion Inc.
  • Sara Brewster, Vice President, Marketing Communications, Easter Seals
  • Mike Kuczkowski, Vice President, Edelman Public Relations Worldwide
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COMM K4131. Corporate Communications: Public Relations to Public Affairs. 3 pts.

Prerequisite

Five introductory core courses.

Description

A company’s reputation, profitability, and even its continued existence can depend on the degree to which its targeted audiences support its core messages or its communications goals and objectives. As executives recognize the growing importance of strategic corporate communications to the success of their organizations, they increasingly rely on their internal public relations staff for the development of strategy and counsel, as well as seamless tactical execution of internal and external communications. In order to inform the general public, interest and trade groups, and stockholders of a company’s policies, activities, and accomplishments, corporate communications professionals must understand the attitudes and concerns of their constituents, establishing and maintaining cooperative relationships with them as well as with the press. Corporate counselors rely on industry practices and techniques, but often their intuition and experience guide them through delicate and “sticky” situations.

This course provides students with a broad understanding of all the disciplines that may fall within the corporate communications functions - and learn how to strategically use a wide range of channels and tools to help shape, promote and protect a company or organization's message and even reputation.

Guest speakers for this course have included:

  • Jeannie Kedas, Senior Vice President, MTV Communications
  • Jeanine Liburd, Senior Vice President, BET Communications and Public Affairs
  • Karen Zatorski, Senior Vice President, CBS Marketing
  • Adam Miller, President/Head of Media, Communications and Entertainment Practice, Abernathy MacGregor Group
  • Charles Perkins, Director of Firmwide Issues, Ernst & Young
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COMM K4141. Communications 2.0: Best Practices in a Networked Society. 3 pts.

Prerequisite

Five introductory core courses.

Description

Digital information and communication technologies have become an integral part of strategic communications. This course will demystify the emerging “Web 2.0” trends that communications professionals need to master in order to succeed in a dramatically changing marketplace. We place digital technologies used today in their historic and contemporary contexts. By learning about the underlying principles behind the convergence revolution, students will gain a better understanding of how to apply their new knowledge in the digital media world. Subjects range from social networks and social media to search engine optimization, search engine marketing, digital brand integration, Web analytics, blogs and podcasts, neural marketing and wireless marketing, among other topics. Students will work with clients who are at the forefront of applying digital media and emerging technologies in various ways in strategic communications industries. Through these experiences, students will gain hands-on experience and establish key contacts and valuable networking opportunities with professionals in the field.

Guest speakers for this course have included:

  • Sheethal Rao, Insights Manager, Media Contacts
  • David Polinchock, Chief Experience Officer, Brand Experience Lab
  • Steven Mann, VP Global Marketing and Social Media Strategies, SAP
  • Witold Riedel, Creative Director, Ogilvy
  • David Rogers, Executive Director, Center on Global Brand Leadership
  • Andrew Plesser, Founder, Plesser Holland Associates; Founder, Beet.tv
  • John Keenan, Director, Business Development, Goldman Sachs
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COMM K4160. Political Communications. 3 pts.

Prerequisite

Five introductory core courses, COMMK4131 Corporate Communications, or the instructor's permission.

Description

This course examines the relationship between all forms of political communications, media relations, advertising, polling, and political organizing, and how each is used to create effective politics. Both campaigns and government officials practice communications to ensure their messages are controlled and reach their constituents. This course integrates the conception, distribution, regulation, and use of information as a political resource, and gives students hands-on experience in developing communications strategy, specifically press relations, in order to meet a candidate’s or government official’s goals. Students learn the practice of political communications through course sessions detailing both journalistic methods and research techniques; using case studies and readings, the course work integrates proactive and reactive political communications. A final project challenges students to design a political communications plan for a candidate that effectively deals with the media’s role in the conduct of government/making of public policy.

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COMM K4170. Crisis Communications. 3 pts.

Prerequisite

Five introductory core courses.

Description

This course covers the basic elements of crisis communications and the procedures for creating crisis communications plans and for reacting to crises when they occur. How best to develop various plans for different critical audiences and understand the most effective strategies for communicating your organization’s message during a crisis is explored. The course examines various types of crises that can occur with corporations and nonprofit organizations and the differences and similarities among them. How to avoid the classic and common pitfalls of crisis communications are addressed, as are ethical issues that arise during crises. Numerous case studies are discussed in class and exercises both in and outside of class are assigned so students gain experience in crisis communication situations. A crisis communications plan is created for a client.

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COMM K4180. Consumer Behavior and Marketing Strategy. 3 pts.

Prerequisite

Five introductory core courses.

Description

The objective of this course is to understand how consumers make choices and why. By examining the thought processes consumers use to recognize a certain need, retrieve information about alternative choices and evaluate those choices, we can determine what motivates action, informing brand strategy. The course also considers socio-cultural settings and other unique individual factors that cause consumers to take action. Understanding these factors helps marketers and communicators create strategy and messages to better reach their target audiences and persuade them to purchase a product, adopt a cause, call a hotline, or perform another desired response. Students learn the theoretical frameworks that inform these processes and apply such frameworks to real-world examples, and leave the course with a better understanding of consumers' decision-making processes and the importance of consumer analysis to brand development and overall communication strategy.

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COMM K4202. Communications for Social Change. 3 pts.

Prerequisite

Five introductory core courses.

Description

Analyzing how strategic communications can be used to generate and impact public discourse, and, ultimately, to produce social change is a critical component of understanding the democratic process. How does the use of the media affect the tenor and quality of public debate? What methodologies are nonprofit strategists using to determine messages and test salience? How do they evaluate whether their efforts serve intended audiences? We explore both the theoretical context and practical applications related to the use of communications by not-for-profit organizations. Throughout the term, faculty and guest speakers discuss current communications initiatives of nonprofits in the social justice, health, environment and education arenas. As a final project, students work in teams to develop and carry out a communications project for an actual nonprofit in need of assistance. Projects could include research, framing/messaging, branding, public relations or advertising. Completed work will constitute a valuable part of a student's portfolio.

Guest speakers for this course have included:

  • Tony Foleno, Senior Vice President, Research The Ad Council
  • Stevan Miller, Director, Corporate Partnerships & New Business U.S. Fund for UNICEF
  • Kari Hayden, Director of Corporate Partnerships & Charles Best, CEO, Donors Choose.org
  • Mirm Kriegel, Account Director, BBMG
  • Thaler Pekar, Principal, Thaler Pekar & Partners
  • Jane Ryan Beck & Craig Winkelman, Founders and Creative Directors, rayogram
  • Loren Siegel, Principal, Loren Siegel Consulting
  • Jon Platner, Director of Online Strategy and Programs & Stephanie Smith, Online Outreach Specialist, Planned Parenthood Federation of America (PPFA)

COMM K4203. The Master Narrative. 3 pts.

Prerequisite

Five core courses.

Description

This course provides students with an understanding of how large organizations develop a compelling story, or “master narrative,” and tell that story consistently, via multiple media platforms, in a competitive communications environment. Using case studies, students will examine the process organizations undertake to define and drive a master narrative through positive and negative news cycles and understand the importance of integrating all communications -- media, Internet, marketing, advertising, government and stakeholder outreach – in the effort to craft and sustain a compelling narrative.

Students will learn how to create a master narrative, how to define a message frame that fits the narrative and keep all communications within this frame, how to determine key audiences, vehicles for reaching these audiences, how to manage Internet and traditional media in telling a story, how to measure success and readjust a master narrative based on circumstances, how to take advantage when the 24/7 communications cycle puts an organization in the spotlight, and how to define and manage through crises to protect a master narrative.

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COMM K4205. Advanced Writing Workshop. 3 pts.

Prerequisite

Five introductory core courses and permission of the instructor.

Description

This class gives students an opportunity to sharpen their communications writing skills in a workshop setting. Students respond to complex communications challenges by preparing a range of written materials. These pieces may include print and/or electronic newsletters, speeches and talking points, Op Eds, letters to the editor and opinion pieces for trade publications, TV and radio scripts, video news releases, pitch letters, features, brochures, magazine queries, proposals, and specific communications to targeted publics. Students are expected to both critique and support each other's work during each class session. Emphasis is on quality vs. quantity. Several guest speakers are invited to discuss the craft (and business) of writing.

In past semesters students in this workshop created a magazine featuring a collection of feature stories, opinion pieces, and speeches.

Guest speakers for this course have included:

  • Dan Bergner, Contributing Writer, New York Times magazine
  • Patti Cohen, Editor, "Arts & Ideas" page, New York Times
  • Steve Sager, Producer, Doug Simon Productions
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COMM K4210. Communication and Global Brands. 3 pts.

Prerequisite

Five introductory core courses.

Description

This course examines the discipline of global marketing communications, including the environmental factors that enabled global marketing. The course assesses early models of communications management and the current factors that enable global communications programs: the identification of global target audiences; the kinds of products and services that lend themselves to global communications and those that don’t; and the characteristics of leadership brands that are preeminent in global communications today. Students consider how levels of development and cultural values affect communications programs and how local differences can be reflected in global programs. Message creation and the available methods of message distribution are evaluated in the context of current and future trends. Students learn how to approach strategy and develop an integrated, holistic global communications program and how to manage such a program.

Guest speakers for this course have included:

  • Nick Brien, Executive VP, Starcom MediaVest Group
  • Vaughn Emsley, Worldwide Account Director, P&G, Saatchi & Saatchi
  • Paul Holmes, Publisher and Editor, Holmes Report
  • Wendy Riches, Former President, Marketing Services Division, D'Arcy Masius Benton& Bowles
  • Jane Wildman, Worldwide Marketing Director for Pampers, Procter & Gamble, Co.
  • Graham Woodall, Former Creative Director, D'Arcy New York
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COMM K4225. Delivering the Strategic Message. 3 pts.

Prerequisite

Five introductory core courses.

Description

Communications professionals are frequently called upon to make presentations, but too often, don’t apply their knowledge of strategic thinking to presenting. This semester, this course focuses exclusively on developing and delivering strategic presentations. Students are be asked to work in pairs to create a professional presentation that will be delivered to select “outsiders” at the end of the term. Class exercises focus on audience analysis, strategic thinking, theme development, argument construction, techniques for creating “stickiness,” openings and closings, and impromptu public speaking. Students give mini-presentations on readings throughout the term, as well as practice and get feedback on giving presentations.

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COMM K4235. The Power of Opinion. 3 pts.

Prerequisite

Five introductory core courses and COMM K4120 Strategic Writing and Editing or proven ability to write clearly, concisely and persuasively.

Description

Course fee: $50

This small, intensive workshop evolved from Delivering the Strategic Message and Advanced Writing Workshop and contains elements of both. Students learn to how to express a strong, well substantiated point of view in an op-ed, speech, and media interview. Classroom work includes analyzing the best examples of each genre, articulating the differences between them, and critiquing student work.

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COMM K4240. Leadership in Corporate Communications. 3 pts.

Prerequisite

Five introductory core courses.

Description

This course introduces the concept of "general management" to communicators and develops analytic skills needed for effective problem and opportunity identification. Through case studies, interactive class discussions, and readings, students learn how to integrate multiple functional perspectives to meet the overall needs of an enterprise.

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COMM K4245. Global Communications: The Business of Issues. 3 pts.

Prerequisite

Five introductory core courses.

Description

In our interconnected world, business cannot insulate itself from major global problems such as poverty, human rights abuse, HIV and AIDS, global warming, the inequality of women, corruption, disasters, and wars. Indeed, today businesses are expected to embody responsible corporate citizenship and to become part of the solution to these challenges of globalization. This course explores what communicators – whether they work for the private sector or nonprofits - need to know about these global issues and what strategic approaches they should take to promote social responsibility in companies doing business in the global market place.

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COMM K4260. The Value of Brand: Making the Business Case. 3 pts.

Prerequisite

Five introductory core courses and COMMK4200 Managing and Measuring the Communications Mix.

Description

This course introduces students to the economic importance of brand building activities based on the proven link between brand equity and business performance. Students examine the role that strategy and communication play in building brand equity, and explore how the changing media landscape is causing companies to rethink traditional brand-building practices. Students need to use critical thinking, case-analysis, market research, and strategic presentations to persuade a business decision maker to invest in brand building efforts. For students who are interested in building stronger brand cultures within their organizations (for both the profit and nonprofit sectors) and/or for pursuing careers on the brand side of strategy, this course answers the question: Why should businesses and institutions care about branding?

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COMM K4265. Strategic Visual Communications. 3 pts.

Description

This course focuses on exploring and clarifying the value and role of strategic visual communications within today's business context. Through a combination of readings, case studies, class discussions, simulations, and guest speakers, students will recognize the importance visuals play in effective communications, understand the role of visuals in building brand identity and marketing messages, and gain insight into how visuals can help them to communicate more clearly and effectively. The class will also examine the role visuals play in bridging cultural divides across the World Wide Web and in the global marketplace as a whole. In addition, students will build competencies in "the language of design" that will increase their effectiveness in selecting, briefing, leading, and evaluating design resources and their creative work. Students will work in teams throughout the course and will deliver a final project that allows them to demonstrate their understanding and application of the concepts they have learned in class.

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COMM K4900. Advanced Communications Project. 6 pts.

Prerequisite

Completion of 30 points. Introductory core courses, advanced core courses, and required number of electives.

Description

This final course provides a forum for students to demonstrate their mastery of the principles and best practices of strategic communications. Students identify an organization or issue facing a challenge or opportunity and act as an independent communications consultant for that organization. Following rigorous research and analysis, students are expected to recommend a creative yet feasible communications strategy that would achieve a defined business goal. The recommended communications strategy is presented in the form of a final written proposal and an oral presentation and defense in front of a review board of faculty, program advisory board members, and outside experts.

Students are guided by faculty and a series of workshops over the semester, and are expected to commit 15 to 20 hours per week to their projects. In tackling the problems facing their organization or issue, students are expected to demonstrate mastery of the following skills and aptitudes:

  • The use of critical analysis to identify and articulate a core problem or opportunity
  • The development and proposal of an original solution, including a considered rationale for the recommendation
  • The basis for tactical action, i.e., specification of audience(s), messaging, and most appropriate media
  • The development of a coherent and persuasive oral presentation and written proposal detailing their insights and recommendations
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