APRD 1003 - Principles of Strategic Communication
Secondary Instructor
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Fall 2025
Introduces the foundations, nature, and practices of advertising and public relations and the various industry functions - including account management, market research, account planning, media planning, creative strategy, creative execution, branding, image reputation and crisis management. This course offers historical, organizational, financial, creative and critical perspectives concerning strategic communication.
APRD 2001 - Strategic Thinking in Advertising and Public Relations
Primary Instructor
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Spring 2025 / Fall 2025
Reviews historical and contemporary views of critical and strategic thinking, as well as strategic practices utilized in advertising, branding, and public relations through the use of readings, exploration of case studies, lectures, individual and group exercises, and client projects.
APRD 3002 - Communication and Media Planning
Primary Instructor
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Fall 2023 / Spring 2024 / Fall 2024
Concentrates on strategies and tactics advertisers and marketers use to communicate their brand stories to their desired audiences. These include traditional media planning and placement - TV, print, radio, and out-of-home - as well as new areas like digital, social, and experiential approaches to communications. Students will learn how to create, develop, and present communication plans and campaigns in an interactive and fast-paced environment.
APRD 3005 - Content Strategy and User Engagement
Primary Instructor
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Fall 2024 / Spring 2025 / Fall 2025
Explore and understand the importance of content as a brand building tool. Students will gain the ability to use analytics to create strategy that allows the brand to have meaningful and cohesive conversation with its community.
APRD 3009 - Brand Building
Primary Instructor
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Fall 2023
Explains the value of a brand in a marketing and advertising environment: how to build, manage, and protect a brand. Specific areas covered include what a brand is and why it matters, how a brand creates value, ways to measure and understand the value of a brand, managing new and established brands, and the role of consumer insight in managing a brand.
APRD 4405 - Strategic Communication Capstone
Primary Instructor
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Spring 2023 / Spring 2024 / Fall 2024
Puts into practice knowledge from previous coursework to plan and execute a strategic communication campaign. Students work with others, operating as an agency. Students will develop one or more strategic communication campaigns. In addition, students will practice organizational and leadership skills; design and layout skills; produce a plans book; and pitch the proposed campaigns to the class and the client.
