500

This introductory graduate course explores the principles and practice of Integrated Marketing Communications (IMC) as a strategic approach to building consistent, persuasive brand messaging across multiple platforms. Students will learn the IMC planning process—from situation analysis and audience segmentation to message strategy, media selection, and campaign evaluation. Emphasizing both traditional and digital channels, the course blends creative and analytical perspectives to develop integrated, measurable marketing strategies that strengthen brand identity and drive engagement.

This graduate course examines the role of artificial intelligence in modern marketing, balancing its vast potential with ethical considerations. Students will explore AI-driven strategies for data analysis, personalization, and campaign optimization while critically evaluating issues of bias, transparency, privacy, and manipulation. Through case studies, ethical frameworks, and applied decision-making exercises, the course equips future marketing leaders to integrate AI effectively and responsibly, ensuring strategic efficacy without compromising consumer trust or societal values.

This course covers the strategic use of content to attract new customers and retain current customers. It trains students in content management, design applications, and platforms to successfully create effective branding. Students will explore and produce branding elements, including visual identity and creative strategies, using contemporary, user-friendly design tools. Emphasis is placed on the evolving role of marketers as both strategists and creators, with students developing hands-on design skills for print and digital media.

Digital marketing is increasingly the core of how organizations build brands, connect with customers, and sell products, with digital advertising playing a central role in driving visibility and engagement. Understanding how to craft and manage an online presence is a fundamental skill for contemporary marketers. In this course, students learn how to think digitally from a strategic and tactical standpoint, while obtaining practical implementation skills. They learn the fundamentals of the most important digital channels, including content marketing and advertising concepts that fuel successful digital campaigns. Students also explore the role of AI and search engine optimization (SEO) in enhancing visibility, targeting, personalization, and campaign performance. Additionally, students learn to use data to successfully target their audiences and track and measure success.

Innovation and design in products and services are increasingly important in competitive markets. Students explore how to use market research data to create a competitive advantage and more deeply understand consumers’ needs, preferences, and behaviors. Students learn the fundamentals of market research, aesthetics, design principles, and design development processes. This course also addresses methods and approaches to think more creatively, break paradigms, better visualize possibilities, and develop innovative and sustainable business models.

This course provides an analysis of consumer shopping behavior, spending habits, and purchasing preferences, and explores marketing strategy approaches that align with how consumers perceive, evaluate, select, and spend. Students examine behaviors associated with consumer actions as they develop data-informed marketing strategies. In this course, students strengthen their analytical skills by examining and processing quantitative and qualitative data to map trends, uncover insights, and identify effective outreach to target audiences.

This course explores the art of visual storytelling through hands-on video creation. Students will learn how to craft compelling narratives using video formats, including vlogs, video ads, video montages, and commercial making. Emphasis is placed on creative concept development, scripting, filming techniques, and editing to engage diverse audiences across digital platforms. Through practical projects, students will gain experience in producing videos that inform, entertain, and persuade. By the end of the course, students will have a collection of dynamic video projects that showcase their ability to tell stories with impact.

Global Communication: Media Messaging explores the strategies, challenges, and opportunities of professional communication in an interconnected world. This course examines how cultural, economic, political, and technological forces shape global branding and messaging across media. Students will learn to develop integrated marketing campaigns for diverse markets. Topics include global market research, brand reputation management, and cultural considerations. Students gain the skills to craft impactful, culturally resonant campaigns across international markets using social media, AI, and e-communications.

Portfolio in Practice is a culminating graduate course designed to help students showcase their expertise and strategic thinking in marketing communications. Beyond compiling past work, students will curate and refine projects into professional case studies, highlighting objectives, challenges, strategies, and results. The course emphasizes personal branding, digital presentation, and career readiness through portfolio design, resume development, and networking strategies. Students leave with a polished portfolio that reflects their creative, analytical, and strategic capabilities for the global marketplace.