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MCOM 686. Integrated Strategic Communications

Credits: 3
Department: Mass Communications
Description: Internal and external integration of advertising and public relations with brand building. Real world clients. Capstone.
Prerequisites: MCOM 621, MCOM 634, MCOM 652
Semester Offered: Spring
Grading Method: ABCDF

Student Learning Outcomes

1. Analyze the conceptual integration of advertising and public relations.
2. Integrate advertising and public relations in strategic communication projects for clients.
3. Analyze and apply the external integration of advertising and public relations with a branding perspective.
4. Build, manage and measure brand equity.






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