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Graduate Course Proposal Form Submission Detail - MMC6450
Tracking Number - 1730

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Current Status: Approved, Permanent Archive - 2007-02-14
Submission Type:
Course Change Information (for course changes only):

Detail Information

  1. Date & Time Submitted: 2006-11-02
  2. Department: School of Mass Communications
  3. College: AS
  4. Budget Account Number: 1247000000
  5. Contact Person: Derina R. Holtzhausen
  6. Phone: 46800
  7. Email:
  8. Prefix: MMC
  9. Number: 6450
  10. Full Title: Strategic Communication Media
  11. Credit Hours: 3
  12. Section Type: D - Discussion (Primarily)
  13. Is the course title variable?: N
  14. Is a permit required for registration?: Y
  15. Are the credit hours variable?: N
  16. Is this course repeatable?:
  17. If repeatable, how many times?: 0
  18. Abbreviated Title (30 characters maximum): Strategic Communication Media
  19. Course Online?: -
  20. Percentage Online:
  21. Grading Option: R - Regular
  22. Prerequisites: PUR 5505 Introduction to Public RelationsTheory and Research (name change)
  23. Corequisites: None
  24. Course Description: This concepts course emphasizes strategic thinking in media planning for communication campaigns. Students learn the process of critically evaluating media, purchasing media outlets, scheduling media weight and evaluating media impact. Nonrestricted.

  25. Please briefly explain why it is necessary and/or desirable to add this course: This course provides a vital link in the stratetic communication management process. Media are central to what communicators do. Without the ability to make strategic decisions when using media in a communication campaign, students in the strategic commun
  26. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service? This course will specifically serve students in the (renamed) strategic communication management concentration in the School of Mass Communications but will be open to other students in the Media Studies and Multimedia Journalism concentration, as well as other graduate students on campus, if they have the necessary prerequisites.
  27. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times? No, not at this level. A similar course is part of the undergraduate advertising sequence, but is offered at a lower academic level.
  28. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.) A PhD in Mass Communications or related field and professional experience in advertising and/or public relations.
  29. Objectives: To prepare students to work in the fields of advertising and public relations at a management level. They will have the ability to integrate both public relations and advertising knowledge in the planning and execution of strategic communication campaigns and will be able to manage communication departments in both for- and non-profit organizations.
  30. Learning Outcomes: Students will have the ability to conduct research to understand the communication problem, formulate clear media objectives related to public relations and advertising, and determine core media strategies and tactics. Students will be able to develop a complete media plan at course conclusion.
  31. Major Topics: The media planning process. Media and Audiences. Media Concepts and Measures. marketing and Media Planning.

    Segmentation and Targeting. Media objectives. Media Mix. Media Strategies. Media Tactics. Media Buying and Selling. Media Budget. Evaluation and Control.

  32. Textbooks: Jack Z. Sissors and Roger Baron (2002). Advertising Media Planning, 6th edition. New York: McGraw-Hill. ISBN: 0844215635

    Esther Thorson and Jeri Moore (1996). Integrated Communication. Mahwah, NJ: Lawrence Erlbaum. ISBN: 0805813918

  33. Course Readings, Online Resources, and Other Purchases:
  34. Student Expectations/Requirements and Grading Policy:
  35. Assignments, Exams and Tests:
  36. Attendance Policy:
  37. Policy on Make-up Work:
  38. Program This Course Supports:
  39. Course Concurrence Information:

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