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Graduate Course Proposal Form Submission Detail - MMC6450

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

  1. Department and Contact Information

    Tracking Number Date & Time Submitted
    1730 2006-11-02
    Department College Budget Account Number
    School of Mass Communications AS 1247000000
    Contact Person Phone Email
    Derina R. Holtzhausen 46800

  2. Course Information

    Prefix Number Full Title
    MMC 6450 Strategic Communication Media

    Is the course title variable? N
    Is a permit required for registration? Y
    Are the credit hours variable? N
    Is this course repeatable?
    If repeatable, how many times? 0

    Credit Hours Section Type Grading Option
    3 D - Discussion (Primarily) R - Regular
    Abbreviated Title (30 characters maximum)
    Strategic Communication Media
    Course Online? Percentage Online


    PUR 5505 Introduction to Public RelationsTheory and Research (name change)



    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.

  3. Justification

    A. 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

    B. 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.

    C. 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.

    D. 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.

  4. Other Course Information

    A. 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.

    B. 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.

    C. 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.

    D. 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

    E. Course Readings, Online Resources, and Other Purchases

    F. Student Expectations/Requirements and Grading Policy

    G. Assignments, Exams and Tests

    H. Attendance Policy

    I. Policy on Make-up Work

    J. Program This Course Supports

  5. Course Concurrence Information

- if you have questions about any of these fields, please contact or