CAMPAIGN II: PLANNING & MANAGEMENT
Spring 2023
This course is taken in the semester following INTG1-GC1005, Campaign I: Strategy and Execution. Together, the two courses complement learning on how to develop strategy, plan, execute, and manage marketing campaigns. Campaign II focuses on media campaign strategies. Organizations seek to integrate messages across media channels to achieve marketing and business objectives which are complicated by mobile integrations, social media, email and search marketing competing with traditional media such as television, print, radio, and direct mail. This course provides students with the requisite knowledge, skills and background to understand how to make decisions about budget allocation relative to contact media and creative strategy. Applying this learning, students develop a comprehensive integrated-media plan.
SOCIAL ISSUES IN ADVERTISING AND PR IN NEW YORK CITY
Spring 2023
New York City is the global epicenter of the advertising and PR industries. Advertising and PR professionals, firms, agencies and organizations create and amplify media and culture from NYC. This course provides a brief history as well as a contemporary look at social issues in advertising and PR in New York. Topics will include corporate and social responsibility, social issues in personal and influencer branding, strategic communication for advancing social change, and crisis communication spanning the contexts of organizational and global crises. Students will gain an understanding of how social issues come to bear on advertising and PR in specific industries that are an integral part of the New York market, including healthcare, fashion, non-profits and finance.
Ongoing Classes
FUNDAMENTALS OF DIGITAL MEDIA BUYING & SELLING
Course Created and Taught with Tracey McCormack and Debra Smallman
Learn the fundamentals of digital media buying and selling! These 4 online, on-demand video classes will teach you the basics required for early stage education in digital media and help you prepare for the IAB certification exam. Sign up for your FREE Vimeo account today and purchase the four-course package for only $149.99!
Previous Classes
URBAN COMMUNICATION
Fall 2022
New York City is a complex site in which individuals, communities, and cultures share public spaces. In democratic societies, those spaces serve a connective purpose. This course is based on the idea that public spaces are a social medium critical to urban communication. Topics will include education, cultural identity, public safety, consumer behavior, leisure time, and more. The course places special emphasis on the role media, cross-cultural relations, and language play in shaping personal and social identity in an urban context and beyond.
We will begin the course by learning about New York City culture, including the fact that it is both a creator and amplifier of culture at large. Through a series of briefings, readings, live experiences, and guest speakers we’ll embark on an ongoing tour of New York. There will be an emphasis on absorbing as much as we can through real-time experience, and direct engagement with some of New York’s leaders in art, business, and communication. You can anticipate an immersive experience, including the opportunity to engage with individuals that will offer to connect you with potential career opportunities in NYC.
CAMPAIGN I: STRATEGY & EXECUTION
Fall 2022
This course is taken in the semester before INTG1-GC1015, Campaign II: Planning and Management. Together, these two courses provide complementary learning in how to develop strategy, plan, execute, and manage marketing campaigns. Campaign I focus on the creative aspects of the campaign and explores core concepts that transcend marketing channels. By studying how creative strategy becomes the basis for all executions across the marketing mix, including television, radio, print, direct mail, e-mail, digital and wireless, students learn how to manage all elements to achieve consistency in strategy, and branding for a successful marketing integration outcome. Applying this learning, students build a comprehensive integrated marketing campaign.
PROGRAMMATIC MEDIA & MARKETING
Fall 2022
The Programmatic industry-on its way to becoming a $100 billion year industry in the next five years and already is employing tens of thousands of people. It is likely to at least double in size in the subsequent five years as the fastest growing media sector and represents the most profound change to impact modern media and marketing since the advent of television. This foundation course in Programmatic Media & Marketing covers 360 degrees of data-driven, automated media and marketing and the vast industry ecosystem that supports it. In this course, expect to learn the industry’s history, current state, and exciting future. Working professionals in the Programmatic sector will join us throughout the term exploring their functional roles as publishers, marketers, agencies, advertising and marketing technology vendors, and as data and services suppliers. The course is case-based, requires reading, teamwork, and provides hands-on experience with some of the best-known tools of the trade. This course is highly recommended preparation for earning industry certifications including those offered by key platform vendors and associations.
INTRODUCTION TO MARKETING COMMUNICATIONS: HOW COMPANIES REACH CONSUMERS
Summer 2022
What is marketing communications? Is it buying and selling, advertising and promotion, surveys and telemarketing, or looking at how consumers buy? Do you want the same stuff your friends have; do you want to be part of the “in” crowd; and what do your clothes say about you?
In this course students examine multiple ads and promotional programs, read about how companies try to reach consumers, and discuss consumers’ responses to companies’ programs. They explore how companies advertise and promote their products to the consumer.
We approach these topics through a combination of lectures, case studies, and class discussions. Students are divided into small groups to do hands-on work and present their findings to the class for Q&A. As a final project, they work in teams to create, brand, and develop a comprehensive written marketing and communications plan for a new product, which they also present to the class.
DIGITAL MEDIA & ADVERTISING
Summer 2022
Digital media has surpassed television to become the most important way for marketers to reach and influence consumers. But while television advertising represents just one method of affecting consumer sentiment (video ads), digital is far more complex, offering video, search, social, email, and more.
In this introductory course, students will learn how marketers leverage digital media to promote and sell products. Students will come to understand the inner workings of multiple digital media platforms (e.g., search, video, display, gaming, et al.) and the strategies and tactics marketers employ to influence consumers. In addition, students will explore the ethics of big data and privacy, as well as develop an understanding of how marketers use digital media to influence consumers.
The course culminates with a final project presentation which allow students to put into practice topics and theories about digital media and advertising covered during the course.
This course has no prerequisites and is appropriate for anyone interested in the fields of marketing and media, as well as those interested in the topic of persuasion and how corporations influence consumer behavior.
CAMPAIGN II: PLANNING & MANAGEMENT
Spring 2022
This course is taken in the semester following INTG1-GC1005, Campaign I: Strategy and Execution. Together, the two courses complement learning on how to develop strategy, plan, execute, and manage marketing campaigns. Campaign II focuses on media campaign strategies. Organizations seek to integrate messages across media channels to achieve marketing and business objectives which are complicated by mobile integrations, social media, email and search marketing competing with traditional media such as television, print, radio, and direct mail. This course provides students with the requisite knowledge, skills and background to understand how to make decisions about budget allocation relative to contact media and creative strategy. Applying this learning, students develop a comprehensive integrated-media plan.
INTRODUCTION TO MARKETING COMMUNICATIONS: HOW COMPANIES REACH CONSUMERS
Summer 2021
What is marketing communications? Is it buying and selling, advertising and promotion, surveys and telemarketing, or looking at how consumers buy? Do you want the same stuff your friends have; do you want to be part of the “in” crowd; and what do your clothes say about you?
In this course students examine multiple ads and promotional programs, read about how companies try to reach consumers, and discuss consumers’ responses to companies’ programs. They explore how companies advertise and promote their products to the consumer.
We approach these topics through a combination of lectures, case studies, and class discussions. Students are divided into small groups to do hands-on work and present their findings to the class for Q&A. As a final project, they work in teams to create, brand, and develop a comprehensive written marketing and communications plan for a new product, which they also present to the class.
VIDEO MEDIA SALES IN A CROSS-PLATFORM WORLD
Learn to think “cross-platform.” Today’s ideas transcend media platforms, and marketers must focus on the concept and the consumer experience. Learn how to be a consultative seller, what’s important to marketers and agencies, and how to successfully connect the dots for your media company in order to make the deal.
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INTRODUCTION TO MEDIA STUDIES
This course is designed to provide you with an introduction to the study of mediated communication and the industries that make it possible. Drawing from a range of theoretical models, we will explore the media through various lenses: historical, economic, social, cultural, legal, regulatory and ethical. These different frameworks will then be applied to the examination of specific media industries and their increasing convergence with one another.
Read MoreINNOVATIONS IN MARKETING: DIVERSITY IN MEDIA & ADVERTISING
This course takes a deep dive into how the digital revolution has splintered U.S. media, providing niche groups a sense of community centered around entertainment and news. From Univision to Breitbart, DramaFever to Bossip, HuffPo Queer Voices to BuzzFeed, advertisers now have a plethora of choices about where to share their brand messaging.
The class will provide an in-depth discussion and perspective on African-American, Latino, Asian-American, Queer (LGBTQIQ), Millennial/Gen Z, Urban, Rural, Progressive and Conservative market sectors via case studies, readings and guest lecturers working in the field. At the end of the class, students will understand the current media landscape, as well as how to market to these growing diverse segments.
SELLING YOUR PITCH: ESSENTIALS OF THE BUSINESS OF TELEVISION
This class offers a primer on the ways TV shows get financed and go from script to finished project. Taught by a senior TV executive, the course provides a theoretical understanding of the television and online video production business with the practical experience of a semester-end pitch. Topics include how to get a show on the air, what it means to be “in development,” the importance of POD deals, and how networks (linear and digital) view the current competitive landscape. At the end of the semester, students will have a clear grasp of how TV deals get made and closed, including the specifics of pilot production, casting, directing, and the Upfront and NewFront processes. Guest speakers may include TV writers, producers, agents, and development execs.
