Upcoming Classes

SOCIAL ISSUES IN ADVERTISING AND PR IN NEW YORK CITY

Spring 2024

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.

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CAMPAIGN II: PLANNING & MANAGEMENT

Spring 2024

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.

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MEDIA SALES & SALES MANAGEMENT

Spring 2024

Students who desire a career in media at any level will benefit from knowledge of the media sales and management processes. The dynamics of the media business are undergoing constant and rapid change. The emergence of new technologies has created opportunities for marketers and advertisers to employ new strategies and tactics to influence their customers and prospects. Regardless of these changing paradigms, advertising sales remain the primary revenue and profit driver of most media outlets. In addition, a career beginning in sales has and continues to be the quickest track to senior management in most media companies. This course introduces the students to the principles of media sales, media sales management and leadership.

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