Course Descriptions

State-specific Information for Online Programs

Note: Students currently cannot conduct internships in Kentucky. For more information, please contact an admissions representative. Students should be aware of additional state-specific information for online programs.

  • Required Courses

    480.600 - Research & Writing Methods

    Communication professionals take on diverse and multiple roles within and across organizations, but they share one role in common as strategic problem solvers. This course will teach you how to find, read, interpret, evaluate, and apply scientific research studies to solve practical problems encountered by communication practitioners. Topics covered include how to effectively use library resources to find research that can be of strategic value; how different research methods, including focus groups, case studies, surveys, and experiments are used in communication research; how to evaluate the quality of research reports; how to interpret qualitative and quantitative findings, including statistics; and how to distill the information found in research reports down to what is most relevant and usable. In addition to learning how to become a competent and critical research consumer, you will also be exposed to current research across different areas of the communication discipline.

    480.800 - Thesis

    This course is designed to guide students though the thesis process. It is the last course students take in finishing their masters’ degrees. Students select a topic for original research and conduct and write up their research in the course of the class. Students are encouraged to select a topic that will be useful in the workplace and that can be part of their professional portfolio. Graduation is subject to approval of the thesis by the thesis committee and completion of a successful defense. Students are encouraged to enter the class with a clear idea of what they would like to research. All core courses must be completed before starting Thesis.

    480.888 - Thesis Continuation

    Students not finishing the thesis during the term in which they enroll in the Thesis course must enroll in Thesis Continuation in every ensuing semester (including summer) until they complete their degrees. It is not possible to take a semester off or a leave of absence while working on the thesis.

  • Core Courses

    480.601 - Introduction to the Digital Age

    The digital age is changing how communication professionals communicate with public groups and how people access, understand, and process information. As a result, digital tools are an increasingly important part of the modern communicator’s tool kit. This course examines empirical research that will help communication professionals in the digital age. Topics include creating usable and credible websites and effective internet advertising. The course also examines blogs, social networking, and digital journalism. The digital age is explored through primary research across a range of subjects including public relations, political communication and health communication. Prerequisite: Research and Writing Methods

    480.602 - Changing Behavior through Communication

    The goal of many communication initiatives is to encourage some type of behavior change. Communication professionals who understand how people change their behavior can create more successful campaigns. This course surveys major theories used to predict when and under what circumstances individuals are most likely to change their behavior. Behavior change includes a variety of actions, such as voting for a candidate, purchasing a product, joining a social networking group, or adopting a new health habit. Individual-level, interpersonal level, and community-level models of change are covered. By becoming familiar with specific theories and the empirical support for those theories, students learn how to use social science based models to guide their communication strategies effectively. Prerequisite: Research and Writing Methods

    480.604 - Theory of Mass Communication Practices

    This course surveys major theories and perspectives on how mass media can influence individuals, organizations and society, with a focus on content areas that have the most strategic relevance for public relations practice. The course covers readings on the role media plays in shaping what issues people attend to, how they think about those issues and potential outcomes; how public relations practitioners attempt to use media strategically to meet their objectives; and the implications that current media systems, technologies, and practices have for their media relations efforts. Prerequisite: Research and Writing Methods

    480.606 - Persuasion

    This course addresses two questions of vital importance to communication professionals: what aspects of a message make it persuasive (or not), and what attributes of individual people and audiences make them susceptible or resistant to influence. The course examines all varieties of messaging, from individuals communicating one-on-one, to messages communicated via mass media. We study topics such as how the expertise, trustworthiness, and likeability of a spokesperson can enhance or weaken a message’s persuasiveness, and how people’s social groups can affect their willingness to believe. The course draws on both theory and empirical evidence to provide students with a well-rounded understanding of influence and persuasive strategies in today’s world. Prerequisite: Research and Writing Methods

    480.608 - Analytic Techniques in Communication Research

    This course will explore quantitative research methods, but will take the next step into quantitative communication research by investigating quantitative tools used by communication practitioners, in particular to measure the effectiveness of campaigns. In addition to standard quantitative methods, you will gain an insight on digital analytics, how to understand them, and how to make important information out of the data to report on the effectiveness of campaigns and messages. This class will satisfy the requirement for Applied Quantitative Research. Students should take this course prior to the semester in which they begin their research for Thesis . Prerequisite: 480.600 Research and Writing Methods.

    480.609 - Applied Qualitative Research

    Communication professionals use qualitative methods to craft messages that resonate with audiences. This hands-on class exposes students to qualitative research methods that can be used on the job to guide communication efforts more strategically. Students learn how to design and conduct studies to gain insight into audience perceptions on a variety of issues. Specific techniques covered include in-depth interviews, focus groups, qualitative content analyses, and case studies. Through applied activities, students learn how to collect, analyze, and present qualitative research data. Students should take this course prior to the semester in which they begin their research for Thesis. Prerequisite: 480.600 Research and Writing Methods.

    480.804 - Practicum

    Strategic-planning students complete the Practicum course during their last semester in the MA in Communication program. This optional core course offers a culminating experience that helps students integrate new or enhanced capabilities into a significant evidence-based project relevant to their profession. Each student can identify an organization or individual in need of support for a communication-related project and how to fulfill that need. In addition, the student must prepare (a) a proposal that outlines objectives, scope of work, any deliverables, timeline, and method for evaluating achievement of objectives; and (b) any final deliverables. The student must complete the Practicum course in one semester.

  • Elective Courses

    480.603 - Communication in Practice

    (This course is reserved only for those students who are admitted to the program with Provisional status. If you are a degree candidate, or are not a Communication student, you can not take this course.) Communication is a fast-changing field that requires practitioners to keep current with trends in technology, audience segmentation, needs of stakeholders, message techniques, evaluation methods, and much more. Equally important, practitioners must master new ways of branding themselves in a competitive job environment. This course covers up-to-date perspectives in communication practice so that students gain a concrete understanding of the practice environment. The content includes strategic management, presentation styles, ethics, branding, campaigns, evaluation, cultural diversity, client tactics, and professional networking. Experts in practice will lecture and lead class activities. Students will create deliverables throughout the semester that will showcase their personal brand, talents, and skills in communication.

    480.605 - Organizational Communication

    This course explores the complexities and strategies of internal and external communications in public, private, and non-profit organizations. As a leadership tool, communications serves a political, informational, symbolic and influential function. Topics covered include a competency-based approach of organizational communication, the interplay between internal and external communications, communicating effectiveness through problem-solving, decision-making, managing conflict and mitigating crises, organizational change management, addressing workforce diversity issues and others. Students gain exposure to various dimensions of organizational communication from different industry leaders and field experts and gain first-hand experience in critiquing, crafting and developing communication strategies, tactics and tools, as communication professionals and leaders in the workplace.

    480.611 - Social Media and American Governance

    Communication strategies are changing rapidly for politicians, political campaigns and for elected government officials from the president on down to state and local officials in this era of new social media technologies like Twitter and Facebook. President Trump is using social media, especially Twitter, to make new government policy throughout the day. Members of Congress tweet from their town halls or from congressional offices on their latest thoughts or legislative proposals. Candidates in 2018 and 2020 will be making more use of social media to announce and define their campaigns. Can actual government policy be made by social media? Communication strategies of politicians, government officials including the president as well as social media strategies and objectives of the mainstream and alternate media sources will be explored and examined in the class. The class will debate and discuss the beginnings of social media and how it is daily affecting government policymaking and the role of the average citizen’s relations with their government. The class will look at the social media strategies of the president, members of Congress and the upcoming communication objectives of the 2018 congressional candidates and the 2020 presidential possibilities. This will be an interactive look at social media as it is being practiced today. We will see how social media is changing our government and political landscape now and in the future.

    480.612 - Social Media's Impact on Popular Culture,

    An interactive class looking at the latest technologies in social media and how they affect popular culture all around us. Preparing for future positions in social media and public relations and possible business and government jobs. Will be examining social media role in conveying cultural meaning through popular culture. Will be analyzing the histories, theories and practical backgrounds underlying media and popular culture focusing on print, films, radio, television, advertising and public relations. Will be critiquing contemporary popular culture from Buzzfeed to Facebook and beyond. Will look at the sports world, world of celebrity and fashion, public relations, advertising and collective public expression. A timely class combining practical role of social media in our popular culture today...and tomorrow.

    480.613 - Communication Ethics in Action

    Have you ever doubted whether you are doing the right thing as a communication researcher or practitioner? Regardless of whether you realize it, you base your professional decisions and subsequent actions on morals, referring to them in different ways. For example, you may turn to your inner compass, organization’s values, or professional codes of conduct. This course will not give you quick and easy solutions; however, it will help you learn how to use an ethics framework with confidence as you move forward in your career. In particular, you will learn how to consider the one or more moral problems related to a situation, facts, options for moving forward, and values to consider throughout the process. Readings will draw from fictional and non-fictional literature, news and popular media, and industry and academic research. Not only the instructor but also other communication professionals will deliver lectures. Throughout the semester, you will work as an individual and in groups to use your critical thinking to complete various activities, including reflection, discussion, presentation, and writing based on current, real-world case studies. Your experience will culminate with a final project.

    480.620 - Becoming a Press Officer

    Becoming a sought-after press officer takes practice, but it also takes a very specific set of learned skills. This class uses current events and interactive discussions to put into practice skills learned through AAP courses and to focus on what is required to be an effective press officer, press secretary, and communications advisor. It examines the roles, duties and responsibilities of press officers in a variety of settings: on Capitol Hill, in federal agencies, the White House, industry associations, non-profit and advocacy organizations, domestic and international political campaigns, and on the global stage. The course includes engaging guest lectures that share insight from journalists, press officers, and communications professionals in the field about effective techniques and lessons learned. Students will engage in real-time exercises that deal with typical situations that a press officer faces in the course of a day, and participate in discussions on the complex environments in which a press officer works. In addition to gaining valuable skills, students will complete this course with a portfolio of writing samples that mimic what would be expected from a press officer.

    480.622 - Branding by Motion Picture

    Branding by Motion Picture is a course for those who want to use the motion picture medium to promote brands. It’s a writing course, not a production course, on the art of expressing a brand in linear form—as a 30-second commercial for television and the Web or a longer, branding video for the Web. We study commercials and branding videos for what they can tell us about brands, audience desires and watchability. Students also choose and develop brands and write scripts in the commercial and branding video formats. Branding by Motion Picture gives students the understanding and the tools that have traditionally belonged to a small cadre of creatives in advertising agencies.

    480.623 - Political Communication Campaigns

    This course will cover the final few months of the 2012 campaign for President of the United States. As much as possible, the class will use actual events in the campaign as the basis for assignments and class discussions. Students will react to actual situations as if they were working for one of the candidates to prepare such campaign communication tools as news releases, talking points, op-eds, candidate or surrogate speeches and radio or television commercials. Students will also learn about campaign strategic planning and message development. The final weeks of the class will focus on analysis, such as the role played by the news media in the result, if any, and any other external factors that might have affected the outcome. The class will expose students to the practical applications of the communication process as used in contemporary political campaigns, including the use of new technologies and social media. Students will also learn about the operation of a political press office and the duties of a political press secretary, media advisor or communication director, and the news media professionals who cover them.

    480.624 - Public Affairs Communication

    This course is designed to give students an opportunity to learn about strategic online approaches and techniques affecting and influencing public affairs. During this course, students will develop the knowledge to:

    • Distinguish between public affairs and other forms of communication, such as public relations
    • Describe the different components of digital public affairs communications
    • Conduct basic outreach and adhere to ethics guidelines
    • Propose and choose from the most effective public affairs tools and tactics to achieve a client’s goals
    • Describe the role of stakeholders and create a target list of issue stakeholders for an issue-based organization or corporation that practices corporate social responsibility
    • Create a comprehensive public affairs influence plan
    480.629 - Public Relations in the Age of Digital Influence

    Marketing and communication are changing. The levers that we have pulled for years to sell products and services, change behaviors, and advocate for causes, no longer work the way they did. As trust in media and marketing plummets, trust in our peers, friends, family, and colleagues rises. Today we recognize new influencers in the people sitting next to us. Now, sparking a digital conversation is just as important as crafting messages, forming partnerships, and driving media coverage. Call it influencer marketing or brand stewardship in the network age; it’s all public relations. This class covers how to design impactful public relations strategies in the age of digital influence and, ultimately, how to support business imperatives more effectively through public relations.

    480.630 - Multimedia Authoring

    This course is an introduction to techniques for reading, writing, analyzing, producing and publishing integrated forms of digital multimedia. Students will be assigned projects that explore the aesthetic, technological and communications concerns inherent in new media production for the online medium. The course emphasizes the understanding of key paradigms of the multimedia experience, including: integration, interactivity, hypermedia, and immersion essential to the construction of narrative forms specific to digital media. Production techniques and design strategies will be introduced for incorporating text, imagery, sound, and video into Web 2.0 applications such as blogs, Twitter, Facebook, YouTube, etc. Readings will explore key issues in contemporary media and communications impacted by new and emerging digital technologies. The objective of the course is for students to learn the practical and critical skills necessary to achieve digital fluency for their professional work in the field of communication. This course was formerly called Essential Skills in Digital Media Literacy.

    480.631 - Effective Web Design and Strategy

    Having a website in the 21st century is a no-brainer, but developing a website that really works is no small task. This class prepares students to analyze the critical communication considerations that drive the strategy of successful websites, and provides them with the knowledge and vocabulary to structure, define and lead the development of sophisticated and effective web-based communications platforms. From audience definition and content strategy, through usability testing, information architecture, technologies, design and search engine optimization, students will learn how to define, design, and deploy smart sites that succeed—communicate—across divergent audiences, brands and businesses.

    480.632 - Digital Political Strategy

    No president will ever be elected again without an internet strategy. Mobile phones and Facebook are being used to organize mass protests. Thanks to YouTube, two Senators lost elections, and bloggers took down former CBS anchor Dan Rather and former Senate Majority Leader Trent Lott. Clearly, the world of political and issue campaigns has changed in the digital age. In this course students explore new strategies possible in a networked world and learn what it takes to be a digital political strategist.

    480.633 - Interactive Marketing and Advertising

    Understanding the ever-changing world of digital marketing is no longer optional - it is critical. This course is based on real world case studies from known brands that demonstrate best practices for owned, earned and paid digital communications strategies. Students will learn how to define target audiences, establish KPI’s (key performance indicators), measure results and learn how to optimize user experience. We will also gauge the importance of strong and relevant content and choosing the right digital channels. Students will understand how to apply social media, e-mail marketing, SMS, digital advertising, organic search engine optimization, mobile and native apps and others. We will introduce emerging technologies and trends and how they influence digital marketing and advertising practices.

    480.634 - Journalism & Publishing in the Digital Age

    From charges of fake news to viral hoaxes that spread on social media after breaking news events, it's crucial to understand and judge the credibility of the news we consume. In what has become a 24-hour news cycle, news consumers need to have the necessary skills to navigate the digital media landscape, assess the credibility of the news organizations that produce stories, determine authenticity on social media, and gain insight into how reporters produce their work. This course aims to provide these skills through a constantly updated guide to a rapidly shifting media landscape. We'll consider current challenges, including journalism's collapsing business model, the role of platforms such as Facebook and Google, and the loss of local news and the impact of the resulting news deserts. We'll also review the guidance of leading media critics, and attempts by news organizations to engage their audiences using newsletters, events, and other methods. And we'll read and assess a wide range of stories and sites, from niche news gatherers like The Information, to upstarts like BuzzFeed and Vox, to legacy sites like the The Atlantic and the New York Times.

    480.635 - in the Digital Age

    Students examine the primary reasons non-profit organizations exist, and the unique communication challenges they face in reaching their audiences and motivating their desired behaviors. They will examine leading trends in 21st century communication, and assess how non-profit communicators can capitalize on these trends for the benefit of their organizations. Finally, they will devise practical solutions to one or more of a non-profit “client’s” challenges, using one or more of a wide variety of communication tools offered in the current media landscape.

    480.636 - Web Writing and Content Strategy

    You have 3.5 seconds to capture a web visitor’s attention. How do you make sure your website entices them to stick around and learn more? This course examines how compelling web content is essential to engaging visitors and driving their behavior. We’ll explore writing styles appropriate for B2B and B2C websites and blogs, and work with a variety of content formats, such as videos, infographics, contests, polls, and more. Using the website as the hub for content, we’ll cover techniques for driving web visitors to your site with inbound and outbound content marketing strategies. We’ll discuss the intersection of search engine optimization, social media and content marketing and the importance of an integrated approach to content creation and distribution. Lectures and exercises draw on real-world examples from a variety of industries. By the end of the semester, students will be able to create and execute a comprehensive content marketing program.

    480.637 - Using Social and Digital Media

    In this class students learn about multiple social and digital media tools, such as blogging, Twitter, Facebook, and Instagram, along with platforms to manage social media content and understand social media analytics. Students apply what they learn by developing a social media campaign for a company or organization that they choose. Each week, students learn how to use social media tools to effectively tell an organization’s story. Students also learn the theories behind why social and digital media shape the ways that customers, advocates, audiences and consumers are interacting with influencers and organizations. By the end of the semester, students will be able to not just answer, but inspire, the inevitable questions: Why should we care about social media? How can we put social and digital media to work for our personal and organizational brands?

    480.638 - Utilizing Images: Media Literacy In Practice

    This course will teach you how to critically evaluate media, create effective visual communication by identifying key elements of a visual message, and apply relevant theory as it relates to visual message design. This course provides an overview of the approaches and strategies communication practitioners use to incorporate media literacy in their practices. This course will address the following questions: What is media literacy and how does it relate to visual communication? How can visual media be used effectively to promote strategic messages or positive change? How can we critically evaluate the quality of visual messages and create effective and ethical visual communication?

    480.639 - Advanced Social Media Management

    In today’s complex digital media environment, companies and organizations expect communication practitioners to possess advanced social media management skills. Students in the Advanced Social Media course will gain in-depth knowledge in social media ecosystems, social business models, and digital media policy and law. In addition, students will have an opportunity to analyze quantitative and qualitative data to extract audience insights; develop and implement strategies; create engaging content and messages; and ultimately become skilled social media practitioners. Prerequisites: Students must have completed either 480.601 Intro to the Digital Age, or 480.637 Using Social and Digital Media prior to taking this course.

    480.642 - Corporate Social Responsibility Campaigns

    The Corporate Social Responsibility (CSR) movement is a world-wide phenomenon, and corporations, trade associations and nonprofits are being asked to step up and be accountable. Public relations and communication professionals need to develop the skills to prepare strategic communication plans that reflect their organization's commitment to CSR in order to protect and enhance their employer's reputation in the marketplace. This course examines the global CSR movement, explores the communication challenges it presents and offers practical suggestions and tactics to respond to this trend. The class features in-class activities, outside research and guest speakers from NGOs, communication firms, and major corporations with practical advice on meeting this challenge in the global marketplace.

    480.643 - Branding and Advertising

    Branding and advertising are major components of any business or non-profit organization. Showcasing products and services in creative ways increases visibility and improves sales. This course teaches students how to develop brands, create concepts and develop advertising campaigns. Students also learn practical tips including how to organize a creative department, write a creative brief, create budgets and time-lines, research and purchase visual imagery, and how to determine appropriate media for particular branding and advertising campaigns.

    480.645 - Health Literacy, Language and Culture

    This course offers a skills-oriented approach to addressing literacy, language and culture within a health care context. Understanding the relationship between literacy, language and culture will benefit those in heath communication, as well as professionals in areas such as public and media relations, digital communication, political communication, and corporate and non-profit communication. Students will explore how low literacy and poor health literacy affect quality and outcomes at the individual and systems level and consider the integration of health literacy, cultural competency and language assistance strategies to reduce disparities in health and well being. Overall, this 13-week course aims to improve the cultural and health literacy competency of professionals and the systems in which they work.

    480.646 - Managerial Communication

    Writer and historian James Humes said, “The art of communication is the language of leadership.” It is that simple comment that forms the foundation of this course. Here students explore the role of communication with stakeholders including subordinates, superiors, internal and external customers, suppliers and the community. Students examine effective communication in hiring and promoting, in conflict, in community interaction and in the internal communication of an organization. The class is built around three precepts or questions: With whom does one communicate, what does one communicate and how does one communicate effectively?

    480.651 - Sports Branding and Marketing

    Sports, in all facets, are engrained in our society. The culture of sports has a profound impact on how we work, live and play. It can create cultural symbols and define cultural aspirations. At the simplest level, it provides an escape from routine and allows for emotional, mental and physical challenges not found in daily life. This course covers career opportunities in Sports Communication. It is intended to enlighten students on how communication professionals can leverage sports culture not only to build brand awareness for sports organizations, but also to gain positive brand association and momentum for companies and products whose identities are linked to sports. Students will look at different levels of sports, from international to local grass roots, and learn what communication strategies and tools can effectively market and advance the overall brand.

    480.653 - Communicating for Social Change

    How do professionals in the nonprofit/government/issue- oriented world determine what communication strategies will help their cause? Students will be introduced to various critical theoretical frameworks and sets of conditions that describe how social challenges occur. Students in this skills-based course will individually identify a social change challenge, target specific audiences and develop various communication strategies and tactics that will advocate for, and guide their desired social change. Examples are based on global real-world experiences and address some of the challenges involved in working in the nonprofit space.

    480.654 - Strategic Communication Program Management

    This course covers strategic leadership and communication program development, management and evaluation. It emphasizes basic communication research, strategic communication objectives and message design, selection of media, development of materials, management of teams and impact evaluation. Crisis and issues management as well as the use of new communication technologies are also covered. The course focuses on a step-by-step design of a communication program using the highly acclaimed SCOPE (Strategic Communication Planning and Evaluation) Web learning and planning software. Students develop two strategic communication programs, one as individual work and another as part of a team. Lectures and discussions utilize case studies to illustrate key points and desired learning. This course combines reality-based and conceptual approaches to provide students with the intellectual tools needed to assume senior management or outside counsel roles in developing and implementing fully integrated communication programs.

    480.657 - Introduction to Public Relations

    The Bureau of Labor Statistics lists public relations as one of the fastest growing professions in the United States. This introductory course, designed for career changers and those new to public relations, details the ideas, skills, and principles that underlie the public relations craft. Students in this class study the role and contributions of public relations practitioners in contemporary society, learn about potential legal and ethical aspects of the practice of public relations, study the communication process and how persuasion is used with various audiences, and learn how to develop a strategic communication plan to achieve specific goals and objectives. The class will also introduce students to specialized practice areas within the public relations field such as business and industry, government, nonprofit and associations, and health care.

    480.658 - Public Relations Writing

    The primary goal of this course is for students to develop the professional-level persuasive writing skills expected of the best PR practitioners. Students are given weekly writing assignments outside of class and write on deadline during many class periods. The course covers various forms of public relations writing including press releases, op-ed essays, crisis communications and internal communications. Written work is judged using 10 tenets of good writing: organization, persuasion, clarity, focus, flow, tone, proper usage, timeliness, accuracy and relevance.

    480.659 - Crisis Communication

    This course provides students with a fundamental understanding of crisis management, risk communication, media relations, and public-opinion research techniques in multiple contexts. It introduces students to crisis management principles, strategies, tactics and communication methods. Course participants work as a team to develop a crisis management plan for analysis and discussion. Successful students are able to transfer to the workplace the knowledge and skills developed in this course. Students learn to predict, manage, and control real-world controversies that they may confront as they pursue their careers. Moreover, students are able to manage effectively, participate in, and control volatile situations involving the news media.

    480.660 - Media Relations

    Media outreach is a critical piece of any strategic communication effort. This course prepares students to build, implement, and measure earned media programs that achieve policy, business and philanthropic objectives. Class lectures, guest speakers, readings and assignments give students an understanding of the priorities and expectations of various types of contemporary media, and how to successfully engage them through research-based strategies and tactics designed to reach key audiences.

    480.661 - International Public Relations and Public Diplomacy

    In today’s global world, reaching international audiences is a key function of U.S. government-funded public diplomacy programs, corporate public relations, and non-governmental organizations involved in relief and development. Through readings, lectures, discussions and exercises, this course examines the differences between domestic and international media environments. Students develop communication skills needed to deliver messages and craft outreach strategies and programs for non-American audiences. Special attention is paid to communicating with audiences in Africa, Latin America and Southeast Asia, including Afghanistan, Pakistan and India. Topics include a historical overview of international public relations and public diplomacy, opportunities and challenges for today’s public diplomacy practitioner, using research to understand international audiences, writing effectively for international audiences, health and development communication, and communication in international conflict resolution. Students emerge with skills to work overseas in the fast-growing areas of public diplomacy and international public relations.

    480.662 - Opinion Writing

    The world of Washington revolves around opinion, and access to the nation’s editorial and op-ed pages is key to making sure your opinions (or those of your employer) are successfully shared with the policy makers and opinion leaders who shape public policy. Opinion pieces carry far more impact than news; consequently, the editorial and op-ed pages are much more difficult markets to crack than the news pages. The editorial and op-ed pages have their own writing style and standards of news judgment; once a writer knows them, though, opinion writing is some of the most rewarding journalism, personally and professionally. Students in this class learn to understand the anatomy of good editorial writing; how to write for opinion sections of newspapers, magazines, and other news outlets; how to pitch op-ed and opinion pieces; and how to sell ideas to editorial boards.

    480.663 - Integrated Marketing Communication

    Integrated marketing communication breaks down the traditional advertising, public relations and marketing silos by challenging practitioners to apply the optimum mix of media and message to motivate the target audience to act. The rise of the internet and now Web 2.0 support the need to embrace integrated marketing communication as a comprehensive approach to reach target audiences. In this course students learn to evaluate audience demographics and apply the appropriate communication channels and messages based upon the audiences’ needs and the business realities of marketing campaigns. During the semester, students develop a tool kit of steps to follow to attain marketing success. Through simulation exercises, case study analysis and self-directed reading, students develop a results-oriented and measurable marketing campaign proposal.

    480.665 - Speech Writing

    Speech writing is one of the most important but least instructed skills for Washington professionals. Through hands-on practice, students learn to write speeches for diverse clients, occasions and contexts including corporate and political speeches, keynote addresses, Congressional testimony, as well as informal remarks such as eulogies and toasts and how to coach speakers for more effective delivery. The course integrates speech writing with public relations skills in areas such as campaign messaging, investor relations and crisis management.

    480.668 - Understanding Markets and Audiences

    This course demonstrates the important role market research—and the use of existing data to better understand audience and environment—plays in the overall campaign process. This course will focus on the integral steps that facilitate target audience definition and how to extract a keen understanding of this audience and its interactions within its environment to develop effective campaign strategy. The course’s structure and various assignments will often mimic a client/consultant relationship to ensure a real-world experience. To that end, the instructors will play the role of “client” in many instances, asking students to articulate how an assignment or deliverable contributes to the overall goals of the campaign.

    480.669 - Emergency & Risk Communication

    Emergency and risk communication are an emerging set of practices that convey credible, accurate and real-time information about adverse events and the degree of risk they pose. In a post-Katrina, post-9/11 environment, communication professionals must be familiar with best practices in emergency and risk communication to effectively work with government, industry, the media, and the general public during crises and longer-term threats involving health, safety, security, and the environment. In this course, students become familiar with the core principles of emergency and risk communications and risk perception and have an opportunity to apply strategic communication approaches to real-world risk scenarios. Students learn to apply strategic communication approaches used in emergency preparedness, environmental health, food security, national security and financial security.

    480.670 - Law for Communication Professionals

    Communication professionals encounter the law in many ways. They need to know what they can put on a website, what they can say about private citizens and public figures, what they have to say in political commercials, and what claims they can make about products they advertise. This course explores the laws communication professionals need to know about to do their job effectively. Students will learn how to evaluate slander, libel and defamation issues. Copyright, trademark and privacy law will be addressed, including the “fair use” right to excerpt materials on and off the Internet. First Amendment issues to be covered include regulation of advertising and other government regulation of speech, as well as its impact on the rights of parents and children. Campaign finance issues will also be considered, including “equal time”, independent expenditures and candidates’ speech rights. The course also covers issues raised by broadband deployment, including spectrum management and “open internet” issues.

    480.671 - Government Relations and Lobbying

    This course introduces students to the practical applications of federal lobbying and governmental relations. Through discussion, reading, guest lectures and actual site visits, students gain valuable applied knowledge in the communication tactics of this influential business. The course is designed to teach the students a “how to” approach, with specific focus on successfully communicating with governmental officials, designing lobbying campaigns and reviewing the foundations of governmental representation. This class conducts a detailed study of the structure of our government, ethical standards, influence methods, cultural appreciation, and the specific communication skills necessary for all advocacy professionals. The class explores various political and applied principals that are needed in practicing governmental representation. The course also gives students a practical understanding and unusual knowledge of the art of lobbying.

    480.672 - Polling for Strategic Communication

    Polling is more than a snapshot of who is winning and who is losing. Effective analysis is important for any campaign whether one’s object is to elect a candidate for office, position a company or product or advance an issue. This class concentrates on teaching students the best practices for designing, writing and conducting polls, and how to use the results to formulate a successful communication strategy. Students critique existing opinion surveys and learn how to read and interpret polls, including those used in political and health campaigns and by corporations and other issue organizations.

    480.675 - Public Policy Management & Advocacy

    Washington D.C. is home to thousands of organizations attempting to influence public policy. Associations, foundations, think tanks and private lobbying firms are all competing for the attention of policymakers and the public. These groups invariably need competent communicators who can help them cut through jargon, crystallize their messages and strategically communicate with the key audiences imperative to advancing their policy goals. This course introduces students to the deliberate process organizations undertake to speak out on issues and exert influence over the policies that have the potential to impact them and the way they do business. The class will cover how organizations conduct advocacy efforts and how communication is used as a tool to advance policy change. Students will gain a practical understanding of how policy groups and communications professionals operate in the field.

    480.677 - Grassroots Communications

    Grassroots communication is critical for candidates and for causes. This course explores how grassroots political communication differs from other types of communication, when and where it’s effective, and how to build an effective strategy and plan. Students discuss how grassroots communication links to the rest of the communication plan, which messages are best suited to it, and how it can be leveraged to benefit other activities. The data are rich, the anecdotes are informative, and the potential of grassroots political organizing is immense.

    480.678 - Spokesperson Development & Training

    This course provides students with the knowledge and skills necessary to perform effectively as spokespersons in news media interviews and other high-stakes situations requiring public testimony. Students learn what motivates news media and how journalists cover stories. They learn to recognize the numerous interview techniques used by reporters, and the major differences between broadcast and print interviews. Course participants also learn successful spokesperson strategies, tactics and techniques designed to enhance their performance and reduce the risks inherent in today’s volatile media environment. Students develop effective messages and the other tools needed to prepare for interviews and public testimony. Students use on-camera training throughout the course to sharpen interview skills and to critique student performance. Successful students are able to transfer the knowledge and skills acquired in this course to the workplace. They are prepared to serve as spokespersons in a wide array of situations ranging from routine news interviews to potentially volatile confrontations.

    480.681 - Communication Evaluation

    This course will prepare communication researchers to gather evidence that guides the planning, implementation, and refinement of communication campaigns. Throughout the semester, students will practice using evaluation to inform the various stages of a communication effort based on real world conditions. They will draw from behavior theory; and formative (including pretesting), process, and summative evaluation. They also will learn how to ensure the protection of the rights of human research participants.

    480.682 - Health Psychology & Behavior Change

    This course provides an overview of health psychology: the scientific study of behaviors and cognitive processes related to health states. It addresses the mind/body connection, the influence of social and physical environments on our health, cognitive processing of health information, health belief models, and the link between personality traits and health. Understanding the interactions between these biological, psychological, and social influences on individuals’ health states is a key element in developing effective health communication and intervention programs. Students approach all course topics from both theory-driven and applied perspectives.

    480.686 - Behavior Change and Education through Entertainment

    This course explores the various ways communication professionals can use entertainment to educate people and encourage them to adopt and enjoy improved life styles. Throughout history, stories, drama, poetry, music, dance, and other entertainment formats have been used to enlighten and educate both adults and children. In today’s society, the channels of communication are ever increasing. This course investigates ways in which education can be subtly but effectively worked into both new and time-honored genres of entertainment to foster positive behavior change.

    480.687 - Intercultural Communication

    This course examines the meaning and importance of intercultural communication as it applies to individuals, groups, organizations and nations. Students examine the meaning of “culture” and how “culture” can affect personal, national and international understanding and communication, beliefs and behaviors. The course examines the difficulties and dangers that can result from cultural misunderstanding. In a modern world with diverse communication methods, there is an ever-increasing need for intercultural understanding and communication. The course investigates the various ways in which cultures differ and the necessity of understanding and respecting other cultures. The course assists communication professionals to be more effective with external communication campaigns in other countries and internal communication within a diverse workplace. The course emphasizes clear and logical spoken and written expression to enhance individual ability to interact effectively with people of different cultures.

    480.688 - Advanced Intercultural Communication

    This course will extend from the foundation of 480.687 Intercultural Communication. Students will use the tools gained from the foundation course to critically examine contemporary issues of Intercultural Communication. This is an advanced course were students will examine the meaning of “culture” and how it affects us as world citizens, and especially how it affects our communications and marketing efforts. Thus, during this course we will examine how intercultural contacts affects us personally, nationally, and internationally especially as the changing demographics in the United States will serve as a backdrop for the discussion of integrating intercultural communication into overall communication. The advanced course examines our current world, but at the national and international level and the difficulties and dangers that can result from cultural conflicts and how that plays out in our communications efforts. In a today’s world, where technology allows us to communicate without borders, there is a need for intercultural understanding and communication. This course will explore various ways in how culture effects how we think, communicate with each other and why in today’s world, more than ever, there is a necessity to understand and respect all cultures. The course provides communication professionals to be equipped to create communications strategies and programs in a diverse world.