A case-study-based course emphasizing the evaluation of advertising and public relations campaigns. Students learn the critical thinking skills required to assess and evaluate the effectiveness of these campaigns from creative and data-driven perspectives. Campaigns featuring global communication or crisis communication situations are reviewed each term. Prerequisites: COMM141 Foundations of Advertising and Public Relations, COMM242 Audience Insight, COMM343 Creative Strategy. Credit, 3 hrs.
Students taking this course are eligible to gain the following certifications:
Public Relations - Meltwater
PR Media Monitoring - Meltwater
Certificate in Principles of Public Relations*
Students are prepared to sit for this exam at the conclusion of this course, but it isn't required in order to complete the course.