Explores creative and strategic thinking and the many industries involved in creating brand communication as well as these industries growing interdependence in a changing media landscape. Considers technology's impact and the effect of commercial culture on an increasingly diverse society.
Introduces students to a disciplined process that is used to create innovative solutions across commercial communication fields. The course emphasizes approaches to problem identification and solution that combine research and human insight with a variety of creative thinking techniques. Topics include need finding, structured brainstorming, rapid sketching, storytelling and visual communication. Similar to JOUR 3453. Requisites: Requires a prerequisite course of APRD 1000 or JOUR 2403 (minimum grade D-). Restricted to Strategic Communication (STCM) or Advertising (JADV) majors only.
Designed to help students acquire a basic understanding of brand and brand culture. Emphasis on theories and practical problems to learn effective ways of building a strong brand strategy. This encompasses every facet of making strategic decisions for a brand. This involves understanding the content a consumer requires, how the consumer will come in contact with the brand, and what is the goal of the relationship between consumer and content. Similar to JOUR 3403. Requisites: Requires a prerequisite course of APRD 1000 or JOUR 2403 (minimum grade D-). Restricted to Strategic Communication (STCM) or Advertising (JADV) majors only.
Explores the practice of advertising from a variety of viewpoints including advertisers, agencies and the public. Students will examine advertising via successful campaigns for some of the world's most iconic brands. Topics include history and evolution of the industry, the process of creating ideas in a multi-disciplinary world and challenge of advertising to act ethically and responsibly within society. Similar to JOUR 2403. Requisites: Requires prerequisite courses of APRD 1001 and APRD 1002 (all minimum grade D-). Restricted to Strategic Communication (STCM) majors only.
Overview of public relations practice and theory including history, media channels and relations, legal and ethical concerns, international and diverse perspectives, and career options. Similar to JOUR 4272. Requisites: Requires prerequisite courses of APRD 1001 and APRD 1002 (all minimum grade D-). Restricted to Strategic Communication (STCM) majors only.
Provides a comprehensive survey of the ideas, events, and individuals that determined the design of information, objects, culture, and commerce across societies. Students will examine the social, political and cultural contexts that have shaped media design and the ideologies and relationships of similar movements in art and architecture. Requisites: Requires prerequisite courses of APRD 1001 and APRD 1002 (all minimum grade D-). Restricted to Strategic Communication (STCM) majors only.
Explores both strategic and creative thinking and examines approaches to narrative storytelling as a tool for telling overarching brand stories. Students use the foundation to develop creative briefs and advertising campaigns. Instructor consent required. Similar to JOUR 3503. Requisites: Requires a prerequisite course of APRD 2003 or APRD 2003 (minimum grade D-). Requires a corequisite course of APRD 3001. Restricted to Strategic Communication (STCM) majors only.
Students are introduced to design elements and principles, resarch and visual storytelling. They are challenged to communicate intellectual, sensory and emotional conepts by learning a visual vocabulary of type, color, and form expressed in a variety of mediums and dimensons. Similar to JOUR 4513. Requisites: Requires a prerequisite course of APRD 2003 or APRD 2003 (minimum grade D-). Requires a corequisite course of APRD 3000. Restricted to Strategic Communication (STCM) majors only.
Explores cross-channel media consumption (television, print, radio, Internet, product placement, word-of-mouth, etc.) and developing evaluative techniques to choose media that will most effective implement a brand strategy; allows students to learn how to utilize different forms of media in the context of integrated brand communication. Similar to JOUR 3463. Requisites: Requires a prerequisite course of APRD 2000 or JOUR 2403 (minimum grade D-). Restricted to Strategic Communication (STCM) or Advertising (JADV) majors only.
Provides an opportunity to use and master quantitative and qualitative research methods. Students conduct research and analyze data to determine the targets relationship with specific product categories and identify the emotional and practical needs that create brand relationships. Similar to JOUR 4533. Requisites: Requires a prerequisite course of APRD 2000 or JOUR 2403 (minimum grade D-). Restricted to Strategic Communication (STCM) or Advertising (JADV) majors only.
Examines managerial and decision making processes of advertising and related brand communication functions. Emphasis on determining opportunities, integrating with other elements of the promotion mix, setting objectives, establishing budgets, and measuring advertising and communication effectiveness. Requisites: Requires a prerequisite course of APRD 2000 or JOUR 2403 (minimum grade D-). Restricted to Strategic Communication (STCM) or Advertising (JADV) majors only.
Explore and understand the importance of content as a brand building tool. Students will gain the ability to use analytics to create strategy that allows the brand to have meaningful and cohesive conversation with its community. Requisites: Requires a prerequisite course of APRD 2000 (minimum grade D-).
Introduces students to the practice of curiosity as the basis of creative problem solving. Students will participate in exercises and exploration based projects to increase productive curiosity, critical thinking and creative products, which will inform the development of integrated marketing communication campaigns. Requisites: Requires a prerequisite course of APRD 2000 (minimum grade D-). Restricted Strategic Communication (STCM) majors only.
Exposes students to the principles and methods of qualitative methodology including interviews, focus groups and ethnography. Explores how these methods inform the practice of account planning. Requisites: Requires a prerequisite course of APRD 2000 (minimum grade D-). Restricted Strategic Communication (STCM) majors only.
Explores how to create and produce effective and engaging designs for dynamic information across a variety of screens while maintaining brand identity. Extending the design principles learned in previous classes, the student will concept for user interfaces (UI) and navigational frameworks that optimize usability, accessibility. Requisites: Requires prerequisite courses of APRD 3000 and APRD 3001 or JOUR 3503 (all minimum grade D-). Restricted to Strategic Communication (STCM) majors only.
Explores the development of interactive concepts that meet the strategic brief's brand objectives. Emphasis is placed first on developing strong digital ideals. Students also master the styles appropriate for different digital media and then use those skills. Requisites: Restricted to Strategic Communication (STCM) majors or Advertising (JADV) majors only.
Emphasis on communication tactics; plan, write and execute public relation tools; audience segmentation; media selection; application of social media channels. Requisites: Requires a prerequisite course of APRD 2002 (minimum grade D-).
Explores theories and research related to public relations communication before, during and after a crisis; examines the fundamentals of organizational communication, crisis management and strategic planning. Requisites: Requires a prerequisite course of APRD 2002 (minimum grade D-). Restricted Strategic Communication (STCM) majors only.
Emphasis on how social media and internet marketing influence public relations; understand the fundamentals and best practices in social media management, visual communication and mobile applications. Requisites: Requires a prerequisite course of APRD 2002 (minimum grade D-). Restricted Strategic Communication (STCM) majors only.
Designed to help develop and refine critical thinking in selecting, creating and applying tools, techniques and principles of public relations to a variety of managerial cases and problem situations. Requisites: Requires a prerequisite course of APRD 2002 (minimum grade D-). Restricted Strategic Communication (STCM) majors only.
Explores the uses of story and how the design of story must adapt to different platforms and genres, including both short- and long-form narratives, visual narrative, film, personal essay and advertising copy writing. Requisites: Requires a prerequisite course of APRD 2003 (minimum grade D-).
Creates an immersive experience for students in regards to the history, business practices and current thinking of top industry companies. Students will first complete course work at CU Boulder and then travel to major industry hubs to visit advertising, design, PR and other marketing communication companies. Requisites: Requires a prerequisite course of APRD 1000 (minimum grade D-). Restricted College of Media, Communication & Information (CMCI) or Business (BUSN) majors only with 60-180 units completed.
Explores the intersection between culture and marketing communication. Students will examine brand communities, brand and category culture as well as popular culture and the impact on and within marketing communication. The goal is for students to become more aware of the importance of culture in the ability of communication to disrupt the status quo within a market. Requisites: Requires a prerequisite course of APRD 2000 (minimum grade D-). Restricted Strategic Communication (STCM) majors only with a minimum of 80 hours.
Examine how owned, earned and paid (or traditional and non-traditional) media campaigns are planned, budgeted, executed and evaluated. Requisites: Requires a prerequisite course of APRD 2000 (minimum grade D-). Restricted Strategic Communication (STCM) majors only with a minimum of 80 hours.
A brand's success is dependent upon several factors including economic, marketing, cultural and ethical. The purpose of this course is to explore some contemporary issues and ethics cases in advertising and public relations and how these practices impact the long-term success of a brand. Students will explore branding concepts and theories of ethics to examine some of the current controversies in which advertising and public relations campaigns are involved and how these issues can be dealt with in an ethical and socially responsible manner. Requisites: Requires a prerequisite course of APRD 2000 (minimum grade D-). Restricted Strategic Communication (STCM) majors only with a minimum of 80 hours.
