Course Description
Students will conduct research, draw strategic insights, and recommend communication strategies to a client to demonstrate expertise in integrated advertising and public relations.
Athena Title
ADPR Project
Equivalent Courses
Not open to students with credit in JRMC 7042E
Pre or Corequisite
JRMC 8120
Semester Course Offered
Offered spring
Grading System
A - F (Traditional)
Course Objectives
This course allows students to demonstrate their ability to conduct integrated advertising/public relations applied research, develop creative insights for a client, and then make recommendations based on the insights. Students will demonstrate creative research ability; practice developing insights based on research; recommend appropriate, ethical, and effective strategic activations in a multicultural environment; polish oral and written communication skills; demonstrate the ability to work in a team; and hone client service expertise.
Topical Outline
I. Research: A review of quantitative and qualitative research techniques, with emphasis on creative approaches to understanding the audience, followed by student research on a problem presented by the client. II. Insights: Discussion of the difference between data and insights; analysis and synthesis of information gathered in the research phase to draw insights; student presentation of preliminary findings to the client. III. Strategies: Development of evidence-based integrated advertising and public relations communication strategies and tactics to solve the problem presented by the client. IV. Activations: Development of examples of creative messaging based on research and insights. V. Written and oral presentations: Students present final strategies and proposed activations to the client, for assessment by both the client and the instructor.
Syllabus