imc mock marketing booklet
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Integrated Markeng Communicaons
Florida State UniversityCollege of Communicaon and Informaon
School of Communicaon
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Florida
Unc
PROGRAM DETAILS
03 Introduction05 IMC tracks
11 Certicate Programs
AN INSIDE LOOK
17 Dr. Gary Heald
18 Dr. Felip Korzenny
RESOURCES
21 Student Life00 Clubs &
Organizations
00 Career Center
00 Internships
00 The University
00 Financial Aid
00 Admissions
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WithState University
Be
onquered
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Program Objectives:
The IMC graduate program is designed for students interested in integrated
study of digital marking communication technologies, Hispanic and
Multicultural marketing, strategic communication, management, advertising,
public relations, IT project management, digital media production, and
applied research. Students may choose one of three emphasis areas:
Integrated Marketing Communication, Digital Marketing Communication or
Hispanic Marketing Communication.
Benefits and Skills:
Knowledge of communication theories with emphasis on organizations,
marketing, management, digital media technologies, and computer-
mediated communication
Immersion in new advertising and media planning practices
Understanding of cultural differences as they apply to marketing and
advertising
Development, application, and evaluation of traditional and new media
research for advertising, marketing public relations and organizational
communication
Development and organization of data/information systems; facilitation
of data-based decisions
Use of interactive communication within organizations, specializing in
the creative, research or business component
Experience in formal presentations
Integrated Marketing
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Career Opportunities:
The program typically leads to professional positions emphasizing corporate
communications and management, organizational change, advertising agency
execution and planning, public relation rm management, or information
management within a variety of settings, including business, government,
and education. Graduates offer employers combined skills in technology,
marketing, advertising, planning, public relations, and applied research, with
options to purse Hispanic and Multicultural interests, and digital marketing.
Program Structure:
A minimum of 33-36 hours of coursework. May be completed in 3-4
semesters.
Four ways to complete program:
33 credit hours of coursework and completion of a residency33 credit hours of coursework and completion of a project
36 credit hours of coursework
27 credit hours of coursework and 6 thesis credit hours
Courses in the IMC program are borken into Foundation courses, Principles
courses, Elective, Cognate and a Capstone Experience. Please note
that students choose one of three emphasis areas: Integrated Marketing
Communication, Digital Marketing Communication or Hispanic Marketing
Communication. The following pages outline a general overview of what aprogram of Study will look like for each emphasis area. A specic plan based
on student interest will be developed with a faculty advisor after admission to
the program. Please see the graduate bulletin for specic course descriptions
not given.
1.2.
3.
4.
Communications
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Integrat
edMarket
IngCoMM
unICatIon
traCk
The Program of Study Make-up
Foundation Requirements
Credit Hours
3 COM 6403 Foundations of IMC3 COM 5331 Computers in Communication
3 COM 5316 Statistical Methods in Com. Research
Principle Requirement
3 ADV 5605 Account Planning
Electives (In Major)
6 - 12 Must be approved by Supervising CommitteeExamples:
3 ADV 5503 Media Consumer Behavior
3 COM 5467 Systems Thinking & Project
Management
3 VIS 5006 Visual Communication
Cognate- Recommended (Outside Major)
6 - 9 Must be approved by Supervising Committee
Examples:4 MAR 5125 Marketing Strategy in the Global
Environment
3 MAR 5908 Sports Marketing
Capstone Requirements
Courses
3 COM 5526 Marketing Comm. Management
Comprehensive Activity
3 COM 5946r Communication Residency/ Project
or
3 COM 5971 Thesis
TOTAL HOURS: 33 - 36
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The integrated track is for students who are interested in jobs
such as public relations manager, advertising manager, account
planner or marketing communication specialist.
COM 6403 Foundations of IMC
This course is designed for students who will become decision
makers in almost any company concerned with consumer/
customer communicaons including: adversing, public
relaons, promoons, Internet, markeng, media and client
organizaons.
VIS 5006 Visual Communication
This laboratory focuses on the creaon and analysis of visual
messages. Emphasis is placed on visual literacy, message
construcon and interpretaon, as well as on design
principles.
ADV 5605 Account Planning
This course prepares students to connect consumers with
adversing and markeng in public relaons and other
communicaon elds.
COM 5526 Marketing Communication Management
This course addresses the principles and procedures for
communicaons planning for markeng and culminates in the
development of an integrated markeng plan for e-business.
Sample CourSe DeSCriptionS
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dIgItal
MarketIn
gCoMMun
ICatIontr
aCk
The Program of Study Make-up
Foundation Requirements
Credit Hours
3 COM 6403 Foundations of IMC3 COM 5331 Computers in Communication
3 COM 5316 Statistical Methods in Com. Research
Principle Requirement
3 COM 5338 Website Usability and Design
Electives (In Major)
6 - 12 Must be approved by Supervising CommitteeExamples:
3 COM 5339 Interactive Programming & Design for
the Web
3 SPC 5545 Studies in Persuasion
3 COM 6400 Computer Graphics and Animation
Cognate- Recommended (Outside Major)
6 - 9 Must be approved by Supervising Committee
Examples:3 MAR 5726 Electronic Business in Supply Chain
Marketing
3 ENC 5217 Electronic Publishing, Edit., & Design
Capstone Requirements
Courses
3 RTV 6425 Multi-media Project Planning
Comprehensive Activity
3 COM 5946r Communication Residency/ Project
or
3 COM 5971 Thesis
TOTAL HOURS: 33 - 36
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Sample CourSe DeSCriptionS
COM 5331 Computers in Communication
Applicaon of computers to the analysis of communicaon
research data. Use of microcomputers to build and managequantave research databases. Emphasis on SPSS/PC+.
Graphing and report wring.
COM 5338 Website Usability and Design
This course covers human-computer interacon, design
concepts, and usability research techniques. The course
includes a series of papers and projects focusing on visualdesign, audience analysis,technology, and usability an alysis in
order to select displays, layout, typeface, color, and metaphor.
The course helps students gain an understanding of how the
above-menoned techniques are used to help focus content
and select the most appropriate interface for the needs of the
target audience.
The digital track is for students who are interested in managing
interacve communicaon and the development of digital
communicaon products, as well as digital applicaons implemenng
mulmedia.
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hIspanI
CMarketIngCoMMu
nICatIont
raCk
The Program of Study Make-up
Foundation Requirements
Credit Hours
3 COM 6403 Foundations of IMC3 COM 5331 Computers in Communication
3 COM 5316 Statistical Methods in Com. Research
Principle Requirement
3 ADV 5415 Hispanic Marketing Communications
Electives (In Major)
6 - 12 Must be approved by Supervising CommitteeExamples:
3 SPC 6920 Intercultural Communication
3 COM 5317 Content Analysis in Communication
Research
3 ADV 5605 Account Planning
Cognate- Recommended (Outside Major)
6 - 9 Must be approved by Supervising Committee
Examples:3 MAR 4156 Multinational Marketing
3 MAN 4631 International Strategic Management
Capstone Requiremnets
Courses
3 ADV 5416 Advanced Problems in Multicultural
Marketing Communication
Comprehensive Activity
3 COM 5946r Communication Residency/ Project
or
3 COM 5971 Thesis
TOTAL HOURS: 33 - 36
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Sample CourSe DeSCriptionS
The Hispanic track prepares students who intend to be professionally
involved in serving the U.S. Hispanic market as marketers, media
execuves, social service providers, adversers and/or adversing
strategy developers. In addion, this track is a starng point for
students who desire to build an academic career on this subject.
COM 5316 Statistical Methods in Communication Research
This course introduces a wide range of quantave methods
that can be used to address communicaon research problems.
The class will review both historical and current approaches to
quantave analyses. Emphases will be planced on alternave
stascal procedures and tests.
ADV 5415 Hispanic Marketing Communications
This course prepares professionals for posions that require
markeng experse to serve the U.S. hispanic market.
ADV 5416 Adv. Problems in Multicultural Marketing Comm.
This graduate seminar is the capstone course for those students
pursuing a degree in Integrated Markeng Communicaon
with an emphasis on Hispanic Markeng Communicaon. The
course exlpores consumer behavior similaries and dierences
among Hispanic, Asian, African-American,and Non-HispanicWhite cultural market segments in the United States. The
course also provides opportunies for original research into
issues of culture and markeng communicaon.
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Program Objective:
This program is designed for students interested in enhancing their graduateeducation by learning the fundamental skills of digital video production and
distribution.
Career Opportunities:
Video production has moved beyond the traditional television studio and is
now accessible to business large and small, non-prot organizations, as well as
an emerging group of visual artists and moviemakers. Basic understanding and
skills in the creation and distribution of digital video will serve to enhance career
opportunities in the non-prot sector and business as well as the arts.
Benefits and Skills:
Competence with a range of digital video camers, microphones, basic lighting
principles and non-linear editing software.
Ability to apply to the principles of visual storytelling and narritive construction.
Grounding in the basic elements of communication theory to inform the practice
of video production.
Understanding of digital video distribution possibilities.
Admissions:
Students must be currently enrolled and in good standing in a graduate program
at FSU
Students do not need to be enrolled in a communication program; all majors are
welcome to apply
Students need a GPA of 3.0 or higher in all graduate work
Admissions are on a rolling basis
DigitalVideoProduction
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12minimum credit hours
GraduateCertificateCertifcate Course Requirements
Foundations of Digital Video Production 3
Required Course
Foundations of Digital Video Production (COM 6400-01 / 3hrs)
Digital Video Specialization 6
Choose Two Courses
Advanced Narrative (COM 6400-02r / 3hrs)
Computer Graphics and Animation (COM 6401-03r / 3hrs) Documentary Video Production (RTV 5325 / 3hrs)
Interactive Programming & Design for the Web (COM 5339 / 3hrs)
Multi Camera Studio Production (COM 6931 / 3hrs)
Communication Theory 3
Choose One Course
Analysis of Communication Theory (COM 5401 / 3hrs)
Studies in Persuasion (SPC 5545 / 3hrs)
Seminar in Communication Theory (COM 6400 / 3hrs)
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Program Objective:
Students completing this certicate will add to their professional repertoire a set ofknowledge, attitudes, and behaviors that will allow them to successfully plan and executemarketing communication programs directed to Hispanic populations.
Career Opportunities:
There is a current vacuum in the marketing and advertising industry of professionals thatunderstand the U.S. Hispanic market. Students will complete the certicate program withthe skills to ll this void allowing them to work successfully with this emerging market.
Benefits and Skills:
Grounding in the concepts of demographics, psychographics, consumer insights andbehaviorm language use, segmentation, cultural archetypes, targeting, and mediabehaviors.
Ability to develop Marketing Communication programs directed to the U.S. Hispanicpopulation.
Application of coursework and development of networking connections throughresidency requirement.
Documented prociency in Spanish.
Opportunity for international travel.
Program Structure:
Minimum 18 credit hours completed in concurrence with graduate program.
Required marketing or business residency and nal paper.
International study encouraged.
Spanish language prociency required.
Admissions:
Students must be currently enrolled and in good standing in a graduate program at
FSUStudents do not need to be enrolled in a communication program; all majors arewelcome to apply
Students need a GPA of 3.0 or higher in all graduate work
Admissions are on a rolling basis
Students do not need to be Hispanic to participate in the program
HispanicMarketing
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18minimum credit hours
GraduateCertificateCertifcate Course Requirements
Hispanic Marketing Communication General 6
Both Courses Required
Hispanic Marketing Communication (ADV 5415 / 3hrs)
Residency and Final Paper (COM 5946 / 3hrs)
Behavioral Science Theory 3
Other courses may be approval by the Program Director.
Regional Civilizations in Ancient Mesoamerica (ANG 5169r / 3hrs)
Introduction to Demography (SYD 5045 / 3hrs)
Communication & Change: The Diffusion of Innovations (MMC 4300 / 3hrs)Interracial/Intercultural Communications (SPC 4710 / 3hrs)
Race and Minority Group Relations (SYD 4700 / 3hrs)
Business and Marketing Strategy 3
Other courses may be approval by the Program Director.
Multinational Business Operations (MAN 5601 / 3hrs)
Multinational Marketing(MAR 4156 / 3hrs)
Explorations in International Management(MAN 4680r / 3hrs)
International Strategic Management(MAN 4631 / 3hrs)
Multicultural Marketing Communication(ADV 5416 / 3hrs)
Hispanic History and Culture 3
Other courses may be approval by the Program Director.
History of Mexico (LAH 4430 / 3hrs)
History of Mexico (LAH 4439 / 4hrs)
History of the Caribbean (LAH 4470 / 4hrs)
Early Modern Spain and Portugal(HIS 4930 / 3hrs)
Topics with Latin American Focus(HIS 5509/6909 / 3hrs)
Modern Latin American Lit. & Practical Language Application 3
Other courses may be approval by the Program Director.
Special Topics in Hispanic Languages and Literatures (SPW 4190r / 3hrs)
Contemporary Spanish American Prose Fiction- since 1927 (SPW 5386 / 3hrs)
Advanced Spanish Composition and Translation (SPN 4420/ 3hrs)
Studies in Hispanic Language (SPN 4930r / 3hrs)
Hispanic Sociolinguistics (SPW 4740 / 3hrs)
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Program Objective:
This certicate is designed to provide students with the foundation needed toexcel in project management as well as prepare for the Project Management Pro-
fessional (PMP) certication exam.
Career Opportunities:
This certicate enhances professional positions in corporate communications
and management or information management in a variety of settings, including
business, government, and education. Graduates offer employers strong ground-
ing in project management concepts.
Benefits and Skills:
Competence in key Project Management Body of Knowledge (PMBOCK) con-
cepts and approaches
Ability to apply the tools and techniques of project management as dened in
the PMBOK
Grounding in the basic elements of communication theory to inform the prac-
tice of project management
Program Structure:Minimum 12 credit hours completed in concurrence with graduate program.
Admissions:
Students must be currently enrolled and in good standing in a graduate pro-
gram at FSU
Students do not need to be enrolled in a communication program; all majors
are welcome to apply
Students need a GPA of 3.0 or higher in all graduate work
Admissions are on a rolling basis
ProjectManagement
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12minimum credit hours
GraduateCertificateCertifcate Course Requirements
Project Management Core 6
Both Courses Required
Introduction to Project Management (COM 5450 / 3hrs)
Advanced Topics in Project Management (COM 5451 / 3hrs)
Communication Theory 3
Choose One Course.
Organizational Communication Theory (COM 5126 / 3hrs)
Contemporary Topics in Interpersonal Communication (SPC 6306 / 3hrs)
Systems Thinking and Project Management (COM 5467 / 3hrs)(Alternate) Quality Management (MAN 5525 / 3hrs)
(Alternate) Organization Behavior I: Literature (MAN 6275r / 3hrs)
Research Methods 3
Choose One Research Methods OR One Practical Applications Course
Assessing Organizational Communication (COM 5157 / 3hrs)
Statistical Methods in Comm Research (COM 5331 / 3hrs- Prereq:
COM 5312)
(Alternate) Basic Descriptive & Inferential Statistics Applications
(EDF 5400 / 3hrs)
(Alternate) Statistical Process Control
(ESI 5154 / 3hrs - Prereq: ESI 4234)
(Alternate) Quantitative Methods for Managerial Decisions
(QMB 5355 / 3hrs)
Practical Application 3
Choose One Research Methods OR One Practical Applications Course
Marketing Communication Management (COM 5526 / 3hrs)
Web Site Usability and Design (COM 5338 / 3hrs)Interactive Programming and Design for the Web (COM 5339 / 3hrs)
(Alternate) Introduction to ISO 9000 (ESI 5228 / 3hrs)
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Courses taught: Computers in Communication Research (COM5331),
Statistical Methods in Communication Research (COM5316), Health
Communication (COM5911)
Theodore Clevenger Professor and Associate DeanDr. Gary R. Heald
Dr. Gary Healds teaching interests include research methods, healthcommunication and international development communication.
Dr. Healds enjoys research
in the folowing feilds:social marketing, health
communication, international
development communication
and organizational
communication & information
systems.
The man lives and breathesstatistics. Ive never seensomeone get so excited overnumbers.
Selena Blue
IMC Masters Candadate
Dr. Heald earned his bachelors degree in 1970 at Texas Tech University,
and after a stint as a Peace Corps volunteer from 1970 to 1972, he earned
his masters and doctoral degrees from Michigan State University, in 1973
and 1977, respectively.
Dr. Heald joined the faculty of The Florida State University in 1976. Inaddition to his faculty and administrative appointments within the College
of Communication, he has worked with FSUs Learning Systems Institute
and Communication Research Center. He also held several research
positions with MGT of America, a national management research and
consulting rm, in the 1980s before returning to FSU.
An Inside Look at
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Dr. Korzennys teaching interests
include hispanic & multicultural
marketing communication,consumer insights & account
planning, applied research
methods, and cross-cultural &
intercultural communication applied
to advertising & marketing.
Dr. Felipe Korzenny
He has founded and directs the Center
for Hispanic Marketing Communicationat Florida State University. In the con-
text of the Center FSU offers Hispanic
Marketing Communication courses at
the graduate and undergraduate levels.
Dr. Korzenny founded Hispanic &
Asian Marketing Communication Re-
search in 1984 to help Fortune 1000
companies open doors to culturallydiverse markets. H&AMCR was one
of the rst companies in the US to
explore multicultural market research.
In 1999 H&AMCR merged with Che-
skin to serve clients with integrated
research and consulting services.
Courses taught: Hispanic Marketing Communication (ADV5415),
Multicultural Marketing Communication (ADV5416), Account Planning
(COM5605)
Professor
Dr. Korzenny nds interest
in the following research topics:
hispanic & multicultural marketingcommunication, branding, consumer
insights for product design and
communication, and cultural
archetypes & their application to
marketing.
Dr. Korzenny wrote the
book on hispanic marketing...literally.
Evelyn Perez
IMC Masters Candadate
Dr. Korzenny was one of thereasons I decided on FloridaState. I wanted to learn from
the best. David FradyIMC Masters Candadate
the Faculty of IMC
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School of CommunicaonsFlorida State University
PO Box 306251Tallahassee, FL 32306-2651
www.cci.fsu.edu
Non Proft Organizaon
U.S. Postage
PAID
Florida State University
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