Students are also introduced to research methodologies used throughout the master of arts in media communications program. This course explores the full range of trade and consumer sales promotion activities and studies the application of these techniques in today's marketplace. This course examines the creation of communication plans designed to gain favorable product publicity leading to sales. Creative process, planning, and execution techniques are studied, as well as the use of appropriate communication tools such as special events, sponsorships, endorsements, on-line services, direct mail, telemarketing, and news releases. This course examines the function of retail merchandising activities in relation to the marketing mix.
Emphasis is placed on identifying the various forms and functions of retail merchandising.
Students will analyze the relative effectiveness of merchandising activities in relation to the product of service the activity supports. This course also explores the role of new media, such as the Internet, in direct response marketing. This course examines the mass media as it reflects and influences the attitudes, values, behaviors, myths, and preoccupations that define a given culture. Students focus on media literacy as a systematic way of deciphering media messages. This course considers the functions of mass media in society and the effect on the individual.