Media and Communication: Public Relations & Advertising (MCPA)

MCPA 2382. Strategic Design for Public Relations and Advertising I. 3 Hours. [TCCN: COMM 2330]

Students are introduced to foundational design principles and branding strategies for public relations and advertising, with an emphasis on Adobe Photoshop and InDesign. Students gain essential skills in typography, layout, design, and production techniques while creating a professional portfolio for public relations and advertising. Course Equivalents: MCOM 2382 .

MCPA 3381. Principles Of Public Relations. 3 Hours.

Students examine the principles of public relations by practicing problem-solving processes used to analyze, manage and respond to issues and crises. Throughout the course, students develop crisis management skills, evaluate ethical challenges, and learn strategies for building and maintaining effective workplace relationships. Course Equivalents: MCOM 3381 .

MCPA 3382. Principles of Advertising. 3 Hours.

Students explore the evolving advertising and communication landscape shaped by digital platforms, social media, data analytics and emerging technologies. Student examine how industry trends such as influencers, branded content, globalization, and audience fragmentation are transforming how industries connect with consumers and build brands. The course emphasizes applying modern strategies and approaches to advertising and communication challenges. Course Equivalents: MCOM 3382 .

MCPA 3383. Writing for Public Relations and Advertising. 3 Hours.

This course examines the process of communicating to persuade and inform. Students learn the techniques of strategic thinking and practice writing for advertising and promotions, news media, and special audience materials, such as newsletters, brochures, and catalogues. Online communications for internal and external audiences will also be explored. Course Equivalents: MCOM 3383
Prerequisite: MCOM 1332, MCOM 1330, MCOM 2371, and MCPA 2382.

MCPA 3388. Sales and Marketing. 3 Hours.

Students examine media marketing, market research, advertising, content promotion, and public relations as tools for building customer relationships and maintaining organizational goodwill through an integrated marketing communication plan. Through applied class assignments and projects, students develop, implement, and evaluate integrated marketing communication strategies for media-related contexts. Emphasis may be placed on audience engagement, data-informed decision-making, contemporary industry trends, ethical practices, and professional standards Course Equivalents: MCOM 3388 .

MCPA 4381. Social Marketing Campaign. 3 Hours.

Students are introduced to the core principles and practical applications of social marketing—a strategic discipline that aims to influence attitudes and behaviors for social good. Students examine real-world social change initiatives, assess their effectiveness, and learn to apply social marketing frameworks that deliver measurable impacts in public health, environmental sustainability, and community well-being.
Prerequisite: MCPA 3381, MCPA 3382, and MCPA 3383 Course Equivalents: MCOM 4381 .

MCPA 4382. Advanced Writing for Public Relations and Advertising. 3 Hours.

This course emphasizes the strategic, goal-oriented mission of high-quality media writing. Using a multidisciplinary and multimedia approach, students will learn to write successful and strategically for public relations, advertising, sales, marketing, and business communications formats. Course Equivalents: MCOM 3385, MCPA 3385
Prerequisite: MCPA 3383 and 6 additional hours of MCPA.

MCPA 4383. Audience Research & Analysis. 3 Hours.

This course introduces students to the history and application of research methods, both quantitative and qualitative, that are employed in commercial media markets and academic environments to assess media audiences, media content, and media use. Topics addressed include survey methods, content analysis, experimental research, ethnographic and critical research, research ethics, and statistical analysis. Special attention will be devoted to research in print and electronic media. Course Equivalents: MCOM 4383
Prerequisite: MCPA 3383 and 9 additional hours of MCPA.

MCPA 4384. Strategic Design for Public Relations and Advertising II. 3 Hours.

This course focuses on higher-level publishing formats and media used in today's persuasive communication environment. This course builds on basic print design and production skills introduced in MCPA 2382. Course Equivalents: MCOM 4384
Prerequisite: MCPA 3381, MCPA 3382, and 6 additional hours of MCPA.

MCPA 4385. Social Media & Branding. 3 Hours.

Students develop a comprehensive understanding of the social media landscape and its impact on public relations and advertising campaign strategies. Students develop a strategic social media communication plan to solve specific communication problems for a particular company or organization. Topics also include key social media terminology, techniques, design plans, and implementation strategies. Course Equivalents: MCOM 4385 .

MCPA 4390. Campaigns for Public Relations and Advertising. 3 Hours.

Students apply theory, research and communication strategies to real-world public relations and advertising challenges while building skills in audience analysis, branding, media planning and campaign assessment. Throughout the course, students create and present comprehensive integrated communication plans aligned with industry practices. Course Equivalents: MCOM 4380, MCOM 4390 .