Mass 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.

This course examines principles of public relations, the problem-solving processes to analyze and resolve major problems, and practical applications of these tactics to real world situations. The traits of leadership, crisis management, and ethics will be explored. Course Equivalents: MCOM 3381
Prerequisite: MCOM 1332, MCOM 1330, MCOM 2371, and MCPA 2382.

MCPA 3382. Principles of Advertising. 3 Hours.

This course explores the changes in today's world of advertising communication and the implications of these changes to traditional practice. Industry developments such as social media and the impact of globalization are included, as well as the increased focus on consumers and branding in today's advertising strategies. Course Equivalents: MCOM 3382
Prerequisite: MCOM 1332, MCOM 1330, MCOM 2371 and MCPA 2382.

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.

This course provides students with an overview of marketing strategies used by mass media companies. MCPA 3388 examines media marketing, market surveys, advertising, content promotion, and public relations as efforts to create and support customer bases and maintain goodwill. Students have the opportunity to create model marketing strategies. Special attention is paid to industry changes and professional ethics. Course Equivalents: MCOM 3388
Prerequisite: MCOM 1332, MCOM 1330, MCOM 2371, and MCPA 2382.

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 for Public Relations and Advertising. 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 campaign plan to solve specific communication problems for a particular client; topics also include key social media terminology, techniques, design plans and implementation strategies. Course Equivalents: MCOM 4385
Prerequisite: Either (MCPA 3381 and MCPA 3383) or (MCOM 3381 or MCOM 3382) or (instructor approval).

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

This course emphasizes integration of theory, research, and communication techniques for implementing and evaluating public relations campaigns. Focus on creative strategies and media planning, target analysis and buying tactics. Students research, develop, and present an integrated communication plan. Course Equivalents: MCOM 4380, MCOM 4390
Prerequisite: Either (MCPA 3381, MCPA 3382, and MCPA 3383 or instructor approval) or (MCOM 3381, MCOM 3383, and MCOM 4383 or instructor approval).