IMC Mock Marketing Booklet

8/7/2019 IMC Mock Marketing Booklet

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Integrated Markeng Communicaons

Florida State UniversityCollege of Communicaon and Informaon

School of Communicaon

FINAL_COPY.indd1 4/18/20106:4


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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

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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

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Credit Hours




3 COM 5338 Website Usability and Design



3 COM 5339 Interactive Programming & Design for

the Web

3 SPC 5545 Studies in Persuasion

3 COM 6400 Computer Graphics and Animation



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



or

3 COM 5971 Thesis




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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

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Credit Hours




3 ADV 5415 Hispanic Marketing Communications



3 SPC 6920 Intercultural Communication

3 COM 5317 Content Analysis in Communication

Research

3 ADV 5605 Account Planning



Examples:3 MAR 4156 Multinational Marketing

3 MAN 4631 International Strategic Management

Capstone Requiremnets

Courses

3 ADV 5416 Advanced Problems in Multicultural

Marketing Communication



or

3 COM 5971 Thesis




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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.


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.


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.


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.


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 do not need to be Hispanic to participate in the program

HispanicMarketing



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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


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


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


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.


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.


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



ProjectManagement



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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

Documents

IMC Mock Marketing Booklet