Master of Communication Management

This course explores the integral role that communication plays in both the design and operation of all types of organizations. Through the lens of an organizational design framework, students will explore the interdependence of communication with organizational strategy, structure, processes, rewards and people. They will gain an understanding of the interconnected nature of all elements of organizations, how communication serves as the key conduit linking them together and how it can be leveraged to create strategic alignment and enhanced organizational effectiveness.

In this course you will:

• Evaluate how communication connects with organizational strategy, structure, processes, rewards and people to create alignment and enhance effectiveness.
• Diagnose root causes of communication challenges in organizations using central theories in organizational communication.
• Generate theory-informed solutions to organizational communication challenges.
• Collaborate effectively in peer groups by sharing knowledge, synthesizing diverse perspectives and communicating clearly, thoroughly and respectfully.
• Develop research-backed solutions and recommendations to organizational communication and design challenges.

This course introduces the knowledge and skills needed to design and implement research projects. Students will learn to form appropriate research questions and answer them by collecting and interpreting data. The course will equip students to grow from passive observers of research to discriminating consumers and competent practitioners.

In this course you will:

• Apply four research methods to a range of problems.
• Interpret statistical output for application to various research problems.
• Organize data collection on Qualtrics and Amazon Turk.
• Develop research topics and associated reports that incorporate the ethical use of four research methodologies.

Crisis happens. Sometimes organizations are faced with a crisis caused by forces outside their control (such as natural disasters, pandemics and supply-chain interruptions); at other times, organizations face a crisis of their own making (such as accidents, product failures and scandals). Facilitating crisis prevention, detection, management and change through effective organizational communication—inside and outside the organization—can make the difference between organizational destruction and organizational survival, adaptation and renewal.

In this course you will:

• Develop crisis management strategies using communication theory.
• Develop a crisis prevention, detection and mitigation plan based on a crisis vulnerability audit.
• Evaluate leadership skills for learning organizations that monitor risk, adapt to crisis and learn from crises.
• Design data-informed communication strategies for internal and external stakeholders that sustain organizational legitimacy and reputation.

As industries become increasingly competitive, organizations are relying more and more on data to make more informed decisions. This shift underscores the need for professionals who understand not only how to interpret data, but also how research can be designed to optimize the quality of decisions. This course is designed to provide a comprehensive foundation in marketing and audience research design and analysis, and build proficiency in communicating complex research findings. Students will apply course concepts by developing a marketing research project addressing client questions, offering recommendations and presenting the final product.

In this course you will:

• Analyze research to make informed, research-backed recommendations to business decision-makers.
• Design primary research that accounts for resource constraints and utilizes appropriate methods.
• Synthesize research findings into specific, appropriate and actionable recommendations.

This course explores the art and science of persuasion, equipping students to understand, analyze and practice strategic influence across professional, organizational and cultural contexts.

Grounded in communication theory and behavioral science, students will dive into real-world examples of persuasion in leadership, media, politics, marketing and personal life. Through case studies, simulations and hands-on projects, students will learn to craft messages that are ethical, inclusive and impactful, navigating power dynamics and stakeholder relationships with confidence. Special focus is placed on digital platforms, cross-cultural communication and the subtle ways in which influence shapes behavior every day.

By the end of the course, students will not only understand persuasion—they’ll experience it, practice it and leave with the tools to shape meaningful action wherever they go.

In this course you will:

• Analyze the elements and theories of persuasion.
• Select persuasion techniques across various channels.
• Evaluate when and how others are applying persuasive techniques.
• Assess the ways in which a given persuasive scenario targets a specific segment of the population.
• Appraise the factors that contribute to a message’s success or failure.
• Design ethical and impactful campaign messages.
• Create distinct brand awareness in a persuasive campaign.

This course is one of Master of Communication Management’s capstone options. Among the options, CMGT 597 offers the most flexibility in crafting a capstone project relevant and interesting to students’ professional aspirations and ambitions. For example, for a consulting/market research project, if the client expects a presentation deck in a specific format and length, the deliverable will conform to those requirements. If preparing for doctoral work, then the deliverable is often an academic research paper with a heavy literature review component. Regardless of the end, students’ efforts will build on previous courses taken in the MCM program, notably CMGT 540 Uses of Communication Research.

Enterprise-Facing Project

• Develop a comprehensive research project, from problem identification to extracting data insights, to support strategic communication decisions.
• Execute appropriate approaches to research around a communication problem.
• Evaluate current knowledge about the selected research problem from multiple sources through a literature review.
• Synthesize data into actionable insights for communication solutions or future research.
• Present an original, concise, and clear research report on a communication problem tailored to its audience.

Academic Project

• Develop a comprehensive literature review of relevant communication research with the support of AI.
• Integrate considerations for target doctoral programs, associated faculty, and conference submission into a literature review.
• Create a writing sample and personal statement for doctoral applications.
• Write a paper for submission to a conference in your prospective area of doctoral study.
• Present an academic conference paper on a communication problem to an audience of peers.

This course provides a strategic overview of integrated marketing communication (IMC) and its role in building effective, audience-centered campaigns. Students will learn how to analyze brand positioning, conduct consumer research and develop communication strategies that align with business objectives. Emphasis is placed on the integration of creative messaging, media planning and promotional tactics across traditional and digital platforms. The course also explores ethical considerations in marketing, including data privacy and responsible messaging. Through team-based projects and real-world case studies, students will gain practical experience in pitching ideas, designing campaign elements and evaluating campaign effectiveness.

In this course you will:

• Evaluate a brand’s current marketing and communication elements.
• Compile consumer research designed to provide key insights for a marketing communication plan.
• Develop communication objectives that inform the creative and media strategy of a campaign.
• Design an integrated marketing communications plan for an existing brand, using both qualitative and quantitative research insights.
• Develop an approach for maintaining real-time awareness of market conditions.

This course explores marketing and communication in the digital media landscape. Combining theoretical insights with practical application, it offers a multi-perspectival approach to contemporary digital marketing. Students conceptualize and develop digital content and narratives for real clients, applying theory and learned constructs to address real-world challenges.

In this course you will:

• Critically evaluate key online marketing communication issues in the broad digital ecosystem.
• Appraise the influence of digital environments on marketing against academic literature.
• Develop an online marketing plan informed by theoretical and applied constructs.
• Create tangible online components to achieve marketing objectives.

This course explores the principles of marketing communications from a global perspective, focusing on decisions regarding the media mix and messaging models. Different communication strategies are analyzed within the global-local dilemma. A specific emphasis on digital media is provided through a survey of the most relevant markets.

In this course you will:

• Assess challenges and opportunities in the global marketplace using analytical tools or theoretical frameworks.
• Evaluate an organization’s strategic approach to global marketing.
• Propose solutions to global marketing communication challenges.
• Design marketing communication approaches rooted in a cultural understanding of target markets.

This course provides students with a comprehensive understanding of the linkage between communication and organizational strategy. Particular emphasis is placed on the roles, responsibilities and requirements of communication functions within organizations, managing diverse stakeholder relationships and aligning communication activities with organizational strategy. Key topics include reputation management, communication planning, employee communication, financial communication, corporate social responsibility, community engagement, media relations and crisis communication.

In this course you will:

• Evaluate the strategic roles and functions of communication in organizations.
• Determine best practices across different domains of corporate communication to support organizational strategy.
• Create a stakeholder-centric strategic communication plan that leverages data to inform messaging and implementation.
• Develop ethical and inclusive communication strategies that effectively engage diverse stakeholders.
• Develop a metrics plan to evaluate the effectiveness of communication activities outlined in a strategic communication plan.

This course deepens students’ understanding of organizational communication at the micro-level of human interaction. By integrating theoretical exploration and applied research, students will analyze interpersonal dynamics within work environments and their communication competencies. They will develop the ability to assess critically how communication concepts are studied by scholars and applied by practitioners. Emphasizing both academic rigor and practical relevance, the course prepares students to make informed, research-based decisions in professional settings, equipping them with skills valued by employers. This course also lays the groundwork for the successful development and execution of students’ capstone projects.

In this course you will:

• Critique the major theoretical perspectives, topics and research methods used in the study of organizational communication.
• Critically evaluate contemporary organizational experiences.
• Contrast professional perspectives of organizational communication concepts against the academic literature.

Organizational change is inevitable. Market disruptions, crises, societal expectations and financial opportunities drive change. Some organizations do it well, and others do not. For example, according to a 2024 global strategy paper, Goldman Sachs estimates that the typical turnover rate of the S&P 500 during a ten year span is about 36%. In other words, companies that adapt well to changing conditions thrive while others that fail to adapt decline.

Most companies focus on creating superior products and services to gain a competitive advantage. However, the organizational ability to change itself is also a competitive advantage. Communication managers, armed with state-of-the art tools and techniques, are called upon every day to communicate changes in strategy, focus and intent. This course will prepare you for that challenge.

In this course you will:

• Validate the critical role communication plays in the development and implementation of organizational change.
• Design framework-based strategies for managing and communicating change.
• Develop change communication tools and techniques for real business cases.
• Evaluate how well an organization is managing an existing change using theory, frameworks and collected data.
• Create a practitioner’s report for a client organization with recommendations for strategic change as well as implementation processes.

This course explores how studios, platforms and agencies create 360-degree campaigns that connect stories to audiences through partnerships, fan engagement strategies and transmedia storytelling. Students will examine the full campaign process—from setting objectives and positioning IP to activating fan communities, managing partnerships and selecting media channels—while also considering how inclusive communication practices shape campaign thinking and how success is measured. By the end of the course, students will be equipped to build brand worlds that resonate across formats, sustain fan engagement and drive value in a rapidly evolving entertainment ecosystem.

In this course you will:

• Evaluate the impact of entertainment intellectual properties (IP) distributed by major streaming platforms.
• Appraise how the elements of 360-degree marketing campaigns work together.
• Analyze 360-degree IP marketing campaigns to differentiate between strategies for attaining or retaining audience subscribers.
• Develop entertainment marketing strategies using communication and persuasion theories.
• Provide data-driven recommendations for marketing and branding campaigns.
• Produce a 360-degree agency deck for a TV, streaming, gaming, podcast or sports IP launch campaign.

The international entertainment marketplace is in tremendous flux, which is resulting in an ever-evolving definition of the purpose of Hollywood. Developments in technology, economics and consumer behavior are all driving significant change. COVID-19 and the resultant streaming boom has further exacerbated changes in long-standing channels of theatrical distribution that were already in motion.

In addition to analyzing the key factors and trends that are impacting the film industry, the course will also provide a 360 look at theatrical movie marketing and advertising. The class will put a spotlight on case study analysis of various film properties and how they are marketed around the globe. Special attention will be given to unique international film markets, such as Korea and Japan, which have a substantial cross-cultural impact.

In this course you will:

• Assess the structure of the global entertainment marketplace.
• Appraise the key challenges and opportunities shaping the international entertainment industry.
• Evaluate how key verticals within Hollywood studio marketing work together to distribute and market content worldwide.
• Critique how films are strategically positioned in the market from marketing, planning, and cultural perspectives to influence stakeholder engagement.
• Create and present a 360-degree marketing release plan (and deck) for a major Hollywood film in a foreign territory.

This course explores storytelling as a powerful form of communication in contemporary culture. Students examine what makes a great narrative and learn to ideate, craft and implement stories using a variety of tools, modes, methods and creative processes. The course approaches storytelling from communication and socio-cultural perspectives, employing a range of narrative theories to establish a strong foundation for strategic storytelling. Students consider how culture and lived experience shape the stories we tell and how to apply these insights to build compelling brand narratives. They also investigate the importance of self-branding and why telling impactful stories about themselves matters now more than ever.

In this course you will:

• Develop narrative solutions to communication or marketing challenges using the core components and constructs of storytelling.
• Construct brand-based narratives situated within contemporary culture.
• Create stories informed by narrative theories or constructs.
• Develop a rationale for implementing the appropriate narrative framework and content for a given brand or audience.

Organizational change is inevitable. Market disruptions, crises, societal expectations and financial opportunities drive change. Some organizations do it well, and others do not. For example, according to a 2024 global strategy paper, Goldman Sachs estimates that the typical turnover rate of the S&P 500 during a ten year span is about 36%. In other words, companies that adapt well to changing conditions thrive while others that fail to adapt decline.

Most companies focus on creating superior products and services to gain a competitive advantage. However, the organizational ability to change itself is also a competitive advantage. Communication managers, armed with state-of-the art tools and techniques, are called upon every day to communicate changes in strategy, focus and intent. This course will prepare you for that challenge.

In this course you will:

• Validate the critical role communication plays in the development and implementation of organizational change.
• Design framework-based strategies for managing and communicating change.
• Develop change communication tools and techniques for real business cases.
• Evaluate how well an organization is managing an existing change using theory, frameworks and collected data.
• Create a practitioner’s report for a client organization with recommendations for strategic change as well as implementation processes.

This course provides a strategic overview of integrated marketing communication (IMC) and its role in building effective, audience-centered campaigns. Students will learn how to analyze brand positioning, conduct consumer research and develop communication strategies that align with business objectives. Emphasis is placed on the integration of creative messaging, media planning and promotional tactics across traditional and digital platforms. The course also explores ethical considerations in marketing, including data privacy and responsible messaging. Through team-based projects and real-world case studies, students will gain practical experience in pitching ideas, designing campaign elements and evaluating campaign effectiveness.

In this course you will:

• Evaluate a brand’s current marketing and communication elements.
• Compile consumer research designed to provide key insights for a marketing communication plan.
• Develop communication objectives that inform the creative and media strategy of a campaign.
• Design an integrated marketing communications plan for an existing brand, using both qualitative and quantitative research insights.
• Develop an approach for maintaining real-time awareness of market conditions.

This course explores how studios, platforms, and agencies create 360-degree campaigns that connect stories to audiences through partnerships, fan engagement strategies and transmedia storytelling. Students will examine the full campaign process—from setting objectives and positioning IP to activating fan communities, managing partnerships and selecting media channels—while also considering how inclusive communication practices shape campaign thinking and how success is measured. By the end of the course, students will be equipped to build brand worlds that resonate across formats, sustain fan engagement and drive value in a rapidly evolving entertainment ecosystem.

In this course you will:

• Evaluate the impact of entertainment intellectual properties (IP) distributed by major streaming platforms.
• Appraise how the elements of 360-degree marketing campaigns work together.
• Analyze 360-degree IP marketing campaigns to differentiate between strategies for attaining or retaining audience subscribers.
• Develop entertainment marketing strategies using communication and persuasion theories.
• Provide data-driven recommendations for marketing and branding campaigns.
• Produce a 360-degree agency deck for a TV, streaming, gaming, podcast or sports IP launch campaign.