Master of Communications

Companies with a strong brand purpose have stronger customer and employee loyalty. Is your company’s brand strong? How can you start with the “why” of your brand rather than the “what” and “how” of a product line? In this course, you will learn to recognize strong brands and identify strategies for strengthening brand purpose.

This course explores the world of Earned/Owned Digital Marketing including SEO, Influencer, Social Media, and Public Relations and how to expertly leverage content in order to increase the attention consumers pay to their brands. Students will discuss the increasingly challenging task given the crowded marketplace and information overload that consumers face and how to address this challenge with practical and strategic skills, including organic search, social media content, community management, posting, and user-generated content, social listening and competitive modeling, and digital tools used in influencer marketing.

This course integrates brand management principles and marketing frameworks to guide digital storytelling that effectively engages consumers and other stakeholders. This course will explore how to focus on digital branding through storytelling to differentiate products and services from competitor offerings and to effectively position them as solutions to consumer needs and pain points. Students will learn how to write compelling content that scores highly with dynamic search engine algorithms and how to pursue strategic implementation of a brand narrative using various digital marketing approaches and analyses.

Explore the knowledge, skills, and tools necessary to successfully undertake change. This course delves into the leadership principles, styles, frameworks, and skills required to guide, motivate, and direct teams. Learners will develop the ability to prepare, support, and assist individuals, teams, and organizations in organizational change.

Develop a deeper understanding of the numbers side of business in order to lead effectively in today’s complex economy. This course provides critical financial competencies including the basics of cash flow and income, reading a balance sheet effectively, analyzing information to ask the right questions, and presenting a strong business case.