RESEARCH AND MEASUREMENT IN ADVERTISING AND PUBLIC RELATIONS

Catalog description

Understand the ways research is employed and applied in integrated communication, including both primary and secondary research. Students will understand how to use research and insights to develop strategy, or to craft research on business strategy. They also will become thoughtful researchers and consumers of research who are cognizant of the ethical and moral responsibilities associated with human subjects research. Students will be expected to understand and appreciate the diversity of audiences. Finally, students will develop critical thinking and writing skills in order to create and share a well-crafted presentation to clients that reflect a strong understanding of the connections among data, insight and strategy.