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• MDC 320: Communication on Television and Radio

  3.00 Credits

  West Chester University of Pennsylvania

  
  A course on the professional practice of communicating through radio, television and digital broadcast media. Topics include communicating through radio and audio media, television and video media, commercial voiceovers, news reporting, and performing in a studio environment. Prerequisite:    MDC 320 requires prerequisites of MDC 250 and MDC 251.
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• MDC 321: Search Engine Optimization Management

  3.00 Credits

  West Chester University of Pennsylvania

  
  This course examines the relationship between communication and marketing on the internet, with emphasis on the strategic use of content in the marketing process. Topics include: online communication environments, audience analysis, message design, editorial plan, and the analysis of outcomes. Prerequisite:    MDC 321 requires prerequisites MDC 250 and MDC 251.
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• MDC 322: Culture and Organizations

  3.00 Credits

  West Chester University of Pennsylvania

  
  Organizational dynamics can be understood to operate using deeper assumptions and values, much like national cultures. Different scholarly approaches to culture are used to craft strategic responses to practical organizational challenges using the media. The particular cultures of media organizations are also analyzed using case study examples. Prerequisite:    MDC 322 requires prerequisites of MDC 250 and MDC 251.
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• MDC 323: Media Audiences

  3.00 Credits

  West Chester University of Pennsylvania

  
  Media scholars and practitioners have long been interested in understanding and measuring 'the audience'. Increasing levels of media convergence, fragmentation, and polarization present many new challenges for making sense of media users. The purpose of this course is to explore various assumptions of media audiences and the different methodological attempts to measure them. First, students will explore a 'push' media perspective by examining mass communication media effects research. Students will examine pop culture texts of today and learn more about ratings analysis. Next, students will reflect on critical responses to emergent audiences through 'pull' media research. Here, students will learn more about audience reception research and the many ways in which audiences experience and make sense of media technologies. Finally, students will examine how these different approaches inform the concerns, questions, methods, findings, and implications of audience research today. Prerequisite:    MDC 323 requires prerequisites of MDC 250 and MDC 251.
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• MDC 325: Strategic Social Media

  3.00 Credits

  West Chester University of Pennsylvania

  
  This course is designed to explore the influence of digital historical landscape, best marketing practices and mobilization through social media in the twenty first century. We will address key concepts in the field of new media, including issues such as media literacy, personal identity, community, globalization and the convergence culture. It is necessary to question whether there is anything "new" about these new technologies by comparing them with historic media transformations of our past. Once an adequate understanding is gained of the historical and present landscape of new media, we will learn to utilize technologies for personal online reputation management. Finally, we will critically explore how to best market new media by examining various business models and theories in the field, as well as how organizations and businesses utilize new media most effectively. Students will have an opportunity to apply course concepts to a final social media marketing project. Prerequisite:    MDC 325 requires prerequisites of MDC 250 and MDC 251.
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• MDC 350: Advanced Intercultural Communication

  3.00 Credits

  West Chester University of Pennsylvania

  
  Intercultural communication examines communication across various areas of difference: age, race, gender, class, orientation, region. Graduate Intercultural Communication examines the relationship between communication and culture. Analysis of communication variables as they relate to the communication of difference and the ways in which difference matters in everyday intercultural communication are examined. Emphasis is placed on the influence of culture on the communication process, including differences in values, assumptions, and communication practices/rules. Prerequisite:    MDC 350 requires prerequisites of MDC 250 and MDC 251.
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• MDC 355: Introduction to Public Relations

  3.00 Credits

  West Chester University of Pennsylvania

  
  An introduction to the role of the public relations practitioner in the formation of public opinion. Communications theory will be combined with specific techniques for working with the press, producing printed material, and conducting special events. Prerequisite:    MDC 355 requires prerequisites of MDC 250 and MDC 251.
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• MDC 360: African American Culture and Communication

  3.00 Credits

  West Chester University of Pennsylvania

  
  African American communication explores the ways messages, verbal and non-verbal, produce, maintain, transform and repair reality for Black community members over the media and in interpersonal contexts. As such, the course explores the significance of discursive identity construction in over the media and in human interaction. We aim to develop intercultural communication competency in this subject area. We accomplish this as we examine the ways in which Black/African American identities have been discursively and socially constructed, sustained, problematized, celebrated, and enacted in media, institutional, and societal settings. The dynamic process of acquiring, managing and executing the rhetorical qualities, patterns of thinking, values, assumptions, and concepts which constitute subjective culture are explored. Prerequisite:    MDC 360 requires prerequisites of MDC 250 and MDC 251.
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• MDC 365: The Science and Media Connection: Producing and Communicating Science

  3.00 Credits

  West Chester University of Pennsylvania

  
  This course is intended to prepare students to make multimedia products about fundamental scientific phenomena which can be used to educate and teach others. Through both theoretical and practical approaches, students learn skills and concepts that will enable them to complete a series of science-based creative projects and apply these skills toward future use. Prerequisite:    MDC 365 requires a prerequisite of 60 credits.
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• MDC 370: Event Production Using Media

  3.00 Credits

  West Chester University of Pennsylvania

  
  Producing a large event requires strategic leadership to coordinate multiple stakeholders to achieve concrete goals. The media play a variety of roles in this complex production process. This course considers application of theory and research to the practical problems of envisioning and executing events on a larger scale using a variety of mediated forms in different supporting roles. Students learn how to make a persuasive pitch about media use to different audiences. Prerequisite:    MDC 370 requires prerequisites of MDC 250 and MDC 251.
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