Arcadia University Department of Media & Communications

M.A. International Public Relations Course Descriptions

Communication Courses (CM)

CM 417 International Public Relations (3 credits)

This course is a study of principles and practices of public relations and the rhetorical concerns of oral and written communication. It surveys strategies, “packaging,” layout and evaluation for various audiences. It emphasizes writing in every stage. It provides introductory preparation for public relations careers as well as general background in communications. It includes guest lecturers, frequent short writing assignments and an individual project.

CM 435 Organizational Cultures (3 credits)

This survey of organizations as cultures emphasizes the emerging and established cultures that transcend and incorporate formal structures between groups and individuals. Special emphasis is on diversity in workplace democracy, corporate contexts, and structural and linguistics practices. The course utilizes case studies in studies of organizational cultures, observation, and interpretation and analysis through reading and working with organizations. It provides a balanced consideration of various methodologies in the study of cultures. Individual and group work is emphasized.

CM 503 New Media Marketing (3 credits)

This course utilizes potential uses of new media, including the Internet, digital media, and presentation techniques over the World Wide Web. It develops strategies for successful utilization of the social media, including Twitter, blogs, and Web pages. Emerging patterns of customer use and corporate relations also are explored.

CM 504 Event Management (3 credits)

This course provides comprehensive understanding of the modern event industry and prepares professionals to build their careers in a large field that includes special events, meetings, tradeshows, entertainment, festival management, theater management, and fundraising. The course facilitates theoretical knowledge on managing teamwork, organizing meetings, and completing individual and team tasks on time. Completing this course enables students to work on managing medium- to high-profile gatherings, planning promotional parties to launch new products/ messages, or organizing shareholder events.

CM 509 Communication Law and Ethics (3 credits)

This course covers copyright and trademark law, as well as law related to corporate speech, First Amendment law, defamation, privacy and right to personality. Patent Laws and ownership issues are covered, as well as comprehensive study and application of the PRSA code of ethics.

CM 510 PR Research Strategies (3 credits)

This course covers communications applications source utilization, field research, including survey construction, focus groups, content analysis, statistical functions and data interpretation. It is a comprehensive approach to a variety of research methods is established for successful PR strategies.

CM 511 Crisis Communication (3 credits)

This course introduces students to crisis communication theory. Students learn application of theory by analyzing and critiquing famous crisis communication case studies. Theoretical lessons are reinforced through the addition of practical elements such as basic media training, mock press conference, environmental scanning, and issue management for a real organization. Learning is further synthesized by developing a crisis communication plan that applys the strategies and tactics covered.

CM 512 Image Management (3 credits)

This is an advanced course in media relations with a diverse set of approaches to determine the strengths and assets of organizations. It explores how popular, traditional and emerging media work to promote image of organizations. It covers non-profit, mid-size and large corporate strategies and also utilizes case studies for image management.

CM 513 Web Strategies/Direct to Consumer Strategies (3 credits)

This practical course develops strategies for using the Web and its technologies to enhance and protect the interest of small and large business establishments. The course is a rigorous workshop to explore and deploy the main assets of new technologies as well as avoiding the pitfalls of using them incorrectly. It follows a dynamic design to respond to the fast-changing and essential world of corporate media based on the Web. Exercises include using the existing tools, from analytics to content management systems, and from deliberate advertising strategies to using diverse media from blogs to Twitter in order to use the new environment to the fullest extent for success in business.

CM 520 Strategic Media Planning and Evaluation (3 credits)

This course develops systematic approaches to the utilization of all media resources through evaluation, planning and assessment steps. It includes asset management, critical nodal points in organizations, resource assessment, goals of the media campaign, and execution of strategic plans.

CM 526 Internship in Public Relations (3 credits)

This course is 100 hours of work plus a comprehensive report on an internship in public relations or health communications organizations. Effective goals assessment and work place performance are essential.

CM 670 Master’s Project in International Public Relations (3 credits)

A comprehensive master’s project in public relations is developed under the guidance of a faculty member and presented in front of a campus group as well as on a Web page.

CM 689 Internship in Health Communication (3 credits)

This course is 100 hours of work plus a comprehensive report on an internship in Health Communications organizations. Effective goals assessment and work place performance are essential.

CM 690 Master’s Thesis in Health Communication (3 credits)

A comprehensive master’s project in health communication is developed under the guidance of a faculty member and presented in front of a campus group as well as on a Web page.


Business Courses (BA) 

BA 603 Contemporary Issues in Leadership (3 credits)

This course studies the role that leadership plays in organizational success with a focus on the importance of emotional intelligence in inspiring and motivating others. It explores the neuroscience research on the role of emotions in leadership behavior and examines different organizational structures and frameworks with a focus on how leadership adapts to be successful in different organizations. There is a significant focus on individual leadership where students identify their own leadership aspirations, behaviors and styles.


English Courses (EN) 

EN 416 Writing for the Health Industry (3 credits)

This is an intensive writing workshop giving students an overview of the health-care communications field. It familiarizes students with research tools (including online databases), interview techniques, and the integration of graphics to enhance text. It develops an understanding of audience and an appreciation for the knowledge-base of the intended reader. It covers the writing and editing of peer-reviewed technical journal articles as well as marketing materials, press releases, newsletter articles, feature and advertising copy.


Public Health Courses (PBH and PBHE) 

PBH 530 Theories and Principles of Health Behavior and Health Education (3 credits)

This course introduces concepts, theories, and methods employed by behavioral scientists to develop, implement, and evaluate public health interventions. An overview of psychosocial factors related to health and illness behavior, models of health beliefs and behavior, strategies for health behavior change at the individual, group, and community level is presented. Emphasis is on the theoretical perspective and how theory can be applied to the design and assessment of public health and health promotion programs and interventions.

PBH 630 Program Planning and Evaluation for Health Professionals (3 credits)

This course focuses on the design, implementation, evaluation, and critique of health promotion programs designed to change health behavior. It emphasizes the systematic process including conceptual framework, audience research, strategic design, message development, pretesting, materials production, developing and implementing a distribution plan, as well as monitoring, and evaluation.

PBH 501 Social Determinants of Health and Disease (3 credits)

This course is a survey of the dimensions of health and disease from three perspectives: the U.S. historical experience with health and disease; the social context of health and illness, including the health-care system and policy issues; and choices in healing, integrating conventional and complementary therapies.

PBH 587 Global Health Communication* (3 credits)

This course provides the student with the opportunity to demonstrate how to use communication in public health interventions. This course is based on the premise: “You Cannot Not Communicate!” Communication occurs through a variety of channels including intrapersonal, interpersonal, group and mass mediated. The course examines how communication is used in public health fields.

*Pending approval.