School of Journalism & Mass Communication

Florida International University

Department of Advertising & Public Relations

MMC 6416

The Literature of Integrated Communications

Summer 2001

Coordinator: Patricia B. Rose

Office: ACII -326

Office Hours: Wednesday: 14:00-16:00

Thursday: 14:00 - 16:00

Or: by Appointment

Phone: (O) 305 - 919-5777

(H) 305 - 513-0455

e-mail: rosep@fiu.edu

Catalogue Description

Survey of current and important literature in the field of integrated communications and its importance and application for ICAP managers. Permission of the instructor.

Objectives

By the end of the course, students should be cognizant of the important theories, models, practices, and challenges in the field of Integrated Communications. Students should be able to apply these against a current communications problem.

Course

A series of readings, discussions, and synthesis of current literature in the field.

Students will meet every three or four weeks for in-depth discussions of three of the four assigned books for that session. One or two additional round-table discussions may be scheduled. During a fifteen-week semester, students will have read a minimum of 10 different books.

Final paper to be assigned based on current communication's problem and student interest. Topic must be approved by professor of record.

Grading

Departmental grammar/spelling policy: Outside of in-class test situations, all work found to have six or more errors will automatically earn one full letter grade less for the assignment.

Book discussions

Participation as well as summary & questions for each book 60%

Paper

Synthesis of at least five readings and their applicability

to a specific problem 40%

Total 100%

Note: Due to the participatory nature of this class, attendance is mandatory.

Participation/Summary/Questions Guidelines

Each student, in addition to reading the books for each season, must

a) E-mail, at least 24 hours in advance of the class, two questions that you think tie together at the books.

b) Bring to class a short (three page, double spaced) report on one of the books (to be agreed with the instructor, in advance, via email) summarizing the main communication messages of the book.

c) Participation entails more than being present. You are expected to be able to comment on each of the books, understand how the books impacts on this field, and be able to relate the readings to other courses, current events, your work situations, etc.

Paper Guidelines

To be discussed at first meeting - TBD

Texts

Adams & Martinson group of books: Meeting - TBD, SJMC Conference Room (read the following three books)

Bok, Sissela, Mayhem: Violence as Public Entertainment, Perseus Books, 1999.

Ewen, Stuart, PR! A Social History of Spin, Basic Books, A Division of Harper Collins, 1996.

McChesney, Robert. Rich Media, Poor Democracy: Communication Politics in Dubious Times. The History of Communication, University of Illinois Press, 1999.

Rose & Donnelly group of books: Meeting – TBD

Johnson, Spencer, M.D. Who Moved My Cheese? Putnam Publishing Groups, 1996.

Kao, J. Jamming: The Art & Discipline of Business Creativity, Harper Business, NY 1996.

Gladwell, Malcome, The Tipping Point, Little, Brown and Company, 2000.

Underhill, Paco. Why We Buy, Touchstone, 1999.

Ahles & Rose group of books: Meeting - TBA

Kotler, Philip. Kotler on Marketing: How to create, win, and dominate markets. The Free Press. 1999

Morgan, A., Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, John Wiley & Sons, 1999.

Trout, J. and Rikkin, S. The New Positioning, McGraw-Hill, N.Y. 1996.