II. July 17–July 28, 2023
“I wasn’t expecting to have this much fun while learning and working. I feel more comfortable about expressing my ideas and plans.” – Ceren B. | Istanbul, Turkey
Have you ever wondered how companies make commercials, how many thousands of ads you see in a single day, why Procter & Gamble sells 12 brands of detergent, or why you buy what you buy?
This course answers these questions and many more as students explore the various strategies used by companies to communicate with the consumer. Through selected readings including marketing texts, case studies, and current news articles, students acquire a general background in marketing, advertising, and public relations.
Participants participate in lectures and discussions while also engaging in group work. Students are required to create a new product and marketing plan to present to the class as their final projects.
Please note, this course may have multiple classes being offered in a particular session. Students should only register for one class and with one call number.
To view detailed information on a particular offering, click on the call number to be directed to the Directory of Classes catalogue.
Further guidance on the registration process can be found here.
Gabrielle Gambrell is a communications, branding and media expert. She’s currently serving industry leading and award-winning sports, media, entertainment, consumer, technology and lifestyle brands, as well as talent and influencers. As both the first Black woman to hold her title, as well as the youngest since the College’s founding in 1889, Gambrell made history as Vice President and Head of Marketing & Communications at Barnard College of Columbia University, the most selective institution in the U.S. devoted to empowering extraordinary women. Serving as chief communications and chief marketing officer, Gambrell spearheaded the creation and implementation of marketing and communications campaigns attracting the brightest applicants, recruiting the best faculty and staff, motivating alumnae and donors, and furthering the College’s mission.
Executing sophisticated, robust and ambitious marketing communications tactics to promote and increase visibility and support strategic goals are Gambrell’s baseline strengths. She has led award-winning marketing, internal and external communications, events, and multimedia storytelling via digital, print, video, editorial, and creative design teams. Additionally, she has effectively led triumphant media relations and strategic crisis, news and issues communications.
She’s also a NYU faculty professor, where she teaches graduate-level courses in integrated marketing, digital and social media, media relations, corporate communications and more. Her career spans tenures at many world-renowned media giants, including Comcast NBCUniversal, CBS Corporation and ABC, all by the age of 27. Gambrell is a speaker and authority on diversity, equity and inclusion and career development. She’s a Board of Trustees member and honors alumna of Iona College (M.A., Sports & Entertainment Public Relations and B.A., Television, Video Production & Film), and received their Rising Star Award in 2018 for early-career achievements. Gambrell has been named to PRNEWS' 2020 list of Top Women in PR and PRWeek’s 2019 Hall of Femme as a Woman To Watch.
Corey Jay Liberman is an associate professor in the Department of Communication and Media Arts at Marymount Manhattan College. He earned his B.A. in communication from the University of Delaware and his M.A. and Ph.D. in communication from Rutgers University. He teaches courses in interpersonal communication, communication theory, group communication, organizational communication, persuasion, and communication networks, and has scholarly interests in both how employees communicate upward dissent to superiors and the role of persuasion in health campaigns. He recently coauthored the book Organizational Communication: Strategies for Success (2nd Ed) and edited the book Casing Persuasive Communication. In addition, he is working on two new texts: a coauthored book titled Risk and Crisis Communication: Communicating in a Disruptive Age and a coedited book titled Casing Risk and Crisis Communication. He is a member of the National Communication Association and the Eastern Communication Association, and is also the immediate past president of the New York State Communication Association.
Specific course details such as topics, activities, hours, and instructors are subject to change at the discretion of the University. Not all instructors listed for a course teach all sections of that course.