Communicating with Consumers: The Basics of Marketing, Advertising, and Public Relations

Session:
I - June 28–July 16, 2021
II - July 20–August 6, 2021
Modality, Day & Time:
Monday–Friday; 9:10 –11:00 a.m. and 1:10–3:00 p.m. or 11:10 a.m. –1:00 p.m. and 3:10–5:00 p.m.

Instructor(s):
Juli Falkoff, Corey Liberman
Prerequisites:
This class is intended for current 10th, 11th, and 12th graders. Younger students should apply for Introduction to Marketing Communications.

“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  

Course Description

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 gather in the morning sessions for lecture and discussion while devoting the afternoon sessions to hands-on and group work. Students are required to create a new product and marketing plan to present to the class as their final projects.

Registration Guidance & Call Number(s)


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 Courses catalogue.

Session 1 Classes

  • Section 01 | Call Number: 10363
  • Section 02 | Call Number: 10364
  • Session 2 Classes

  • Section 03 | Call Number: 10365
  • Section 04 | Call Number: 10366
  • Further guidance on the registration process can be found here.

    Instructor(s)

    Juli Falkoff

    Juli Falkoff is an accomplished marketing executive, with expertise in brand management, strategy, and integrated communications. She has revitalized iconic consumer brands and launched innovative new products. Juli began her brand management career at Kraft General Foods in the Desserts Division on Jell-O Pudding and Baker’s Chocolate, followed by American Express. She then moved into marketing leadership roles at beverage companies Seagram, Schieffelin & Somerset, and Pernod Ricard, leading the marketing efforts on brands including Hennessy, Tanqueray, and Grand Marnier. Juli is also an Adjunct Professor in the Master of Science in Strategic Communication Program in the School of Professional Studies at Columbia University, teaching graduate level courses in marketing strategy and communications. Juli received her MBA in marketing and finance from the University of Chicago Booth School of Business and her BA in mathematics from Smith College.

    Corey Liberman

    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.  

    Back to the Course Guide

    Specific course detail such as 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.