Consider the core disciplines of research, creative, distribution, advertising, publicity, and promotion as they apply to entertainment.

Focus on the development of strategic branding and communication for businesses focused on balancing purpose and profit. Explore components of brand identity and implementation as they relate to the success or failure of companies enacting social impact across a number of industries.

Identify, analyze, approach, manage, and measure business goals. Differentiate between attention and influence.

Engage with issues of diversity, political activism, public relations, and marketing communication through the lens of popular music.

Analyze how insights enhance decision making in advertising and public relations in areas such as campaign development, segmentation, positioning, product development, and promotion. Review advertising and public relations problems and processes in ways that will benefit from informed decision making.

Explore cultural critiques of the advertising and public relationship industry related to historical and contemporary challenges involving representation, systemic injustice, stereotypes, and social responsibility involving the Black American experience.

Explore cutting edge technologies that enable public relations and advertising professionals to better understand online conversations and audience behaviors. Examine how to recommend creative solutions for engaging key stakeholders. Determine how data, creative, and strategy intersect.

Explore the required skills to plan, capture, edit, and produce digital social media content.

Examine the required skills to plan, capture, edit, and produce 360 videos.

Examine the different roles within the entertainment business. Explore key industry terms, events, companies, and other entities. Survey vital entertainment news sources and publications, engaging press, and full campaign execution.

Explore a brief history and a contemporary look at social issues in advertising and public relations in New York. Discuss corporate and social responsibility, social issues in personal and influencer branding, strategic communication for advancing social change, and crisis communication spanning the contexts of organizational and global crises. Examine how social issues come to bear on advertising and PR in specific industries that are an integral part of the New York market, including healthcare, fashion, non-profits, and finance.

Examine the core principles of designing, implementing, and reporting an applied research project. Discuss conceptual development, literature review, research design, ethical considerations, and fieldwork skills.