Course Objectives

• Learn how to apply concepts and practices of communication theory and contemporary mass media to the practical problems of global marketing communication.
• Develop strategies, tactics and skills to research, manage and evaluate campaigns supporting marketing objectives.
• Understand the many variations in human behaviour, cultures, politics, economies, and social structures and how they might affect the application of marketing strategies and campaigns in different countries and regions of the world.
• Qualify for an entry-level or middle-management marketing position in a company, service provider, organization, advertising agency, public relations agency or marketing firm.

Course materials are listed below. Please log in to view these items.

Course Comments

“I really enjoyed learning from Tobe & Otto- I am only sad we didn’t have more time.” Anon., Summer 2008

"I thoroughly enjoyed the professors, the class content and the field trips. A nice, overall, intergrated introduction to Global Marketing Communication." Anon., Summer 2007

"This course was interesting. Prof Lerbinger is an amazing professor I just wish we had more time with him. A great course to end the Summer program with." Anon., Summer 2006

Faculty

Dr Tobe Berkovitz is an Associate Professor of advertising at Boston University and has been a professor in the Department of Mass Communication, Advertising, and Public Relations for twenty-two years. He served as interim Dean and Associate Dean of the College of Communication and was the Director of the Advertising Program. Dr. Berkovitz teaches AdLab, Boston University's student operated advertising agency, Political Campaigning, and Video Advertising Campaigns. Professor Berkovitz has a B.F.A. and M.A. in theater from the University of Connecticut and a Ph.D. in Speech, Communication and Theater from Wayne State University in Detroit, Michigan. Professor Berkovitz specialises in political advertising. He has worked as a political media consultant since 1974 for senatorial, congressional, and presidential candidates. He has also provided political and media strategy for a wide range of organizations. A noted expert on advertising, politics, and the media, he appears regularly as a news analyst on television and radio.

Dr Otto Lerbinger holds a BA from City University of New York, Brooklyn College; PhD, Massachusetts Institute of Technology. Dr. Lerbinger's specialty is corporate affairs and communication theory. He is the author of The Crisis Manager: Facing Risk and Responsibility, Manager's Public Relations Handbook, Designs for Persuasive Communication, and Information, Influence, and Communication, as well as of numerous articles on public relations research. Former president of the Public Relations Society of America's New England chapter and former trustee of the Foundation for Public Relations Research and Education, Lerbinger was a recipient of the PRSA's Distinguished Educator Award, marking his dedication to education and public relations.

File Downloads

(Please log in to view/download the files)