In a time in which knowledge about world events and people comes largely through mass media, there is an increasing need for business professionals to understand the global, social, political, and cultural impact of its various forms. This program prepares students and professionals for the ever-changing media environment and redefines the boundaries of what communication is and how it works.
- Understand how strategic communications support business objectives using modern communication and media techniques
- Gain an understanding of communication and media studies with a focus on the humanistic aspects of media and its impact on society
- Develop and execute complex integrated communications plans
- Gain a competitive edge in the global job market with an internship in a U.S. company
Who Should Attend
The Certificate Program in Media & Global Communications is designed for those who wish to enter or enhance their careers in marketing, advertising, public relations, journalism, human resources, corporate communications, or sales.
To earn a certificate at UCI Division of Continuing Education, students must complete all required courses with a grade of “C” or better.
Gain an overview of the American higher educational system and develop the academic skills necessary to ensure your success in an ACP.
Understand American business culture, sharpen your communication, presentation, and writing skills, learn professional etiquette, and improve your business English.
Learn about the broad range of activities associated with the globalization of media production, distribution, and reception, including the relationship between local and national identities and the emergence of a ‘global culture’. Examine channels of communication and how they impact economies, politics, and culture, as well as the context in which information is received, interpreted, and understood. Also, study the use and reception of technological innovations and its impact on the media.
Examine the ethical concepts, behaviors, practices and challenges relevant to the planning and implementing of a marketing practice. Learn how to conduct a competitive analysis, market research, and implement the plan to meet performance expectation while being aligned with corporate values and culture.
Learn to develop and execute a strategic crisis communication plan. Develop the skills and tools necessary to present information to the media, write press releases and work with media outlets. Through case studies, you will explore strategies for minimizing risk, creating a crisis plan, and leveraging social media to educate and update the public.
Explore the theories, strategies, and tactics used in public relations programs for corporate, governmental and nonprofit institutions. Learn to identify and reach specific internal and external target audiences through different media channels such as print (advertising and direct mail), broadcast media (public service announcements, and local, national, and international news), and electronic media (press releases and the web), while preparing a comprehensive public relations portfolio.
Examine the role of advertising in a free market economy and its place in mass communications. Learn to analyze advertising perspectives, develop marketing and advertising strategies, integrate advertising with other elements of the communications mix, and create advertisements and commercials. Study the cultural impact of advertising as well as new industry trends and techniques.
Develop a social media strategy and gain a complete understanding of the POST (people, objectives, strategy, and technology) process. Learn effective audience profiling techniques using technographics and social computing behaviors. Explore cohesive strategies that integrate social media into sound business practices and methodologies for implementing social media channels to achieve organizational business and brand objectives.
Learn the theories, concepts, strategies, and processes of persuasion and social influence as applied to both interpersonal persuasion and communication campaigns. Focus on the theories and research evidence underlying the process of persuasion, the factors impacting its effectiveness, and learn to critically evaluate its social influence in the communications discipline.
Integrate and apply the knowledge and concepts learned in the program in a comprehensive manner in this capstone course. You will be challenged in the opportunity to assess the impact of your educational experience on your ethical perspectives and critical thinking skills. Also, reflect on and evaluate personal and professional growth in the study of communication and the impact of these elements in this career field.
As an optional last course and for an additional fee of $2,400, you have the opportunity to apply academic theory and gain practical experience in a variety of businesses and industries for up to three months. A research project provides additional training. Also included in the internship is the Résumé Writing and Interviewing Skills workshop.