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Apr 18, 2024
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JRMC 000/5230 - Readings in Advertising & Branding (3 cr.)
Description
This course aims to introduce graduate students pursuing their masters in journalism and mass communication to selective hot topics for research in Advertising and Branding. Three recent and most cited articles are chosen to guide the discussion and explore the literature, the methodologies, and the research agenda related to the topic. The discussion compares the author’s approach (s) of each of the three articles and the style they chose to present their contentions. A special focus on the research agendas as they open up new realms for the students to pursue a topic for their thesis. Beyond the deep-dive in the selected topics, this course also aims to review and expand the students’ horizons in how the literature reviews can be different depending on the type of article. We will explore, by example, how methodologies are formulated, data is collected, analyzed, and presented, how insights are gleaned and discussed, and how research agendas are developed and staged. Finally, the students will be drilled to formulate an idea for a research paper based on the topic studied.
When Offered
Fall and Spring if the need arises
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