Academics Overview

Organizations are created through the process of communication, whether in the form of verbal agreements, written policies or enacted behaviors. As a result, organizational communication is highly interdisciplinary. It is inextricably linked to management, sociology, psychology and organizational behavior.

Managing Communication is about the process of understanding the systems, structures and processes that are integral to creating and maintaining organizations. This survey course will work through a model of organizational design to touch on a wide variety of the macro-level areas of the field of organizational communication, including the organizational structure, partnerships, networks, teams, culture and reward systems.

An understanding of research methods is essential to successfully navigate the current professional business world. In this course we consider research from both a qualitative and quantitative perspective.

The course is designed around the principle that the best way to learn is via doing. Each week students apply the instructional materials to a range of problems simulating real-world scenarios. The course presents a range of methodological approaches, and multiple opportunities are provided to tailor the assignments to student personal interests.

Throughout this course, you will learn how to think critically about research by asking good questions and applying rigorous methods and models to data. You will also practice using research to answer business questions. As industries become increasingly competitive, organizations are relying more and more on data to make more informed decisions. This reality requires individuals who understand not only how to interpret data, but how research can be designed to optimize the quality of research findings.

This course has been designed to provide you with grounding in the overall process of research design, to build your competence as a communicator of complex research findings, as well as to help you gain practical skills in some of the most common research methods.You will have the opportunity to learn course concepts through the development of a marketing research project for a client. Throughout the semester you will work with a team and use research to answer your client’s questions and provide recommendations. The final product will be presented to your clients.

In this course you will engage in detailed research-orientated examination of a topic. Topic selection is guided via a discussion with your instructor to design an achievable research goal that fulfills the goals of the program and your goals as an individual.

This course serves as the capstone experience of the program and as such is oriented to allow you to produce your best work while demonstrating what you have learned in the program. Due to the individually tailored and student-oriented research projects, each student engages in very different work, which results in very different final deliverables.

Communication in Work Settings focuses on internal communication topics (e, g., manager-employee and peer communication). Equal emphasis is placed on theoretical understanding and practical applications.

A strong theoretical foundation is required to ensure that decisions about communication practices are based on sound research rather than popularized myths. That is, how is a concept studied by academics and why do we want to build/test theories about the concept? Concomitantly, how is the concept treated by practitioners and consultants? Your (future) employers are counting on you to be able to collect and evaluate the most recent research about topics that they are concerned about. Topics covered include: foundations of organizational communication and competencies; leadership, delegation and coaching; destructive workplace communication – workplace bullying and incivility; employee engagement and building trust; emotions in the workplace; organizational culture.

The context of the class is the organization and the role communication plays in developing and implementing business strategy. Students assess and make recommendations on live organizational change projects. Course pulls from corporate case studies as well as current theory.

Topics include business strategy, the role of the change agent, change models and their application, building ad-free brand communities, power, organizational politics and leadership. Students practice using change management tools and techniques while assessing organizational change efforts from both a theoretical and practical perspective. This course prepares students to lead change within the reality of today’s modern organizations.

Successful creative campaigns communicate consumer benefits in simple, unexpected and compelling ways. This course provides an overview and application of marketing communication principles and strategies. It focuses on key concepts and frameworks for creating and managing an integrated marketing communication plan.

Topics will include situation analysis, consumer research, branding, campaign objectives, creative strategy, promotion strategy, media strategy, and campaign management and evaluation. Special attention will be given to social media and other current trends and innovations.

In an increasingly saturated digital environment, with shifting patterns of media consumption and new modes of communication, today’s marketing and communication practitioners must possess an understanding of these forces and be able to apply communication constructs in new and innovative ways.

This course is designed to provide students with critical perspectives about new media technologies, social marketing communication and consumer behaviors online. In addition to evaluating theories and observing brand interactions online, students are provided with opportunities to gain practical, hands-on experience in creating online elements as part of digital marketing campaigns.

Markets are becoming more and more intertwined, and it has become imperative for all entities to analyze their consumers and their competitive landscape in global terms. The ability to effectively do so provides a key competitive advantage to create, capture and deliver value in an evolving global landscape.

This course provides participants analytical tools to identify the challenges and opportunities in the global marketplace. The analysis draws on relevant interdisciplinary theoretical frameworks as well as practical applications from case studies to bridge the gap between theory and practice utilizing lectures, articles and industry reports.

Throughout this course, you will learn how to think critically about research by asking good questions and applying rigorous methods and models to data. You will also practice using research to answer business questions. As industries become increasingly competitive, organizations are relying more and more on data to make more informed decisions. This reality requires individuals who understand not only how to interpret data, but how research can be designed to optimize the quality of research findings.

This course has been designed to provide you with grounding in the overall process of research design, to build your competence as a communicator of complex research findings, as well as to help you gain practical skills in some of the most common research methods.You will have the opportunity to learn course concepts through the development of a marketing research project for a client. Throughout the semester you will work with a team and use research to answer your client’s questions and provide recommendations. The final product will be presented to your clients.

Practical and theoretical survey of the public relations profession as it is currently practiced, focusing on its key role in today's information-based society. The course provides a social/contextual backdrop for further study of the field. Emphasis is places on strategic problem solving skills rather than tactical execution.

In this course you will learn to paraphrase the dynamic changes the public relations profession currently experiences and include your prediction regarding the near future of the profession, explain the meaning of strategy in the public relations context; develop and illustrate an analysis of current news events, utilizing critical thinking; deconstruction and present a campaign plan by applying strategic planning principles; construct and present a campaign plan that is based on research, strategy and actionable insights.

Specialized writing for persuasive and strategic communication contexts. Intensive focus on public relations writing for print, online, broadcast and social media. Through in-class assignments and homework, students will learn to organize and plan their writing both with and without deadline pressure. Some assignments will cover the essentials of news and the basic building blocks of providing information; others will include elements designed to provide insight for specific writing styles for print, online and broadcast media, as well as copy for brochures, newsletters and social media.

This course is designed to provide students with practical writing experience. Special emphasis is placed on composing materials for a variety of audiences and an array of assignments. Through writing drills—many of them timed, to replicate the pace of today’s business world—and evaluation of one another’s work, students will learn to write more effectively; that is, to ensure that the intended audience not only pays attention but is persuaded to take action, whether it be to vote for a candidate, donate to a cause, purchase a product or foster understanding of an issue.

MCM grad student directs his career toward public service

For Pete LuPiba, duty, honor and commitment are more than just words. They represent his moral compass as a father, member of the armed forces and career professional. Having served a 10-month tour of duty in Iraq, the communications director for the Ohio Office of Budget and Management has now focused his career on fighting against discrimination, harassment and inequality in the workplace as a public servant.

His personal values have led him down a path of service to others — first with his military experience overseas, followed by the resolve and dedication required to spend hours studying so he could accomplish his post-Navy career goals.

Transitioning from the military to civilian life

After completing his time in the U.S. Navy, Pete found himself ready for a new challenge. Trading his uniform for business casual only required a change in scenery, since his military structure and discipline paired well with the focus, flexibility and encouragement he found in the USC Annenberg Master of Communication Management (MCM) online program.

“It was tough, due to the day job and a newly arrived child — my first,” Pete said. “However, the classwork was easy to manage and the tech platforms easy to navigate.”

Although Pete’s path toward success has been full of unexpected twists and turns, his USC education exposed him to real-world learning that would help shape his perception of public administration and media awareness.

“There were three courses that allowed me to take on the rocky road of high-pressure meetings, constantly evolving priorities and numerous key stakeholders,” Pete said. Under this coursework — including CMGT 508: Communicating Strategy and Change, CMGT 510: Communication, Values, Attitudes and Behavior, and CMGT 587: Audience Analysis — Pete was able to align his career goals into a broader perspective which could serve the greater good while also adhering to his personal standards of excellence.

By the time Pete was ready to graduate, all the hours studying had paid off. The academic rigor, backed by the faculty’s real-world experience, gave him the knowledge and skills needed to propel his career forward. There was another unexpected benefit to be gained from his USC education.

Pete's experience at USC afforded him the opportunity to receive guidance from which he could prepare himself for career enhancement and advancement. “From my vantage point, MCM also became a public administration training ground,” Pete said.

With stewardship from a highly-experienced faculty, he was able to combine his real-world perspective with a Capstone experience which continues to facilitate his long-term career goals.

Online learning creates opportunities for professional growth

For many professionals, balancing a family and social life with earning a master’s degree requires time management and dedication. That’s why, at USC, students are guided every step of the way by internationally respected faculty, a dedicated curriculum and technological expertise that supports learner success.

There was more to the challenge than staying motivated. Fitting his education into his schedule required Pete to focus on time management, strategic thought and coordination with classmates who were in a similar position — qualities that are increasingly important in today’s job market as remote work increases.

“Project collaboration and strategic planning proved absolutely essential,” Pete said. "And I use these skills beyond the workday schedule as the founder of the Purple Star Award for military-friendly schools.” The Purple Star Award is a designation conferred on Ohio schools that demonstrate a significant commitment to students and families connected to our nation's military.

A continuing tradition of service

Service to others is a lifelong mission for Pete — one the USC MCM program helped him continue. “I was promoted and recruited to deputy director at the Ohio Office of Budget and Management,” Pete said. “I now plan to stay in state government and public service.”

“From 10 months in Iraq with the armed forces and two years at the USC Annenberg [School for Communication and Journalism],” Pete understands the importance of strategy development and goal-setting to help achieve results— at both an individual and organizational level.

Even with so much on his schedule, Pete continues to find a way to give back to his community while making a difference for those who bravely served. He also reflects on his experience to help provide guidance and reassurance to those who seek to follow a similar path in mass communication and media relations.

“Whether you are just out of undergrad or like me — someone who was out the door for 12 years — this degree and the learning that happens up until graduation day is essential for the marketplace of instantaneous news and communications.”

MCM Prepares Graduate to Steer Disney’s Digital Customer Experience

In 2012, Andrew Santelli realized his ambition had outgrown his skill set. He was working as a communications specialist for Disney Cruise Line, but he wanted to prepare to address a wider range of emerging, complex issues with more informed strategy. That’s why he decided to earn his Master of Communication Management degree. He saw it as a focused opportunity to advance his skills and become an expert communications leader.

“I knew that to advance in my career and, beyond that, to get involved in the kind of strategic communications I wanted to get involved in, I would have to get more experience providing the answers to difficult communications questions,” Andrew said.

A lot has changed since then. Now Andrew serves as the chief of staff for the digital guest experience at Disney Parks & Resorts Digital, working with executive leadership to refine storytelling for organization stakeholders. He leads internal communications, connecting offices across the globe. Earning his degree served as the catalyst to leadership he sought.

“If you’re interested in expanding your capabilities and putting more tools into your toolbox, then the Master of Communication Management is a great opportunity to pursue those interests and, with the help of your fellow students and the faculty, set yourself up for future opportunities,” Andrew said.

A Sounding Board for Communications Strategy

Because Andrew narrowly defined his career goal, he ruled out general degrees like a Master of Communications or a Master of Business Administration. He said it was the blended curriculum of the Master of Communication Management that first drew him to the degree, and the University of Southern California’s distinguished reputation inspired him to enroll.

“I liked the fact that USC has a great reputation in the communications and PR world,” Andrew said. “But also, I liked how rigorous the program was. It was the same quality and coursework as the on-campus program, just delivered differently.”

That difference in delivery turned out to be a game-changer that had a positive impact on Andrew’s development as a communications expert.

“Your classmates are sounding boards for workplace strategies,” Andrew said. “They absolutely become strong partners for your academic work who help you learn how to execute in your career.”

Heightened Confidence and Advanced Communications Skills

Between holding strategic discussions with diversely experienced students and faculty members and conducting original research and investigative group work, Andrew said he graduated with the refined communication management skills that initially sparked his interest in the degree.

“I put a lot more tools in my toolbox in terms of developing communication strategies, how to steer staff through change management, how to prioritize communications for different stakeholders and how to integrate communications among stakeholders,” Andrew said.

Now a graduate equipped with leadership skills to own his strategic process, he said he also discovered new confidence that helps him manage his team of digital producers who are tasked with enhancing digital products. In this way, earning his degree led to advancement within his company. It also led to another form of unexpected satisfaction.

“I think there was a special sense of pride, different from an undergraduate graduation,” Andrew said. “Earning my Master of Communication Management was more about feeling a sense of accomplishment.”