II - July 17–August 3, 2018
“I wasn’t expecting to have this much fun while learning and working. I feel more comfortable about expressing my ideas and plans.” — Ceren Basarir
Have you ever wondered how companies make commercials, how many thousands of ads you see in a single day, why Procter & Gamble sells 12 brands of detergent, or why you buy what you buy?
This course answers these questions and many more as students explore the various strategies used by companies to communicate with the consumer. Through selected readings including marketing texts, case studies, and current news articles, students acquire a general background in marketing, advertising, and public relations.
Participants gather in the morning sessions for lecture and discussion while devoting the afternoon sessions to hands-on and group work. Students are required to create a new product and marketing plan to present to the class as their final projects.
Robert Lee is Senior Vice President and Global Creative Director for Newsweek Media Group, overseeing all areas of the business from branded content to five verticals including the Newsweek website. He was the founder of HOWL GROUP in Brooklyn, NY, an advertising/design collective, and has served as Vice President, Creative Director, at Kenneth Cole, NY, and at Publicis, NY. Robert created the Capital One “What’s in your wallet?” national ad campaign, which has been running since 2001. He has worked with Donna Karan on her philanthropy, Urban Zen Foundation, and various brands including Ralph Lauren, Givenchy, Jimmy Choo, Justin Bieber Fragrances, Microsoft, BMW, Maserati, Usher Fragrances, Jennifer Fisher Jewelry, and Samuelsohn/Hickey Freeman suits. He has creative-directed editorially in magazine and art monograph formats for clients including Christopher Makos and MusicMusicMusic magazine and continues to do creative sidebars whenever his spirit moves him. Robert received his B.A. from Rutgers University.
Corey Jay Liberman is an associate professor in the Department of Communication and Media Arts at Marymount Manhattan College. He earned his B.A. in communication from the University of Delaware and his M.A. and Ph.D. in communication from Rutgers University. He teaches courses in interpersonal communication, communication theory, group communication, organizational communication, persuasion, and communication networks, and has scholarly interests in both how employees communicate upward dissent to superiors and the role of persuasion in health campaigns. He recently coauthored the book Organizational Communication: Strategies for Success (2nd Ed) and edited the book Casing Persuasive Communication. In addition, he is working on two new texts: a coauthored book titled Risk and Crisis Communication: Communicating in a Disruptive Age and a coedited book titled Casing Risk and Crisis Communication. He is a member of the National Communication Association and the Eastern Communication Association, and is also the immediate past president of the New York State Communication Association.
Daniel Petre is a consultant to Target 10, the leading LGBT marketing agency, in which capacity he advises a diverse number of clients including Bud Light, Starwood Hotels & Resorts, HBO, and a portfolio of Johnson & Johnson brands. He began his career at Publicis Worldwide and ascended to VP, Global Account Director, leading Procter & Gamble’s Vicks brand to become P&G’s 21st billion-dollar brand. For over a decade he has worked with some of the best and brightest marketers including Showtime, Pfizer, Reebok, UBS, and BMW while at Publicis and Dentsu’s McGarryBowen. Danny teaches in Columbia University’s School of Professional Studies, mentoring graduate students in the Communications Practice program. He has provided pro bono strategic communications consulting to the New York based non-profit Project Achieve and has served as a product advisor for Cannon Partners, a Silicon Valley venture capital firm developing innovation new technologies in advertising research. Danny holds an M.S. in strategic communications from Columbia University and a B.S. in marketing from Plymouth State University.