Communicating with Consumers: The Basics of Marketing, Advertising, and Public Relations

Level:
Open to students entering grades 11 or 12 or freshman year of college in the fall
Session:
I - June 25–July 13, 2018
II - July 17–August 3, 2018
Days & Time:
Monday–Friday, 9:10 –11:00 a.m. and 1:10–3:00 p.m.
Teacher(s):
Leslie Levin, Corey Liberman, Daniel Petre

“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

Course Description

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.

Teacher(s)

Leslie Levin

Leslie Levin is an associate professor of marketing at Marymount Manhattan College, where she teaches marketing, advertising, and consumer behavior. Prior to teaching, Levin worked in both corporate and nonprofit organizations including the former Bristol-Myers, Lever Brothers, and Burson-Marsteller Public Relations. Her research includes a book on Spanish drama as well as articles for marketing and communication journals.

Levin received a B.A. from Goucher College, an M.B.A. from Columbia University, and a Ph.D. in hispanic studies from Brown University.

Corey Liberman

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

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. 

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Specific course detail such as hours and instructors are subject to change at the discretion of the University. Not all instructors listed for a course teach all sections of that course.