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

Open to students entering grades 11 or 12 or freshman year of college in the fall
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.
Juli Falkoff, Robert Lee, Corey Liberman

“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.


Juli Falkoff

Juli Falkoff is an accomplished marketing executive, with expertise in brand management, strategy, and integrated communications. She has built brands across a variety of industries, including spirits, food, luxury goods, financial services, and retail, revitalizing iconic brands and launching innovative new products. As Senior Vice President, Product Group Director at Schieffelin & Somerset, Falkoff led the revitalization of major spirit brands Hennessy Cognac, Grand Marnier, and Tanqueray, with responsibility for all aspects of marketing strategy, programming, and brand management. Falkoff drove the rejuvenation of these mature brands during her tenure, pioneering innovative integrated marketing strategies and achieving unprecedented growth. She received her M.B.A. in marketing and finance from the University of Chicago Booth School of Business and a B.A. in mathematics from Smith College.

Robert Lee

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 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.  

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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.