June 30, 2024 July 12, 2024
Cal Poly - San Luis Obispo
Cal Poly SLO - San Luis Obispo, CA
Are you interested in the impact and design of digital public relations and advertising storytelling? From video commercials, content marketing, social media advertising, influencer marketing, to billboards and sponsorships — advertising and public relations messages are everywhere! This course is designed to provide students with an understanding about the marketplace of attention and create effective narratives of their own creation. Students will be exposed to higher level thinking as media consumers and have the opportunity to test their theories by designing and producing a strategic communications campaign, a video commercial, and social media content for a fictional client.
Meet your instructor
Dr. Casey McDonald-Liu
Digital Advertising & Social Media Cal Poly SLO
Dr. McDonald-Liu received her PhD from the College of Journalism and Mass Communications from the University of Florida; her Master of Art and Bachelor of Science from Brigham Young University. Casey McDonald-Liu is a recent PhD graduate from the University of Florida in strategic communications specializing in how organizations communicate to publics using a tonality similar to that of humans on social media.Learn more
Topics you'll explore
There are nine 3-hour class sessions over the two-week course. During week one, students have class from 9am-12pm, Monday - Friday. During the week two students have class from 9am-12pm Monday through Thursday. Wednesday afternoons are dedicated to additional academic time (excursions, speakers).