Catalog 2021-2022

COM 388 Multicultural and Prosocial Strategic Communication

“For-profit” brands and companies have crossed-over to the traditionally “non-profit” territory, using their platforms in advertising and public relations (ADPR) to discuss social issues so as to promote social good and to achieve commercial success. This emerging market of prosocial consumers lead to changes in the practice of doing social good in ADPR. This demands our future ADPR practitioners to have the diversity/multicultural literacy that guides them to make appropriate and conscious decisions when applying multicultural and prosocial strategies. In this course, we will cover prosocial strategic decision-making, multicultural targeting/messages/markets, consumer diversity psychology, critical social issues, and related practices in ADPR.




COM 224