Choosing the right courses can be overwhelming, especially when you’re aiming for a career that blends creativity with strategic thinking. For students at the University of Michigan keen on diving into the world of Communication, particularly those with a creative mindset geared towards fields like Advertising, navigating the course catalog can feel like a quest in itself. As someone who has explored various paths within the Communication department at Michigan, I’ve curated this Michigan Course Guide to highlight some standout classes – a mix of courses I’ve personally benefited from and those I wish I had the chance to take. Consider this your insider look at classes that not only sound fascinating but also equip you with relevant skills for today’s dynamic industries.
AI in Human Communication (Comm 401 002)
The course description states: “This course will provide students with an overview of the ways in which artificial intelligence (AI) is being used to enhance and augment human communication. Students will learn about the history of AI, its current state, and potential applications in human communication. The course will cover a range of topics, including natural language processing (NLP), automated content generation, and the recognition and interface of human emotions. Through a combination of lectures, discussions, and hands-on exercises, students will gain a deeper understanding of AI and its potential to transform human communication.”
As a new offering, AI in Human Communication is incredibly timely. In an era where Artificial Intelligence is rapidly reshaping industries, understanding its impact on communication is crucial. This course seems designed to demystify AI and explore its practical applications in media and beyond. For anyone looking to stay ahead of the curve and understand how technology is interwoven with human interaction, this course is a forward-thinking choice. It’s especially relevant for those interested in the evolving landscape of media and advertising.
Trends in Consumer Culture (Comm 490 002)
The official description reads: “What are trends? How do trends shape consumer culture? What is the relationship between trends and the future? And how can corporations, consumers, and citizens use trends to anticipate, shape, and democratize the future? These questions will serve as a guide for our investigations this semester. Our class will examine the history of trends; investigate the methods and professional practices by which trends are identified, anticipated, and manufactured; and unravel the implications of a world that is dominated by trends. Students will also experiment with future forecasting techniques and will become practiced in identifying their own trends. Course materials will include a mix of journalism, criticism, business literature, popular culture, social media and ethnographic resources. By the course’s end, students should 1) develop a critical vocabulary for thinking about trends and the future; 2) feel comfortable utilizing basic futures thinking; 3) understand what a “democratic future” might entail and have developed ideas on how to enact it; and 4) improve their ability to research, think, and write about future and trend-related topics.”
Trends in Consumer Culture, a Capstone course for seniors, bridges academic theory with real-world marketing applications. Understanding consumer behavior is paramount in any career, especially marketing and advertising. This course delves into the mechanics of trends, exploring how they are identified, shaped, and utilized. The blend of theoretical frameworks with practical forecasting techniques makes this course exceptionally valuable for gaining a holistic view of consumer dynamics and future market trends. It’s a fantastic way to cap off your undergraduate studies with a future-oriented perspective.
Fashion and the Media (Comm 305 003)
The course description highlights: “This course introduces the critical study of fashion in media and culture. It provides a framework for studying how fashion, as a multi trillion-dollar global industry and a significant component of everyday life, helps structure social relations and functions as a site of identity construction. We develop theoretical, analytical, and methodological approaches to studying fashion and fashion media, drawing on interdisciplinary readings that place questions of identity and power in conversation with matters of representation, technology, the environment, labor, and the law.”
Fashion and the Media is often touted as a must-take course at Michigan, largely due to the instructor, Jimmy Draper. While I personally didn’t take this specific course with him, his classes are known for being insightful and engaging. This course critically examines fashion as a global industry and its profound impact on culture and identity. It’s not just about clothes; it’s about understanding the socio-cultural and economic forces at play within the fashion world and its representation in media. For anyone interested in media studies, cultural analysis, or even the business side of fashion, this course offers a unique and enriching perspective.
Social and Mobile Media Workshop: Urban Space and Urban Life (Comm 304 001)
The course is described as: “This 2-credit theory and methods workshop focuses on collecting and analyzing social and/or mobile media data about cities and everyday urban life. The course combines readings and discussion of scholarly texts with research activities and exercises that require students to engage with methods, tools, and best practices for ethical and responsible research on social and mobile media. This course is driven by students’ questions and interests regarding how we live in, understand, and design cities as well as students’ interests in learning how to collect and analyze social and mobile media content and platforms. Some of the topics covered in this class may include: gentrification, tourism, place branding, influencers, civic media, surveillance, environmental sensing, urban planning, and digital placemaking.”
This Social and Mobile Media Workshop stands out as a concise, two-credit course, which is somewhat unusual in the Communications department. Focusing on urban life through the lens of social and mobile media, it offers a hands-on approach to research and analysis. The course’s exploration of topics like gentrification, place branding, and digital placemaking, combined with practical skills in data collection and ethical research, makes it a valuable addition to any schedule. Its workshop format and focused hours per week make it easily integrable with other coursework while providing specialized knowledge in a rapidly evolving area.
Branding and Promotional Culture (Comm 305 007)
The course description poses key questions: “What is a brand? Why do brands matter? And what are the benefits and costs of promotional culture: the rise of a world where brands and other forms of promotion dominate? This class will take a variety of approaches to explore these questions. We will examine the rise of branding; investigate how brands are created, maintained, and damaged; and critically analyze the expansion of branding into an ever-widening area of social, political, and cultural contexts. By the end of the term, students will: 1) better understand the history and current practices of branding and promotion; 2) gain insight into the practices that go into developing, maintaining, and challenging brands; 3) develop critical insights into how branding and promotion affect them as citizens, consumers, and future media professionals; and 4) improve their ability to do research and write critically about the media and culture.”
Branding and Promotional Culture is a course I wish I had taken. In today’s world, understanding branding is essential, regardless of your career path. This course delves into the history, creation, and impact of brands on society and culture. Coupled with a course like Consumer Behavior, it would provide a robust understanding of marketing and consumer psychology. For aspiring marketers, advertisers, or anyone interested in the power of brands, this course is a must-consider for a comprehensive skill set.
Advertising (Comm 307 001)
The course description explains: “This course examines the role of advertising in shaping people’s preferences and behaviors, considering the conditions under which advertising can (and cannot) influence people’s decisions. The course will also address over-time changes in the use of advertising, as well as advertising across different platforms.”
Despite my focus on advertising, I regret not taking the Advertising course during my time at Michigan. For anyone serious about a career in Marketing, Advertising, or Public Relations, this course seems fundamental. It offers a focused look at how advertising works, its influence on consumer behavior, and its evolution across different media platforms. Gaining insights into the inner workings of advertising agencies and the strategic thinking behind campaigns would be incredibly beneficial for anyone entering these fields.
Introduction to Global Media (Comm 405 003)
The course description notes: “In recent years, the globalization of media has become a key issue of debate in many nations and cultures around the world. Yet, many discussions about globalization tend to obscure the often complex and contradictory relationships among global, national and local forces. In this course, we will critically examine the role that film, television, video games, and other media play in shaping our sense of global, national, and local cultures and identities. We will focus on the role of global media institutions in society and also examine how diverse audiences use global media to negotiate with issues of cultural identity in everyday life. The goal of this course is to introduce you to a broad range of issues that are stimulating research in the field of global media studies.”
Introduction to Global Media presents a crucial perspective in an increasingly interconnected world. Challenging the predominantly Western-centric curriculum, this course explores media from diverse cultural viewpoints. Understanding global media landscapes is vital for anyone working in communication, especially in fields that require international outreach or cultural sensitivity. It broadens your understanding of media’s role in shaping global identities and cultures, offering a more comprehensive and nuanced education.
Interface Analysis and Design (Comm 405 001)
The course description states: “Scholars argue that interfaces are not neutral and that designers must make explicit their choices about who their designs privilege. In this course, students critically analyze and create computer interfaces, paying particular attention to how technological designs participate in power dynamics. In the first assignment, students apply critical frameworks to new media interfaces to analyze what argument the interface makes and what audiences the interface privileges. In the second assignment, student teams define and describe an interface that they will create. In the final assignment, student teams create and design their own interfaces. The final project is accompanied by a group memo that explains their rhetorical choices.”
Interface Analysis and Design appears to be another new, and highly relevant, course offering. In a digital-first world, understanding interfaces and their impact is paramount. This course uniquely blends critical analysis with hands-on design, encouraging students to think about how technology and design choices influence user experience and power dynamics. While potentially more analytical than purely creative, the skills gained in critical thinking, design analysis, and interface creation are invaluable and highly sought after in today’s job market, making it a strong resume booster.
These course recommendations are just a starting point in your academic journey at the University of Michigan. To explore the full range of offerings and to build your own personalized Michigan course guide, be sure to visit the official course guide here! Each course offers unique insights and skills that can shape your future career. Take the time to discover what resonates with your interests and career aspirations within the vast and enriching Communications Department at Michigan.
-Kristina Gurgone, March 2023
