> Courses > 2019-2020

Classes

Classes are designed to challenge your thinking and develop your professional skills. You’ll leave each class with a unique set of tools to approach new communications challenges.

Tailor your experience to your career goals by focusing on one of eight areas of specialization. Use the search widget below to sort classes by quarter, specialization, instructor and degree track for each quarter. Get a comprehensive view of the full academic year in our Course Guide.

View the University of Washington Academic Calendar for important dates, including quarter start and end dates, registration dates and deadlines, and campus holidays.

Registration numbers (SLNs) are located on the Time Schedule. Please read the Department’s statement on internet resource requirements for access to courses.

COMMLD 537: Principles of Storytelling for Organizations, Business, and Movements

(

Kessler

)

- 2019-2020 | Winter

Track Neutral Elective
Saturdays, 1/11, 1/25, 2/8, 2/22, 3/7, 9:00am-5:00pm | CMU 126

Course Description:

Thinking Story is a foundational class that focuses on the art and craft of nonfiction storytelling to communicate ideas and emotion, build relationships and community, promote change and inspire action. The class reflects the need in all sectors for superb storytelling. The class explores, investigates and discusses the elements of narrative — what makes a story a story – and looks at examples of nonfiction storytelling across media (text, sound, still image, moving image and multimedia combinations). This platform-agnostic, birds-eye view of story is about learning how to reframe/ reconceptualize “information” and “report” as story, how to locate the small story that illuminates the larger issue, and what it takes to produce such work. At its heart, the class is about learning how to conceptualize issues, topics, brands, and ideas as narratives. Students will learn to “think story,” to pinpoint, pitch and gather material for the production of original, compelling and persuasive content.

Student Testimonial:

“Storytelling is THE foundational skill every student must have a deep understanding of in order to succeed in the Comm. Lead program. Take this course if you want to learn how to craft a captivating story, if you want to be challenged, and if you want to improve as a writer, researcher, and interviewer. Thinking Story shows students how much thought is required to create an entertaining, purposeful, and persuasive story. The assigned reading, viewing, and listening materials are a combination of interesting examples of storytelling and long form nonfiction, intended to introduce students to the idea that humans are “wired for story.” Each assignment builds on the next, leading up to the final deliverable, a storyboard of the narrative you researched and developed all quarter. Professor Kessler asks her students to choose topics that are important and of interest to them. The work you will produce in Thinking Story feels more like a passion project rather than tasks you must complete. I recommend this class for all students in the program!”

{ Expand Course Description + }

COMMLD 524: Copywriting Fundamentals for Marketing

(

Schiller

)

- 2019-2020 | Winter

Track Neutral Elective | 3 Credits
Sundays 1/12, 1/26, 2/9 | 9:00am-5:00pm | CMU 126

Course Description: 

This advanced marketing writing class is designed for students who can already write well, but want formal training in persuasive copywriting techniques – the kind that drive people to call, buy, join, or sign-­‐up. If you’ve ever agonized over finding just the right words to achieve your goals, this class is designed to get you there faster. It introduces some of the most effective and well-­‐tested methods used by professional storytellers to outsell and outrun the constantly changing market. Students will learn how to use techniques based in psychological research to get measurable lift in subject line open rates, landing page conversion rates, app store downloads, and more. Using a combination of readings, case studies and practical writing assignments students will learn the art and science of creating top-­‐performing marketing text.

Student Testimonial:

“This course was one of the most valuable classes I’ve taken while in the program. Carol ensured that the readings and assignments were directly applicable to our own careers and the ideas I brought back to my boss made me look great at work. I wondered if a full-day class about copywriting would be too long, but Carol’s lessons were lively and interesting, and I found that the day moved along very quickly. In short, I found this class to have tremendous value and I highly recommend it.”

{ Expand Course Description + }

COMMLD 535: Foundations of Audio Storytelling

(

Partnow

)

- 2019-2020 | Winter

Track Neutral Elective
Thursdays, 1/9-3/12 | 6:00-9:50pm | CMU 302

Course Description: 

Whether gathered around a radio in a living room or walking plugged in with headphones, the medium of audio storytelling has always offered the opportunity to build mindset-shifting community around content. This course traces the evolution of audio storytelling from radio to podcasting that links to communities for various purposes: to educate, to entertain, and to inspire action — and the new golden age of podcasting that we find ourselves in means that audio storytelling has the potential for broad reach and powerful impact. Consideration is given to the core characteristics of strong storytelling, observed through an auditory filter. Class materials are twinned with a selection of cross-sector guest speakers who bring their own craft perspective. Students will experiment with designing their own short audio pieces.

{ Expand Course Description + }

COMMLD 560: Communication for Change Management: Supporting People and Organizational Culture

(

Hall

)

- 2019-2020 | Autumn

MCCN Elective
Thursdays, 9/26-12/5 (no class 11/28) | 6:00-9:50pm | CMU 126

Course Description:

People and culture are the key driving forces to sustain and grow an organization. In this class students will be asked to participate in an action research case study on culture and people, and how to manage the two. As a leader in an organization, communication is key to manage vision and purpose. Students in this class will take their action research and apply it to their final project on implementing their case study into their organization, team, or a selected organization to add to their Human Resources strategic plan including leadership training to assist organizations in managing vision and purpose. Upon completing the course, students will be able to work with organizations in helping to implement trainings and programs to drive the people to drive the culture and manage it.

{ Expand Course Description + }

COMMLD 573: Listening and Leadership

(

Crofts

)

- 2019-2020 | Winter

Track Neutral Elective | 2 credits
First Session Monday 1/6; Tuesdays, 1/14-3/10 | 6:00-7:50pm | CMU 126

Course Description:

This course considers listening skills as a key leadership attribute when it comes to effective communication. The behaviors of a good listener are considered through a range of texts related to leadership, but with additional emphasis on audio programs showcasing the interview format where an interviewer’s ability to listen closely and empathically solicits strong connection and memorable storytelling. Foundations in Audio Story is the production course geared toward audiophiles at Comm Lead, whereas Listening and Leadership is for all Comm Lead students who are keen to hone their ability to listen as a critical career skill.

{ Expand Course Description + }

COMMLD 525: Brand Values and Creativity

(

Howard

)

- 2019-2020 | Winter

Track Neutral Elective
Tuesdays, 1/7-3/10 | 6:00-9:50pm | CMU 302

Course Description:

This course will take a close up look at corporate brand values in marketing communications today. Brand values should be timeless and unchanging, but in a constantly fluctuating business environment, is this goal even possible? While high volume video advertising and A/B testing is exploding, paradoxically, messaging of corporate brand values is oftentimes minimized. Marketing today is comprised of ever-changing algorithms, transactional communications, and confusing narratives.Should creativity play a bigger role in storytelling in today’s marketplace? Do customers even know what the companies they make purchases from actually stand for values-wise? Does it matter? How can companies still connect emotionally with consumers? Students will conceive of, research, shoot, edit, and create a marketing film for a company of their choice. All the while, they’ll be considering deeply how emotion, story, and marketing message function in a project that resonates with the consumer while also reinforcing a company’s belief system.

{ Expand Course Description + }

COMMLD 510: Decision Science and Content Strategy

(

Kabiri

)

- 2019-2020 | Winter

Track Neutral Elective
Thursdays, 1/9-3/12 | 6:00-9:50pm | CMU 232

Course Description:

This course introduces students to content strategy through the lens of Decision Science. Successful content requires solid decision-making by the professionals who create it. But it also relies on a firm understanding of audience decision-making, so that communications can effectively sway audience decisions. This course will explore the audience half of this equation. Students will be introduced to behavioral and social science principles that apply to decision-making, including heuristics, game theoretic models, network effects, institutional constraints, and cultural and social norms. The course will also include a market research component, to teach students how to uncover drivers of decision-making among their target audience. Finally, the course will pull it all together, guiding students as they apply these learnings in the creation of a content strategy proposal.

{ Expand Course Description + }

COMMLD 520: Analytics and Insights for Brands: Measuring Marketing Effectiveness

(

Rehfeldt

)

- 2019-2020 | Autumn

MCDM Elective | Meets Research Methods Core Requirement
Wednesdays | 6:00-9:50pm | CMU 126
Registration SLN: 12814

Course Description: 

This course will introduce students to the fundamentals of analytics and insights derived from marketing. We will look at data-driven marketing measurement including how to calculate the financial return of investment. We will compare and evaluate some of the tools and learn how to drive data-driven marketing through developing a marketing strategy. Finally, we will understand the marketing investment required to develop and operate a truly data-driven team. We will examine the latest debates, tools, technologies, and social channels and their implications for social media analytics. we will further explore each channel used in digital marketing including paid, owned, and earned; and end with an exercise in segmentation.

{ Expand Course Description + }

COMMLD 510: Content Marketing and Strategy for Communities

(

Weaver

)

- 2019-2020 | Autumn

MCCN Elective
Saturdays, 10/5, 10/19, 11/2, 11/16, 12/7 | 9:00am-5:00pm | CMU 302

Course Description:

This course focuses on the approach and implementation of marketing programs that encourage community building and engagement. The course starts with how to build a content strategy that supports the organization and its audiences as a foundation for content marketing. Building from strategy, we’ll explore best practices and tactics to create impactful campaigns and adaptable content for a variety of channels and platforms. Class work focuses on building brand storytelling, effective messaging, and models for optimizing and measuring digital marketing.

{ Expand Course Description + }

COMMLD 520: Communicating With Data

(

Fink

)

- 2019-2020 | Autumn

MCDM Elective
Tuesdays, 10/1-12/3 | 6:00-9:50pm | CMU 230

Course Description:

The world is growing increasingly reliant on collecting and analyzing data to inform colleagues and communities, to persuade them to take action and to help them make decisions. Because of this, the ability to communicate effectively with data is an important skill across nearly all disciplines. In this course, students will learn the foundations of visual analytics and build their skills in communicating using data. Throughout the term, we will explore concepts in decision-making, human perception, data analysis, storytelling and presenting as they apply to data-driven communication. Whether you’re an aspiring communications professional or data scientist, or you just want to learn effective ways of presenting data, this course will help you build a strong foundation in how to communicate with data and motivate people to  data.

{ Expand Course Description + }

COMMLD 530: Storytelling and Communication for Mission-Driven Organizations

(

Melograna

)

- 2019-2020 | Autumn

MCCN Elective | Meets Law and Ethics Core Requirement
Mondays, 9/30-12/2 | 6:00-9:50pm | CMU 126
Note: Due to the holiday the final class will be Monday, December 9.

Course Description:

Nonprofits, NGOs, campaigns and social enterprises are driven by their desire to make the world a better place. As their storytellers, our job is to make sure their messages reach the right audiences and recruit those audiences to the cause. Keeping in mind that mission-driven organizations will often work on complex issues involving vulnerable populations, our job is to pursue this work within an ethical framework that centers the concerns and desires of the people whom our clients serve. Upon completing the course, students will be able to work with mission-driven organizations as their primary storytellers.

{ Expand Course Description + }

COMMLD 531: Foundations of Video Storytelling

(

Keller

)

- 2019-2020 | Autumn

MCDM Elective
Thursdays, 9/26-12/5 (no class 11/28) | 6:00-9:50pm | CMU 302

Course Description:

This course focuses on the decisions we make when we tell our stories. This course is both theoretical and practical. Students will be afforded the skills to create and distribute video stories. Additionally, students will be expected to display critical thinking around point of view, audience targeting, ROI success criteria, methodology, and production standards.

 

{ Expand Course Description + }

COMMLD 560: Individualized Research

(

Philipsen

)

- 2019-2020 | Winter

Track Neutral Elective | Meets Research Methods Core Requirement
Meetings to be arranged between enrolled students and instructor
(application and add code required)

Course Description:

This course is designed for students who want to explore an area and develop a research project of their own. Students work individually in this class with the instructor, Dr. Gerry Philipsen, to develop a negotiated plan of work, involving the reading of important scholarly works in the area of study and the development of an individual creative project designed to enhance the student’s intellectual and practical development. The topics to choose from with Dr. Gerry Philipsen as the instructor/advisor are: Communication that enhances effectiveness in workplace teams, personal negotiation strategies and conflict management in the workplace, and beyond, and cultural and intergroup communication.

Submit your COMMLD independent study application.

{ Expand Course Description + }

COMMLD 524: Copywriting Fundamentals for Marketing

(

Schiller

)

- 2019-2020 | Autumn

Track Neutral Elective | 3 Credits
Saturdays 10/5, 10/19, 11/2 | 9:00am-5:00pm | CMU 126

Course Description: 

This advanced marketing writing class is designed for students who can already write well, but want formal training in persuasive copywriting techniques – the kind that drive people to call, buy, join, or sign-­‐up. If you’ve ever agonized over finding just the right words to achieve your goals, this class is designed to get you there faster. It introduces some of the most effective and well-­‐tested methods used by professional storytellers to outsell and outrun the constantly changing market. Students will learn how to use techniques based in psychological research to get measurable lift in subject line open rates, landing page conversion rates, app store downloads, and more. Using a combination of readings, case studies and practical writing assignments students will learn the art and science of creating top-­‐performing marketing text.

Student Testimonial:

“This course was one of the most valuable classes I’ve taken while in the program. Carol ensured that the readings and assignments were directly applicable to our own careers and the ideas I brought back to my boss made me look great at work. I wondered if a full-day class about copywriting would be too long, but Carol’s lessons were lively and interesting, and I found that the day moved along very quickly. In short, I found this class to have tremendous value and I highly recommend it.”

{ Expand Course Description + }

COMMLD 501: Leadership Through Story and Communities

(

Chang, Crofts

)

- 2019-2020 | Autumn

Required Core Course for MCDM and MCCN
Lecture: Saturdays, 9/28, 10/12, 10/26, 11/9, 12:00-1:50pm, SAV 260, and 11/23, 9:00-4:50pm, MGH 241
Sections: (By Assignment) Thursdays, 9/26, 10/10, 10/24, 11/7, 10:00-11:50am or 2:00-3:50pm, CMU 126
or Saturdays, 9/28, 10/12, 10/26, 11/9, 9:30-11:20am, SAV 162 or SAV 168, or 2:30-4:20pm, SAV 168

Course Description:

The Comm Lead core classes are designed to build off one another, with the Fall core class focused on personal narrative and leadership styles, with the Spring core class opening the aperture on narrative to include organizational storytelling and engagement. Both classes are also designed to set expectations and behaviors for a fruitful graduate school experience that encourages students to take accountability for their own learning, to see themselves as creatives, as leaders, and as entrepreneurial thinkers whose evolving expertise serves not just their own professional growth, but the wellbeing of their greater community at large.

This foundational class considers personal leadership development through the two lenses of story and community, with particular attention paid to the Declaration of Communication Leadership. In this digital age when the technology of communication is so pervasive and accessible for many, leadership and story go hand in hand to produce strong community engagement in the service a more equitable and just world. One’s personal history and cultural context influence one’s leadership style, so using cross-sector profiles and guest speakers, we will carefully consider a range of leaders, their personal narratives, communication styles, and how they connect meaningfully to customers, colleagues, and constituents. As part of the course applied learning, you will be asked to produce a portfolio with a section for each of the seven tenets of the declaration: storytelling, technology, values, responsibility, community, advocacy, and leadership. Credit/no-credit only.

{ Expand Course Description + }

COMMLD 558: Law and Policy

(

Baker

)

- 2019-2020 | Autumn

MCDM Elective | Meets Law and Ethics Core Requirement
Thursdays, 9/26-12/5 (no class 11/28) | 6:00-9:50pm | CMU 230

Course Description:

The law of digital media, interactive media and social media has facilitated the growth of multimedia storytelling, interactivity, and the explosion of collaborative consumption. Understanding when and how one can remix, reuse, republish, and remake content is critical to any organization’s successful advertising, content creation, distribution, and publication. This course will explore the legal issues surrounding free expression, content production and publication, intellectual property (with a special emphasis on copyright and fair use), and advertising. This course is designed both as a stand-alone course to satisfy the law and policy requirement of the program and as a companion to the data security and privacy law course offered in the Fall, which focuses more on data usage, privacy and security, FTC regulatory issues and intellectual property issues around data and analytics.

Student Testimonial:

“Law & Policy is usually among the favorites of each cohort, and I completely understand that! Kraig is an incredibly knowledgeable professor who is detail oriented, and cares deeply about getting his students interested in the material. Law seems like a boring subject at first, but he makes sure that the material is tailored to the interests of each class and gives his students the freedom to adapt the course to their passions and learning styles. Also, this course is incredibly relevant to many questions we always have looming over our heads about copyright and content. This subject will continuously be relevant, and Kraig does a great job at making sure you’re confident in that.”

{ Expand Course Description + }

Contact Us

commlead@uw.edu
206.543.6745
4101 E Stevens Way NE, Seattle, WA
Book a Meeting

Comm Lead Student Handbook
Privacy Policy

Stay Connected

Apply Now

Get Our Newsletter

University of Washington

Department of Communication

© Copyright 2025 Department of Communication. University of Washington

© Copyright 2025 Department of Communication. University of Washington