Supervised Text Classification for Marketing Analytics; February 2022 – Present; This foundational course establishes comprehensive mastery of traditional text classification methodologies applied to authentic marketing datasets. Students develop advanced Python programming skills specifically tailored for text analytics, implement sophisticated keyword analysis and content analysis techniques with intercoder reliability validation, and master multiple machine learning algorithms including Support Vector Machines, Naive Bayes, Random Forest, and ensemble methods.
Advanced LLM Classification Systems and Production Deployment; April 2022 – Present; This cutting-edge course provides comprehensive mastery of state-of-the-art Large Language Model classification systems for enterprise marketing applications. Students gain deep expertise in transformer architectures (GPT, BERT, LLaMA variants), advanced parameter-efficient fine-tuning techniques (LoRA, QLoRA, Unsloth), high-performance inference optimization (vLLM, quantization), and production-scale deployment strategies. The curriculum emphasizes hands-on implementation using industry-leading tools including Hugging Face Transformers, vLLM for inference acceleration, comprehensive evaluation frameworks, bias detection methodologies, and ethical AI governance for responsible deployment.
Topic Modeling and Network Analysis for Marketing Insights; April 2022 – Present; This advanced course integrates cutting-edge unsupervised learning methodologies combining sophisticated topic modeling techniques with comprehensive network analysis for strategic marketing intelligence. Students master state-of-the-art topic discovery methods including BERTopic with transformer embeddings, Non-negative Matrix Factorization (NMF), Top2Vec, and advanced clustering algorithms applied to authentic Amazon product reviews and Twitter social media data.
Search Advertising; December 2019 – Present; This course shows small businesses how to create and execute search campaigns on Google Ads Search (formally AdWords). Through an introductory overview, students are guided through the official Google Ads Search training materials where they will ultimately earn an official Google Ads Search Certification. Beyond Google materials, practical campaign creation and optimization best practices and exercises are provided by real experts.
Social Media Advertising; December 2019 – Present; This course unpacks small business use cases of Facebook, Instagram and Twitter advertising. From basic campaigns, to advanced techniques including lookalike modeling and audience retargeting, this course shows how to effectively advertise on three major social media platforms.
Native Advertising; 2019 – Present; This course outlines a case study where a small travel startup used native advertising to drive hotel sales. Execution strategies for a successful, no–creative native campaigns are laid out, including: gathering existing news coverage, ethical content seeding, and content generation.
Quantitative Methods (PhD level); Fall 2024, Fall 2025; Introduces graduate students to quantitative social scientific research in the communication sciences. Topics covered will include – but are not limited to – the following: variables; research questions and hypotheses; causality; measurement; research design; descriptive statistics; and inferential statistics.
Social Media Listening; Fall 2021, Fall 2024, Fall 2025; This course covers the various applications of social listening as well as the ethics of using social media data. Students use cutting edge social media tools to tackle real-world social listening tasks. This class focuses on social media research activities, including analytics, listening and engagement. Social media metrics are also introduced and discussed.
Digital Advertising; Fall 2018, Fall 2019, Fall 2020, Spring 2022, Spring 2023; Part of the Leeds MS in Business Analytics, Marketing Track. Covers traditional and emerging digital advertising platforms. Students execute ads at an advanced level and use leading analytic tools to assess advertising performance. Core advertising platforms covered include search, display, social media, native advertising, mobile and programmatic.
Advanced Advertising Analytics; Spring 2019, Spring 2020, Spring 2021; This course tackles advanced advertising and marketing analytics through three advanced methods aimed at solving these problems: time series analysis, topic modeling via unsupervised machine learning, and network analysis. Includes a deep dive into the leading computer science methods aimed at solving these methods using Python and other open–source packages. Students walkthrough conceptual overviews of the methods, and dive in to real–world datasets through instructor–led tutorials.
Principles of Advertising; Fall 2016, Spring 2017, Maymester 2017, Summer A 2017, Fall 2017; Introduction to the foundations, nature, and practice of advertising. Commercial aspects of communications. Ethical, legal and social responsibility aspects of advertising.
Content Analytics; Fall 2016, Spring 2017, Fall 2017, Fall 2018, Spring 2019, Fall 2019, Fall 2021, Spring 2022, Fall 2022, Spring 2023; This class focuses on measuring and evaluating the effectiveness of strategic communication content (i.e., ads, webpages, and social media). It also provides an overview of metrics and best practices (e.g. KPIs) by medium.
Social Media Strategy; Summer 2016; Provides students with the practical, theoretical and analytical knowledge and skills required to successfully develop, monitor and execute digitally based and social media campaigns. Students will acquire a skill set based on the demands of current industry practice.
Independent Study; Spring 2015, Fall 2015; Brands & Virality. Independent study with students interested in brands' use of social media and how that use leads to diffusion of messages.
Social Media Persuasion; Fall 2015; Master's level course on the practice of creating, writing, editing and producing persuasive communication for advertising and public relations.
Public Relations Writing; Fall 2014, Spring 2015, Fall 2015, Spring 2016; Theory and practice involved in creating messages, including planning, writing, editing, production and evaluation.
Design Application; Fall 2010, Spring 2011, Summer 2014, Summer 2015; An introductory skills course for advertising and public relations majors and minors using Adobe Photoshop, Illustrator and InDesign. Students develop skills to design logos, ads, brochures, newsletters and other basic APR documents.
Visual Communication; Summer 2011, Spring 2015; Theory, concepts and aesthetics applied to commercial persuasion in advertising and public relations. Particular attention is given to the application of course content in desktop publishing.
Advertising Media; Spring 2014; 200–level course in media planning, buying and selling. Emphasized focus in buying and planning for social media.
Agenda–Setting Theory Seminar; Spring 2013; 400–level course on the current and past works in agenda setting. The goal of the course is to have each student conduct a research study in agenda setting and complete it by semester's end. Co–instructed with Dr. Donald Shaw.
Introduction to Multimedia Design; Summer 2012, Summer 2013; Entry–level course in multimedia storytelling that includes modules on theory, the profession, design, content gathering, editing, programming, publishing and usability.
Creative Copy & Communication; Fall 2012; Junior and senior–level course that reviews creative theory from social science research and applies thinking to advertising campaigns. Students brainstorm and execute multi–platform campaigns, while reviewing creative best practices.
For Credit Coursera Specialization – Text Analytics in Marketing
Supervised Text Classification for Marketing Analytics; February 2022 – Present; This foundational course establishes comprehensive mastery of traditional text classification methodologies applied to authentic marketing datasets. Students develop advanced Python programming skills specifically tailored for text analytics, implement sophisticated keyword analysis and content analysis techniques with intercoder reliability validation, and master multiple machine learning algorithms including Support Vector Machines, Naive Bayes, Random Forest, and ensemble methods.
Advanced LLM Classification Systems and Production Deployment; April 2022 – Present; This cutting-edge course provides comprehensive mastery of state-of-the-art Large Language Model classification systems for enterprise marketing applications. Students gain deep expertise in transformer architectures (GPT, BERT, LLaMA variants), advanced parameter-efficient fine-tuning techniques (LoRA, QLoRA, Unsloth), high-performance inference optimization (vLLM, quantization), and production-scale deployment strategies. The curriculum emphasizes hands-on implementation using industry-leading tools including Hugging Face Transformers, vLLM for inference acceleration, comprehensive evaluation frameworks, bias detection methodologies, and ethical AI governance for responsible deployment.
Topic Modeling and Network Analysis for Marketing Insights; April 2022 – Present; This advanced course integrates cutting-edge unsupervised learning methodologies combining sophisticated topic modeling techniques with comprehensive network analysis for strategic marketing intelligence. Students master state-of-the-art topic discovery methods including BERTopic with transformer embeddings, Non-negative Matrix Factorization (NMF), Top2Vec, and advanced clustering algorithms applied to authentic Amazon product reviews and Twitter social media data.
Coursera Specialization – Digital Advertising Strategy
Search Advertising; December 2019 – Present; This course shows small businesses how to create and execute search campaigns on Google Ads Search (formally AdWords). Through an introductory overview, students are guided through the official Google Ads Search training materials where they will ultimately earn an official Google Ads Search Certification. Beyond Google materials, practical campaign creation and optimization best practices and exercises are provided by real experts.
Social Media Advertising; December 2019 – Present; This course unpacks small business use cases of Facebook, Instagram and Twitter advertising. From basic campaigns, to advanced techniques including lookalike modeling and audience retargeting, this course shows how to effectively advertise on three major social media platforms.
Native Advertising; 2019 – Present; This course outlines a case study where a small travel startup used native advertising to drive hotel sales. Execution strategies for a successful, no–creative native campaigns are laid out, including: gathering existing news coverage, ethical content seeding, and content generation.
Traditional Courses
Quantitative Methods (PhD level); Fall 2024, Fall 2025; Introduces graduate students to quantitative social scientific research in the communication sciences. Topics covered will include – but are not limited to – the following: variables; research questions and hypotheses; causality; measurement; research design; descriptive statistics; and inferential statistics.
Social Media Listening; Fall 2021, Fall 2024, Fall 2025; This course covers the various applications of social listening as well as the ethics of using social media data. Students use cutting edge social media tools to tackle real-world social listening tasks. This class focuses on social media research activities, including analytics, listening and engagement. Social media metrics are also introduced and discussed.
Digital Advertising; Fall 2018, Fall 2019, Fall 2020, Spring 2022, Spring 2023; Part of the Leeds MS in Business Analytics, Marketing Track. Covers traditional and emerging digital advertising platforms. Students execute ads at an advanced level and use leading analytic tools to assess advertising performance. Core advertising platforms covered include search, display, social media, native advertising, mobile and programmatic.
Advanced Advertising Analytics; Spring 2019, Spring 2020, Spring 2021; This course tackles advanced advertising and marketing analytics through three advanced methods aimed at solving these problems: time series analysis, topic modeling via unsupervised machine learning, and network analysis. Includes a deep dive into the leading computer science methods aimed at solving these methods using Python and other open–source packages. Students walkthrough conceptual overviews of the methods, and dive in to real–world datasets through instructor–led tutorials.
Principles of Advertising; Fall 2016, Spring 2017, Maymester 2017, Summer A 2017, Fall 2017; Introduction to the foundations, nature, and practice of advertising. Commercial aspects of communications. Ethical, legal and social responsibility aspects of advertising.
Content Analytics; Fall 2016, Spring 2017, Fall 2017, Fall 2018, Spring 2019, Fall 2019, Fall 2021, Spring 2022, Fall 2022, Spring 2023; This class focuses on measuring and evaluating the effectiveness of strategic communication content (i.e., ads, webpages, and social media). It also provides an overview of metrics and best practices (e.g. KPIs) by medium.
Social Media Strategy; Summer 2016; Provides students with the practical, theoretical and analytical knowledge and skills required to successfully develop, monitor and execute digitally based and social media campaigns. Students will acquire a skill set based on the demands of current industry practice.
Independent Study; Spring 2015, Fall 2015; Brands & Virality. Independent study with students interested in brands' use of social media and how that use leads to diffusion of messages.
Social Media Persuasion; Fall 2015; Master's level course on the practice of creating, writing, editing and producing persuasive communication for advertising and public relations.
Public Relations Writing; Fall 2014, Spring 2015, Fall 2015, Spring 2016; Theory and practice involved in creating messages, including planning, writing, editing, production and evaluation.
Design Application; Fall 2010, Spring 2011, Summer 2014, Summer 2015; An introductory skills course for advertising and public relations majors and minors using Adobe Photoshop, Illustrator and InDesign. Students develop skills to design logos, ads, brochures, newsletters and other basic APR documents.
Visual Communication; Summer 2011, Spring 2015; Theory, concepts and aesthetics applied to commercial persuasion in advertising and public relations. Particular attention is given to the application of course content in desktop publishing.
Advertising Media; Spring 2014; 200–level course in media planning, buying and selling. Emphasized focus in buying and planning for social media.
Agenda–Setting Theory Seminar; Spring 2013; 400–level course on the current and past works in agenda setting. The goal of the course is to have each student conduct a research study in agenda setting and complete it by semester's end. Co–instructed with Dr. Donald Shaw.
Introduction to Multimedia Design; Summer 2012, Summer 2013; Entry–level course in multimedia storytelling that includes modules on theory, the profession, design, content gathering, editing, programming, publishing and usability.
Creative Copy & Communication; Fall 2012; Junior and senior–level course that reviews creative theory from social science research and applies thinking to advertising campaigns. Students brainstorm and execute multi–platform campaigns, while reviewing creative best practices.