This course will introduce students to the role that strategic communications plays in achieving organizational goals. Students will examine the major disciplines and channels of strategic communications including organizational communications, integrated campaign strategy development, audience analysis, messaging, public relations, social media, branding, advertising, community outreach, thought leadership, content creation, data analysis, and measurement.
The course will strike a balance between the latest academic and industry scholarship and the practical application of strategic communications skills. Students will develop and present an integrated communications strategy to achieve a real-world business objective. They also will examine case studies from campaigns of successful organizations, businesses, and influencers.
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