Introduction to Strategic Communication
Introduction to the fundamental theories, concepts, and applications of strategic communication to meet a variety of organizational goals. Provides an overview of practices in communication management, learning, and design, and integrated marketing communications. Describes how these elements can be combined to create seamless programs that affect the various public of businesses and not-for-profit organizations, and how such programs increase organizational value and effectiveness. Students investigate issues that challenge contemporary organizations by analyzing case studies, conducting research, and designing possible solutions from multiple perspectives.
Upon completion, students will be able to:
- Demonstrate knowledge of the fundamental theories and best practices of strategic communication
- Recognize the role that communication professionals play in achieving organizational goals.
- Identify and successfully employ written, verbal, and visual tools of strategic communication to reach distinct audiences
- Describe the foundations of persuasion that provide the framework for strategic communication campaigns
- Illustrate the social, economic, and ethical dimensions of strategic communication campaigns
- Identify media options organizations utilize for disseminating messages
- Discuss the unique benefits that new, interactive media provide to campaign planners
- Produce an effective corporate communication program by focusing on the fundamentals of audience analysis, message design, media choice and evaluation assessed on the final project.
Grade Basis: Letter Grade
Credit hours: 3
Lecture hours: 3
Lab hours: 0