Strategic Communication

Communication 342 - Introduction to Strategic Communication

Prerequisite: COMM 201. Explores the various forms of persuasive communications employed in corporate,agency and nonprofit settings. Course content covers public relations, advertising, sales promotion, relationship marketing, direct marketing, database marketing, cyber marketing, globalization, and business ethics.

Learning Outcomes

  • Identify and successfully employ the tools of strategic communication
  • Describe the foundations of persuasion that provide the framework for strategic communication campaigns 
  • Evaluate strategic communication tools used to achieve measurable results and help organizations achieve their objectives
  • Demonstrate the problem-solving process organizations use to research and plan campaigns
  • Identify media options organizations utilize for disseminating messages
  • Discuss the unique benefits that new, interactive media provide to campaign planners
  • Illustrate the social, economic, and ethical dimensions of strategic communication campaigns

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