In a competitive, cluttered, multifaceted communication environment, strategic planning
can be the difference between success and failure in achieving organizational goals
and objectives. The course will utilize a case method approach to examine strategic
communication practices across a variety of contexts. Students will review best practice
approaches to integrated communication of advertising, promotional and marketing messages,
and public relations across multiple channels. The culmination of the course is the
development of a strategic communication plan that can be deployed to advance strategic
communication goals across any type of organization (nonprofit, corporate, advertising,
government, etc.). Plans will include the identification of goals, setting objectives,
segmenting target publics, developing messages, and selecting sources and channels
of communication, as well as focus on the logistics of message delivery including
timing and budget.
