COMM 3760

Planning Communication Campaigns

Course Description

Course information provided by the Courses of Study 2016-2017.

Provides a theoretical and practical overview of the audiences, messages, and evaluation of communication campaigns. The course considers common methods of data collection (e.g. in-depth interviews, surveys) and analysis of campaign-related data sources. Specific topics include: (1) campaign goals, objectives, strategies, and tactics; (2) research design and implementation; (3) audience segmentation; (4) message construction; and (5) techniques of evaluation.

When Offered Fall.

Prerequisites/Corequisites Prerequisite or corequisite: The instructor assumes that students have received at least one semester's instruction in research methods used in communication studies (COMM 2820) and have taken (or are currently taking) a course in basic statistics.

Distribution Category (SBA-AG)
Course Attribute (CU-CEL)

• Identify key principles involved with the design, implementation and evaluation of public communication campaigns.
• Evaluate existing communication campaigns based on criteria learned throughout the course.
• Apply a variety of research methodologies, including unobtrusive observation, in-depth interviews and/or surveys, to inform an original communication campaign proposal.
• Apply communication theory to justify and develop campaign messages that are likely to be effective in reaching campaign objectives among targeted audiences.
• Synthesize information gained through a situational analysis, communication theory and original research to develop an original communication campaign proposal.

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