480.654 Strategic Communication Program Management

This course covers strategic leadership and communication program development, management, and evaluation. It emphasizes basic communication research, strategic communication objectives and message design, selection of media, development of materials, management of teams and impact evaluation. Crisis and issues management as well as the use of new communication technologies will also be covered.The course will focus on a step-by-step design of a communication program using the highly acclaimed SCOPE Web (Strategic Communication Planning and Evaluation) learning and planning software. The course requires students to develop two strategic communication programs, one as individual work and another as part of a team. Lectures and discussions will utilize case studies and current situations to illustrate key points and desired learning. This course combines reality-based and conceptual approaches to provide students with the intellectual tools needed to assume senior management or outside counsel roles in developing and implementing fully integrated communication programs. Students will prepare for program management by asking and answering appropriate questions about goals, activities, management, and measurement.

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