COMM 3760 - Planning Communication Campaigns

(SBA-AG) (CU-CEL)

Fall. 3 credits. Letter grades only.

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.

J. Niederdeppe, staff.

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.

Outcome 1: Identify key principles involved with the design, implementation and evaluation of public communication campaigns.

Outcome 2: Evaluate existing communication campaigns based on criteria learned throughout the course.

Outcome 3: Apply a variety of research methodologies, including unobtrusive observation, in-depth interviews and/or surveys, to inform an original communication campaign proposal.

Outcome 4: Apply communication theory to justify and develop campaign messages that are likely to be effective in reaching campaign objectives among targeted audiences.

Outcome 5: Synthesize information gained through a situational analysis, communication theory and original research to develop an original communication campaign proposal.

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