COMM 3760 - [Planning Communication Campaigns]


(SBA-AG) (CU-CEL)     
Fall, spring. Not offered: 2020-2021. Next offered: 2021-2022. 3 credits. Letter grades only.

Prerequisite or corequisite: COMM 2820  or equivalent research methods course, and a course in basic statistics.

N.K. Chan, J. Niederdeppe.

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: Students will be able to identify key principles involved with the design, implementation and evaluation of public communication campaigns.

Outcome 2: Students will be able to evaluate existing communication campaigns based on criteria learned throughout the course.

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

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



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