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Mar 29, 2024
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COMM 3760 - Planning Communication Campaigns (SBA) Spring. 3 credits.
Prerequisite or co-requisite: COMM 2820 or equivalent social research course and one semester of introductory statistics.
K. McComas.
Provides a theoretical and practical overview of the audiences, messages, and evaluation of communication campaigns. Includes principles of planning and evaluation relevant to several kinds of campaigns. Topics include discussion of campaign goals, objectives, strategies, and tactics; research design and implementation; audience segmentation; message construction; and techniques of evaluation. Considers common methods of data collection (e.g., focus groups, experiments, surveys) and analysis of campaign-related data sources.
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