Research Methods for Strategic Communication Campaigns

Research is an integral component of integrated communication campaigns, and it continually evolves as practitioners develop, implement, and evaluate campaigns. Living in a multi-cultural world, means that communicators must understand diverse audiences from cultural, attitudinal and behavioral perspectives. Creating effective messages requires a clear understanding of your targeted audience’s behavior, attitudes and motivations. This course explores how research informs every stage of a strategic communication campaign, from planning and message development, to implementation, monitoring, and evaluation. Students will learn to select and apply qualitative and quantitative research methods, with a particular focus on emerging and digital approaches.