PRINCIPLES AND PRACTICE OF STRATEGIC COMMUNICATION

Prerequisites & course information

Requisites: JOURN 202 or graduate/professional standing Course Designation: Core GenEd - Communication & Literacy Level - Intermediate L&S Credit - L&S Liberal Arts and Science Grad 50% - Counts toward 50% graduate coursework requirement Repeatable for Credit: No Last Taught: Fall 2026 Learning Outcomes: 1. Understand the professional and social overview of the field as a single exposure to strategic communication. Audience: Both Grad & Undergrad 2. Develop a foundation for higher-level courses for those interested in pursuing a career in strategic communication. Audience: Both Grad & Undergrad 3. Learn content concerning research and account planning, campaign management, creative message development, conventional and digital media buying and planning, as well as public relations, promotions, and event planning. Audience: Both Grad & Undergrad 4. Learn the fundamentals of the academic study of strategic communication in society, its history, laws and ethics, and the application of these principles to social, health and political campaigns, as well as career trajectories that involve the use of these principles beyond brand marketing. Audience: Both Grad & Undergrad 5. Demonstrate a higher-order synthesis of concepts related to strategic communications. Audience: Graduate 6. Develop an of application of these principles to a designated health or political campaign. Audience: Graduate Learning Outcomes: 1. Understand the professional and social overview of the field as a single exposure to strategic communication. Audience: Both Grad & Undergrad 2. Develop a foundation for higher-level courses for those interested in pursuing a career in strategic communication. Audience: Both Grad & Undergrad 3. Learn content concerning research and account planning, campaign management, creative message development, conventional and digital media buying and planning, as well as public relations, promotions, and event planning. Audience: Both Grad & Undergrad 4. Learn the fundamentals of the academic study of strategic communication in society, its history, laws and ethics, and the application of these principles to social, health and political campaigns, as well as career trajectories that involve the use of these principles beyond brand marketing. Audience: Both Grad & Undergrad 5. Demonstrate a higher-order synthesis of concepts related to strategic communications. Audience: Graduate 6. Develop an of application of these principles to a designated health or political campaign. Audience: Graduate