Duration: 8 weeks
Credits: 3 credits
Communication plays a key role in all organizations and the right message, or branding, is what can set each organization apart. Identifying what that message should be is the responsibility of strategic communications. In COM 60111, you will explore the theories of strategic communication within an organization, from planning to execution to evaluation.
In this course, you’ll learn how to use theories to develop a strategic communications plan within an organization. You’ll learn how marketing, public relations and integrated communications are key pieces to organizational success. You’ll discover a range of media options, the effectiveness of each and how to select the right options for your message. You’ll learn how corporate communications affect employees, as well as influencers outside of the organization and explore the use of social media as a viable resource to shape and share your message.
Throughout the course, timely discussions will allow you to get to know your classmates and add valuable insights to your learning. To put that learning into practice, you’ll prepare an 8-10 page paper on an area of strategic communication of particular interest to you and present via video to the class. This presentation would be comparable to one you may present at a professional conference for strategic communication practitioners. You’ll experience the excitement and satisfaction of communicating your knowledge of the vital field of strategic communications.
What You’ll Learn in COM 60111
This graduate course will survey the theories and processes of strategic communication and its practice by business, government, politicians, and non-profits in domestic and international arenas. The course will emphasize the application of theory to provide an in-depth understanding of planning, researching, executing, and evaluating strategic communication plans.
Throughout this course, weekly topics may include but are not limited to:
- Introduction to Strategic Communication
- Conceptual Foundations of Strategic Communications Discipline
- Message Strategies, Strategic Planning and Evaluation
- Internal Communication (Employee Communication, Leadership)
- External Communication (Media Relations, Community Relations)
- External Communication (Issues Management, Crisis Communication)
- Social Media
Course Learning Outcomes
Upon completion of COM 60111 you will be able to:
- Develop a strong conceptual foundation for advanced study of strategic communication from a wide range of perspectives and contexts.
- Apply strategic communication concepts to the professional contexts of students in the course.
*Disclaimer: Course content and outcomes may vary and are subject to change without notice.
Request More Information
To learn more about the online Masters of Communication curriculum from Purdue University, including Seminar in Strategic Communication, call (877) 497-5851 to speak with an admissions representative or request more information.