JOUR4263

This course provides an in-depth look at all aspects of strategic communications culminating in the development of a strategically sound communications campaign. Emphasis is on “real-life” examples of campaigns, their creation, and development. All essentials of developing a strategic campaign are covered, including advertising strategy, positioning, developing creative, consumer research, planning and setting objectives, media strategies, budgeting, public relations programs, and promotion. This course is designed to bring together all aspects of communications planning that students have gained from previous classes. The class will focus on the integration of various techniques and elements available to most effectively create a strategic communications campaign. This course will simulate the teamwork involved in working in a strategic communications agency. Case studies will be used extensively to apply the theory to the practice in a meaningful, memorable way.

prereq: [JOUR 3004 or 3004H], JOUR 3201, any 32xx skills course, any 4/5xxx skills course or coreq, Strat Comm major

003669