Targeted Outcomes: Strategic Communication

Course Code: BCPW 4002

Academic Year: 2023-2024

This course introduces students to the strategies involved in creating a plan to target communications towards specific outcomes. Students learn to create broad strategic communication plans, specialized plans targeted at internal or external audiences and integrated marketing campaigns. The course considers the place of communications within organizations of different sizes and types (corporate, non-profit, etc.), including topics such as collaboration, risk management and crisis communications. Students learn how to deploy communications strategies over a variety of platforms including print and social media. They also learn to use metrics to evaluate campaign success.