Course Code: PWRT 5501
Academic Year: 2024-2025
This course builds on the strategy basics introduced in first-term courses to develop students understanding of both internal and external communications structures. Students learn to create overall communications 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, including topics such as collaboration, risk management and crisis communications. Students learn how to deploy communications strategies over a variety of platforms. They also learn to use metrics to evaluate campaign success.