Foundations of Strategic Communication Management (491-0-3)

Instructors

Erik Colin Nisbet

Meeting Info

Technological Institute L361: Tues 2:00PM - 4:50PM

Overview of class

Strategic communication and marketing are critical components of organizational leadership and success. Without the engagement of external stakeholders and audiences - whether in a business, nonprofit, advocacy, or community contexts - an organization cannot achieve its core goals. Marketing is a broad business practice that encompasses four sets of considerations typically described as product, price, place, and promotion. Foundations of Strategic Communication will focus specifically on this last component of marketing and introduces students to contemporary principles and practices associated with consumer-centered strategic communication, often known as Integrated Marketing Communications (IMC).

We will focus on providing the necessary knowledge, skills, planning in branding, audience segmentation, consumer psychology and behavior, strategic message design, and leveraging paid, owned, and earned media to meet promotional goals and objectives. These fundamentals of promotion and branding will be supplemented with specific scholarship, case studies, and speakers. By the end of the course, students will have a broad understanding of strategic communication and experience in developing the major components of an integrated marketing communications plan.

Enrollment Requirements

Enrollment Requirements: Only students in the MSC Custom Leadership Program may enroll in this class.