STRATEGIC STORYTELLER

The purpose of this course is to provide students with a deep and broad understanding of stories and how they can be used in strategic communication. Drawing from a wealth of evidence-based and field-tested work on storytelling from both local and global contexts, students will learn why stories tend to be so powerful and—with a focus on the written, performed, and transmedia aspects of storytelling—gain experience in telling stories to achieve organizational objectives. Your skills will be sharpened through lively seminar discussions, storytelling exercises, workshop-style coaching, and presentations and on-camera practice.  By the end, students will walk away with a new mindset and a host of strategies that can be immediately implemented in their everyday work.

• M 6:10 p.m.-8 p.m.
• Instructor: Lauren R Glover
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• 3 points

STRATEGIC COMMUNICATION MANAGEMENT

STRATEGIC COMMUNICATION MGMT

This course examines the strategic role for communication in driving organizational outcomes. It covers key aspects of communication management, including how to plan, implement and measure strategic communication initiatives. Students learn to assess organizational needs, identify stakeholders and draft messaging that speaks credibly to a variety of constituencies, both internal and external. We also emphasize fundamental business skills, such as interpreting financial reports and understanding the language of business.

• W 10:10 a.m.-noon
• W 4:10 p.m.-6 p.m.
• None None-None
• S 8:30 a.m.-12:30 p.m.
• Instructor: Andrea Legnani
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• Instructor: Gabriel Amor
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• Instructor: Alexandra M Merceron
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• Instructor: Don Waisanen
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• 3 points

INDUSTRY INSIDER

This course gives students visibility into the rapidly changing communication industry and the wide range of careers available. Curated site visits take us inside world-class agencies and corporate/nonprofit organizations to see how they use strategic communication in the real world. Students gain firsthand exposure to leading practitioners while learning the dynamics of collaboration between internal and external stakeholders. Relevant coursework provides additional perspective.

• R 10:10 a.m.-noon
• R 4:10 p.m.-6 p.m.
• Instructor: Matthew Sawyer
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• 3 points

THE COMPELLING COMMUNICATOR

The ability to communicate effectively is a key competency for professionals. As emerging industry leaders, understanding the audience, framing the message, and using media channels to achieve specified objectives are critical skills, whether written or spoken. Through a variety of written and oral assignments, students learn to apply foundational communication theory to inform and engage stakeholders. The first part of the course focuses on written deliverables, emphasizing audience-framed messaging and developing simple, clear and persuasive content. The second part transitions to enhancing spoken delivery and presentation skills where students gain experience in speechwriting, storytelling and using data visualization to motivate an audience to act.

• T 10:10 a.m.-noon
• T 2:10 p.m.-4 p.m.
• None None-None
• U 8:30 a.m.-12:30 p.m.
• Instructor: Kevin Visconti
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• 3 points

INFLUENCE: BEHAVORIAL SCIENCE & COMMUNIC

INFLUENCE: BEHAVRL SCI &

• S 1:30 p.m.-5:30 p.m.
• Instructor: Kaireem D Wright
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• 3 points

CRISIS COMMUNICATIONS

This course covers the basic elements of crisis communication and the procedures for creating crisis communications plans and for reacting to crises when they occur. How best to develop various plans for different critical audiences and understand the most effective strategies for communicating your organization’s message during a crisis is explored. The course examines various types of crises that can occur with corporations and nonprofit organizations and the differences and similarities among them. How to avoid the classic and common pitfalls of crisis communication are addressed, as are ethical issues that arise during crises. Numerous case studies are discussed in class and exercises both in and outside of class are assigned so students gain experience in crisis communication situations.

• S 8:30 a.m.-12:30 p.m.
• Instructor: Andrew Whitehouse
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• 3 points

VALUE OF BRAND

This course introduces students to the economic importance of brand building activities based on the proven link between brand equity and business performance. Students examine the role that strategy and communication play in building brand equity, and explore how the changing media landscape is causing companies to rethink traditional brand-building practices. Students will use critical thinking, case-analysis, market research, and strategic presentations to persuade a business decision maker to invest in brand building efforts. For students who are interested in building stronger brand cultures within their organizations (for both the profit and nonprofit sectors) and/or for pursuing careers on the brand side of strategy, this course answers the question: Why should businesses and institutions care about branding?

• W 8:10 p.m.-10 p.m.
• Instructor: Kristen J Campolattaro
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• 3 points

COMMUNICATION RESEARCH & INSIGHTS

COMM RESEARCH & INSIGHTS

To make informed decisions about communication, we need a clear understanding of our audience and its motivations. We begin by asking the right questions and interpreting the results. This course covers essential market research methods, including quantitative and qualitative techniques. Students gain direct experience in collecting and analyzing data, developing insights and choosing research-driven communication strategies that meet client objectives.

• R 6:10 p.m.-8 p.m.
• Instructor: Mark Truss
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• 3 points

DIGITAL COMMUNICATION STRATEGY

As digital media increasingly drives the field of strategic communication, leading successful communication efforts also require a platform specific, evidence-based strategic approach. Leaders must know how to use a broad and rapidly changing mix of digital media platforms and tools to connect their message with the right audience. To that end, this course covers major topics in digital media and communication, such as content strategy, digital experience, channel planning, online reputation management, programmatic marketing, audience targeting, artificial intelligence and more. Through in-class lectures, discussion, case studies, guest speakers, group projects and individual writing assignments, students in this course will be introduced to strategic decision-making and communications planning for social media, mobile, digital advertising, search, email, digital out-of-home and interactive media (video, radio, podcasts). Students will also gain an in-depth understanding of how to integrate digital strategies and tactics with traditional communication efforts.

• M 12:10 p.m.-2 p.m.
• M 2:10 p.m.-4 p.m.
• None None-None
• Instructor: Lilian Ore
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• 3 points

CAPSTONE

• R 6:10 p.m.-9 p.m.
• Instructor: Thomas J Groppe
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• Instructor: Victoria L Fullard
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• 3 points