Provides a theoretical and practical overview of the audiences, messages, and evaluation of communication campaigns. The course considers common methods of data collection (e.g. in-depth interviews, surveys) and analysis of campaign-related data sources. Specific topics include: (1) campaign goals, objectives, strategies, and tactics; (2) research design and implementation; (3) audience segmentation; (4) message construction; and (5) techniques of evaluation.

Outcome 1
Students will be able to identify key principles involved with the design, implementation and evaluation of public communication campaigns.

Outcome 2
Students will be able to evaluate existing communication campaigns based on criteria learned throughout the course.

Outcome 3
Students will be able to apply a variety of research methodologies, including unobtrusive observation, in-depth interviews and/or surveys, to inform an original communication campaign proposal.

Outcome 4
Students will be able to apply communication theory to justify and develop campaign messages that are likely to be effective in reaching campaign objectives among targeted audiences.