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.
Students will be able to identify key principles involved with the design, implementation and evaluation of public communication campaigns.
Students will be able to evaluate existing communication campaigns based on criteria learned throughout the course.
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.
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.