STPR 430 - Integrated Campaigns

3 Credit(s)

This is a service learning project-based course. Students develop a coherent strategic communication campaign integrating the framework of storytelling. Emphasis is placed on the key elements of field research techniques, campaign strategies and tactics, as well as evaluation to determine the nature of a campaign design and to define and measure its success. The class is divided up into integrated campaign teams using analytical skills to understand message impact on internal and external audiences. Students professionally produce, design, implement and manage a specific campaign for an actual client using current media platforms, formats and communication activities.

Prerequisite(s): STPR 330.

Course Frequency: S

Grading Method: Student option.

Learning Outcomes:

Combine the key steps of the strategic process to create campaigns.
Prioritize appropriate communication strategies through management of relationships.
Coordinate the strategic process using the concept of integrated communications: public relations, advertising, marketing, promotions and publicity.
Design theme and story on different platforms: video, audio, print, digital and social media.