Communication and Media Studies 483

COMS 483: Applied Strategic Communication Campaigns

Prerequisites: COMS 130 (with a C or higher); COMS 330 (with a C or higher); COMS 231 (with a C or higher); COMS 173 or 225 (with a C or higher); COMS 104, 223, or 235 (with a C or higher), senior status (86 credit hours); or permission of instructor.

Credit Hours: (3) 

Provides specific, directed activity for advanced students in advertising and public relations students in the research, planning, and implementation of communication campaigns.

Note(s): Applied Learning designated course.

Detailed Description of Content of Course

Students apply theories and techniques learned in prerequisite courses to create applied strategic communication campaigns for various on- and off-campus clients.

Detailed Description of the Conduct of Course

This class is a capstone course designed to integrate and apply everything the student has learned about advertising and public relations.  The course will provide the student with an opportunity to be part of a team serving an actual client yet will also allow them to showcase their individual creative talents and knowledge of communication methods and strategies.  Emphasis in the course is on the development of various campaign components. The major assignment is preparation of a professional-style communication campaigns and plans book.  Other important aspects of the course include case interpretation, case-writing process, team participation, and presentation skills.

Goals and Objectives of the Course

1.Develop a detailed target market description

2.Create a SWOT analysis, secondary research report.

3.Conduct primary research with a target audience.

4.Develop a strategic communications strategy plan.

5.Design a series of touchpoint creative executions.

6.Determine effective methods for evaluating a strategic communications campaign.

7.Effectively present a campaign to an audience.

8.Develop campaign conclusions.

9.Develop a complete, professional strategic communications campaign.

Assessment Measures

Campaigns will be evaluated on selecting an appropriate target audience, developing SMART objectives, outlining an appropriate campaign strategy with specific tactics to achieve the campaigns objectives.  Campaigns will be evaluated on their professional production and their presentation to clients and/or faculty.

Other Course Information

None.

Review and Approval

DATE ACTION REVIEWED BY
October 2005 Clay Waite, Chair

May, 2011

March 01, 2021