Course Description
The digital age collapses the world into global markets of information and communication products and services. While many communication strategies in campaigns, programmes, and projects have been successful in entertaining audiences, most have failed in truly responding to people’s wants, needs and desires. As communication is also a science as it is an art, there is a need to develop the capability of communicators in inciting positive social changes through rigorous theorizing, research, analysis, and planning.
This course introduces the students to the nature, scope, and principles of strategic designing and application of communication to address societal concerns and achieve organizational objectives. It involves both theory and practice by equipping the students with analytical frameworks as well as methods and tools used in strategic communications.
Objectives
At the end of the course, the students will be able to:
- Understand and explain basic principles, underlying theories and models of strategic communication;
- Link communication research, design and planning, management and implementation, monitoring and evaluation to strategic communication;
- Appreciate constraints on the practice of ethical strategic communication; and
- Apply strategic communication models and research methodologies to address a specific communication problem/issue.
- Teacher: Randy Jay Canillo