BCPW220
Strategic Communication for Organizations
This course examines the role of communication in achieving organizational goals. You’ll learn to identify key internal and external audiences, develop communication goals and objectives, devise appropriate messaging, and create a plan to reach designated stakeholders that uses the most efficient communication strategies and tactics. You’ll also learn the value of evaluation and how to measure the success of your programs.
Related program(s)
This course is available at the following time(s) and location(s):
| Section | Session(s) | Date/time* | Campus | Instructor(s) | Cost | Registration |
|---|---|---|---|---|---|---|
| BCPW220-VA11371 | 3 | Thursdays Oct 24–Nov 7, 2013 9:30 am–4:30 pm |
Van | Stephen Bruyneel | $550 | Register |
* This course involves 18 instructional hours.
What will I learn?
By the end of the course, you will be able to do the following:
- Describe public relations and communication
- Contrast communication and integrated marketing communication
- Create communication objectives that match organizational objectives
- Describe the difference between strategy and tactics
- Recognize the value of and compose key messages
- Understand how to measure outcomes and design effective measurement techniques
- Identify target audiences
- Design an integrated communication plan for internal and external audiences
- State plan objectives and select appropriate tactics and strategies
How will I learn?
- Lectures
- Class discussions
- Case studies
- Workshops
- Exercises (in-class)
- Role play
- Group assignments
How will I be evaluated?
Your grade will be based on the following:
- Quizzes and/or tests (20%)
- Assignments, reports, and/or projects (60%)
- Participation (10%)
- Professionalism (10%)
Textbooks and learning materials
None.