LNDN3251: Strategic Communication and Social Media: Theory and Practice

This class combines theoretical analysis, case studies, and hands-on practice to understand and execute traditional and online communications strategies. The course will begin with a literature review of theories and principles relevant to the practice of strategic communication and social media practices including media effects, Internet effects, and uses and gratification theory. Second, cases studies will be utilized to investigate the effectiveness of messaging strategies employed by not-for-profit and commercial organizations as well as individual actors such as businesses, politicians, and influencers. Finally, students will work for a real-world client and their own portfolios to formulate an overarching communication strategy inclusive of recommendations for messaging strategies across all platforms (traditional messaging, website, Facebook, YouTube, Instagram, press releases, e-blasts, and speeches.)

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