COM-272 Strategic Communication

Strategic communication builds on the principles and tactics of strategic organizational communication. Students analyze how marketing and public relations strategies shape brand identity, impact public perception, and influence customer engagement and retention. Students learn to align communication strategy with business objectives through audience research, campaign planning, messaging, channels, reputation management, analytics, and ethics. Students obtain real-world experience by independently creating, executing, and evaluating a mock strategic campaign they build throughout the semester. The course emphasizes the integration of emerging technologies and examines their rapidly evolving influence on strategy, implementation, and analytics.
Prerequisites COM-172
Gen. Ed. Course No
Mass Transfer Course Yes
Credits: 3