COMM 428APrinciples of Strategic Communications

3 credits · Communications · Penn State

Principles of Strategic Communications provides an overview of the various media and communications methods that comprise modern integrated marketing campaigns. COMM 428A Principles of Strategic Communications (3) Principles of Strategic Communications will introduce students to strategic communications in the context of integrated marketing communication (IMC). It will overview the industry by providing a foundation for understanding what IMC is and how it developed to its current state, what it tries to accomplish, how it works, and how it can affect society. It lays the groundwork for other courses in the strategic communications sequence. The fundamentals of consumer psychology will be introduced, along with theories of persuasion. In addition to traditional advertising, the course will review other critical functional areas of IMC such as public relations, sales promotion and direct marketing. The role of the internet and emerging new media technologies will also be covered. The advantages and disadvantages for different media will be summarized, and the basics of media planning will be introduced. Course content is present in the context of strategy and planning, with the goal of illustrating how various elements in the promotional mix work together to achieve campaign objectives. The importance of effective measurement and accountability at each point of campaign development and execution will be explained. Finally, the ethical and regulatory environment for IMC will be explored.