Courses

This course examines the strategic role for communication in driving organizational outcomes. It covers key aspects of communication management, including how to plan, implement and measure strategic communication initiatives. Students learn to assess organizational needs, identify stakeholders and draft messaging that speaks credibly to a variety of constituencies, both internal and external. We also emphasize fundamental business skills, such as interpreting financial reports and understanding the language of business.

As the field of communication becomes increasingly mobile and social, students need a solid foundation in current digital practices and emerging media technologies. This course covers major themes in digital communication, such as channel and content strategy, digital user experience, mobile, programmatic marketing, leveraging digital insights and more. Using recent case studies highlighting public relations, marketing and corporate communication challenges, students will also learn approaches for developing, implementing and measuring integrated digital media campaigns.

The ability to communicate effectively is a key competency for professionals. As emerging industry leaders, understanding the audience, framing the message, and using media channels to achieve specified objectives are critical skills, whether written or spoken. Through a variety of written and oral assignments, students learn to apply foundational communication theory to inform and engage stakeholders. The first part of the course focuses on written deliverables, emphasizing audience-framed messaging and developing simple, clear and persuasive content. The second part transitions to enhancing spoken delivery and presentation skills where students gain experience in speechwriting, storytelling and using data visualization to motivate an audience to act.

To make informed decisions about communication, we need a clear understanding of our audience and its motivations. We begin by asking the right questions and interpreting the results. This course covers essential market research methods, including quantitative and qualitative techniques. Students gain direct experience in collecting and analyzing data, developing insights and choosing research-driven communication strategies that meet client objectives.

Effective leaders are able to think critically about problems and opportunities, imagine unexpected futures, craft a compelling vision, and drive change. In this course, we study the theoretical underpinnings of leadership communication, relying on empirical evidence as a guide for practice. Students gain important perspective on leadership styles, mastering the competencies required for a variety of contexts.

Digital media opens new opportunities for increasingly targeted communications across a variety of channels, which rapidly expands the importance of analytics in tracking and measuring key performance indicators (KPIs). This course prepares students to work within data- and model-driven environments with an emphasis on using analytics to develop insights and support strategic decisions.

The Capstone Project is an opportunity for students to synthesize and apply learnings from throughout the Strategic Communication program. Under the guidance of expert advisers, you’ll investigate a real-world communication issue, devising solutions and strategies that bridge the gap between theory and practice.

The purpose of this course is to provide students with a deep and broad understanding of stories and how they can be used in strategic communication. Drawing from a wealth of evidence-based and field-tested work on storytelling from both local and global contexts, students will learn why stories tend to be so powerful and—with a focus on the written, performed, and transmedia aspects of storytelling—gain experience in telling stories to achieve organizational objectives. Your skills will be sharpened through lively seminar discussions, storytelling exercises, workshop-style coaching, and presentations and on-camera practice. By the end, students will walk away with a new mindset and a host of strategies that can be immediately implemented in their everyday work.

Through strategic internal communication, employees are focused on driving business results and encouraged to act as brand ambassadors on behalf of their organization, building the organization's reputation. This course focuses on communication from the inside-out, addressing the opportunities, challenges, and issues communication professionals face today in dealing proactively and reactively with internal stakeholders.

How can leaders build credibility with employees in an authentic way? How do you influence your CEO to take a leadership position and act as the champion of the employee communication effort? How can an internal communication strategy ensure truthful and respectful communication during times of change?

This course covers the basic elements of crisis communication and the procedures for creating crisis communications plans and for reacting to crises when they occur. How best to develop various plans for different critical audiences and understand the most effective strategies for communicating your organization’s message during a crisis is explored. The course examines various types of crises that can occur with corporations and nonprofit organizations and the differences and similarities among them. How to avoid the classic and common pitfalls of crisis communication are addressed, as are ethical issues that arise during crises. Numerous case studies are discussed in class and exercises both in and outside of class are assigned so students gain experience in crisis communication situations.

This course examines the discipline of global marketing communication, including the environmental factors that enabled global marketing. The course assesses early models of communication management and the current factors that enable global communication programs: the identification of global target audiences; the kinds of products and services that lend themselves to global communication and those that don’t; and the characteristics of leadership brands that are preeminent in global communication today. Students consider how levels of development and cultural values affect communication programs and how local differences can be reflected in global programs. Message creation and the available methods of message distribution are evaluated in the context of current and future trends. Students learn how to approach strategy and develop an integrated, holistic global communication program and how to manage such a program.

This course explores the role and responsibility of corporations in addressing social issues; as well the benefits of well developed and implemented corporate social responsibility (CSR) strategy. Through the use of articles, case studies, guest speakers and individual and group assignments, students will learn how strategic CSR can be a lever for social and business impact. At the conclusion of the semester, students will be empowered to develop a comprehensive CSR plan for elevating a company’s brand reputation, strengthening employee and consumer engagement, as well as driving business and social impact.

This course introduces students to the economic importance of brand building activities based on the proven link between brand equity and business performance. Students examine the role that strategy and communication play in building brand equity, and explore how the changing media landscape is causing companies to rethink traditional brand-building practices. Students will use critical thinking, case-analysis, market research, and strategic presentations to persuade a business decision maker to invest in brand building efforts. For students who are interested in building stronger brand cultures within their organizations (for both the profit and nonprofit sectors) and/or for pursuing careers on the brand side of strategy, this course answers the question: Why should businesses and institutions care about branding?

This course focuses on exploring and clarifying the value and role of strategic visual communications within today’s broad business context. Through a combination of readings, case studies, class discussions, simulations, and media, students will recognize the importance visuals play in effective communications, gain insight into how visuals can help them to communicate more clearly and effectively, and understand the role of visuals in developing brands and marketing messages. In addition, students will build practical competencies in “the language of design” that will increase their effectiveness in selecting, briefing, leading, and evaluating design resources and their creative work.

Sitting at the intersection of business strategy, digital development, user experience, communication, and publishing, content strategy has emerged over the last few years as a discipline examining the purpose behind content (in all manifestations) and how it supports business, organizational, and user goals. While it originated in digital web design and user experience, content strategy now encompasses a much broader set of considerations and addresses content creation, distribution, and governance across multiple channels, especially the interplay among digital, social, and traditional media. Content strategy provides a holistic approach for unlocking the value behind content and for increasing its effectiveness in achieving business and organizational objectives. This course will present the fundamentals of content strategy and explore the discipline’s approaches, techniques, and tools that course participants can apply directly to the content situation in their own organization. It will draw parallels with – and highlight distinctions among – traditional communication strategy, publishing, and content strategy, and provide students with a framework to create a sustainable program grounded in meaningful, actionable content.

This elective course addresses the growing need for ethical leadership among communications and marketing professionals—both to build trust among increasingly socially conscious stakeholders and protect an organization’s reputation. Students will learn—through case studies, class discussions and assignments—how to identify ethical dilemmas, analyze potential risks and opportunities by applying ethical reasoning, and to formulate persuasive arguments for winning support for their positions from within and outside their organizations. Students will also learn how to integrate ethical decision making into long-term communications and business planning. This course will concentrate heavily on current events involving issues specific to communications and marketing professionals, including the growing influence of false and misleading information, micro-targeting racial, ethnic and other groups, misuse of consumer data and other potentially career-defining challenges.

Effective dialogue is one of the single most important activities of leaders today. Whether you are confronting a team member who is not keeping commitments, critiquing a colleague’s work, disagreeing with a spouse about financial decisions, or telling someone no, critical conversations are often avoided or handled in clumsy ways. This course will provide the theory underpinning these conversations, diagram their structure, and provide specific strategies for approaching them successfully.

This course places students at the intersection of two converging fields, behavioral economics and communication, to teach them how our predictable irrationality can become a competitive advantage in persuading people, groups and organizations to take favorable actions. Through lectures, case analysis, and group projects, students learn and apply a variety of psychological principles to communication thinking, planning and leadership. Students are challenged to think broadly about communication — advertising, public relations, social media, content and internal communication — in their application of cognitive bias and heuristics principles including anchoring, framing, loss aversion, group biases, time-discounting and choice overload.

Gender and Communication in the Workplace offers professionals across sectors and industries the knowledge and skills needed to identify the social and linguistic practices enacted at work, and the opportunity to advance the interests of those who run up against barriers to advancement as a result of prejudice and stereotyping.

This course is designed either for students who wish to embark on or further careers in politics and for those interested in exploring the dynamic field of political communication. Three themes anchor the course material: 1.) strategic communication, or deliberate and goal-oriented communication, which enables professionals to analyze and execute political strategy; 2.) message, which enables the crafting and critique of more or less effective political communication; and 3,) research, which political professionals use to formulate, shift and optimize their strategies.

This elective is designed for students looking to launch careers in public relations and corporate communications across organizations, from corporate, non-profit, start-up and/or governmental institutions. Course content will provide students with a broad overview of the PR and corporate communications function and foundational communication theory, along with hands-on, tactical training in modern public relations practice. Topics covered include strategic messaging and storytelling, working with the press to generate media coverage, leveraging social media and managing reputations online, crisis communication, public relations ethics and media law, engaging internal and external audiences, and evaluating corporate communications efforts.

The global knowledge economy, cross-border market permeability, and worldwide talent mobility have accelerated the rise of multinational and domestic organizations comprised of individuals from many different cultural and linguistic backgrounds. As these trends strengthen, so, too, does the likelihood that the 21st-century worker will spend a significant part of her/his professional career in a multicultural workplace. While such diversity affords great benefits to organizations, their employees and clients, it is often accompanied by a rise in communication misfires and misunderstandings that can undermine individual, team, and organizational performance.