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Erin Willis
Welcome to "Integrated and Strategic Communication Campaigns", the first course of the specialization, Strategic Communication Campaigns.
Ever wanted to "get the word out" or create "buzz" for your organization? This course will leave you knowing how to deliver the right message to the right audience at the right time via the right channel.
Read more
Welcome to "Integrated and Strategic Communication Campaigns", the first course of the specialization, Strategic Communication Campaigns.
Ever wanted to "get the word out" or create "buzz" for your organization? This course will leave you knowing how to deliver the right message to the right audience at the right time via the right channel.
Read more
Welcome to "Integrated and Strategic Communication Campaigns", the first course of the specialization, Strategic Communication Campaigns.
Ever wanted to "get the word out" or create "buzz" for your organization? This course will leave you knowing how to deliver the right message to the right audience at the right time via the right channel.
You will get started by understanding the best practices for communication campaigns and learning the basics around how to tell the story that represents your brand well. You will then be able to take that story to the right channels so that it gets told internally and externally from an organizational point of view. In the final week, you will take a closer look at communication campaigns from other brands to understand how paid, earned, shared, and owned media are used.
By the end of this course, you will have encountered multiple examples and strategies for strategic communication campaigns that will have you feeling more confident about creating one on your own!
Register for this course and see more details by visiting:
OpenCourser.com/course/j0z240/integrated
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What's inside
Syllabus
Campaign Basics and Integrated Communication
Welcome to the course, "Integrated and Strategic Communication Campaigns"! To set your self up well for any future campaign, you will want to start with planning it first. In this first week, you will do the same. After learning the basics about planning, you will be introduced to the PESO model, which strategically leverages communication so as to "get the word out" and create "buzz" for your organization. Then, you will learn how to glean insight from research by segmenting audiences and begin to think about how to use persuasive communication to solve organizational problems. This allows you to deliver the right message to the right audience at the right time via the right channel.
Read more
Syllabus
Campaign Basics and Integrated Communication
Welcome to the course, "Integrated and Strategic Communication Campaigns"! To set your self up well for any future campaign, you will want to start with planning it first. In this first week, you will do the same. After learning the basics about planning, you will be introduced to the PESO model, which strategically leverages communication so as to "get the word out" and create "buzz" for your organization. Then, you will learn how to glean insight from research by segmenting audiences and begin to think about how to use persuasive communication to solve organizational problems. This allows you to deliver the right message to the right audience at the right time via the right channel.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause and
possible dealbreakers
Meant as an introduction to the topic for beginners
Provides hands-on experience with strategic marketing
Provides strategic frameworks for understanding communication
Well-structured and comprehensive in nature
May require additional knowledge on concepts and theories for application
Should be taken in conjunction with other courses in the specialization
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Reviews summary
Practical strategic communication campaign foundations
According to students, this course serves as an excellent foundation and practical guide for communication campaigns, particularly beneficial for aspiring communication professionals and those seeking a refreshing overview. Learners frequently praise its well-structured content, digestible modules, and the engaging delivery by the instructor. The course's emphasis on real-world examples, case studies, and the effective application of the PESO model is highly valued for its practical utility. Assignments are consistently noted as challenging yet helpful, effectively reinforcing learning. While it offers a comprehensive overview, a few reviews suggest a desire for deeper dives into advanced tactics for specific scenarios, and one mentioned inconsistent peer-review grading. Overall, it is considered highly valuable for building confidence in strategic communication.
Assignments and activities are challenging, thought-provoking, and effectively reinforce learning.
"The assignments are challenging but helpful in applying the new information."
"The quizzes and peer-review assignments reinforced the learning effectively."
"The interactive exercises were a great way to apply what we learned."
"The final project tied everything together perfectly. The peer feedback in assignments was incredibly valuable for improving my work."
Features a clear, concise, and engaging instructor with well-organized content and logical pacing.
"The instructor was clear and concise in explaining the topics. Highly recommend for anyone looking to step into the communication field..."
"Highly recommend this course! The instructor's delivery was engaging, and the content was well-organized."
"Very well-structured and engaging. The examples provided were highly relevant and helped in grasping complex ideas quickly."
"The course structure is logical, and the pacing is just right."
Emphasizes real-world application through practical examples, case studies, and key models.
"I found this course to be incredibly insightful and practical. The real-world examples and case studies were particularly helpful..."
"The content was very relevant and up-to-date, covering essential aspects of modern communication. I appreciated the emphasis on integrated communication strategies and the PESO model."
"I learned how to use practical tools and strategies that I could apply immediately to my work."
"The balance between theoretical knowledge and practical application is perfect."
Provides a comprehensive and practical basis for strategic communication campaigns.
"Excellent course. It provides a good overview for people entering the communication field..."
"An excellent first course for anyone interested in strategic communication. Gives a great foundation of what to expect in the field..."
"This course provided a solid introduction to strategic communication campaigns."
"I feel much more confident in my ability to develop communication strategies now."
One learner noted inconsistencies in the peer-review grading process, affecting their experience.
"I encountered a few instances where the peer-review grading felt inconsistent, which affected my learning experience slightly. The content itself is solid."
While an excellent introduction, some advanced learners desired more in-depth content.
"The content is well-explained, but I felt some parts could delve deeper into advanced tactics for specific scenarios."
"My only minor critique is that some video segments felt a bit too short, leaving me wanting more detail on certain topics."
"I wished for more advanced insights in certain modules to complement the solid introduction."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Integrated and Strategic Communication Campaigns with these
activities:
Review concepts of integrated communication
Show steps
Reinforce understanding of the foundational concepts of integrated communication to prepare for more complex topics covered in the course.
Show steps
-
Revisit key concepts of communication theory, such as the sender-receiver model, feedback loops, and noise.
-
Review different types of communication channels and their strengths and weaknesses.
-
Explore case studies or examples of successful integrated communication campaigns.
Develop a persuasive communication strategy
Show steps
Apply the principles of persuasion to create a compelling communication message.
Show steps
-
Identify the target audience and their needs and interests.
-
Craft a clear and concise message that resonates with the audience.
-
Choose the appropriate communication channel to deliver the message effectively.
Collaborate with peers on a communication project
Show steps
Share knowledge, ideas, and feedback with peers to enhance understanding and creativity.
Show steps
-
Form a small group of classmates.
-
Choose a communication problem or challenge to work on together.
-
Brainstorm solutions and develop a joint communication strategy.
-
Present your findings to the class or a wider audience.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Design a communication campaign plan
Show steps
Develop a comprehensive plan for a strategic communication campaign.
Show steps
-
Define the campaign objectives, target audience, and communication strategy.
-
Outline the tactics and activities to be implemented.
-
Establish metrics to measure the effectiveness of the campaign.
Create a social media campaign
Show steps
Apply communication and marketing principles to create a targeted and engaging social media campaign.
Show steps
-
Define the target audience, campaign objectives, and key messages.
-
Choose the appropriate social media platforms and create engaging content.
-
Monitor and measure the campaign's performance and make adjustments as needed.
Explore advanced communication techniques
Show steps
Enhance communication skills through exposure to innovative and cutting-edge techniques.
Show steps
-
Identify areas for improvement in your communication skills.
-
Research and explore online tutorials, articles, or books on advanced communication techniques.
-
Apply the techniques you learn to real-world communication scenarios.
Contribute to open-source communication projects
Show steps
Gain practical experience in applying communication principles and contributing to the wider community.
Show steps
-
Identify open-source communication projects that align with your interests.
-
Join the project's community and contribute your skills in areas such as documentation, code development, or user support.
-
Collaborate with other contributors and learn from their expertise.
Review concepts of integrated communication
Show steps
Reinforce understanding of the foundational concepts of integrated communication to prepare for more complex topics covered in the course.
Show steps
Show steps
Show steps
- Revisit key concepts of communication theory, such as the sender-receiver model, feedback loops, and noise.
- Review different types of communication channels and their strengths and weaknesses.
- Explore case studies or examples of successful integrated communication campaigns.
Develop a persuasive communication strategy
Show steps
Apply the principles of persuasion to create a compelling communication message.
Show steps
Show steps
Show steps
- Identify the target audience and their needs and interests.
- Craft a clear and concise message that resonates with the audience.
- Choose the appropriate communication channel to deliver the message effectively.
Collaborate with peers on a communication project
Show steps
Share knowledge, ideas, and feedback with peers to enhance understanding and creativity.
Show steps
Show steps
Show steps
- Form a small group of classmates.
- Choose a communication problem or challenge to work on together.
- Brainstorm solutions and develop a joint communication strategy.
- Present your findings to the class or a wider audience.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Design a communication campaign plan
Show steps
Develop a comprehensive plan for a strategic communication campaign.
Show steps
Show steps
Show steps
- Define the campaign objectives, target audience, and communication strategy.
- Outline the tactics and activities to be implemented.
- Establish metrics to measure the effectiveness of the campaign.
Create a social media campaign
Show steps
Apply communication and marketing principles to create a targeted and engaging social media campaign.
Show steps
Show steps
Show steps
- Define the target audience, campaign objectives, and key messages.
- Choose the appropriate social media platforms and create engaging content.
- Monitor and measure the campaign's performance and make adjustments as needed.
Explore advanced communication techniques
Show steps
Enhance communication skills through exposure to innovative and cutting-edge techniques.
Show steps
Show steps
Show steps
- Identify areas for improvement in your communication skills.
- Research and explore online tutorials, articles, or books on advanced communication techniques.
- Apply the techniques you learn to real-world communication scenarios.
Contribute to open-source communication projects
Show steps
Gain practical experience in applying communication principles and contributing to the wider community.
Show steps
Show steps
Show steps
- Identify open-source communication projects that align with your interests.
- Join the project's community and contribute your skills in areas such as documentation, code development, or user support.
- Collaborate with other contributors and learn from their expertise.
Career center
Learners who complete Integrated and Strategic Communication Campaigns will develop knowledge and skills
that may be useful to these careers:
Communication Manager
Communication Manager
The work of a Communication Manager involves planning and executing communication campaigns to enhance an organization's image and reputation. This course in Integrated and Strategic Communication Campaigns provides a solid foundation for this role by teaching the principles of campaign planning, audience research, and message development. The course also covers the use of paid, earned, shared, and owned media in communication campaigns, which is essential knowledge for Communication Managers.
Public Relations Specialist
Public Relations Specialist
Public Relations Specialists are responsible for managing an organization's relationships with the media, customers, and other stakeholders. This course in Integrated and Strategic Communication Campaigns is highly relevant to this role as it teaches the principles of strategic communication, media relations, and crisis communication. The course also provides practical experience in developing and executing communication campaigns, which is essential for Public Relations Specialists.
Marketing Communications Manager
Marketing Communications Manager
Marketing Communications Managers are responsible for developing and executing marketing communication campaigns to promote products and services. This course in Integrated and Strategic Communication Campaigns provides a strong foundation for this role by teaching the principles of marketing communication, campaign planning, and audience research. The course also covers the use of different media channels in marketing communication, which is essential knowledge for Marketing Communications Managers.
Corporate Communications Manager
Corporate Communications Manager
Corporate Communications Managers are responsible for managing an organization's internal and external communication. This course in Integrated and Strategic Communication Campaigns is useful for this role as it teaches the principles of corporate communication, media relations, and crisis communication. The course also provides practical experience in developing and executing communication campaigns, which is essential for Corporate Communications Managers.
Advertising Account Manager
Advertising Account Manager
Advertising Account Managers are responsible for managing client relationships and developing and executing advertising campaigns. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of campaign planning, audience research, and message development. The course also covers the use of different media channels in advertising, which is essential knowledge for Advertising Account Managers.
Media Planner
Media Planner
Media Planners are responsible for developing and executing media plans for advertising campaigns. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of media planning, audience research, and media buying. The course also covers the use of different media channels in advertising, which is essential knowledge for Media Planners.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for developing and executing social media campaigns to promote products and services. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of social media marketing, audience research, and content creation. The course also covers the use of different social media platforms, which is essential knowledge for Social Media Managers.
Event Planner
Event Planner
Event Planners are responsible for planning and executing events such as conferences, trade shows, and corporate functions. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of event planning, audience research, and logistics management. The course also covers the use of different communication channels in event planning, which is essential knowledge for Event Planners.
Public Affairs Specialist
Public Affairs Specialist
Public Affairs Specialists are responsible for managing an organization's relationships with government officials and other stakeholders. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of public affairs, media relations, and crisis communication. The course also provides practical experience in developing and executing communication campaigns, which is essential for Public Affairs Specialists.
Investor Relations Manager
Investor Relations Manager
Investor Relations Managers are responsible for managing an organization's relationships with investors and other stakeholders. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of investor relations, media relations, and crisis communication. The course also provides practical experience in developing and executing communication campaigns, which is essential for Investor Relations Managers.
Writer
Writer
Writers are responsible for creating written content for a variety of purposes, such as marketing, advertising, public relations, and journalism. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of writing for different audiences and purposes. The course also provides practical experience in writing different types of content, which is essential for Writers.
Editor
Editor
Editors are responsible for editing and proofreading written content for a variety of purposes, such as marketing, advertising, public relations, and journalism. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of editing and proofreading. The course also provides practical experience in editing different types of content, which is essential for Editors.
Journalist
Journalist
Journalists are responsible for gathering, writing, and reporting news and information for a variety of media outlets. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of journalism, media relations, and crisis communication. The course also provides practical experience in writing different types of content, which is essential for Journalists.
Broadcaster
Broadcaster
Broadcasters are responsible for presenting news and information to a variety of audiences through television, radio, and other media outlets. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of broadcasting, media relations, and crisis communication. The course also provides practical experience in writing different types of content, which is essential for Broadcasters.
Teacher
Teacher
Teachers are responsible for educating students in a variety of subjects. This course in Integrated and Strategic Communication Campaigns may be useful for this role as it teaches the principles of communication, audience research, and message development. The course also provides practical experience in developing and executing communication campaigns, which is essential for Teachers.
For more career information including salaries, visit:
OpenCourser.com/course/j0z240/integrated
Reading list
We've selected eight books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Integrated and Strategic Communication Campaigns.
Save
This textbook provides a current and comprehensive overview of the field of public relations, and includes case studies and examples from a variety of industries.
Provides a comprehensive overview of crisis management, and offers practical advice on how to prepare for and respond to crises.
Provides a comprehensive overview of social media marketing, and offers practical advice on how to use social media to achieve business goals.
Provides a practical guide to digital marketing, and includes step-by-step instructions on how to use a variety of digital marketing tools and techniques.
Save
This classic textbook provides a comprehensive overview of marketing management, and includes insights into the latest marketing trends and strategies.
Provides a theoretical and practical overview of public relations, and includes case studies from a variety of organizations.
Save
Provides a comprehensive overview of communication theories, and includes insights into the latest trends in communication research.
Save
Provides a comprehensive overview of the impact of digital media on public relations, and offers practical advice on how to use digital channels to build relationships with stakeholders and promote an organization's brand.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/j0z240/integrated
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Effort
About 6 to 8 hours
Level
Introductory
Via
Coursera
Institution
University of Colorado Boulder
Instructor
Erin Willis
Language
English
This course belongs to a
collection
called
Strategic Communication Campaigns. It's comprised of three courses:
- Integrated and Strategic Communication Campaigns (viewing)
- How to Implement and Evaluate Communication Campaigns
- Understanding the Campaign Components
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