COMM 3760

Planning Communication Campaigns

Course Description

Course information provided by the 2025-2026 Catalog.

Provides a theoretical and practical overview of the audiences, messages, and evaluation of communication campaigns. The course considers common methods of data collection (e.g. in-depth interviews, surveys) and analysis of campaign-related data sources. Specific topics include: (1) campaign goals, objectives, strategies, and tactics; (2) research design and implementation; (3) audience segmentation; (4) message construction; and (5) techniques of evaluation.

Prerequisites REF-FA25 Prerequisite or corequisite: COMM 2820 or equivalent research methods course, and a course in basic statistics.

Distribution Requirements (SBA-AG)

Exploratory Studies (CU-CEL)

Last 3 terms offered 2025SP, 2024FA, 2024SP

Learning Outcomes REF-FA25

• Students will be able to identify key principles involved with the design, implementation and evaluation of public communication campaigns.
• Students will be able to evaluate existing communication campaigns based on criteria learned throughout the course.
• Students will be able to apply a variety of research methodologies, including unobtrusive observation, in-depth interviews and/or surveys, to inform an original communication campaign proposal.
• Students will be able to apply communication theory to justify and develop campaign messages that are likely to be effective in reaching campaign objectives among targeted audiences.

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