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Strategic Communications Foundations

(Elective Course)

Strategic Communications Foundations emphasizes understanding and communicating with an organization's major stakeholders including employees, customers, investors or donors, government, NGOs and other associations. Communications practices are covered for both traditional and digital media platforms.

Students will learn how to develop key messages to enhance the brand, to develop programs which improve the organization's sustainability and reputation, and to prepare for and respond to crises. Whether the student plans to go into the strategic communications specialization or has had prior experience in marketing or communications, he or she will find this helpful in understanding how organizations work, and it should provide guidance to selecting future courses in the IMC program.