MEDC 5300: Strategic Communications

Course Description

This course is taught from a top-management perspective regarding the strategic role of communications, and the communications manager, in achieving the company mission and measurable bottom-line results. It introduces students to an integrated approach to managing all communications functions, including all direct and indirect communications requirements for both internal and external audiences and intermediaries, such as customers, suppliers, distributors, employees, shareholders, competitors, politicians, analysts, journalists and lobbyists. It encompasses the functional areas of marketing communications, organizational communications, media relations, investor relations, government relations and corporate branding.

Prerequisites

MEDC 5000 Media Communications

Incoming Competencies

Students are expected to perform graduate level work, including writing and basic research. Also, as for all Internet courses, students must be disciplined and self-motivated.

Learning Outcomes

Upon the successful completion of this course, students will have:

Demonstrated an in-depth understanding of the strategic role of integrated communications in achieving corporate mission and financial goals;

Practiced utilizing a model for the integration of all functional areas of communications, including external marketing communications/ advertising, internal communications, general corporate communications, issue management and public relations;

The ability to apply theoretical principles to actual companies and organizations;

The ability to write a detailed communications plan for an organization and prove its value;

The ability to place communications strategy within the context of both internal and external culture;

A clear understanding of the role and requirements of the chief communications officer;

Understand and master writing skills necessary for preparation of written analysis, reports and case studies including English grammar, punctuation, sentence construction, word choice and syntax;

Required Textbooks and Course Materials

Please go to MBS Direct to find the appropriate textbooks and other materials for this course.

Please be aware when purchasing your textbooks that the International versions of the text may differ from the Domestic (North American) version required for your course.

Course Activities

Reading
Participation in online discussions
Written assignments

University Policy Statements

This course is governed by the University's policies, as published in the University catalog. They can also be found online at http://www.webster.edu/gradcatalog/policies.shtml.

Any student caught cheating or committing plagiarism may fail the class and be subject to further disciplinary action.

This syllabus may be revised at the discretion of the instructor without the prior notification or consent of the student.

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