Research & Awareness

In order to formulate a strategic message for use in an integrated communications campaign, some basic questions need to be answered: Who are we trying to reach? What environment will we be communicating in? How can we better understand our client and the challenges at hand? This course teaches students the quantitative and qualitative research methods to best answer these questions with a special focus on online resources - including electronic databases, blogs and other ways of tracking grassroots market intelligence. Students will become familiar with library resources and develop the skills, practices, and mindset required for graduate studies in the communications field. Smaller papers throughout the semester will be the basis of a larger, final analysis & individual presentation of an actual brand or public relations case study.

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