Study Guide

Objective

The Student:
- masters the creation and adaptation of a communication plan.
- knows how to communicate with different stakeholders.
- manages media relations and public relations.
- is familiar with relevant metrics for communication.

Content

see current implementation

Location and time

Lectures according to course schedule.

Preliminary plan:

Week 1: Introductions, Introduction to Communication & Communication Planning: Integrated Communication Plans, Project Management Communication Planning, and working with clients, Creative Briefs:Understanding Communication Planning & Needs

Week 2:Target Audience & Segment Analysis

Week 3:Stakeholder Analysis and Theory
& Corporate Identity & Media Communications (Paid & Owned Media) Discussion

Week 4: Public Relations & Media Planning / Crisis Communication (Earned Media)

Week 5:Plan Effectiveness: Evaluation of Communication Plans

Week 6: Exam Week & Prepare for Presentations

Materials

REQUIRED READINGS / BOOKS
o Business Communication for Success. University of Minnesota. Open Access Ebook. Available at: https://open.lib.umn.edu/businesscommunication/
o Public Relations v.10 https://2012books.lardbucket.org/books/public-relations/
o Hansen, K. A., and Paul, N. (2015) Information Strategies for Communicators. University of Minnesota. Open Access Ebook. https://open.lib.umn.edu/infostrategies/

RECOMMENDED READINGS (excerpts provided by instructor in Moodle)
o Advertising, Promotion, and Other Aspects of Integrated Marketing Communications 10th edition) by Shimp & Andrews. 2018. ISBN-13: 978-1-337-28265-9
o Project Management Fundamentals: Key Concepts and Methodology, 2nd Edition. Haugan, Gregory T. ISBN: 978-1-567-26281-0

Teaching methods

The course is taught using textbooks and assigned readings, along with lectures which include discussions, case studies, and supplemental materials, exercises. In addition, students are expected to written paper assignments and online discussion posts which are all designed to help students to gain a better understanding of effective communication planning and public relations (PR).

Employer connections

Students will be required to visit a business / organization of interest to learn more about field specific project management

Exam schedules

Information at course start.

Student workload

5 cr = 135 h studying; 24 h lectures, project work, assignments, discussions and preparations for presentations.

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

see current implementation

Assessment criteria, good (3)

see current implementation

Assessment criteria, excellent (5)

see current implementation

Assessment methods and criteria

A. Lectures: Lectures will be provided to disseminate introductory information and conduct in class activities and discussions about the topic at hand. See class schedule for additional details. Please note schedule information may change during the semester at the instructor’s discretion. Students are expected to keep up with readings and to take notes during class. Class participation is also highly recommended.

B. Meetings with the key stakeholders: Students will be required to visit a business / organization of interest to learn more about field specific project management. Students must keep notes / records of the meetings held and submit those with the course communications plan.

C. Reading Assignments: For this class, reading assignments will be provided from the most applicable sources for the topic being explored. There is a required text and additional readings may be assigned during the semester. Several case studies will be provided throughout the course which will be discussed in class.

D. Written Assignments/Homework/Exams/Communications Plan: These assignments will be utilized to enable students to critically think through the application of communication concepts in a realistic setting and to facilitate writing and assembling of the final communications plan.

E. Presentation of Plan. Students will prepare and present their communication plan to the class toward the end of the course. This assignment will allow students the opportunity to present their plans to their peers which requires critical thinking through their plan’s objectives, plans for communication and PR, as well as the effectiveness of the plan and focus on presenting the the key elements of the plan itself. In addition, it provides for an opportunity to address and work on both wiritten and verbal communication skills within the course.
DISCUSSIONS (25 points each / 150 points total)
ASSIGNMENTS & FINAL COMMUNICATION PLAN (750 points)
• Assignments (100 points each / 400 points total)
• Final Communication & PR plan (200 points)
• Presentation of Final Communication & PR plan (150 points)
EXAM (100 points)

Qualifications

Basics of Marketing