This course is designed to introduce you to significant concepts and issues in planning for, and evaluating communication campaigns. There are two primary objectives of this course: 1) to provide you with knowledge and skills for conducting communication campaign research and 2) to guide you in building critical literacies to constructively criticize the campaign evaluations of others. These are skills that are actively sought after by professional campaigns, industry leaders, and government agencies across a wide range of contexts.
This course is centered on one grand question, ‘How can we demonstrate that a communication campaign is effective?’ While this question seems simple at first, you will learn that there is a great deal of breadth and depth of reasoning and observation needed in fully answering this question.
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