COURSE TITLE: Strategic Communication and Campaigns

Course Code: JM 222 Credit Value: 3 Credits

Contact Hours

• Lectures: 2 hours/week

• Practical / Communication Planning Workshops: 2 hours/week

Duration: 15 Weeks (One Semester) Prerequisite: JM 212 – Public Relations and Corporate Communication

1. Course Description

This course develops students' knowledge and practical skills in designing, implementing, managing, and evaluating strategic communication campaigns for public, private, governmental, and non-governmental organisations. Students examine communication theories and campaign planning models used to influence knowledge, attitudes, and behaviour among target audiences.

The course covers situational analysis, audience research, communication objectives, message development, media planning, budgeting, implementation, monitoring, evaluation, stakeholder engagement, crisis communication, advocacy, social and behaviour change communication (SBCC), and integrated marketing communication (IMC). Students apply strategic communication principles to campaigns delivered through traditional, digital, and social media.

Practical workshops provide experience in developing comprehensive communication campaign proposals based on real-world organisational challenges.

The course prepares students for careers in public relations, strategic communication, corporate affairs, development communication, government communication, political communication, advocacy, and communication consultancy.

2. Course Objectives

By the end of this course, students should be able to:

1. Explain theories and models of strategic communication.

2. Conduct situational and audience analyses for communication campaigns.

3. Develop measurable communication objectives and key performance indicators (KPIs).

4. Design integrated communication strategies using appropriate media channels.

5. Prepare campaign budgets, schedules, and implementation plans.

6. Monitor and evaluate communication campaign effectiveness.

7. Apply ethical and professional standards in strategic communication practice.

8. Produce a comprehensive strategic communication campaign proposal.

3. Learning Outcomes

Upon successful completion, students will be able to:

• Analyse organisational communication challenges using appropriate planning frameworks.

• Conduct audience segmentation and stakeholder analysis.

• Develop evidence-based strategic communication campaigns.

• Produce communication materials aligned with campaign objectives.

• Select appropriate traditional and digital communication channels.

• Measure campaign performance using monitoring and evaluation tools.

• Apply ethical principles in campaign planning and implementation.

• Present a professional campaign plan addressing a real-world communication issue.