COMSTRAT 565
Professional Marketing Communication Management and Campaigns

Course Instructor:

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Course Overview

This course provides an overview of basic behavior change theories with a focus on strategic marketing campaign design and evaluation. As one of the final courses in the strategic communication master's program, it will draw on the information from the previous courses. Students will learn to use theory and research to more effectively plan, design, execute and evaluate strategic communication messages and campaigns.


Course Goals

After completion of the course, students should be able to demonstrate how to implement and evaluate theory-driven communication campaigns and campaign messages.


Course Work

Each unit will consist of several readings. Students will respond at least ten times to the readings via posts to the course's message board. Students will complete two brief assignments and two case studies about strategic communication campaigns that have been fielded in the past ten years. Students will also complete a final project.

Discussion Board Posts:  Students will be expected to post thoughts, comments, and questions related to the readings ten times during the semester. It is my expectation that posts will be well thought out, well-written, and academic in nature. The first two posts will not be graded, but I expect you will complete both of these points. Each of the remaining eight posts will be worth 3 points each.

I will use a rubric to evaluate your discussion board participation.  Please read this rubric carefully before completing your first discussion board post.  Please notice that you will need to completely answer each of the questions in the discussion prompt.  You will be evaluated on the quality of your writing, and on your adherence to APA style. I expect that your initial posts will refer to the course materials.  

You should also notice that part of your grade is based on your response to your peers' initial posts.  I do not expect that you will respond to everyone's initial post.  As a general rule, I expect you will respond to at least two of your peers' responses. To earn full points for the participation/interaction portion of the grade, however, you will need to interact with more than two peers.  You should plan to contribute to the discussion board each week as it is our primary way of communicating with one another.

This is a master?s level course, so I expect that your initial posts on the discussion board will be written formally.  You should first draft these posts in Microsoft Word, and allow yourself enough time to revise and edit them. You will need to use proper in-text citation, and when relevant, you should include a Works Cited list at the end of your post.

Plan for Final Project:  You will need to submit a plan for your final project.  Please review the in-depth description of this assignment in the course space.

Campaign Case Study: Each student will choose a communication campaign that has previously been fielded. You will then write and design a three-page case study that discusses theoretical applications, message construction, and evaluation of the campaign.  They must be graphically designed. 

Final Project: Each student will be responsible for market testing two to three strategic communication messages via focus groups or in-depth interviews. Each student will either choose two to three original work products from a previous course or will design new original work products that can be market tested among members of the target public. Students will work with the professor at the start of the semester to identify the work products that will be the focus of this semester-long project. Students will then market test the material, revise the work products based on feedback from the target publics, and submit the final work products. The final report will include: the original work products, a report of the market testing findings, and the revised work products. 


Instructor Interaction

As you are expected to participate in this course daily, I also will be active in the course space on a daily basis. I expect to respond to emails within 24 hours during the weekdays and 48 hours on the weekends. If you would like to make a Zoom (virtual) appointment with me, please do so via my appointment calendar within Calendly: calendly.com/chelseasofficehours


Late Work Policy

No late work will be accepted.


Select University Policies

Discriminatory Conduct Statement

Discrimination, including discriminatory harassment, sexual harassment, and sexual misconduct (including stalking, intimate partner violence, and sexual violence) is prohibited at WSU (See WSU Policy Prohibiting Discrimination, Sexual Harassment, and Sexual Misconduct (Executive Policy 15) and WSU Standards of Conduct for Students).

If you feel you have experienced or have witnessed discriminatory conduct, you can contact the WSU Office for Equal Opportunity (OEO) and/or the WSU Title IX Coordinator at 509-335-8288 to discuss resources, including confidential resources, and reporting options. (Visit oeo.wsu.edu for more information).

Most WSU employees, including faculty, who have information regarding sexual harassment or sexual misconduct are required to report the information to OEO or a designated Title IX Coordinator or Liaison.  (Visit oeo.wsu.edu/reporting-requirements for more info).

Academic Integrity Statement

Washington State University, a community dedicated to the advancement of knowledge, expects all Academic integrity will be strongly enforced in this course. Cheating is defined in the Standards for Student Conduct WAC 504-26-010(3). It is strongly recommended that you read and understand these definitions:  http://apps.leg.wa.gov/wac/default.aspx?cite=504-26-010.  

Violation of academic integrity on any assignment will involve (i) an academic penalty ranging from a minimum of both a zero on that assignment and the reduction of a full letter grade on your final grade to failure of the entire course, (ii) filing of case with the Office of Student Conduct, and per university regulations, (iii) inability to withdraw from the course.

Reasonable Accommodation Syllabus Statement

Reasonable accommodations are available for students with a documented disability. If you have a disability and need accommodations to fully participate in this class, please either visit or call the Access Center (Washington Building 217; 509-335-3417) to schedule an appointment with an Access Advisor. All accommodations MUST be approved through the Access Center.

Campus and Classroom Safety Statement

Classroom and campus safety are of paramount importance at Washington State University, and are the shared responsibility of the entire campus population.  WSU urges students to follow the ?Alert, Assess, Act? protocol for all types of emergencies and the ?Run, Hide, Fight? response for an active shooter incident. Remain ALERT (through direct observation or emergency notification), ASSESS your specific situation, and ACT in the most appropriate way to assure your own safety (and the safety of others if you are able).

Please sign up for emergency alerts on your account at MyWSU. For more information on this subject, campus safety, and related topics, please view the FBI?s Run, Hide, Fight video and visit the WSU safety portal.

First Week Class Attendance (Rule 72)

Students who do not attend class during the first week of the semester will likely be dropped from the course. Students with extenuating circumstances should notify the Office of Student Affairs.[1]  Valid reasons for missing class do not relieve the student of their responsibility for that missed work.

Academic Regulations, Rule 34a

Students may only repeat a course graded C- or below one time at WSU during fall or spring semesters.  Additional repeats are allowed from another institution or at WSU during summer terms or by special permission of the academic unit offering the course.

[1] The Office of Student Affairs can be found at http://www.studentaffairs.wsu.edu/.


Grading

I have high expectations for your performance and success in this class. Spelling, grammar, and punctuation count on all assignments. Any of these errors are problematic and cast serious doubt on the accuracy of the facts in your project. Multiple errors of this type will lower your grade. I expect students to read and engage with all course materials, and participate actively in class discussions via the online discussion board. 

Course work Points
Discussion Board Posts 24
Plan for Final Project 10
Campaign Case Study 15
Final Project 36
Total 85


Grade Points Grade Points
A 93-100% C 73-76%
A- 90-92% C- 70-72%
B+ 87-89% D+ 67-69%
B 83-86% D 60-66%
B- 80-82% F 0-59%
C+ 77-79%    

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