Designed to explore the skills and confidence needed to maneuver through institutional crises in the modern information environment, including navigating traditional and social media, target audience analysis, message development, rapid response, and strategy assessments.

Explore messaging methodology to efficiently capture the core messages for any kind of topic—organizational, key initiatives, timely announcements, department plans, even people—in a strategic message platform.

Recognize ways to better understand consumer behavior through data analytics and data science to formulate, update, and enhance digital strategies with the goal of creating more effective, yet, ethical, strategies and brand experiences.

A high-level overview of social science research philosophy, fundamental elements of research design, and statistical methods to further develop basic communication evaluation methods—including quantitative and qualitative research methods, elementary data analysis, sampling/recruiting, and reporting to interpret and evaluate studies.

Investigate the roles of consumer and social psychologies, along with advertising and marketing principles, to ensure the effectiveness of social media marketing strategies and understand the importance of user personas while assessing the impacts of social media tactics to measure overall strategy effectiveness.

Examine basic concepts and theoretical frameworks guiding analyses of micro and macro organizational communication processes along with compelling communication methods and strategies designed for business leaders and entrepreneurs through vision and character, embracing change, thought leadership, team chemistry, and effective communication habits.