BUS/IRL 335 Strategic Communications and the Magic of Stories

In today's digital world, paid advertising is no longer sufficient. Consumers and stakeholders need a cohesive narrative in order to buy into a product, a cause or an organization's mission. This course will introduce a framework for creating an international communication strategy coupled with meaningful storytelling. After learning the steps in the development of a communication strategy, students will apply this knowledge to their own personal project. The course will also examine inbound and outbound marketing in the corporate, government and NGO spheres. Finally, we will learn about different channels for content generation and
media-based interactions, such as: social media, blogs, podcasts, advertisements, newsletters, email marketing, video posts, interviews, press conferences, reels, interviews, and public relations.