How to manage communication campaigns

Course Description:
Provides learners with knowledge to manage communication campaigns by covering theories and processes of campaign development and implementation. Covers best practices project management techniques, communication audits, budgets, and resource allocation. Offers hands-on experience creating, writing, and presenting communication campaign implementation plans.

Course Goals:
The primary goal of the course is to analyze the theory, process, and management of developing, producing, and distributing the messages that compose a communications campaign. Secondary goals will be to teach students to breakdown and analyze campaign plans to define budgetary and resource needs.

Student Learning Outcomes:
At the end of this course, students will be able to:

Analyze theories of diffusion of innovation.Identify and analyze the processes involved in developing, producing, and distributing communications campaign messages.Prepare budgets for communication plans.Prepare the resource allocation plans needed to implement communication plans, including personnel, facilities, and technologies.Manage implementation of communication plans, using best management practices.Create information flows and reporting mechanisms to support campaign implementation.

Course Content:

Theories of diffusion of innovation.Project management models and best practices.Project information flows and reporting pathways.Communication campaign strategies.Communication campaign budgeting.Communication campaign resource allocation.

Course Requirements:

For the correct edition of the textbook assigned to a specific class, go to:
Strategic Communications Planning for Effective Public Relations & Marketing (Paperback: Kendall/Hunt) 6th Edition, 2015 by Laurie J. Wilson & Joseph D. Ogden

Grading Factors:
All Assignments Percent
Class Discussions: Weeks 1-4 (5% each x 4) 20%
Live Sessions: Weeks 1-4 (5% each x 4) 20%
Research Planning Task: Week 1 10%
Action Planning I Task: Week 2 10%
Action Planning II Task: Week 3 10%
Executive Summary Presentation: Week 4 5%
Final Written Communications Plan Proposal: Week 4 25%
Total 100%
Recommended Course Grading (expressed as percentages)
A 95-100 B+ 87-89 C+ 77-79 D+ 67-69
A- 90-94 B 84-86 C 74-76 D 64-66
B- 80-83 C- 70-73 D- 60-63 F 0-59
Definition of Grades
A Outstanding Achievement Significantly Exceeds Standards
B Commendable Achievement Exceeds Standards
C Average Achievement Meets Standards
D Marginal Achievement Below Standards
F Failing

Grading Criteria:

Written work will be graded using the following criteria:

Organization and development of your ideas.Uses text concepts properly.Use of research, data, and experience to support your ideas.Use of references to substantiate your ideas.Evidence of critical thinking in expressing your judgment.Professional grammar and writing style.


Students are expected to participate in all assigned activities.


Horine, G. (2005). Absolute Beginner’s Guide to Project Management. London, UK: Que Publishing.
Kerzner, H. (2005). Project Management: A Systems Approach to Planning, Scheduling and Controlling. Hoboken, NJ: John Wiley & Sons.
Leach, L. (2006). Lean Project Management: Eight Principles for Success. San Jose, CA: BookSurge Publishing.
Lewis, J. P. (2006). Fundamentals of Project Management. Chicago, IL: AMACOM.
Meredith, J. R., & Mantel, S. J. (2005). Project Management: A Managerial Approach. Hoboken, NJ: John Wiley & Sons.
Mintzberg, H., et. al. (2003). The Strategic Management Process: Concepts, Contexts, Cases. 4th Ed. New York, NY: Prentice Hall.
Simmons, R. E. (1990). Communication Campaign Management: A Systems Approach London, UK: Longman Group United Kingdom.
Williams, M. (2008). The Principles of Project Management. Collingwood, VIC (Australia): Sitepoint Publishing.
Wysocki, R. K. (2006). Effective Project Management: Traditional, Adaptive, Extreme. Hoboken, NJ: John Wiley & Sons.

Online Resources:

Course Website with Supplementary Materials:

Good compilation of books, articles, and websites about the theory of diffusion of innovation.
Viral and word-of-mouth marketing and the theory of diffusion of innovation:
Campaign management requires collaboration at John Deere
Oct 30, 2007 … There’s no such thing as standalone campaign management anymore …”We were looking for the ability to support team communication and the ..,289142,sid11_gci1280272,00.html
Developing a Health Co Campaign Sample Step One Project

Below are some examples of plans for developing a health communication campaign. The format is based on THCU’s Step One project management worksheets: Mad cow PR campaigns (U.S.) – SourceWatch 1 Industry Crisis Communications: Responding to Mad Cow in Canada … relations and issues management to successfully protect the U.S. beef industry. … Organization of a communication campaign and creation, operation Organization of a communication campaign and creation, operation and management of an Internet site for the Netd@ys Europe 2003 initiative 2 : DG Education … Effective Communications Campaign Required to Change Consumer planned employee communication campaigns are at. the core of great population health management. benefit programs. When tied to management …

Sample Solution
How to manage communication campaigns

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