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Strategic Campaigns Syllabus


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Syllabus for my Strategic Campaigns class in the department of communication at Shepherd University.

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Strategic Campaigns Syllabus

  1. 1. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 1 COMM 470: Strategic Campaigns Fall 2014 | 3 Credit Hours Lecture: 01: Location: KN G07 Time: T/R 11-­‐12:15pm Text: · Developing the Public Relations Campaign: A Team-­‐Based Approach (3rd edition) by Randy Bobbitt and Ruth Sullivan (ISBN: 978-­‐0-­‐205-­‐06672-­‐8) The Shepherd bookstore online tool for finding best price on new, used, rentals: Professor: Matthew J. Kushin, PhD email: Phone: 304-­‐876-­‐5361 Office hours: L10K MW 12-­‐2pm , or by appointment. Course Documents & Assignments accessible on Sakai: Course Overview This course expands upon the study of public relations by examining and critiquing public relations campaigns. Students build upon skills developed in Principles of Public Relations and Communication Research to advance their knowledge of the process of planning, executing, and evaluating strategic campaigns. LEAP Goals: #1: Knowledge of Human Cultures & the Physical & Natural World #2: Intellectual & Practical Skills throughout the Curriculum Learning Outcomes: ▪ Inquiry & Analysis ▪ Critical and Creative Thinking ▪ Oral & Written Communication ▪ Information Literacy ▪ Collaborative Work ▪ Lifelong Learning Objectives: This course § Will help you identify strategic communication campaigns in your day-­‐to-­‐day life § Teach you to analyze and evaluate the components of strategic communication campaigns § Teach you project management skills. § Require you to develop a strategic communication campaign plan with a team of classmates Assessment based on ability to: § Utilize technology to improve critical thinking and writing § Produce excellent professional writing. § Work effectively in teams to complete course projects § Give professional presentations in a team § Identify historical and emerging trends in mass communication, technologies, and audiences § Demonstrate familiarity with the writing, research, and documentation conventions in the field of communication. Classroom Structure & Professionalism This course marks your transition from student to professional. The class will be structured with a mix of lecture and active class and discussion. We will begin the semester with a heavier emphasis on lecture. For the campaign portion of the class, the professor will take a supervisor role overseeing and guiding your team’s work. Onus will be placed on students to manage their time and work effectively. I expect you to behave professionally in your conduct and interactions. We will treat this class as though you work for the company we will do our campaigns for. Expect that I will evaluate your work and treat your work as though this was a real-­‐world business. Assignments: Campaign Case Study Paper 10% Participation 5% Exam 1 10% Peer Evaluations 16% (8% each)
  2. 2. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 2 Strategic Plan Proposal 22% Part 1: 5% Part 2: 13% Proposal Presentation 4% Strategic Plan Implementation & Evaluation 33% Presentation 5% Completed Campaign 28% CisionPoint Software Accreditation (Pass/Late/Fail) 4% Final Grades: Final grades will be determined with the following scale. There is no rounding: A = 100-­‐90% B = 89.9-­‐80% C= 79.9-­‐70% D= 69.9-­‐60% F =0-­‐59.9% All assignments due by the start of class on the due date unless specified otherwise. Resources If you are intent on studying strategic comm, you need to 1) read, and 2) be professionally active on social media. I post and share content related to school, social media, and PR. Follow me on Twitter: @mjkushin o Follow these lists I cultivate: §­‐media -­‐ General Social Media News § -­‐ Shepherd and local – play your cards right and you might end up on this list! § -­‐ PR, marketing, etc., w/ a bend toward new media. Social Media Policy Will you be my friend on Facebook? No. I keep Facebook as my “private” space. I will interact with you on: Twitter, Google+, LinkedIn, etc. Equipment Checkout: For some of the projects in this class you’ll need media equipment. If you don’t have your own, you can check them out from the library. I suggest planning ahead. You are responsible for any equipment you check out and for adhering to all library policy. Find equipment & policy info here: Course Policies Classroom Environment: Play (mp3 players, games on handheld devices, etc), reading non-­‐course related materials, or working on assignments for other classes is distracting. We’re all here to learn and people pay a lot of money for their education. Use of Internet devices to take notes & gather information to inform classroom discussion is strongly encouraged. But browsing & social interaction are not so please minimize use during class. If your use of any device becomes disruptive, it will negatively impact your participation grade. Although I may speak with you about this, do not expect a warning prior to reduction nor for the instructor to inform you that your grade has been reduced. If your ringer goes off during class, please turn it off. If you feel the call may be an emergency, please step out of class. Participation Grade: A portion of your grade comes from participation. These are not “free” points distributed to students just for showing up. They must be earned. This grade is calculated based on various “participation challenge” assignments I will assign throughout the semester, general participation in classroom discussion and evidence of preparation (e.g., attending class having completed the readings), and the student’s contribution to a productive, inclusive and respectful educational environment for the professor and fellow students.
  3. 3. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 3 Attendance, Being On Time, & Leaving Early: Department Attendance policy: 1 week of classes worth of unexcused absences permitted, full grade deduction for each absence thereafter, and 5 or more is automatic F. Attendance will be taken every class. You MUST attend your classes regularly and engage in the requirements for each class; otherwise, your financial aid may be revoked either partially or in full. This would result in an amount due by you to the University immediately. Please refer to for more details. If you know you will be missing classes – work with me ahead of time. High-­‐fives will be given to students who miss no more than 2 classes at the end of the semester; two-­‐handed high fives for students who miss no classes. Class participation is important for the success of the class and to your success. You are expected to attend class regularly and on time and to stay for the duration of class. Students who arrive more than 5 minutes late or leave lecture before it is complete without notifying the instructor prior to the start of class will receive a reduction in their overall attendance & participation grade. Do not expect a warning or notification of grade reduction. Make-­‐up Exams: Make up exams will be offered only once per student with proper documentation (e.g., doctor’s note) of absence and will be evaluated on a case-­‐by-­‐case basis. Make-­‐up exams will be offered during office hours and must be complete by the end of the same working day the student returns to class. Make up exams will not be offered beyond 2 weeks after it is scheduled on the syllabus. Late assignments: Late means turned in ANYTIME AFTER the end of scheduled class time on the due date. 2 minutes late and 2 hours late are treated equally. Late assignments will be accepted for a 20% reduction in grade. (except participation challenges – which can only receive 50% credit if the student is not present when due; and presentation assignments which cannot be made up). Late assignments will not be accepted beyond 1 class period late. Students are responsible for remembering to turn in assignments (whether online or in person) prior to end of class on the due date. In the rare case that a student is not able to attend class on the date an assignment is due, the student may submit the assignment electronically BEFORE the end of class on the assigned day for full credit. If you are having email/internet issues, you can fax it to the communication department or slide it under Dr. K’s office door. There will be no exceptions to the late assignment policy. Email & Electronic Communication Policy: I will prioritize & make every effort to respond to communications sent during virtual office hours ASAP. However, for electronic communication occurring outside of established Office Hours: v Students can expect to get a response to an email from me within 48 hours of sending it, often much sooner. If you don’t hear from me within 48 hours, send a polite reminder. v If you send me an email or any other electronic communication and I do not respond to it, then I did not receive it. You will always get a response from me if I received something. v Students should not expect responses on weekends or after 6pm. v Email subject lines should include: Class Title & Your name. e.g., “Comm 203 – Jane Doe” v In case of real emergency needing response ASAP, add “[emergency]” to subject line. Don’t abuse this! Academic Dishonesty. Each student in this course is expected to abide by the Shepherd University Academic Integrity Procedures found in the Shepherd University Student Handbook ( By submitting academic work, students warrant that the work is their own and that unauthorized materials or resources were not used. Plagiarism, fraud, unauthorized use of resources–cheating in all its forms is not tolerated. All members of the Shepherd community are responsible for maintaining their own academic integrity and for reporting suspected academic dishonesty.
  4. 4. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 4 Plagiarism is the act of stealing and using, as one’s own, the ideas of another or the written expression of the ideas of another. Students guilty of academic dishonesty in any course will receive sanction from the course instructor and may face sanctions by the University, particularly if there is a second reported offense. Sanctions may include dismissal from the University. In this course you will fail any assignment you plagiarize on. Additional sanctions may be taken at the discretion of the instructor including but not limited to reporting the incident to the proper university authorities. Disability Support Services: Disability Support Services at Shepherd University believes that every student should succeed, and works closely with students to meet their needs. Students requesting any disability related accommodation should contact the Disability Coordinator at 304-­‐876-­‐5453. This includes students with learning disabilities needing classroom accommodations, students requesting specific housing accommodations for health-­‐ related reasons, and all other disability accommodations. Accommodations need to be documented and provided to instructors. Please see for more information.
  5. 5. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 5 Tentative Schedule Note: Readings are to be completed by the date listed below. Schedule is subject to change. [Week#] Week of Day Topic Due assignments in italics Reading Due [1] 8/25 Tues Intro to Class Thurs What is a Strategic Campaign? Project Overview Chapter 1 – Bobbitt & Sullivan [2] 9/1 Tues Situating Persuasion, Decision-­‐Making, Theory In the Campaign Participation 1: Applying concepts to Campaign (in class) Chapter 1 – finish (read Johnson & Johnson case study at end of chapter) Bring your textbook to class! Thurs Campaign Plan Overview: PIE Method Group Contract (in class) Assign: CisionPoint Accreditation: Parts 1 & 2 Chapter 2 – Bobbitt & Sullivan [3] 9/8 Tues Class Canceled – Dr. Kushin to ICBO in the UK Thurs Class Canceled – Dr. Kushin to ICBO in the UK [4] 9/15 Tues Background Research: Client Analysis Strategic Campaign Proposal: Part 1 Participation 2: Client Analysis (in class) Chapter 3 – Bobbitt & Sullivan Thurs CLIENT VISITS (tentative): Client Interview Workshop: Client Analysis [5] 9/22 Tues APA citations; Background Research: Public Analysis Participation 3: Public Analysis (in class) Field Research Notes Chapter 3 – finish – read case studies Listen (podcast): analysispodcast Thurs Background Research: Competitor Analysis Lab Time to Finish Client, Publics, and Competitor Analysis sections Chapter 4 [6] 9/29 Tues Situation Analysis Participation 4: Situation Analysis (in class) o6A Thurs Goals and Objectives Strategic Campaign Proposal: Part 1 Field Research Notes Chapter 5 [7] 10/6 Tues Professor-­‐Team Meetings, RE: Proposal Part 1 Thurs Key Messages and Message Support Strategic Campaign Proposal: Part 2 and Presentation Chapter 5 – finish effectiveness [8] 10/13 Tues Channels and Opinion Leaders Take Home Exam Petition to give warning to team member onfusion es2 Case Studies Examples #1 (PDF on Sakai) Thurs Fall Break – No Class [9] 10/20 Tues Strategies & Tactics; Channels, Strategies, Tactics Lab Time Take Home Exam Chapter 6 Case Studies Examples #2 (PDF on Sakai)
  6. 6. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 6 Thurs Overview: Common Tactics and Considerations Case Study Paper Indicate days we will meet in G8 Lab. indicates presentation dates Case study papers are due BY the finals due date and time:________________ diacommdiff [10] 10/27 Tues Tactics workshop (Open Workshop -­‐ Work on your s/t & finalizing proposals; I will be in class to help any team) Chapter 7 Thurs Proposal Presentations Team Evaluations #1 (in class) Strategic Campaign Proposal: Part 2 and Presentation [11] 11/3 Tues Professor-­‐Team Meeting: RE Proposals Part 2 Petition to fire team member Chapter 8 Thurs Implementation; Implementation Lab Time Participation #6: Implementation (in class) Strategic Campaign Implementation Plan And Presentation Chapter 9 [12] 11/10 Tues Evaluation Sign up for one-­‐on-­‐1 meetings Chapter 10 Thurs Project work day: Lab CisionPoint Accreditation: Part 1 (proof that you completed the Cision final exam) [13] 11/17 Tues Project work day: Lab Required Professor-­‐Team “Check in” Meetings Failure to attend your team’s designated meeting time will result in reduction of that person’s final project grade. Thurs Project work day: Lab Required Professor-­‐Team “Check in” Meetings Case Study Paper: 5% bonus deadline Failure to attend your team’s designated meeting time will result in reduction of that person’s final project grade. [14] 11/24 Tues Thanksgiving Break – No Class Thurs Thanksgiving Break – No Class [15] 12/1 Tues Final Presentations Strategic Campaign Implementation Plan (on Sakai) Team Evaluations (in class) Thurs Final Presentations CisionPoint Accreditation: Part 2 OPTIONAL – for extra credit (proof that you got your accreditation uploaded to dropbox on Sakai)