ASP 330 - Case Studies in Strategic Communication

Credits: 3

Students produce a portfolio comprising group and individual case-study findings, informational interviews, communications materials, and ethical reflections on strategic communication practices. The all-track case study investigates the role strategic communication-coordinating and measuring the impact of advertising, direct response, fundraising and development, marketing, and public relations-plays in achieving organizational goals. Direct engagement with Washington, D.C. organizations and communication professionals helps students learn from experience how to differentiate between the practices of strategic, tactical, operational, and contingency plans. Each student produces a case study tied to his or her internship or another national or international organization. A concluding conference allows students to share and compare research findings across institutional types and sizes.