JTC 573 - Strategic Digital Communication

  • 3 credits

This is an applied graduate-level seminar on managing digital media projects and campaigns with the public and in organizations. We will utilize contemporary case studies involving communication and media management as key learning projects in this course.

Strategic communication planning requires the on-going assessment of the client’s strengths and weaknesses and those of the competition (or competition for the viewer’s attention in a crowded media universe). Planning a successful communication campaign or project is dependent on the implementation of carefully targeted messages in a variety of selected media.

Course objectives:
At the completion of this course each student will be able to:
• Solve communication management problems that involve the development of creative strategies and tactics to communicate the client’s messages to internal staff or carefully defined publics.
• Creatively identify the ideal media channels to effectively communicate the client’s selected messages.
• Create a proactive solution to an ethical communication dilemma in a company or organization.
• Explain how to manage creative teams who may be working across local, national, or international sites.
• Describe how applications such as social networks can be used strategically for internal and external digital communication in organizations.

Textbooks and Materials

Textbooks and materials can be purchased at the CSU Bookstore unless otherwise indicated.

Required

  • Strategic Communications for PR, Social Media and Marketing, 7th Ed. (2016)
    Wilson, Ogden & Wilson
    ISBN: 978-1-5249-8314-7

Instructors

Tianna Kennedy
Tianna Kennedy

Tiana.Kennedy@colostate.edu

Tiana (Nelson) Kennedy serves as the Assistant Vice Chancellor of External Relations for the Colorado State University System, which encompasses CSU in Fort Collins, CSU Pueblo, and CSU Global.

Tiana came to Colorado State University in 2008 and has held a variety of roles for the university at its downtown Denver office. In her current position, Tiana serves as a member of the Chancellor’s cabinet and manages strategic communications, partnerships, and visibility for the System office. In addition, she teaches Strategic Digital Communications for the CSU Masters of Communications and Media Management program.

She began her professional career as a newspaper journalist for the Fort Collins Coloradoan, and continued into positions for several companies focused on public and media relations, outreach, and communications. In 2013, she founded an animal welfare non-profit called PawsCo, to help dogs and cats in need and to fill gaps within the shelter system; she ran the 350-volunteer organization in a volunteer capacity until January 2021.

She holds a Master’s in Business Administration, as well as a Bachelor’s degree in Technical Journalism from CSU.

Civic involvement is an important part of Tiana’s life and she has served on a number of boards of directors and commissions, including the Colorado Federation of Animal Welfare Agencies and the Mayor’s Commission of Strategic Partnerships. In 2017, Tiana received the Denver Business Journal 40 Under Forty Award, and was awarded the Dumb Friends League “Friends Award” indicative of partnership excellence in 2019.

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