Syllabus
Introduction to Graduate Studies in Strategic Communication
Course Contents and Objectives
Intro to Graduate Studies in Strategic Communication
The main goal of this course is to introduce our graduate students to the discipline of communication and the subfields of strategic communication: public relations and organizational communication. They need to learn, first of all, the critical and analytical skills that are necessary for success in graduate education. Research methods and the most common writing styles will be discussed in the course.
Furthermore, the course offers an in depth analysis of the role of theory and research in social sciences in general and communication studies in particular.
History is an essential component of the course, as well. We will, first, analyze the early history of communication studies, a necessary step to understand the development in the discipline, and then focus on the particular history in the academic and professional fields of strategic communication (both in the external and internal tracks).
The theoretical section of the course deals with the model for developing communication campaigns to address internal and external audiences. We will also discuss the basics of persuasive communication research, since strategic communication can be regarded as a persuasion industry.
The Introduction to Graduate Studies in Strategic Communication also explains the nature, content and structure of our program. Students should become familiar with the two main tracks within the program. Strategic communication is divided in our department, both at graduate and undergraduate level, in internal and external emphases. In the internal communication track, also knows as organizational communication, students learn how to deal with audiences that are considered constituents of the organization (employees, donors, stakeholders, …), while the external track focuses on audiences that do not belong to the organization (customers, media, legislators, …).
Finally, the course also incorporates a reflection on the subject “Ethics and Communication”. Communication, above all when supported by mass media, might become a powerful weapon. We will discuss some ethical gray areas and basic standards in the field of professional communication.
Objectives
1. To develop writing, researching and critical analysis skills necessary for success in graduate education.
2. To introduce students to the discipline of communication, and the sub-fields within strategic communication: public relations and organizational communication.
3. To introduce the student to the role of theory, research and practice as fundamental to graduate studies in general and communication studies in particular.
Course’s Structure
This Introduction has three main sections. During the first weeks of the semester (1 to 5), we study our academic field, strategic communication, and the main features of our Master’s program. This section is taught by Jose Carlos del Ama.
In the second section, weeks 6 to 9, the course focuses on the internal track of the program: Organizational Communication. Becki Louys takes over this second phase.
Finally, the last weeks of the term (10 to 14), José Carlos del Ama introduces the external track of the program: The professional field of Public Relations.
Literature
This online introductory course is reading intensive. In this Web-site you will find all the readings you need to success in the course. The course contents are organized in three different categories: Online Lectures (HTML documents or audiovisual files) Readings (mostly PDF documents) Streaming Media (videos). Still, you may consider buying this style guideline:
Style Manual for Communication Studies
Bourhis, J., Adams, C., & Titsworth, S. (any edition). Style manual for communication studies. Boston: McGraw-Hill.
Again, information contained in this book will be available in Blackboard Learn. However, I recommend the book because its contents may be helpful for you during your graduate studies and beyond.
Grading
Grading in the class will be based on a number of elements. They are
| 1st Exam (Introduction, Weeks 1-5) | 15% |
| 2nd Exam (Org Comm, Weeks 6-9) | 15% |
| Organizational Study | 10% |
| Case Study | 30% |
| Participation | 10% |
| Final Exam (Cumulative) | 20% |
Organizational Study
Two pages evaluating the potential usefulness of organizational approaches, the most and least valuable for use in an organizational study.
Case Study
You will have to write a case study, worth 20% of your final grade. You can focus on any of the topics covered in the course. It could be a historical case, a crisis situation or any of the application fields discussed in the learning units. We suggest you share your ideas with the instructor before making the final decision about the topic. You must follow APA style guidelines to format the paper.
The structure of your case study should cover following items:
1 – Definition of the situation:
Why was communication necessary?
2 – Strategy:
Definition of the strategic goals of the campaign, the particular target audiences and the channels used to reach them.
3 – Communication:
How were the outreach tools created and the messages delivered?
4 – Evaluation:
To which extent was the campaign effective
You should be able to write this paper in 10 pages (Times New Roman, double spaced).
Participation
Each Student is expected to participate in the online discussion forums that will appear every week in the corresponding folder in the course’s main menu. The participation grade will be based on the regularity of your participation and the quantity and quality of your entries. This grade is relative, the more active the group is the more you will have to participate to reach a high grade.
Examinations
There will be three exams in this course. The first exam covers the contents of the online lectures, readings and audiovisual materials of the first five weeks of the term. The second exam focuses off the Organizational Communciation section of the course. Both exams will be available for three days (Friday through Sunday), but you have only three hours to complete it.
The last week of the classes, the final exam, which is cumulative, will be published. You have one week to complete three essay questions related to the contents of the whole course.
Policies
Please Note: The instructors reserve the ultimate right to modify the schedule of activities, assignments and tests for the class as it deems necessary. In addition, the professors reserve their rights to assess the overall ability of the students to meet the expectations of the course and will exercise their right to pass or fail the student accordingly.
Late Assignments
Late assignments will be graded so you receive feedback, but will be worth only half credit (100 pt. paper receives 50 points). This is a severe penalty; it is not fair to others who met the deadlines if we accept yours late. The instructor will not accept any assignment more than one week late. In online course, computer problems are no longer reasonable excuses for late assignments. The instructor suggests becoming familiar with the Blackboard Learn environment as soon as possible and scheduling ample time for the assignments.
In case you experience technical problems with the learning system, please contact immediately the help desk (860 832 1720)
Incompletes
The University’s policy on the awarding of incompletes is discussed in the catalog and will be followed in this class.
Academic dishonesty
CCSU has a zero tolerance policy on academic dishonesty. Academic dishonesty includes cheating on homework or exams, and also plagiarism. The unauthorized use of AI can also be regarded as academic misconduct (for instance, the use of AI tools – ChatGPT, or similar – to answer multiple choice, true/false or short essay questions). In written assignments, submission of AI generated text as the own work is considered plagiarism. Demonstrated cases of academic dishonesty can result in severe penalties including receiving an “F” in the class.
To learn more about this subject, please read CCSU’s policy of academic misconduct at ccsu/academicintegrity
Special Needs
Please contact us privately to discuss your specific needs if you believe you need course accommodations based on the impact of a disability, medical condition, or if you have emergency medical information to share. We will need a copy of the accommodation letter from Student Disability Services in order to arrange your class accommodations. Contact Student Disability Services, room 241, Copernicus Hall if you are not already registered with them. Student Disability Services maintains the confidential documentation of your disability and assists you in coordinating reasonable accommodations with your faculty.
Diversity Statement
It is our intent that students from all diverse backgrounds and perspectives be well-served by this course, that students’ learning needs be addressed both in and out of class, and that the diversity that students bring to this class be viewed as a resource, strength and benefit. We will present materials and activities that are respectful of diversity: gender, sexual orientation, disability, age, socioeconomic status, ethnicity, race, culture, perspective, and other background characteristics. Please let us know ways to improve the effectiveness of the course for you personally or for other students or student groups. In addition, we have attempted to avoid conflicts with major religious holidays. If, however, we have inadvertently scheduled an exam or major deadline that creates a conflict with your religious observances, please let us know as soon as possible so that we can make other arrangements.
Tentative Course Outline
Thanksgiving (November 22-26)
| Week | Contents |
|---|---|
| Week 0 8/27-8/30 | Instructor: José Carlos Del Ama Introduction to the Course What is graduate Education? Communication Defined Early History of the Field of Communciation. |
| Week 1 9/2-9/6 | Instructor: José Carlos Del Ama Strategic Communication Defined Internal vs. External Ethics and Communication “Thank you for Smoking |
| Week 2 9/9-9/13 | Instructor: José Carlos Del Ama Research and library resource: - Plagiarism, Citing Sources (APA Style) - Reading a Journal Article - Web Reference Materials - Writing a Review of the Literature Planned Program of Study and Capstones |
| Week 3 9/16-9/20 | Recent History of the Field of Communication: - Social Scientific vs. Humanistic - Qualitative vs. Quantitative - How Do Theory and Research Interconnect? |
| Week 4 9/23-9/27 | Instructor: José Carlos Del Ama Historical Development: - The Public Be Fooled - The Public Be Damned - The Public Be Informed - The Public Be Understood The Ideal of Two-Way Symmetric Communication |
| Week 5 9/30-10/4 | Instructor: José Carlos Del Ama Theoretical Approaches to the Field of Strategic Communication Persuasion Theory October 4-6: 1st Exam Open |
| Week 6 10/7-10/11 | Instructor: Becki Louys Internal Track: Foundations of Organizational Communication |
| Week 7 10/14-10/18 | Instructor: Becki Louys Internal Track: Organizational Culture and Leadership October 18: Organizational Study |
| Week 8 10/21-10/25 | Instructor: Becki Louys Internal Track: Power Dynamics, Conflict, and Organizational Communication |
| Week 9 10/28-11/1 | Instructor: Becki Louys Internal Track: Globalization, Ethics, and Diversity November 1-3: 2nd Exam Open |
| Week 10 11/4-11/8 | Instructor: José Carlos Del Ama External Track: - The Role of Mass Media in Strategic Communication - Communication Conditions |
| Week 11 11/11-11/15 | Instructor: José Carlos Del Ama External Track: - Public Opinion - Social Engineering - Public Opinion Structure |
| Week 12 11/18-11/22 | Instructor: José Carlos Del Ama Aplication Fields: - Philanthropy - Sponsoring - Community Relations - Environment Crisis Communication: Case Studies: - The Exxon-Valdez Environmental Catastrophe - The Tylenol Poisoning Tragedy |
| Thanksgiving Week | 11/25-12/1 |
| Week 13 12/02-12/6 | Instructor: José Carlos Del Ama The New Communication Paradigm Persuasion in the Age of Digital Surveillance 12/6: Case Study Due |
| Week 14 12/8 | Last day of classes |
| 12/9-12/15 | Final Exams |