BBA LEADERSHIP INSTITUTE
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BLI 2304 Integrated Communications for Internal and External Audiences
COURSE DESCRIPTION
The course presents a general five-step process for performing integrated business communications. It also explores specific strategies and tactics that are best suited to communicate with three key audiences: the public/media, customers/prospects, and employees. Students will develop and be evaluated individually on a number of writing and presentation exercises. In addition, student teams will develop and be evaluated on complex communication planning exercises.
COURSE OBJECTIVES
1) Increase understanding of the process required to validate/prioritize, plan, develop, execute, and measure complex communication campaigns.
2) Increase understanding of strategies and tactics for communicating to different internal and external audiences.
3) Enhance ability to write effectively for a variety of communication channels and audiences.
4) Increase appreciation for the critical role communication plays in operating a successful business.
