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Strategic Communication Planning

1st term
Online Programs for Applied Learning
4 credits
Academic Year:
2021 - 2022
Instruction Method:
Auditors Allowed:
Grading Restriction:
Letter Grade or Pass/Fail
Course Instructor:
  • Benjamin Lozare
Benjamin Lozare

Focuses on the step-by-step design, implementation, evaluation, and critique of communication programs designed to change behavior relevant to tobacco control Allows students to create actual health communication campaigns guided by P-Process worksheets.

The course will explore the concept of stages applied to tobacco control – strategic defensive, stalemate, strategic offensive and consolidation. At the individual level, the course will sharpen approaches to specific audience segments such as non-smoker unlikely to smoke, non-smoker likely to smoke, occasional smoker and established smoker.

Learning Objectives:

Upon successfully completing this course, students will be able to:

  1. Plan and conduct formative communication research and root cause analysis
  2. Define appropriate audience segments
  3. Formulate strategic communication objectives and design appropriate messages
  4. Select media and choose appropriate media mix
  5. Understand the process of developing materials
  6. Manage communication teams and impact evaluation
Methods of Assessment:

Mid-term: 20%, LiveTalk participation: 10%, Class project presentation: 50%, Assignments and comments on other students' work: 20%

Enrollment Restriction:

Restricted to OPAL students enrolled in Certificate in Global Tobacco Control

Instructor Consent:

No consent required