It's a Social Media World

A Discussion on Digital Media & Communication Trends

Comm 306 Syllabus

Integrated Strategic Communication Syllabus (Comm 306)

Strategic communication refers to the totality of an organization’s efforts to lead, motivate, persuade, and inform its various publics, which include consumers, investors, employees, and the media. This course provides students with information and insights about strategic communication: how messages are created and framed, why we respond to messages the way we do, and how to employ communications strategies to advance organizational goals.

This course is designed to explore strategic communication strategies for businesses and other organizations which must communicate with the public. The course will address the media, methods, and ethics of institutions’ interactions with a variety of audiences by using a lab-based format each week to apply the concepts of the course material. Students should be prepared to think strategically, write, compose, and practice strategic communication skills on a weekly basis.

Course Objectives
At the conclusion of this course, students should be able to:

  1. Define, apply and integrate key ideas in the field of public relations and strategic communication.
  2. Understand the broad historical and contemporary theories of public relations and strategic communication.
  3. Evaluate and create virtual/tactical communication strategies for various organizations.
  4. Evaluate the ethical implications of strategic communication on members of society.
  5. Select, organize, and present various strategic communication documents in several media forms.

Reading & Materials

Seitel, F.P. (2010).  The Practice of Public Relations, 11th ed., Upper Saddle River, NJ: Pearson  Education, Inc.

McArthur, J. (2012). Community 2.0 – At the intersection of digital media and information design.

Students will need to create and maintain an active Twitter account as well as a blog portfolio site for this course. In addition, students may purchase other materials during the semester including supplies for projects as designed by the student in accordance with the project requirements. You will want to keep track of your assignments throughout the term to revise and submit at the end of the term in a portfolio located on your blog website.

As a member of this course, each student is expected to:

  1. Participate fully in class by being present and contributing to ongoing classroom discussions in a meaningful way.
  2. Bring a positive attitude and a strong work ethic.
  3. Demonstrate respect for others and their views.
  4. Students will choose an organization and business scenario at the beginning of the semester. Throughout the course they will use their lab assignments to address the scenario. The culminating project will be an integrated marketing and communication plan showcasing all of their lab work as well as a written plan for the organization. Students will be required to present their plan on the last day of class.
  5. Create and maintain an online, blog-based website with a strategic communication focus. In addition, students are required to comment on other students blogs. This interaction is designed to foster a sense of community and further the strategic communication discussion. Furthermore, the blog will serve as a strategic communication portfolio. All lab assignments will be posted to the portfolio section of their blog with a small description of the assignment.
  6. Create and maintain a Twitter account with a strategic communication focus. Students are required to participate in two PR chats outside of class. Below is a list of acceptable PR Chats. You are also welcome to find a PR Chat that interest you. If you do please share with me and the class so that we can determine if it meets the criteria.
  • Mondays – 5:00 – 6:00 – PM #Journchat
  • Tuesdays – 3:00 – 4:30 PM – #ConnectChat
  • Tuesdays – 8:00 – 9:00 PM – #PR20Chat
  • Wednesdays – 1:00 – 2:00 PM – #PRCafe (very student friendly)
  • #PRStudChat
  1. Complete weekly lab assignments.
  2. Engage with class members on joint projects as assigned.
  3. All assignments must be turned in by 6:00 PM on the day they are due via email. Late assignments will not be accepted and will result in zero points for that assignment.

Grading Policy
Grades in this course will be based on 1000 available points:

A 1000-940   A- 939-900
B+ 899-870   B   869-840   B-  839-800
C+ 799-770   C  769-740    C- 739-700
D+ 699-670   D  669-600    F   599-0

Points will be allocated as follows:

Lab Exercises & Assignments:       500 point
Blog Posts & Portfolio:                     200 points
Integrated Plan & Presentation      200 points
Participation on Twitter & Blogs     100 points

TOTAL:                                                      1000 points

Information on all lab assignments and their point allocations will be given during lab times. Please ask me if you have any questions, concerns, or need additional resources for any of the assignments that we will complete.

Attendance is expected in this course. If you will be missing class for any reason, let me know as soon as possible. If you miss class, you are responsible for contacting a classmate to find out what work was missed.  Excessive absences will result in failure of the course. There are several in class team labs. These can not be made up and in order to receive points you must attend the class.

Always make arrangements with me as soon as you know about an upcoming absence. Arrangements for making up missed work must be made in advance. Assignments submitted late will not be accepted.

For the schedule of events please click here

Queens University of Charlotte Policies

Disability Accommodations: If you are a student with a verified disability and you require accommodations, please provide me with the necessary memorandum that was given to you by Student Disability Services. Contact: The Coordinator of Disability Services: Sandy Rogelberg, 704-337-2508.

Honor Code: The Honor Code, which permeates all phases of university life, is based on three fundamental principles. It assumes that Queens students: a) are truthful at all times, b) respect the property of others (this includes written, visual, and digital works, thus, plagiarism is a Honor Code violation), and c) are honest in tests, examinations, term papers, and all other academic assignments. It is a violation of the Honor Code for a student to be untruthful concerning the reason for a class absence. If you believe that you have witnessed a violation of the Queens Honor Code, I encourage you to speak with me confidentially. All members of the Queens community adhere to the Honor Code, these expectations are outlined in the Honor Code Booklet, which can be found on the university’s website:

Queens University of Charlotte Honor Code

As a member of the Queens University of Charlotte community, I will endeavor to create a spirit of integrity and honor for its own sake at Queens University of Charlotte.

Academic Pledge: I pledge truthfulness and absolute honesty in the performance of all academic work.

Community Pledge: I pledge to be truthful at all times, to treat others with respect, to respect the property of others,and to adhere to University policies.

Accepting both the privileges and responsibilities of living by this code of honor, I resolve to uphold this code and not to tolerate any violations of its spirit or principles.

E-mail: Students’ Queens University of Charlotte e-mail (Qmail) is an official form of communication for this course, and will be used to disseminate materials and provide updates in group and individual form. Please check your email regularly.

University Closings / Cancelled Classes: In the rare occasion when it is necessary to close the university announcements will be made on TV and radio, and will be posted on the Queens web site, The best way for the Queens community to receive fast and accurate information about closings is to sign up for QALERT at Remember, you must register as a new user each academic year, even if you’ve signed up in the past. NOTE: If classes are meeting but you feel that you cannot find a safe way to get to class, you should notify me as soon as possible.

Intellectual Property Policy: Queens University of Charlotte faculty and students adhere to the Queens’ Intellectual Property Policy and U.S. Copyright Law. See Faculty Handbook,, and the Queens University of Charlotte website at

A Notation
This content may be modified on a regular basis to facilitate effectiveness in the seminar experience. Seminar participants are advised to check this page often for revisions.
Last update: October 1, 2012

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