COMMS 333
Download as PDF
Public Relations and Advertising Digital Intelligence
CommunicationsCollege of Fine Arts and Communications
Course Description
This course introduces students to digital intelligence research and the practice of issues management. You will learn how to gather and analyze internet and social media data to understand culture, audiences, and messages, then apply those insights to shape organizational reputation and trust. Students will earn professional certifications, sharpen their portfolio, and work on projects that mirror industry challenges. More than technical skills, students will develop the strategic judgment and integrity needed to lead organizations through today’s fast-changing world.
When Taught
Winter
Min
3
Fixed/Max
3
Fixed
3
Other Prerequisites
Major status
Title
Issues Management
Learning Outcome
Explain issues management as a communication framework for understanding how organizations identify, monitor, and respond to issues that affect reputation and trust.
Title
Environmental Scanning
Learning Outcome
Conduct digital environmental scanning by collecting and interpreting data from internet and social media sources to identify emerging issues and cultural trends.
Title
Key Performance Indicators
Learning Outcome
Analyze the performance of messages and conversations across digital channels using common communication metrics.
Title
Insight Generation
Learning Outcome
Generate insights from digital intelligence research that can inform organizational awareness and guide high-level decision-making about issues.
Title
Collaboration
Learning Outcome
Develop as a disciple of Jesus Christ by practicing empathy, integrity, and teamwork, seeing issues from multiple perspectives, and approaching communication challenges with a spirit of service.
