Planning Communication Strategies for Social Change

Description

The purpose of this course is to provide a basic grounding in contemporary mass communication theories and concepts that lead to effective planning and designing of communication material used in development practice.

We will achieve this through learning about different communication theories and models and by analyzing case studies culminating in a team project on relevant topics in the field of communication for social change. The objective of this course is two fold; 1) to understand the art and science of effective communication, and 2) to understand the research-based process of implementing communication strategies.

This online course is divided into three modules – 1) introduction to behavior change theories and communication for social change, 2) planning and implementation of strategic communication and 3) an applied research project. We will engage in a collaborative and team-based learning process through threaded discussions, short reaction essays, reflections on the readings and short project. The instructor will play the role of the facilitator and pose problems for which collectively we will seek ideas and propose solutions.

Learning Outcomes

Upon successful completion of the course, the participants would be able to:

1. Identify the multi-faceted role of communication in supporting development projects and specifically focus on establishing communication goals to support project goals.
2. Learn the importance of formative research and understand how research can be integrated in communication planning
3. Clearly articulate the steps needed to implement communication strategies based on the needs of the population served
4. Gain competence in  writing a technically sounds communication proposal which included research, planning and evaluation of the proposed intervention
5. Understand the importance of using theoretical concepts from social sciences, humanities and marketing to effectively plan communication strategies to meet the development goals.
6. Be able to apply integrated communication concepts to on-going projects