Syllabus for my Strategic Campaigns class in the department of communication at Shepherd University. Read more about it and my other classes at: mattkushin.com

1. Matthew
J.
Kushin,
PhD
Shepherd
University
Course
Syllabus
.:.
1
COMM
470:
Strategic
Campaigns
Fall
2014
|
3
Credit
Hours
Lecture:
01:
Location:
KN
G07
Time:
T/R
11-­‐12:15pm
Text:
· Developing
the
Public
Relations
Campaign:
A
Team-­‐Based
Approach
(3rd
edition)
by
Randy
Bobbitt
and
Ruth
Sullivan
(ISBN:
978-­‐0-­‐205-­‐06672-­‐8)
The
Shepherd
bookstore
online
tool
for
finding
best
price
on
new,
used,
rentals:
http://shepherd.verbacompare.com/
Professor:
Matthew
J.
Kushin,
PhD
email:
mkushin@shepherd.edu
Phone:
304-­‐876-­‐5361
Office
hours:
L10K
MW
12-­‐2pm
,
or
by
appointment.
Course
Documents
&
Assignments
accessible
on
Sakai:
courses.shepherd.edu
Course
Overview
This
course
expands
upon
the
study
of
public
relations
by
examining
and
critiquing
public
relations
campaigns.
Students
build
upon
skills
developed
in
Principles
of
Public
Relations
and
Communication
Research
to
advance
their
knowledge
of
the
process
of
planning,
executing,
and
evaluating
strategic
campaigns.
LEAP
Goals:
#1:
Knowledge
of
Human
Cultures
&
the
Physical
&
Natural
World
#2:
Intellectual
&
Practical
Skills
throughout
the
Curriculum
Learning
Outcomes:
▪
Inquiry
&
Analysis
▪
Critical
and
Creative
Thinking
▪
Oral
&
Written
Communication
▪
Information
Literacy
▪
Collaborative
Work
▪
Lifelong
Learning
Objectives:
This
course
§ Will
help
you
identify
strategic
communication
campaigns
in
your
day-­‐to-­‐day
life
§ Teach
you
to
analyze
and
evaluate
the
components
of
strategic
communication
campaigns
§ Teach
you
project
management
skills.
§ Require
you
to
develop
a
strategic
communication
campaign
plan
with
a
team
of
classmates
Assessment
based
on
ability
to:
§ Utilize
technology
to
improve
critical
thinking
and
writing
§ Produce
excellent
professional
writing.
§ Work
effectively
in
teams
to
complete
course
projects
§ Give
professional
presentations
in
a
team
§ Identify
historical
and
emerging
trends
in
mass
communication,
technologies,
and
audiences
§ Demonstrate
familiarity
with
the
writing,
research,
and
documentation
conventions
in
the
field
of
communication.
Classroom
Structure
&
Professionalism
This
course
marks
your
transition
from
student
to
professional.
The
class
will
be
structured
with
a
mix
of
lecture
and
active
class
and
discussion.
We
will
begin
the
semester
with
a
heavier
emphasis
on
lecture.
For
the
campaign
portion
of
the
class,
the
professor
will
take
a
supervisor
role
overseeing
and
guiding
your
team’s
work.
Onus
will
be
placed
on
students
to
manage
their
time
and
work
effectively.
I
expect
you
to
behave
professionally
in
your
conduct
and
interactions.
We
will
treat
this
class
as
though
you
work
for
the
company
we
will
do
our
campaigns
for.
Expect
that
I
will
evaluate
your
work
and
treat
your
work
as
though
this
was
a
real-­‐world
business.
Assignments:
Campaign
Case
Study
Paper
10%
Participation
5%
Exam
1
10%
Peer
Evaluations
16%
(8%
each)

2. Matthew
J.
Kushin,
PhD
Shepherd
University
Course
Syllabus
.:.
2
Strategic
Plan
Proposal
22%
Part
1:
5%
Part
2:
13%
Proposal
Presentation
4%
Strategic
Plan
Implementation
&
Evaluation
33%
Presentation
5%
Completed
Campaign
28%
CisionPoint
Software
Accreditation
(Pass/Late/Fail)
4%
Final
Grades:
Final
grades
will
be
determined
with
the
following
scale.
There
is
no
rounding:
A
=
100-­‐90%
B
=
89.9-­‐80%
C=
79.9-­‐70%
D=
69.9-­‐60%
F
=0-­‐59.9%
All
assignments
due
by
the
start
of
class
on
the
due
date
unless
specified
otherwise.
Resources
If
you
are
intent
on
studying
strategic
comm,
you
need
to
1)
read,
and
2)
be
professionally
active
on
social
media.
I
post
and
share
content
related
to
school,
social
media,
and
PR.
Follow
me
on
Twitter:
@mjkushin
o Follow
these
lists
I
cultivate:
§ https://twitter.com/mjkushin/social-­‐media
-­‐
General
Social
Media
News
§ https://twitter.com/mjkushin/shep
-­‐
Shepherd
and
local
–
play
your
cards
right
and
you
might
end
up
on
this
list!
§ https://twitter.com/mjkushin/strategic
-­‐
PR,
marketing,
etc.,
w/
a
bend
toward
new
media.
Social
Media
Policy
Will
you
be
my
friend
on
Facebook?
No.
I
keep
Facebook
as
my
“private”
space.
I
will
interact
with
you
on:
Twitter,
Google+,
LinkedIn,
etc.
Equipment
Checkout:
For
some
of
the
projects
in
this
class
you’ll
need
media
equipment.
If
you
don’t
have
your
own,
you
can
check
them
out
from
the
library.
I
suggest
planning
ahead.
You
are
responsible
for
any
equipment
you
check
out
and
for
adhering
to
all
library
policy.
Find
equipment
&
policy
info
here:
http://www.shepherd.edu/libweb/libservices/borrowing.html
Course
Policies
Classroom
Environment:
Play
(mp3
players,
games
on
handheld
devices,
etc),
reading
non-­‐course
related
materials,
or
working
on
assignments
for
other
classes
is
distracting.
We’re
all
here
to
learn
and
people
pay
a
lot
of
money
for
their
education.
Use
of
Internet
devices
to
take
notes
&
gather
information
to
inform
classroom
discussion
is
strongly
encouraged.
But
browsing
&
social
interaction
are
not
so
please
minimize
use
during
class.
If
your
use
of
any
device
becomes
disruptive,
it
will
negatively
impact
your
participation
grade.
Although
I
may
speak
with
you
about
this,
do
not
expect
a
warning
prior
to
reduction
nor
for
the
instructor
to
inform
you
that
your
grade
has
been
reduced.
If
your
ringer
goes
off
during
class,
please
turn
it
off.
If
you
feel
the
call
may
be
an
emergency,
please
step
out
of
class.
Participation
Grade:
A
portion
of
your
grade
comes
from
participation.
These
are
not
“free”
points
distributed
to
students
just
for
showing
up.
They
must
be
earned.
This
grade
is
calculated
based
on
various
“participation
challenge”
assignments
I
will
assign
throughout
the
semester,
general
participation
in
classroom
discussion
and
evidence
of
preparation
(e.g.,
attending
class
having
completed
the
readings),
and
the
student’s
contribution
to
a
productive,
inclusive
and
respectful
educational
environment
for
the
professor
and
fellow
students.

3. Matthew
J.
Kushin,
PhD
Shepherd
University
Course
Syllabus
.:.
3
Attendance,
Being
On
Time,
&
Leaving
Early:
Department
Attendance
policy:
1
week
of
classes
worth
of
unexcused
absences
permitted,
full
grade
deduction
for
each
absence
thereafter,
and
5
or
more
is
automatic
F.
Attendance
will
be
taken
every
class.
You
MUST
attend
your
classes
regularly
and
engage
in
the
requirements
for
each
class;
otherwise,
your
financial
aid
may
be
revoked
either
partially
or
in
full.
This
would
result
in
an
amount
due
by
you
to
the
University
immediately.
Please
refer
to
shepherd.edu/faoweb
for
more
details.
If
you
know
you
will
be
missing
classes
–
work
with
me
ahead
of
time.
High-­‐fives
will
be
given
to
students
who
miss
no
more
than
2
classes
at
the
end
of
the
semester;
two-­‐handed
high
fives
for
students
who
miss
no
classes.
Class
participation
is
important
for
the
success
of
the
class
and
to
your
success.
You
are
expected
to
attend
class
regularly
and
on
time
and
to
stay
for
the
duration
of
class.
Students
who
arrive
more
than
5
minutes
late
or
leave
lecture
before
it
is
complete
without
notifying
the
instructor
prior
to
the
start
of
class
will
receive
a
reduction
in
their
overall
attendance
&
participation
grade.
Do
not
expect
a
warning
or
notification
of
grade
reduction.
Make-­‐up
Exams:
Make
up
exams
will
be
offered
only
once
per
student
with
proper
documentation
(e.g.,
doctor’s
note)
of
absence
and
will
be
evaluated
on
a
case-­‐by-­‐case
basis.
Make-­‐up
exams
will
be
offered
during
office
hours
and
must
be
complete
by
the
end
of
the
same
working
day
the
student
returns
to
class.
Make
up
exams
will
not
be
offered
beyond
2
weeks
after
it
is
scheduled
on
the
syllabus.
Late
assignments:
Late
means
turned
in
ANYTIME
AFTER
the
end
of
scheduled
class
time
on
the
due
date.
2
minutes
late
and
2
hours
late
are
treated
equally.
Late
assignments
will
be
accepted
for
a
20%
reduction
in
grade.
(except
participation
challenges
–
which
can
only
receive
50%
credit
if
the
student
is
not
present
when
due;
and
presentation
assignments
which
cannot
be
made
up).
Late
assignments
will
not
be
accepted
beyond
1
class
period
late.
Students
are
responsible
for
remembering
to
turn
in
assignments
(whether
online
or
in
person)
prior
to
end
of
class
on
the
due
date.
In
the
rare
case
that
a
student
is
not
able
to
attend
class
on
the
date
an
assignment
is
due,
the
student
may
submit
the
assignment
electronically
BEFORE
the
end
of
class
on
the
assigned
day
for
full
credit.
If
you
are
having
email/internet
issues,
you
can
fax
it
to
the
communication
department
or
slide
it
under
Dr.
K’s
office
door.
There
will
be
no
exceptions
to
the
late
assignment
policy.
Email
&
Electronic
Communication
Policy:
I
will
prioritize
&
make
every
effort
to
respond
to
communications
sent
during
virtual
office
hours
ASAP.
However,
for
electronic
communication
occurring
outside
of
established
Office
Hours:
v Students
can
expect
to
get
a
response
to
an
email
from
me
within
48
hours
of
sending
it,
often
much
sooner.
If
you
don’t
hear
from
me
within
48
hours,
send
a
polite
reminder.
v If
you
send
me
an
email
or
any
other
electronic
communication
and
I
do
not
respond
to
it,
then
I
did
not
receive
it.
You
will
always
get
a
response
from
me
if
I
received
something.
v Students
should
not
expect
responses
on
weekends
or
after
6pm.
v Email
subject
lines
should
include:
Class
Title
&
Your
name.
e.g.,
“Comm
203
–
Jane
Doe”
v In
case
of
real
emergency
needing
response
ASAP,
add
“[emergency]”
to
subject
line.
Don’t
abuse
this!
Academic
Dishonesty.
Each
student
in
this
course
is
expected
to
abide
by
the
Shepherd
University
Academic
Integrity
Procedures
found
in
the
Shepherd
University
Student
Handbook
(http://www.shepherd.edu/students/studenthandbook.pdf).
By
submitting
academic
work,
students
warrant
that
the
work
is
their
own
and
that
unauthorized
materials
or
resources
were
not
used.
Plagiarism,
fraud,
unauthorized
use
of
resources–cheating
in
all
its
forms
is
not
tolerated.
All
members
of
the
Shepherd
community
are
responsible
for
maintaining
their
own
academic
integrity
and
for
reporting
suspected
academic
dishonesty.

4. Matthew
J.
Kushin,
PhD
Shepherd
University
Course
Syllabus
.:.
4
Plagiarism
is
the
act
of
stealing
and
using,
as
one’s
own,
the
ideas
of
another
or
the
written
expression
of
the
ideas
of
another.
Students
guilty
of
academic
dishonesty
in
any
course
will
receive
sanction
from
the
course
instructor
and
may
face
sanctions
by
the
University,
particularly
if
there
is
a
second
reported
offense.
Sanctions
may
include
dismissal
from
the
University.
In
this
course
you
will
fail
any
assignment
you
plagiarize
on.
Additional
sanctions
may
be
taken
at
the
discretion
of
the
instructor
including
but
not
limited
to
reporting
the
incident
to
the
proper
university
authorities.
Disability
Support
Services:
Disability
Support
Services
at
Shepherd
University
believes
that
every
student
should
succeed,
and
works
closely
with
students
to
meet
their
needs.
Students
requesting
any
disability
related
accommodation
should
contact
the
Disability
Coordinator
at
304-­‐876-­‐5453.
This
includes
students
with
learning
disabilities
needing
classroom
accommodations,
students
requesting
specific
housing
accommodations
for
health-­‐
related
reasons,
and
all
other
disability
accommodations.
Accommodations
need
to
be
documented
and
provided
to
instructors.
Please
see
http://www.shepherd.edu/mcssweb/dss/default.html
for
more
information.

5. Matthew
J.
Kushin,
PhD
Shepherd
University
Course
Syllabus
.:.
5
Tentative
Schedule
Note:
Readings
are
to
be
completed
by
the
date
listed
below.
Schedule
is
subject
to
change.
[Week#]
Week
of
Day
Topic
Due
assignments
in
italics
Reading
Due
[1]
8/25
Tues
Intro
to
Class
Thurs
What
is
a
Strategic
Campaign?
Project
Overview
Chapter
1
–
Bobbitt
&
Sullivan
[2]
9/1
Tues
Situating
Persuasion,
Decision-­‐Making,
Theory
In
the
Campaign
Participation
1:
Applying
concepts
to
Campaign
(in
class)
Chapter
1
–
finish
(read
Johnson
&
Johnson
case
study
at
end
of
chapter)
Bring
your
textbook
to
class!
Thurs
Campaign
Plan
Overview:
PIE
Method
Group
Contract
(in
class)
Assign:
CisionPoint
Accreditation:
Parts
1
&
2
Chapter
2
–
Bobbitt
&
Sullivan
[3]
9/8
Tues
Class
Canceled
–
Dr.
Kushin
to
ICBO
in
the
UK
Thurs
Class
Canceled
–
Dr.
Kushin
to
ICBO
in
the
UK
[4]
9/15
Tues
Background
Research:
Client
Analysis
Strategic
Campaign
Proposal:
Part
1
Participation
2:
Client
Analysis
(in
class)
Chapter
3
–
Bobbitt
&
Sullivan
Thurs
CLIENT
VISITS
(tentative):
Client
Interview
Workshop:
Client
Analysis
[5]
9/22
Tues
APA
citations;
Background
Research:
Public
Analysis
Participation
3:
Public
Analysis
(in
class)
Field
Research
Notes
Chapter
3
–
finish
–
read
case
studies
Listen
(podcast):
http://bit.ly/470_audience
analysispodcast
Thurs
Background
Research:
Competitor
Analysis
Lab
Time
to
Finish
Client,
Publics,
and
Competitor
Analysis
sections
Chapter
4
[6]
9/29
Tues
Situation
Analysis
Participation
4:
Situation
Analysis
(in
class)
http://bit.ly/470_SWOT
http://youtu.be/GNXYI10P
o6A
Thurs
Goals
and
Objectives
Strategic
Campaign
Proposal:
Part
1
Field
Research
Notes
Chapter
5
[7]
10/6
Tues
Professor-­‐Team
Meetings,
RE:
Proposal
Part
1
Thurs
Key
Messages
and
Message
Support
Strategic
Campaign
Proposal:
Part
2
and
Presentation
Chapter
5
–
finish
http://bit.ly/470_message
effectiveness
[8]
10/13
Tues
Channels
and
Opinion
Leaders
Take
Home
Exam
Petition
to
give
warning
to
team
member
http://bit.ly/470_pointsofc
onfusion
http://bit.ly/470_differenc
es2
Case
Studies
Examples
#1
(PDF
on
Sakai)
Thurs
Fall
Break
–
No
Class
[9]
10/20
Tues
Strategies
&
Tactics;
Channels,
Strategies,
Tactics
Lab
Time
Take
Home
Exam
Chapter
6
Case
Studies
Examples
#2
(PDF
on
Sakai)

6. Matthew
J.
Kushin,
PhD
Shepherd
University
Course
Syllabus
.:.
6
Thurs
Overview:
Common
Tactics
and
Considerations
Case
Study
Paper
Indicate
days
we
will
meet
in
G8
Lab.
indicates
presentation
dates
Case
study
papers
are
due
BY
the
finals
due
date
and
time:________________
http://bit.ly/470_socialme
diacommdiff
[10]
10/27
Tues
Tactics
workshop
(Open
Workshop
-­‐
Work
on
your
s/t
&
finalizing
proposals;
I
will
be
in
class
to
help
any
team)
Chapter
7
Thurs
Proposal
Presentations
Team
Evaluations
#1
(in
class)
Strategic
Campaign
Proposal:
Part
2
and
Presentation
[11]
11/3
Tues
Professor-­‐Team
Meeting:
RE
Proposals
Part
2
Petition
to
fire
team
member
Chapter
8
Thurs
Implementation;
Implementation
Lab
Time
Participation
#6:
Implementation
(in
class)
Strategic
Campaign
Implementation
Plan
And
Presentation
Chapter
9
[12]
11/10
Tues
Evaluation
Sign
up
for
one-­‐on-­‐1
meetings
Chapter
10
Thurs
Project
work
day:
Lab
CisionPoint
Accreditation:
Part
1
(proof
that
you
completed
the
Cision
final
exam)
[13]
11/17
Tues
Project
work
day:
Lab
Required
Professor-­‐Team
“Check
in”
Meetings
Failure
to
attend
your
team’s
designated
meeting
time
will
result
in
reduction
of
that
person’s
final
project
grade.
Thurs
Project
work
day:
Lab
Required
Professor-­‐Team
“Check
in”
Meetings
Case
Study
Paper:
5%
bonus
deadline
Failure
to
attend
your
team’s
designated
meeting
time
will
result
in
reduction
of
that
person’s
final
project
grade.
[14]
11/24
Tues
Thanksgiving
Break
–
No
Class
Thurs
Thanksgiving
Break
–
No
Class
[15]
12/1
Tues
Final
Presentations
Strategic
Campaign
Implementation
Plan
(on
Sakai)
Team
Evaluations
(in
class)
Thurs
Final
Presentations
CisionPoint
Accreditation:
Part
2
OPTIONAL
–
for
extra
credit
(proof
that
you
got
your
accreditation
uploaded
to
dropbox
on
Sakai)