How to Implement and Evaluate Communication Campaigns (Coursera)

In our fast-paced and interconnected world, the ability to convey messages with impact is more critical than ever. Whether you're a seasoned communication professional looking to refine your skills or someone entirely new to the field, this course is designed to empower you with the knowledge and tools you need to create compelling campaigns and assess their effectiveness.

This course is part of the Strategic Communication Campaigns Specialization.

What you'll learn

- Understand how to implement campaign tactics according to strategy.

- Understand the importance of evaluation in campaign planning.

- Understand campaign planning in its entirety.

Syllabus

Implementing the Plan

In this module, the implementation process is discussed. Implementation includes the execution and evaluation of the strategy and tactics. You will examine two case studies in-depth to review how the specifics of paid, earned, shared, and owned media is evaluated and what needs to be considered during implementation. These case studies are provided as an example to draw from when considering your campaign plan.

Evaluating the Plan

In this last module, you will evaluate integrated strategic campaigns to reinforce your knowledge of specific details to be aware of in the planning process. You will learn how to evaluate tactics so that changes might be made mid-campaign (if needed) to ensure success. Evaluation measures the meeting of campaign objectives. It is always good to pause and evaluate if your plan is working as intended. And if not, it is okay to make any changes that will bring you closer towards meeting stakeholder goals.