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Graduate Course Proposal Form Submission Detail - MMC6451
Tracking Number - 2105

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Current Status: Approved, Permanent Archive - 2007-02-14
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Detail Information

  1. Date & Time Submitted: 2006-11-02
  2. Department: School of Mass Communications
  3. College: AS
  4. Budget Account Number: 1247000000
  5. Contact Person: Derina R. Holtzhausen
  6. Phone: 46800
  7. Email: dholtzha@cas.usf.edu
  8. Prefix: MMC
  9. Number: 6451
  10. Full Title: Strategic Message Design
  11. Credit Hours: 3
  12. Section Type: D - Discussion (Primarily)
  13. Is the course title variable?: N
  14. Is a permit required for registration?: Y
  15. Are the credit hours variable?: N
  16. Is this course repeatable?:
  17. If repeatable, how many times?: 0
  18. Abbreviated Title (30 characters maximum): Strategic Message Design
  19. Course Online?: -
  20. Percentage Online:
  21. Grading Option: R - Regular
  22. Prerequisites: None
  23. Corequisites: None
  24. Course Description: This seminar covers the development of strategic messages for particular audiences to accomplish communication objectives. Topics are research, planning, persuasion, message strategies, and message evaluation. Unrestricted and not repeatable for credit.

  25. Please briefly explain why it is necessary and/or desirable to add this course: (A). This course is critical to a new masterís level specialization in strategic communication because it specifically focusing on developing strategic messages.

    (B) The course will be required for the new strategic communication sequence, although it

  26. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service? This course is part of the newly developed strategic communication management concentration in the School of Mass Communications. Strategic message design is an inherent part of the strategic communication management process. Practitioners in the field are required to understand their audiences and know how to design specific messages for their target audiences. Without this course students will not be able to successfully act as strategic communication managers or plan successful strategic cmmunication campaigns.
  27. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times? A similar course has been offered twice before as a selected topics course titled Strategic Health Messages.
  28. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.) Instructor qualifications require a Ph.D. in a related field, such as mass communications, public relations, communication, advertising, or marketing.
  29. Objectives: Students will learn how to:

    1. shape and sharpen communication objectives

    2. assess the communication environment

    3. analyze audience motivations and obstacles

    4. create, implement, and evaluate effective messages

  30. Learning Outcomes: 1. Set message objectives based on research

    2. Isolate audience insight from research

    3. Develop feasible message strategies

    4. Produce effective messages based on a strategy

    5. Evaluate message effectiveness to achieve objectives

  31. Major Topics: Message Theory

    Message History, Culture, & Ethics

    The Contemporary Message Environment Message Research

    Audience Research

    Message Strategies

    Message Persuasion

    Message Structures, Patterns, Proofs

    Message Delivery

    Message Evaluation

  32. Textbooks: Goldstein, N. (Ed.) (2002), Associated Press stylebook and briefing on media law. Cambridge, MA: Perseus Publishing.

    Publication manual of the American Psychological Association (2001, 5th ed.). Washington DC: APA.

    Course Packet:

    Bell, E., Golombisky, K., & Holtzhausen, D.

    (2002). CommunicationRules!: Strategic communication planning, copywriting, design, public speaking & presentations (unpublished training manual and workbook).

    Supplemental Readings:

    Variable additional readings based on the latest journal research relevant to course content.

  33. Course Readings, Online Resources, and Other Purchases:
  34. Student Expectations/Requirements and Grading Policy:
  35. Assignments, Exams and Tests:
  36. Attendance Policy:
  37. Policy on Make-up Work:
  38. Program This Course Supports:
  39. Course Concurrence Information:


- if you have questions about any of these fields, please contact chinescobb@grad.usf.edu or joe@grad.usf.edu.