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COM630 Campaign & Program Evaluation

Course Description

Course covers communication campaign evaluation, before during and after the campaign period. Focuses on systematic qualitative, quantitative, and observational methods appropriate to guide campaign planning, make mid-course corrections to messages and media mix and to assess post-campaign effectiveness.

Learning Outcomes

  • Evaluate effective communication campaigns by conducting summative research.
  • Conduct research of measurement media metrics and media objectives, and implement in a forward-looking plan.
  • Establish the return-on-investment and/or break-even analysis and effectiveness of communications programs.
  • Compare measurement and evaluation plans for traditional and new media.