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BUS/IRL 335 Strategic Communications and the Magic of Stories Liberal Arts & Business Program Fall 2023 Semester - Aix-en-Provence

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BUS/IRL 335 Strategic Communications and the Magic of Stories

BUS/IRL 335 Strategic Communications and the Magic of Stories Course Overview


CEA CAPA Partner Institution: IAU College
Location: Aix-en-Provence, France
Primary Subject Area: Business
Other Subject Area: International Relations
Instruction in: English
Course Code: BUS/IRL 335
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: At least one 200 level courses in international relations, business or related fields; or instructor permission.


In today's digital world, paid advertising is no longer sufficient. Consumers and stakeholders need a cohesive narrative in order to buy into a product, a cause or an organization's mission. This course will introduce a framework for creating an international communication strategy coupled with meaningful storytelling. After learning the steps in the development of a communication strategy, students will apply this knowledge to their own personal project. The course will also examine inbound and outbound marketing in the corporate, government and NGO spheres. Finally, we will learn about different channels for content generation and
media-based interactions, such as: social media, blogs, podcasts, advertisements, newsletters, email marketing, video posts, interviews, press conferences, reels, interviews, and public relations.

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