Strategic Campaigns class syllabus - Spring 2019

Matthew J. Kushin, PhD
Shepherd University Course Syllabus .:. 1
COMM 470: Strategic Campaigns
Spring 2019 | 3 Credit Hours
Lecture: 01: Location: G07 Time: M/W 2-3:15pm
Text: · Made to Stick: Why Some Ideas Survive and Others Die by
Heath & Heath (ISBN 978-1400064281)
Optional:
· Developing the Public Relations Campaign: A Team-Based
Approach (3rd
edition) by Randy Bobbitt and Ruth Sullivan
(ISBN: 978-0-205-06672-8)
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.
This class relies entirely on teamwork. If you have 5 or more unexcused
absences in this class you will fail. If you have 4 unexcused absences, your grade
will go down 1 letter grade.
Professor: Matthew J. Kushin, PhD
Office Hours: M: 10-1; W: 10-noon.

Assignments:
Teamwork Scale +/- to final grade
Campaign Case Study Analysis Discussion with Professor 5%
Made to Stick Book Chapter Summary & Tips 7%
Participation 5%
Peer Evaluations & Professors Evaluation of You 24% (12% each)
Strategic Plan Proposal 17%
Part 1: 5%
Part 2: 12%
Strategic Plan Implementation & Evaluation 42%
Presentation 12%
Completed Campaign 25%
Final edits to Dr. K’s requested fixes to completed campaign 5%
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
Department Social Media @shepcomm instagram.com/sucomm shepcommblog.wordpress.com
Dr. Kushin @mjkushin
Follow these lists I cultivate:
o https://twitter.com/mjkushin/social-media - General Social Media News
o https://twitter.com/mjkushin/shep - Shepherd and local – play your cards right and you might end up
on this list!
o https://twitter.com/mjkushin/strategic - PR, marketing, etc., w/ a bend toward new media.
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.
You will note an assignment on Sakai that reads “Classroom Citizenship” – This is there as a reminder that part of
your participation grade comes from your citizenship. Your participation grade will be reduced by some or all
possible points earned through participation assignments for: excessive tardiness, lack of participation in
discussion, distracting device use, and lack of a contribution to a productive, inclusive and respectful educational

environment. Students who have completed less than ½ of the participation assignments and who lose all of their
participation points, will see an additional reduction to their class grade equal to ½ of the value of the participation
portion of the semester grade. Do not expect any warnings.
Peer Evaluations & Professor’s Evaluation:
Teamwork is vital to the success of this class. In addition to peer evaluations, I will evaluate your behavior in your
group. This is based on your displayed work and citizenship to your team as observed by the professor. You are an
adult. This evaluation is folded into your peer evaluation grade. The professor will not waste time lecturing you.
Active engagement in team discussions and group work, completing all assigned tasks promptly, and being
communicative with teammates is expected from everyone. If you meet this standard, your grade in this class will
not be impacted. Deviations above or below this expectation carries one into “Rockstar” or “The Bane” realms,
resulting in bonuses or deductions to your final grade.
§ Rockstar-like behaviors boost your final grade in this course. They include things such as taking on leadership
and significant extra work in the group - which can be displayed in various forms.
§ Deductions stem from “The Bane” behaviors, which are a blight to your group’s success, such as: Tardy to class
on several occasions without excused absence; Missing more than 2 classes unexcused; Missing group
meetings; Using phone or computer unrelated to class project during team time; Not taking an active role /
general disengagement from team discussions or activities.
Where can I find how I’m fairing? You likely know if you’re being a Rockstar or a The Bane. But, any comments the
professor shares will be listed on the “Teamwork” assignment on Sakai. Any positive or negative impact on your
grade will be integrated into the peer evaluation grades (24% of your total grade in this class) and thus reflected in
the final grade at the end of the semester.
Attendance, Being on Time, & Leaving Early:
Most of your work in this class is in a group. Your group DEPENDS on you. I will be enforcing the department policy
in this class:
Department Attendance policy: 3 unexcused absences permitted, full grade deduction for each absence thereafter,
and 5 or more is automatic F. Attendance will be taken every class.
For a class to be considered an excused absence, a printed, doctor/care provider’s note or note from professor or
coach is required within a week of the missed class. (I do not want any personal information regarding your visit on
the Dr.’s note).
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.
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 [unless
university-approved absence or family emergency]; 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.
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.
Publication: The department of communication has the right to record, file, broadcast, webcast and publish,
through any means necessary, any or all other means of distributing student production work in perpetuity.
COMM maintains an archive of material that we may webcast, broadcast, show in theaters and use for the
promotion of the department and its students. Any monetary gain made by the department will be used only for
the development of the program, and student wellbeing. The students who produce the work also maintain the
rights to use their work as they see fit, and are liable for that usage.
The Office of Disability Support Services at Shepherd University believes that, "the first step to success is access."
Disability Support Services is committed to working closely with individuals with exceptionalities to meet their
academic and housing needs. Students requesting any disability related accommodation should contact the Office
of Disability Support Services at 304-876-5122. This includes, but is not limited to students with visual or hearing
impairments, students with diagnosed disabilities that affect their learning and in need of academic
accommodations, and students requesting specific housing accommodations for health-related reasons. Students
must be registered with the Office of Disability Support Services and present their certified accommodation letter
to each of their instructors as early in the semester as possible prior to using any granted academic
accommodation. For more information, please visit http://www.shepherd.edu/disability.

Tentative Schedule
Note: Readings are to be completed by the date listed below. Schedule is subject to change.
[Week#]
Week of
Day Topic
Assignments in italics are assigned that day. In bold are due that day. Italics
& bold indicates assigned & completed same day in class.
Reading Due
[1] 1/14 Mon Intro to Class; Build Teams; Project Overview
Group Contract (in class)
Weds What is a Strategic Campaign?; Campaign Plan Overview
Participation: Campaign Brief
Bobbitt & Sullivan -
Chapter 1
[2] 1/21 Mon MLK Day – No Class
Weds Background Research: Client Analysis
Strategic Campaign Proposal: Part 1
Participation: Client Analysis (in class)
Bobbitt & Sullivan -
Chapter 1 – finish (read
Johnson & Johnson case
study at end of chapter)
Made to Stick – Chapter 1
[3] 1/28 Mon Background Research: Public Analysis
Made to Stick Chapter Summaries
Participation: Public Analysis (in class)
– finish
Weds CLIENT VISITS: Skype with Artur, CEO of Adopets (confirmed) Chapter 2 &3 – Bobbitt &
Sullivan
[4] 2/4 Mon Public Analysis: Facebook audience insights persona & working
on crafting surveys/interviews
Listen (podcast):
http://bit.ly/470_audience
analysispodcast
Weds Background Research: Competitor
Campaign Case Study Analysis Discussion with Professor
Bobbitt & Sullivan: Chapter
4
[5] 2/11 Mon Situation Analysis
Participation: Situation Analysis (in class)
Made to Stick – Due Date 1
http://bit.ly/470_SWOT
Made to Stick – Chapter 3 -
start
Weds Lab Day: Work on Competitor Analysis & Situation Analysis
(attendance required)
[6] 2/18 Mon Goals and Objectives
5
finish
Weds Campaign Brief Activity; Professor-Team Meetings, RE:
Proposal Part 1; “Yes And” Brainstorm Activity
5 – finish
http://bit.ly/470_keymessa
ges

[7] 2/25 Mon Key Messages and Message Support
Carousel Group Mind Map Brainstorm Game
Strategic Campaign Proposal: Part 2 and Presentation
- Sub Assignment: Key Messages
Weds Channels and Opinion Leaders
Petition to give warning to team member deadline
http://bit.ly/470_pointsofc
onfusion
http://bit.ly/470_differenc
es2
Case Studies Examples #1
(PDF on Sakai)
[8] 3/4 Mon Key Messages Presentation to Classmates; Key Message Check
in with Dr. K; Evaluate other team’s key messages
Sub Assignment: Key Messages
– start
6
Weds Strategies & Tactics Workshop; Lab time
- Goals & Objectives check-in: due @ end of class today (1
person upload to dropbox on Sakai).
http://bit.ly/470_newmark
etingfunnel
Case Studies Examples #2
(PDF on Sakai)
– finish
[9] 3/11 Mon Spring Break – No Class
Weds Spring Break – No Class
[10] 3/18 Mon Strategies & Tactics, cont’d
Weds Open Workshop (Work on your proposals; I will be in class to
help any team; Attendance required)
- Strategies Check-in: Strategies due @end of class today
(handwritten and turned in in class).
Bobbitt & Sullivan:
Chapter 7
start
[11] 3/25 Mon Evaluation; Evaluation Lab Time
Team Evaluations #1
Note: this proposal will be sent to client for their feedback.
http://bit.ly/470_dontsay
Lots of pitch slides from
successful startups:
http://www.pitchenvy.com
6 steps to a perfect pitch:
http://www.entrepreneur.
com/article/201826
Weds Professor-Team Meeting: RE Proposals Part 2; Group Time
Petition to fire team member
Team Evaluations #1
Made to stick - Chapter 6 -
finish
Awesome story about
pitching and interesting
example:
http://read.bi/1WgeFXA
[12] 4/1 Mon Implementation; Implementation Lab Time
Participation: Implementation (in class)
Strategic Campaign Implementation Plan and Presentation
8

Indicates due date for a “Made to Stick” chapter summary
indicates presentation dates
indicates open week for students to sign up for campaign case study analysis discussion with professor
Final = Final edits to Dr. K’s requested fixes: Due 11am, Friday of finals week. No late assignments accepted for any
reason.
Weds Project work day: Open Lab – Implementation; Proposal Edits
(attendance required)
Made to stick – Epilogue
[13] 4/8 Mon Project work day: Lab (attendance required) Bobbitt & Sullivan: Chapter
10
Weds Pitching & Presentation Tips; Presentation Planning Lab Time
Final Presentation “walkthrough” session during or outside of
normal class time with Dr. K (sign up in class for a time next
week)
9
Finish Made to stick over
the rest of the semester
[14] 4/15 Mon 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.
Weds Final Presentation Walk Through (in class for up to 2 teams);
Lab time for rest of students
Failure to attend presentation
wall through will result in
reduction of that person’s final
project grade.
[15] 4/22 Mon Final Presentation Practice: Each Team Will Present
In Byrd Center Auditorium to Classmates
Note: Completed Campaign Material Due Monday of this
week, @ noon on Sakai
I will provide feedback on
any needed changes
Auditorium booked 1:30-
3:30pm
Weds Presentations to Client
Team Evaluations (in class)
Completed Strategic Campaign Implementation Plan (on
Sakai)
Presentations to Client in
Byrd Center Auditorium

Strategic Campaigns class syllabus - Spring 2019

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Strategic Campaigns class syllabus - Spring 2019