Program Overview

Get the knowledge, skills and tools needed to succeed as a marketing and communications professional. Delve into strategic communications by exploring steps to successful planning, crisis communications, social media strategy, promotional writing, and research methods. In this certificate, you will analyze external and internal environments to understand risks and identify emerging issues and opportunities. Beyond compulsory courses, participants can select an elective to add specialized topic to the program including storytelling, government communications, web copywriting and more!

Learning Outcomes

• Explore the range of research methods that can be used by communicators to ensure their work is more strategic and analyze research data in ways that reveal important finding that help with making informed and strategic decisions.
• Discover proven planning tools and research approaches and use these to develop a complete strategic communication plan.
• Learn how to monitor the environment to track risks, effectively identify emerging issues, collect and analyze sources of information to help diagnose a situation and formulate a plan to manage contentious issues.
• Identify organizational objectives for the use of social media and define common key performance indicators to build a social media strategy that will get you the results your organization needs.
• Understand how to use strategies and words to win over your readers and discover proven tools and technique that will improve your writing’s persuasive power and teach you how to write dynamic, compelling copy that produces results.