Through this course we learned basic behavior change theories and focused on strategic marketing campaign design and evaluation, with focus groups as a key component. This course drew on the information from the previous courses, to help us apply theory and research to more effectively plan, design, execute and evaluate strategic communication messages and campaigns.
Case Study 1: Prosocial Issue – The Future of Hate Stop HB757 campaign
Case Study 2 – For Profit Campaign – Hulu’s The Handmaid’s Tale / Laws of Gilead Campaign
Final Project: Cougs Go Green Case Study and Focus Group Report
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