Communication management - free course from Open Education, training 15 weeks, Date November 27, 2023.
Miscellaneous / / November 27, 2023
Communication management - planning, control, data retrieval and interpretation - these are basic competencies for all professions and vacancies in the field of advertising and public relations - from copywriters to media planners, from ordinary managers to advertising executives divisions. Moreover, like any good manager, a communications manager is able to navigate any sector of the business. The course is practical-oriented. Each topic is devoted to one of the stages of developing a communication project and includes two blocks: theoretical, methodological and practical. Using the example of two real cases, students will be shown the features of working with the methods proposed by the lecturer.
When choosing a course, you should understand that it is not a survey course, but an in-depth course aimed at developing professional competencies. Based on this, it is desirable that students have basic knowledge in the field of management and marketing. However, don't be scared. Key concepts and research methods from economics that are necessary for mastering this course will be fully presented in the first two topics.
The course is part of the professional training of specialists in the field of communications.
Currently, Moscow University is one of the leading centers of national education, science and culture. Raising the level of highly qualified personnel, searching for scientific truth, focusing on humanistic ideals of goodness, justice, freedom - this is what we see today as following the best university traditions Moscow State University is the largest classical university in the Russian Federation, a particularly valuable object of cultural heritage of the peoples of Russia. It trains students in 39 faculties in 128 areas and specialties, graduate students and doctoral students in 28 faculties in 18 branches of science and 168 scientific specialties, which cover almost the entire spectrum of modern university education. Currently, more than 40 thousand students, graduate students, doctoral students, as well as specialists in the advanced training system are studying at Moscow State University. In addition, about 10 thousand schoolchildren study at Moscow State University. Scientific work and teaching are carried out in museums, at educational and scientific practice bases, on expeditions, on research vessels, and in advanced training centers.
Candidate of Philological Sciences, Associate Professor Position: Senior Researcher at the Department of Advertising and Public Relations, Faculty of Journalism, Moscow State University named after M.V. Lomonosov
Topic No. 1. Communication activities in the context of strategic management
The concept of the hierarchy of organizational goals; the relationship between corporate goals and functional goals of the marketing and advertising departments.
The problem of planning and predictability of advertising effect. The S-curve in forecasting communication budgets. The Vidal–Wolf and Kuhn model in measuring advertising elasticity. The DAEMON model in predicting the communication effect.
The problem of monitoring the implementation of a communication campaign. Characteristics of operational stages in the structure of the communication design workflow.
Topic No. 2. Strategic situation analysis
Lecture 2.1. Strategic analysis of the external environment.
Consumer demand and market segmentation methods. Product offer. Competitive environment and the concept of reference strategies. Methods for analyzing the competitive environment: Herfindahl index, Porter's model of competitive forces, Boston group matrix.
Lecture 2.2. Strategic analysis of the situation. Assessment of the organization’s internal resources and audit of the marketing strategy
Strategic analysis of the organization's internal resources: market share, customer base, value chain. Audit of an organization's marketing strategy: SWOT analysis
Topic No. 3. Technologies for developing communication campaign goals
Econometric and communication indicators of the effectiveness of advertising campaigns. Decision-making model and characteristics of communication effects: “involvement”, “awareness”, “attitude”, “intention”. The concept of conversion in communication management. Normative transfer coefficients from communication effects to behavior. Bass coefficients for innovative products, marketing goals and communication goals for new products existing product categories (Ehrinberg and Packham methods) and for existing products (Procter & Gamble).
Sequence of development of communication goals: identification of the target market segment; identifying deviations from normative conversion rates in the cognitive model of sequential behavior; diagnostics of problem links; planning communication effects that stimulate desired behavior.
Topic No. 4. Positioning: developing a communication campaign strategy
Communication as an activity aimed at stimulating decision-making processes.
Models of communication in the theory of cognitive science: different behavior is explained by different understanding of the situation. Kelly's technique in the study of personal cognitive construct. Multi-attribute models for studying consumer values. Strategies for changing behavioral attitudes as management of psychological processes of information processing: attention, knowledge, attitude, intention. Communication goal hierarchy models: AIDA, think-feel-do model, domain model. Forecasting the behavior of the target audience depending on the type of decision being made.
Effects of group influence on the perception of a situation: “autokinetic effect” by Sherif, “conformity effect” by Solomon Ash, “effect of previous attitudes”, “effect of intergroup competition”. Designing communication strategies based on external factors of the communication situation.
Topic No. 5. Creative communication campaign strategy
Creative strategy is an activity aimed at creating a single semantic space for communication participants. Creative thinking and creative strategy. Features of imagination as a mental process. Freud on the language of the Unconscious. Managing the process of creative thinking: a model of the arc of reflective thinking in phenomenological philosophy. Positioning as a focal point for finding creative solutions using the method of directed associations. Creative strategy design process. “Big Idea” - as an empathic understanding of the target audience. Methods for studying the psychological profile of the audience: VALS, the method of searching for archetypal individuality, ethnographic methods for studying national individuality. Creative concept - scenario design of communication. Implementation of creative strategy and choice of advertising genre.
Topic No. 6. Media strategy of the communication campaign
Basic concepts and basic tools for developing a media strategy: effective contact, coverage, frequency of contacts, communication campaign cycle.
Stages of developing a media strategy. Criteria for selecting media channels and problems of their joint use within one campaign. Selection of media carriers: indices of compliance with the target audience, coverage, rating and dependence raster in planning the release of advertising messages, cost of contact. Models for effectively placing a message in the context of the chosen medium. Mechanisms of forgetting information and calculating cycles of a communication campaign. "Zilske's Saw" in describing the effects of forgetting advertising information. Salvo, pulsating, cyclical, continuous strategies for placing a communication campaign.
Topic No. 7. Communication campaign budget
Approaches to determining the budget of a communication campaign using specified indicators: the method of deducting a percentage of sales volume, deduction method proportional to sales volume, competitive parity method, residual financing principle.
Allocations for the budget of a communication campaign based on marketing strategies: the method of goals and objectives, the experimental method.