Guide your students through the entire strategic communication ecosystem
The Stukent® “Strategic Communication Essentials” courseware equips you with the tools to teach strategic thinking, campaign planning, and communication execution, all in one place. Students will explore the strategic communication ecosystem, learning how to apply key concepts such as research methods, audience segmentation, campaign planning, budgeting, and more. It’s more than a textbook — it’s a practical guide to navigating and leading in today’s communication industry.
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Explore the table of contents
Help your students understand the full landscape of strategic communication — from foundational theory to real-world planning and execution. The “Strategic Communication Essentials” courseware guides learners through each component of the discipline, providing them with the knowledge and tools to communicate with clarity, strategy, and impact.
Chapter 1: Background, Theory, and Definitions
Chapter 2: Disciplines, Specialties, and Careers
Chapter 3: KPIs, Goals, Objectives, and Metrics
Chapter 4: Brand Theory and Strategy
Chapter 5: Critical Audience Theory and Strategy
Chapter 6: Media Theory and Strategy
Chapter 7: Message Theory and Strategy
Chapter 8: Research Methods and Techniques
Chapter 9: The Strategic Communication Ecosystem and Infrastructure
Chapter 10: Gearing Up for the Master Plan
Chapter 11: Writing, Budgeting, and Funding the Master Plan
Chapter 12: Moving from Plan to Action SC ROI
Chapter 13: Interpersonal/Internal/Organizational (IPIO) Communication
Chapter 14: Issues Management and Crisis Communication
Chapter 15: Legal and Ethical Issues
About the authors
Don Dickinson, MBA
Don Dickinson brings a wealth of industry and academic experience to “Strategic Communication Essentials.” After a successful career in the advertising agency world, he spent 15 years as director of the advertising management program at Portland State University’s school of business. Under his leadership, the program tripled in size and earned national recognition for its performance in student ad competitions. Don is known for blending real-world insights with academic rigor, making his work especially relevant for today’s communication students.
Craig Davis, Ph.D.
Craig Davis is a professor at Ohio University, where he teaches courses in advertising and public relations research, account management, planning, media, and campaign management. He brings industry experience from global agencies such as Saatchi & Saatchi and Arnold Worldwide in New York, where he held leadership roles in integrated and digital marketing. Craig has also taught internationally at institutions including Pace University, West Virginia University, Clemson University, BBT Japan, and Bond University. A recognized expert in case writing, he brings a global, practice-based perspective to strategic communication education.
Instructor support you can count on
With a 96.4% satisfaction rate and an average response time under 10 minutes, the Stukent Support Team and customer success managers ensure you can focus on teaching.
Always have the latest edition
The “Strategic Communication Essentials” courseware contains robust instructional resources for educators and students. Best of all, the Stukent team updates the courseware annually, which means your curriculum will always be on the cutting edge of your industry.
