Public Marketing and Strategic Communication (1.5)

Course Level: Graduate

Principles of marketing and strategic communication used by government agencies to identify features of government performance relevant to citizens; market government services; bring about changes in citizen behavior; and enhance the image of government agencies. The conceptual and theoretical framework for developing communication campaigns aimed at advancing public policy. Also includes marketing techniques such as focus groups and surveys to identify the causes of social behavior as well as citizen preferences and needs. Usually offered every spring. Prerequisite: admission to Executive MPA program.