2014-2015 Walden University Catalog (December 2014) 
    
    Apr 13, 2021  
2014-2015 Walden University Catalog (December 2014) [ARCHIVED CATALOG]

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WMBA 6690 - Message Design, Audience, and Evaluation


(3 sem. cr.) Using reputable sources lends credibility to a message. But how does a communication professional determine which supporting information is appropriate to help craft a message, gain audience insight, choose a communication channel, or evaluate the impact of a message? In this course, students examine research approaches that are common to the field of communication and appropriate for answering questions about audiences and evaluating messages. Topics include simple quantitative analysis and qualitative research approaches such as focus groups, interviewing, and surveys, as well as basic metrics such as cost of media, cost per sale, return on investment, and web analytics.



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