This week, you will learn about brand basics and how the architecture of a brand sets forth a guide for strategic communication. We will discuss the importance of brand mission and core values, and how your brand should act with purpose to create authenticity and drive stakeholder relationships, including among employees. We will talk about how to leverage your employees to be ambassadors of your brand's mission so they help to tell your brand's story. The purpose of a brand and what it stands for matters!

In this week, you will understand how to identify various target audiences and how to segment them in strategic communication planning. We will discuss the importance of audience research and how to develop insight that connects your brand's message to audience's interests. By the end of this week, you will be crafting the right messages for the right audience.

In this final week, you will take a closer look at communication campaigns to understand how paid, earned, shared, and owned (PESO) media are used. We will discuss the the different types of communication campaigns, their purposes, and when to use them. You will look at how other brands have used PESO media to communicate for a strategic purpose because examining other strategic communication campaigns will better help you to better understand the different components required. Seeing a full communication campaign will help you to plan your own.