SOCIAL MARKETING CAMPAIGNS IN SCIENCE, HEALTH AND THE ENVIRONMENT

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Writing effective science digests, proposals, newsletters, and trade magazine articles for agriculture, natural resources, health and science-related topics.

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Explores strategic marketing, branding, and communication planning specific to science, technology, and environmental industries. Examines the sociological and psychological processes shaping audiences' perceptions of various brands, and discusses how to apply various strategies and frameworks to reinforce these perceptions and guide marketing and communication efforts. Combines portfolio-building writing as well as in-class presentations and discussion on contemporary marketing, branding issues, including strategic marketing plans.

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A full-scale marketing campaign culminating in a national student competition for National Agricultural Marketing Association during their annual convention held every spring. Development of campaign plan includes brand identity, associated visuals, market research, strategic communication, competitive analysis, presentation skills, and learning how to work as a team toward a common goal.

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Explores marketing, promotion, and strategic communication specific to the consumer marketplace. Analyze communication strategies for science products and industries synthesized from business goals and objectives to specific audiences. Coursework includes a variety of readings from a class textbook as well as peer-reviewed papers published in life science, marketing, communication, and general business journals.

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Examines science communication through the framework of strategic communication. Examines frameworks and concepts from marketing, branding, advertising, public relations, organizational communication, and related fields to help inform organizational and individual-level science communication and engagement strategies. Explores topics such as messaging tactics, persuasion, audience segmentation and DEI (diversity, equity, and inclusion), and behavior change.