VIRTUAL MODALITY

This course will be facilitated in Spanish. Nevertheless is open to English-speaking participants that are able to read and write in Spanish. During the course participants will have bilingual tutorials to facilitate intercultural dialogue.


Objective:
This course has the purpose to guide the conceptual and methodological training of participants with the purpose to develop a capacity to devise intervention strategies within the framework of strategic communication planning.


Content:

1. Introduction to strategic planning
1.1 Planning: concept and practice
1.2 From normative to strategic planning
1.3 Participatory planning design

2. Communication planning
2.1 General characteristics
2.2 Analysis of communication planning models
2.2.1 Behaviour change model
2.2.2 "P" process
2.2.3 Information, Education and Communication model
2.3 Levels of Communication planning
2.4 The Communication strategy

3. Strategic Communications planning
I. Study / Research
Framework: theoretical, contextual, institutional, legal, historical

II. Diagnosis from a communication perspective
2.1 Initial situation
2.2 Problem in the communication field

III. Target situation
3.1 Utopian horizon

IV. Value system and/or action orientation principles

V. Power relation analysis
5.1 Power matrix map
5.2 Power analysis matrix

VI. Communication objectives
6.1 General objective
6.2 Specific objectives and goals

VII. Intervention viability and feasibility (political, economic, social, cultural, ecological, ethical, institutional, organizational)

VIII. Strategic forecasts

IX. Message strategy
9.1 Cross sectional approaches
9.2 Message statement
9.3 Selection of genres and formats

X. Media strategy
10.1 Selection and combination of mass media

XI. Budget and time table

XII. Process(monitoring) and product (impact) evaluation system

XIII. Forecast of Continuity (sustainability)

Expected results:
At the end of the course, participants will have a scheme sufficiently comprehensive and coherent for the formulation of a communication strategy on the basis of proper decision-making, identification of demand alternatives, and selection of most appropriate paths of action. This includes identification of resources, priorities, and anticipation of consequences of actions and omissions.

Target Audience:
Communication specialists; marketing, advertising and public relation specialists; journalists; and other social scientists, which work or will work in the field of communication planning. It is opened also to researchers, teachers, professors and university students who specialize in communication and educational processes for development.

Instructor:

Carlos A. Camacho Azurduy. Bachelor in Communication (Universidad Católica Boliviana - UCB), Master in Communication and Development - Strategic Planning and Management (Universidad Andina Simón Bolivar - UASB). PhD in Communication, Ethics and Right to Information in Spain and Latin America (Universidad Complutense de Madrid - UCM). He has a Diploma in Research and Higher Education.

Organization:

The course is organized by the Centro Boliviano de Estudios Multidisciplinarios - CEBEM.

The course has three modules distributed along six weeks. Each module will give participants the bibliographical material needed for the different course activities.

Weekly forums and works have been programmed in order to examination in-depth of topics included in each module.

Participants that approved the course will receive a Certificate for 82 classroom hours.

The cost includes:
• All teaching material (mandatory and supplementary) offered electronically (to download) through a virtual campus.
• Permanent tutorial with high-level academic professors throughout the duration of the course.
• Communications software for online learning.
• Administrative technical support in the use of specific software and course operations.