This course examines how strategic communication is used to promote participation in global entertainment and culture, such as music, art, sports, film, and historical sites that operate as both as modern entertainment (i.e., tourism) and symbols of a region’s cultural heritage. Concepts are taught within the context of strategic communication case studies. Students will apply course concepts to the creation of entertainment and culture promotion materials, critical analysis of strategies present in London related to entertainment and culture, and audience analysis through primary research with target publics in the program location.

This course will seek to answer two key questions: what and how. As in, “What strategies are used in global entertainment and culture promotion?” and “How should entertainment and culture promotions be conducted?” within the context of the program location.