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Course Description

For your campaign to reach everyone who can support your cause or benefit from what your product or skills offer, it is important to take the time to establish who your stakeholders are and what they need. By using a tool called the Strategic Sparkline, you can do just that.

In this course, you will use the Strategic Sparkline to analyze content. You will then identify stakeholders and determine the context and goal of your story for each stakeholder. Finally, you will reconfigure your story to generate different forms of your message for various stakeholders. In addition, you will use different media forms to share these insights with the stakeholders you need to address. By the end of this course, you will have actionable insights on your audience to help set your campaigns up for success.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Strategic Storytelling Across Media

Faculty Author

Jon McKenzie

Benefits to the Learner

  • Use the Strategic Sparkline to analyze content
  • Identify stakeholders and determine the context and goal for each stakeholder
  • Reconfigure your story to generate different forms of your message for various stakeholders

Target Audience

  • Marketers and brand managers
  • Community-based educators
  • Grant writers
  • Communication leaders in fields such as healthcare, environment, and public policy
  • Executives
  • Communications consultants
  • Individuals seeking to better communicate their ideas and build a professional identity

Applies Towards the Following Certificates

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Cornell College of Arts & Sciences
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