The course introduces the science and theory of social networks, and the artful process of communicating through them. Social networks refer to the collective structure of human relationships through which we communicate. Recognizing and understanding this relationship-based structure is essential for crafting a communications strategy. Operative strategies can be developed for quickly getting a message to a target audience or thoroughly harvesting messages from them, be it through word-of-mouth, traditional media channels, or through new media technology. The communications professional must be skilfully adept at assessing the social structure of a target group and evaluating the influence specific individuals have within the structure.

This course provides the students with the tools to purposefully map and quantify the network’s structure and identify those individuals who have social influence over the group. Students will learn how to craft a communications strategy and tactics for communicating to the entire group in a cost-effective manner. This course is combination of theory and real-world application of contemporary communication and network techniques, such as visualization, group and individual measurement, communication-effectiveness analysis, and tactical planning. Lab sessions and group activities are incorporated into the course to provide students with hands-on practice of concepts and ideas.