About this Course
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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 14 hours to complete

Suggested: 5-6 weeks, 2-4 hours/week...

English

Subtitles: English

What you will learn

  • Check

    Define and collect important information about a target audience in order to make appropriate decisions about the communication effort

  • Check

    Select an audience-appropriate communications goal

  • Check

    Craft a clear, concise core message for a communication effort

  • Check

    Deploy at least two different types of narrative structures to support communications about health topics

Skills you will gain

Health CommunicationStorytellingCommunicationMessagingTailoring communications
Learners taking this Course are
  • Medical Doctors
  • Pharmacists
  • Nurses
  • Administrators
  • Professors

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 14 hours to complete

Suggested: 5-6 weeks, 2-4 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
2 hours to complete

Week 1

8 videos (Total 51 min), 3 readings, 5 quizzes
8 videos
What can go wrong?7m
Audience and Goals11m
Creating an Audience-Goal Worksheet7m
Audience-Goals Example: Community Brochure5m
Audience-Goals Example: Scientific Conference6m
Audience-Goals Example: Advocacy Brief5m
Audience-Goals Example: This Course Segment4m
3 readings
Faculty Introduction and Acknowledgements1m
Help Us Learn More About You!5m
Note about videos1m
5 practice exercises
Introductory Story of Science exercise20m
Audience / Goals Practice: Public Meeting10m
Audience / Goals Practice: Genetic Test Report10m
Audience / Goals Practice: Annual Clinic Report10m
Audience / Goals Practice: Airport Poster10m
Week
2
3 hours to complete

Week 2

6 videos (Total 40 min), 2 readings, 8 quizzes
6 videos
What makes a good Central Message?7m
Idea Space3m
Inverted Triangle7m
Inverted Triangle Examples11m
Inverted Triangle Useful Structure4m
2 readings
Half-Life Your Message Activity Instructions10m
A Note About The Next Set Of Items1m
8 practice exercises
Half-Life Your Message Reflection15m
Create a Central Message30m
How many points in a paragraph (1)5m
How many points in a paragraph (2)5m
How many points in a paragraph (3)5m
Critique / rewrite paragraphs10m
Evaluate summary using rubric (1)10m
Evaluate summary using rubric (2)10m
Week
3
2 hours to complete

Week 3

4 videos (Total 31 min), 3 quizzes
4 videos
Active vs. Passive Voice6m
Tools and Sites for Plain Language8m
Dejargonizer video5m
2 practice exercises
Passive voice to active voice10m
Replacing jargon in sentences20m
Week
4
4 hours to complete

Week 4

13 videos (Total 56 min), 3 readings, 3 quizzes
13 videos
The Link Between Messaging and Narrative3m
Health Sciences & Management Can be Stories4m
ABT (And, But, Therefore)7m
ABT in Science Stories6m
Other Examples of ABT3m
ABT X 24m
The Findings ABT2m
Post-Interview debrief Dr. Skip Lupia4m
One-pager Briefs4m
Advocacy Examples: Inverted Triangles + ABT3m
Advocacy Example: Repeated Inverted Triangle4m
Macro- vs. Micro-Message Structures1m
3 readings
External Video (10 min): Communicating to Policymakers10m
Letter to EPA: CPP Replacement10m
Letter to EPA: Toxic Substance Control Act10m
2 practice exercises
Evaluate ABT x 2 examples20m
Create ABT x 2 from provided research paper45m

Instructor

Avatar

Brian Zikmund-Fisher

Associate Professor of Health Behavior and Health Education, Research Associate Professor of Internal Medicine
School of Public Health

About University of Michigan

The mission of the University of Michigan is to serve the people of Michigan and the world through preeminence in creating, communicating, preserving and applying knowledge, art, and academic values, and in developing leaders and citizens who will challenge the present and enrich the future....

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.