STRATEGIC COMMUNICATION: ADVERTISING AND PUBLIC RELATIONS
College of Arts and Sciences, Department of E-Media
The Strategic Communication trains students to become successful professionals in the integrated industry of public relations, advertising, and digital communication. The curriculum focuses on developing skills in strategic thinking, planning, and execution, interdisciplinary problem solving, and effective communication using multiple platforms. The curriculum combines both theoretical principles and project-based experiential learning to the accomplishment of goals and objectives in the organizational environment. The curriculum reflects the integrated industry through content and skill courses in strategic communication and flexible pathways to related disciplines. This is a distinct major from Communication Studies, a description of which can be found on the Communication Studies Catalog Page.
Major in Strategic Communication: Advertising and Public Relations
Strategic Communication: Advertising and Public Relations majors must take 44 credits.
Strategic Communication: Advertising and Public Relations Core Courses (28 credits):
- STCM 111 Introduction to Journalism and Mass Media (4 credits)
- STCM 234 Principles of Strategic Communication (4 credits)
- STCM 244 Research, Evaluation, and Measurement (4 credits)
- STCM 344 Writing for Strategic Communication (4 credits)
- STCM 346 Digital Content and Strategy in Strategic Communication (4 credits)
- STCM 380 Ethics in Strategic Communication (4 credits)
- STCM 480 Capstone: Strategic Communication Campaigns (4 credits)
Strategic Communication: Advertising and Public Relations Elective Courses (16 credits):
Choose additional 16 credits from the following approved courses with at least four credits (4) at the 300-level or above. These electives can include approved individual study, experiential learning for credit, study abroad or topic courses. No more than eight (8) credits from Internship and Experiential Learning can count towards the major.
- STCM 250 Science, Media, and Social Impact (4 credits)
- STCM 260 Corporate Communication (4 credits)
- STCM 272 Advertising Media and Connections Planning (4 credits)
- STCM360 Brand Reputation and Crisis Management (4 credits)
- STCM 368 Advertising Portfolio (4 credits)
- COMM 274 Small Group Communication
or COMM 320 Organizational Communication (4 credits) - COMM 328 Communication of Race, Class, and Gender
or COMM 370 Intercultural Communication (4 credits) - COMM 212 Communication Criticism
or COMM366 Persuasion and Social Influence (4 credits) - DIMA 240 Digital Imagery and Sound (4 credits)
- DIMA 256 Design Concepts (4 credits)
- DIMA 258 Writing and Design for the Web (4 credits)
- DIMA 360 Videography: TV Production in Field (4 credits)
- DIMA 456 Graphic Design Studio (4 credits)
- ECON 241 Quantitative Data Literacy (2 credits)
- ENGL 304 Analytical and Persuasive Writing (4 credits)
or ENGL 314 Professional Editing (4 credits)
or ENGL 315 Topics in Professional Writing (4 credits) - JOUR 151 Internship: Tommie Media (1 credit)
- JOUR 232 Visual Media in Theory and Practice (4 credits)
- JOUR 252 Editing (4 credits)
- JOUR 330 Media History (4 credits)
- JOUR 334 Literary Journalism (4 credits)
- JOUR 336 Media Law (4 credits)
- JOUR 350 Magazine Writing (4 credits)
- BUSN 100 Business for the Common Good (2 credits) and MKTG 200 Introduction to Marketing (2 credits)
or MKTG 300 Principles of Marketing (4 credits) - MKTG 320 Integrated Marketing Communications (4 credits)
or MKTG 380 Digital Marketing (4 credits)
or MKTG 370 Consumer Behavior (4 credits)
Co-Major of Strategic and Business Communication
See Co-Major of Strategic and Business Communication
Minor in Strategic Communication: Advertising and Public Relations
Strategic Communication: Advertising and Public Relations minors must take 20 credits with at least 12 credits in Strategic Communication (STCM), and at least four credits (4) must be from courses at 300-level or above. Courses can include approved individual study, experiential learning for credit, study abroad or topic courses. No more than a total of four (4) credits from Internship and Experiential Learning can count towards the minor.
- STCM 111 Introduction to Journalism and Mass Media (4 credits)
- STCM 234 Principles of Strategic Communication (4 credits)
- STCM 244 Research, Measurement, and Evaluation (WI) (4 credits)
- STCM 260 Corporate Communication (4 credits)
- STCM 272 Advertising Media and Connections Planning (4 credits)
- STCM 346 Digital Content and Strategy in Strategic Communication (4 credits)
- STCM 344 Writing for Strategic Communication (4 credits)
- STCM 360 Brand Reputation and Crisis Management (4 credits)
- STCM 368 Advertising Portfolio (4 credits)
- STCM 380 Ethics in Strategic Communication (4 credits)
- STCM 480 Capstone: Strategic Communication Campaigns (4 credits)
- COMM 274 Small Group Communication
or COMM 320 Organizational Communication (4 credits) - COMM 328 Communication of Race, Class, and Gender
or COMM 370 Intercultural Communication (4 credits) - COMM 212 Communication Criticism
or COMM366 Persuasion and Social Influence (4 credits) - DIMA 240 Digital Imagery and Sound (4 credits)
- DIMA 256 Design Concepts (4 credits)
- DIMA 258 Writing and Design for the Web (4 credits)
- DIMA 360 Videography: TV Production in Field (4 credits)
- DIMA 456 Graphic Design Studio (4 credits)
- JOUR 151 Internship: Tommie Media (1 credit)
- JOUR 232 Visual Media in Theory and Practice (4 credits)
- JOUR 252 Editing (4 credits)
- JOUR 254 Photojournalism (4 credits)
- JOUR 330 Media History (4 credits)
- JOUR 334 Literary Journalism (4 credits)
- JOUR 336 Media Law (4 credits)
- JOUR 350 Magazine Writing (4 credits)
- ECON 241 Quantitative Data Literacy (2 credits)
- ENGL 304 Analytical and Persuasive Writing (4 credits)
or ENGL 314 Professional Editing (4 credits)
or ENGL 315 Topics in Professional Writing (4 credits) - BUSN 100 Business for the Common Good (2 credits) and MKTG 200 Introduction to Marketing (2 credits)
or MKTG 300 Principles of Marketing (4 credits) - MKTG 320 Integrated Marketing Communications (4 credits)
or MKTG 380 Digital Marketing
or Interactive Marketing (4 credits)
or MKTG 370 Consumer Behavior (4 credits)
| Course Number | Title | Credits | |
|---|---|---|---|
| STCM 111 | Intro to Mass Media | 4 | |
| Description of course Intro to Mass Media : | This course will introduce the student to mass media, including news media, social media and entertainment media. The course examines the mass media as cultural industries. Students will consider how the mass media shape and are shaped by society, the history of particular media, current research and media trends. Students will be expected to obtain an understanding of how print, broadcast, social, film and other media work, as well as a sense of their influence. Students are also expected to learn to be critical media consumers, asking themselves why they watch or read or listen to what they do. Students are strongly encouraged to take this course before taking upper-level Strategic Communication courses. The course is cross listed as DIMA 111 and JOUR 111. | ||
| STCM 234 | Principles of Strategic Comm | 4 | |
| Description of course Principles of Strategic Comm : | This course will introduce principles and career outlooks in public relations, advertising and digital communication, highlighting how these disciplines relate to marketing, business and media institutions. The course will adopt a case study approach to understanding the principles. Students should take STCM234 either after or in the same semester of taking STCM111 (cross-listed with JOUR111). | ||
| STCM 244 | Research, Measurement, & Eval | 4 | |
| Description of course Research, Measurement, & Eval : | This course introduces students with foundational research skills essential to strategic communication. Students will learn how to locate research, interpret research findings, and translate results into actionable strategy. Students will learn about different research methods and how to measure and evaluate public relations and advertising campaign effectiveness. Students are strongly encouraged to take this course after STCM111 and STCM234, or in the same semester of taking STCM234. | ||
| STCM 250 | Science, Media & Social Impact | 4 | |
| Description of course Science, Media & Social Impact : | This course will introduce students to foundational concepts in science and its social impacts through discussion of the scientific method, boundaries of science, media construction of science, and the contribution of science in trust building and decision-making in various contexts. The course is designed to help students gain understanding and knowledge of contextual factors that shaped science and the uneven impacts on traditionally marginalized groups. Coursework will help students develop diverse and critical perspectives of communication about science concerning marginalized communities. Prerequisite: Sophomore standing | ||
| STCM 260 | Corporate Communication | 4 | |
| Description of course Corporate Communication : | This course introduces the roles and responsibilities of corporate communication function with its internal and external audiences and stakeholders. Students will learn how modern and contemporary corporations develop integrated communication strategies through branding, employee relations, consumer relations, investor relations, community relations, media relations, government relations, marketing and advertisement, and crisis communication. The course will also discuss the implications of corporate social responsibility (CSR) and corporate communication strategies in different types of organizations (e.g., public vs. private). | ||
| STCM 272 | Advertising Media & Conn Plan | 4 | |
| Description of course Advertising Media & Conn Plan : | This course will help students develop an understanding of the use of mass media as advertising vehicles, the language of media planning, key media information sources, and how to develop a media plan. Students are strongly encouraged to take this course after STCM111 and STCM234. | ||
| STCM 298 | Topics | 4 | |
| Description of course Topics : | The subject matter of these courses will vary from year to year, but will not duplicate existing courses. Descriptions of these courses are available in the Searchable Class Schedule on Murphy Online, View Searchable Class Schedule | ||
| STCM 344 | Writing for Strategic Comm | 4 | |
| Description of course Writing for Strategic Comm : | This course will focus on practical experience in public relations and advertising writing including: strategic communication plans, news releases, position statements, brochures, query letters, feature stories, social media posts and ad copy. The course emphasizes weekly drafting and editing in class with the aim of giving students the fundamental skills that constitute excellent writing. Students leave the course with a portfolio of written work that can be utilized in multiple communication environments (agencies, corporations, non-profits, political, education, healthcare organizations, etc.). Prerequisite: STCM 234 or COJO 234 | ||
| STCM 346 | Digital Content and Strategy | 4 | |
| Description of course Digital Content and Strategy : | This course examines the ways digital platforms affect the integrated professions of public relations and advertising. Students will gain familiarities with various digital platforms to plan and develop digital content and strategy. This course will also introduce the basics in data metrics and analytics to assess outcomes and best achieve strategic goals. The course will combine in-class learning and online activities. Prerequisite: STCM244 or COJO 244. | ||
| STCM 360 | Reputation and Crisis | 4 | |
| Description of course Reputation and Crisis : | This course aims to provide both conceptual knowledge and practical skills in developing, maintaining, and repairing an organization’s reputation. The course will introduce concepts of brand identity, risk assessment, reputation and issues management, and crisis communication. The course will review a wide range of crisis cases and discuss concrete communication strategies and practical techniques to address risks and crises threatening an organization’s brand and reputation. Prerequisite: STCM 260 | ||
| STCM 368 | Advertising Portfolio | 4 | |
| Description of course Advertising Portfolio : | This course develops creative advertising, refines skills used in evaluating the effectiveness of messages and strategies used in various media, and develops greater awareness of productive skills used in copywriting and other forms of creative development. Students will develop four major multimedia campaigns and receive feedback from advertising professionals. The campaigns and other individual ads and/or promotional pieces will be included in a portfolio the students will develop for use in interviewing and applying for creative positions in ad agencies or creative departments in businesses with marketing and/or communication departments. Prerequisite: STCM234 or COJO 234. | ||
| STCM 380 | Ethics in Strategic Comm | 4 | |
| Description of course Ethics in Strategic Comm : | This course focuses on professional ethics in the integrated field of strategic communication which is made up of Public Relations, Advertising, and Digital Communication. The course will cover theories and philosophies underlying the professional ethical codes, discuss moral challenges facing strategic communication professionals in today’s digital world, examine ethics in the context of diversity and globalization, and explore strategies and best practices in resolving ethical dilemmas in public relations, advertising, and digital communication. The course relies on both case studies and real-life events to connect theory to practice. Prerequisite: STCM234 or Junior standing | ||
| STCM 476 | Experiential Learning | 1 TO 4 | |
| Description of course Experiential Learning : | No description is available. | ||
| STCM 480 | Capstone: Campaigns | 4 | |
| Description of course Capstone: Campaigns : | This capstone course will integrate content knowledge with experiential skills to develop strategic communication campaigns. Students will work with clients in teams to identify client’s goals, develop advertising, public relations, and media strategies, and set measures to evaluate the effectiveness of campaigns, while maintaining relationships with key audiences. Prerequisites: Graduating seniors or permission of department chair or program director | ||