STRATEGIC COMMUNICATION (STCM)

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

Strategic Communication majors must take 44 credits.  

Strategic Communication 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 (WI) (4 credits) 
  • STCM 344 Writing for Strategic Communication (WID) (4 credits) (pre-req. STRM234) 
  • STCM 346 Digital Content and Strategy in Strategic Communication (4 credits) (pre-req. STCM244) 
  • STCM 480 Ethics in Strategic Communication  (4 credits) (pre-req. Junior Standing) 
  • STCM 470 Capstone: Strategic Communication Campaigns (pre-req. STCM344 and STCM346) (4 credits) 
Strategic Communication 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 studyexperiential learning for creditstudy abroad or topic courses. No more than eight (8) credits from Internship and Experiential Learning can count towards the major.

  • 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)
  • COJO 212 Rhetorical 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 ENGL314 Professional Editing
    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)
     
  • STCM 272 Advertising Media and Connections Planning (4 credits) 
  • STCM 368 Advertising Portfolio (4 credits) 

Minor in Strategic Communication

Strategic Communication 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 studyexperiential learning for creditstudy 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 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 (WID) (4 credits) 
  • STCM 368 Advertising Portfolio (4 credits) 
  • STCM 470 Capstone: Strategic Communication Campaigns (4 credits) 
  • STCM 480 Ethics in Strategic Communication (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) 
  • COJO 212 Rhetorical 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 ENGL314 Professional Editing
    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 
    Prinicples 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 Jour & Mass Media 4
STCM  234 Principles of Strategic Comm 4
STCM  244 Research, Measurement, & Eval 4
STCM  272 Advertising Media & Conn Plan 4
STCM  344 Writing for Strategic Comm 4
STCM  346 Digital Content and Strategy 4
STCM  368 Advertising Portfolio 4
STCM  470 Capstone: Campaigns 4
STCM  480 Ethics in Strategic Comm 4