Strategic Communication: Advertising and Public Relations
Program Overview
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 Graphic Design (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)