Strategic Communication - Bachelor of Science (BS)

In the Department of Advertising, Public Relations and Media Design, students learn how to generate ideas and solve problems for businesses, organizations, brands and issues through a strategic thinking process that is grounded in analytical and creative thought. With the explosion of digital and social media, there’s never been a more exciting time to work in the rapidly growing field of strategic communication.

The department offers a bachelor’s degree in strategic communication—an umbrella term that refers to the way in which organizations use advertising, public relations and media design to accomplish their goals. Undergraduate students can choose to specialize in one of three track areas below.

Program Tracks

Advertising Strategy

The advertising strategy track prepares students for careers in account management, account planning, brand and campaign management or media management. These advertising careers require knowledge of brand-building, audience engagement across media platforms, data analysis and strategy development.

Public Relations

The public relations track prepares students for a career in one of the nation’s fastest-growing fields. Career opportunities within public relations include—but are not limited to—the roles of public relations director, media and communications manager, fundraising manager, director of communications, corporate communication manager, account manager, lobbyist, publicist, copywriter, event planner, social media manager and spokesperson.

Creative

The creative track involves the application of design thinking and design practices to create the targeted touchpoints of strategic communication for modern media in a commercial context, such as social media strategies, packaging design, app development and user experience. The creative track provides the methods and processes to solve a strategic communication problem, the experience and understanding to design an original concept, and the skills and best practices to bring those concepts to life. Graduates are employed as digital producers, social media managers, app designers, graphic designers, art directors, copywriters, user experience strategists and interaction designers.

Requirements

General Requirements

Each degree track requires 41-43 credit hours, comprised of the 23-credit-hour departmental Core Curriculum and 18-20 credit hours of specialized coursework.

The courses of Core Curriculum include Strategic Communication Capstone (APRD 4405), a 4-credit-hour capstone course completed in the student's final year.

Core Curriculum

Students must take the following courses to complete the department core requirement.

Secondary Area of Study

In addition to the coursework required for the major, all students in STCM must complete a secondary area of study outside of STCM. This secondary area of study can be met by any of the following: a minor, a second major within CMCI, a double degree or any credit-based certificate program of at least 12 credit hours.

Program Tracks

Advertising Strategy Track

The advertising strategy track consists of three required courses and three electives totaling 18 credit hours. Up to three credit hours of elective requirements can be satisfied by an internship.

Public Relations Track

The public relations track consists of three required courses and three electives totaling 18 credit hours. Up to three credit hours of elective requirements can be satisfied by an internship.

Creative Track

The creative track consists of six required courses and two electives totaling 20 credit hours. Up to three credit hours of elective requirements can be satisfied by an internship.

Sample Plan of Study

The following provides an example of how the core requirements for a BS in Strategic Communication could be fulfilled within four years. Please refer to the specific track requirements to determine the number of electives required for the advertising strategy, public relations and creative tracks. Specific details on the Core Curriculum requirements for the College of Media, Communication and Information can be found in Policies & Requirements.