School of Media & Strategic Communications

Strategic Communications Courses


SC 2013 Introduction to Strategic Communications: Advertising. Prerequisite(s): Departmental majors only. Process of advertising examined from the perspectives of art, business and communication. Introductory course for majors that surveys advertising and how it fits into society. Applications of integrated marketing communication, consumer behavior, segmentation and target marketing, advertising research, creative and media strategy, international advertising and local advertising.

SC 2183 Introduction to Strategic Communications: Public Relations. Prerequisite(s): Departmental majors only. Examines the convergence of communication disciplines known as strategic communications (SC). Addresses development and importance of SC in today’s diverse and global society, the process of public relations (PR) and its impact in SC; the history and development of PR; the role PR plays in SC and how it contributes to the bottom line of organizations; how PR operates in a diverse society, and how PR and advertising work together in SC to achieve organizational goals.

SC 3283 PR Communications Methods. Prerequisite(s): 2183 and MC 2003 with a grade of “C” or better in both; and a minimum grade of 75 on the Language Proficiency Exam. An analysis and application course focused on the communications methods and techniques used in the practice of public relations.

SC 3353 Persuasive Writing for Strategic Communicators. Lab 2. Prerequisite(s): MC 2003 and MC 2023 and SC 2013 or 2183 with a grade of “C” or better in each; and a minimum grade of 75 on the Language Proficiency Exam. An examination of the language of persuasive communication, how persuasion works and the techniques of persuasive message strategy. Application of persuasive writing for traditional media and emerging digital media.

SC 3383 Public Relations Management and Strategies. Prerequisite(s): 2183 AND MC 2003 AND MC 2023 with a grade of “C” or better on each; and a minimum grade of 75 on the Language Proficiency Exam. The practice and techniques of public relations as a management function in business, industry, agriculture, government, education and other fields.

SC 3443 Social Media. Prerequisite(s): MC 2003 and MC 2023 and SC 2013 or SC 2183 with a grade of “C” or better in each; and a minimum grade of 75 on the Language Proficiency Exam. The practice and application of social media such as Facebook, MySpace, Twitter and other social networking sites to public relations practice.

SC 3600 Strategic Communications Internship. 1-3 credits, max 3. Prerequisite(s): 3353 and 3753 with a grade of “C” or better in both and consent of instructor; and a minimum grade of 75 on the Language Proficiency Exam. Internship practice for qualified strategic communications students who wish creative communications experience beyond that available in the classroom.

SC 3603 Copywriting and Creative Strategy. Lab 2. Prerequisite(s): 3353 and 3753 with “C” or better in both; and a minimum grade of 75 on the Language Proficiency Exam. Emphasis on developing creative strategy in the context of an advertising campaign. Focus on the “Big Idea” with in-depth skills development in advertising copywriting across all media and formats.

SC 3753 Graphic Design for Strategic Communication. Lab 2. Prerequisite(s): MC 2003 and MC 2023, and SC 2013 or SC 2183 with a grade of “C” or better in each; and a minimum grade of 75 on the Language Proficiency Exam. An analysis and application course focused on designing elements used in strategic communication to include both traditional media and new media. Creative and practical aspects of typography, layout and design. Lab component offers hands-on instruction and skills development.

SC 3803 Advertising Layout and Design. Lab 2. Prerequisite(s): 2013 and MC 2003 with a grade of “C” or better in both; and a minimum grade of 70 on the Language Exam. A comprehensive look at the design of print advertising, magazine, outdoor, direct mail, and others. Lab component offers hands-on instruction and skills development.

SC 3953 Research Methods for Strategic Communicators. Prerequisite(s): MC 2003 and MC 2023 and SC 2013 or SC 2183 with a grade of “C” or better in each; and STAT 2013 or 2053; and a minimum grade of 75 on the Language Proficiency Exam. Provides an overview of strategic communication research, with an emphasis on its application to the development and evaluation of the strategic communication message. Audience and media research are studied, and primary and secondary information sources are employed. Procedures for conducting a research project are outlined, and students participate in the research planning process, the gathering of primary data, and the analysis and presentation of results.

SC 4013 Advertising Media and Markets. Prerequisite(s): 2013 and MC 2003 with a grarde of “C” or better in both; and a minimum grade of 75 on the Language Proficiency Exam. Introduction to the strategic use of media. Major principles of media planning and buying, audience measurement, media research, new media technology, and market segmentation.

SC 4123 Public Relations Crisis Communications. Prerequisite(s): 3353 with a grade of “C” or better; and a minimum grade of 75 on the Language Proficiency Exam. The nature of organizational crises and the techniques for preparing crisis communications plans for various types of organizations.

SC 4223 Media Sales and Marketing. Prerequisite(s): MC 2003 and MC 2023 with a grade of “C” or better in both; and a minimum grade of 75 on the Language Proficiency Exam. The primary focus of this course is to learn to sell advertising time and space and gain insight into the professional sales process. Course will explore the role of sales in the marketing mix, the intricacies of the different local media available to advertisers, how to make effective sales presentations and the art of prospecting.

SC 4383 Media Relations. Prerequisite(s): Senior standing, minimum graduation/retention GPA of 2.5. Strategies for dealing with the news media. Students will gain hands-on experience in conducting media news conferences, pitching story ideas and preparing themselves and other for dealing with news media interviews. Meets with MC 5383. No credit for students with credit in MC 5383.

SC 4493 Advanced Public Relations Media. Lab 2. Prerequisite(s): 3353 and 3753 with a grade of “C” or better in both; and a minimum grade of 75 on the Language Proficiency Exam. An advanced application course in planning, researching, writing, editing and designing of materials used in public relations communications.

SC 4520 Specialized Strategic Communication Applications. 3 credits, max 6. Prerequisites: 3353 and 3753 with a grade of “C” or better in both; and a minimum grade of 75 on the Language Proficiency Exam. Professional strategic communications at an advanced level. Strategic communications study of non-profit, corporate, agency, international and other specialized applications. Course content varies by semester. No credit for students with credit in MC 5520 during the same semester or with the same subtitle.

SC 4603 Integrated Marketing Communication. Prerequisite(s): MC 2003 and MC 2023, and SC 2013 or SC 2183 or MKTG 3213 with a grade of “C” or better in each; and a minimum grade of 75 on the Language Proficiency Exam. Planning and the value of coordinating the various promotional mix elements within a communication campaign to create maximum clarity and impact. Communication elements including advertising, public relations, direct marketing and sales promotion and examine strategies for combining and integrating them into an effective campaign. Theories, models and tools to make better promotional communication decisions. No credit for students with credit in MC 5603. (Same course as MC 5603).

SC 4623 Advertising Campaigns. Prerequisite(s): 3603 and 3803 and 4013 with a grade of “C” or better in each; and a minimum grade of 75 on the Language Proficiency Exam. Planning, preparation and presentation of comprehensive advertising and marketing campaigns for national or local clients. Student teams produce all aspects of the campaign, from conception to presentation. Satisfies capstone requirement for advertising majors.

SC 4653 Electronic Media Advertising. Prerequisite(s): 2013 or 2183 or MKTG 3213 with a grade of “C” or better; and a minimum grade of 75 on the Language Proficiency Exam. Introduction to the strategic use of entertainment marketing and new media in advertising. Major principles of engagement through current trends in advertising and branding via new technologies, product placement, sponsorship, and cross promotions. All types of new media and entertainment marketing will be explored and analyzed including, but not limited to, Internet advertising, product placement in film, TV and gaming, mobile marketing, and viral marketing.

SC 4663 Professional Portfolio. Lab 2. Prerequisite(s): MC 2003 with a grade of “C” or better; and a minimum grade of 75 on the Language Proficiency Exam; and junior or senior standing. Designed to help students polish and present their design and creative work in an integrated package coupled with personalized identity materials. Emphasis will be on applying advanced visual and graphic communication theories to present an attractive and persuasive portfolio of creative work. It is intended for students who have completed a significant amount of course work in their field. An intermediate level of experience with desktop design software is assumed.

SC 4843 Strategic Communication Campaigns. Prerequisite(s): 3953 and 3603 or 4493, and 3383 or 4013 with a grade of “C” or better in each; and a minimum grade of 75 on the Language Proficiency Exam. Planning, preparation and presentation of comprehensive integrated strategic communication campaigns for national or local clients. Student teams produce all aspects of the campaign, from conception to presentation. Satisfies capstone requirement for strategic communication majors.

SC 4980 Advertising Competitions. 3 credits, max 6. Prerequisite(s): Consent of instructor. Research and construction of a comprehensive communications marketing campaign for the America Advertising Federation National Student Advertising Competition. Student team members must make application for admission.