Strategic Communication

Program of Study

The degree requires 30 credits. All courses are available online.

COM 561 – Multimedia Content Creation
Exploration and application of strategies to communicate ideas clearly, concisely, and effectively through multimedia content. Sample syllabus

COM 562 – Crisis Communication in Global Contexts
Prepare, plan, and execute crisis communication and management to protect the continuity of an organizations image and mission. Sample syllabus

COM 563 – Ethics for Professionals
The understanding, discussion, and application of key theories of individual and institutional ethics; the articulation and defense of ethical reasoning. Sample syllabus

COM 564 – Research Methods for Professionals
Understanding the role of research in media and related organizations and its application to organizational decision making through quantitative and qualitative research methods including research design, questionnaire construction, sampling, data collection techniques, and variable measurement. Sample syllabus

Strategic Communication Core Courses (15 credits)

COMSTRAT 561 – Persuasion for Professional Communicators
Introduction to theories, concepts, strategies, and processes of persuasion and social influence. Sample syllabus

COMSTRAT 562 – Creative Media Strategies and Techniques
The strategies, processes, procedures and steps involved in creating marketing communications materials for a variety of different media. Sample syllabus

COMSTRAT 563 – Professional Digital Content Promotion
The application of writing, critical thinking, and persuasion skills to the practice and promotion of PR and advertising in both digital and social media outlets. Sample syllabus

COMSTRAT 564 – Consumer Behavior and Brand Development
Tactics and strategies for consumer analysis and brand development; skills necessary for uncovering consumer insights to link client objectives, account management, creative development, and media planning. Sample syllabus

COMSTRAT 565 – Professional Marketing Communication Management and Campaigns
An overview of behavior change theories with a focus on strategic marketing campaign design and evaluation; learning to use theory and research to more effectively plan, design, execute and evaluate strategic communication campaigns. Sample syllabus

Capstone Course (3 credits)

COMSTRAT 701 – Master’s Capstone
Culminating course where students demonstrate core competencies with the response to 4-5 prompts, completion of an online portfolio and other creative and engagement activities. Sample syllabus

Program Objectives

There are two primary objectives for the Online MA Strategic Communication program.

These include:

1. producing quality students who possess the theoretical foundation and practical knowledge to succeed in their chosen fields and
2. training individuals who will perform at the highest level of both professional and ethical standards.

In keeping with the recommendations of the Commission on Public Relations Education for professional master’s degrees, our program will combine professional skill development with training in ethical decision-making. This dual emphasis seeks to honor the legacy of Edward R. Murrow, our college’s namesake. Murrow set professional standards for what was then the emerging broadcast news industry. He also was one of the industry’s strongest critics who
urged its practitioners to rise to the industry’s potential for serving justice and for fostering democratic institutions.

Similarly, the goal of the MA Strategic Communication is to train individuals who will perform at the highest level of both professional and ethical standards, who will both define and improve the industry while in the service of just and democratic societies.