Chairperson: Kati Tusinski Berg, Ph.D.
The strategic communication [online] major prepares graduates for professional success by studying contemporary issues at the intersection of advertising, public relations and digital communication. The curriculum is designed to develop skills related to strategic communication and the development of data-driven strategic planning to manage organizational relationships with stakeholders and to create effective messages for organizational success.
The program integrates theoretical perspectives on strategic communication with practical project-based approaches leading to creative strategic problem solving. Students develop an understanding of data analytics, business acumen and ethical decision-making to position them for success in the ever-changing industry that is strategic communication.
General Degree Requirements
Candidates for the baccalaureate degree must complete a minimum of 120 credit hours including the following requirements:
|Marquette Core Curriculum||30|
|Diederich College of Communication Curriculum||12|
Note: A minor is not required for this major.
Marquette Core Curriculum (MCC)
Refer to the Marquette Core Curriculum (MCC) in the university section of this bulletin for courses that fulfill requirements. The university allows a maximum of two courses in the Discovery Tier to apply towards a primary major.
Diederich College of Communication Curriculum
The Diederich College of Communication builds on the foundational educational experience provided by the MCC. It does this through a college curriculum that amplifies and deepens the knowledge, skills and values imparted to students in the MCC, and by offering students the opportunity to develop specialized knowledge and skills in a variety of undergraduate majors and minors. The Diederich College of Communication thereby extends students' academic experiences, and focuses further learning in pursuit of a specialized degree. College of Communication students are required to take the following courses:
|COMM 1000||Foundations of Human Communication, Culture and Society||3|
|COMM 1100||Professional Communication||3|
|COMM 1200||Media in Society||3|
|COMM 2500||Introduction to Communication Research Methods||3|
|Total Credit Hours||12|
Strategic Communication [Online] Major
A total of 48 credits of course work must be completed for the online major in strategic communication.
|ADPR 2100||Communication Design Toolbox||3|
|ADPR 2200||Media Writing||3|
|ADPR 4300||Emerging and Social Media in a Dynamic Marketplace||3|
|ADPR 4350||Social Media Analytics and Measurement||3|
|ADPR 4600||International Advertising and Public Relations||3|
|ADPR 4750||Strategic Communication in a Culturally Diverse Marketplace||3|
|ADPR 4850||Multiplatform Content Strategy||3|
|ADPR 4997||Advertising and Public Relations Campaigns||3|
|ADVE 3000||Consumer Insight and Brand Strategy||3|
|ADVE 4100||Advertising Media Strategy||3|
|PURE 3800||Public Relations Strategies||3|
|PURE 3850||Crisis Communication and Reputation Management||3|
|STCM 1600||Introduction to Strategic Communication||3|
|STCM 2400||Business Essentials for Strategic Communication||3|
|STCM 3400||Writing for Strategic Communication||3|
|STCM 4800||Ethics and Corporate Social Responsibility||3|
|Total Credit Hours||48|
STCM 1600. Introduction to Strategic Communication. 3 cr. hrs.
Introduces students to the multifaceted world of strategic communication practice in the 21st century. From the global transnational media firm, to the state-wide environmental activist organization, to the local public school, today’s organizations are grappling to create and sustain relationships through strategic, targeted and integrated digital communication that supports organizational goals. Topics include advertising, public relations, advocacy/activism, media relations and content marketing. Focuses the development of planned efforts to influence others by providing information and developing relationships. Prereq: STCM major.
STCM 2400. Business Essentials for Strategic Communication. 3 cr. hrs.
A strategic communicator must be able to speak the language and understand business goals, issues and trends. Students learn the essentials of financial statements and terminology, the stock market and public companies. Prereq: STCM major or cons. of instr.
STCM 3400. Writing for Strategic Communication. 3 cr. hrs.
Builds upon basic knowledge of audience analysis and media selection from earlier courses to develop higher-level writing skills across multiple media platforms – paid, earned, social and earned. Teaches students how to write for a variety of media with clarity, insight and skill. Students are given constant practice in developing solid persuasive writing abilities necessary for professionals entering fields commonly associated with strategic communication. Writing portfolios are assembled for purposes of future internships and employment. Prereq: STCM major and STCM 1600.
STCM 4800. Ethics and Corporate Social Responsibility. 3 cr. hrs.
Explores various approaches to ethical decision-making and applies them to diverse aspects of strategic communication in professional settings. Students are exposed to a variety of ethical perspectives in theoretical contexts and learn to apply these theoretical concepts to professional situations. Analyzes the social responsibilities of corporations by exploring questions such as: What sorts of public communication practices are commonly taken to hinder or promote corporate social responsibility? What are the ethical implications for civic life of corporations' internal communication practices? How do corporations manage their ethical relations with communities, nongovernmental organizations and other stakeholders? Prereq: SCTM major and STCM 1600; or cons. of instr.