Professional Strategic Communication Track

The professional strategic communication track prepares students for careers in the fields of advertising and public relations.  The program offers a number of courses at the beginning, intermediate, and advanced levels.  The strategic communication curriculum is designed to provide students with a broad understanding of their fields of interest.

Students typically choose either an advertising or public relations focus in their programs, but all strategic communication programs involve significant exposure to theories, practices and issues in both advertising and public relations to prepare for today’s increasingly integrated professional world.

Preparatory Course

Core Course

Professional (Skills) Courses - Planning

  • Jour 3251: Evaluative Research in Strategic Communication
  • Jour 3253: Account Planning
  • Jour 3261: Media Planning
  • Jour 3275: Digital Strategy in Strategic Communication (Jour 3275 counts as an execution course for students admitted into to the major prior to Fall 2015)
  • Jour 4259: Strategic Communication Case Analysis
  • Jour 4262: Management for Strategic Communication

Professional (Skills) Courses - Execution

Professional (Skills) Courses By Interest Area

Below are merely examples of what course flows could look like based on students interest areas. 

For students interested in advertising 
Students interested in creative positions in advertising, such as copywriting or art direction, often choose Jour 3241(Creative Strategy and Creative Development), Jour 3275 (Digital Strategy in Strategic Communication), Jour 3321 (Media Design), or Jour 4242 (Advertising Portfolio Development), Jour 4243: Digital Content for Brand Communications, Jour 4259 (Strategic Communication Case Analysis) or Jour 4262 (Management for Strategic Communication).  Those interested in account-related positions, such as account planning, account executive or media planning, may choose Jour 3251 (Evaluative Research in Strategic Communication), Jour 3253 (Account Planning), Jour 3261 (Media Planning), Jour 3275 (Digital Strategy in Strategic Communication), Jour 3279W (Professional Writing for Strategic Communication), Jour 3321 (Media Design), Jour 4259 (Strategic Communication Case Analysis) or Jour 4262 (Management for Strategic Communication). 

For students interested in public relations 
Students interested in careers in public relations agencies, government, nonprofit, advocacy or corporate communications often choose Jour 3279W (Professional Writing for Strategic Communication), Jour 3275 (Digital Strategy in Strategic Communication), Jour 3321 (Media Design), Jour 3251 (Evaluative Research in Strategic Communication), Jour 4243: Digital Content for Brand Communications, Jour 4259 (Strategic Communication Case Analysis) or Jour 4262 (Management for Strategic Communication). Students with this interest also choose one or more of the journalism track courses (Jour 3279W is a prerequisite for each of these): Jour 3102 (Multimedia Production and Storytelling), Jour 3103 (Interactive and Data Journalism), Jour 3173W (Magazine Writing), Jour 3451 (TV, Radio, and Digital News Reporting). 

For students interested in health communication
Students interested in health communication positions in private and governmental organizations, advertising, public relations and marketing agencies often choose: Jour 3241: Advertising Strategy and Creative Development, Jour 3279W (Professional Writing for Strategic Communication), Jour 3275 (Digital Strategy in Strategic Communication), Jour 3251 (Evaluative Research in Strategic Communication), Jour 3321: Media Design, Jour 4242 (Advertising Portfolio Development), Jour 4243: Digital Content for Brand Communications, Jour 4259 (Strategic Communication Case Analysis) or Jour 4262 (Management for Strategic Communication). Students with this interest also choose one or moreof the journalism track courses (Jour 3279W is a prerequisite for each of these): Jour 3102 (Multimedia Production and Storytelling), Jour 3103 (Interactive and Data Journalism), Jour 3173W (Magazine Writing), Jour 3451 (TV, Radio, and Digital News Reporting). 

Periodically, the SJMC also offers professionally-oriented topics courses (Jour 3990/4990/5990) and field-based courses (Jour 4992) in strategic communication.  Strategic Communication students should watch for courses like these; such a course can be easily added to the Optional Course slot on your major program plan. 

Professional (Skills) Required Capstone Course

  • Jour 4263: Capstone: Strategic Communication Campaigns