Roy H. Park School of Communications

Department of Strategic Communication

Bachelor of Science

Steven Seidman, Associate Professor and Chair

The Department of Strategic Communication offers two degree programs -- a bachelor of science in communication management and design and a bachelor of science in integrated marketing communications -- and  minors in communication management and design and integrated marketing communications. Students interested in the major or minor in communication management and design should contact Professor Steven Seidman, chair of the Department of Strategic Communication. Students interested in the major or minor in integrated marketing communications should contact Professor Scott Hamula, program director of the integrated marketing communications major and minor.

Communication Management and Design, B.S.
Integrated Marketing Communications, B.S.
Communication Management and Design Minor
Integrated Marketing Communications Minor

Communication Management and Design, B.S.

Communication management and design is a unique interdisciplinary program providing a comprehensive education in the theory and practice of both human and media-based communication within organizations. The curriculum focuses on how people in organizations work together and share information and how organizational leaders design strategies, systems, and tools to accomplish goals. Students prepare to assume a wide range of professional roles in such areas as employee communication, public information, education and training, meeting and special events planning, interactive media and design, and promotional communication.

The breadth and depth of the curriculum provide majors with the background to become communication generalists within organizations -- for example, managing events, writing annual reports, developing training and promotional media, preparing speeches and press releases, and recruiting new employees -- or to become specialists within a more focused context, such as corporate video production, interactive multimedia design, crisis management, instructional technology, or website development. To prepare students for such roles, skills and concepts are presented and applied within the curriculum in a variety of contexts, such as business and industry, media production, consulting, health care, education, social services, and government.

All majors take a common core of courses in which they develop basic communication knowledge and skills. The student selects one of two concentrations within the major by the conclusion of his or her sophomore year: corporate communication, or instructional technology. Concentrations help students focus their studies on particular interests and careers.

Corporate Communication Concentration

The corporate communication concentration focuses on communication in organizations, providing the theoretical and practical context for examining how informal and formal communication occurs in organizations, including leadership styles, the impacts of technology and diversity, and the creation and change of corporate culture. Students gain a set of skills and concepts that can be applied in areas such as conflict management, workforce diversity initiatives, meeting planning and facilitation, employee communication, speech writing, and crisis communication.

Instructional Technology Concentration

The instructional technology concentration addresses the application of theories in communication, systems, educational psychology, and management to such areas as designing and managing corporate training and development programs, developing computer-assisted learning software, creating job aids and incentive programs, designing and producing technical manuals, designing courses and educational materials, and analyzing and solving workplace performance problems. Students gain a set of skills that can be applied in areas such as instructional design, training, performance technology, technical communication, and management and evaluation of learning and performance systems.

Capstone

At the conclusion of the curriculum, students take a set of courses that synthesizes the concentrations and addresses ethical, managerial, research and evaluation, and critical issues in organizational communication. These courses serve as a transition between the curriculum and professional practice. The designated capstone course in the program is STCM 43400 Management of Strategic Communication.

Academic Policies

In addition to the general College guidelines for academic standing and the Park School academic policies, communication management and design majors are required to maintain a cumulative GPA of 2.50 in all communications school courses, as well as an overall cumulative GPA of 2.50. Courses at level 1 are open to seniors only by permission of the instructor. One-credit minicourses do not count as required communication management and design electives. All majors must complete a minimum of 60 credits outside communications, which includes the distribution requirements, and a minimum of 60 credits in courses designated as liberal arts (LA).

B.S. in Communication Management and Design

Requirements for the Major

*Denotes a liberal arts course

Departmental requirements

STCM 10300

Introduction to Strategic Communication*

3

STCM 10800

Human Communication in Organizations*

3

STCM 12300

Systems Thinking and Design: Undisciplined, Out of Control*

3

STCM 15000

Professional Applications of Technology

3

STCM 22200

Presentation Media Design and Production

3

STCM 34000

Research and Evaluation in Communication Management and Design*

3

STCM 43400

Organizational Communication Management

3

STCM 45000

Communication and Learning Technologies: Theory, Application, and Policy*

3

Total

24

Supplemental requirements

WRTG 10600

Academic Writing I* (3) or

WRTG 11100

Academic Writing II* (3)

3

WRTG 21100

Writing for the Workplace or

WRTG 31100

Writing for the Professions*

3

MGMT 11100

Introduction to Business

3

Total

9

Electives

Choose one of the following 3-credit courses (issues):

STCM 25100

Organizational Culture and Conflict*

STCM 32000

Leadership Communication*

STCM 36000

Communication in Culturally Diverse Organizations*

STCM 36500

Communication in International Organizations*

STCM 39000

Selected Topics* (chair approval required) or

STCM 39010

Selected Topics* (chair approval required)

3

Choose one of the following 3-credit courses (tools):

STCM 22000

Interactive Multimedia

STCM 23400

Introduction to Promotional and Instructional Video

STCM 24000

Organizational Writing and Publishing* 1

STCM 37100

Websites That Work

STCM 39000

Selected Topics* (chair approval required) or

STCM 39010

Selected Topics* (chair approval required)

3

Total

6

1 This course may be taken only once and applied under one category.

Additional requirements for the corporate communication concentration

STCM 21100

Corporate Communication: Strategy and Design

3

STCM xxx00

One additional communication management and design elective course,
which may be 3 credits of STCM 49000 Internship and/or STCM 49800 London Communications Internship

3

Choose two of the following 3-credit courses:

STCM 23200

Public Relations*

STCM 23000

Meeting and Event Management

STCM 24000

Organizational Writing and Publishing

STCM 30000 Crisis Communication

STCM 31000

Organizational Speech Writing and Interviewing*

STCM 41200

Workshop in Communication Management and Design or

STCM 49900

Independent Study*

 6

Total, corporate communication concentration

12

Additional requirements for the instructional technology concentration

STCM 21000

Instructional Design

3

STCM xxxxx

One additional communication management and design elective course,
which may be 3 credits of SCTM 49000 Internship and/or SCTM 49800 London Communications Internship

3

Choose two of the following 3-credit courses:

STCM 20300 Serious Games

WRTG 21300

Technical Writing*

STCM 34500

Performance Technology*

STCM 38000

E-Learning

PSYC 33400

Industrial Psychology*

STCM 41200

Workshop in Communication Management and Design or

STCM 49900

Independent Study*

 6

Total, instructional technology concentration

12

Additional requirements for the integrated studies concentration

STCM 21000

Instructional Design

3

STCM 21100

Corporate Communication: Strategy and Design

3

Choose one of the following 3-credit courses:

STCM 23200

Public Relations*

STCM 23000

Meeting and Event Management

STCM 24000

Organizational Writing and Publishing

STCM 30000 Crisis Communication

STCM 31000

Organizational Speech Writing and Interviewing*

STCM 41200

Workshop in Communication Management and Design or

STCM 49900

Independent Study* or

STCM 49000

Internship or

STCM 49800

London Communications Internship

3

Choose one of the following 3-credit courses:

STCM 20300 Serious Games

WRTG 21300

Technical Writing*

STCM 34500

Performance Technology*

STCM 38000

E-Learning

PSYC 33400

Industrial Psychology*

STCM 41200

Workshop in Communication Management and Design or

STCM 49900

Independent Study* or

STCM 49000

Internship or

STCM 49800

London Communications Internship

 3

Total, integrated studies concentration

12

(A maximum of 3 credits of STCM 49000 Internship or STCM 49800 London Communications Internship may be counted toward this concentration.)

Summary

Departmental requirements

 24

Supplemental requirements

  9

Elective requirements

  6

Concentration

 12

Other electives

 69

Total, B.S. in communication management and design

120

Integrated Marketing Communications, B.S.

Scott Hamula, Associate Professor and Director

The integrated marketing communications program is built on the merging of specific coursework from the Roy H. Park School of Communications strategic communication department and the School of Business. This degree teaches students about the newly converged fields of advertising, public relations, sales promotions, and marketing. Students learn how these specialized areas are combined into seamless communications programs that affect the various publics of businesses, not-for-profit organizations, and governmental agencies.

Academic Policies

In addition to meeting general College guidelines for academic standing and Park School academic policies, majors in integrated marketing communications are required to maintain a cumulative GPA of 2.50 in all required courses, as well as an overall cumulative GPA of 2.50.

Students wishing to pursue a major in integrated marketing communications should plan carefully and limit themselves to the business courses required within the major in order to adhere to the policy that undergraduate students who are neither accounting nor business administration majors may not register for more than 29 credit hours of business coursework (i.e., ACCT xxxxx, INTB xxxxx, MGMT xxxxx, FINA xxxxx, MKTG xxxxx, HRM xxxxx, PROD xxxxx, GBUS xxxxx, BINT xxxxx, BGRD xxxxx). Students with junior or senior ranking who are accepted into the integrated marketing communications degree may not be able to meet all degree requirements without studying for an extra semester or two.

Advising Note

Students with a double major in integrated marketing communications and business who are interested in applying to the master of business administration program should contact the School of Business Office of the Dean for information on a curriculum bridge of five business courses that can be taken during the summer following graduation, before entrance into the M.B.A. in the fall.

B.S. in Integrated Marketing Communications

Requirements for the Major

All majors must complete a minimum of 60 credits outside communications, which includes the distribution requirements, and a minimum of 50 percent of their credits (normally 60 credits) in courses designated as liberal arts (LA).

*Denotes a liberal arts course

Communications course requirements

STCM 10300

Introduction to Strategic Communication*

3

TVR 12100

Introduction to Mass Media*

3

TVR 13100

Media Writing*

3

STCM 23200

Public Relations*

3

STCM 24100

Advertising*

3

TVR 26000

Quantitative Mass Media Research Methods* (3) or

PSYC 20700

Statistics in Psychology* (4)

3-4

TVR 29600

Audience Research

3

TVR 31200

Government and Media*

3

STCM 33000

Advertising Copywriting and Art Direction

3

STCM 33200

Writing for Public Relations

3

Choose one of the following:

STCM 42000

Critical Issues in Integrated Marketing Communications* (3)

STCM 44000

Public Relations Lab (3)

STCM 44100

Ad Lab (3)

STCM 43000

Brand Design and Communication (3)

STCM 43400

Organizational Communication Management (3)

      3

Total, communications course requirements

33-34

Business course requirements

GBUS 20300

Legal Environment of Business I

3

ACCT 22500

Financial Accounting

3

MKTG 31200

Principles of Marketing

3

MKTG 32300

Consumer Behavior

3

MKTG 38000

International Marketing

3

MKTG 39000

Principles of Electronic Commerce or

MKTG 39100

Electronic Commerce: Legal Issues

3

MKTG 41100

Marketing Research

3

Choose one of the following:

MKTG 34500

Sales Management (3)

MKTG 48600

Marketing Strategy (3)

MKTG 49100

Marketing on the Internet (3)

  3

Total, business course requirements

24

Other course requirements

WRTG 10600

Academic Writing I* or

WRTG 11100

Academic Writing II*

3

ECON 12200

Principles of Microeconomics*

3

SPCM 11500

Business and Professional Communication* (3) or

STCM 10800

Human Communication in Organizations* (3)

3

STCM 22200

Presentation Media and Visual Design

3

Total, other course requirements

12

Summary

Communications course requirements

33-34

Business course requirements

    24

Other course requirements

    12

Electives

50-51

Total, B.S. in integrated marketing communications

   120

Minors

Minor in Communication Management and Design

Steven Seidman, Associate Professor and Coordinator

A minor in communication management and design is a systematic introduction to human and mediated communication in organizations. Students develop knowledge of basic principles and practices of corporate communication, instructional technology, and media design and production, and apply this knowledge to specific organizational settings. Information concerning application deadlines and admission criteria is available in the department office. Students must have a minimum cumulative GPA of 2.50 in order to apply to the minor, but this minimum does not guarantee acceptance.

This minor is not open to communication management and design majors.

Requirements for the Minor
Required courses

STCM 10300

Introduction to Strategic Communication

3

STCM 21000

Instructional Design

3

STCM 21100

Corporate Communication: Strategy and Design

3

STCM xxxxx

Any level-3 or above course in communication management and design (excluding internship)

3

Choose two of the following:

STCM 10800

Human Communication in Organizations (3)

STCM 12300

Systems Thinking and Design: Undisciplined, Out of Control (3)

STCM 15000

Professional Applications of Technology (3) or

STCM 22200

Presentation Media Design and Applications (3)

6

Total

18

Minor in Integrated Marketing Communications

Scott Hamula, Associate Professor and Director

The minor in integrated marketing communications, offered in cooperation with the School of Business, provides broad-based knowledge of the theories and applications of the newly converged realms of advertising, public relations, sales promotion, and marketing. The minor provides knowledge and application of the persuasive processes used in integrated marketing communications in print, broadcast, web-based, and other media.

This minor is not open to integrated marketing communications and sport media majors. Applications for the minor are accepted once per semester; contact the dean's office or department office for deadlines. Space is limited and acceptance is competitive. Students must have a least a 3.25 minimum cumulative GPA to apply, but this minimum is not a guarantee of acceptance.

Required courses for the minor

STCM 10300

Introduction to Strategic Communication

3

STCM 23200

Public Relations

3

STCM 24100

Advertising

3

MKTG 31200

Principles of Marketing (taken in spring only)

3

STCM 33000

Advertising Copywriting and Art Direction (3) or

STCM 33200

Writing for Public Relations (3)

3

STCM 42400

Critical Issues in Integrated Marketing Communications

3

Total

18

Additional requirements for the minor

All prerequisite courses must be completed with a grade of B or better to qualify the student for placement in advanced courses.