Strategic Communication: Account Management

Strategic Communication: Account Management

This interest area educates students in the principles and practice of all communication designed to create a desired response from a given audience in advertising, public relations, digital and social media. It includes focused study and hands-on practice within strategic communication with an emphasis on account management. Administered by the strategic communication faculty.

Bachelor of Journalism Degree Requirements

Upper-Division Journalism Core (6)

All Strategic Communication students must take the following courses at the upper-division level:

  • JOURN 3000 History of American Journalism: (3)
    [JOURN] [3000] [History of American Journalism]
    American mass media from colonial days to present in the context of social, economic and political change. Prerequisites: Junior Standing; Journalism or Science and Agricultural Journalism majors.

OR

  • JOURN 4568 History of Photojournalism: (3)
    [JOURN] [4568] [History of Photojournalism]
    Examination of the aesthetic and technological development of photography from its invention in 1839 to the present. Primary emphasis on the evolution and impact of the picture press and the documentary tradition in America, although international developments are studied as well. Prerequisites: Journalism and Science and Agricultural Journalism majors only with Junior standing.

AND

  • JOURN 4000 Communications Law: (3)
    [JOURN] [4000] [Communications Law]
    Legal concepts, including prior restraint, libel, privacy, obscenity, contempt and access as they relate to print, broadcast, advertising and other areas. Prerequisites: Junior Standing; Journalism and Science and Agricultural Journalism majors.

Required Journalism Classes (12)

  • JOURN 4200 Principles of Strategic Communication: (3)
    [JOURN] [4200] [Principles of Strategic Communication]
    Foundation course familiarizing students with an array of strategic communication tools and how they are used in the field. Prerequisites: Restricted to Journalism and Science and Agricultural Journalism majors only. Junior standing required.
  • JOURN 4204 Introduction to Strategic Writing and Design: (3)
    [JOURN] [4204] [Introduction to Strategic Writing and Design]
    This course will teach you about strategic writing and design, and then show you how to apply these skills to key communication platforms such as digital media, TV, radio, social media and others. Along the way, you will learn to think, write and design creatively and strategically. Graded on A-F basis only. Prerequisites: junior standing; restricted to Journalism Strategic Communication and Science and Agricultural Journalism Majors only.
  • JOURN 4952 Strategic Communication Research I: (3)
    [JOURN] [4952] [Strategic Communication Research I]
    Introduction to techniques and practice of strategic communication research. Emphasis on research techniques and use of research results, including consumer analysis, attitude measurement and evaluation of externally supplied research. Prerequisites: Restricted to Strategic Communication students only. Junior standing or higher required.
  • CAPSTONE:
    JOURN 4970 Strategic Campaigns: (3)
    [JOURN] [4970] [Strategic Campaigns]
    This cours is a capstone course, giving students a hands-on opportunity to apply knowledge and skills gained in previous courses. Taken final undergraduate semester. Prerequisite: JOURN 4206.

Required Non-Journalism Courses (6)

  • MRKTNG 3000 Principles of Marketing (3)
  • Another marketing elective (3)

Suggested Journalism Electives for Account Management (13)

  • JOURN 4248 Media Strategy and Planning: (3)
    [JOURN] [4248] [Media Strategy and Planning]
    Course deals with strategic planning and the selection and evaluation of appropriate media outlets. Students gain a clear understanding of the problems and issues involved in crafting effective media strategies, creative problem solving and selection of appropriate media. Prerequisites: JOURN 4200, JOURN 4952, JOURN 4226. Restricted to Strategic Communications students only.
  • JOURN 4250 Management of Strategic Communication: (3)
    [JOURN] [4250] [Management of Strategic Communication]
    Introduces the managerial aspects of strategic communication as conducted within advertising agencies, corporations, public relations organizations and new media entities. Prerequisites: JOURN 4200, 4952 and 4226.
  • JOURN 4256 Public Relations: (3)
    [JOURN] [4256] [Public Relations]
    Current methods of communicating with constituents as practiced by agencies, corporations and government/not-for profit organizations. Prerequisites: JOURN 4200. Restricted to Journalism Strategic Communication and Science and Agricultural Journalism students only.
  • JOURN 4262 Interactive Advertising I: (3)
    [JOURN] [4262] [Interactive Advertising I]
    Course covers every step from integrating Internet efforts into the overall strategic communication plan to building a website that works. Designed for those with an interest in interactive advertising. Prerequisite: JOURN 4200, 4226 and 4952. Graded on A/F basis only.
  • JOURN 4268 Strategic Communication Practicum: (3)
    [JOURN] [4268] [Strategic Communication Practicum]
    Practical experience in public relations, corporate communications and strategic planning with the Missouri School of Journalism serving as client. Students from all journalism disciplines will apply knowledge and skills on a variety of platforms. Prerequisites: JOURN 4206 for Advertising students, JOURN 4306 for Broadcast students, JOURN 4450 for News-Editorial and Magazine students, JOURN 4556 for Photojournalism students. Restricted to Strategic Communication students only.

Suggested Journalism Electives

  • JOURN 4138 Public Relations Techniques: (1)
    [JOURN] [4138] [Public Relations Techniques]
    Designed for advanced strategic communication students preparing for careers in public relations. Section topics vary. Prerequisites: Restricted to Strategic Communications students only.
  • JOURN 4140 Interactive Techniques: (1)
    [JOURN] [4140] [Interactive Techniques]
    Designed for advanced strategic communications students preparing for careers in interactive media. Section topics may vary. Prerequisites: Restricted to Strategic Communications students only.
    • JOURN 4140 Interactive Techniques offers the following topics: “Social Media Strategy” (1 Credit) and “Social Media Content” (1 Credit).
  • JOURN 4146 Strategic Communication Techniques: (1)
    [JOURN] [4146] [Strategic Communication Techniques]
    Designed for advanced strategic communication students. Section topics vary. Prerequisites: Restricted to Strategic Communications students only.
    • JOURN 4146 Strategic Communication Techniques offers the following topics: “Introduction to Promotional Video” (1 Credit) and “Advanced Promotional Video” (1 Credit).
  • JOURN 4236 Psychology in Advertising: (3)
    [JOURN] [4236] [Psychology in Advertising]
    Application of psychological principles, learning, perception, motivation, attitudes to advertising. Emphasis on the increasing use of psychographics (the "lifestyle" factor) to understand consumer wants and buying behavior. Prerequisites: JOURN 4200, JOURN 4952, JOURN 4226.
  • JOURN 4263 Interactive Advertising II: (3)
    [JOURN] [4263] [Interactive Advertising II]
    Course goes in-depth on top issues in the interactive process from video advertising to social networking sites and how to increase campaign performance with web analytics. Designed for those who want a career in interactive advertising. Graded on A-F basis only. Prerequisites: JOURN 4262. Restricted to Journalism Strategic Communication students only.
  • JOURN 4270 Public Relations Writing: (3)
    [JOURN] [4270] [Public Relations Writing]
    Develop skills and capabilities in strategic communication applications, including news releases, media advisories, pitch letters, video news releases, media relations techniques, writing for electronic and broadcast media, feature writing, brochures and speeches. Graded on A-F basis. Prerequisites: JOURN 4206 and JOURN 4256. Restricted to Strategic Communication students only.