Strategic Communication: Account Management Advising Guide

Strategic Communication: Account Management Advising Guide

Students begin planning their course schedule for their junior and senior years after being admitted to an interest area. This commonly occurs near the conclusion of the sophomore year. This advising guide provides strategic communication students with information such as course sequencing, special enrollment requirements, course load recommendations, journalism elective recommendations, travel requirements for off-campus locations, safety and health considerations and contact information.

Interest Area Curriculum Structure

Students beginning their interest area curriculum are required to take 31 credits of journalism courses and 29 credits of upper level non-journalism courses. Each semester students are encouraged to enroll in a combination of journalism and non-journalism courses.

Enrollment Planning

The following semester plan may apply to many students’ situations. Students are encouraged to work with a faculty adviser and an academic adviser to create a plan that fits their needs.

First Semester in the Interest Area

Courses Credits
JOURN 4200 Principles of Strategic Communication 3
JOURN 4204 Introduction to Strategic Writing and Design 3
JOURN 4952 Strategic Communication Research I 3
MRKTNG 3000 Principles of Marketing 3
Non-Journalism Electives 3

Total Credits 15

 

All students are required to take JOURN 4200 Principles of Strategic Communication, JOURN 4204 Introduction to Strategic Writing and Design, and JOURN 4952 Strategic Communication Research during their first semester in strategic communication. These courses provide knowledge that lays the foundation for all future strategic communication electives and capstone courses. All three courses are prerequisites for other strategic communication courses.

These courses are offered in the fall and spring semesters. Students are permitted to enroll in the courses after they have been fully admitted to the interest area. The advising office will email detailed enrollment instructions to each student during the semester prior to beginning the interest area.

Students commonly enroll in MRKTNG 3000 Principles of Marketing, during the first semester in the interest area. MRKTNG 3000 should be taken no later than the third semester in the interest area. One additional MRKTNG course is also required. The additional MRKTNG course requires MRKTNG 3000 as a prerequisite.

Second Semester in the Interest Area

Courses Credits
JOURN Electives 6
Non-Journalism Electives 9

Total Credits 15

 

During the second semester in the interest area, strategic communication students should focus on enrolling in journalism electives. Students can choose to specialize in one of the specific strategic communication interest areas or choose from a variety of journalism courses.

JOURN 4250 Management of Strategic Communication. This course can also be taken during the third semester.

Students interested in public relations should consider JOURN 4256 Interactive Advertising.

Students interested in the digital aspects of account management should consider JOURN 4262 Digital Strategy I.

Third Semester in the Interest Area

Courses Credits
MRKTG Elective 3
JOURN Electives 7
Non-Journalism Electives 3

Total Credits 16

 

During the third semester in the interest area, strategic communication students should continue to focus on enrolling in journalism electives. Students can choose to specialize in one of the specific strategic communication interest areas or choose from a variety of journalism courses.

Students interested in public relations should consider JOURN 4270 Public Relations Writing if they have completed JOURN 4256 Public Relations in their second semester.

Students interested in the digital aspects of account management should consider JOURN 4263 Digital Strategy II if they have completed JOURN 4262 Digital Strategy I in the second semester.

Fourth Semester in the Interest Area

Courses Credits
JOURN 4970 Strategic Campaigns 3
JOURN 4000 Communications Law 3
JOURN 3000 History of American Journalism or
JOURN 4568 History of Photojournalism
3
Non-Journalism Electives 5

Total Credits 14

 

All strategic communication students must complete the capstone course, JOURN 4970 Strategic Campaigns, to graduate. This course is generally taken in the final semester. It is recommended that students have taken most, if not all, of their strategic communication electives before their capstone semester.

The capstone course requires students apply what they have learned in the strategic communication curriculum to professional scenarios. Students will work on real assignments provided by brands, nonprofits and other clients.

JOURN 3000 History of Journalism or JOURN 4568 History of Photojournalism and JOURN 4000 Communication Law should be taken during the fourth semester. JOURN 4568 is only offered in the fall semester.

Journalism Electives

In addition to the required journalism, strategic communication and marketing courses, 13 credits of strategic communication elective courses are required for graduation. Choice of electives depends on the student’s career plans.

Students who have a specific focus in their interest area can seek enrollment in the recommended electives listed below. For students who are undecided about their career path, choosing electives from different areas will provide a well-rounded understanding of the different applications in the advertising, public relations and communication industries.

Students who wish to study abroad during a fall or spring semester through the School of Journalism Global Programs can earn up to nine journalism elective credits and three to six credits of non-journalism requirements. Summer programs are also available. Summer program credit hours typically range between three and nine.

Students who plan to enter the field of account management should strive for a comprehensive industry understanding. Therefore, a variety of strategic communication electives are strongly encouraged.

Highly-Recommended Electives

Highly suggested electives are courses that will prepare students for industry work in this interest area. Course descriptions are available in the Undergraduate Catalog.

  • 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.
    • Consent required.
      • Note: Because of course workload, it is best not to take during the same semester as JOURN 4270 Public Relations Writing.
  • 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 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.
    • Consent required.

Additional Electives

Other elective suggestions are provided to help students fulfill elective requirements. Students’ choices are based on personal preference. Course descriptions are available in the Undergraduate Catalog.

  • JOURN 4212 Sports and Entertainment Promotion: (3)
    [JOURN] [4212] [Sports and Entertainment Promotion]
    Course focuses on the role that research, sponsorship, advertising, public relations, social media, positioning, target marketing, psychographics, and other strategic communication processes play in the promotion of the sports and entertainment industry. The course will critically analyze and examine how chief executive officers of sport and entertainment organizations choose, maintain, or redirect their promotion strategies and activities to help achieve organization missions, encourage tickets sales, and attract large audiences. Prerequisites: Junior Standing Required. Restricted to Journalism Strategic Communications and Science and Agricultural Journalism Students Only.
    • Consent required.
  • 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.
    • Prerequisite: JOURN 4262.
  • 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.
    • Consent required. Prerequisite: JOURN 4256.
  • 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.
    • Consent required. Prerequisite: JOURN 4256.
  • 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).
  • Special topic courses may be offered; check MyZou for availability.

Upper Level Non-Journalism Requirements

These courses are meant to expand upon general education courses from the first two years of study. These courses can be used to meet dual degree or minor requirements from other academic units. For additional information, see Upper Level Non-Journalism Requirements.

Special Course Enrollment Requests

Some courses will require an enrollment request due to the hands-on nature of Missouri Method courses. Details regarding how to enroll in courses are listed in each course’s notes section in MyZou.

Global Programs

Students can take advantage of extensive study abroad opportunities that include internships in international settings. About one-third of strategic communication students choose to study abroad during their time at the University of Missouri. Short-term experiences of a few weeks to semester-long programs are available in a variety of countries. Off-campus experiences within the United States also are available. More information can be found by visiting Global Programs.

Resource Contacts

  • Coordinator for Strategic Communication Course Enrollment
    • The coordinator is a key contact for course planning, scheduling and processing special enrollment requests for courses requiring faculty consent to enroll.
  • Faculty Advisers
    • Faculty advisers can help students with questions about course selection, careers and internships.
  • Undergraduate Advising Liaison
    • The advising liaison works closely with strategic communication faculty and staff to provide students with timely updates on courses and enrollment troubleshooting.