Strategic Communication: Copywriting

Strategic Communication: Copywriting

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 a focus on copywriting and creative executions. 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.
    • JOURN 3000 or JOURN 4568 should be taken in the senior year.

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.
    • JOURN 4000 also should be taken in the senior year.

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 Electives (6)

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

Suggested Journalism Electives for Copywriting (13)

  • JOURN 4208 Strategic Writing II: (3)
    [JOURN] [4208] [Strategic Writing II]
    Advanced course in the creation of advertising and public relations materials with an emphasis on strategic planning, developing creative concepts, producing and polishing copy and visuals, execution of finished product and refining. Prerequisites: JOURN 4206. Restricted to Strategic Communications students only.
  • JOURN 4218 Mojo Advertising Staff (3)
  • JOURN 4220 Creative Portfolio: (3)
    [JOURN] [4220] [Creative Portfolio]
    Students will produce a free-standing collection of outstanding, polished creative work to demonstrate his/her ability to perform at a high level of creativity. Prerequisites: core courses and JOURN 4208. Restricted to Strategic Communications students only.
  • 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 4262 Interactive Advertising I (3)

Suggested Strategic Communication Electives

  • JOURN 4130 Account Services: (1)
    [JOURN] [4130] [Account Services]
    Designed for advanced strategic communication students preparing for careers in account services. Section topics vary.
  • JOURN 4136 Creative Techniques: (1)
    [JOURN] [4136] [Creative Techniques]
    Designed for advanced strategic communciation students preparing for careers in creative work. Section topics vary.
  • 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 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.
    • Note: Not all one-hour courses are available every semester.

Suggested Journalism Electives

  • JOURN 4116 Managing and Leading People: (1)
  • JOURN 4126 Digital Audio and Visual Basics for Journalists: (1)
    [JOURN] [4126] [Digital Audio and Visual Basics for Journalists]
    Introduces journalism students to audio and video tools used in converged environments. Students will create news stories, ads or promos to meet journalistic or strategic communication goals. Prerequisites: Restricted to Journalism and Agricultural Journalism majors only.
  • JOURN 4400 Introduction to News Editing: (3)
    [JOURN] [4400] [Introduction to News Editing]
    Introduces the fundamentals of editing stories and writing headlines for publication online and in print, including and emphasis on style and grammar. Emphasized editing for an online audience. Prerequisite: Journalism [JOURN] 2100.
  • JOURN 4506 Magazine Design: (3)
    [JOURN] [4506] [Magazine Design]
    Introduction to typography of magazines from manuscript markup through layout to page proof. Extensions and limitations of typography are considered in light of current practice and economic possibilities. Prerequisites: Restricted to Journalism and Science and Agricultural Journalism majors only.
  • JOURN 4510 Visual Communications: (3)
    [JOURN] [4510] [Visual Communications]
    How to communicate through pictures. Topics: visual perception, vocabulary, the role of words, picture editing, design and layout, printers, taste and judgment, camera mechanics. For journalism students who are not photographers. Prerequisites: Restricted to Journalism and Science and Agricultural Journalism majors only.
  • JOURN 4726 Creativity and Innovation in Journalism: (3)
    [JOURN] [4726] [Creativity and Innovation in Journalism]
    To provide students an appreciation of creative process, to teach students methods to enhance creativity, to provide historical and philosophical background for creative process.
  • JOURN 4940 Internship in Journalism (1-6)
    • Note: Not all one-hour courses are available every semester.