Strategic Communication: Digital Strategy

Strategic Communication: Digital Strategy

Students preparing to work in any area of the strategic communication field – including creative, media, accounts and public relations – will benefit from learning about the strategy and application of digital mediums. The coursework in this interest area will help prepare students in the areas of search engine marketing, content strategy, social media, mobile, display, email, analytics and the advertising and content optimization that is vital to the success of digital campaigns. 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 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)

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

Suggested Journalism Electives for Digital Strategy (13)

  • 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 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 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.

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 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 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.
  • JOURN 4213 Strategic Communication Sports Productions I: (3)
    [JOURN] [4213] [Strategic Communication Sports Productions I]
    (cross-leveled with JOURN 7213). This class is designed to prepare Strategic Communication students for vital new positions in the world of sports marketing with the emphasis on video productions, strategic planning, and strategic dissemination of video content via multiple media, channels and platforms. Graded on A-F basis only. Prerequisites: JOURN 4200, JOURN 4204 and JOURN 4952. Restricted to Journalism Strategic Communication and Science and Agricultural Journalism Majors.
  • JOURN 4216 Media Sales: (3)
    [JOURN] [4216] [Media Sales]
    Focus of this course is to familiarize students with how to sell a variety of media, including newspaper, radio, television, outdoor, new media, and others. Prerequisites: JOURN 4206. Restricted to Strategic Communications students only.
  • JOURN 4224 Effective Job Search Strategies: (3)
    [JOURN] [4224] [Effective Job Search Strategies]
    Are you getting ready to apply for a job or internship? A resume is a brief written account of personal, educational, and professional qualifications and experience that you prepare as part of your application materials for a prospective job. To ensure that your resume is read by the recipient, you will need a cover letter that markets your unique qualifications for the specified job description. In the current global economy, it is essential for job seekers to optimize their chances of being considered and hired for positions that are well-suited to their qualifications and interests. This course will help you effectively develop employment application materials for today's job market by honing your resume writing skills, providing you with tools to create an impressive resume (or to improve the one you already have), and giving suggestions on developing an effective cover letter. You will study different types of resume and cover letter formats that can be applied to various prospective employment situations and your own personal career goals. You will undertake a critical assessment of the professional skills you already possess, brainstorm and apply the best ways to market these skills in your resume and cover letter, and enhance your application materials by using specific tips and techniques to make you more competitive for the job you seek. Special focus is placed on developing effective application correspondence, follow-up correspondence and interviewing techniques. Graded on A-F basis only. Prerequisites: JOURN 4200, JOURN 4204, and JOURN 4952.
  • JOURN 4228 Strategic Design and Visuals II: (3)
    [JOURN] [4228] [Strategic Design and Visuals II]
    Advanced course in strategic design and visuals. Persuasive visual principles applied to variety of integrated media including print, broadcast and on-line. Prerequisites: JOURN 4206. Restricted to Strategic Communication 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 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 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.