Professional Strategic Communication Track : SJMC : University of Minnesota : Journalism & Mass Communication : U of M

Professional Strategic Communication Track

The professional strategic communication track prepares students for careers in the fields of advertising and public relations. The program offers a number of courses at the beginning, intermediate, and advanced levels. The strategic communication curriculum is designed to provide students with a broad understanding of their fields of interest.

Students typically choose either an advertising or public relations focus in their programs, but all strategic communication programs involve major exposure to theories, practices, and issues in both advertising and public relations to prepare for today’s increasingly integrated professional world.

Strategic communication students begin their programs with an introductory course in principles of strategic communication, focusing on their area of interest (choose one):

Jour 3201 (Principles of Strategic Communication: Advertising) -OR-
Jour 3202 (Principles of Strategic Communication: Public Relations).

All students take three required courses involving both advertising and public relations:

Jour 3251 (Strategic Communication Research);
Jour 4259 (Cases in Strategic Planning and Thinking); and,
Jour 4263 (Capstone in Strategic Communication Campaigns).

In the remaining two or three professional courses taken by Strategic Communication students, they typically select courses focusing primarily on their interest area.

For students interested in advertising
For example, students interested in creative positions in advertising, such as copywriting or art direction, often choose Jour 3241 (Creative Strategy and Copywriting, Jour 3321 (Basic Media Graphics), or Jour 4242 (Advertising Portfolio Development). Those interested in account-related positions, such as account planning, account executive, or media planning, may choose Jour 4261 (Advertising Media Strategy) and either Jour 3241 or Jour 3321. Or to increase their understanding of the role of public relations in integrated marketing communication, these students may take the introductory PR class, Jour 3202.

For public relations students
Students interested in careers in public relations agencies or corporate communication often choose Jour 3279W (Public Relations Writing and Campaign Tactics) and the media graphics course, Jour 3321. Students particularly interested in media relations may choose the introductory course in journalism, Jour 3101 (News Writing and Reporting). And some public relations students will select Jour 3201 to develop a better understanding of the fundamentals of advertising.

Periodically, the SJMC also offers professionally-oriented topics courses (Jour 4990) and field-based courses (Jour 4992) in strategic communication. Strategic Communication students should watch for courses like these; such a course can be easily added to the student’s major program plan.

Course Availability – Strategic Communication

Most professional skills courses are offered each semester.

Many context courses are offered each semester with the following exceptions:

Fall only:

Jour 3007 (Media in American History and Law)
Jour 3552 (Internet & Global Society)
Jour 3615/5615 (History of Documentary)
Jour 3796 (Media & Politics)
Jour 5501 (Communication & Public Opinion)
Jour 5725 (Management of Media Organizations)
Jour 5777 (Contemporary Problems of Freedom of Speech and Press)

Spring only:

Jour 3551 (Economics of New Media)
Jour 3614 (History of Media Communication)
Jour 4272 (Interactive Advertising)
Jour 4551 (New Media Culture)
Jour 4801 (Global Communication)
Jour 5541 (Mass Communication & Public Health)
Jour 5552 (Law of Internet Communications)
Jour 5601W (History of Journalism)
Jour 5606W (Literary Aspects of Journalism)

Please note: The courses and availability listed here is approximate. Please check One Stop for the latest information about course availability.