Learning Outcomes - 2021-2022

College of Social and Behavioral Sciences

Strategic Communication

Strategic Communication, Bachelor of Science

Learning Outcomes:

Purpose Statement

Communication develop an understanding of communication theory and how messages are spread among groups of people. They apply analytical skills to the development and evaluation of communication plans. They also master practical skills needed for the implementation of those communication plans.

Upon graduation, students emphasizing one area of strategic communication will often find themselves working closely with other professionals focusing on skills in other areas of Strategic Communication. However, the emphasis areas tend to differentiate from each other in the following broad ways.

Advertising emphasizes the use of paid media in communication efforts and will often focus more on specific calls to action. These students focus on advertising campaigns for digital and heritage media. They will develop skills relevant to planning ad campaigns and important aesthetic concepts in advertising.

Public Relations focuses more on the use of earned and owned media for the development and maintenance of ongoing relationships with important publics. Courses tend to focus on understanding the dynamics of group communication and developing strategies for building strong relationships between organizations and important publics. Coursework tends to focus on writing and oral communication skills for digital and analog channels, as well as communication analysis skills necessary for planning and evaluating communication efforts.

Strategic Communication Program Values
Student Learning Outcomes

Strategic Communication involves the development of planned communication efforts with target publics that focus on achieving a variety of communication outcomes. Students studying Strategic

Program Level Student Learning Outcomes for the Strategic Communication BS can be broken into three broad categories: Conceptual, Practical, Analytical.

Students will develop skills in contemporary qualitative and quantitative research methods and apply their research findings to the development of effective communication plans.
Students will develop skills in contemporary qualitative and quantitative research methods and use those skills to evaluate the impact of communication plans.

Emphasis Level Learning Outcomes – Advertising
Emphasis Level Learning Outcomes – Public Relations

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