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Fairbanks Center
Strategic Communication

Strategic Communication Curriculum

In keeping with the liberal arts tradition, students majoring in strategic communication will gain a broad-based education that emphasizes an understanding of the larger cultural context in which strategic communication occurs.

On a practical level, students will also gain the theoretical foundation and industry-relevant skills to create and produce effective oral, written, and visual communication messages for distribution via a diversity of media, including print, broadcast, and digital platforms.

For course descriptions, visit the online Class Search.

Major in Strategic Communication

  • STR 128, Promotional Writing I* (3)
  • STR 222, Principles of Strategic Communication (3 - STR 128 is prereq)
  • STR 228, Promotional Writing II (3 - STR 222 is prereq)
  • STR 251, Design & Production for Strategic Communication (3 - STR 222 is prereq)
  • STR 324W, Ethics & Case Studies in Strategic Communication (3 - STR 228 is prereq)
  • STR 327, Research Methods for Strategic Communication (3 - STR 228 is prereq)
  • STR 329, Strategic Media Planning (3 - STR 228 is prereq)
  • STR 440 or STR 441, Strategic Communication Internship (3 - STR 440 or STR441)
  • STR 424S, Public Communication Campaigns (Counts for ICR and Speaking Across the Curriculum) (3 - STR 228, 251, 324W, & 327 are prereqs)
  • An elective in STR:
    • STR 321, Advertising Practices (3)
    • STR 322, Advertising Copywriting (3)
    • STR 328W, Advanced PR Writing (3)
    • STR 332, AAF Advertising Campaigns (NSAC) (3)
    • STR 341, Bateman Case Study National Competition (PRSSA) (3)
    • STR 342, Strategic Communication for Nonprofits (3)
    • STR 355, Photo Graphic Communication (3)
    • STR 356, Sports Promotion (3)
    • STR 357, Hospitality and Tourism Promotion (3)
    • STR 359, Video Graphic Communication (3)
    • STR 415, Crisis Communication (3)
    • STR 426, Special Topics in Strategic Communication (Topics Vary) (3)

Note: Students may also choose a theory or international course offered by the Strategic Communication department ("STR" course) as an elective, if a course from another department was used to fulfill the distribution requirement.

  • One course in media law from the following (or current equivalents):
    • JR 414, Mass Communication Law (3)
    • CME 432, Law and Regulation of Electronic Media (3)
    • CME 452, Entertainment Media and the Law (3)
    • JR 409, Media Economics and Regulation (3)
  • One course in international communication from the following (or current equivalents):
    • STR 405, Global Strategic Communication (3)
    • JR 417, Global Media (3)
    • JR 418, Gender and Media: Global Views (3)
  • One course in communication theory from the following (or current equivalents):
    • STR 410, Theories of Persuasion (3)
    • CCM 310, Media & Culture Theory (3)
    • CCM 315, Rhetorical Theory (3)
    • STR 419, Consumer Insights (3)
    • STR 422, Consumer Culture Theory (3)

Internship experience is a very important part of the curriculum and it is integrated into the program because of the University's location in Indianapolis and its wide selection of internship opportunities. You also can take an internship in any city around the U.S. or internationally during the summer break. One is required, but you may take two internships for STR academic credit, for up to 9 credit hours (STR 440 or STR 441). We also can award STR199 Field Experience in Strategic Communication (1 credit, P/F) if your venue requires academic credit and either you have not met the internship prerequisites or used up all of your academic internship credits already.

In addition, students will be required to satisfy the Butler University Core curriculum as well as the CCOM requirements of Public Speaking, Media Literacy, Communication & Culture, and Foreign Language (6 hours at the 200 or above level).

A minor (recommended) or concentration is required, comprising 12-24 hours. A second major also fulfills this requirement.

Additional hours of free electives, combined with the above, to complete the 126 hours needed for graduation.

Specialization

Strategic Communication majors are also encouraged to specialize in one of three areas: Advertising, Public Relations, or Advertising Creative Design (see requirements below). This provides 9 credit hours of depth study in an area beyond what the converged Strategic Communication major provides. Specialization is optional, however.

Major in Strategic Communication—Public Relations Specialization

For the Public Relations Specialization, in addition to the requirements for the Strategic Communication major, students will take 9 additional credit hours:

  • STR 328W, Advanced PR Writing (3)
  • Two courses from the following:
    • STR 341, Bateman Case Study National Competition (PRSSA) (3)
    • STR 342, Strategic Communication for Nonprofits (3)
    • STR 355, Photo Graphic Communication
    • STR 357, Hospitality and Tourism Promotion (3)
    • STR 359, Video Graphic Communication
    • STR 415, Crisis Communication
    • AA 301, Principles and Practices of Arts Administration (3)
    • CCM 398, Argumentation & Advocacy (3)
    • STR 426, Special Topics in Strategic Communication (Topics Vary) (3)
    • ORG 358, Communication and Social Responsibility (3)
    • CCM 470, Sports, Media, and Culture

Note: Students may request to select courses from other CCOM areas, or from other departments outside of the CCOM, such as business, sociology, etc., if the courses are directly relevant to the specific specialization area and are of interest to the student.

Major in Strategic Communication—Advertising Specialization

For the Advertising Specialization, in addition to the requirements for the Strategic Communication major, students will take 9 additional credit hours:

  • STR 321, Advertising Practices (3)
  • Two courses from the following:
    • STR 322, Advertising Copywriting (3)
    • STR 331, Advertising Campaigns (Fall) (3)
    • STR 332, AAF Advertising Campaigns (NSAC) (3)
    • STR 355, Photo Graphic Communication
    • STR 356, Sports Promotion (3)
    • STR 357, Hospitality and Tourism Promotion (3)
    • STR 359, Video Graphic Communication
    • STR 426, Special Topics in Strategic Communication (Topics Vary) (3)

Note: Students may request to select courses from other CCOM areas, or from other departments outside of the CCOM, such as business, sociology, etc., if the courses are directly relevant to the specific specialization area and are of interest to the student.

 

Major in Strategic Communication— Advertising Creative Design Specialization

For the Advertising Creative Design Specialization, in addition to the requirements for the Strategic Communication major, students will take 9 additional credit hours:

  • STR 351, Advanced Graphic Design (3)
  • Two courses from the following:
    • STR 355, Photo Graphic Communication (3)
    • STR 359, Video Graphic Communication (3)
    • Plus other design-focused courses approved by your adviser, which may be from STR or other departments such as Art + Design or DMP

Note: Students may request to select courses from other CCOM areas, or from other departments outside of the CCOM, such as business, sociology, etc., if the courses are directly relevant to the specific specialization area and are of interest to the student.

Strategic Communication Minor

Students interested in a minor in Strategic Communication are required to complete 18 credit hours. Required courses are:

  • STR128, Promotional Writing I* (3)
  • STR 222, Principles of Strategic Communication (3 - STR 128 is prereq)
  • STR 228, Promotional Writing II (3 - STR 222 is prereq)
  • STR 251, Production and Design for Strategic Communication (3 - STR 222 is prereq))

In addition, one course from the following directed electives is required:

  • STR 324W, Ethics and Case Problems in Strategic Communication or STR 327, Research Methods for Strategic Communication (3)

In addition, one course from the following choice electives is required (300-level or higher):

  • STR321, Advertising Practices (3)
  • STR 322, Advertising Copywriting (3)
  • STR 328W, Advanced PR Writing (3)
  • STR 332, AAF Advertising Campaigns (NSAC) (3)
  • STR 341, Bateman Case Study National Competition (PRSSA) (3)
  • STR 342, Strategic Communication for Nonprofits (3)
  • STR 355, Photo Graphic Communication (3)
  • STR 356, Sports Promotion (3)
  • STR 357, Hospitality and Tourism Promotion (3)
  • STR 359, Video Graphic Communication (3)
  • STR 415, Crisis Communication (3)
  • STR 419, Consumer Insights (3)
  • STR 422, Consumer Culture Theory (3)
  • STR 426, Special Topics in Strategic Communication (Topics Vary) (3)

* JR112 may be substituted for STR128, if already taken

The information found on this website with respect to major/minor/program requirements is primarily directed at providing prospective students a general roadmap of the curriculum. Current Butler students are expected to review their degree audit report at my.butler.edu and speak with their advisor regularly for detailed information regarding their specific degree requirements and their progress toward degree completion.