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Six students presenting strategic communication plan at their final senior capstone
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

COLLEGE OF COMMUNICATION REQUIREMENTS

126 Total Credit Hours (Includes Butler University Core Requirements)

COM 101                    Rhetoric and the American Democratic Tradition

SW 266-CCM         Media Literacy

                                           Foreign Language of Choice (3 credit hours at 204 level or above)

                                           Communication & Culture course (selected from approved list)

                                           Second major, minor or concentration area required

Description of Strategic Communication: Public Relations & Advertising (STR) - Major 39 Required Credit Hours

STR majors use audience-focused, research-based insights to plan and execute communication strategies and tactics to help organizations achieve their objectives. Coursework covers public relations and advertising writing, research, planning, creative design, and provides opportunities to tailor the major through electives and internships.

Program Requirements:

STR 128                     Promotional Writing I*

STR 222                    Principles of Strategic Communication

STR 228                    Promotional Writing II

STR 251                     Design & Production for Strategic Communication

STR 324                    Ethics & Case Studies in Strategic Communication

STR 327                    Research Methods for Strategic Communication

STR 329                    Strategic Media Planning

STR 440 OR  STR 441           Strategic Communication Internship

STR 424S                Public Communication Campaigns (ICR and Speaking Across Curriculum)
                                        *JR112 can be substituted for STR128 if already taken or with permission

One Elective in STR

STR 321                    Advertising Practices

STR 351                    Advanced Graphic Design

STR 328W              Advanced PR Writing

STR 355                    Photo Graphic Communication

STR 322                    Advertising Copywriting

STR 357                    Hospitality and Tourism Promotion

STR 342                    Strategic Communication for Nonprofits

STR 359                    Video Graphic Communication

STR 356                    Sports Promotion

STR 415                    Crisis Communication

STR 426                    Special Topics in Strategic Communication (Varies)

One course in media law from the following (or current equivalent)

JR 414                         Mass Communication Law

CME 432                   Law and Regulation of Electronic Media

MI 452                        Entertainment Media and the Law

JR 409                        Media Economics and Regulations

One course in international communication from the following (or current equivalent)

STR 405                    Global Strategic Communication

JR 417                        Global Media

JR 325                        Gender and News: Global Views

One course in communication theory from the following (or current equivalent)

STR419                     Consumer Insights 

STR 422                   Consumer Culture Theory

CCM 310                  Media & Cultural Theory

CCM 315                  Rhetorical Theory

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.

Public Relations Specialization

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.

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.

Advertising Specialization

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.

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.

 

Advertising Creative Design Specialization

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.

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

Description of Strategic Communication: Public Relations & Advertising (STR) Minor

STR majors use audience-focused, research-based insights to plan and execute communication strategies and tactics to help organizations achieve their objectives. Coursework covers public relations and advertising writing, research, planning, and creative design, and provides opportunities to tailor the major through electives and internships.

MINOR REQUIREMENTS
Total for STR Minor 18 Hours

STR 128                     Promotional Writing I*

STR 222                    Principles of Strategic Communication

STR 228                    Promotional Writing II

STR 251                    Production and Design for Strategic Communication

Directed Elective:

STR 324W              Ethics and Case Problems in Strategic Communication OR

STR 327                    Research Methods for Strategic Communication

Elective (Choose One):

STR 321                    Advertising Practices

STR 328W              Advanced PR Writing

STR 322                   Advertising Copywriting

STR 342                   Strategic Communication for Nonprofits

STR 351                    Advanced Graphic Design

STR 355                    Photo Graphic Communication

STR 356                    Sports Promotion

STR 357                    Hospitality and Tourism Promotion

STR 359                    Video Graphic Communication

STR 415                    Crisis Communication

STR 426                    Special Topics in Strategic Communication (Varies)

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.