Strategic Communication Curriculum
Strategic communication is a hands-on major blending public relations and advertising to help organizations engage with key stakeholders and fulfill their missions. Students will activate and refine their skills in communication writing, research, planning, social and digital media marketing, and creative design in foundational and deep-dive classes. Personalize your program through electives, internships and working in our award-winning student-run communication agency, five fountains.
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.For course descriptions, visit the online Class Search.
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 330—Digital and Social Media Marketing for Strategic Communication
STR 440 OR STR 441—Strategic Communication Internship
STR 424—Public Communication Campaigns (ICR)
*JR112 can be substituted for STR128 if already taken or with permission
One Elective in STR
STR 321—Advertising Practices
STR 322—Advertising Copywriting
STR 325—Five Fountains Student Agency
STR 329—Strategic Media Planning
STR 351—Advanced Graphic Design
STR 328W—Advanced PR Writing
STR 355—Photo Graphic Communication
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
ORG 359—Intercultural Communication
One course in communication theory from the following (or current equivalent)
STR 410—Theories of Persuasion
STR419—Consumer Insights
STR 422—Consumer Culture Theory
ORG 350—Communication 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.
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.
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.
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.
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.