Academic Catalog 2019-2020 [ARCHIVED CATALOG]
Strategic Communication Major
The Bachelor of Arts in Strategic Communication prepares students with the professional skills they will need for public relations, strategic communication, marketing, and digital media vocations. The Strategic Communication major is unique, offering a broad educational framework for professional and career roles in churches, nonprofits, and for-profit organizations wishing to communicate effectively in the new digital environment. A degree in CCU’s Strategic Communication enables graduates to be digitally-savvy and able to think creatively and critically, with solid writing, visual and technical skills, and the capacity to think strategically about the role of communication in society.
Graduates of the Strategic Communication major will:
- Understand the theoretical foundations underlying persuasive messaging;
- Conduct detailed, extensive, and accurate audience analysis and market segmentation;
- Develop core skills in digital storytelling, writing, editing, and design across multiple communication platforms, using relevant software applications;
- Design and implement communication campaigns for products, services, and ideas;
- Apply the strategic communication theories and concepts to social media platforms;
- Apply communication concepts and theories to address everyday dilemmas within the dimensions of ethics, society, law, technology, relationships, and culture;
- Demonstrate presentational communication skills;
- Demonstrate skills in group deliberation, decision-making, negotiation, and collaboration;
- Be equipped to share the Gospel in a compelling and relevant manner.
The B.A. in Strategic Communication has two specific emphases, Public Relations and Digital Media, as well as a general emphasis, each of which positions graduates to be on the leading edge of the changes occurring in the communication industry.
The Bachelor of Arts in Strategic Communication requires completion of the following 120 credits:
General Education Core (48 credit hours)
Strategic Communication Core (39 credit hours)
Electives (33 credit hours)