The Strategic and Corporate Communication major emphasizes communication theory and practice associated with the advancement of an organization's mission, services, and vision through persuasive messaging in the broad organizational context, by exploring the purposeful use of communication. The goal is to educate students so they know how to create active, interested knowledgeable audiences out of latent audiences, so that organizational goals can be reached. Armed with the necessary skills, the student becomes a professional communicator whose charge is to credibly promote the organization's corporate agenda.
Students will learn to apply strategic communication techniques in specific types of organizational settings including for-profit, not-for-profit and in government organizations. The skills obtained are applicable in broad variety of industries and settings. These include, but are not limited to, organizations seeking internal change, organizations promoting social change, international organizations, and health-related organizations. Students in this major will also explore crisis communication and political messaging, which will lead them to become ethical and culturally sensitive communicators.
Program Learning Outcomes:
- Students will learn the theory and practice of professional communication.
- Students will learn the theoretical foundations underlying persuasive messaging.
- Student will learn the ethical and practical imperatives of truth-telling, because professional communicators must create, enhance and maintain credibility and trust for their clients and companies.
- Students will learn how to conduct detailed, extensive and accurate audience analyses.
- Students will employ basic techniques for data gathering, analysis and statistics including hypothesis tests, correlation analysis and regression modeling applied to the strategic communication context so as to provide productive outcomes.
- Students will learn how different communication tools (the media, events, social network sites, newsletters, marketing programs) can effectively influence various audiences.
- Students will specialize in a specific area of strategic and corporate communication such as political, health, marketing, crisis or risk communication.