Degrees at the College
B.S. or B.A. with a Major in Integrated
Strategic Communication
The Integrated Strategic Communication major
offers students professional preparation for careers in the
allied areas of advertising, public relations, and direct
response communication. Through course work, students develop
conceptual command of each allied area and also build expertise
in one area through the PATH option they select. The
major stresses a strategic approach to communication initiatives
and is designed to build analytical and critical thinking skills
as well as writing and presentation skills.
ISC graduates enjoy highly diverse career
destinations. Agencies specializing in advertising, public
relations, and direct response along with the media and
communication technology industries, corporations, nonprofit
organizations, and regulatory/consumer protection agencies need
employees who have the skills developed by the ISC graduate.
ISC students are encouraged to expand their
course work with activities unique to the major. Grehan
Associates is a student-run full-service communications agency
where students meet clients' advertising, public relations, and
direct response needs. The American Advertising Federation and
Public Relations Society of America student chapters offer both
leadership and networking opportunities. A dynamic,
professionally-oriented internship program insures that students
gain hands-on experience with communications, government, or
nonprofit agencies or with corporations or the media. Students
are also encouraged to work with The
Kentuckian, the Kernel,
WRFL, and WUKY.
Degree Requirements
In addition to satisfying the University Studies
Requirements and the College B.A./B.S. Requirements, each
student completes the following:
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Premajor Requirements
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Hours
|
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PSY 100 Introduction to Psychology
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4
|
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ISC 161 Introduction to Integrated Strategic
Communication
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3
|
|
ISC 261 Strategic Planning and Writing
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3
|
|
or
|
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JOU 204 Writing for the Mass Media
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3
|
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Any 3-credit course in statistics, such as
STA 200 or STA 291
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3
|
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Subtotal: Premajor Hours
|
13
|
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Major Requirements
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Hours
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ISC 311 Ethics and The Strategic Communicator
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1
|
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ISC 321 Research Methods for the Integrated Strategic
Communication Professional
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3
|
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plus, complete one of the following two-course PATHS:
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|
-- Creative Path -- |
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ISC 331 Advertising Creative Strategy and Execution I
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3
|
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ISC 431 Advertising Creative Strategy and Execution II
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3
|
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-- Public Relations Path -- |
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ISC 341 Strategic Public Relations
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3
|
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ISC 441 Case Studies in Public Relations
|
3
|
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-- ISC Account Management Path -- |
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ISC 351 Integrated Strategic Communication Management:
The Case Approach
|
3
|
|
ISC 451 Integrated Strategic Media Management
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3
|
|
-- Direct Response Path -- |
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ISC 361 Direct Response Targeting: Media and Database
Management
|
3
|
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ISC 461 Direct Response Message Strategies
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3
|
| |
|
| Capstone Requirement |
|
ISC 491 Integrated Strategic Communication Campaigns
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2
|
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Major Electives
|
|
Twelve hours
of 300+ level undergraduate courses offered in the School
of Journalism and Telecommunications. ISC majors are
expected to work with their academic advisor to build a
program of electives that supports and extends the courses
in the Major PATH. The ISC faculty recommends that
one course be a for-credit internship in a work
environment which relates directly to the Major PATH.
|
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Field of Concentration
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Hours
|
|
MKT 300 Marketing Management
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3
|
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A 300+ level course in the Department of
Philosophy dealing with social or professional ethics,
such as PHI 330.
Plus, 15 additional credit hours of upper
division courses outside the School of Journalism and
Telecommunications. In consultation with his or her
advisor, each student should design a field of
concentration which helps develop an area of in-depth,
specialized knowledge. This specialized knowledge should
complement each student's career goals fully. The ISC
major's academic advisor will help identify current and
emerging career areas. For each of these career areas, a
select group of courses will be recommended for their
value in furthering career interests.
Many of these courses are from the
disciplines of psychology, sociology, English, and
philosophy. Selected marketing courses are also
recommended. Students should be aware that entrance into
these courses is highly competitive and may preclude being
able to include a specific marketing course in the field
of concentration designed.
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Subtotal: Major Hours
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45
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TOTAL HOURS:
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minimum of 120
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Note: Of a student's total
course work for a bachelor's degree, 80 of the 120 hours
required for graduation must be in courses other than
professional media-based communications. Accreditation standards
require that (of these 80 hours) at least 65 semester hours be
in basic liberal arts and sciences.
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