College of Communication and Information

Integrated Strategic Communication (ISC)

13:1

Student/Teacher Ratio

1607

Total Undergraduate Students

15

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Schyler Simpson, Ph.D

Director of Recruitment and Retention

(859) 257-7800

College of Communication and Information

College of Communication and Information

Office of Student Services

107 Grehan Journalism Building

Program website

  • BA
  • BS

Integrated Strategic Communication offers students professional preparation for careers in the areas of account management, creative advertising, public relations, and direct response communication. Students develop their skills through one of four chosen paths that mirror the functions within persuasive communication agencies.

Careers

Career opportunities in Integrated Strategic Communication include:

  • Account Executive
  • Media Buyer & Planner
  • Advertising Copywriter
  • Event Planner
  • Public Relations Specialist
  • Direct Marketing Manager
  • Social Media Campaign Coordinator
  • Brand Manager
  • Creative Director
  • Digital Content Manager
  • Electronic Advertising Specialist
"I've been able to use the knowledge obtained from ISC and build upon it with real-world experience ... Majoring in this field of study equipped me with the tools necessary to be successful across multiple business sectors, cultures and countries."

Michelle

Associate Brand Manager at Mars, Inc.

Integrated Strategic Communication Major

Students learn to coordinate multiple aspects of strategic communication such as advertising, direct response and public relations to deliver persuasive messages to consumers. An internship is required to further develop professional skills. The curriculum is fully integrated, and students complete a two-course emphasis in one of the following paths:

Account Management

Prepares students for careers in media planning, media sales, account planning, audience research and management of client and consumer relationships through effective strategy.

Creative

Prepares students for careers developing creative executions for persuasive messages across all media, including advertising copywriting, visual communication strategies and creative decision-making.

Direct Response

Prepares students for careers in strategic and interactive consumer relationship management. Focuses on persuasive messages delivered through traditional media, online advertising, social media, email and mobile devices.

Public Relations

Prepares students for careers in public relations including publicity planning, media relations, event planning, social media campaign strategy and online content management.

Degree Requirements

120 Credit Hours (EXCLUDES: KHP service courses, EXP courses, and remedial courses)
Complete all UK Core requirements, Graduation Writing, BA or BS requirements, and one statistics course
42 Hours at the 300 level or above
2.00 cumulative GPA and 2.00 major GPA required to graduate

Pre-Major Requirements–13 Hours
PSY—100 Introduction to Psychology
ISC—161 Introduction to Integrated Strategic Communication
One Statistics Course

Choose One
ISC—261 Strategic Planning and Writing
JOU—204 Writing for the Mass Media

Required Courses–Outside the Major 
Students must complete an official minor; at least 9 hours in the minor must be taken at the 300+ level
MKT 300—Marketing Management

Choose One
PHI 330—Ethics
PHI 332—Professional Ethics
PHI 334—Business Ethics

 

Account Management

Major Requirements–27 Hours
ISC 311*—Ethical, Legal and Social Issues in ISC
ISC 321*—Research Methods for the Integrated Strategic Communication Professional
JAT 399—Internship (Subtitle required)
ISC 351—ISC Account Management
ISC 451—Integrated Strategic Management
Plus 9 hours of electives in ISC, JOU or MAS at 300+ level

Capstone Requirement
ISC 491 Integrated Strategic Communication Campaigns

 

Creative

Major Requirements–27 Hours
ISC 311*—Ethical, Legal and Social Issues in ISC
ISC 321*—Research Methods for the Integrated Strategic Communication Professional
JAT 399—Internship (Subtitle required)
ISC 331—Advertising Creative Strategy and Execution I
ISC 431—Advertising Creative Strategy and Execution II
Plus 9 hours of electives in ISC, JOU or MAS at 300+ level

Capstone Requirement 
ISC 491 Integrated Strategic Communication Campaigns

 

Direct Response

Major Requirements–27 Hours
ISC 311*—Ethical, Legal and Social Issues in ISC
ISC 321*—Research Methods for the Integrated Strategic Communication Professional
JAT 399—Internship (Subtitle required)
ISC 361—Direct Response Targeting: Media and Database Management
ISC 461—Direct Response Message Strategies
Plus 9 hours of electives in ISC, JOU or MAS at 300+ level

Capstone Requirement
ISC 491—Integrated Strategic Communication Campaigns 

 

Public Relations

Major Requirements–27 Hours
ISC 311*—Ethical, Legal and Social Issues in ISC
ISC 321*—Research Methods for the Integrated Strategic Communication Professional
JAT 399—Internship (Subtitle required)
ISC 341—Strategic Public Relations
ISC 441—Case Studies in Public Relations
Plus 9 hours of electives in ISC, JOU or MAS at 300+ level

Capstone Requirement 
ISC 491—Integrated Strategic Communication Campaigns

 

*Can be taken concurrently

A PORTFOLIO is required for graduation.

Four Year Plan Information

Imagine Your Future

Advertising, Promotions, and Marketing Managers

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents, and financial staff members.

Source: Bureau of Labor Statistics | Click the link for more info.

Median Salary

$123,450

per year in 2014

Number of Jobs

225,200

in 2014

10 Year Job Outlook

19,700

new jobs (average)

Similar Occupations

Source: Bureau of Labor Statistics

  • Advertising Sales Agents
  • Art Directors
  • Editors
  • Graphic Designers
  • Market Research Analysts
  • Sales Managers
  • Financial Managers
  • Public Relations and Fundraising Managers
  • Public Relations Specialists

Imagine Your Future

Market Research Analysts

Market research analysts study market conditions to examine potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.

Source: Bureau of Labor Statistics | Click the link for more info.

Median Salary

$61,290

per year in 2014

Number of Jobs

495,500

in 2014

10 Year Job Outlook

92,300

new jobs (average)

Similar Occupations

Source: Bureau of Labor Statistics

  • Cost Estimators
  • Advertising, Promotions, and Marketing Managers
  • Operations Research Analysts
  • Statisticians
  • Economists
  • Mathematicians
  • Survey Researchers
  • Public Relations Specialists

Imagine Your Future

Graphic Designers

Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers. They develop the overall layout and production design for various applications such as advertisements, brochures, magazines, and corporate reports.

Source: Bureau of Labor Statistics | Click the link for more info.

Median Salary

$45,900

per year in 2014

Number of Jobs

261,600

in 2014

10 Year Job Outlook

3,600

new jobs (average)

Similar Occupations

Source: Bureau of Labor Statistics

  • Art Directors
  • Craft and Fine Artists
  • Desktop Publishers
  • Drafters
  • Industrial Designers
  • Multimedia Artists and Animators
  • Technical Writers
  • Web Developers

Imagine Your Future

Public Relations and Fundraising Managers

Public relations managers plan and direct the creation of material that will maintain or enhance the public image of their employer or client. Fundraising managers coordinate campaigns that bring in donations for their organization.

Source: Bureau of Labor Statistics | Click the link for more info.

Median Salary

$101,510

per year in 2014

Number of Jobs

65,800

in 2014

10 Year Job Outlook

4,700

new jobs (average)

Similar Occupations

Source: Bureau of Labor Statistics

  • Advertising Sales Agents
  • Advertising, Promotions, and Marketing Managers
  • Market Research Analysts
  • Multimedia Artists and Animators
  • Public Relations Specialists

Imagine Your Future

Public Relations Specialists

Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals.

Source: Bureau of Labor Statistics | Click the link for more info.

Median Salary

$55,680

per year in 2014

Number of Jobs

240,700

in 2014

10 Year Job Outlook

14,900

new jobs (average)

Similar Occupations

Source: Bureau of Labor Statistics

  • Advertising, Promotions, and Marketing Managers
  • Advertising Sales Agents
  • Editors
  • Market Research Analysts
  • Meeting, Convention, and Event Planners
  • Multimedia Artists and Animators
  • Public Relations and Fundraising Managers
  • Wholesale and Manufacturing Sales Representatives
  • Writers and Authors

Imagine Your Future

Sales Managers

Source: Bureau of Labor Statistics | Click the link for more info.

Median Salary

$110,660

per year in 2014

Number of Jobs

376,300

in 2014

10 Year Job Outlook

19,000

new jobs (average)

Similar Occupations

Source: Bureau of Labor Statistics

  • Advertising, Promotions, and Marketing Managers
  • Advertising Sales Agents
  • Market Research Analysts
  • Retail Sales Workers
  • Sales Engineers
  • Wholesale and Manufacturing Sales Representatives
  • Public Relations and Fundraising Managers
  • Public Relations Specialists
  • Buyers and Purchasing Agents

Enhancing Your Time at UK

There are countless ways to “see blue.” on campus, but the best way to maximize your journey at the University of Kentucky is by engaging in an Education Abroad opportunity.

This will allow you to gain a global perspective and enhance future employability. As you take the first step towards investing in your future, we encourage you to take advantage of all the opportunities UK has to offer. Take a look at some of the options UK Education Abroad & Exchanges office suggests to complement your major! #SeeBlueAbroad

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Contact

Schyler Simpson, Ph.D

Director of Recruitment and Retention

(859) 257-7800

College of Communication and Information

College of Communication and Information

Office of Student Services

107 Grehan Journalism Building

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