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
Other programs from the College of Communication and Information:

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.

Current Curriculum Information

Access Major Template

source: myUK: GPS

  • Integrated Strategic Comm (BA) 120 hours

Click to toggle each Academic Year. Click each course for more information.

Freshman Year

Fall Semester
  • Composition and Communication I3
  • Quantitative Foundations3
  • Intellectual Inquiry in the Humanities3
  • PSY 100 - INTRODUCTION TO PSYCHOLOGY4

    An introduction to the study of behavior covering theories, methods and findings of research in major areas of psychology. Topics covered will include the biological foundations of behavior; learning, perception, motivation, personality; developmental, abnormal, and social behavior; and methods of assessment. This course is a prerequisite to a significant number of courses in this and related areas of study. Lecture, three hours; laboratory/discussion, two hours.

  • COM Language I4
    • Total18
Spring Semester
  • UK Core - Comp. & Comm. II3

    Composition and Communication II

  • Intellectual Inquiry in Arts and Creativity3
  • Intellectual Inquiry in the Natural, Physical and Mathematical Sciences3
  • ISC 161 - INTRODUCTION TO INTEGRATED STRATEGIC COMMUNICATION3

    An introductory course in all phases of integrated strategic communication and its role in contemporary business and society. Includes an historical and socio-cultural overivew of advertising, public relations, sales promotion and direct response marketing as well as an exploration of their interrelationships. Covers strategic planning for integrated communication, message approaches and their foundations in theories of persuation and information processing, and characteristics of message delivery systems. Provides a discussion of ethics and regulation, and the economics and social impact of the industries.

  • COM Language II4
    • Total16
    • Total Freshman Hours34

Sophomore Year

Fall Semester
  • Statistical Inferential Reasoning3
  • ISC 261 or JOU 2043
  • Global Dynamics3
  • Community, Culture and Citizenship in the USA3
  • COM Language III3
    • Total15
Spring Semester
  • ISC 311 - ETHICAL, LEGAL, AND SOCIAL ISSUES IN ISC3

    Course will focus upon the legal, ethical, and social issues faced by ISC professionals. The course will examine government regulation of direct response communications, advertising, and public relations practices as wlel as the industry's ethical standards and self regulation efforts. Emphasis will also be placed upon gaining an understanding of ISC's role in soceity's economic, social, and cultural systems. Topics will include potential societal consequences of persuasive communication practices and the ethical responsibilities of profesionals in each of the ISC disciplines.

  • ISC 321 - RESEARCH METHODS FOR THE INTEGRATED STRATEGIC COMMUNICATION PROFESSIONAL3

    Introduces students to applied research as a decision making tool for the integrated communications professional. Students acquire basic skills in: identification of information needs, stating research objectives, selection of appropriate research technique(s), sample selection, questionnaire design, analysis procedures, report writing, and budget management. Topics prepare students to conduct small scale survey research and to buy and evaluate studies from custom and/or syndicated research suppliers. Legal and ethical issues are also examined.

  • Course in Minor3
  • COM Language IV3
  • Elective3
    • Total15
    • Total Sophomore Hours30

Junior Year

Fall Semester
  • ISC first path course3
  • ISC/JOU/MAS 300+3
  • MKT 300 - MARKETING MANAGEMENT3

    The literature and problems in the retail distribution of consumers' goods, wholesale distribution of consumers' goods, industrial goods, sales organizations, sales promotion and advertising, and price policies.

  • Elective3
  • Course in Minor3
    • Total15
Spring Semester
  • ISC second path course3
  • ISC/JOU/MAS 300+3
  • PHI 330 or PHI 3343
  • Course in Minor3
  • Elective3
    • Total15
    • Total Junior Hours30

Senior Year

Fall Semester
  • ISC/JOU/MAS 300+3
  • Course in Minor3
  • Course in Minor3
  • Elective3
  • Elective3
    • Total15
Spring Semester
  • ISC 399 - INTERNSHIP: ISC3

    Qualified students enter the professional sector to refine skills and knowledge. Supervised internships approved by the School allow placements in industry, government, radio, television, print media, research agencies, etc. A signed contract must be completed prior to the start of the internship. Pass/fail only.

  • ISC 491 - INTEGRATED STRATEGIC COMMUNICATION CAMPAIGNS3

    An advanced course which enables students to unify strategic and tactical abilities developed in their research, creative, account management, public relations, and/or direct response courses. The format for this synthesis requires students to establish strategy, develop, execute, and present a multimedia integrated campaign. Student teams compete for client approval on national, regional, or local accounts. This course is a Graduation Composition and Communication Requirement (GCCR) course in certain programs, and hence is not likely to be eligible for automatic transfer credit to UK.

  • Course in Minor3
  • Course in Minor3
  • Elective3
    • Total15
    • Total Senior Hours30
  • Integrated Strategic Comm (BS) 120 hours

Click to toggle each Academic Year. Click each course for more information.

Freshman Year

Fall Semester
  • Composition and Communication I3
  • Quantitative Foundations3
  • Intellectual Inquiry in Arts and Creativity3
  • Intellectual Inquiry in the Humanities3
  • PSY 100 - INTRODUCTION TO PSYCHOLOGY4

    An introduction to the study of behavior covering theories, methods and findings of research in major areas of psychology. Topics covered will include the biological foundations of behavior; learning, perception, motivation, personality; developmental, abnormal, and social behavior; and methods of assessment. This course is a prerequisite to a significant number of courses in this and related areas of study. Lecture, three hours; laboratory/discussion, two hours.

    • Total17
Spring Semester
  • UK Core - Comp. & Comm. II3

    Composition and Communication II

  • Intellectual Inquiry in the Natural, Physical and Mathematical Sciences3
  • Global Dynamics3
  • Community, Culture and Citizenship in the USA3
  • ISC 161 - INTRODUCTION TO INTEGRATED STRATEGIC COMMUNICATION3

    An introductory course in all phases of integrated strategic communication and its role in contemporary business and society. Includes an historical and socio-cultural overivew of advertising, public relations, sales promotion and direct response marketing as well as an exploration of their interrelationships. Covers strategic planning for integrated communication, message approaches and their foundations in theories of persuation and information processing, and characteristics of message delivery systems. Provides a discussion of ethics and regulation, and the economics and social impact of the industries.

    • Total15
    • Total Freshman Hours32

Sophomore Year

Fall Semester
  • Statistical Inferential Reasoning3
  • ISC 261 or JOU 2043
  • Course in Minor3
  • Elective in "science"3
  • Elective3
    • Total15
Spring Semester
  • ISC 311 - ETHICAL, LEGAL, AND SOCIAL ISSUES IN ISC3

    Course will focus upon the legal, ethical, and social issues faced by ISC professionals. The course will examine government regulation of direct response communications, advertising, and public relations practices as wlel as the industry's ethical standards and self regulation efforts. Emphasis will also be placed upon gaining an understanding of ISC's role in soceity's economic, social, and cultural systems. Topics will include potential societal consequences of persuasive communication practices and the ethical responsibilities of profesionals in each of the ISC disciplines.

  • ISC 321 - RESEARCH METHODS FOR THE INTEGRATED STRATEGIC COMMUNICATION PROFESSIONAL3

    Introduces students to applied research as a decision making tool for the integrated communications professional. Students acquire basic skills in: identification of information needs, stating research objectives, selection of appropriate research technique(s), sample selection, questionnaire design, analysis procedures, report writing, and budget management. Topics prepare students to conduct small scale survey research and to buy and evaluate studies from custom and/or syndicated research suppliers. Legal and ethical issues are also examined.

  • Course in Minor3
  • Elective in "science"3
  • MA/CS/STA course3
    • Total16
    • Total Sophomore Hours31

Junior Year

Fall Semester
  • ISC first path course3
  • ISC/JOU/MAS 300+3
  • MKT 300 - MARKETING MANAGEMENT3

    The literature and problems in the retail distribution of consumers' goods, wholesale distribution of consumers' goods, industrial goods, sales organizations, sales promotion and advertising, and price policies.

  • Course in Minor3
  • Elective in "science"3
    • Total15
Spring Semester
  • ISC second path course3
  • ISC/JOU/MAS 300+3
  • PHI 330 or PHI 3343
  • Course in Minor3
  • MA/CS/STA course3
    • Total16
    • Total Junior Hours31

Senior Year

Fall Semester
  • ISC/JOU/MAS 300+3
  • Elective in "science"3
  • MA/CS/STA course3
  • Course in Minor3
  • Course in Minor3
    • Total16
Spring Semester
  • ISC 399 - INTERNSHIP: ISC3

    Qualified students enter the professional sector to refine skills and knowledge. Supervised internships approved by the School allow placements in industry, government, radio, television, print media, research agencies, etc. A signed contract must be completed prior to the start of the internship. Pass/fail only.

  • ISC 491 - INTEGRATED STRATEGIC COMMUNICATION CAMPAIGNS3

    An advanced course which enables students to unify strategic and tactical abilities developed in their research, creative, account management, public relations, and/or direct response courses. The format for this synthesis requires students to establish strategy, develop, execute, and present a multimedia integrated campaign. Student teams compete for client approval on national, regional, or local accounts. This course is a Graduation Composition and Communication Requirement (GCCR) course in certain programs, and hence is not likely to be eligible for automatic transfer credit to UK.

  • Course in Minor3
  • Elective in "science"3
  • Elective3
    • Total15
    • Total Senior Hours31

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

Featured Career

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

Featured Career

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

Featured Career

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

Featured Career

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

Featured Career

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

Featured Career

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

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

Other programs from the College of Communication and Information:

Get more information about going to the University of Kentucky