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.
Career opportunities in Integrated Strategic Communication include:
"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."
Associate Brand Manager at Mars, Inc.
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 and portfolio are required to further develop professional skills. The curriculum is fully integrated, and students can take courses within the following paths:
Prepares students for careers in media planning, media sales, account planning, audience research and management of client and consumer relationships through effective strategy.
Prepares students for careers developing creative executions for persuasive messages across all media, including advertising copywriting, visual communication strategies and creative decision-making.
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.
Prepares students for careers in public relations including publicity planning, media relations, event planning, social media campaign strategy and online content management.
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
PSY 100 — Introduction to Psychology
ISC 100 — Introduction to Strategic Visual Communication
ISC 161 — Introduction to Integrated Strategic Communication
STA 210 — Making Sense of Uncertainty: An Introduction to Statistical Reasoning
Choose One
ISC 261 — Strategic Planning and Writing
JOU 204 — Writing for the Mass Media
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Major Requirements
MKT 300 — Marketing ManagementCapstone Requirement
ISC 491 Integrated Strategic Communication Campaigns
International Component Requirement
ISC majors must take one 3-credit course dealing with non-U.S. issues in a media-related context to fulfill this requirement. This can be either coursework on campus or short-term (Winter/Summer) CI study abroad programs. The course taken to satisfy the Global Dynamics requirement for UK Core does not fulfill this requirement.
Upper-Division Electives
Students should select their 12-credits of major electives in consultation with their faculty advisor. Students are encouraged to select electives to expand their breadth of knowledge in the field. Students should choose three ISC courses at the 300-level or above in addition to an additional course in ISC, Journalism, Media Arts and Studies or ICT at the 300-level or above for a total of 12 credits of major electives.
* Can be taken concurrently
A PORTFOLIO is required for graduation.
A MINOR is required for graduation.
Advertising, promotions, and marketing managers plan programs to generate interest in products or services.
Source: Bureau of Labor Statistics | Click the link for more info.
Median Salary
$133,380
per year in 2021
Number of Jobs
347,000
in 2021
10 Year Job Outlook
33,700
new jobs (average)
Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service.
Source: Bureau of Labor Statistics | Click the link for more info.
Median Salary
$63,920
per year in 2021
Number of Jobs
792,500
in 2021
10 Year Job Outlook
150,300
new jobs (average)
Public relations managers direct the creation of materials that will 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
$119,860
per year in 2021
Number of Jobs
98,100
in 2021
10 Year Job Outlook
8,100
new jobs (average)
Public relations specialists create and maintain a positive public image for the clients they represent.
Source: Bureau of Labor Statistics | Click the link for more info.
Median Salary
$62,800
per year in 2021
Number of Jobs
276,800
in 2021
10 Year Job Outlook
22,300
new jobs (average)
Sales managers direct organizations' sales teams.
Source: Bureau of Labor Statistics | Click the link for more info.
Median Salary
$127,490
per year in 2021
Number of Jobs
469,800
in 2021
10 Year Job Outlook
23,800
new jobs (average)
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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College of Communication and Information
310M Lucille Little Fine Arts Library
