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 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:
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.
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
Major Requirements–27 Hours
ISC 311*—Ethical, Legal and Social Issues in ISC
ISC 321*—Research Methods for the Integrated Strategic Communication Professional
ISC 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
Major Requirements–27 Hours
ISC 311*—Ethical, Legal and Social Issues in ISC
ISC 321*—Research Methods for the Integrated Strategic Communication Professional
ISC 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
Major Requirements–27 Hours
ISC 311*—Ethical, Legal and Social Issues in ISC
ISC 321*—Research Methods for the Integrated Strategic Communication Professional
ISC 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
Major Requirements–27 Hours
ISC 311*—Ethical, Legal and Social Issues in ISC
ISC 321*—Research Methods for the Integrated Strategic Communication Professional
ISC 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.
A MINOR is required for graduation.
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 2017
Number of Jobs
225,200
in 2017
10 Year Job Outlook
19,700
new jobs (average)
Source: Bureau of Labor Statistics
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 2017
Number of Jobs
495,500
in 2017
10 Year Job Outlook
92,300
new jobs (average)
Source: Bureau of Labor Statistics
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 2017
Number of Jobs
261,600
in 2017
10 Year Job Outlook
3,600
new jobs (average)
Source: Bureau of Labor Statistics
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 2017
Number of Jobs
65,800
in 2017
10 Year Job Outlook
4,700
new jobs (average)
Source: Bureau of Labor Statistics
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 2017
Number of Jobs
240,700
in 2017
10 Year Job Outlook
14,900
new jobs (average)
Source: Bureau of Labor Statistics
Source: Bureau of Labor Statistics | Click the link for more info.
Median Salary
$110,660
per year in 2017
Number of Jobs
376,300
in 2017
10 Year Job Outlook
19,000
new jobs (average)
Source: Bureau of Labor Statistics
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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