Encompassing the areas of leadership, advertising, and public relations, the Corporate Communications emphasis is designed to provide students with knowledge and skills to succeed in a variety of fields, including: communications director, copywriter, Creative Director, digital advertising specialist,, publicist, event coordinator, fundraiser, government affairs, human resource manager, labor relations director, media planner/buyer, negotiator/mediator, personnel recruiter, sales executive, and sales representative.
Tracks and Degree Requirements
The advertising track exposes students to the full range of aspects of the advertising communication discipline. The Introduction to Advertising course addresses persuasive communication theory, industry practices, media effects, and career opportunities. In the Strategy and Copywriting course and the Media Planning and Buying courses, students learn about the “creative” side of advertising and the financial aspects of a $600 billion worldwide industry. Before they graduate, students experience a capstone course in advertising campaign development. Here, students produce a campaign for a real client, typically the owner of a local business. Here is an example of a recent plans book developed in the Advertising Campaigns course for a local client: Main Steam Plans Book. Our advertising students begin working on their portfolios in their first class and should graduate with a variety of strong, relevant examples to show potential employers.
Effective leadership communication is valuable in all aspects of personal and professional life. The study of leader communication focuses on building strategic communication skills overall, including skills needed for facilitating creative teamwork, managing conflict and organizational change, designing and delivering effective presentations, and motivating others. This program is designed for anyone who wants a good, practical degree that can be applied in virtually any employment field, and especially for those looking to take on leadership roles in their professions or associations.
Public Relations is a field that handles and builds relationships with organizations, non-profits, celebrities, and individuals. For students who like to speak, have strong interpersonal and writing skills, and who want to work in a fast paced workplace. The public relations curriculum prepares students for work in a large agency, a small specialty boutique or the PR department of a not-for-profit or commercial organization. Writing is a key skill, though graduates also address the graphics, media or sales aspects of public relations. Many aspects of this field involve working with community groups to promote their projects and values.