Strategic Communication (BA)

WVPU’s Bachelor of Arts in Strategic Communication program thoroughly examines the communicative practices within and among organizations and their constituencies. Students undergo a rigorous program of scholarly training that prepares them to carry out requisite levels of research and proceed into more advanced studies. Students learn how to apply theoretical knowledge in written and oral demonstrations and build a professional toolkit preparing them to understand the nuances of digital media literacies, both as a producer and as a consumer of media texts.

Students also acquire advanced knowledge and develop skills and competencies in public relations, advertising, media studies, and speech communication, as well as knowledge management, negotiation, leadership, persuasion, corporate and crisis communication, promotions and communication campaigns. Through exposure to and participation in faculty research, as well as interaction with an array of experts and prominent external lecturers, students gain valuable insight into how to use strategic writing and message creation, research, audience analysis, persuasion, and social media skills to create communication strategies. They learn to work independently and how to collaborate with others on constructing and communicating strategically important messages in a professionally sound and ethical manner, in line with WVPU’s profile and objectives.

Graduates of the program can perform tasks at a high professional level. They possess an in-depth theoretical and practical knowledge of modern communication strategies and their workforce-ready skills prepare them for leadership positions. They are critical, independent thinkers capable of collaboration and leadership, able to deal with comprehensive challenges in changing contexts, able to take on and manage projects, and take responsibility for decision-making. The program’s strong focus on research, methods, and analysis combined with frequent exposure to real-world cases and practical exercises ensures that its graduates can develop innovative approaches to solve known and unforeseen problems. They are thus fully qualified for the degree they earned, professionally ready to begin their careers and make a difference, and they possess the scholarly foundation necessary to pursue an advanced degree. As a result, many of the program’s graduates will take a position in organizational and corporate communication in both the public and private sectors working on promotional campaigns, public relations, media consultation, digital messaging, and manage social media, while others will go on to successfully complete advanced academic degrees.

The Bachelor of Arts in Strategic Communication curriculum is organized into five modules and a thesis, including: 

• The Common Core Module (12 courses / 72 ECTS)
• Two Discipline Core Modules ( 18 courses / 108 ECTS)
• Practical Training Module (3 courses/ 16 ECTS)
• A Discipline Enrichment / Electives Module (6 courses / 36 ECTS)
• Thesis (8 ECTS)

Full-time students working toward the Bachelor of Arts in Strategic Communication will usually carry a course load of five courses per semester (30 ECTS). The regular duration of the program is 4 years (8 semesters). Students usually attend 36 hours of courses over a 12-week calendar period concurrent with 114 hours of self-learning.

Discipline Core Module 1: Foundation

• MDST 1010 Media Foundations (6 ECTS)
• MDST 1050 Media Writing (6 ECTS)
• PBRL 1010 Fundamentals of Strategic Communications and Public Relations (6 ECTS)
• PBRL 2400 New Media Messaging (6 ECTS)
• MDST 2200 Ethics in the Media (6 ECTS)
• ADVT 1940 Introduction to Marketing Communications (6 ECTS)
• SPCM 2400 Persuasion (6 ECTS)
• PBRL 2920 Writing for Public Relations (6 ECTS)
• PBRL 3600 Public Relations Case Studies (6 ECTS)
• MDST 3300 Media Law, Ethics & Policy (6 ECTS)
• MDST 4110 Digital Culture and Media (6 ECTS)
• PBRL 4250 Media Relations (6 ECTS)
• MDST 4500 Political Communications (6 ECTS)
• PBRL 4960 Global Strategic Communication Campaigns (6 ECTS)
• SPCM 4500 Conflict Resolution (6 ECTS)
• SPCM 4600 Communications Theory (6 ECTS)

Discipline Core Module 2: Methods

• ANSO 2720 Introduction to Measurement and Statistics (6 ECTS)
• MDST 4200 Media Research (6 ECTS)

Practical Training Module

This includes two practical applications courses that will enhance the student’s third and fourth year experience in terms of hands-on, applied, professional development.

• MDST 3599 Independent Study (4 ECTS)
• PBRL 4300 Crisis Communications and Issues Management (6 ECTS)
• MDST 3260 Global Media Practice (6 ECTS)

Students may choose 36 ECTS from any of WVPU’s course offerings. However, students are recommended to select up to 36 ECTS from the following pre-approved list of discipline-specific courses:

• ADVT 2350 Introduction to Visual Communications for Advertising and Public Relations (6 ECTS)
• ANSO 2060 Culture and Communication (6 ECTS)
• MDST 2800 Media, Diversity and Society (6 ECTS)
• MNGT 3540 Digital Marketing (6 ECTS)
• MNGT 3510 Management of Integrated Marketing Communications (6 ECTS)
• PBRL 2800 Organizational Internal Communication (6 ECTS)
• POLT 1070 Introduction to Political Theory (6 ECTS)
• SPCM 1280 Interpersonal Communication (6 ECTS)
• SPCM 3500 Presentations for Media Professionals (6 ECTS)
• SPCM 3600 Rhetoric (6 ECTS)

• MDST 4620 Thesis (8 ECTS)

Please see WVPU’S Thesis Guidelines for more information on Thesis requirements, as well as the Media Communications Department undergraduate guidelines on Connections (for current students).

For a detailed description and a roadmap of the program, please see Study Plan and Regulations. Full course descriptions, individual learning outcomes, details about ECTS, weekly study schedules, and assessment criteria are available in each course syllabus, available via Courses@WVPU.