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Strategic Communication

The field of Strategic Communication encapsulates a variety of practices including video production, public relations, marketing and advertising, graphic design, and more.

Strategic Comm Minor
Strategic Comm Minor

Types

Minor

Location

On-Campus
Online

Credits

21*

Cost

$9,175
$220/credit hour

Explore the ways that messages in multimedia shape our lives.

: Strategic communication is a collection of related fields, including public relations, management communication, and advertising. When companies, organizations, and governments utilize strategic communication, it’s all about using purposeful communication to achieve an end goal. With a minor in strategic communication, you’ll be introduced to the fundamentals of strategic communication practices, such as hands-on instruction in contemporary graphic design and video production. You’ll learn how to perform research on consumer behavior and gain insight into an audience, and you’ll find practical applications for these skills. You’ll learn about creative strategy in advertising, as well as the impact of social media on modern digital communications. 

Anchor: Stats

By the numbers

$155,320

Average Salary

6.2%

Industry Growth

70+

Newspaper Awards

22

Debate National Champions
Anchor: Programs & Requirements
Programs & Requirements

Programs & Requirements

* The credit hours listed on this page only reference the specific program requirements and is not reflective of the total hours necessary to receive your degree. Cumberlands requires all students obtain a minimum of 60 hours for an associate’s degree and a total of 120 hours for a bachelor’s degree. Transfer and prior learning credits may be counted toward those totals.

To learn more about our General Education Requirements, please visit the page referenced below or explore our Academic Catalog. 

General Education Requirements

Minor in Strategic Communication Arts

By combining a major in communication arts – or even something else! – with a strategic communication minor, you can effectively build your own strategic communications degree program to meet your specific career goals. In strategic communication, you’ll take courses that cover an array of topics, including graphic design, social media, advertising, and video production. The strategic communications training you’ll get from experienced professors in the field will give you the preparation you need to launch into a job in public relations.  

You can also minor in strategic communication without majoring in communication arts! If your major is in an unrelated field but you’re still interested in dipping a toe into the waters of public relations, adding a strategic communication minor could give you the best of both worlds. 

 
 

Course Requirements

COMM141 Introduction to Strategic Communication 

COMM235 Introduction to Video Production 

COMM334 Social Media 

COMM343 Creative Strategy 

COMM 233 Graphic Design 

choose any COMM/IDC/JOUR course

Take the Next Step

Anchor: Mission & Goals

Program Mission

The mission of the strategic communication program at University of the Cumberlands is to provide you with the fundamentals of integrated digital and strategic communication practices, including hands-on instruction in contemporary graphic design and vide

Use a variety of media platforms
Plan, coordinate, create, and post beneficial and ethical content
Perform consumer research and interpret data
Understand and utilize the impact of social media in communications
Recognize media trends and pivot course to stay ahead of the marketing curve
Anchor: Career Outcomes

Program Name Careers & Outcomes

All stats from U.S. Bureau of Labor Statistics

Mass Communications: $62,859

Mass Communications: $62,859

Mass communication refers to imparting and exchanging information on a large scale to a wide range of people. It includes mediums such as newspapers, magazines, books, radio, television, film, as well as social media and the internet 

Public Relations Specialist: $60,654

Public Relations Specialist: $60,654

Be the first line of communication between your clients and the outside world and help organizations maintain a positive public image. 

Digital Media Strategist: $60,542

Digital Media Strategist: $60,542

Develop digital content, create marketing strategies, and help curate the images of brands. 

Marketing Manager: $115,911 

Marketing Manager: $115,911 

 Head up advertising campaigns, oversee promotions, and generate interest in a product and/or service. 

HR Specialist: $63,216

HR Specialist: $63,216

Mediate employee relationships and interactions and help with training and hiring. 

Journalist: $44,261

Journalist: $44,261

Observe, research, document, curate, and distribute important information to the public. 

Anchor: FAQs

Common Questions

Strategic communication is a broad subject that includes a variety of related fields, such as graphic design, social media, advertising, marketing, public relations, mass media, branding, and video production. 

The world of communication arts includes lots of different topics including journalism, PR and marketing, theatre arts, video production, and more. Strategic communication is similar, but it’s a narrow field within the broader realm of communication arts that focuses specifically on marketing and public relations. 

To succeed in the field of strategic communication, you will want to work on strengthening your organizational, analytical, interpersonal communication , research, and data collection skills. It will also benefit you to have an understanding of diverse methods of human communication. Whether you have these skills already or not, Cumberlands will train you to embody all of these great attributes! 

Strategic communication is how companies and organizations use communication intentionally to reach their goals. It allows companies and organizations to present themselves positively, curate an image, and communicate effectively with an audience. 

Anchor: Faculty

Faculty Experts in Communications

Learn more about the communications faculty you will interact with. 

John Varley

John Varley

Adjunct Faculty
Communication Arts

John Varley

Contact Information

john.varley [at] ucumberlands.edu
Robert Floyd

Robert Floyd

Assistant Professor
Communication Arts

Robert Floyd

Contact Information

606-539-5566
robert.floyd [at] ucumberlands.edu
Jeremiah Massengale

Jeremiah Massengale

Assistant Professor, Director of Journalism, Faculty Advisor for The Patriot (Campus Newspaper)
Communication Arts

Jeremiah Massengale

Contact Information

606-539-4527
jeremiah.massengale [at] ucumberlands.edu
GCR 109
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