COURSE CURRICULUM

The Bachelor of Arts in Strategic Communication–Digital Advertising is designed to prepare students to use communication strategically to support and advance the mission of organizations through digital and media-driven advertising practices. The program focuses on teaching students how to develop, implement, and evaluate integrated communication campaigns that influence audiences and deliver measurable results across multiple platforms. Students gain a strong understanding of how modern media systems operate, including paid, earned, shared, and owned media channels, and learn how these components work together in effective digital advertising strategies. The curriculum combines foundational communication theory with practical, hands-on training in media writing, digital skills, advertising creativity, and strategic messaging. Core coursework includes media literacy, strategic communication principles, digital and social media practices, media law and ethics, and writing and design for professional communication, ensuring students develop both conceptual understanding and applied technical skills. Students also complete specialized courses in advertising creative strategy, marketing communications, media planning, and digital analytics, which help them build competence in designing and managing data-informed advertising campaigns. In addition to core requirements, students choose elective courses that expand their skills in areas such as multimedia journalism, graphic design, video production, crisis communication, and media analytics, allowing for customization based on career interests. The program also includes business-related coursework such as marketing or management principles, ensuring students understand organizational and industry contexts. A foreign language requirement further supports global communication competence, while writing-intensive and capstone courses ensure students can synthesize and apply their learning at a professional level. The degree culminates in a senior capstone in strategic communication, where students demonstrate their ability to plan and evaluate real-world communication strategies. Overall, the program prepares graduates for careers in digital advertising, marketing agencies, media organizations, and corporate communication roles by combining creative, analytical, and strategic communication skills.