Program Overview

Strategic Communication Major

The Strategic Communication Major at Ball State University is designed to equip students with the skills and knowledge necessary to create effective communication plans for organizations across various fields. The major requires students to complete 27-33 credits of core courses, in addition to 15-18 credits in one of four specialized areas: Advertising, Public Relations, Sports, or Creative AI Management and Strategies.

Concentration Areas

• Advertising: Students learn to craft compelling advertisements that resonate across diverse media platforms, developing consumer-centric campaign strategies to achieve clients' communication objectives.
• Public Relations: Students learn how to connect organizations to audiences with messages crafted to drive awareness and engagement, using cutting-edge technology, tools, and techniques to plan, execute, and assess PR campaigns.
• Sports: Students develop impactful content tailored for sports brands, advertising, public relations, or integrated campaigns, sponsorship activations, and community engagement initiatives.
• Creative AI Management and Strategies: Students learn to use artificial intelligence (AI) ethically, responsibly, efficiently, and creatively across media and communication contexts, gaining experience in audience analysis, media strategy, content development, and data-informed decision-making.

Program Details

The Strategic Communication Major is a Bachelor of Arts or Bachelor of Science degree that requires 120 credits for completion. The program is accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC). Students can pursue multiple majors or concentrations within the School of Journalism and Strategic Communication, while fulfilling the 120-credit university requirement for graduation.

Career Paths

Graduates of the Strategic Communication Major can pursue various roles, including:

• Advertising: media buyer, media planner, creative director, copywriter, account executive, brand manager, brand strategist, social media manager, campaign strategist, digital marketer, advertising analyst
• Public Relations: public relations specialist, communications manager, social media strategist, corporate communications director, media relations coordinator, event planner, content creator, brand manager
• Sports: sports media relations manager, sports PR specialist, sports communications director, sports marketing manager, sports social media manager, sports event coordinator, sports brand manager, sports digital content strategist, sports crisis communications expert, sports sponsorship manager
• Creative AI Management and Strategies: AI content strategist, digital campaign analyst, audience intelligence specialist, marketing automation manager, innovation consultant, creative strategy lead

Hands-on Learning Opportunities

Students in the Strategic Communication Major can engage in hands-on learning through various student-run organizations and agencies, including:

• The Agency at Cardinal Media
• Ball State Chapter of the American Advertising Federation (AAF)
• Public Relations Student Society of America (PRSSA)

Curriculum Emphasis

The program emphasizes empathy, social responsibility, and self-awareness, fostering ethical practices throughout students' careers. The curriculum is designed to provide students with a solid foundation in strategic communication, as well as specialized knowledge and skills in their chosen concentration area.