Online Master of Arts in Strategic Communication

Online M.A. in Strategic Communication Core Courses

The following courses are required for all degree options:

Principles of Strategic Communication, 3 credits
An introduction to the world of strategic communication practice in the 21st century. This course will strike a balance for students between an academic perspective—through academic research and questioning the overall role of strategic communication—and a practicing perspective—through increasing familiarity with the field.

Communication Research, 3 credits
An introduction to quantitative and qualitative research methods in communication, including survey research and focus groups, to be used in professional and applied settings.

Communication Theory, 3 credits
An exploration of major theories and perspectives on how to understand public communication and its influence on organizations, individuals, and our society.

Communication and Ethics, 3 credits
Students apply classic ethical theory to current communication ethical dilemmas, including both interpersonal and media communication. Topics will include truth and deception, privacy, and persuasion. This course features an emphasis on digital communication.

Strategic Communication Capstone, 3 credits
Students identify a communication-related project, conduct research or design a relevant project or campaign, and deliver recommendations. This course offers the opportunity to apply knowledge and skills gained through coursework.

Degree Options Courses

Prepare to lead in the type of strategic communications that interests you most. Specialize by choosing a specialization:

Public Relations Specialization

Public Relations Campaign Planning, 3 credits
A comprehensive recap of the Integrated Marketing Communication function, with an emphasis on public relations research, objectives, strategies, integrated tactics and campaign evaluation. This course utilizes a small team "service learning" setup, wherein teams adopt a community nonprofit organization and work closely with board and staff members to produce and present a comprehensive public relations campaign plan.

Public Relations Management, 3 credits
This course focuses on case studies and tactics that public relations practitioners need to know in corporate, non-profit, government, education, agency, entertainment, or media settings. This course includes a strong emphasis on social media and e-portfolio development.

Communication and Persuasion, 3 credits
An examination of how influence is created and resisted through communication in various settings, including personal relationships, public relations, advertising, and political campaigns. Featuring an emphasis on contemporary theories of persuasion and attitude change, with applications to the various content areas studied.

Reputation Management, 3 credits
An examination of the role of personal reputation in an overall organization, including how corporate culture can influence a company's reputation and how internal communications can serve as a tool. Students also examine the factors of reputational risk and the strategies behind building a reputation.

Crisis Communication, 3 credits
This course provides a fundamental understanding of crisis and issues management. This course will discuss the process of prevention, preparation, and response a professional must employ during crisis management. An emphasis will be placed on practical applications of crisis communications theory.

Public Relations Writing, 3 credits
Development of professional writing skills expected of PR practitioners, including the writing of press releases, features, profiles, public service announcements, fact sheets, and media correspondence among others, as geared to specific audiences and appropriate channels.

Branding, 3 credits
Students learn how to develop brands, create concepts, and develop advertising campaigns. Learn how to determine appropriate media for particular campaigns, how to organize a creative department, how to create budgets and timelines, and how to research and purchase visual imagery.

Topics in Public Relations, 3 credits
Further examination of areas of interest within the fields of strategic communication and public relations. Topic areas explored could include organizational communication, health communication, political communication, sports communication or advertising.

Advanced Strategic Communication Writing, 3 credits
Strong focus on honing students' abilities to create effective strategic messages across many forms of mass media. Students create short and long strategic messages targeting specific demographic and psychographic audiences. Other topics include audience analysis, metrics, engagement, digital influence, and new media relations. PREREQUISITE: Public Relations Writing or Writing for Digital Media

Communication Campaigns, 3 credits
Study of public communication campaigns. Specific emphasis on the role of the media in influencing attitudes and behavior related to social, political, or health issues.

Digital and Social Media Specialization

Social Media and Communication, 3 credits
Focus on how and why people use social media. Various social media platforms will be explored and their effect on communication processes will be examined.

Reputation Management, 3 credits
An examination of the role of personal reputation in an overall organization, including how corporate culture can influence a company's reputation and how internal communications can serve as a tool. Will also examine the factors of reputational risk and the strategies behind building a reputation.

Interactive Marketing, 3 credits
Explore the growing promise of mobility, the possible pitfalls of marketing in social media, and web analytics, including search engine marketing and search engine optimization. Students will learn how to define their audience, establish key performance indicators, measure results, and optimize the experience for the user.

Writing for Digital Media, 3 credits
Focuses on crafting and structuring written work so that it may be easily translated to various platforms and can reach the widest possible audience. Different writing processes will be used to demonstrate new ways of thinking about information.

Digital Media Content Strategy, 3 credits
Examine how compelling digital media content is essential in engaging site visitors and driving their behavior. Topics include the intersection of search engine optimization, social media, and content marketing strategies and the future of content strategy.

Social Media Management, 3 credits
Gain knowledge of social media ecosystems and social business models. Analyze data to extract audience insights, develop and implement strategies, and ultimately become a skilled social media practitioner.

User Data Analytics, 3 credits
This course emphasizes understanding which data collection method is best for a particular context. It features a focus on the use and interpretation of digital analytics, as well as data collection methods and basic statistics for digital sites and apps.

Topics in Digital Media, 3 credits
Further examination of areas of interest within the areas of digital media. Topic areas explored could include social media, online consumer behaviors, digital political strategies, and digital health promotion.

Advanced Strategic Communication Writing, 3 credits
Focus on honing your ability to create effective, strategic messages across many forms of mass media. Students create short and long strategic messages targeting specific demographic and psychographic audiences. Other topics include audience analysis, metrics, engagement, digital influence, and new media relations.
PREREQUISITE: Public Relations Writing or Writing for Digital Media

Additional Electives

Effective Health Communication, 3 credits
Examine how communication professionals can improve communication among patients, providers, governmental agencies, and other stakeholders. A focus will be on the design, transmission, and evaluation of effective health promotional messages.

Digital Political Strategy, 3 credits
Students explore new political strategies in an increasingly networked world and learn what it takes to be a digital political strategist.

Sports Communication & Branding, 3 credits
Examine how communication professionals can use sports culture to leverage brand awareness for sports organizations as well as gain a positive brand association for those companies whose identities are linked to sports. Look at what communication strategies can be used to advance the brand.

Media Analytics, 3 credits
An introduction to the basic concepts and uses of media analytics. Included are an exploration of data acquisition about audiences, sources of commercial data, and an overview of some of the popular analytics platforms and tools.

Communication & Leadership, 3 credits
An examination of the various leadership roles present in dynamic environments. Focus on organizational culture, conflict in organizational environments, socialization, power in professional relationships, and group and team communication.

Communication Campaigns, 3 credits
Study of public communication campaigns. Specific emphasis on the role of the media in influencing attitudes and behavior related to social, political, or health issues.

Customized Degree Option

If you're interested in a particular selection of electives to match your career goals, the online M.A. in Strategic Communication allows you to select any five elective courses.

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Careers in Strategic Communication

The M.A. in Strategic Communication from the University of Delaware was developed with your career needs in mind—launch or advance your career with confidence knowing you're prepared to take on any job in strategic communication. We offer two specialization options or the ability to customize your electives to match your career goals.

Public Relations. Learn to develop a public relations campaign and persuasive messaging tactics on behalf of any organization, and join this growing field. The Bureau of Labor Statistics projects a 9-percent growth in public relations job opportunities through 2026, adding as many as 22,900 jobs across the country.¹

Digital and Social Media. Set yourself apart with skills in managing enterprise-level digital and social media, reaching your target audiences with precision, and using data analytics to measure and improve your impact on any business goal. In 2018, the top 10 percent of social media managers earned an average salary of $75,000.²

More career options:

Communications Director | Median annual salary: $74,486³

Lead all communication efforts on behalf of a corporation or organization, from staffing and managing a communications team to major strategic campaign development, and public relations and brand management.

Strategic Communications Manager | Median annual salary: $65,000⁴

Drive communication campaigns with an eye for strategy to reach the right audience, deliver the most effective message and maximize impact on any business goal for your company or organization.

Director of Internal Communications | Median annual salary: $121,926⁵

Assist executive leadership in managing organizational change and delivering effective communication messages to keep employees motivated and informed. Contribute to a strong organizational culture and efficient internal information sharing.

SOURCES:
¹Bureau of Labor Statistics (May 2017). "Occupational Outlook Handbook: Public Relations Specialists." Retrieved December 27, 2018, from https://www.bls.gov/ooh/media-and-communication/public-relations-specialists.htm.
²Payscale (n.d.). "Average Social Media Manager Salary." Retrieved December 27, 2018, from https://www.payscale.com/research/US/Job=Social_Media_Manager/Salary.
³Payscale (n.d.). "Average Director of Communications Salary." Retrieved December 27, 2018, from https://www.payscale.com/research/US/Job=Director_of_Communications/Salary.
⁴Payscale (n.d.). "Average Strategic Communications Manager Salary." Retrieved December 27, 2018, from https://www.payscale.com/research/US/Job=Strategic_Communications_Manager/Salary.
⁵Payscale (n.d.). "Average Director of Internal Communications Salary." Retrieved December 27, 2018, from https://www.payscale.com/research/US/Job=Director_Of_Internal_Communications/Salary.

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Admissions Requirements

The admissions requirements for this program are:

1. A bachelor's degree in any academic background from an accredited college or university.
2. GPA of at least 3.0. If your GPA is below 3.0, you should still apply, as we take your strengths and skills in other areas into account.
3. GRE score is waived and not required for Spring 2021 admission.
4. Three letters of recommendation from professional references. You can also submit recommendations from professors who can speak on your academic and professional motivations and potential.
5. No work experience required.
6. A current resume, application fee, transcript, and personal statement are also required.

Tuition

The tuition for this program is $825 per credit hour. Estimated tuition, based on a total of 10 courses and 30 credit hours, is $24,750.

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1. How long does it take to complete this program?
   You can complete our online M.A. in Strategic Communication in as few as two years. Most students take an average of two to three years to complete the program.
    
2. When can I begin the program?
   The University of Delaware offers three start dates every year for this program. Contact an Admissions Counselor for specific term application deadlines and class start dates.
    
3. What is the career outlook for an M.A. in Strategic Communication
   University of Delaware's M.A. in Strategic Communication helps you launch or advance your career in strategic communication. In addition to the two specializations offered, you can customize your electives to match your career goals. For more information on your career options, read the "Career Focus" section on this page.
    
4. Do I need to have a background in communication?
   No. Prior work experience in communication is not required and we encourage students from all undergraduate backgrounds to apply.
    
5. How much will it cost to complete this degree?
   The tuition for this program is $825 per credit hour. Estimated tuition, based on a total of 10 courses and 30 credit hours, is $24,750.
    
6. Is this a full- or part-time program?
   You can take this program as a part-time student. One benefit of online learning is that your coursework is asynchronous, so you can complete it whenever you wish as long as you meet assignment deadlines.
    
7. Which classes are required to complete the program?
   The M.A. in Strategic Communication curriculum features core courses focused on the principles, theories, research practices and ethics of strategic communication.
   Beyond the program's core, you can choose from specializationss in Public Relations and Digital and Social Media, or build your own curriculum with our electives.
    
8. Can I transfer credits?
   Yes. You can transfer up to nine credits from any accredited college or university. Graduate credits earned at another institution (but not used in the completion of another graduate degree) will be evaluated at the written request of the student for any course except for the capstone.
    
9. Why is the University of Delaware my best choice for this program?
   The University of Delaware is widely respected in the field of communication, with an on-campus Master of Arts in Communication ranked No. 11 in the United States by Eduniversal Best Masters Ranking.
     You will benefit from our robust career services and work directly with experienced faculty.
    
10. Does this program require any on-site residencies?
    No, you will not be required to visit the campus at any time for this program. However, online students are always welcome to visit our campus.
     
11. Is this program accredited?
    This program has no specific accreditation. The University of Delaware is accredited by the Middle States Commission on Higher Education.
     
12. How do I apply for financial aid?
    Submit the Free Application for Federal Student Aid (FAFSA) at https://fafsa.ed.gov/. The University of Delaware's school code is 001431.
      Federal financial aid for graduate programs is not determined based on need (as it is at the undergraduate level). Federal unsubsidized loans are a very common source of funding for our grad students. Graduate students may borrow up to $20,500 per year.
     
13. Are there opportunities for career networking and career coaching?
    Yes. You can work directly with the University of Delaware's Career Services Center, which serves as a comprehensive resource for all things career-related.
      We offer our students access to career fairs, workshops on resume and cover letter writing, and appointments with career counselors.
      You can also take advantage of on-campus interview events with visiting employers.
     
14. Will I have access to tutoring services?
    Yes. Online students may schedule tutoring sessions as needed through our Office of Academic Enrichment, which offers a variety of tutoring services for all students.
     
15. Will I have the opportunity to collaborate with peers online?
    Yes. Coursework in the online M.A. in Strategic Communication frequently requires collaboration among classmates for case studies, seminars and other program experiences.
      Weekly virtual office hours are also available in many classes to speak with the faculty. You can also schedule time for one-on-one conferences with your faculty as needed.
     
16. What are the admission requirements for this program?
    The admissions requirements for this program are:
    1. A bachelor's degree in any academic background from a regionally accredited institution.
    2. GPA of at least 3.0. If your GPA is below 3.0, you should still apply, as we take your strengths and skills in other areas into account.
    3. GRE score is wavied and not required for Spring 2021 admission.
    4. Three letters of recommendation from professional references. You can also submit recommendations from professors who can speak on your academic and professional motivations and potential.
17. How do I apply?
    You can apply right now by submitting an online graduate application. Our application process is designed for ease and control, so there's no need to send anything by mail. If you have any questions along the way, contact an Admissions Counselor at (844) 237-1338. We're here to help!

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