STCM 10300 Introduction to Strategic Communication (LA)

Introduction to the fundamental theories, principles, concepts and applications of strategic communication to meet a variety of organizational goals. Provides an overview of strategic practices in corporate communication, management, design, advertising, public relations and marketing communication. Students analyze case studies, conduct research, and design strategic solutions to contemporary organizational communication issues and problems. (F,S)
4 Credits

STCM 10800 Communication in Organizations (LA)

An introductory examination of human communication in organizations, with an opportunity to develop the skills necessary to approach organizational communication situations. Includes the use of mediated communication for skill development and evaluation. (F-S)
3 Credits

STCM 11100 Presentation and Graphic Design (NLA)

Introduction to the planning, design, production, and delivery of presentations supported by visual storytelling, data visualization and motion graphics. Emphasis on design and production, critical application of graphic design principles to instructional, informational, and motivational messages. Projects require creative use of graphic design practices using pixel, vector, and animation tools. Students gain practical experience in graphic design, layout, composition, image manipulation, website design, and presenting. (F-S)
Attributes: CCCS
4 Credits

STCM 12300 Systemic Design (LA)

An introduction to the perspectives and approaches of systems science and design, particularly emphasizing the usefulness of their combination in planned change in organizations. Sample topics include: thinking across and beyond disciplines; systems types and views; complexity; rational and creative (out-of-control) processes; and the consequences of innovation. Most assignments and projects are set in the context of organizational communication and learning, but their relevance and value extend well beyond. (F,S)
Attributes: CA, SO
3 Credits

STCM 13300 Live Events: Spectacles, Festivals, Celebrations, and Society (NLA)

Introduces students to the field of live events. Students will explore the evolution of events over time and examine how events impact society through their effects on communities, economies, identities and the environment. Students will research and analyze the strategies and outcomes of specific events, providing them with a foundation for understanding how to conceptualize events that are ethical and achieve the desired outcomes. (Y)
Attributes: CSD
4 Credits

STCM 20200 Career Pursuit (NLA)

The course focuses on the development of professional competencies and professional identity, specifically tailored for students in strategic communication fields. Focus on methods of reflective practice and transferring classroom learning into professional practice. An overview of projected developments and trends, especially increasing integration, in various fields of strategic communication is provided. Readings and activities represent various communication occupations, industries, and professional organizations. This is a block course. Prerequisite: STCM 10300. (F-S)
1 Credit

STCM 20400 Leading Effective Teams (LA)

This course provides a conceptual foundation and experiential learning opportunities enabling learners to become leaders of effective and inclusive teams in various settings. Topics include team composition and life cycle, goal setting and project management, cultural competency and inclusion, conflict resolution, facilitation, and emerging kinds of teamwork including remote/hybrid work, virtual environments, and digital autonomous organizations (DAOs). (IRR)
2 Credits

STCM 20600 Web Design (NLA)

An intermediate level course in designing web sites for organizations. Emphasis is placed on web design (languages and tools), site content, navigation, and aesthetics. The course combines lectures, discussions, classroom exercises, and projects. Prerequisites: STCM 11100. (F-S)
Attributes: CCCS, CSD
3 Credits

STCM 21000 Instructional Design and Technology (NLA)

An introduction to theories, processes, and practices associated with workplace learning and education. Major topics include learning theory, designing instruction, and utilizing educational technology. Prerequisites: STCM 10300 or STCM 11100 or EDUC 21010. (F)
Attributes: ESE
3 Credits

STCM 21100 Corporate Communication: Strategy and Design (NLA)

This course is intended to give students a strong foundation in the strategy and design of corporate communication programs for internal and external communication. Students will use theories, principles, and practices of corporate communication to assess contemporary strategies and communication efforts and will gain experience in strategic design for both internal communication (e.g., employee communication, change communication, knowledge management) and external communication (e.g., communication with investors and the community, interorganizational communication, crisis communication, customer and government relations). Prerequisites: STCM 10300. (F,S)
3 Credits

STCM 21200 Experience Design (NLA)

Experience design is the area of study surrounding the intersection of usability, design, and business. Experience design looks beyond the task-based focus of usability design, focusing on wider and more complex concepts such as user happiness and satisfaction. This course will explore this area through the design of and methods for creating media for use in real-world, interactive environments. Prerequisites: STCM 11100. (S)
Attributes: CSD
4 Credits

STCM 21500 Advanced Visual Communication (NLA)

This course will expand on the knowledge gained during the pre-requisite class. Storytelling, Script writing, storyboard creation, motion graphics and filming will move into the continued planning, design, production and execution of complex integrated campaigns. App design and prototyping will add the expanded emphasis on the application of graphic design principals throughout the projects. Projects require creative use of graphic design practices using pixel, vector, motion graphics, editing, and animation tools. Prerequisites: STCM 11100. (F,S)
Attributes: CSD
4 Credits

STCM 22000 Interactive Media (NLA)

Provides hands-on experience in designing and creating interactive multimedia projects. An examination of the theoretical bases and applications of interactive media will inform projects involving interactive data visualization, augmented reality design, and design for mobile technologies. Student projects focus on instructional, promotional, and informational applications of these web-based technologies. Prerequisites: COMP 10500 or STCM 11100. (F,S)
Attributes: CCCS, CSD
3 Credits

STCM 23000 Event Planning (NLA)

Provides theoretical grounding and practical skills in meeting and event management. Students learn to design, manage, lead, and critique events that support strategic organizational goals, including meetings and trainings, conferences, online events, and special events. Student groups practice facilitation, decision-making, and event-planning skills through class exercises, tours and guest speaker presentations. Prerequisites: STCM 13300. (S)
Attributes: CSD
4 Credits

STCM 23200 Public Relations: Theory and Practice (LA)

Defines public relations functions and processes. Examines public relations history, ethics, theories, tactics, specializations, and career opportunities. (F,S)
Attributes: CSD
4 Credits

STCM 23400 Promotional and Instructional Video (NLA)

Introduction to the theory and practice of video design and production in corporate and other organizational settings. Emphasis is placed on the nature of corporate, industrial, instructional, and not-for-profit video; program formats; and beginning field production and postproduction using digital video tools. Prerequisites: STCM 10300 or TVR 12400. (F)
Attributes: CCCS, CSD
3 Credits

STCM 24100 Advertising, Promotion, and Brand Experiences (LA)

A survey of the history, organization, operation, economics, and regulation of the advertising industry. Emphasis is placed on the campaign process including target marketing, strategic planning, media analysis, creative strategy, promotions, experiential marketing, and the evaluation of advertising effectiveness. (F,S)
4 Credits

STCM 25100 Organizational Culture and Conflict (LA)

This course integrates communication, strategy, and design frameworks, addressing each aspect. The course explores our own conflict styles and the ways in which we personally communicate and manage conflict with others, and the means by which organizational conflict is expressed and negotiated with an organization's culture. Students examine organizational strategies for how to resolve workplace conflicts by analyzing case studies and designing a conflict management system. (S)
Attributes: CSD
3 Credits

STCM 27700 Social Impact Communications (NLA)

Explores social impact communications for non-profit, corporate, and activism work. Provides a foundational overview of change management and persuasion theory, then applies those learnings to the development of strategic plans for communicating about social change. This course is ideal for any student interested in working in communications and marketing, business or nonprofit management, public health, environmental studies, or advocacy work of any sort. (Y)
4 Credits

STCM 28800 Research and Statistics for Strategic Communication (LA)

Basic research methods (including qualitative, quantitative and mixed methods approaches) examined in diverse organizational, corporate, marketing, and public communications settings. Emphasis on theoretical bases, procedures, data analysis and interpretation, ethical considerations, application of research techniques, and assessment of research credibility. Focus on the use of research to make evidence-based strategic communication recommendations. Prerequisites: STCM 10300. (F,S)
Attributes: CCRM, QL
4 Credits

STCM 29200-29202 Minicourses in Communications (NLA)

A series of short courses in specialized areas of communications that do not meet the College guidelines for liberal arts designation. Visiting lecturers and faculty of the school participate in areas of their expertise. May be repeated. These courses do not count toward required strategic communication electives. Prerequisites: Vary depending on the topic; refer to Undergraduate Course Offerings each semester. Pass/fail. (IRR)
1 Credit

STCM 29203-29205 Minicourse in Communications (NLA)

A series of short courses in specialized areas of communications that do not meet the College guidelines for liberal arts designation. Visiting lecturers and faculty of the school participate in areas of their expertise. May be repeated. These courses do not count toward required strategic communication electives. Prerequisites: Vary depending on the topic; refer to Undergraduate Course Offerings each semester. Pass/fail. (IRR)
1 Credit

STCM 29300 Minicourses in Communications (LA)

A series of short courses in specialized areas of communications that meet the College guidelines for liberal arts designation. Visiting lecturers and faculty of the school participate in areas of their expertise. May be repeated. These courses do not count toward required strategic communication electives. Prerequisites: Vary depending on the topic; refer to Undergraduate Course Offerings each semester. Pass/fail. (IRR)
1 Credit

STCM 29600 Audience Research and Media Planning (NLA)

Survey of the major forms of audience research in television and radio, with particular emphasis placed on the Nielson and Arbitron ratings reports. Covers principles of sample surveys; interpretation of audience data; and application to programming, promotion, and sales. Prerequisites: TVR 12100; TVR 26000 or PSYC 20700. (F-S)
3 Credits

STCM 30000 Crisis Communication (NLA)

Emphasizes the process by which individuals and organizations strategically manage various types of social, political, environmental, and organizational disasters or emergencies. The course explores multiple layers and levels of a crisis and the communication issues that develop, especially in terms of communicating key messages to stakeholders within traditional and social media platforms. These communication issues are then applied to a current crisis. Prerequisites: STCM 23200. (F)
4 Credits

STCM 30100 Social Media Strategy (NLA)

In this class, students learn to develop a comprehensive social media strategy plan that aligns with an organization or brand’s strategic goals. Topics addressed include the ethical, societal, business, and legal environment of working in social media; online branding and content strategy; best practices in social content creation and management; social analytics; and managing employees on social media. Prerequisites: STCM 23200 or MKTG 31200. (S)
Attributes: CCCS, CSD
4 Credits

STCM 30300 Games for Marketing & Training (NLA)

Examines the design of and methods for creating games for marketing and training. Emphasis is on applying game design techniques utilizing theories of persuasion, motivation, and learning. Students will also learn about the two different contexts of designing games for marketing and training. Students will create examples and prototypes of their designs. Prerequisites: STCM-22000. (S)
3 Credits

STCM 30600 Advanced Web Design (NLA)

Building on Web Design, an advanced course in website design that provides a hands-on approach to designing dynamic, database driven websites by incorporating a user-based approach in the design and implementation. Core concepts explored include: visual design for the dynamic web, coding and development platforms, relational databases, and content management systems. Prerequisites: STCM 20600. (S)
3 Credits

STCM 30900 Media Planning (NLA)

Advanced examination of the media planning and selection process for integrated marketing communications campaigns. Explores digital, traditional, and non-traditional media capabilities and strategies. Particular emphasis placed on the interpretation and application of audience data to make evidence-based media planning decisions. Prerequisites: STCM 24100. (F,S)
4 Credits

STCM 31100 Communicating with Stakeholders (NLA)

Explores the strategies and tactics employed by communication professionals in engaging and influencing internal and external organizational stakeholders including employees, customers, donors, stockholders, lawmakers and regulators, community neighbors, the press, and business partners. Students will learn and apply legal reporting requirements, current practices, communication and collaboration tools and methods, and ethical considerations related to the various ways that organizations of all types interact with key constituencies. Prerequisites: STCM 21100 or STCM 23200 or any 200-level course in FINA, SMGT, MGMT, or ACCT. (E,Y)
Attributes: CSD
3 Credits

STCM 31200 Information Design (NLA)

Information design is the skill and practice of preparing information for use by the target audience. Topics include examining information graphics, data visualization, wayward signage, and information architecture. Emphasis is on translating data into visual representations in order to improve communication. Prerequisites: STCM 22000. (S,E)
Attributes: CSD
3 Credits

STCM 32000 Leadership Communication (LA)

Examines the theories and practices of participatory leadership in organizational settings. Specific attention is given to communication skills, media applications, and problem-solving and decision-making formats. Prerequisites: Three courses in communications; junior standing. (F)
Attributes: CSD
3 Credits

STCM 33000 Advertising Copywriting and Art Direction (NLA)

This course focuses on building a strategy to meet marketing communication goals using effective advertising across various media. Students will learn, think, and communicate through both copy and visuals as they gain experience conceptualizing, writing, and designing effective messages for media. Students will learn how to create, apply, and present these messages, as well as how to analyze and evaluate their persuasiveness. Prerequisites: STCM 24100, STCM 11100. (F,S)
Attributes: CCCS
4 Credits

STCM 33200 Writing for Public Relations (LA)

Fundamentals of writing for public relations. Emphasis is placed on writing for a client or in-house department; content for the web and social media platforms; preparation of specific writing tactics for journalists, nonprofits, businesses, and consumers; persuasion in writing; and clarity, flow, and other elements of proper public relations writing style. Prerequisites: STCM 23200; WRTG 10600 or ICSM 10800. (F,S)
Attributes: CCCS, WI
4 Credits

STCM 33300 Applied Event Management (NLA)

The application of communication and project management principles to complex organizational events such as training seminars, product launches, fund-raising events, and conferences, providing students an opportunity to work on and critique the planning and execution of an actual event. Each student is assigned an event and conducts structured observations of meetings and activities of the event team. The student is also assigned specific duties in the planning, execution, and/or evaluation stages of the event, and produces a professional portfolio and project notebook that documents and reflects on the competencies they developed. Prerequisites: STCM 23000. (S)
2 Credits

STCM 36600 Global, Intercultural, and Multicultural Public Relations (LA)

This course focuses on international, intercultural, and multicultural perspectives of public relations facing public relations firms and in-house communication departments today. It will provide students with an understanding of real-world public relations techniques, as well as viewpoints from scholars, vital to developing effective and ethical communication campaigns targeted to international publics and multicultural publics in the U.S. It also examines the impact of worldwide technological innovations, as well as social, economic, and political changes. Prerequisites: STCM 23200. (S)
Attributes: DV
4 Credits

STCM 38000 eLearning (NLA)

The theory and practice of designing online learning. Concepts of interactivity, feedback, perception, and learning are studied. Students integrate knowledge of instructional design with development skills in designing, developing, and evaluating an online learning project. Prerequisites: STCM 21000. (S,O)
Attributes: CSD
3 Credits

STCM 39000-39010 Selected Topics in Strategic Communication (LA)

Exploration and analysis of a specific area of communication. Topics vary based on student demand and on faculty expertise and research interest. Course content and pedagogical methods meet the College guidelines for liberal arts designation. May be repeated once. Not a production course. Total number of credits in any combination of STCM 39000, STCM 39010, 22x-41200, and 22x-41210 may not exceed 6. Prerequisites: Junior standing; others vary depending on the topic. Refer to Undergraduate Course Offerings each semester. (IRR)
3 Credits

STCM 40400 Communication Design Lab (NLA)

An advanced course dedicated to the design of a fully functional media-based solution for a client or targeted crowdfunding campaign. Students will navigate the entire design process; including ideation, planning, design creation and testing, implementation, and evaluation. This project may touch on aspects of visual, web, social media, interactive media, information, instructional, and game design. Senior standing or permission of instructor. Prerequisites: STCM 20600 and STCM 22000. (F)
Attributes: CSD
3 Credits

STCM 41200 Workshop in Strategic Communication (NLA)

Individual assignments designed to provide advanced applied experiences based on students' program and career goals. Specific projects may involve production or communication analysis and design; projects are determined jointly by the student and a faculty adviser and must have departmental approval. Students may take a second semester of this course with approval of the instructor. Total for STCM 41200 and STCM 49900 may not exceed 6 credits. Prerequisites: Junior standing. (F,S)
Attributes: CSD
1-6 Credits

STCM 42000 Integrated Marketing Communications Lab (LA)

A program capstone course that applies key components of integrated marketing communications including advertising, public relations, brand positioning, and sales promotion. Students complete a client project that requires research and development of integrated strategies to achieve specific marketing objectives. Students will also analyze relevant cases and apply principles and best practices to their client engagement. Prerequisites: STCM 23200; STCM 24100; MKTG 31200. (S)
4 Credits

STCM 43000 Brand Design and Communication Lab (NLA)

An advanced course that focuses on the communication process of redesigning a corporate brand for an existing corporation or organization. After defining a company's essence, character, and purpose, students design and execute a corporate image across various forms of internal and external communications. Requires conceptual thinking and creative execution, and culminates in a comprehensive branding campaign for a specific company suitable for inclusion in a creative portfolio. Students need to have prior hands-on experience using graphic design software to create visual images. Prerequisites: STCM 33000. (F)
4 Credits

STCM 43400 Communication Strategy Lab (NLA)

Program capstone course examining management principles and practices for communication and workplace learning professionals. Topics include developing department operations budgets, strategic planning and organizational alignment, identifying client needs, requests for proposals, senior management relations, communicating value, developing policies and procedures, assessing employee performance, project management, and change management practices. Students carry out a project for a client to investigate a communications/learning problem and design an intervention. This is a block course. (S)
3 Credits

STCM 44000 Public Relations Lab (NLA)

This capstone course is dedicated to public relations planning, including analysis of the publics involved and traditional and social media options; planning, budgeting, and scheduling; and development of problem-solving messages, activities, and/or events. Students work in account teams with real-world client projects to help organizations achieve their promotional goals. Students also undertake an independent project. Designed for advanced students in communications or for those planning a career in public relations. Prerequisites: STCM 33200. (F)
Attributes: SL
4 Credits

STCM 44100 Ad Lab (NLA)

The essentials of advertising campaign planning, including media strategy, positioning, and ad design, culminating in a comprehensive plan for a specific product. For advanced students in marketing or communications or for those planning a career in advertising. Prerequisites: STCM 30900 or STCM 33000. (S)
4 Credits

STCM 45000 Communication Consulting Lab (LA)

In the context of a simulated consulting team, students identify contemporary organizational issues and trends, conduct research and design inquiries, write and design original content, and publish insights that are engaging and actionable for business leaders. This program capstone course reinforces key concepts and skills in communication strategy and stakeholder relations, design thinking, research methods, information / presentation design, business writing, and project management. Students learn to manage project timelines and budgets, create appealing and usable recommendations, and position their expertise through professional publication and presentations. Permission of instructor required. Prerequisites: STCM 28800. (F)
3 Credits

STCM 47700 Social Impact Communications Lab (NLA)

The culminating experience course for the Social Impact Communications Minor. Students will explore a specific issue in-depth, and then, in small groups, create a relevant comprehensive social impact campaign strategy, starting with research-based ideation, then developing the messaging, content, design, and implementation plan for the campaign. Prerequisites: STCM 27700. (Y)
4 Credits

STCM 49000 Internship (NLA)

Jointly supervised work experience with a cooperating institution or organization in the field of communications, intended to motivate the intern toward professional growth through observation and participation, to provide an opportunity to meet active professionals, and to stimulate career planning. Skills and academic knowledge will be put into practice. May be repeated. Total may not exceed 12 credits, including London and Los Angeles internships. Enrollment limited to strategic communication majors or minors. Prerequisites: Completion of the Park School internship procedures. (F,S,U,W)
Attributes: CSD
1-12 Credits

STCM 49300 Internship: Live Event Design and Management (NLA)

Jointly supervised work experience with a cooperating institution or organization in the field of live events, intended to motivate the intern toward professional growth through observation and participation, to provide an opportunity to meet active professionals, and to stimulate career planning. Skills and academic knowledge will be put into practice. May be repeated. Total may not exceed 12 credits. Enrollment limited to students enrolled in the Live Event Design and Management minor. Prerequisites: STCM 23000; completion of the Park School internship procedures. (F,S,U,W)
Attributes: CSD
1-12 Credits

STCM 49800 London Communications Internship (NLA)

A limited number of internships with cooperating institutions or organizations are available to communications majors. The jointly supervised work experience offers the opportunity to learn through observation and participation in a professional setting. Prerequisites: Junior or senior standing; completion of Park School internship procedures; approval of the dean in the semester preceding the London registration. Pass/fail only. (F,S)
Attributes: CSD
3-6 Credits

STCM 49900 Independent Study (LA)

Intensive study under the supervision of a faculty adviser. Possible topics include instructional design and evaluation, organizational communication analysis and evaluation, and the adoption and evaluation of new technologies such as multimedia or teleconferencing. Comprehensive research paper (not a project) is required. May be repeated for a total of no more than six credits; total of CMD 49900 and CMD 41200 may not exceed six credits. Enrollment limited to strategic communication majors. Prerequisites: Junior standing. (F,S)
Attributes: CSD
1-6 Credits