Master of Arts in Strategic Communications

National University, School of Business and Management

Program Description

Master of Arts in Strategic Communications

National University, School of Business and Management

The goal of the Masters of Arts in Strategic Communications is to prepare students to assume high-level professional positions in organizations that must meet the challenges of operating in an increasingly complex and interdependent global environment. It will arm graduates with both theoretical and practical approaches to developing strategic communications programs that enable organizations meet their goals and objectives. Each course supplies an essential stepping-stone on the way to the planning, executing, and evaluating effective strategic communications efforts.

The objective of the program is to develop effective, strategically-sophisticated communications professionals who have the full complement of analytic and practical tools for leadership. It will foster strategic thinking, logical analysis, and solution generation. Upon completion of the degree, graduates will be able lead and implement communications initiatives using both traditional mass media and newer cutting-edge channels, such as social networking sites, blog sites, pod and vodcasting, Instant Messenger, and texting and other mobile media.

This degree requires that students be able to write in English at an advanced level. If the student's writing skills need improvement, it is possible the student will be required to enroll in a remedial writing course before continuing in the program. Applicants for whom English is a second language are encouraged to take the Accuplacer, English as a Second Language Placement Test.

Graduates will acquire an array of intellectual, managerial, and communication skills:

·    An understanding of communications opportunities
·    The ability to carry out analyses of organizational communications needs
·    The knowledge to conduct needed research and audience analysis
·    The training to develop, implement, and evaluate appropriate strategies and tactics to reach the multiple publics
·    Professional-level writing and presentation skills.

Program Learning Outcomes

At the completion of the Master of Arts in Strategic Communications, graduates will emerge with a deep understanding of the theories of communications and persuasion, an ability to lead and participate in the team development of organizational communication strategies, and the practical skills to plan, produce, and evaluate a strategic communications program.

By the end of this program, students will be able to:

·    Lead and participate in the planning, production, and execution of strategic communications programs
·    Apply team management theory and skills to facilitate collaboration
·    Gather appropriate data to guide the development of a strategic communications program
·    Develop communications program planning documents that support the adoption of the program by higher level decision-makers
·    Develop messaging strategy
·    Produce professional-level content that fulfills vision and goals of the organization and the objectives of the specific communications program, using formative evaluation
·    Create a multi-platform, multi-public message dissemination plan
·    Gather appropriate data to evaluate the effectiveness of a strategic communications program
·    Deliver professional-level presentation that explains and supports program plans, creative messaging strategy, produced content, and dissemination and evaluation plans

Duration & Price
This course is Online
Start Date
Start date
January 2017, May 2017, August 2017
Full time
Start date January 2017, May 2017, August 2017
USA La Jolla, Orange, California
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