Strategic Communication (BA)

WVPU’s Bachelor of Arts in Strategic Communication program thoroughly examines the communicative practices within and among organizations and their constituencies. Students undergo a rigorous program of scholarly training that prepares them to carry out requisite levels of research and proceed into more advanced studies. Students learn how to apply theoretical knowledge in written and oral demonstrations and build a professional toolkit preparing them to understand the nuances of digital media literacies, both as a producer and as a consumer of media texts.

Students also acquire advanced knowledge and develop skills and competencies in public relations, advertising, media studies and speech communication, as well as knowledge management, negotiation, leadership, persuasion, corporate and crisis communication, promotions and communication campaigns. Through exposure to and participation in faculty research, as well as interaction with an array of experts and prominent external lecturers, students gain valuable insight into how to use strategic writing and message creation, research, audience analysis, persuasion and social media skills to create communication strategies. They learn to work independently and how to collaborate with others on constructing and communicating strategically important messages in a professionally sound and ethical manner, in line with WVPU’s profile and objectives.

Graduates of the program can perform tasks at a high professional level. They possess an in-depth theoretical and practical knowledge of modern communication strategies and their workforce-ready skills prepare them for leadership positions. They are critical, independent thinkers capable of collaboration and leadership, able to deal with comprehensive challenges in changing contexts, able to take on and manage projects, and take responsibility for decision-making. The program’s strong focus on research, methods, and analysis combined with frequent exposure to real-world cases and practical exercises ensures that its graduates can develop innovative approaches to solve known and unforeseen problems. They are thus fully qualified for the degree they earned, professionally ready to begin their careers and make a difference, and they possess the scholarly foundation necessary to pursue an advanced degree. As a result, many of the program’s graduates will take a position in organizational and corporate communication in both the public and private sectors working on promotional campaigns, public relations, media consultation, digital messaging and manage social media, while others will go on to successfully complete advanced academic degrees.

The Bachelor of Arts in Strategic Communication curriculum is organized into five modules and a thesis, including: 

• The Common Core Module (12 courses/72 ECTS)
• Two Discipline Core Modules ( 18 courses/108 ECTS)
• Practical Training Module (3 courses/16 ECTS)
• A Discipline Enrichment / Electives Module (6 courses/36 ECTS)
• Thesis (8 ECTS)

Full-time students working toward the Bachelor of Arts in Strategic Communication will usually carry a course load of five courses per semester (30 ECTS). The regular duration of the program is four years (eight semesters). Students usually attend 36 hours of courses over a 12-week calendar period concurrent with 114 hours of self-learning.

Discipline Core Module 1: Foundation

• MDST 1010 Media Foundations (6 ECTS)
• MDST 1050 Media Writing (6 ECTS)
• PBRL 1010 Fundamentals of Strategic Communications and Public Relations (6 ECTS)
• PBRL 2400 New Media Messaging (6 ECTS)
• MDST 2200 Ethics in the Media (6 ECTS)
• ADVT 1940 Introduction to Marketing Communications (6 ECTS)
• SPCM 2400 Persuasion (6 ECTS)
• PBRL 2920 Writing for Public Relations (6 ECTS)
• PBRL 3600 Public Relations Case Studies (6 ECTS)
• MDST 3300 Media Law, Ethics & Policy (6 ECTS)
• MDST 4110 Digital Culture and Media (6 ECTS)
• PBRL 4250 Media Relations (6 ECTS)
• MDST 4500 Political Communications (6 ECTS)
• PBRL 4960 Global Strategic Communication Campaigns (6 ECTS)
• SPCM 4500 Conflict Resolution (6 ECTS)
• SPCM 4600 Communications Theory (6 ECTS)

Discipline Core Module 2: Methods

• ANSO 2720 Introduction to Measurement and Statistics (6 ECTS)
• MDST 4200 Media Research (6 ECTS)

Practical Training Module

This includes two practical applications courses that will enhance the student’s third and fourth year experience in terms of hands-on, applied, professional development.

• MDST 3599 Independent Study (4 ECTS)
• PBRL 4300 Crisis Communications and Issues Management (6 ECTS)
• MDST 3260 Global Media Practice (6 ECTS)

Students may choose 36 ECTS from any of WVPU’s course offerings. However, students are recommended to select up to 36 ECTS from the following pre-approved list of discipline-specific courses:

• ADVT 2350 Introduction to Visual Communications for Advertising and Public Relations (6 ECTS)
• ANSO 2060 Culture and Communication (6 ECTS)
• MDST 2800 Media, Diversity and Society (6 ECTS)
• MNGT 3540 Digital Marketing (6 ECTS)
• MNGT 3510 Management of Integrated Marketing Communications (6 ECTS)
• PBRL 2800 Organizational Internal Communication (6 ECTS)
• POLT 1070 Introduction to Political Theory (6 ECTS)
• SPCM 1280 Interpersonal Communication (6 ECTS)
• SPCM 3500 Presentations for Media Professionals (6 ECTS)
• SPCM 3600 Rhetoric (6 ECTS)

• MDST 4620 Thesis (8 ECTS)

Please see WVPU’S Thesis Guidelines for more information on Thesis requirements, as well as the Media Communications Department undergraduate guidelines on Connections (for current students).

Purpose and Scope

This Study Plan and Regulations delineates the specifications of the program Bachelor of Arts in Strategic Communication (BA), including the profile and learning outcomes, the structure of the curricula, program development and the criteria for admission and conferment of a degree.

This study plan and regulations is applicable to all students pursuing the Bachelor of Arts in Strategic Communication starting on or after September 1, 2021. It pertains to the degree (BA) offered by WVPU which is accredited by the Agency for Quality Assurance and Accreditation Austria in accordance with the Private Universities Act §2 and §3(1). The requirements for U.S.-accredited degrees conferred by Webster University based in St. Louis, USA may vary slightly. Students are encouraged to consult with their advisor for details. 

 

Overview Table

 

Profile and Learning Outcomes 

WVPU’s Bachelor of Arts in Strategic Communication program thoroughly examines the communicative practices within and among organizations and their constituencies. Students undergo a rigorous program of scholarly training that prepares them to carry out requisite levels of research and proceed into more advanced studies. Students learn how to apply theoretical knowledge in written and oral demonstrations and build a professional toolkit preparing them to understand the nuances of digital media literacies, both as a producer and as a consumer of media texts. They acquire advanced knowledge and develop skills and competencies in public relations, advertising, media studies and speech communication as well as knowledge management, negotiation, leadership, persuasion, corporate and crisis communication, promotions and communication campaigns. Through exposure to and participation in faculty research as well as interaction with an array of experts and prominent external lecturers, students gain valuable insight into how to use strategic writing and message creation, research, audience analysis, persuasion and social media skills to create communication strategies. They learn to work independently as well as to collaborate with others on constructing and communicating strategically important messages in a professionally sound and ethical manner in line with WVPU’s profile and objectives. 

Graduates of WVPU’s Bachelor of Arts in Strategic Communication can perform tasks at a very high professional level. They possess an in-depth theoretical and practical knowledge of modern communication strategies and their workforce-ready skills prepare them for leadership positions. They are critical, independent thinkers capable of collaboration and leadership, able to deal with comprehensive challenges in changing contexts, able to take on and manage projects, and take responsibility for decision-making. The program’s strong focus on research, methods, and analysis combined with frequent exposure to real-world cases and practical exercises ensures that its graduates can develop innovative approaches to solve known and unforeseen problems. They are thus fully qualified for the degree they earned, professionally ready to begin their careers and make a difference, and they possess the scholarly foundation necessary to pursue an advanced degree. As a result, many of the program’s graduates will take up position in organizational and corporate communication in both the public and private sectors working on promotional campaigns, public relations, media consultation, digital messaging, as well as managing social media while others will go on to successfully complete advanced academic degrees.

 

Learning Outcomes

Students who complete this program will be able to:

1. Apply the acquired knowledge, skills and research methods to the completion of an original thesis in strategic communication.
2. Gain exposure to global connectivity and interactivity through the exploration of corporate, social and political environments across borders.
3. Apply current communication and media technologies to address clients’ problems related to advocacy and/or reputation management.
4. Demonstrate knowledge of the fundamental theories and ethical best practices of strategic communication. The learning outcomes of the Bachelor of Arts in Strategic Communication program align closely with those of NQF Level VI[1] in all areas of knowledge, skills, and competence. 

 

Bachelor of Arts in Strategic Communication Learning Outcomes

 

Curriculum Overview and Workload

The Bachelor of Arts in Strategic Communication curriculum is organized into five modules and a thesis. The five modules include the Common Core Module (72 ECTS), two discipline specific Core Modules (108 ECTS), a Practical Training Module (16 ECTS), and a Discipline Enrichment/Electives Module (36 ECTS). The program concludes with the successful completion of a thesis (8 ECTS).

Full time students working toward the Bachelor of Arts in Strategic Communication will usually carry a course load of five courses per semester (30 ECTS). For most courses in the program, a notable exception being the thesis, students attend 36 hours of courses over an 12 week calendar period and respectively conduct an additional 114 hours of self-learning. Students working toward the Bachelor of Arts in Strategic Communication can complete the program in a minimum of eight semesters.

Each of the core Competency Courses (CC), Discipline Courses (DC) and Enrichment Courses (EC) are offered on a regular basis, usually at least once a year. Full course descriptions, individual learning outcomes, details about ECTS, weekly study schedules and assessment criteria are available in each course syllabus, available via WVPU’s publicly accessible course schedule. 

 

Curriculum Overview

Common Core Module (72 ECTS)

The Common Core Module consists of 12 courses taken over the duration of a student’s studies providing a foundation for understanding the social impact of science and scientific methods. 

^{*These courses also counts toward the Methods Road Map.}

^{**Types of courses include: Competency Courses (CC), Discipline Courses (DC), and Enrichment Courses (EC)}

^{***[IL] – Interactive Lecture, [SE] – Seminar, [PT] – Practical Training, [CO] – Colloquium, and [TH] – Thesis}

^{****AT/SL = Attendance (in-class hours)/Self-Learning (time devoted on subject out of the classroom)}

In addition to these 12 courses (72 ECTS), students seeking a Bachelor of Arts in Strategic Communication take an additional 12 ECTS in research methods training as part of their Core Module 2, satisfying the remaining requirements of the Methods Road Map. 

 

Discipline Core Modules (108 ECTS)

Discipline Core Module 1 (96 ECTS)

Discipline Core Module 2 (12 ECTS)

^{*These courses (12 ECTS) toward the overall 24 ECTS requirement of the Methods Road Map.}

Practical Training Module (16 ECTS) 

This includes three practical applications courses that will enhance the student’s third and fourth year experience in terms of hands-on, applied, professional development and may take the form of the design of an actionable crisis communication plan, strategic communication simulations, press release writing for specific case studies, persuasive speech delivery, video recording, contextualized debriefing and related activities. 

 

Discipline Enrichment / Electives Module (36 ECTS)

Students may choose up to 36 ECTS from any of WVPU’s course offerings. However, students are recommended to select up to 36 ECTS from the following pre-approved list of discipline specific courses: 

^{* ADVT 1940 is a prerequisite for this course
** May be cross listed with or substituted by MDST 1160 Communication for Media Professionals}

 

Thesis (8 ECTS)

 

Roadmaps and Course Sequencing

Students working toward the Bachelor of Arts in Strategic Communication can complete the program in a minimum of eight semesters. Graphical roadmaps for the program illustrate a typical student’s progression through the degree, with special attention given to course sequencing within the major. Curricula in this program develop as students progress through their studies. For that reason, adhering to prescribed course sequencing is an essential component to success. The course syllabus or WVPU’s publicly accessible course schedule both list course prerequisites, if any. Additionally, each program roadmap denotes courses with prerequisites with an asterisk (*).  

Advisors are available to assist students with degree planning to help ensure proper course sequencing. Though most students will adhere to their respective program roadmap, advisors can help develop individualized degree plans when the situation warrants deviation from the roadmap. Advisors must approve all course registration requests before they are processed. Advisors also consult on issues related to academic and career goals, and university resources. 

The Communications Department reserves the right to waive or adjust course prerequisites as necessary.

 

Program Development and Enhancement

The Bachelor of Arts in Strategic Communication program is subject to WVPU’s systematic Internal Quality Management System which incorporates continuous assessments and involves the Executive Board, academic department heads and the University Senate. This ensures that its learning outcomes and the content of its curriculum impart advanced knowledge in the discipline while delivering the skills and competencies requisite for a bachelor’s degree. WVPU’s quality management processes include a triannual program review and assessment of learning outcomes, course evaluations and an annual review of academic polices and processes, semi-annual performance reviews with units and employees and collected stakeholder feedback through semi-annual meetings and surveys supported by the university’s internal information systems. 

At the course level, each syllabus (including criteria and methods of assessment) is reviewed and approved by the department at least one semester prior to being published on the university’s course offerings, ensuring that learning outcomes are clearly stated and appropriately paired to the course’s content and assessment criteria. All students have access to the syllabus before the course begins, and in addition, faculty are required to review the syllabus on the first day of class. During the running of any course students interact with both the faculty member and the department’s administration alerting them to any problems that might arise and triggering procedures based on academic policies and procedures, particularly with reference to disputes between students and faculty.

The base selection of course offerings for any academic year is determined two years in advance through regular planning sessions. The process includes consultation with representatives of student government and incorporates additional student feedback through face-to-face meetings, town halls and anonymous course evaluations. Teaching assignments pairing faculty to courses are completed one year in advance. Prior to assigning a course to a faculty member, the department head verifies the individual’s qualifications and experience as an instructor. Students evaluate all first-time instructors in the third week of their course to provide feedback and allow for corrective measures if necessary. 

Other continuous processes also play an important role in sustaining and enhancing the integrity of the program. The university solicits semiannual student feedback on degree programs through student focus groups involving 30-minute structured dialogues at the start of selected courses. Additionally, the head of the department takes part in monthly video conferences with global partners to evaluate Communication programs, adding and shaping curricula and course content to meet WVPU student needs and national regulations while also integrating partner experiences from around the world. Department representatives participate in on-going process evaluation measures providing suggestions on how to improve subject relevancy, program competitiveness, research components and technology to align with those used in international business, management and marketing sectors. 

 

Admission to the Study Program

Admission to the Bachelor of Arts in Strategic Communication program follows the General Admission Requirements for Undergraduate Programs.

Requirements for Conferment of the Degree 

WVPU confers the academic degree of Bachelor of Arts in Strategic Communication following the successful completion of all modules as stated in the Curriculum Overview and Workload and in accordance with the following rules:

1. Candidates must complete all modules (240 ECTS) as stated in section 3.1 Curriculum Overview.
2. Students must successfully earn 170 ECTS in residence at WVPU, including: 

1. 1. all courses in the Common Core (72 ECTS) - ^{For students joining prior to fall 2021, the Common Core requirement is considered satisfied with the successful completion of all of Webster University’s GCP components and Methods Road Map courses. For those students, the in-residence requirement for the CCM is waived.}
   2. all courses in the Discipline Core Modules (108 ECTS) 
   3. all courses in the Practical Training Module (16 ECTS) 
   4. all courses in the Discipline Enrichment / Electives Module (36 ECTS)
   5. a bachelor thesis (8 ECTS)
   6. all required courses must be completed with a grade of C- or better

The University reserves the right to approve and assign transferred credits as equivalencies to courses, which could result in fewer than 170 overall ECTS completed in residency. 

 

WVPU Policies and Student Obligations

WVPU policies support and maintain the highest quality of education and service level for students. All students attending WVPU are obliged to adhere to university academic policies, including the Study and Examination Guidelines and the Code of Conduct. Students are solely responsible for familiarizing themselves with all applicable university policies and procedures including those dictating academic standards. 

Students are also fully responsible for managing their degree progress in compliance with the curriculum. This includes, but is not limited to: ensuring schedule accuracy each semester, adhering to all registration and payment deadlines, proactively addressing any issues that may interfere with degree progress, exclusively using the university assigned email address for all academic-related correspondence and observing course-specific deadlines and policies. 

WVPU retains the right to update policies and procedures. Students will be informed of any such changes in a timely manner.