The online Master of Arts in Mass Communication with a specialization in Global Strategic Communication includes 33 credit hours: 30 hours of coursework plus three final credits in the capstone course. Program curriculum is guided by an advisory council of top industry professionals, and all courses are taught by leading faculty of the University of Florida.
For those not pursuing a MAMC, there is an option to earn a graduate certificate. For more information on the graduate certificate, click here.
Strategic Communication Ethics and Concepts (3 credits)
This course introduces the discipline of strategic communication and the ethical issues that can arise from its practice. Students are given a background in important concepts in strategic communication, including branding, target audiences, technologies of strategic communication, the history and evolution of strategic communication, and other topics. Armed with this knowledge, students are introduced to the schools of ethical thought, and via projects and assignments apply these to real-world strategic communications contexts.
Applied Strategic Communication Research Methods (3 credits)
This course provides an overview of common mass communication research methods. Specifically, we will discuss content analysis, experiments, surveys and focus groups. Students learn the benefits and shortcomings for each method. In addition, the course covers introduction to experiments, surveys, content analysis, sampling, measurement and laboratory applications.
International Public Relations (3 credits)
Public relations is practiced by all types of private, public, nonprofit, activist, and non-governmental institutions that progressively engage in building and maintaining relationships with stakeholders in many locations worldwide. This course explores the subjects of global and domestic diversity and multiculturalism that affect the public relations profession, the professional, the specialized practices, and the engagement of stakeholders. Students incorporate social and other interactive media channels in their projects and assignments to analyze the main concerns affecting the management of the public relations function, such as transnational crises; coordination and control mechanisms (i.e., integration and localization efforts); professionalism levels; trends; and the practitioners’ social roles, responsibilities, and competences.
Foundations of Intercultural Communications (3 credits)
Success in the new global business environment requires executives, managers and staff who are knowledgeable about cultural differences and who know how to communicate effectively in increasingly diverse local, regional, national and global markets. This course sensitizes students to various factors which influence intercultural communication effectiveness, equipping them for success in the multicultural and global workplace of the 21st century. Students demonstrate their mastery of the subject through written reports, discussions, exercises and a final paper or project.
International Issues Management and Crisis Communication* (3 credits)
This course focuses on practical applications of theory and research to identify and strategically manage issues that can materially affect the continuity of global organizations. Emphasis is placed on preparing managers for effective communication during crises, including the formulation of a strategic crisis communication plan.
Corporate Reputation and Communication* (3 credits)
This course examines the fundamental roles that communication plays in corporate reputation affairs, including its production, conceptualization, dimensions, topics and attributes, monitoring, measurement, evaluation, management, effects, valorization, and valuation. The course prepares students involved in corporate reputation consulting, as well as those who are in strategic planning, market research, competitive intelligence, and general management. Through interactive projects and assignments, students explore the various roles communication plays in reputation building, maintenance, change, repair, defense and evaluation.
Global Activism and Social Change Communication* (3 credits)
This course will delve into activism and social change from a local and global perspective in order to enhance student perspective of social change as it manifests via popular media and community action. As part of the course, students will incorporate social and other media as is appropriate to critically analyze public debates around national and global political issues in order to better understand the depth of community organizing and breadth of human rights activism. This course will also introduce and analyze activist rhetoric, strategies for social justice, and methods for inter-movement organizing. Students will leave this course with the tools necessary to engage in strategic communication from a global activist framework.
Public Affairs Communication (3 credits)
This course will provide an understanding of successful public affairs communication and campaign strategies on behalf of public affairs/policy organizations, nonprofits, corporations, governmental entities, trade associations, political candidates, and elected officials.
Creative Storytelling (3 credits)
Storytelling is an essential part of strategic communication, and digital technology and social media have expanded the power of “the story” in helping organizations persuade and influence key audiences. This course will instruct you how to harness the power of effective storytelling and apply storytelling techniques across multiple channels. It will review and examine the oral tradition, historical and cultural significance, and evolution of storytelling as well as the importance and relevance of storytelling in communication. You will learn and apply strategies and tools for creating effective print, digital and visual stories. We will explore best practical applications for implementing and disseminating stories across a variety of media to tap into and leverage the current and exciting communication landscape.
Global Strategic Communication Professional Capstone Project (3 credits)
The final course in the program requires students to demonstrate that they can integrate and apply all important facets of what they’ve learned in their courses. Students identify a real organization that requires a global strategic communication project to solve an important problem for that organization. During the semester, they will create a strategic plan using elements from their previous courses. They will then execute a project that helps the organization achieve its strategic communications objectives.
First Concentration Semester
Organizational Theory and Behavior
Why do people behave a certain way in an organizational environment? What factors affect job performance, employee interaction, job commitment, leadership and managerial styles? This course examines individual and group elements of human behavior in a work environment and determines its impact on job structure, performance, communication, motivation, leadership, etc. Simulations, experiential exercises and cases are used to demonstrate these concepts.
Technology for Business Transformation
What is information technology? How does information technology impact the efficiency and productivity of an organization? Using case analysis and problem solving exercises this course explores the critical factors affecting business success through the use of information technology. Business strategy issues, uses of business intelligence, e-business technologies, streamlining business operations, creating an environment that builds innovation and organizational transformation are discussed in detail.
Second Concentration Semester
Marketing Concepts and Strategy
How do you attract customers and keep them? How do you know the demand for your products? Understanding the customer’s needs and satisfaction is one of the most vital elements of a successful organization. This course examines the fundamentals of brand and market evaluation from a flexible, customer-oriented marketing perspective. This includes the concepts, analyses, and activities that comprise the management of the marketing function as well as practice in integrating the marketing mix elements to solve marketing problems.
Financial Accounting and Theory
How do you record an organizations financial transactions? How do you determine the financial strength of an organization? Financial accounting uses standardized guidelines to keep track of a company’s financial transactions. This course is an introduction to corporate finance and accounting from the viewpoint of the financial manager. Major topics include fundamental concepts, financial theory, time value of money, cash flow valuation, stocks and bonds, capital budgeting, and risk and return. Emphasis is on the concepts and standards for financial reporting in corporate accounting.
Students in the graduate certificate track complete four courses from the master’s track. Enrolling in the graduate certificate is a popular option for some students, as the application process does not require taking the GRE. Then, while taking these courses, a student can also prepare for and take the GRE. Upon successful completion, students can transfer into the master’s degree track for Audience Analytics, Global Strategic Communication, Public Relations or Public Interest Communication. Learn more about the graduate certificate. Read more about the certificate here.