ISC Overview

The Integrated Strategic Communication (ISC)** major offers students professional preparation for careers in the allied areas of promotional communication, including advertising; public relations; direct response communication; sales promotion; and digital media promotion. ISC stresses a strategic approach to communication initiatives and is designed to build analytical and critical thinking skills as well as writing and presentation skills. Our students gain a comprehensive understanding of this method while focusing in their chosen area of interest through electives in the creative aspect, public relations or management.

Our ISC degree prepares students by combining theory, practical skills and hands-on experience. Program coursework gives students the opportunity to put their acquired knowledge into action through real-world internships, study abroad, nationally competitive student organizations, and thriving connections with ISC alumni in diverse fields.

Today’s communication professional must be able to navigate a rapidly changing industry, especially in the digital world. Our approach equips students with the necessary tools to be the problem solvers, creative strategists, data analysts and storytellers leading the communication sector today and tomorrow. 

Career opportunities in ISC-related fields include:

Account Executive, Media Buyer & Planner, Advertising Copywriter, Event Planner, Public Relations Specialist, Direct Marketing Manager, Social Media Campaign Coordinator, Brand Manager, Creative Director, Digital Content Manager, Electronic Advertising Specialist, and Sports Promotion Director.

**The Integrated Strategic Communication program has full national accreditation by the Accred­iting Council on Education in Journalism and Mass Communications (ACEJMC).


AREAS OF STUDY

ACCOUNT MANAGEMENT

Account managers create mutually successful relationships between their firm and clients.

Highlighted skills:

Client Relationship Management | Budgeting | Business Objective Analysis | Social & Mobile Media Strategies

CREATIVE ADVERTISING

Creatives craft persuasive messages by transforming ideas into effective words and images. 

Highlighted skills:

Layout & Storyboarding  |  Copy Writing | Presentation Skills  |  Design Principles

DIRECT RESPONSE

​​Direct response deals with identifying a target audience, allowing direct contact between the company and consumer.

Highlighted skills: 

Business planning | Direct Marketing | Database Marketing | Fundraising | Digital analytics

PUBLIC RELATIONS

A PR professional manages and cultivates the relationship between their organization and the public. 

Highlighted skills:

Professional Writing | Media Relations | Public Speaking | Sports Promotions | Event Planning


EXPERIENTIAL LEARNING

In ISC, learning extends beyond the classroom. Our students complete internships and join a variety of different student organizations to gain hands-on experience.

Recent internship sites:

  • Alzheimer’s Association

  • The Coca-Cola Company

  • Nike, Inc.

  • Smithsonian Institution

  • Susan G. Komen

Student organizations:

  • American Advertising Federation (Ad Club)

  • Grehan Associates

  • The Kentucky Kernel

  • Public Relations Student Society of America


STUDY ABROAD

ISC students have several options for earning credit while studying internationally, including several faculty-directed programs. 

Strategic Communication in South Africa: Promoting to the Rainbow Nation

Cape Town, South Africa  |  Summer

Strategic Communication in the United Kingdom

London, England  |  Winter

Promoting the South African 

Wine Industry

Cape Town, South Africa  |  Summer

Branding, Messaging & Digital 

Strategies in London

London, England  |  Summer

Introduction to Fashion Marketing, Marketing Strategies for the Arts, Social Media, and Fashion Show Production, Coordination, and Promotion

Florence, Italy  |  Fall, Spring & Summer