If you're a working professional looking to enhance your understanding of strategic communication, it could be time to pursue an advanced degree like a Master of Arts (MA) in Strategic Communication that covers the foundational topics and skills needed to shape narratives, influence public perception, and drive organizational success.
No matter if you are working in public relations, corporate/nonprofit communication, or advertising, an MA in Strategic Communications can help you expand your skill set and advance your career. With a better understanding of everything this program entails, you can determine whether it's the right choice for you.
Overview of the MA Strategic Communication Program at UMN
In a world where communication drives perception and success, a strategic communication master's degree can offer the tools, knowledge, and confidence that professionals need to thrive while making a meaningful impact in their respective industries.
Program Snapshot
At the University of Minnesota (UMN), our MA in Strategic Communication consists of 30 credit hours and is designed to be completed in about two years for students who complete two courses per term. Courses are offered on our campus two nights per week, with a curriculum that is specifically built for working professionals pursuing roles in corporate, nonprofit, governmental, and agency settings.
Guiding Principles
UMN's graduate-level strategic communication degree program revolves around strategic thinking, data-driven decision-making, ethical considerations, and cultural sensitivity. Students in this program learn to understand audiences while crafting persuasive messaging and measuring their impact through research and analytics.
Learning Outcomes
One of the primary learning outcomes of this program is for students to emerge with strong analytical abilities, leadership traits, and the ability to develop integrated communication plans that align with organizational goals and outcomes. Courses are taught by experienced faculty who have real-world experience in the field and are able to seamlessly blend academic research with that practical experience.
Degree Relevance in the Job Market
Our MA in Strategic Communication curriculum is also continuously revised to address current trends — ranging from social media influence and crisis management to stakeholder engagement and global communication strategies. This ensures that students are well-prepared for the changing demands of today's dynamic job market.
Foundational Strategic Communications Courses
What kinds of strategic communications courses can you expect to take as part of this program? Our curriculum is designed to cover everything from foundational theories to advanced analytics, leadership and much more. Its comprehensive nature is meant to help graduates navigate the complexities of various roles by transforming them into skilled communicators who can shape brand narratives, manage crises as they arise, and foster strong relationships with stakeholders.
Strategic Communication Fundamentals
Coursework in strategic communication fundamentals is designed to lay the foundation for the rest of this program's curriculum, with specific courses including:
- Business Fundamentals for Strategic Communication
- Strategic Communication Research and Evaluation
Communication Theory and Research Methods
Later on, students delve into classic and contemporary communication theories with frameworks that elevate their understanding of how different messages influence audiences. Courses here include:
- Strategic Communication Theory
- Strategic Communication Leadership
- Strategic Communication and Campaigns
- Crisis Communication
Research Methods
During this program, students also gain valuable skills in qualitative and quantitative research, content analysis, and survey design. Courses teach you how to formulate research questions, gather and interpret data, and apply insights to strategy development.
Ethics and Professional Responsibility
Strategic communication professionals have a responsibility to act ethically and responsibly in everything they do, which requires an in-depth understanding of industry legal frameworks, codes of conduct, and ethical considerations. Students in UMN's Strategic Communication Research and Evaluation course learn to navigate dilemmas with integrity — crucial in an era of misinformation and public scrutiny.
Message Crafting and Storytelling
Before entering more specialized courses, students in this program build essential storytelling skills that help them develop their narrative-writing skills, select the right tone and style, and adapt messaging for diverse audiences and channels.
Advanced Strategic Planning and Campaign Development
In addition to foundational coursework in strategic communication, students in advanced strategic planning and campaign development courses can learn about critical topics such as branding and identity, campaign planning/management, crisis communication, and more.
Campaign Planning and Management
Coursework in this area focuses on strategies related to developing integrated communication plans, from initial objectives and audience segmentation to timeline creation and resource allocation. In these courses, students learn to set measurable key performance indicators (KPIs) while evaluating campaign success.
Branding and Identity
Students in advanced strategic communication courses also explore how brands establish and maintain their identities by studying brand positioning, personality, visual elements, and voice. With an understanding of how brand equity and loyalty are impacted by strategic communication, professionals can better align their own strategies with brand values and goals.
Integrated Marketing Communication (IMC)
Professionals in strategic communication must constantly integrate different tools and resources into their own cohesive plans. In these courses, then, students learn to ensure consistency and synergy across different public relations, advertising, digital marketing, and even internal channels.
Crisis Communication and Issues Management
Strategic communication professionals need to be prepared to tackle worst-case scenarios — and strategic communication course offerings in crisis communication and issues management prepare them to do just that. From learning how to develop crisis response plans to exploring media relations tactics and spokesperson training, this program emphasizes both agility and transparency.
Data Analytics, Measurement, and Evaluation
Data collection, analytics, and evaluation are core components of any strategic communication professional's job. UMN's graduate degree in strategic communication offers plenty of coursework that helps students sharpen these skills to meet the demands of today's data-driven landscape.
Importance of Data-Driven Decisions
Strategic communicators need to understand the ins and outs of data analytics, especially with today's stakeholders demanding proof of return on investment (ROI) more than ever. Coursework in this program covers important strategies and best practices in data collection and interpretation as well as methods for leveraging data from surveys, social media, web analytics, and other sources.
Tools and Technologies
In our career-focused curriculum, students can also learn about key analytics platforms, tracking methodologies (such as UTM codes and conversion funnels), and reporting dashboards that are used in the real world. From there, they can explore sentiment analysis and learn how to attribute outcomes to specific communication methods.
Measuring Success Across Channels
Strategic communication professionals are often responsible for evaluating the success of messages across various channels. In this coursework, students can discover how to set meaningful metrics and draw actionable insights to inform decision-making.
Refining Strategies Based on Insights
Courses in UMN's MA in Strategic Communication emphasize iterative improvement, allowing students to practice adjusting their messaging, timing, and channel selection based on performance data and other insights. This prepares you to continuously optimize your own strategies in the real world for maximum impact and success.
Digital, Social Media, and Emerging Platforms
Strategic communication professionals rely on a variety of platforms to reach their audiences and get their messages across — so UMN's program is designed to help students master the channels and emerging technologies that today's audiences are using most.
Mastering Digital Channels
Throughout this curriculum, students learn how to navigate a range of online platforms (including websites, apps, blogs, and podcasts) to tailor their own messaging strategies and maximize the impact on their respective audiences.
Social Media Strategy
As social media continues to be a primary means of reaching audiences, UMN's MA in Strategic Communication program covers best practices for creating shareable content, managing online communities, responding to feedback, and building a loyal follower base. In this coursework, students also learn about algorithmic changes, platform-specific analytics, and advertising options that they can apply to their own roles.
Emerging Technologies and Trends
The field of strategic communication is highly dynamic, with new trends emerging on a regular basis. Our program is constantly evolving to address the latest trends and technologies, with courses including topics like:
- Influencer marketing
- VR/AR experiences
- Voice search optimization
- AI integration
From here, students can gain foresight into technologies shaping the field and be prepared to use them to their advantage.
Balancing Creativity with Regulation
Courses in the MA in Strategic Communication program at UMN also emphasize balancing creativity and storytelling with adherence to specific platform guidelines, critical privacy laws, intellectual property considerations, and other industry regulations to avoid legal issues.
Global and Intercultural Communication
In today's globalized economy, strategic communication professionals need to be well-versed in global market insights while maintaining a strong sense of cultural sensitivity. UMN's graduate program in strategic communication is designed to cover these topics and more.
Global Market Insights
As more organizations take their operations internationally, strategic communicators need to understand cultural nuances. In UMN's coursework, students learn how to tailor brand messages for diverse audiences while maintaining consistency in the process.
Intercultural Sensitivity
Meanwhile, UMN's coursework focuses on the language differences, humor and metaphor usages, color symbolism, and communication etiquette that play such a central role in the current international business world. Students learn to respect cultural norms and values while avoiding potential misunderstandings and offenses that could create problems for brands.
Case Studies
Students in this program examine successful (and unsuccessful) global campaigns as a means of learning about best practices and common mistakes to avoid. For example, you may analyze how global corporations adapt their branding to local markets or how international NGOs communicate humanitarian aid efforts.
Diplomacy and Cultural Intelligence
Coursework in UMN's Strategic Communication MA also emphasizes the importance of building cultural intelligence. Thus, students enjoy plenty of opportunities to build upon their listening and researching skills to ensure their messages resonate and build trust with their respective audiences.
Leadership, Ethics, and Professional Development
Oftentimes, strategic communication professionals take on critical leadership roles that require strong team management skills along with a solid understanding of ethical and legal considerations within their industries. UMN's program covers these topics and more, helping students enhance their own personal branding and setting themselves up for career advancement.
Leadership and Team Management
Beyond technical skills, strategic communicators must be prepared to lead teams of writers, PR specialists, designers, and analysts. Program coursework prepares students to effectively guide creative processes, resolve workplace conflicts, and foster a collaborative and productive work environment at all times.
Ethical and Legal Considerations
As part of this program, students will also have the opportunity to confront common dilemmas surrounding truthfulness, fairness, privacy, and transparency in the workplace. In their coursework, students can learn to align communication strategies with corporate ethics and legal regulations — which can help them avoid conflicts amid the heightened media scrutiny we see today.
Personal Branding and Career Advancement
Aside from learning technical and leadership skills, students in this program can expect to explore professional development courses and workshops. These can help them build their own unique personal brands while crafting persuasive resumes, portfolios, networking techniques, and interview strategies that may help them advance their careers.
Capstone Projects, Research Opportunities, and Portfolio Development
Aside from formal coursework, students in UMN's MA in Strategic Communication program also work on a capstone project while exploring exciting research opportunities and developing their professional portfolios.
Capstone Projects
In the program's capstone project, students work independently or in teams to solve a real client's communication challenge. By conducting thorough research, developing strategies, and presenting deliverables, students can apply the theories they've learned in the classroom to a real-world situation while gaining valuable hands-on experience.
Research Opportunities
Students in the MA in Strategic Communication also have the opportunity to explore various research opportunities during their time at the Hubbard School of Journalism and Mass Communication. With opportunities in journalism research, media and policies research, and strategic communication research, students can pursue the option(s) that most appeal to their interests and professional goals.
Portfolio Development
By the completion of the program, students will have built a robust portfolio that showcases some of their best work. This will include everything from strategic plans and content samples to campaign analysis work and research reports. These portfolios can serve as valuable assets that impress potential employers.
Making the Most of the UMN MA Strategic Communication Program
Thinking about enrolling in our MA in Strategic Communication at UMN? A few tips can help you make the most of your experience:
Practice Active Engagement
Students are encouraged to participate fully in class discussions, group projects, and workshops as much as possible. A higher level of engagement can help you refine your interpersonal and collaborative skills while optimizing your understanding of course concepts.
Seek Mentorship
You are also encouraged to take full advantage of mentorship and other networking opportunities available as part of the program. This includes reaching out to professors (and attending their office hours), attending guest speaker events, and connecting with alumni for guidance and career advice.
Leverage School Resources
UMN is proud to offer a wide range of resources to students — including writing centers, professional development events, career services, and much more. Whether you need to work on your writing/editing skills, practice for an interview, or seek out new career opportunities around graduation, these resources can be invaluable.
Stay Current with Trends
The field of strategic communication is always changing, so students should be prepared to stay relevant by:
- Reading industry publications (such as the International Journal of Strategic Communication).
- Following thought leaders on sites like LinkedIn.
- Attending industry events (like webinars and conferences) to remain informed and relevant.
Learn More About UMN's MA Strategic Communication Degree
Serious about advancing your strategic communication skills while building your professional portfolio? At UMN, our graduate strategic communication degree could be a great fit. Not only does this program offer plenty of opportunities for ongoing research, skill-building, and mentorship; it's also designed to be completed in just two years with plenty of flexibility with your busy schedule.
Reach out to learn more about our strategic communication degree curriculum, or take the next step by filling out your application today.
