Strategic Communication, B.A.

4 Years On Campus Bachelors Program

University of Houston

Program Overview

The Strategic Communication, B.A. at the University of Houston prepares students to plan, create and manage communication for brands, organizations and diverse audiences, combining strategic thinking with professional writing, research, advertising, public relations and corporate communication. Students can tailor the degree through Advertising, Integrated Communication, Organizational/Corporate Communication, or Public Relations Communication, making it a strong choice for students interested in careers across the modern communication industry.

Curriculum Structure:

Year 1: Students establish a broad academic and communication foundation through courses such as COMM 1303: Writing for Communicators and COMM 1307: Media and Society, alongside first-year writing, mathematics, history and government requirements. This stage develops communication, writing and media-awareness skills that prepare students for more specialized strategic communication coursework.

Year 2: Students begin developing stronger professional and research abilities through courses such as COMM 1302: Communication Theory, COMM 2300: Communication Research Methods and COMM 2356: Business & Professional Communication, while completing core, language, minor and elective requirements. These subjects help students understand how communication works, conduct research and communicate effectively in professional environments.

Year 3: The major becomes more specialized with COMM 3360: Principles of Strategic Communication and COMM 3369: Strategic Communication Writing, supported by concentration-specific coursework. Depending on their chosen pathway, students can develop skills in areas such as advertising copywriting, organizational communication, public relations or integrated communication.

Year 4: Students complete advanced concentration coursework, approved communication electives and a COMM Capstone, bringing together the strategic, research and professional skills developed throughout the degree. For example, the Organizational/Corporate Communication pathway includes COMM 4355: Organizational Communication, while the Advertising pathway includes COMM 4360: Media Planning & Placement and COMM 4366: Advertising Account Planning.

Focus Areas:

Strategic communication, advertising, integrated communication, organizational/corporate communication, public relations, strategic planning, professional writing, communication research, media planning, advertising campaigns, corporate communication, digital communication, social media, audience analysis, campaign development.

Learning Outcomes:

Strategic communication planning, professional communication, research and data analysis, audience segmentation, persuasive writing, campaign development, advertising strategy, public relations planning, organizational communication, digital communication, intercultural communication, client communication, critical thinking and presentation skills.

Professional Alignment (Accreditation):

The program is designed around practical communication competencies used in advertising, public relations, corporate communication and integrated communication. The University of Houston's official Strategic Communication information does not list a separate professional accreditation specifically for the Strategic Communication B.A.

Reputation (Employability & Recognition):

The Jack J. Valenti School of Communication reports that it is ranked #15 among Best Communication and Journalism Schools in the Southwest Region, #10 in Texas, and in the top 11% of communication programs in the United States according to the rankings cited by UH. The School also reports 650+ internships offered each year, giving students substantial opportunities to build professional experience before graduation.

Experiential Learning (Research, Projects, Internships etc.)

The Valenti School of Communication places a strong emphasis on applying communication knowledge in professional settings. Strategic Communication students can work with local businesses, individuals and organizations, develop campaigns and communication materials, participate in student-run organizations, complete internships in Houston's major media market and use professional communication technology and production facilities:

• Real-World Client Projects — The Integrated Communication pathway incorporates instruction and application in every class, allowing students to apply classroom concepts while working with local businesses and individuals.

• Valenti Integrated — This student-run agency provides experience working with real-world clients and allows students to apply communication strategy in a professional agency-style environment.

• Pro Bono Campaigns — Valenti students can develop campaigns for nonprofit organizations as part of class projects, giving them practical experience solving communication challenges for real organizations.

• Communication Technology Center (CTC) — The CTC provides communication students with dedicated computer labs, collaborative multimedia stations, technical support and an environment designed to mirror professional communication workplaces.

• Professional Software — CTC computers provide access to Microsoft Office, Adobe InDesign, Photoshop, Illustrator, Adobe Premiere Pro, Final Cut Pro and Dreamweaver, supporting writing, design, digital communication and multimedia projects.

• Collaborative Multimedia Stations — Touch-screen multimedia stations provide dedicated spaces for collaborative group work and communication projects.

• Media Production Studios — The Valenti School maintains two full-scale production studios and a control room, giving students access to professional-style production environments.

• Internships — Valenti reports 650+ internships offered each year, with students able to access opportunities across Houston's communication, media, public relations and corporate sectors.

• Houston Industry Experience — Public Relations students, for example, have access to internship opportunities with organizations such as the Children's Museum, Houston Zoo, City of Houston Mayor's Office, Houston Methodist Hospital and Houston Rockets, as well as PR agencies.

• Professional Organizations — Students can participate in organizations such as the Public Relations Student Society of America and American Advertising Federation, gaining networking and professional-development experience.

• Career Workshops & Networking — Valenti hosts career events focused on résumé development, interviewing, networking and workplace skills, including events connecting students with communication and marketing professionals.

Progression & Future Opportunities

The Strategic Communication, B.A. gives graduates a flexible foundation for careers in advertising, public relations, corporate communication, marketing communication and strategic communication. Because students can specialize while developing transferable writing, research, campaign and audience-engagement skills, the degree can support communication careers across business, nonprofit, media and government environments.

Typical career options: Strategic Communications Specialist, Public Relations Specialist, Advertising Account Executive, Corporate Communications Specialist

• University Career Support — Valenti works with University Career Services on career events that help students strengthen résumés, cover letters, interview skills and professional networking.

• Internship Pipeline — The School reports 650+ internships offered annually, giving students opportunities to gain relevant experience and build employer connections before graduation.

• Industry Connections — Valenti's career events connect students with communication, marketing and media professionals, while Houston provides access to a major business and media market.

• Real-World Client Experience — Students can build practical experience through Valenti Integrated, nonprofit campaigns and client-based coursework, strengthening their portfolios and professional readiness.

• Professional Network — The Valenti Alumni Association maintains connections between alumni and the School through networking and social events, while alumni work in public relations, advertising, corporate communication, media and other communication fields.

• Graduation Outcomes — Valenti alumni include public relations professionals, advertising executives, corporate communication executives, digital storytellers and other communication leaders, demonstrating the range of professional directions available after graduation.

• Employment & Salary Figures — The current official Valenti sources reviewed do not publish a Strategic Communication B.A.-specific employment rate or graduate salary figure, so a program-specific salary should not be presented as a guaranteed outcome.

• Long-Term Professional Value — The degree develops strategic planning, communication research, professional writing, campaign development and audience-engagement skills that can remain valuable across changing communication technologies and industries.

Further Academic Progression: Graduates can continue into graduate study in communication and related fields. The University of Houston's Valenti School offers an M.A. in Communication with concentrations including Health Communication, Journalism and Mass Communication, Public Relations Studies, and Global and Intercultural Communication, providing a natural pathway for students who want deeper professional, research or academic expertise.