Overview

If you're passionate about creativity, strategic thinking, and shaping brands through communication, the WKU AD Major offers an exciting and fulfilling career path. Advancing technology, changing consumer behavior, and new media platforms are providing employment opportunities in well-paid, hi-tech fields. Relevant classes, real-world projects, competitions, and hands-on internships will prepare you to launch your own brand or for careers in media, agency, or corporate advertising.

Specific objectives of the Advertising major:

• Acquaint students with important concepts, methods, and examples of successful advertising communication strategies;
• Provide students with training to make strategically sound analysis of advertising decisions;
• Provide students with opportunities to apply knowledge and creativity to real-world advertising situations;
• Develop students' ability to present well-reasoned conclusions and recommendations in written and oral presentations and to encourage continued self-education and personal development.

Overview

The major in Broadcasting (reference number 726) requires a minimum of 46 semester hours and leads to a Bachelor of Arts degree.

In addition to meeting institutional requirements for graduation, the Broadcasting major must have a minor or second major outside of the School of Media and Film Studies that is approved by the major faculty advisor. Students may not select a minor in film studies or from those offered within the School, unless taken as a second minor.

No course with a grade of “D” or below may be counted toward this major or used as a prerequisite. One-half of the hours in the major must be at the 300- or 400-level. Only 3 hours of internship or co-op may be counted within the major. One-hour workshops may be repeated in different topics up to 4 hours. Only 3 hours of workshop credit may be counted within the 46-hour major.

Overview

The Communication major prepares students to understand and apply communication theories and concepts that explain human interaction across contexts and provides students a platform for understanding the diverse ways communication creates, maintains, and transforms relationships, organizations, institutions, and society.   Communication graduates possess strong interpersonal, writing, and critical-thinking skills, which are highly valued in a wide array of fields. Therefore, they have the flexibility to explore diverse career paths and industries according to their interests and specialties. Recent graduates hold positions in Corporate Communication, Sales, Nonprofit Management, Social Media Management, Digital Content Creation, and Employee Relations.

Students will complete a set of core courses covering different aspects of the discipline including organizational, interpersonal, and intercultural communication.  Additionally, students select courses on message strategies such as persuasion and crisis communication, specialized contexts such as health, sport, and leadership, and other electives tailored to different interests and career goals. 

Overview

The BFA in Film Production is a pre-professional major providing an immersive, conservatory-style educational experience for students pursuing a career in the film industry. Hands-on instruction in pre-production (writing, producing), production (directing, cinematography, production design), and post-production (editing, sound, visual effects, animation) provides students foundational concepts and practical skills which are reinforced through their work on short films. Film studies courses emphasize critical and analytical thinking through the study of global film culture, history, and aesthetics.

BFA in Film Production students will rotate through “below the line” (technical) and “above the line” (creative) roles on two short film production cycles, leading to a final thesis film cycle where seniors choose an area of emphasis (directing, cinematography, producing, production design, editing, sound, animation). By the time of their graduation, every BFA in Film Production student will be ready to enter the workplace with nearly 30 student film credits for their resumé.

Overview

The major in Film provides undergraduates a strong foundation in both film production and film studies. This combination allows students to gain the practical skills to succeed on a film set in both “below the line” and “above the line” roles, to experience the mechanics of film production in industry and independent settings, and to develop facility in critical and analytical thinking through the study of global film culture, history and aesthetics.

Overview

The world of journalism is changing. However, the need for excellent journalists is not. The Journalism major grounds its curriculum in the skills that all employers within the news media and professional communications want: strong writing and editing skills; excellent storytelling skills; the ability to find and process complex information, and share it in a way that helps others understand it.

The core of the curriculum remains reporting, writing, and editing for print and the Web. That core is joined by a range of classes aimed at developing a foundation in multimedia storytelling: digital photojournalism, audio-visual gathering, and editing; and Web site development and content delivery. Ethical and professional standards, First Amendment principles, and media law concepts are incorporated throughout the curriculum to complete the program.

Student learning outcomes of the Journalism program:

• Demonstrate an understanding of the principles and laws of freedom of speech/press, professional ethics, cultural proficiency, and the historical role of media institutions in shaping communications
• Apply analytical reasoning skills using tools and technology appropriate to the discipline in the research, presentation, and evaluation of information
• Demonstrate the ability to do ethical journalism
• Demonstrate the ability to think critically

Overview

Accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) and certified by the Public Relations Society of America (PRSA), the Public Relations major emphasizes applied research, data and analytics, strategic campaign planning, targeted written communications, digital storytelling, and ethical practice. Public relations is a planned process to influence attitudes and behavior using strategic communications. We prepare students for a career in public relations/strategic communications with skills in critical thinking, writing, digital analytics, research, program planning and management, creative problem solving, and relationship building with key publics. Those publics include media, consumers, employees, government, opinion leaders, communities, and many more.

Virtually all segments of the public and private sectors throughout the world draw employees from public relations graduates. Our graduates work as communications tacticians, strategic planners, digital storytellers, and management counselors. They may specialize in employee relations, community relations, social media communications, crisis communications, public affairs, media relations, or several other disciplines within the professional arena.

Specific objectives of the Public Relations major:

• To promote a broad understanding and appreciation of the expanding and important role of public relations in modern society;
• To increase knowledge and develop skills required for positions in the public relations field; 
• To instill high standards of ethical conduct;
• To build a foundation for lifelong learning and advanced education in public relations.

Program Requirements (18 hours) 

One-half the hours in the minor must be at the 300- or 400-level.

Program Requirements (21 hours)

The minor in journalism writing requires a minimum of 21 hours. Students pursing the minor can gain valuable knowledge and skills in professional media writing and journalistic storytelling.

¹

The prerequisite for JOUR 301 includes PS 110, which may be applied toward Colonnade requirements.

²

One selected course must have a JOUR prefix. Additionally, some courses among these have prerequisites. Please check the catalog.

Half of the hours in the minor must be at the 300- or 400- level.

Overview

Digital Advertising enables businesses to track consumer behavior, create targeted campaigns, and optimize their communication strategies based on data-driven insights. By studying digital Advertising, you’ll gain knowledge of various digital tools, techniques, and media platforms that enhance brand visibility and drive revenue growth. If you're passionate about creativity, strategic thinking, and shaping brands through communication, WKU’s Digital AD Certificate offers a unique opportunity to add highly marketable skills to your current major.

Overview

A focused educational experience designed to empower students with the communication strategies and production skills necessary to build and enhance their personal brand in the digital age. Covers topics such as personal branding strategy, content creation and digital production.

Overview

Sport Media and Communication is an interdisciplinary certificate, jointly managed by the School of Media and Communication (PCAL) and Sport Management (CHHS). It was created to advance students' skills in:

• Managing communication for sports events
• Producing sport communication content for media following industry best practices
• Analyzing sport media and communication from a variety of perspectives

Overview

Strategic Communications focuses on the critical thinking, analytical, and practical skills essential to developing and implementing communications strategies that advance an organization’s goals and missions. The certificate includes instruction in communications management, crisis communications, communications in law and ethics, digital and traditional communications strategies, media relations, social media strategies, traditional and emerging media, and writing for the media. Strategic Communications is about communicating purposefully within the context of a strategic plan. This strategic approach includes generating impactful and relatable messages, selecting the best communications channels for proper message distribution, and evaluating communications efforts against established organizational goals and benchmarks. The undergraduate certificate is an 18 credit-hour program designed to equip students with practical and meaningful skills for strategic communications success. A "C" or higher is required in all courses.

Overview

Communication skills within the workplace are rated by organizations and leaders as important for employee success, regardless of industry. In fact, many employers go so far as to emphasize communication skills such as team communication, problem-solving, and conflict resolution as more important than the technical skills needed for different professions. The Certificate in Workplace Communication is a 15-credit-hour program designed to equip students with practical and meaningful communication skills for workforce success. The certificate allows students to explore their patterns of communication and those of others so that they can construct competent messages for different audiences within professional and organizational settings. Through hands-on learning experiences, students will engage and practice the skills needed to communicate with confidence even in difficult situations.

Overview

The Master of Arts in Applied Communication equips students with the skills and knowledge to excel in today’s dynamic, communication-driven world. Designed for working professionals and those seeking to advance their careers, our fully online program combines theory and practice to address real-world communication challenges. Students will develop expertise in organizational communication processes, designing communication strategies for diverse audiences, and evaluating the effectiveness of communication in achieving specific goals. The curriculum focuses on improving communication processes, fostering engagement, and practicing ethical persuasion to prepare graduates to navigate complex professional environments. Key courses include Organizational Communication, Digital Communication for Organizational Success, Organizational Belonging and Engagement, and Health Communication Campaigns. Through hands-on projects, case studies, and a capstone portfolio, students will gain professional communication skills and knowledge to lead in diverse workplace settings, including corporate, nonprofit, healthcare, education, and government sectors. Whether advancing in their current role or transitioning into a new field, graduates of the M.A. in Applied Communication will be equipped to captivate, collaborate, and lead with confidence.

Overview

The Communicating in Healthcare Certificate is designed to provide students with a deep understanding of the role of communication in healthcare contexts. This certificate will explore interpersonal as well as organizational factors affecting healthcare and will assist students in developing communication strategies and skills. Students completing the program not only will understand how to communicate more effectively within their health profession but also will know how better to communicate with patients to maximize compliance and enhance advocacy.

This certificate provides 9 hours of advanced coursework in communication within the healthcare context. Students will take 6 credit hours of required courses related to health communication and health campaigns, and 3 credit hours of restricted electives from the healthcare administration, public health, or nursing courses. All of the coursework can be completed online and in one year.

Overview

The Communicating in Organizations certificate provides students the opportunity to develop an in-depth understanding of how communication functions in organizations. Using foundational and current research in the field, students are exposed to organizational communication theory and processes. Students will take graduate courses that focus on general organizational communication theory, applied organizational communication, communication within specific organizational contexts, and one other course chosen by participants as especially relevant to their own work and interests.