2024-2025 Undergraduate Catalog - R

Nov 21, 2024

2024-2025 Undergraduate Catalog - R

Mass Media and Strategic Communication: Strategic Communication & Public Relations Concentration (2424), B.M.M.S.C.

Bachelor of Mass Media and Strategic Communication (B.M.M.S.C.) - Major in Mass Media and Strategic Communication (2420)

Mass Media and Strategic Communication (MMSC) majors are passionate about storytelling, enjoy creative problem-solving, and want to make a meaningful impact on society. Students work on real-world projects, create effective content, and engage with diverse audiences through print and digital communication channels.

MMSC majors gain a broad foundation in mass media and strategic communication and develop specialized skills in one of the four concentrations. Students enhance their foundational skills and knowledge through the WRAPP (writing, research and information management, audience and strategy, production and performance, and professional readiness) electives within the major. This flexible framework allows students to choose from a range of courses that prepare them for their desired career path.

Concentrations

Students majoring in Mass Media and Strategic Communication may choose from four concentrations:

Broadcast and Multimedia Production
Journalism and Digital Communication
Media Design and Digital Content Production
Strategic Communication and Public Relations

Strategic Communication and Public Relations

Students in the Strategic Communication and Public Relations concentration learn to create purposeful communication to achieve organizational objectives using public relations, advertising, and marketing communications. They develop skills in research, audience analysis, message development, and communication channel selection to effectively engage specific audiences. Public relations focuses on managing relationships and shaping public perception through media relations, crisis management, event planning, community engagement, and strategic messaging. Students gain practical experience through class projects and internships that allow them to plan communication strategies and campaigns for real clients.

Career Opportunities

Graduates find jobs in many areas including:

public relations specialists
social media managers
media relations specialists
crisis communication specialists
corporate communication managers
event planners
non-profit organization directors
healthcare communication managers
political communication specialists
marketing communications coordinators
advertising managers

General Education	38 hours
Major Core Requirements	10 hours
Concentration Courses	63 hours
Minor (optional)	NA
Electives (or other program requirements etc.)	9 hours
TOTAL	120 hours

Dr. Robert Nanney, Chair
305 Gooch Hall
731-881-7546
fax 731-881-7550
rnanney@utm.edu

DEGREE REQUIREMENTS

University Degree Requirements

120 credit hours are required
Minimum 30 credit hours completed at The University of Tennessee at Martin
Minimum 36 credits in upper-division coursework (courses numbered 300-499)
Minimum 60 credits earned at an accredited four-year institution required.
A minimum overall GPA of 2.0 is required.
A minimum institutional GPA of 2.0 is required.
Must meet all General Education Requirements
Must meet all Major Requirements
If a Minor is required, must meet all Minor Requirements
Must meet all Exit Exam Requirements
- General Education Exam
- Major Field Test / Exit Exam
If a student is admitted to the University of Tennessee at Martin with documented entrance deficiencies OR is subject to mandatory placement requirements, then the student must meet those requirements.

COURSEWORK REQUIRED FOR THE DEGREE

General Education Core Curriculum Requirements

Note to students: Some degree programs include required courses for the major that are also options within the University-Wide General Education Requirements. If a student completes a course that simultaneously satisfies both a requirement for the major and a requirement for the University-Wide General Education Requirements, then the student may need to complete additional elective coursework in order to meet the minimum number of credit hours required for the degree.

Major in Mass Media and Strategic Communication (82 credit hours)

Program-Specific Degree Requirements

Minimum 36 credits in upper-division coursework (courses numbered 300-499)
Minimum grade of C is required in all major courses
Minor is not required, but allowed

Course Requirements

Foreign Language Requirement (3 hours)

Complete foreign language through 222; foreign language courses numbered 111 and 122 are prerequisites for 222 unless a student can test out of one or both courses. The foreign language prerequisite courses may count as the required 6 hours of university electives for the degree.

University Electives (6 hours)

Complete six hours of courses not used to fulfill other degree requirements.

Mass Media and Strategic Communication Core (10 hours)

All lower-division courses can be taken during the same semester.

MMSC 110 - Language Competency Credit(s): 1
MMSC 202 - Introduction to Strategic and Visual Communication Credit(s): 1
MMSC 203 - Introduction to Mass Communication and Journalism Credit(s): 1
MMSC 204 - Introduction to Broadcast & Digital Media Credit(s): 1
MMSC 303 - Media Writing I Credit(s): 3
MMSC 304 - Digital Media Production I Credit(s): 3

Concentration in Strategic Communication and Public Relations

Concentration Requirements (18 hours)

MMSC 326 - Principles of Public Relations Credit(s): 3
MMSC 327 - Public Relations Techniques Credit(s): 3
MMSC 329 - Public Relations Strategy and Implementation Credit(s): 3
MMSC 425 - Strategic Communication Campaigns Credit(s): 3
MMSC 491 - Communication Law and Ethics Credit(s): 3
MMSC 493 - Senior Portfolio Credit(s): 1
MMSC 494 - Senior Seminar in MMSC Credit(s): 2

WRAPP Electives (36 hours)

Required courses for the concentration cannot be used as WRAPP electives.

Writing Electives

Choose 6 hours of adviser-approved MMSC writing courses from the list below, depending on career goals. Students can also choose other department-approved writing courses outside of MMSC. All prerequisites must be met for selected elective courses.

MMSC 200 - Introduction to Media Writing Credit(s): 3
MMSC 305 - Copy Editing Credit(s): 3
MMSC 315 - Broadcast Media Writing Credit(s): 3
MMSC 320 - Writing Features Credit(s): 3
MMSC 327 - Public Relations Techniques Credit(s): 3
MMSC 394 - Special Topics in Writing [Topic Title] Credit(s): 1-3

Research and Information Management Electives

Choose 6 hours of adviser-approved MMSC research and information management courses from the list below, depending on career goals. Students can also choose other department-approved research and information management courses outside of MMSC. All prerequisites must be met for selected elective courses. Must include 3 hours of MMSC 328.

MMSC 306 - Introduction to Research & Information Management Credit(s): 3
MMSC 328 - Public Relations Research Credit(s): 3
MMSC 395 - Special Topics in Research and Information Management [Topic Title] Credit(s): 1-3

Audience and Strategy Electives

Choose 12 hours of adviser-approved MMSC audience and strategy courses from the list below, depending on career goals. Students can also choose other department-approved audience and strategy courses outside of MMSC. All prerequisites must be met for selected elective courses.

MMSC 100 - Survey of Mass Media Credit(s): 3
MMSC 240 - Introduction to Media Design and Public Relations Credit(s): 3
MMSC 311 - Interpersonal Communication Credit(s): 3
MMSC 326 - Principles of Public Relations Credit(s): 3
MMSC 329 - Public Relations Strategy and Implementation Credit(s): 3
MMSC 332 - Small Group Communication Credit(s): 3
MMSC 334 - International Public Relations Credit(s): 3
MMSC 337 - Argumentation and Debate Credit(s): 3
MMSC 338 - Non-Profit Public Relations Credit(s): 3
MMSC 339 - Crisis Communication Credit(s): 3
MMSC 340 - Film Appreciation Credit(s): 3
MMSC 396 - Special Topics in Audience and Strategy [Topic Title] Credit(s): 1-3
MMSC 399 - Special Topics in Communications Credit(s): 3
MMSC 405 - Social Media Management Credit(s): 3
MMSC 420 - Broadcast Management and Sales Credit(s): 3
MMSC 425 - Strategic Communication Campaigns Credit(s): 3
MMSC 470 - Intercultural Communication Credit(s): 3

Production and Performance Electives

Choose 6 hours of adviser-approved MMSC production and performance courses from the list below, depending on career goals. Students can also choose other department-approved production and performance courses outside of MMSC. All prerequisites must be met for selected elective courses.

MMSC 220 - Voice and Diction Credit(s): 3
MMSC 250 - Introduction to Broadcasting Credit(s): 3
MMSC 321 - Principles of Media Design Credit(s): 3
MMSC 322 - Basic Publication Design Credit(s): 3
MMSC 323 - Basic Web Design Credit(s): 3
MMSC 336 - Advanced Web and Multimedia Design Credit(s): 3
MMSC 341 - Photojournalism Credit(s): 3
MMSC 350 - Radio Production Credit(s): 3
MMSC 355 - Broadcast Performance Credit(s): 3
MMSC 360 - Television Production Credit(s): 3
MMSC 363 - Digital Storytelling Credit(s): 3
MMSC 365 - Electronic Field Production Credit(s): 3
MMSC 370 - Broadcast News Credit(s): 3
MMSC 397 - Special Topics in Production and Performance [Topic Title] Credit(s): 1-3
MMSC 399 - Special Topics in Communications Credit(s): 3
MMSC 410 - Advanced Media Design Credit(s): 3
MMSC 455 - Digital Media Production for Corporate Environments Credit(s): 3
MMSC 460 - Broadcast Producing and Directing Credit(s): 3

Professional Readiness Electives

Choose 6 hours of adviser-approved MMSC professional readiness courses from the list below, depending on career goals. Students can also choose other department-approved professional readiness courses outside of MMSC. All prerequisites must be met for selected elective courses. Travel study courses approved by the department may count toward the Professional Readiness requirement. Must include 3 hours of MMSC 475.

MMSC 356 - Communication in Professional Environments Credit(s): 3
MMSC 380 - Practicum in Strategic Communication Credit(s): 1
MMSC 381 - Practicum in Radio Credit(s): 1
MMSC 382 - Practicum in Television Credit(s): 1
MMSC 383 - Practicum in Journalism Credit(s): 1
MMSC 398 - Special Topics in Professional Readiness [Topic Title] Credit(s): 1-3
MMSC 471 - Independent Study Credit(s): 3
MMSC 475 - Internship in Communications Credit(s): 3

Professional Enhancement Electives (9 hours)

To gain additional knowledge or training, students will complete 9 hours of adviser-approved courses within one of the broad areas listed below. No more than six hours may be applied at the 100 and 200 levels. All prerequisites must be met for selected elective courses.

Business
Agriculture & Natural Resources 
Family & Consumer Sciences 
Humanities
Foreign Language
Fine Arts
Behavioral Sciences
Specialized Area of Study

A minor is allowed, but not required, for MMSC majors. However, students choosing to pursue a minor or certificate outside the department can count up to 15 hours of WRAPP and Professional Enhancement electives toward the requirements.

MMSC also offers a minor for students majoring in other academic disciplines.

Mass Media & Strategic Communication Minor

ADDITIONAL NOTES:

MMSC majors have the option to pursue a dual concentration within the Department of Mass Media and Strategic Communication. Students wishing to pursue dual concentrations within MMSC must complete the requirements for both concentrations. Dual concentrations must utilize the same catalog year and be completed concurrently prior to graduation. At least 12 hours must be unique to each concentration.
The Department of Mass Media and Strategic Communication accepts the Tennessee Transfer Pathway Associate of Arts and Associate of Science degrees in Communication Studies and Mass Communication.