Texas Tech University

Online Masters Requirements

Program Requirements

Students must complete nine courses (27 hours) and a final project (3 hours).
This includes seven required courses and three electives as described below.

Required Courses

MCOM 5366 Seminar in Mass Communication Theory

This course offers a survey of theories common in mass communication research with an emphasis on theories of persuasion. There is a specific focus on current research and application of theory in the practice of strategic communication.

MCOM 5364 Research Methods

This course provides a survey of research approaches commonly employed in fields relevant to the development, dissemination, and evaluation of strategic communication (e.g., public relations, advertising, journalism, and electronic media). The course covers basic components of research practice, with a progressive emphasis on how to use a variety of methodological approaches to design studies useful for improving strategic communication efforts.

MCOM 5310 Strategic Communication Planning & Writing

In a competitive, cluttered, multifaceted communication environment, strategic planning can be the difference between success and failure in achieving organizational goals and objectives. The course will utilize a case method approach to examine strategic communication practices across a variety of contexts. In addition, students will develop a strategic communication plan relevant to their respective areas of interest in strategic communication (nonprofit, corporate, advertising, government, etc.). Plans will be writing-intensive and will include the identification of goals, setting objectives, segmenting target publics, developing messages, and selecting sources and channels of communication, as well as focus on the logistics of message delivery including timing and budget.

MCOM 5312 Media Management, Entrepreneurship & Consulting

This course explores the management needs and entrepreneurial efforts occurring in the traditional and digital media industries, as well as the role that consultants and freelancers play. Topics covered include business strategies, business models, key issues, careers and future considerations for media industry segments, while learning media management strategies and principles of media entrepreneurship and the ways they are applied. This includes examining market competition, technological innovation and value creation in the production and distribution of digital media content, plus pragmatic aspects of media management and media startups such as developing a business model and pitching ideas to executives or investors.

MCOM 5314 Strategic Communication in a Global Environment

Organizations today, from multi-national corporations to nonprofits/nongovernmental organizations (NGOs), must operate in an increasingly integrated world marketplace. This course offers an investigation of the challenges and opportunities involved with practicing strategic communication in a complex, global environment.

MCOM 5316 Communication in Organizations

Examines contemporary organizational practice and organizational communication theory, along with current research and applications of issues related to human communication in workplace settings and other organized institutional structures (e.g., nonprofit, government).

MCOM 6050 Master's Report Final Project (Applied Research Project)

The final project serves as a capstone opportunity for each graduate student to expand his/her skills and gain new insights into the field of mass communication. These projects require students demonstrate mastery of concepts from all of their graduate coursework. Students will be expected to apply mass communication-relevant skills, theory, and research within applied contexts.

Elective Courses (Choose 3)

MCOM 5318 Advanced Social Media Practice

Social media has become pervasive in public relations, advertising, and work in electronic media more generally. This course initially provides a review of best social media practices and then moves on to current trends in research and "real world" practice relevant to utilizing social media in strategic communication.

MCOM 5321 Production of Digital Media Content

Students will put web usage into the context of human-computer interaction and discuss design principles, aesthetics, usability, and interactivity. Students will learn coding basics. This course will introduce students to fundamental Web design, including HTML, CSS, and JavaScript. Students will progress from fundamentals through topic-specific site design and, finally, to an individual final website.

MCOM 5322 Multimedia Story Telling

Course focused on a multimedia approach to storytelling in strategic communication practice. Students will learn the techniques of high-quality storytelling with photos, audio and video with a heavy emphasis on mobile technology, social media, and select apps currently in use in strategic communication.

MCOM 5324 Audience/Data Analysis & Reporting

Increasingly, strategic communication decisions are being driven by data gathered through social media use, search engine utilization, and a variety of media ratings measures. Students in this course will learn how collect, use and analyze data and metrics as a means to understanding reach, target audience opinion/attitude/behavior, and message effectiveness. The class will also focus on how to write up statistics/data for executive summaries, press releases, advertising copy, and presentations.

MCOM 5334 Interpersonal Communication

The course covers research and application of interpersonal communication theory as it relates to human relations in personal and professional contexts. Focus of the course is on theory application and current research.

MCOM 5332 Special Topics in Strategic Communication

A rotating topics course examining best practices in areas related to strategic communication.