Communication, Bachelor of Science

A Degree for the 21st Century

The Bachelor of Science degree in Communication provides students a choice of two concentrations: Integrated Marketing Communication and Media Communication. This multidisciplinary program draws upon courses from multiple colleges, providing students the expertise needed to develop highly desirable skills from the College of Technology in visual communication, digital publishing, and multimedia design, with classes from the College of Business in marketing and public relations and the College of Art and Sciences in technical and news writing, communication theory, and media studies.

Program Philosophy and Objectives

This career-oriented program is practical in its approach rather than theoretical. It caters to the 21st-century Communications professional. It serves the new or veteran Communication practitioner and satisfies the Wilmington University mission by offering real-life skills that stimulate competitiveness in the variety of communication skills. The Communication courses are taught by highly qualified faculty who are practitioners in the field. By utilizing the rich experience of actual communication practitioners, students are prepared to begin or continue their careers.

Students entering the degree program with a work background in a communication field may be considered for competency-based credit. Students new to the communication world have the advantage of earning college credit while working through our Cooperative Education program.

For jobs in Advertising, Broadcasting, Print, Digital Media, Public Relations, Public Service, and more.

Students can specialize in either:

Integrated Marketing Concentration

Integrating Marketing Communication (IMC) is the crafting of recognizable and memorable marketing, advertising, and public relations messages using multiple media formats. The goal is to create a “brand” that is seamless to the customer. Whether the customer is being exposed to the message through print, broadcast, or digital formats, the professional strives to create a brand that is unforgettable. The Integrated Marketing objective is to have all of the various modes connect, both visually and logically, in a way that serves both the customer and the business. Students in the IMC concentration study and produce marketing, advertising, and public relations plans, presentations, and reports to help them compete in the 21st century marketplace.

Media Communication Concentration

Media Communication (MC) is a large and dynamic work arena where messages are created by professionals on behalf of an organization to efficiently and ethically deliver information to a target audience. Professionals in this field have strong strategic thinking and persuasive skills and are successful in disseminating information to an audience using a combination of information delivery formats, including print, broadcast, and digital. Media communication provides a two-way interactive relationship between the consumer and the information provider. Professionals also know how to monitor an audience’s response in order to maintain a positive connection with that audience. Students in the Media Communication concentration sharpen their skills through practical experience inside and outside the classroom in preparation for an exciting and competitive 21st century job market.

Program Competencies

In addition to the University’s undergraduate graduation competencies, students will demonstrate knowledge, skills, and abilities related to:

Information Literacy

Conduct valid and reliable research using library resources, including subscription services and other sources generally accepted as legitimate and logical.

Information Technology

Analyze requirements for Information Technology systems using the best practices and current methodologies.

Interpret and summarize the technical knowledge in Information Technology necessary to prepare for an entry-level position in the field.

Analyze the aesthetics of design and its importance in the world of communication and technology.

Ethics

Describe the parameters of ethical behavior in communication professions and apply to a hypothetical situation.

Integrated Marketing Communication (Competencies for IMC track only)

Create persuasive position papers, press releases, speeches, journalistic articles, and technical documents for various distribution modes.

Describe the marketing process and the role of advertising and promotion in an IMC program.

Assess how various environmental and ethical challenges affect the marketing of products and services.

Evaluate the important role that marketing, advertising, and public relations play in relation to meeting the strategic objectives of the organization.

Construct persuasive oral communication to communicate effectively with various constituencies.

Compose a professional portfolio using standard industry terms, language, and style.

Media Communication (Competencies for MC track only)

Interpret design aesthetics in a media environment and explain its importance in the world of communications and technology.

Demonstrate knowledge in technologies of the web, video, and imagery necessary to prepare for an entry level position in the field of communication.

Apply current industry standards and style in collaborating, collection management, and generation of materials and supporting documents. 

Compose a professional portfolio using standard industry terms, language, and style.

Additional course work as needed to meet 120 credits for graduation