Strategic Communications Concentration

Strategic Communications Studies focus on issues related to media issues management through advertising and public relations activities. The Object of Strategic Communication is related to the identification of stakeholders and the normative arrangement of management of commercial, social and political issues through mass and non-mass media to achieve commercial, social and political objectives. The scope of the study covers the management of commercial, social and political issues through the utilization of marketing communications activities (advertising and public relations). The study of strategic communications is influenced by marketing science, management, sociology and politics. Communication careers related to Strategic Communication Studies include media planners, media analysts, consultants and researchers.

Strategic Communications Courses Description

1) Philosophy of Communication Science

This course is designed to provide a more comprehensive and comprehensive understanding of graduate students to master conceptually theoretical main issues in the philosophy of science and the object of discourse in communication philosophy, primarily related to strategic communication issues.

2) Perspective and Theory of Communication

This course is designed to provide a more comprehensive understanding to advanced students about communication theories covering the history of development, communication levels, and theoretical maps from relevant perspectives. With such understanding, students are expected to have sufficient theoretical supplies to explain the various communication problems encountered in reality, primarily related to strategic communication issues.

3) Perspectives and Theory of Mass Communications

This course is designed to provide students with better understanding of the various theoretical perspectives related to mass communication phenomena that include, among others, micro-meso-macro, progressive-conservative, and critical-administrative perspectives. Through this course students are expected to be able to explain and study the theories of mass communication from various perspectives related to structure, organization, content, audience, and effects. Further implications with such a theoretical understanding students are expected to have a broader theoretical stock to examine strategic communication issues for business, political and social activities.

4) Applied Communication Research Methods

This course is designed to provide an understanding to advanced students to design research designs in a positivist paradigm with a quantitative approach. The given material is related to the research paradigm, the research process, and the preparation of the research design. Understanding and mastery of applied communication research methods is expected to become an important tool for students to examine the issues surrounding strategic communication according to their interests.

5) Theory of Strategic Communication

The course is designed to provide students with advanced understanding of strategic communication theories. Effective communication activities are determined by the ability to process a good message and easily understood by stakeholders. Strategic communications activities help achieve organizational or individual goals more effectively. Understanding the related theories of strategic communication will be able to help and design a successful communication message.

6) Applied Statistics

This course is designed to provide students with an advanced understanding of statistical methods used in issues that arise in the field of communication. Especially with regard to data processing that aims to decision making in the field of communication.

7) Marketing and Consumer Behavior

This course is designed to provide understanding to advanced students about the importance of consumer behavior analysis in determining marketing strategy and marketing communications. The preparation of marketing and marketing communications strategies is linked to the consumer decision-making process in buying, using, and evaluating goods or services, wholly influenced by psychological factors of consumers, the social environment, and culture. The study and understanding of consumer behavior is the basis of product success, pricing strategy, distribution, advertising and communication strategies will help marketers in planning targeted marketing and communications marketing strategies. With this understanding, it is expected that at the end of the lecture students can design an effective and efficient communication strategy according to the target stakeholders.

8) Organizational Communication Management

This course is designed to develop the ability to understand, analyze, and develop organizational communication system management both formal and informal for the effectiveness and efficiency of the organization. A healthy communication system demonstrates the existence of management communication competence that is able to create a climate of communication and organizational culture conducive to empowering employees and adaptive to environmental changes that generate intense competition.

9) Competence of Interpersonal Communication

This course is designed to discuss theoretical thinking about interpersonal competence that includes basic concepts of competence, relationship development, relationship maintenance, and influence in relationships.

10) Strategic Communication Management

This course is designed to provide an understanding and skill in strategic communication planning that can stimulate public support through effective communication for the product and service industries and nonprofit institutions. Limitations of human resources and financial support to commercial and nonprofit institutions often create obstacles to effective communication activity planning. With this lecture students are equipped with the ability to analyze the external environment and internal organization / product and place communication tools and media that fit the purpose of communication to be achieved.

11) Media Industry Management

This course is designed to provide students with an understanding of the mass media management structure (print, electronic, internet) from an economic perspective. The given material emphasizes more positivist approaches regarding the management of the mass media industry internally and the implications of external regulations (Law, Legislation, etc.) to various internal governance practices of mass media. With this understanding of the media industry’s management mechanism, it is expected that students can use it to design a targeted communication strategy.

12) Management and Political Campaign

This course is designed to provide students with advanced knowledge, understanding and expertise on their main strategic communication activities related to political campaign management by utilizing mass media and direct communication on contemporary political issues. The management of this political campaign has a significant contribution to the dynamics of political communication in the ongoing democratic process in the country which is realized in the form of legislative elections, presidential elections as well as direct election of regional heads (regional election). With a better understanding towards the political campaign management, it is expected for an applicable campaign management suitable with the democratic dynamics that occurred.

13) Communication Ethics

This course is designed to provide students with an understanding of the number of problems related to activities in strategic communication. Some of the major issues discussed in this course are the two major schools (teleology and deontology), ethical virtues, crises of confidence in communication, ethical values in communication, moral reasoning, honesty principles, and ethical decision-making. By understanding this ethical issue, students are expected to be able to design a strategic communication based on ethical values applicable in their society.

14) Social Marketing Management

This course is designed to provide students with an understanding of the rationale and position of social marketing in social campaigns. The material given is related to the management of social marketing research, selection of marketing communications targets, designing social products, adoption costs, mobilizing influence groups and preparing social marketing plans. At the end of the lecture students are expected to be able to make an applicable design of social marketing campaign activities.

15) Public Communication

Public communication is a communication act designed to provide information or to persuade audiences (public). In general, public communication discusses public speaking and exploration of the factors needed to develop skills in conducting and evaluating public speaking. In particular, public communication addresses the following:

  1. Anxiety that arises when speaking in public.
  2. Select and limit topics and customize those topics with audience characteristics.
  3. Speaker competence related to the topic he/she chose and present in public.
  4. How the speaker responds to ideas that are inconsistent with his views.
  5. Public speaking ethics.
  6. Factors that make a speaker a credible source.
  7. How speakers can effectively provide information as well as to persuade audiences.

16) Reading Course & Thesis Seminar

A specially designed course with an agreement between students and lecturers and is organized in the form of consultations and tutorials. This course provides students with opportunities to design their learning activities on specific subjects, especially those not offered in regular courses, or if a student wish to gain a deepening of the expertise of a particular lecturer. If the student is interested in a particular subject or topic that can support the preparation of his thesis or academic course then he can discuss it with his lecturer, design his course reading together and draw up agreements on the list of books to read, the timing of the task, consultation time, seminars and how evaluation / assessment will be conducted. The final result of this course is the reading result which will be used as the supporting material for the research proposal of the student thesis for seminar.

17) Thesis

This course is designed to train the sharpness of student analysis on various strategic communication issues in the context of commercial and non-commercial worlds (politics, social, culture) through research activities as per student interest. It is expected to explore one of the existing strategic communication study fields – political, economic, social – can be a provision of expertise of students working in related fields.