Revised 1/17/13
For Registrar’s Use only
Code # MCOM15
New Emphasis/Concentration or Option Proposal-Bulletin Change Transmittal Form
X Undergraduate Curriculum Council - Print 1 copy for signatures and save 1 electronic copy.
New Certificate or Degree Program (The following critical elements are taken directly from the Arkansas Department of
Higher Education’s “Criteria and Procedures for Preparing Proposals for New Programs”.) Please complete the following and
attach a copy of the catalogue page(s) showing what changes are necessary..
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Department Curriculum Committee Chair
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COPE Chair (if applicable)
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Graduate Curriculum Committee Chair
Vice Chancellor for Academic Affairs
1. Proposed Program Title
Bachelor of Arts in Communication Studies Emphasis in Public Communication.
2. CIP Code Requested
5.11.6
3. Contact Person (Name, Email Address, Phone Number)
Matthew Thatcher, Arkansas State University, Department of Communication, mthatcher@astate.edu, 870 972 2677
4. Proposed Starting Date
Fall 2014
Revised 1/17/13
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Department of Communication
Associate Professor Marceline Hayes, Interim Chair
Professors: Fowler
Associate Professors: Hill
Assistant Professors: Clark, Hall, Harper, Pan, Randle, Thatcher
Instructors: Moskal, Scott
The Department of Communication offers a Bachelor of Arts in Communication Studies and a Bachelor of Science in Strategic Communication.
Students can emphasize in advertising or public relations in the Strategic Communication Program. Students may choose an optional
emphasis in public communication, interpersonal communication, or organizational communication in the
Communication Studies program.
COMMUNICATION STUDIES PROGRAM:
Communication Studies focuses on the ways that people make use of both verbal and nonverbal messages to generate meanings within various
contexts, cultures, and media. Since 75% of a person’s day is spent communicating in some way, the importance of being able to communicate clearly
cannot be overemphasized. Communication skills are essential to personal satisfaction and academic success, as well as employment.
Courses provide a strong theoretical foundation in communication as well as an emphasis on improvement in practical communication skills. Majors
in Communication Studies have the flexibility to focus on specific areas of interest while obtaining a thorough understanding of communication. Students
may also choose to become involved with departmental activities such as the debate team or Lambda Pi Eta, the national honor society for
communication students.
STRATEGIC COMMUNICATION PROGRAM:
Strategic Communication uses public relations, advertising, social media, and organizational communication to build mutually beneficial
relationships with key stakeholders. Effective organizations use strategic communication to help achieve their goals and objectives and recognize that
Revised 1/17/13
groups inside and outside the organizations are critical to their success. Communication is strategic when it uses research and evaluation to determine
how goals and objectives are effectively reached.
Students graduating from this program will know and understand how to use advertising, public relations, social media, branding, crisis
communication, media relations, research methods and evaluation tools to help organizations communicate with their publics. They will be prepared to
work for companies big and small, governmental agencies, and nonprofit organizations such as universities, hospitals, museums and NGOs.
Students earning a Bachelor of Science in Strategic Communication must complete the following:
1. Take at least 72 hours outside of the three Bachelor of Science degrees offered in the College of Media and Communication.
2. A minor outside of the College of Media and Communication. The minor must be approved by the student’s advisor.
3. Earn no more than three hours of internship credit towards the 120 hours required for graduation.
4. Take a senior exit exam on the study day prior to final exams of his or her last semester of enrollment.
5. Complete an exit survey and submit a resume prior to graduation.
P. 283
Major in Communication Studies
Bachelor of Arts
Emphasis in Public Communication
University Requirements:
See University General Requirements for Baccalaureate degrees (p. 40)
First Year Making Connections
Course:
UC 1013, Making Connections
General Education Requirements:
See General Education Curriculum for
Baccalaureate Degrees (p. 82)
Students with this major must take the
following:
CMAC 1003, Mass Communication in Modern
Society
COMS 1203, Oral Communication (Required
Sem. Hrs.
3
Sem. Hrs.
35
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Departmental Gen. Ed. Option)
College of Media and
Communication Core Courses:
Sem. Hrs.
(See Beginning of Media and Communication
4
Section)
Major Requirements:
Sem. Hrs.
COMS 2313, Communication Theory
3
COMS 2243, Principles of Argumentation
3
COMS 2373, Introduction to Interpersonal
3
Communication
COMS 3363, Communication Research
3
Communication Studies Electives (6 hours must
be upper-level)
9
AD 3023, Principles of Advertising
COMS 2253, Introduction to Health Communication
COMS 3203, Business and Professional
Communication
COMS 3243, Principles of Persuasion
COMS 3373, Gender Communication
COMS 3253, Principles of Listening
COMS 4203, Small Group Communication
COMS 4243, Interpersonal Communication
COMS 4253, Intercultural Communication
COMS 4263, Organizational Communication
COMS 4323, Communication in Personal
Relationships
COMS 4373, Conflict Resolution
COMS 4383, Computer Mediated Communication
COMS 4403, Health Communication
COMS 4423, Narratives in Health and Healing
PR 3003, Principles of Public Relations
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PR 4603, Crisis Communication
Sub-total
30
Emphasis Area (Public
Communication):
COMS 3243
Communication Criticism
COMS 3243 Principles of
Persuasion
COMS 4253 Intercultural
Communication
COMS 431V Special
Problems
12
45
Electives
Total Required Hours:
120
P. 284
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LETTER OF NOTIFICATION – 3
NEW OPTION, CONCENTRATION, EMPHASIS
(Maximum 18 semester credit hours of new theory courses and 6 credit hours of new practicum courses)
1. Institution submitting request:
Arkansas State University, Department of Communication
2. Contact person/title:
Matthew Thatcher, Assistant Professor of Communication
3. Phone number/e-mail address:
870 972 2677
4. Proposed effective date:
Fall 2014
5. Title of degree program:
Bachelor of Arts in Communication Studies
6. CIP Code:
5.11.6
7. Degree Code:
To be determined
8. Proposed option/concentration/emphasis name:
Bachelor of Arts in Communication Studies Emphasis in Public Communication
9. Reason for proposed action:
In response to assessments of student perceptions of the Communication Studies Degree Program, suggestions from program
graduates, a review of similar Communication Studies programs, an analysis of career opportunities for communication
students and internal program assessment, the Department of Communication has decided to create emphasis areas. A survey
of current students within the department found that 100% are in favor of adding the public communication emphasis. 47%
of current students identify they would choose the public communication emphasis if they were just beginning their degree
programs and 35% of students would choose to complete their current program of study under the public communication
emphasis if the option were available starting Fall 2014. These figures indicate the public communication emphasis area to be
the most attractive option for our current students. This emphasis area will appropriately prepare students for careers that
require advanced skills in argumentation, persuasion, and public speaking and prepare students for graduate study in
communication studies and law.
10. New option/concentration/emphasis objective
The Public Communication emphasis area will consider the constitutive role of communication in persuading audiences. This
emphasis area will provide students with advanced critical thinking skills and a practical understanding of rhetorical and
critical cultural theories and methods for analyzing communication artifacts and developing and delivering persuasive
appeals.
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11. Provide the following:
General Education:
CMAC 1003, Mass Communication in Modern Society
COMS 1203, Oral Communication
College Core:
CMAC 2053, Introduction to Visual Communication
CMAC 3001, Professional Seminar
a. Curriculum outline - List of required courses
Core: Each of the following (12 Hours)
COMS 2313
Communication Theory
COMS 2243
Introduction to Argumentation
COMS 2373
Introduction to Interpersonal Communication
COMS 3363
Human Communication Research Methods
Emphasis area courses: Each of the following (12 Hours)
COMS 3433
Communication Criticism
COMS 3243
Principles of Persuasion
COMS 4253
Intercultural Communication
COMS 43V1
Special Problems
Communication Studies Electives (9 Hours)
b. New course descriptions
No new courses are being offered.
c. Program goals and objectives
The Department of Communication goals and objectives are: To provide rigorous study in human communication theory,
research, and practices for the purposes of advancing the study of communication and developing ethical and competent
communicators.
d. Expected student learning outcomes
The learning outcomes from the emphasis area are the same as the department goals.
1. Identify and describe communication concepts and theories
2. Analyze and evaluate communication phenomena
3. Intervene and correct communication problems
4. Design and deliver effective communication messages
5. Conduct and evaluate communication research
6. Discuss the importance of difference and diversity in communication
12. Will the new option be offered via distance delivery?
No
13. Mode of delivery to be used:
Lecture
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14. Explain in detail the distance delivery procedures to be used:
Not applicable
15. Is the degree approved for distance delivery?
No
16. List courses in option/concentration/emphasis. Include course descriptions for new courses.
Core: Each of the following (12 Hours)
COMS 3433
Communication Criticism
COMS 3243
Principles of Persuasion
COMS 4253
Intercultural Communication
COMS 43V1
Special Problems
17. Specify the amount of the additional costs required, the source of funds, and how funds will be used.
No new costs are required to offer the emphasis area.
President/Chancellor Approval Date: Enter date...
Board of Trustees Notification Date: Enter date...
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Vice Chancellor for Academic Affairs
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