Advertising Age 2008 Career Guide

LEARN HOW TO BE A CRITICAL THINKER

Strategic Communications at Columbia

Strategic communications must be created with insight, targeted with precision and delivered through channels that are integrated seamlessly in order to reach the desired audiences with the appropriate messages. Successful communications are tied to business goals and are measured and analyzed to determine whether objectives have been met.

While this philosophy applies equally to multinational corporations and local nonprofits, the practice of this kind of disciplined thinking can easily be derailed. Columbia's Strategic Communications program teaches students to think through issues thoroughly and precisely, and to analyze logically and objectively in order to generate ideas and make discriminating judgments about the positioning of a brand, the focus of an op-ed or the purpose of an online campaign.

Strategic Communications courses are taught by practicing professionals who understand industry needs and make course work relevant. Students are encouraged and supported as they become exhaustive researchers and persistent questioners, pursuing insights and taking risks. They learn to be thorough in their analysis, to be persuasive in defending their ideas and to be concise and articulate writers.

The program provides opportunities to make connections and build relationships with industry professionals as well as encouraging students to uphold professional ethical principles both outside and within the classroom.



WHAT OUR GRADUATES ARE SAYING

"The program provided me with the knowledge, connections and confidence to seamlessly transition from public affairs to brand strategy."

—Hayley Berlent
Brand Strategist, Siegel+Gale

"The degree has given me the confidence, tools and knowledge to be more strategic and proactive with our clients."

—Alona Cherkassky
Managing Supervisor, FH Digital, Fleishman-Hillard

"In the business world, there is a general lack of ability to communicate effectively, often at the most senior levels. You want to be able to inform, but also inspire, motivate and persuade. I've learned to be a strategic thinker and communicator."

—Michael Hellriegel
Exec VP-CFO, Kroll International

"The degree is a great complement to my M.B.A. There was very little overlap in course work, and the communications focus brings a vital perspective to business ethics."

—Mitch Kent
Global Head of Public Relations, Hay Group

"I applied what I learned in real time, and it worked. The program helped me double my revenue. You can go to class tonight, apply the strategy in your business tomorrow and you will realize a significant return on your investment."

—David Lorenzo
Author of "Career Intensity: Business Strategy for Workplace Warriors and Entrepreneurs"
Partner, Gallup Consulting

"The program at Columbia was both a diverse and holistic preparation for all E2E marketing disciplines. I've used all of the training I received in the program in my work."

—Lauren McMinn
Strategic Manager, Global Advertising, American Express