Strategic Brand Consulting & Communications Track

The Strategic Brand Consulting & Communications Track (SBC&C) covers advanced topics in brand strategy, marketing research, integrated marketing communications (IMC) and digital media. 

Using the American Advertising Federation's National Student Advertising Competition as the catalyst for hands-on learning, the track teaches students how to use quantitative and qualitative research to uncover consumer insights that support brand strategies and guide the creation of effective IMC campaigns. Students will also become proficient in Adobe Creative Suite (e.g., Photoshop, InDesign) and the video production process and gain experience with actual databases used by brand managers, marketing analysts, and media planners. 


The SBC&C Track is open only to fourth-year Commerce students who are accepted into the Promotions program, which makes up the required nine hours of the 12-credit-hour track. Therefore, Commerce students in the Promotions program need to complete only three additional elective credits from an approved list of courses (see below) to complete the track. Note: Promotions is open to ALL UVA students; the track is open to only Commerce students. The application process for Promotions starts in January of the third year.

Selection Criteria

All Commerce students accepted into Promotions are eligible to enroll in the SBC&C Track. Criteria for acceptance into Promotions, and therefore eligibility to enroll in the track, include past academic performance; a demonstrated desire to work in a marketing related role such as brand strategy/management, advertising, digital media, etc.; past relevant work experience; the ability to think strategically and creatively; a clear sense of purpose for enrolling in Promotions; and an understanding of what is required to be successful in the program.

Promotions Class

Promotions is a yearlong, 9-credit-hour program open to all fourth-year UVA students. Former Promotions students have majored in Architecture, Economics, Media Studies, Mathematics, Biology, and Commerce, to name a few. Using the American Advertising Federation's National Student Advertising Competition as a catalyst for hands-on learning, students develop an integrated marketing communications campaign to solve a real business problem for a real client, and then pitch their ideas to industry experts. Students in the program gain experience in conducting primary consumer research (qualitative and quantitative), developing brand strategies, and executing advertising and media plans.

Track Coursework

Required Courses (9 credits in the Promotions sequence)

  • COMM 4371 Strategic Brand Consulting & Communications
  • COMM 4372 Integrated Communications & Digital Campaigns
  • COMM 4373 Strategic Brand Consulting & Communications Media Lab
  • COMM 4374 Integrated Communications & Digital Campaigns Media Lab

Elective Courses (3 credits)

  • COMM 3200 Project and Production Management
  • COMM 4250 Digital Innovation
  • COMM 4251 Digital Safari
  • COMM 4260 Business Analytics
  • COMM 4263 Intro to Cyber Security
  • COMM 4350 Customer Analytics & Brand Strategy
  • COMM 4370 Digital Strategy & Analytics
  • COMM 4380 Consumer Behavior & Marketing Strategy
  • COMM 4559 Big Data Marketing Analytics
  • COMM 4559 Business Analytics with R
  • COMM 4559 Business Analytics with Python
  • COMM 4559 Persuasion & Influence
  • COMM 4641 Public Speaking & Persuasion
  • COMM 4643 Advanced Business Speaking
  • COMM 4660 Management Consulting and Advisory Services
  • MDST 2010 Introduction to Digital Media
  • MDST 3202 Digital Media and Publishing
  • MDST 3701 New Media Culture
  • MDST 3755 Social Media and Society
  • MDST 4102 Qualitative Methods in Media Audience Research
  • MDST 4802 Intermediate Documentary Production
  • PSYC 2150 Introduction to Cognitive
  • PSYC 2300 Introduction to Perception
  • PSYC 4150 Cognitive Processes
  • PSYC 4290 Memory Distortions
  • PSYC 4300 Theories of Perception
  • SOC 4050 American Society
  • SOC 4140 Sociology of Consumption
  • SOC 4850 Media, Culture, and Society

Note: Admission to the track does not guarantee admission to any of the classes above. Instead, the list of electives is meant to provide a broad set of courses consistent with the objectives of the track.


Connect With Us

McIntire’s Office of Undergraduate Admission collaborates with prospective B.S. in Commerce students, helping in a variety of ways.

We encourage prospective students to contact us early in the admissions process to take advantage of all of our advising opportunities, including academic advising, information sessions, and other events, or to connect with a student ambassador. 

Learn More