New Beginnings: Research, Insight, and Application – STCO 681

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 11/30/2020

Course Description

This course provides the student with a personalized career-oriented framework for successful completion & application of this graduate program.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.


This is not a simple research course. It is a course that walks the many types of students from a variety of adult backgrounds through the process of coming up with an insight into a promotion/marketing situation, and then applying that insight. So research, in this case, is to come up with an insight that suggests a solution, then applying it. We are not so much studying research as we are walking through the use of research to develop strategic solutions for growing organizations/products/services/nonprofits etc. in the market. So we are teaching action-oriented research. We generally will not be talking about significance tests, etc., but we will talk about the value of quantitative and qualitative in deriving an insight, for focus groups in allowing us to see into the mind of the consumer, etc.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Formulate and apply life and career strategies using the strategic communication practices and digital principles gained in this graduate program. 
  2. Examine the processes creating and applying strategic insights for an organization powered by digital, social, and interactive media.
  3. Apply research insights to the growth of an organization, its products, and/or its services.
  4. Explain the advantages of a Christian worldview in generating and applying research insights.

Course Assignment

Textbook readings and interactives

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (4)

Discussion boards are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt for each forum. The first discussion board is an introduction video. For the following forums, each thread must be 400 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be 200 words. Each thread and reply, in total, must contain at least 1 reference from the textbook reading and 1 biblical reference. Current APA format must be used.

Chapter Case Studies (7)

Chapter Case Studies are self-administered, guided problems that follow each of the readings. The purpose is to walk the student through the readings, emphasizing the points that will provide the foundation for understanding the overall importance of storytelling and touching narratives in communicating the benefits of an organization and/or its products and processes. 

Course Project

The Course Project will focus on an organization that has used research to successfully shape a consumer narrative and marketing communication plan. The final product will include a 10–14-page paper and a video of at least 30 seconds.

Exams (3)

Each exam will cover the Reading & Study material for the assigned modules/weeks. Each exam will be open-book/open-notes and contain multiple-choice and/or true/false questions.