Department of Communication Studies

Media Leadership

media leadership@UNI logo

The Electronic Media Industry Leadership Program


Digital broadcasting, personal media devices, social media, and the Internet are dramatically transforming the electronic media industry. Radio and television will continue to be a part of the electronic media landscape, but will require new and creative approaches to remain relevant and to meet audience needs.

Electronic media of the future will require a new generation of smart, capable, innovative leaders. To meet this need, the Department of Communication Studies began offering a new Electronic Media Industry Leadership Program in Fall 2012. The program is an emphasis within the Electronic Media major.

Media Leadership@UNI emphasizes media trends, economics, marketing and strategic planning along with a comprehensive core in electronic media. Graduates will be prepared to provide direction to electronic media of the future. For a deeper look in to the program, see our video.



Students majoring in Media Leadership will be eligible for a $2,500 scholarship for the 2013-2014 academic year, with opportunities for additional scholarships in future years.  The scholarships are funded with generous support from the Iowa Broadcasters Association.

TV studio producer

The deadline for scholarships is in January.  Go to to apply. 

The scholarship recipients must be enrolled for at least 12 credit hours in the Electronic Media Industry Leadership emphasis program for the semesters in which the scholarship is received. Submit/upload a statement of career interest in Electronic Media Leadership, including interest in media management, sales, and/or media trends and issues and submit/upload names/contacts of three instructors or professionals for reference.



The Program (55 credit hours)

Common Core for Electronic Media Majors (28 hours)

COMM COR 2020 (48C:080) Introduction to Research Methods 3
COMM COR 4124 (48C:124) Communication Theories 3
Electronic Media:
COMM EM 1600 First Year Electronic Media Seminar 1
COMM EM 1611 (48E:021) Electronic Media Literacy 3
COMM EM 1655 (48E:003) Introduction to Electronic Production 3
COMM EM 1659 (48E:071) Beginning Writing for Electronic Media 3
COMM EM 3179 (48E:179) Cooperative Education 3
or COMM EM 3900/5900 (48E:197g) Internship in Electronic Media
COMM EM 4636/5636 (48E:132g) Electronic Media: Law and Policy 3
COMM EM 4644 (48E:195) Senior Seminar in Electronic Media 3
COMM COR 1010 (48J:002) Mass Communication and Society 3


Emphasis: Electronic Media Industry Leadership (27 hours)

Extended Emphasis: Electronic Media Leadership
Communication (choose 3 hours from the following): 3
Group Communication Theory and Analysis
Organizational Cultures and Communication *
Electronic Media:
COMM EM 3651 (48E:136) Electronic Media Sales and Promotion 3
COMM EM 3659 Media Industry Trends and Issues 3
COMM EM 3660 Strategic Media Planning 3
COMM EM 4655/5655 (48E:131g) Electronic Media: Audience Analysis 3
COMM EM 4656/5656 (48E:134g) Electronic Media Management 3
Economics (3 hours chosen from the following): 3
Introduction to Economics
Principles of Macroeconomics
Marketing: 6
Principles of Marketing *
and one of the following courses:
Consumer Behavior *
Advertising and Promotion *
Digital Advertising *

These courses have additional prerequisites as follows:
MKTG 2110 (130:101), MKTG 3113/5113 (130:106g), MKTG 3143 (130:150), and MKTG 3146 (130:160)require either ECON 1031 (920:024) or ECON 1041 (920:053) as a prerequisite. ECON 1031 (920:024) may be used to satisfy Category 5B of the Liberal Arts Core.
COMM 4134/5134 (48C:134g) has prerequisites of MGMT 3153 (150:153) or COMM 3055 (48C:132).
COMM 4322/5322 (48C:144g) has prerequisite of COMM 2344 (48C:004).