After more than a decade of teaching in the University of Iowa’s Master of Arts in Strategic Communication (MASC) program, Eric Nelson has seen the industry, and the classroom, change dramatically. What hasn’t changed is the program’s ability to adapt.
“I think we’ve done a great job of identifying what students need and creating the right courses and faculty to meet those needs,” Nelson said. “Our graduates are advancing in their careers, getting promotions, and applying what they’ve learned right away—and that’s the best proof that we’re doing something right.”
Nelson teaches three key courses—Digital Strategic Communication, Copywriting for Strategic Communication, and Digital Analytics for Strategic Communication, all designed to help students stay ahead of industry shifts. He builds and updates each course from the ground up based on what’s happening in the real world.
That mindset is built into his classes. Nelson challenges students to engage with current industry blogs, thought leaders, and real-time examples so they can connect classroom concepts to what’s happening right now in the field. His students often find that these insights translate directly to their jobs.
“Digital marketing and advertising change at an incredibly rapid rate,” he said. “My goal is to make sure students stay intellectually curious and proactive. You have to keep learning, following the right people, exploring new tools, and paying attention to how communication is evolving.”
Embracing AI—with intention
One of the biggest changes Nelson has seen is the rise of artificial intelligence in communication. Rather than shying away from it, he encourages students to explore how AI can enhance their work.
“It’s not going to replace you, it’s here to support you,” Nelson explained. “AI can help you brainstorm ideas, polish drafts, or even create audience personas, but the persuasion and emotion still have to come from people.”
In his digital strategy courses, he’s guiding students to use AI strategically, whether that’s analyzing audience data, testing content ideas, or creating synthetic personas that help marketers understand their target audiences more deeply. “It’s all about using these tools with intention,” he said. “You have to plan, experiment, and measure what’s working so you can focus your energy where it matters.”
Keeping MASC ahead of the curve
When Nelson reflects on how the program itself has evolved, he sees a clear throughline: relevance.
“The program has grown to meet the needs of today’s communicators,” he said. “We’re reaching students across industries and across the country because what we teach applies anywhere people need to communicate strategically.”
From digital strategy to analytics to storytelling, the MASC program continues to adapt to new trends while staying rooted in the fundamentals of strong, purposeful communication.
“Strategic communication isn’t about posting for the sake of posting,” Nelson said. “It’s about communicating with intent, knowing your audience, understanding what they need to hear, and delivering that message in the smartest way possible.”
And for Nelson, that’s the key to staying ahead: a blend of curiosity, adaptability, and strategy, the same qualities he sees thriving within the MASC program today.