We apply the methodology of self-consistent Brownian dynamics simulations to study the selfassembly behavior in melts of semiflexible-flexible diblock copolymers as a function of the persistence length of the semiflexible block. Our results reveal a novel progression of morphologies in transitioning from the case of flexible-coil to rod-coil copolymers. At even moderate persistence lengths, the morphologies in the semiflexible-block rich region of the phase diagram transform to liquid crystalline phases. In contrast, the phases in the flexible-block rich region of the phase diagram persist up to much larger persistence lengths. Our analysis suggests that the development of orientational order in the semiflexible block to be a critical factor influencing the morphologies of self-assembly. Introduction. Recently, the self-assembly characteristics of block copolymers in which one or more of the blocks possess appreciable degree of stiffness has attracted attention in many applications.1 However, in contrast to the well-studied situation of flexible block copolymer systems, morphologies resulting from the self-assembly of semiflexible and rod-like block copolymers are relatively less understood. For instance, experiments on rod-coil block copolymers have suggested rich morphological phase behavior which includes layered smectics, arrowheads, wavy lamellae, zigzags, etc.2 An understanding of the dependencies of such morphologies upon the physicochemical characteristics of the polymers is essential for achieving fruition in the desired applications.There have been some attempts to model the selfassembly behavior of block copolymers containing semiflexible and rigid blocks. Early researches in this context used scaling arguments and/or analytical theories to clarify the self-assembly characteristics for the case in which one of the blocks was "rigid" or rod-like. 3,4 More recently, a number of researchers have also extended the numerical framework of polymer self-consistent field theory (SCFT) (Ref. 5) to address the self-assembly characteristics of such rod-coil block copolymers. 6,7 Despite such advances, modeling the self-assembly behavior of di-and multiblock copolymers containing semiflexible units remain an outstanding challenge. Specifically, in such a context, the mathematical framework of polymer SCFT requires the solution of a diffusion-like equation in the space of two-dimensional orientational vector in addition to the physical space dimensions.