BBA Corporate Communication and Public Relations

Program Features

This baccalaureate degree program is designed to prepare individuals to fill the business-related communications role in a virtual or traditional environment. The BBA in Corporate Communication and Public Relations offers the student an integrated education, combining studies of both business and communication in a global context. It prepares students for the communication and management challenges of businesses by emphasizing leadership, innovation, entrepreneurship, and effective communication. This program provides a solid foundation in project management, business, Web communication, corporate communication, and international communication.
This degree incorporates three major curriculum themes: (1) global business communications, (2) organizational communications in the traditional and virtual environments, and (3) training (development and assessment). This major focuses on understanding, exploring, and mastering technology as a tool for communicating and collaborating in a global environment. A training component is included so graduates who have mastered emerging communication technologies will be equipped to train others in the uses and applications of these technologies. Students complete an electronic portfolio of work samples and projects. This program is available online, and offers the flexibility to meet the demands of working professionals. To facilitate transparent communication, beginning with the first course in the major, hardware configurations and software programs are provided for all degree seekers.

Career Benefits

Daily lives are increasingly influenced by advancements in technology, and the demand for skilled communicators in these fields continues to grow. One of the fundamentals of today's successful businesses is effective communication both internally and externally, face-to-face, across the country, or around the globe. Mastering both fundamental and virtual communication skills will provide a competitive edge in the Information Age. According to the U.S. Department of Labor, employment in this area is projected to grow faster than average; keen competition is expected for entry-level jobs. The need for good business communication skills in an increasingly competitive global business environment will peak demand for these workers in organizations of all types and sizes.

Jobs are concentrated in service-providing industries such as advertising, health services, educational services, communication firms, financial institutions, and government agencies. This program’s focus on new and emerging technologies, plus the training component, positions graduates to succeed in the global and virtual environment, and to adapt quickly and easily to new technologies as they are developed and implemented in the business environment.

Program Learning Outcomes

Upon completion of this degree, the graduate will be able to:

  • Summarize communication theory and trends
  • Use, evaluate, and modify different communication strategies and Web 2.0 technologies in a traditional or virtual business setting in global contexts
  • Create and maintain one or more virtual, Web-based communication channels
  • Implement and incorporate excellent writing and editing skills into all facets of corporate communication
  • Demonstrate the ability to think strategically, and gain a global perspective on communications and public relations
  • Demonstrate clear and concise writing skills and leadership in the digital world

Required Courses

  • GRN 375 - Business, Society and Sustainability

    This course will serve as an introduction to sustainability and its implications for business and society. The focus of study will include sustainability challenges that impact business and its dealing with society and the environment. The business community on both the local and global level will be studied with a focus on the drivers behind creating and sustaining a cohesive way to respond adequately to a changing social environment and environmental consciousness.

  • MTH 3440 - Quantitative Business Analysis

    This course provides a comprehensive coverage of the critical thinking skills used in statistical analysis. Areas of study include probability, random variables, discrete and continuous distributions, hypothesis testing, confidence interval, correlation, and regression.

  • MGT 4000 - Management Skills Seminar

    This course provides students with the tools to successfully inspire, empower, and develop people. Students will learn advanced skills in planning, organizing, leading, and controlling individuals and teams. Skill development topics such as meeting facilitation, communication, conflict management, and stress and time management will be studied. Current trends will be featured.

  • ECO 3200 - Managerial Economics

    This course provides a managerial viewpoint of macro- and microeconomic concepts that shape business environments. Macroeconomic topics include national accounts and income determination; monetary and fiscal policy; Federal Reserve System; and employment, inflation, and growth. Microeconomic topics include market structure, price theory, and supply and demand. The emphasis in this course is the business manager’s viewpoint, building an understanding of the relationship of economic theory to management practice and decision making.

  • BCS 4400 - Technology and the Organization

    Today's competitive business environment requires managers at all levels to understand the role technology plays in the organization. By challenging the paradigm of how students currently view the role of technology in the organization, the student is moved to view technology as a tool to gain competitive advantages in the marketplace.

  • QTY 4320 - Quality Management

    This course will explore the interaction of quality theory and classic management theory. Students will learn how organizations use quality practices and policies in normal operations. Participants will familiarize themselves with the history and philosophy of quality and its practical application in business, industry, education, health care, and government. Different approaches to performance improvement, including models and standards, will be explored. Students will demonstrate the ability to apply these theories to improve organizational performance. The content of this course is drawn largely from materials for individuals preparing to take the ASQ Manager of Quality/Organizational Excellence Certification Examination.

  • ACC 402 - Managerial Accounting

    This course explores basic managerial accounting concepts used to support business decisions. Topics include basic cost concepts, product costing methods, activity-based costing, cost-volume-profit analysis, standard costing, budget preparation, and relevant cost analysis.

  • ACC 4012 - Financial and Managerial Accounting

    This course introduces fundamental concepts in financial accounting, which are used to create financial statements for external users. The focus is on the accounting cycle and financial statement preparation (primarily the income statement and balance sheet).

  • MKT 4350 - New Media Theory and Practice

    This course will examine new media channels such as Twitter and Facebook. Additionally, it will cover interactive marketing opportunities beyond Web sites, including blogs, vlogs (video blogs), forums, e-mail campaigns, social networking, communities, podcasts, mobile media, game theory, and virtual reality. The implications of social media marketing on customer loyalty and engagement will be explored.

  • MTH 1800 - Introduction to Business Statistics

    The ability of students to enhance their capacity to gather and analyze meaningful data using a variety of statistical techniques, is essential to business success. Topics include graphical and numerical descriptive methods for describing data, such as frequency distributions, measures of central tendency, and dispersion.

  • MKT 4150 - Interactive Marketing

    This course explores marketing principles combined with Web-based strategies in an effort to reach customers and build individual relationships. Tools such as electronic advertising, direct e-mail, and electronic commerce are studied. Value analysis will be used to determine the individual customer’s contribution to profit, Web metrics, and analysis of buyer behavior.

  • MGT 4200 - International Business

    This course stresses the synergy/connection between environment and culture, and the strategy and functions of business management. It further provides an overview of the functions of business in an international context. Basic economic principles are studied in international markets including micro- and macroeconomics, fiscal and monetary policies, and banking. Factors affecting foreign trade and multinational business are explored, especially the various social, political, technical, and economic complexities of doing business in foreign countries.

  • LAW 3200 - Business Ethics and Legal Issues

    This course provides an understanding of the body of legal principles that govern the structure and conduct of business organizations. This survey course covers such topics as the legal environment of business, regulatory environments affecting business, business-to-business relationships, and business ethics and social responsibility.

  • FIN 2000 - Introduction to Business Finance

    Students will understand financial terms, financial statements, financial ratios, and how they affect the operations of a business corporation. This course is meant to be an introduction to finance and accounting for all students who may have budget, profit and loss responsibilities, and intend to contribute to the financial success of their companies. This is a basic finance course for students aspiring to be entrepreneurs and non-financial professionals.

  • ENG 1600 - Business Composition

    Students will acquire writing skills necessary to prepare for advanced business courses. Students start at a fundamental level, beginning with an introduction to writing, moving on to writing strategies, and concluding with methods of development. This course presents writing as a means of exploring, developing, confirming, and communicating ideas. Students will apply the basic principles of language structure and become more familiar with APA documentation.

  • ECO 2500 - Macroeconomics

    National and international economic policies have powerful and direct effects on business operations. Business fluctuations, inflation, unemployment, monetary and fiscal policies, and international trade are discussed in the course.

  • BAC 3000 - Business Research and Communication

    This course introduces the transfer student to academic resources: distance technology; project-based learning; working in teams; academic policies, processes and expectations; and the accelerated learning environment. Cleary’s online environment is introduced and explained. Students learn how to use electronic resources to conduct research, analyze findings, and report results in written and oral form. The research and writing processes are introduced and used to create academic papers and business reports. Plagiarism and academic ethics are discussed and students learn how to properly acknowledge research sources using APA format. Students learn to make effective formal presentations for local and remote audiences.

  • CAS 140 - Presentation Techniques

    This course will teach students to use presentation applications such as PowerPoint and Prezi. Topics include planning a presentation (including the technical aspects of presentation, incorporating graphics, animations, sounds, and importing objects from Microsoft Word and Microsoft Excel.

    NOTE: For the ABA degrees, the requirement is CAS 107 and CAS 111 or CIS 150. See the course catalog or your advisor for more details.

  • CAS 135 - Microsoft Excel Applications

    Students will learn all aspects of Microsoft Excel. Topics include: basic spreadsheet applications, worksheet creation, use of formulas, formatting, printing, charting, statistical, financial, and logical functions, and Excel add-in functions.

    NOTE: For the ABA degrees, the requirement is CAS 107 and CAS 111 or CIS 150. See the course catalog or your advisor for more details.

  • FIN 400 - Financial Management

    Selected topics in both the financial and managerial aspects of financial management for business organizations are studied with the intention of providing a survey of important concepts, issues, tools, and vocabulary that administrators need to effectively manage a business organization. Students will learn how managers and investors use financial statements in order to meet their financial objectives. The goals of the financial manager, the trade-off between risk and return, and the time value of money will be explained. The application of these basic concepts to the valuation of bonds and stocks, capital budgeting problems, and the process for determining capital structure will also be emphasized.

  • COM 400 - Advanced Business Communication Methods

    This course re-introduces students to a variety of concepts: interpersonal communication, group communication, cross-cultural communication, and communicating across time and distance. At the conclusion of this course, students will be more effective at workplace communications – both internally and externally. A very important aspect of COM 400 is learning about business and communication practices in other countries. The course is designed to strengthen interpersonal communication skills in professional correspondence and to apply effective meeting skills in face-to-face group interactions. Finally, small group decision-making techniques are explained and practiced.

  • ENT 405 - Creativity and Innovation

    Creativity, innovation, and risk taking are essential to the success of the entrepreneur. This class will aid students in unlocking their inner potential and focus on “thinking outside the box”. Students will also learn strategies for dealing with rejection and negativity.

  • COM 320 - Impact of Technology on Workplace Communication

    What is the current state of global workplace communications? How are legal and ethical issues influencing communications policies and practices in business? This course examines these issues and modern theories of global technology. New concepts and research in interpersonal, group, organizational, and public communication as they apply to the virtual work environment are introduced. Students will review and analyze theories and research findings, and assess the impact of technology on communication patterns. Web 2.0 tools for workplace communication and collaboration (blogs, wikis, podcasts, audio/video conferencing) will be introduced. Social communication tools will be identified. Students will have an opportunity to examine the practical applications of these concepts and tools.

  • PJT 495-9 - Senior Project I-V

    Students complete the required directed study BBA Senior Project course sequence at the end of their undergraduate degree program. Each two-credit course serves as a prerequisite for the successive course (that is, PJT 495 is a prerequisite for PJT 496, and PJT 496 is a prerequisite course for PJT 497, etc.) During this thirty-week, five-course sequence, students select project topics and complete their projects guided individually by senior faculty mentors. Preference is given to selecting topics that solve problems or make contributions for the students’ employers by applying business concepts students learned in their majors. Project types may include: primary research, a business or new product plan, marketing audit, implementation plan, a process or product improvement, or an analysis of a significant workplace problem. Successful completion of PJT 495-499 requires a grade of C or better in each class.

  • COM 460 - Public Relations – Communicating to the Internal and External Public

    This course explores the techniques and media used to influence special publics including the news media, trade publications, advertising, local events, and meetings. Students study successful examples of public relations campaigns in addition to designing their own campaigns. The course further examines events and situations that actually or potentially threaten an organization’s viability and various methodologies to develop an effective crisis communication plan which includes multiple stakeholders.

  • COM 340 - Presenting and Persuading in the Virtual Environment

    Producing compelling, persuasive communication, while addressing the increasingly interactive nature of digital media, is an essential skill in today’s global environment. Analyzing audience characteristics, examining elements of message construction (both verbal and visual), and the relative differences between traditional and digital media are all studied and applied. Students will improve their abilities to communicate effectively with diverse audiences and learn to evaluate and develop their own methods of persuasion using both digital and traditional media. Students present impromptu, informative, training, and persuasive speeches.

  • ACC 2411 - Principles of Accounting I

    This introductory course examines the basic principles of accounting. Students work through the entire accounting cycle by analyzing and posting business transactions, recording adjusting journal entries, and preparing basic financial statements. Accounting systems and controls are also covered.