In this program, students examine communication practices not only in the corporate environment, but in non-profits, the community, and organizational environments. Course content focuses on how corporations and organizations communicate with their key stakeholders, both internal and external and introduces students to specific communication functions such as image management, crisis communication, advertising, public relations, and new media/communication technologies. Communication and public relation theories are explored through the lens of practical applications. Through readings, discussions, and hands-on applications, students are introduced to practices that reach a variety of stakeholders including media, customers, investors, employees, media, government agencies, and communities.
This program is an intensive learning experience that will prepare you to be a flexible communicator and practitioner with excellent management, research, writing technical and social skills. This program is well suited for anyone looking to make a career change, move up in his/her career or just wants to better his/her communication skills. Regardless of your career path, communication skills are important. All organizations need employees with strong management skills, the ability to communicate persuasively, create collateral and online messages, and motivate others. The Certificate in Corporate Communications provides you the opportunity to learn, practice and hone your skills, so you are ready to make an impact in the organization of your choice. Throughout the program, you’ll gain knowledge from other students and acquire important professional skills from hands-on exercises. You’ll also learn from expert instructors. Corporate Communications is a career-focused program that emphasizes public relations research, a global perspective, and active learning.
After completion of the CorporateCommunications Certificate, students should be able to:
- Apply appropriate communication skills across settings, purposes, and audiences;
- Demonstrate knowledge of communication theory and application;
- Practice critical thinking to developinnovative and well-founded communication efforts for a wide variety of corporations;
- Target specificstakeholders with creative,well executed communication practices;
- Build and maintain healthy and effective relationships;
- Use technology to communicate effectively in various settings and contexts;
- Demonstrate appropriate and professional ethical behavior.
Required Courses (5 courses)
|STCOM||100||Introduction to Persuasive Techniques|
|STCOM||350||Digital & Social Media|
|PA||360||Communication in Organizations|
STCOM 100 – Introduction to Persuasive Techniques
This course is aimed at providing students with an understanding of how to apply persuasive theories in writing. There are two units throughout the semester: 1) an introduction to persuasive theory; 2) an introduction to how to use these persuasion theories in a variety of communication writing tasks and practice in applying various persuasive devices in common writing components found in corporate and organizational communication settings. Uniting these components will lead to an ability to craft strong organizational messages that appeal directly to the target public. (3 Credits) Spring
STCOM 220 – Corporate Communication
In this course, students examine communication practices in the corporate environment. Course content focuses on how corporations communicate with their key stakeholders, both internal and external to the corporation, and introduces students to specific communication functions such as image management, crisis communication, advertising, public relations, and new media/communication technologies. Corporate communication and public relations theories are explored through the lens of practical applications. Through readings, discussions, and hands-on applications, students are introduced to practices that reach a variety of stakeholders including media, customers, investors, employees, media, government agencies, and communities. (3 Credits) Spring
STCOM 350 – Digital & Social Media
This course provides students with an introduction to the history, theory, technology, and uses of social media. Social media (such as Twitter, Facebook, blogging, etc.) are technologies that enable individuals to create, collaborate, and share messages with audiences of all sizes. Students will explore the best practices of social media including the limitations and possibilities and will have hands-on experience with several forms of social media technology. Those who complete this course will know how to use social media productively, and have a framework for understanding and evaluating new tools and platforms. Overall, students will become confident in using social media networks to engage with their prospective and current customers and accomplish their business goals. (3 Credits) Spring
PA 360 – Communication in Organizations
Prerequisite: POLSC 100 or PA 201 or PA 202 or consent of instructor A study of the nature and importance of communications in complex organizations such as corporations and agencies. Topics include communication theory, theory of organizations, managing communications in organizations, and effects of communication on behavior and attitudes. (3 credits)
STCOM 420 – Strategic Planning in Communication
Prerequisites: STCOM 220 This course investigates the various uses and roles corporate communication employs, with a specific focus on how to be a though leader for communication efforts within a corporation/organization. This course begins by defining a communication campaign, and attaining students recognition of the steps needed for best practices. Students will then analyze corporate/organizational communication efforts through the strategic planning model (RPIE). The executive communication functions of investor relations, employee relations, community outreach, media practices, government relations and public affairs are explored. This course is a required course for the Certificate in Corporate Communications. (3 Credits) Spring or Summer I