Bachelor of Communications Management (Honours)

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Courses - September 2023

Level 1

Course details

Conestoga 101
CON0101

Description:

This self-directed course focuses on introducing new students to the supports, services, and opportunities available at Conestoga College. By the end of this course, students will understand the academic expectations of the Conestoga learning environment, as well as the supports available to ensure their academic success. Students will also be able to identify on-campus services that support their health and wellness, and explore ways to get actively involved in the Conestoga community through co-curricular learning opportunities.

  • Hours: 1
  • Credits: 0
  • Pre-Requisites:
  • CoRequisites:

Design Studio 1
DSGN73400

Description:

Design Studio 1 will introduce students to visual communications including utilizing industry-standard software. As communications professionals frequently manage the design and print process of communication collateral, students will develop an understanding of the design process. Learning how, when and why of design, students will create specific design elements for a variety of communications collateral. The course will provide students with the foundation of design. Using a balance of theory and application, students will understand how design elements can enhance or detract from the message and story

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Academic Communications
ENGL71000

Description:

This course is intended to develop the communication skills required in academic studies, which will translate into useful writing and presentation skills in Canada’s increasingly intercultural professional and technical domains. Students will practice planning, drafting, and revising documents. The complex process of researching, creating, and revising arguments will encourage critical thinking, grammatical writing, and appropriate citation skills. Correct formatting of research papers and effective oral presentation skills will be emphasized.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Introduction to Public Relations
PRLN71200

Description:

This course introduces the practice of public relations and communications management, its history and evolution. Students examine the principles and theory of PR and communications management Including current trends, challenges related to the practice globally, and key stakeholder relationships with media, employees, consumers, government and the community. This course also emphasizes the ethical responsibility of professional communicators toward society at large.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Writing Lab 1
PRLN71230

Description:

Writing Lab 1 introduces students to professional writing and the expectations of a communications practitioner. Students will be introduced to a framework for the writing process that begins with identifying writing goals and target audiences. By applying the framework, students will learn fundamental concepts such as how to identify newsworthy stories and story angles, how to how to write engaging content to targeted audiences, how to ask the right questions to elicit interesting information, etc. As a foundation for future courses, students will be introduced to Canadian Press Style guidelines as the standard for the Communications field in Canada. Students will demonstrate proficiency in applying foundational grammar principles and working within deadlines.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Group Dynamics
SOC71500

Description:

This course will focus on comprehensive theoretical understanding of group process, personal skill development and application through intensive team work. These skills are of critical importance in both professional and social settings. Through guided exploration and application of theoretical paradigms and practical strategies, students will achieve the necessary skills to succeed in and lead effective teams. The course consists in an intensive experiential approach – learning by doing – enabling participants to become effective, practiced team members with experience applying skills necessary for leadership, analysis and evaluation, problem solving, and conflict management. Individual and team activities enhance participants’ skills to work with a variety of personalities in diverse situations, and to effectively assume various professional roles within a team.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Level 2

Course details

Introduction to Business with International Applications
BUS71190

Description:

This course will provide a starting point to understanding the functions of business and the similarities and differences between Canadian business and business operations in other countries. Economic systems and forms of business organization will be evaluated. The major functions of business (management, human resources, production, marketing and finance) will be examined in the Canadian environment and compared to the international environment.

  • Hours: 56
  • Credits: 4
  • Pre-Requisites:
  • CoRequisites:

Multimedia Studio
MDIA71000

Description:

Multimedia communication helps organizations to achieve business goals and tell their stories. This course introduces students to the role audio, video and multimedia tactics play in communications management. Students will gain exposure to and assess the value of current technologies and emerging technologies expected to influence and support the field of communications management.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Digital Media 1
MDIA71010

Description:

In this introduction to Digital Media, students will learn a basic understanding of Digital Media and its role and use in communications strategies and tactics. Social media has shifted communications between organizations and key stakeholders. Students will leverage owned, earned and paid social media to drive awareness, build engagement and conversions. This course will provide students an opportunity to increase brand awareness, identify key audiences, generate leads and build meaningful relationships with stakeholders. Students will learn competitive advantages through the creation and distribution of valuable, relevant and consistent content to attract and retain clearly defined audiences. This course will teach proven strategic principles of social media management rather than focusing on specific social media channels that may change in popularity, enabling students to succeed regardless of the social media platform.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Research 1
PRLN71210

Description:

This course will introduce the student to a variety of primary and secondary research methods used for public relations planning, implementation and evaluation. The student will learn how to select the appropriate research tool and methodology, administer the research, evaluate the soundness of the information gathered, and report results. The student will design and conduct qualitative and quantitative research that includes the use of electronic data bases, on-line methods for environmental monitoring, focus groups, surveys and content analysis. Most importantly, the student will learn that better communications decision-making occurs when they are able to support their professional judgment with research insights.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: PRLN71200
  • CoRequisites:

The Ethics of Advocacy
PRLN71220

Description:

In this course, students are introduced to models of reasoning and the required framework for evaluating and responding to ethical issues in the workplace. They will examine their own values and ethics and how these affect or relate to an organization’s response to an issue; the role corporate and special interest groups play in advocating social, political and economic changes in society; the meaning and value of “news” and truth telling from the sometimes competing perspectives of journalists and professional communicators; codes of ethics within the profession; and the credibility and ethical usage of new technology

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: PRLN71200
  • CoRequisites:

Electives: Interdisciplinary
Student must pass 1 Course(s), selected in the Student Portal from available course options
Interdisciplinary Elective Details

Level 3

Course details

Digital Media 2
MDIA72000

Description:

With Web 2.0 channels such as social media, online forums and review sites, all stakeholders now have influence over an organization’s public perception. In Digital Media 2 students will employ digital PR tactics to engage in meaningful dialogue, elicit positive word-of-mouth and otherwise shape these conversations. Students will create authoritative content via blogs and shareable assets to drive awareness, liking and trust with key publics. They will expand the reach of digital content using search engine optimization and viral seeding strategies. Digital Media 2 provides hands-on experience with social listening software, keyword research and SEO tools, and blogging platforms.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MDIA71010
  • CoRequisites:

Integrated Marketing Communications
MKT72250

Description:

In an omnichannel media marketplace, communication must be managed using a consistent, integrated approach across the organization. This course outlines an evolved definition of integrated marketing communications which champions the importance of weaving together all marketing and communications activities into one clear message and voice, helping students understand how to develop and deliver consistent messaging designed to resonate with target audiences, driving awareness, consideration and sales.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MDIA71010 AND PRLN71210
  • CoRequisites:

Writing Lab 2
PRLN72000

Description:

Writing Lab 2 builds on the foundational concepts introduced in Writing Lab 1. Students continue to develop professional writing skills by exploring and writing different types of feature articles to achieve organizational communications objectives. Students continue honing their writing skills by demonstrating proficiency in applying specific CP style points and grammar principles while working within deadlines.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: ENGL71000 AND PRLN71230
  • CoRequisites:

Media and Influencer Relations
PRLN72230

Description:

This course will examine the important relationship between professional communicators and members of the media. This course will explain the role of the news media, how it operates, and the unwritten rules that govern interaction with the news media. Students will learn how to construct an effective media relations strategy, how to be interviewed with skill and assurance, and how to evaluate media relations within the corporate public relations plan. The course will include discussion about the ethical challenges of global media relations. Non-traditional media will also be examined with a focus on earned media opportunities through influencers.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: PRLN71200
  • CoRequisites:

Organizational Behaviour for Communicators
PRLN73050

Description:

The purpose of this course is to foster the student’s ability to analyze and manage human behaviour in organizations. This course will also present opportunities for personal development by improving the student’s capacity to manage relationships in organizational environments. Topics include personality; values; emotions; attitudes; motivation; team processes; power; conflict; leadership; organizational cultures and organizational change.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Electives: Interdisciplinary
Student must pass 1 Course(s), selected in the Student Portal from available course options
Interdisciplinary Elective Details

Level 4

Course details

Co-op and Career Preparation
CEPR71050

Description:

This series of modules prepares degree level students for job searching for their co-op work terms with the guidance of a Co-op Advisor. Students will examine the co-operative education policies and procedures and will learn the expectations, rules, and regulations that apply in the workplace concerning social, organizational, ethical, and safety issues while deepening their awareness of self-reflective practices. Students will critically reflect on their skills, attitudes, and expectations and evaluate available opportunities in the workplace. Successful completion of these modules is a requirement for co-op eligibility.

  • Hours: 14
  • Credits: 1
  • Pre-Requisites:
  • CoRequisites:

Design Studio 2
DSGN72270

Description:

Visual communications resonate and engage us regardless of cultural barriers. Building on prior knowledge gained in Design Studio 1, students will continue to apply visual design theory, putting design into practice while producing a variety of visual communications strategies and tactics. Students will be introduced to the opportunities and limitations of the creative design process while using industry-standard software tools.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Project Management 1
MGMT72190

Description:

Management of large scale projects is both a science and an art. This course will focus on Project Management as an essential component of managing both international and domestic operations and an evolving professional discipline. All projects are typically complex, are comprised of many components and tasks, and involve a cross-section of different functional teams. The essential knowledge areas which are vital to effective project management (integration, scope, cost, time, quality, human resources, and communication) will be explored in detail. As well, the key processes involved with successful project management (initiation, planning, controlling, executing and closing) will be reviewed. Students will have an opportunity to apply these skills and knowledge to a variety of real world situations.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Event Management
MKT72260

Description:

This course provides students with an understanding of the role events play in strategic communication and in helping organizations achieve their goals. From brainstorming ideas and concepts to project management, budgeting, and audience analysis, the students will explore events as both strategic and creative. The principles of etiquette and professionalism will also be covered. Course concepts will be applied within the real-world event management context.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Writing Lab 3
PRLN72010

Description:

In Writing Lab 3 students will focus on copywriting. Students will examine and apply various types of promotional writing to promote a product, service, organization or cause, including corporate and nonprofit advertising used for communications management and integrated marketing communications tactics. This course will reinforce the principles students learn in Integrated Communications, with emphasis on how professional writing can support a marketing communications strategy, program or campaign.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: PRLN72000
  • CoRequisites:

Research 2
PRLN74010

Description:

This advanced course builds on the skills and the knowledge students learned in the introductory course. It applies critical thinking to the public relations research process, including the question, tools, methodology, and analysis and reporting. Students will study audience segmentation, question bias, the meaning and use of statistics, the responsibilities inherent in reporting results, and the critical reading of research reports. A significant focus throughout will be on the ethics of the research process. Specific communications research through the use of public opinion polling will also be studied. Case studies and reflective discussions will be used to develop a deeper awareness of research and its implications in public relations and communications.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: PRLN71210
  • CoRequisites:

Electives: Interdisciplinary
Student must pass 1 Course(s), selected in the Student Portal from available course options
Interdisciplinary Elective Details

Level 5

Course details

Employee Communications
COMM74005

Description:

This course examines the critical roles of the employee and the manager in the communication effectiveness of an organization. Students will explore managerial communications styles and strategies to meet organizational objectives. Through case study analyses and discussion, students examine effective and ineffective communications strategies and discuss the challenges to effective employee communication

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Studies in English Vocabulary, Diction and Style
ENGL72170

Description:

This course teaches the origin of scientific and literary terms; foreign phrases in current use; borrowing of words into English from other languages; and the relationship between meaning and culture and meaning and content. It also covers topics of English diction and style and their applications in written communication.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Corporate Social Responsibility
MGMT74025

Description:

This course explores Corporate Social Responsibility (CSR), the principle of businesses supporting communities and people. This practice is intended to build bridges between the corporation and the community. The business and ethical challenge is finding the balance between doing good and leveraging these good practices to benefit businesses and the community. Students will examine and discuss current CSR cases

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Writing Lab 4
PRLN73030

Description:

Writing Lab 4 prepares students for employment within the not-for-profit and public sectors by emphasizing the art and science of communicating with key stakeholders, including individual and corporate donors and grant providers. Students will be introduced to fundraising and proposal writing, which are fundamental aspects of a not-for-profit's success. Writing Lab 4 will introduce CRA checklist as it applies to not-for-profits in Canada.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: PRLN72010
  • CoRequisites:

Electives: Interdisciplinary
Student must pass 1 Course(s), selected in the Student Portal from available course options
Interdisciplinary Elective Details

Level 6

Course details

Co-op Work Term I (Bach Communications Management)
COOP72380

Description:

The co-op work term will provide students with college-approved work experience within a public relations environment. Students will be provided an opportunity to build skills (physical and procedural skills including accuracy, precision, and efficiency); assist in the acquisition of knowledge in and application of knowledge gained in the academic setting (concepts and terminology in a discipline or field of study); develop critical, creative, and dialogical thinking (improved thinking and reasoning processes); cultivate problem solving and decision-making abilities (mental strategies for finding solutions and making choices); explore attitudes, feelings, and perspectives (awareness of attitudes, biases, and other perspectives, ability to collaborate); practice professional judgment (sound judgment and appropriate professional action in complex, context-dependent situations); and reflect on experience (self- discovery and personal growth from real-world experience).

  • Hours: 420
  • Credits: 14
  • Pre-Requisites: CDEV71050 OR CEPR71050
  • CoRequisites:

Level 7

Course details

Media, Culture and Communications Theory
COMM71830

Description:

This course will introduce and examine the major theoretical approaches to the study of media, culture, and communication, in the context of contemporary Canadian society. In doing so, it introduces students to the political and economic structure of mass media, the sociology of journalism, and the impact of an evolving technological landscape on the production of content and the audiences that consume it.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Rhetoric and Persuasion
COMM73070

Description:

This course reviews the history, definition, and major theories of rhetoric and persuasion as part of the communication process. It teaches students methods of persuasion: logical and emotional appeals and trustworthiness, ways of structuring arguments, and persuasive style. It emphasizes the application of rhetorical theories and strategies in public relations through preparing students to create and critique arguments on a variety of subjects.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Project Management 2
MGMT74000

Description:

This course builds upon the knowledge and processes learned in Project Management I, with synthesis on a practical/applied environment. Focusing on project teams as a integral part of project management, this course covers the cycle of a project and the complexity of functional teams. It deals with various roles within an organization and both traditional and Agile project management concepts. Both individual and team complex projects will be developed and presented, contributing to the final capstone/portfolio.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MGMT72190
  • CoRequisites:

Consulting Agency
PRLN73000

Description:

This course prepares students for consulting roles in the public relations and communications profession There is a focus on interpersonal and relationship skills as they can be applied to either internal or external clients. Specifically, students learn skills to develop and maintain ethical client relationships, including empathetic listening, interview techniques,, management of client expectations and conflicts, as well as communicating advice and feedback to clients. Students learn the value of listening rather than jumping to solutions. They are provided with an overview of how to operate a public relations consultancy including essential business. Course outcomes are applied within the context of a real-life student agency where students provide communications consulting and portfolio-ready deliverables to the client at the end of the course and entrepreneurship skills.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Strategic Communication Management
PRLN73040

Description:

In Strategic Communications Management, students will deepen their ability to think strategically through the analysis of factors contributing to the rapid pace of change and level of uncertainty impacting organizations today. Students examine organizations’ internal strengths and weaknesses (for example leadership, culture, etc.) to assess the capacity for aligning communications plans effectively. Students continue to strengthen their skills by producing communications plans that help achieve strategic business objectives.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Writing Lab 5
PRLN73060

Description:

In Writing Lab 5 students dive deeper into the world of multimedia communications by producing strategies and tactics for multiple stakeholders. Students will produce communications such as scripts and storyboards for podcasts, video and social media. Writing Lab 5 exposes students to writing skills for ever-changing digital communications channels.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: PRLN73030
  • CoRequisites:

Level 8

Course details

Co-op Work Term II (Bachelor Communications Management)
COOP73190

Description:

The second co-op work term will provide students with college-approved work experience within a public relations environment. Students will be provided an opportunity to: build skills (physical and procedural skills including accuracy, precision, and efficiency); assist in the acquisition of knowledge in and application of knowledge gained in the academic setting (concepts and terminology in a discipline or field of study); develop critical, creative, and dialogical thinking (improved thinking and reasoning processes); cultivate problem solving and decision-making abilities (mental strategies for finding solutions and making choices); explore attitudes, feelings, and perspectives (awareness of attitudes, biases, and other perspectives, ability to collaborate); practice professional judgment (sound judgment and appropriate professional action in complex, context-dependent situations); and reflect on experience (self-discovery and personal growth from real-world experience).

  • Hours: 420
  • Credits: 14
  • Pre-Requisites: CDEV71050 OR CEPR71050
  • CoRequisites:

Level 9

Course details

Industry Specializations
COMM74010

Description:

Industry Specializations builds upon experiences and knowledge students gained through previous courses and introduces students to a series of niche specialties and opportunities that operate parallel to or in collaboration with the communications department. Investor relations, donor relations and government relations are examples of the types of specializations students will learn more about. As professional communicators work with diverse stakeholders, the specializations covered in this course will evolve as the profession and business landscape evolve. Further education and certification in specialty areas will also be discussed should students wish to pursue graduate education in these complementary fields.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Diversity, Equity and Inclusion
HRM72000

Description:

Diversity, Equity and Inclusion will explore the ways Communications and Human Resources work together to support societal change and strengthen organizational culture. This course offers students an opportunity to dive into how intersectionality - the intersection of multiple different identities - is a core feature of building culture and creating belonging within the organization.This course will explore the ways an organization creates and ensures an inclusive workplace and a place of belonging, and why diversity, equity and inclusion are key to corporate social responsibility. Covering topics like racism, sexism, ageism, ableism and racialized perspectives, this course addresses the necessity of creating a work culture of belonging and focuses on providing students with access to marginalized and racialized voices. Through class discussions, visiting guest experts and interdisciplinary collaboration, the course will aim to amplify work that embraces difference and broaden student perspectives.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: PRLN71220 AND PRLN73050
  • CoRequisites:

Digital Media 3
MDIA74000

Description:

In the ever-evolving digital media landscape, it is imperative for organizations to integrate digital marketing tactics into overall communications strategy, providing an integrated approach to reputation management and achieving business goals. Students in this course will explore the development, production and implementation of digital communications methods including email marketing, web-based marketing, search and display advertising, and mobile campaigns. Digital Media 3 will introduce students to tools to test and target content and appropriately measure and evaluate the effectiveness of digital communications.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: MDIA72000
  • CoRequisites:

International Public Relations
PRLN74000

Description:

This course explores the dynamic rise and development of communications and highlights its inextricable link with international business and marketing, global media power and new technology. The course provides insights from both a media and a strategic communications standpoint, so that students can see the application of key theories of communications scholarship pertinent to modern communications practice. Students will enhance their professional skill and knowledge base in the global realm.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Capstone 1
PRLN74015

Description:

Strategic communications campaigns can help solve a business problems or respond to business opportunities. In this course, students will learn the framework for building a comprehensive strategic communications campaign and then apply this framework to an assigned case. Primary and secondary research will be required and strategic solutions will take into account course learning throughout the first three years of the program, particularly from the planning, strategy and research courses. Capstone 1 prepares students for Capstone 2, where a real client campaign is the focus.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: PRLN71200 AND PRLN73040
  • CoRequisites:

Business Analytics
STAT74100

Description:

In Business Analytics, students will be introduced to the concepts of collecting, analyzing, interpreting, and presenting data, pertaining to and beyond Communications Management. Students will learn basic statistical concepts; data collection, cleansing, and coding; perform analysis; and interpret and present findings. Students will gain practical knowledge of Microsoft Excel and other analytical applications. This course will enhance students' evidence-based decision-making skills which will enable graduates to succeed in co-op and the workforce, where measurement is central to data driven decision-making.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites: BUS71190
  • CoRequisites:

Level 10

Course details

Financial Management
ACCT73150

Description:

All managers in an international environment need financial management skills to make decisions and manage projects within an organization. This introductory course for non-accounting students covers aspects of both financial accounting and management accounting. Students will be able to apply concepts of finance and financial management for organizations operating in international environments. Students will develop an appreciation for the techniques used to control financial risk in international situations. Students will be able to apply concepts of financial accounting to both personal and business situations, including the preparation and use of basic financial statements. Management accounting topics will allow the students to understand cost behaviour and its use in decision-making, evaluate capital investments, and prepare operating budgets.

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Issues Management and Crisis Communication
PRLN74035

Description:

This course explores the three dimensions of issues management: proactively addressing emerging issues; developing risk communication strategies; and effectively reacting in times of crisis. Through class discussion and exploration of cases, students will learn how communicators can deliver increased value to an organization through proactive planning and implementation

  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Capstone 2
PRLN74040

Description:

This capstone course and exam are the final steps in completing the degree and preparing for a career in public relations. It is the culmination and demonstration of learning from all courses and work experience during the four years of the degree, including public relations theory, legal, and ethical issues confronted by practitioners and the analytic and creative skills necessary to excel in the profession. The first nine weeks of the course will focus on review and remediation of program content, portfolio presentation, and preparation for the capstone exam. The remaining four - six weeks* of the course will be dedicated to develop a public relations approach for an assigned case, including the research, analysis, communication strategy, and evaluation plans. The case will be presented to faculty and a panel of practitioners at the end of the six weeks.

  • Hours: 84
  • Credits: 6
  • Pre-Requisites: PRLN72210 OR PRLN74015 AND PRLN73060 AND PRLN74010
  • CoRequisites:

Electives: Interdisciplinary
Student must pass 1 Course(s), selected in the Student Portal from available course options
Interdisciplinary Elective Details

Program outcomes

  1. Develop professional communication strategies aligned with organizational objectives through research and stakeholder analysis to achieve measurable communication outcomes
  2. Select effective tactics, tools and resources to execute strategic communications
  3. Write and edit clear, creative content tailored to diverse communication contexts to reflect standards of professional writing
  4. Present impactful messages through visual design and digital technologies to engage targeted stakeholders
  5. Examine historical evolution, theories, current trends, emerging issues and global best practices in communications to maintain professional currency
  6. Integrate professional business acumen and business management skills such as finance, project management, entrepreneurship and analytical reasoning to ensure the strategic delivery of communication strategies within organizational objectives
  7. Consider relevant professional codes of conduct, ethical standards, and regulatory frameworks to protect and enhance an organization's reputation and relationships
  8. Conduct academic and applied research to provide evidence required to guide strategic decision making and measure outcomes
  9. Determine the role diversity plays in how people communicate and work in various settings to ensure that organizations demonstrate inclusiveness toward diverse stakeholders
  10. Develop the interpersonal attributes and skills required of a professional communicator, including relationship-building, problem-solving and creative thinking
  11. Integrate principles of reputation management to address public relations issues and crises, and to enhance corporate social responsibility