Application for Ministerial Consent Ontario Colleges of Applied Arts and Technology. Bachelor of Corporate Communications and Public Relations

Transcription

1 Application for Ministerial Consent Ontario Colleges of Applied Arts and Technology Bachelor of Corporate Communications and Public Relations Submitted to: Postsecondary Education Quality Assessment Board March 13, 2012

2 College and Program Information College Name: Centennial College of Applied Arts and Technology URL: Proposed Degree: Bachelor of Communications Delivery Location: The Centre for Creative Communications 951 Carlaw Avenue Toronto, ON M4K 3M2 And Progress Campus 941 Progress Avenue Toronto ON M1G 3T8 Contact Information: Site Visit Coordinator: Nate Horowitz, Dean School of Communications, Media and Design PO Box 631, Station A Toronto, ON M1K 5E nhorowitz@centennialcollege.ca Barry Waite, Program Coordinator Corporate Communications PO Box 631, Station A Toronto, ON M1K 5E ext bwaite@centennialcollege.ca Corporate Communications Centennial College pg. i

3 Table of Contents List of Tables..vii 1. Introduction Executive Summary Program Need Employer Demand Student Demand Program Overview Centennial s Mission and Academic Goals Outline of Program Structure Comparable Programs Centennial s Capacity and Strengths Four Year Enrolment and Faculty Projections Support and Recognition from External Entities Program Strengths Program Abstract Degree Level Depth and Breadth of Knowledge Conceptual & Methodological Awareness/Research and Scholarship Communication Skills Application of Knowledge Professional Capacity/Autonomy Awareness of Limits of Knowledge Admission, Promotion and Graduation Admission Requirements for Direct Entry Admission Policy and Procedures for International Students and Students Whose First Language is not English Admission Policies and Procedures for Mature Students Promotion and Graduation Requirements Grading System Promotion Remediation, Sanctions and Suspension Graduation Advanced Standing Policies and Requirements Transfer Credit Advanced Standing Prior Learning Assessment and Recognition Degree Completion...23 Corporate Communications Centennial College pg. ii

4 Administrative Procedures Program Content Program Advisory Committee (PAC)... Error! Bookmark not defined Program Advisory Committee Membership... Error! Bookmark not defined Program Advisory Committee Support... Error! Bookmark not defined Professional Accreditation Professional Requirement and Standards Professional Recognition Learning Outcomes Degree and Program Outcomes Breadth Outcomes Course Descriptions Core Courses Non-Core Courses Breadth Requirement Required Non-Core Course Descriptions and Breadth Course Requirements Elective Non-Core/Breadth Course Descriptions and Breadth Course Requirements Course Schedules Program Structure Course Schedule 1... Error! Bookmark not defined Course Schedule Work Experience Work Experience Requirements Types of Work Experiences Support for Work Experience Learning Outcomes Evaluation/Assessment Course Outlines... Error! Bookmark not defined Core Course Outlines... Error! Bookmark not defined Non-Core Course Outlines... Error! Bookmark not defined Bridging Courses Program Delivery Delivery Methods Quality Assurance of Delivery Student Feedback Student Feedback Questionnaires Comprehensive Program Quality Review Student Survey and Focus Group Key Performance Indicator (KPI) Student Satisfaction Survey Program /Departmental Student Feedback Processes Blended, Hybrid and Online Delivery Corporate Communications Centennial College pg. iii

5 Policies Pertaining to Technology-, Computer-, and Online Learning Modes of Delivery elearning Strategy Online, Blended and Hybrid Modes of Delivery Policy Integrity of Online Delivery Consortial or Other Agreements Computer and Technological Resources Learning Management System - ecentennial Hardware, Software and Web Access Renewal and Upgrading Risk Assessment and Planning Library Resources Human Resources and Support Orientation and Preparation Technical Assistance Online Learning Professional and Technical Staff... Error! Bookmark not defined Faculty Professional Development Technological Skills Safeguards Capacity to Deliver Alignment with College Mission, Goals and Strengths Learning and Physical Resources Library Overview Library Facilities Library Services Online Databases for Core Curriculum Online Databases for Non-Core Curriculum Books (Print and Electronic) Journals (Print and Electronic) Computer Resources and Web Access Computer Labs Staff Computer Access Web Access Software Classroom Space Specialized Equipment, Workstations, Laboratories and Study Areas Resource Renewal and Upgrading Support Services Faculty Four Year Enrolment and Staffing Projections Faculty Credentials Review of Faculty Performance Reflective Practice Student Feedback Questionnaires Assessment of Contract Faculty Assessment of Probationary Faculty Currency and Professional Development Corporate Communications Centennial College pg. iv

6 Teaching Loads and Availability to Students Curriculum Vitae Release Curriculum Vitae of Faculty Assigned to the Degree Program... Error! Bookmark not defined Curriculum Vitae of Faculty Teaching Core Courses... Error! Bookmark not defined Curriculum Vitae of Faculty Teaching Non-Core Courses... Error! Bookmark not defined. 7. Credential Recognition Post-Graduate Education Employment Regulation and Accreditation Nomenclature Program Evaluation Program Quality Review Process Annual Program Review (APR) Comprehensive Program Quality Review (CPQR) Comprehensive Program Quality Review Characteristics Comprehensive Program Review Procedures Implementation of Program Review Academic Freedom and Integrity Academic Freedom and Intellectual Property Academic Honesty Ethical Research Online Courses Student Protection Academic Calendar and Promotional Material Protection of Student and Consumer Interests Resolution of Academic Appeals, Complaints, Grievances and Disputes Security of Academic Student Records Payment Schedule of Fees and Charges Student Dismissal Withdrawals and Refunds Awareness of Policies and Procedures Information Provided Regarding Blended, Hybrid or Online Delivery Economic Need Job Outlook Corporate Communications Centennial College pg. v

7 13.2. Importance of Business Focus Market Research Duplication Similar College Programs College Degree Programs College Diploma Programs Post-Graduate Certificate Programs Similar University Programs Optional Material Corporate Communications Centennial College pg. vi

8 List of Tables Table 1: Table 2: Direct Entry Program Admission Requirements...17 English Language Proficiency Requirements for Students Whose First Language is not English...18 Table 3: College Grading System...19 Table 4: Promotion Requirements...19 Table 5: Graduation Requirements...20 Table 6: Program Advisory Committee Membership... Error! Bookmark not defined. Table 7: Program Advisory Committee Meeting Minutes Reference Guide... Error! Bookmark not defined. Table 8: Certification/Accreditation Requirements...39 Table 9: Degree Outcomes, Program Outcomes and Corresponding Courses/Requirements...50 Table 10: Breadth Outcomes and Corresponding Courses/Requirements...62 Table 11: Core Course Descriptions...65 Table 12: Required Non-Core Course Descriptions and Breadth Course Requirements...80 Table 13: Elective Non-Core Course Descriptions...83 Table 14: Program Structure...91 Table 15: Course Schedule 1... Error! Bookmark not defined. Table 16: Course Schedule Table 17: Work Experience Requirements Table 18: Work Experience Outcomes Table 19: Online Learning Professional and Technical Staff... Error! Bookmark not defined. Table 20: Overview of Campus Library Facilities Table 21: Library Online Databases for Core Curriculum Table 22: Library Online Databases for Non-Core Curriculum Table 23: Books (Print and Electronic) Table 24: Journals (Print and Electronic) Table 25: Computer Labs Table 26: Software Table 27: Classrooms and Seating Capacity Table 28: Library Plan and Schedule for Resource Renewal and Upgrading Table 29: Plan and Schedule for Computer, Facility and Equipment Resource Renewal and Upgrading Table 30: Student Support Services Table 31: Four Year Enrolment and Staffing Projections Table 32: Faculty Teaching Core Courses... Error! Bookmark not defined. Table 33: Faculty Teaching Non-Core Courses... Error! Bookmark not defined. Table 34: Differentiation of Similar College Degree Programs Table 35: Differentiation of Similar College Diploma and Advanced Diploma Programs Table 36: Differentiation of Similar University Programs Corporate Communications Centennial College pg. vii

9 Section 1: Introduction 1. Introduction 1.1. Executive Summary Program Need Corporate Communications play an important role in every organization s success. In today s fast paced world, it is essential for organizations in the corporate, public and broader public sectors, as well as charitable institutions, to be able to draw upon the skills of people who have an in-depth understanding of and an ability to apply a coherent and integrated approach to corporate communications and public relations, one that encompasses disciplines such as organizational communications and marketing communications, along with practical skills in professional writing, media relations and social media, to name just a few. In an increasingly complex environment of socio-economic change and transition, people who can apply those skills to support the organization in achieving its strategic vision and business goals are in high demand. Highly qualified corporate communicators and public relations specialists have multiple career options. They can apply their skills as employees, public relations counsel and internal or external advisors. The need for managers and senior executives to be effective communicators is widely recognized and valued. Individuals with formal training and expertise in corporate communications and public relations are well positioned to assume positions of leadership, not only in communications and public relations departments but also in other organizational areas. Although every organization is unique, the fundamentals of business, good writing, communication and public relations are universal, such as, for example, strategic thinking and planning, respect for the audience s attention, a vigorous and thorough exploration of a subject or topic, persuasive communication, and professional and business ethics. Strong communication, public relations, and business skills in one organizational area or sector can be easily carried over to other areas across the corporate, public and broader public sectors and charitable and nongovernmental organizations and institutions Employer Demand The demand for corporate communicators and public relations practitioners remains strong in Canada. Research conducted by professional associations such as the Canadian Public Relations Society (CPRS) and International Association of Business Communicators (IABC) predicts growing demand for communicators in both the private and public sector. A continued robust market can be contributed to by several factors, including an increased focus on transparency and ethical communications among organizations, the explosion in social media and the need to manage it as a strategic communications function, increased integration of marketing activities and Corporate Communications Centennial College pg. 1

10 Section 1: Introduction forecast retirement in the profession; CPRS estimates 29-34% of its members will be eligible for retirement in the next four to 10 years. Centennial College is proposing a degree that combines theoretical and practical approaches to corporate communications and public relations with a foundation of ten core business courses and a range of liberal arts breadth courses to create wellrounded graduates ready to meet the needs of employers and help them grow and thrive in today s complex marketplace. Research conducted for the college by Insignia Research (included in Section 13: Economic Need) shows employer support for this approach. This is further supported by consultations with industry conducted by CPRS that shows employers are looking for graduates who have a fundamental understanding of business practices Student Demand Ontario students preparing to pursue post-secondary education are the most connected generation to move from high school to college or university. They have come of age with Facebook and Twitter, and understand how social networks interconnect with traditional media on multiple levels. They are also acutely aware of the challenges they face moving from high school to post-secondary education to the workforce due to the reality of today s economic climate, as are their parents. With the cost of post-secondary education and the increasing reality that a traditional university liberal arts degree will not offer any strong prospects for employment, they are looking to other options. Centennial College believes that its proposed program will be highly attractive to students because it is on trend for today s connected student, and provides a clear career path and work experience within its four year delivery Program Overview Centennial College s proposed Bachelor of Corporate Communications and Public Relations will be a first-of-its-kind four year degree program that will give students comprehensive training in corporate communications, public relations and social media, along with a strong foundation in business concepts, strategy and practice. These skills will prepare them for careers in multiple roles across the broad spectrum of corporate, agency, government and not-for-profit organizations. The program s graduates will understand both the Canadian and international business environments, focusing on the role that public relations plays within local and global contexts. Course work will also provide students with a strong foundation in liberal studies, to help them develop cultural and global competence and an understanding of global citizenship, social responsibility, and equity principles. These insights and Corporate Communications Centennial College pg. 2

11 Section 1: Introduction perspectives will make them attractive to potential employers on graduation and enhance their contributions to the organizations with which they work as they progress in their careers, regardless of the sector. The multidisciplinary perspectives they gain will add to the competitiveness of Ontario s workforce and the depth of its skill sets, helping make the province more attractive to investors Centennial s Mission and Academic Goals The Bachelor of Corporate Communications is totally aligned with the Centennial College s Mission Statement, To educate students for career success. The degree aims to provide students with a strong, liberal arts degreefocused education while at the same time providing a diverse range of core courses in corporate communications, public relations and business that will make them competitive graduates with strong career opportunities. It is also reflective of the college s Vision of transforming lives and communities through learning. The degree, as proposed, with its core courses, breadth and liberal arts electives and inclusion of the Signature Learning Experience global citizenship course, demonstrates Centennial College s strength in producing wellrounded graduates who are socially aware, professionally competent and have the skills to succeed in today s complex society Outline of Program Structure Centennial College is applying for a suite of college degrees that follow a consistent format that offers a mix of core courses and liberal arts breadth courses. For the proposed Bachelor of Corporate Communications, this will create a dynamic program for prospective students unlike anything currently offered in the province. The program will offer 20 core courses in corporate communications and public relations (including a capstone project in year four) along with ten core business courses, five mandatory breath courses, five breadth electives in five specific disciplines and a 14 week work placement. In their first two years, students will learn fundamental concepts and theories of corporate communications and public relations, along with a range of courses in business practices, including financial management, accounting, and organizational behaviour. In years three and four, students will concentrate on strategic communications planning, critical thinking and writing skills across a range of disciplines. There will be a particular focus on developing, executing and analyzing communications programs that are closely aligned with business strategy and corporate objectives. These Corporate Communications Centennial College pg. 3

12 Section 1: Introduction studies build the core competencies that are necessary for a successful career in corporate communications and public relations. Throughout the program, students will learn about and apply the most up-to-date communications and public relations strategies and tools. Students will have a thorough grasp on how to use them to benefit organizations in the private and public sectors, locally, nationally and internationally. Additionally, there will be a strong focus on developing research and analytical skills that students will be expected to apply in a variety of projects throughout the program and furthermore in the last year of study which includes a capstone project. Real world experience is essential to providing an accurate and complete education in corporate communications and public relations. Therefore, in the final year of study, students will apply what they have learned in a 14-week, supervised field placement. In addition, students will be required to choose a number of liberal studies electives. These electives will help create a well-rounded, multidisciplinary education experience, reflective of Centennial College s commitment to developing global citizens who are life-long learners. The degree program has been developed as part of an integrated interdisciplinary process within Centennial College, with strong collaboration with the School of Business and School of Advancement which are partnering with the School of Communications, Media & Design to create this dynamic program Comparable Programs Public relations education in Ontario is delivered primarily through colleges, either at the diploma/advanced diploma or graduate certificate levels. There are currently two college degree programs in Ontario that are comparable to Centennial s proposed Bachelor of Corporate Communications : they are offered at Humber College in Toronto and Conestoga College in Kitchener both offer college degrees in Public Relations. The primary difference between the proposed Centennial program and these college degrees is the ten core business courses that will provide students with a strong foundation in business practices, which are essential skills for today s competitive work environment. Centennial also has a much more prescribed program of breadth courses designed to ensure students receive a well-rounded education through their four years in the program. Students will be required to take four core breadth courses in communication, ethics, research and statistics, along with a mandated Global Citizenship and Equity course. They will also have a number of electives, with one required from each of the Social Sciences, Humanities, Natural Sciences, Philosophy and Arts disciplines. Corporate Communications Centennial College pg. 4

13 Section 1: Introduction Centennial believes its program, emphasizing corporate communications and public relations, course offerings from the School of Business and strong liberal studies focus including a mandatory Global Citizenship and Equity course will be extremely attractive to applicants. This degree program will be a vibrant, competitive and comprehensive addition to post-secondary education in corporate communications and public relations in Ontario. Section 14: Duplication provides an in-depth overview of the state of public relations education in Ontario and clearly differentiates Centennial s offering Centennial s Capacity and Strengths Centennial is recognized as a leader in public relations education in Ontario. The Bachelor of Corporate Communications will be the first college degree offered within the School of Communications, Media & Design at Centennial College, however, the program builds on Centennial College s successful track record of excellence in public relations and corporate communications education that began in 1980 with its inaugural Organizational Communications program. This evolved into the current Ontario Post Graduate Certificate program in Corporate Communications and Public Relations, which consistently receives student, graduate and employer KPI satisfaction scores above the provincial average for similar programs, and the graduate employment rate is in the 75% 80% range year after year. The proposed degree program incorporates the knowledge and learning gained through more than 30 years of educating corporate communicators and public relations practitioners, and has been developed in conjunction with industry leaders. The collective expertise of our faculty members covers all the major areas, aspects and topics in both public relations and business today. Faculty members working as practitioners are a critical part of the proposed degree program and demonstrate a commitment to the combination of academic rigour and practical experience that characterizes applied degree programs Four Year Enrolment and Faculty Projections Centennial College has set a first year enrollment target of 25 students for the Bachelor of Corporate Communications. Plans call to grow the first year enrollment each year to a target of 36 students by 2017 (or year five). The School of Communications, Media & Design (SCMD) will gradually increase the number of faculty teaching in the program over the initial four years to meet enrollment as the program progresses. Plans call to launch the program with parttime instructors to deliver core courses in year one drawn from SCMD and the Corporate Communications Centennial College pg. 5

14 Section 1: Introduction School of Business. In year two, a full-time professor (PhD required) will be hired and continue to be supported by part-time instructors drawn from subject-area professionals holding appropriate qualifications (Masters or higher). Plans call for a second full-time faculty member to join the program in year three Support and Recognition from External Entities As part of the development process, Centennial College has consulted the industry through widely conducted research. Prospective students and employers, our Program Advisory Committee and professional associations along with a broad cross section of organizations likely to employ graduates were all consulted prior to development. The feedback to the proposed program has been overwhelmingly positive. The partnership with the School of Business to include ten core businessfocused courses within the curriculum has been particularly well received. The college is extremely confident that students will have excellent career prospects upon graduation Program Strengths Centennial College has also considered the wider context of corporate communications and public relations education at the post-secondary and postgraduate level in Canada. This remains relatively underdeveloped, particularly in comparison to the United States, where Public Relations is offered as a major in many top universities and colleges. Corporate communications and public relations education in Canada has traditionally been at the diploma or graduate certificate levels, with the exception of a few university degree programs. The Canadian Public Relations Society (CPRS) recently published a document entitled Pathways to the Profession: An Outcomes Based Approach Towards Excellence in Canadian Public Relations and Communications Management Education. This document outlines recommendations for curriculum and program design in five pathways to the profession (technical, career, management, leadership, scholar), offering an overarching framework and an educational standard for public relations and communications programs in Canada. Centennial College has considered this document in its program and curriculum development and believes that the proposed Bachelor of Corporate Communications and Public Relations program reflects the best practices set out by CPRS. Additionally, the proposed degree will ensure graduates have the specific skills identified by CPRS, currently in need throughout the marketplace, including accomplished writing skills, critical thinking, a better understanding and application of research and higher exposure to business practices, including a fundamental understanding of management, economics, financial management, organizational behavior, project management, self direction and leadership skills. 1 1 Pathways to the Profession, CPRS, March 2011, pg. 7 Corporate Communications Centennial College pg. 6

15 Section 1: Introduction An integrated curriculum that ensures students studying corporate communications and public relations will have a strong foundation in business reflects the growing recognition of how strategic communications contributes to organizational success. Recently, Bloomberg Businessweek highlighted a pilot project being initiated by the Public Relations Society of America (PRSA) to introduce public relations into the curriculum at major business schools in the United States. It speaks specifically to the importance of training business students in public relations, supporting the case that public relations students must be trained in core business subjects Program Abstract Corporate Communications (PR) play an important role in the success of an organization. In today s fast paced work environment, it is essential that communications and PR practitioners apply the fundamentals of business and finance and have unique skills that contribute to the strategic success of an organization. This distinctive four year degree program provides students with a solid foundation in business concepts, organizational strategy and practices while developing comprehensive corporate communications and PR skills. Students can pursue careers in a corporate environment, public relations agency, government agency or a not-for-profit organization. The program will explore both Canadian and International business environments and focus on the critical role of communications and PR within local and global contexts. Students will receive a strong foundation in liberal studies, emphasizing global citizenship and equity principles, which will benefit them personally and professionally. 2 Public Relations: Coming to a B-School Near You, Bloomberg Businessweek, December 7, 2011 Corporate Communications Centennial College pg. 7

16 Section 2: Degree Level 2. Degree Level Corporate communications and public relations programs have traditionally focused on the applied skills needed to be a practitioner as opposed to more theoretical approaches that recognize the importance of a broader understanding of organizational theory and behavior required for practitioners. The scholarship and critical thinking required to apply the research and strategic planning the discipline increasingly requires within today s complex business environment is often not taught in any great detail. The Bachelor of Corporate Communications degree program is designed to produce broadly-educated graduates who possess the general and specialized knowledge, interdisciplinary perspectives, competencies, skills and values required by industry, and who are well prepared to manage, deal with and adapt to the challenges of today s diverse and everchanging business and work environment, within both domestic and global contexts. The degree will give students a strong foundation in research, ethical practices and communications theory, which will layer applied learning and real-life projects. This will ensure that graduates are well prepared to work in the industry. Furthermore, required breadth courses, participation in the college s Signature Learning Experience through the Global Citizenship and Equity course and the requirement to complete a capstone project will give students the ability to contextualize their learning in communications, public relations and business within the complex world in which they will work and live. It will also enable students wishing to pursue post-graduate studies to further explore their personal areas of scholarship upon graduation. Centennial College has developed a diverse set of breadth courses designed to ensure learners receive as broad an education as possible in a number of disciplines, while at the same time developing the professional skills of a corporate communicator or public relations practitioner. Students will be required to take mandatory breadth courses along with electives drawn from five specific disciplines. These are designed to help students develop critical thinking skills and the intellectual capacity essential to a baccalaureate program, and clearly differentiate the proposed Bachelor of Corporate Communications from diploma programs currently offered in Ontario. Program outcomes have been specifically developed to support such scholarship in the area of liberal studies while ensuring learners are also exposed to a broad range of critical theory and approaches to the public relations profession. Additionally, students will develop the practical skills necessary to be successful, including exceptional writing skills, research capabilities and analytical abilities, and apply knowledge to real life case studies. The degree seeks to place corporate communications and public relations within the broader organizational context, primarily from a business or corporate perspective, but also recognizing that the same organizational principles and rigor must be applied within non-for-profit and public sector communications. Corporate Communications Centennial College pg. 8

17 Section 2: Degree Level There are four key anchors that will be reflected throughout the program: communications and media theory, organizational principles and practices, research, and measurement and evaluation. Students in their first year will be exposed to a broad range of theoretical perspectives related to communications, public relations and media. These will allow students to start building a contextual framework for their studies, while concurrently studying foundation courses related to business and marketing to provide further context. Second year includes a strong focus on core business concepts designed to relate these to the corporate communications environment, while beginning to explore specific practice areas including writing for public relations, media relations and internal communications. Third and fourth year will allow students to explore a range of practice areas and apply their learning through research and real life work projects. The core courses in corporate communications, public relations and business are integrated with four required breadth courses in communications, research, statistics and ethics, and a mandated Global Citizenship and Equity course focused on world hunger. Five additional electives are required in each of the following specific disciplines: Social Sciences, Humanities, Philosophy, Natural Sciences and Visual and Performing Arts. Together these create a dynamic, well-rounded curriculum that will produce graduates ready to meet the challenges of a complex and ever-changing world Depth and Breadth of Knowledge Corporate communications and public relations has evolved over the past several decades into a serious management function that is recognized as contributing to the well-being of an organization. There have been concerted efforts by professional associations in Canada, the United States and around the world, and by researchers and scholars, to advance the field through research and scholarship that examine the role and contribution of professional communications to organizational effectiveness. The aim of Centennial s proposed degree program is to produce graduates who have a deep understanding of both theory and application of corporate communications and public relations, along with a depth and breadth of knowledge in a variety of disciplines that is reflective of an excellent baccalaureate program. Through these courses, students will be encouraged to expand their world view and create a personal analytical framework through which they can develop the capacity for self-reflection, personal growth and lifelong learning. Centennial College, in considering a college degree program in this area, made the conscious decision to work in collaboration with the School of Business to include a strong business foundation within the program. Course selection was carefully considered from multiple perspectives, including the assurance that students would be exposed to essential business concepts, theories and practices, and that these would be directly applicable to the degree focus. The decision to name the program a bachelor of Corporate Communications was to reflect the strong business presence found within the program. Corporate Communications Centennial College pg. 9

18 Section 2: Degree Level In addition to the core areas of study, the degree includes a rich, diverse range of liberal studies courses to ensure that learners develop a depth and breadth of knowledge in a number of different areas in addition to corporate communications, public relations and business. This strong focus on liberal studies, with five mandated courses and five electives, reflects Centennial s commitment to creating a well-rounded graduate with exceptional critical thinking skills and commitment to intellectual inquiry and scholarship. The program outcomes for this degree include a focus on developing the capacity for leadership and life-long learning. While developing strong competencies in corporate communications and public relations is fundamental to the degree focus, the curriculum as a whole, with particular emphasis on the wide range of liberal studies electives, recognizes the critical requirement of ensuring students develop a breadth of knowledge across a range of disciplines. While the professional component of the curriculum allows students to gain significant depth in their specific area of study, the broad range of the liberal studies courses allows for flexibility to match and pursue their particular interests and needs, thus helping students build more widespread knowledge and a wider skill set that will benefit them in other areas of their job concentration. Not only will this approach help develop and graduate well-rounded professionals and individuals, it will also ensure our graduates are cognizant and responsive to their responsibilities as global citizens. The strong liberal studies foundation built into the degree, along with its interdisciplinary focus, will ensure that students, from day one, receive an introduction to key business principles and the fundamentals of corporate communications and public relations along with breadth courses which will help create a broader and more critical world view. This will allow students to engage with increasingly complex concepts, theories and practical applications of interest to corporate communications and public relations as they progress through the program. For example, during the first semester, the history and development of public relations and its emergence as a management function will be taught in Fundamentals of Corporate Communications, which will also include a broad review of various theories and scholarly approaches to the study and practice of corporate communications and public relations. Students will also learn about the role of media in society in Introduction to Media, to provide further context to their future studies. Second semester will include an Introduction to Social Media in which they will examine theories around social networks and the role of online and social media. The majority of business courses will be offered in years one and two. The ten core business courses put into the curriculum encompass a broad range of knowledge and were specifically chosen with the School of Business to complement the corporate communications and public relations curriculum. They include Introduction to Business, Marketing, Organizational Behaviour, Business Law, Introductory Accounting, Financial Management, Corporate Social Responsibility and Business and Research Analysis. In third year students will take Project Management and in fourth year, Introduction to Entrepreneurial Activities. Corporate Communications Centennial College pg. 10

19 Section 2: Degree Level The program recognizes the diverse range of career opportunities available to graduates and the curriculum is designed to expose them to a broad range of areas. These include those practice areas traditionally associated with corporate communications including internal communications, media relations, investor relations and government relations to specific sectors such as public sector and not-for-profit communications. The curriculum also addresses specific skills essential for communicators and public relations professionals, including writing, special event management and basic graphic design. Each of these applied skills will be taught within the broader theoretical context underlying the degree, for example, how a special event such as an annual general meeting of shareholders can advance the strategic goals of an organization and must be integrated within a comprehensive communications strategy. The ability to write effectively for a variety of audiences is an essential skill for communicators and public relations practitioners, and students will have several courses in this area that will equip them to write a range of materials, including reports, news releases, backgrounders, web material, speeches and more. Another key area that is fundamental to the program is the strong focus on social and digital media and its place within corporate communications and public relations. While there are specific courses built into the curriculum addressing these areas, social and digital media will be regularly integrated throughout the curriculum to ensure students can work with equal effectiveness in both offline and online environments. There is particular emphasis on using online tools to design and implement research projects and to apply findings to innovative online programming. This will be a strong area of scholarship for students and faculty as the program evolves. Altogether, this degree program will produce graduates who are highly skilled, knowledgeable, versatile, innovative, creative, competitive, and capable of keeping abreast of the evolving technology and media trends and the continued scientific and industry developments in corporate communications and public relations Conceptual & Methodological Awareness/Research and Scholarship Research is a critical focus of the degree program and is embedded throughout the curriculum, both in core and breadth courses. The program design ensures that students acquire knowledge and understanding of the main methods of inquiry in their area of study, and an ability to critically evaluate the appropriateness of different approaches to solving problems and making informed and ethically sound decisions across multiple fields of study, including the field of corporate communications and public relations. The program also exposes students to a spectrum of current research and engages them in faculty-mentored research and scholarship through course structures and a range of applied projects and assignments. Research is a mandated breadth course for all students, which will help build a strong foundation of scholarship within the program. The objective is to create a culture of discovery and innovation within students so as to foster critical inquiry and the intellectual Corporate Communications Centennial College pg. 11

20 Section 2: Degree Level capacity to evaluate different approaches to research and the ability to successfully analyze results. As an example, students will learn from the first semester that research is the keystone for any successful communications project. Students will acquire research concepts and develop effective quantitative (e.g. statistical analysis, standardized data collection, deductive thinking) and qualitative (e.g. qualitative analysis, the researcher as the primary instrument of data collection, exploration, inductive thinking) research skills and methods to gather, review, evaluate and interpret information and data. These research skills will allow students to mix and match research design components that offer the best chance of collecting relevant research information and addressing their research question in a competent and ethically sound manner. This skill is particularly critical in developing students ability to assess and synthesize data in order to build and support sound corporate communications and public relations programming. Gathering data from various primary and secondary sources to effectively complete literature reviews and research projects are imperative to ensure that students understand appropriate methods of analyzing different types of data and research and competently interpret and communicate the research findings to colleagues and professional and academic audiences. The curriculum also includes mandatory courses in statistics and ethics which will help further students capacity for critical thinking, analysis and problem solving. In addition to a strong theoretical research foundation, the program curriculum also allows students to develop practical competence in research design, implementation and application to corporate communications and public relations and other relevant disciplines. For example, by fourth year, students will be expected to design and implement online research projects within an area of practice of interest to them. Research will also be an important element of the capstone project students must complete in Semester 8. Students will be required to critically analyze their research problem and develop a solution, and argument to support it, in written form Communication Skills Developing effective communications skills is a critical element of this program, as they are essential for success in corporate communications and public relations. They are also the hallmark of a successful, well-rounded professional regardless of the discipline. The program has been designed to ensure that learners continue to develop and refine their communications skills throughout the program through both core and breadth courses. The program curriculum provides students with a variety of opportunities to develop and enhance their oral and written communication and presentation skills. In the first semester, students will be required to take Power of Communications, which will introduce them to several styles of writing. The course will lay the foundation for the core writing courses to Corporate Communications Centennial College pg. 12

21 Section 2: Degree Level come, which will have a strong focus on developing exceptional writing skills for a variety of purposes, including writing to inform, writing to persuade and writing for online audiences. With its strong focus on social and digital media, students will also explore best practices for effective online communications. Students will learn how to write for the web, with specific focus on creating engaging copy, effective layout and writing for social networks. Students will also learn to create infographs and other online techniques. Oral presentation skills, the ability to create and frame an argument, and control an audience will be addressed at several points as students progress throughout the program. Students will learn how to marry research and critical thinking to produce compelling writing and presentations. Students will be required to research and write essays which will demonstrate a range of skills in addition to written communications, chief among them the ability to develop and support a thesis. Students will be expected to work in teams and conduct individual and group presentations that mirror the industry environment. Students will demonstrate their ability to communicate effectively across multiple platforms. To sum up, the communication skills emphasized throughout the program will help students become confident and competent speakers and communicators upon graduation. They will also allow students to effectively interact and engage with professionals from culturally diverse backgrounds, and to work in a diverse workforce, both locally and globally Application of Knowledge The Bachelor of Corporate Communications is designed to introduce students to conceptual theories of communications, public relations and business concepts, combined with a solid, comprehensive suite of breadth and elective courses that will develop strong, well-rounded graduates who are equipped to pursue professional careers or further scholarship in communications, business or other fields. The curriculum is designed to provide numerous opportunities for students to demonstrate the practical integration and application of understanding, knowledge, skills and competencies acquired throughout the program across multiple disciplines. It provides a combination of theory and practice, relying heavily on case studies and real world examples to create a learning laboratory for students. Students will be expected to apply different concepts and theories to case studies and to work with faculty on business problems that can be impacted, influenced and/or resolved by communications. In breadth courses they will learn how to apply critical thinking and scholarship within a range of disciplines. Within the core fields of study, students will be expected to develop a strong ability to review, present and critically evaluate research in order to develop sound communications strategies and propose solutions. Corporate Communications Centennial College pg. 13

22 Section 2: Degree Level In addition to using real world examples, students will be expected to consult scholarly publications and new research related to corporate communications and public relations. Furthermore, students will critically evaluate articles, case studies and various pieces of research with a focus on their particular area of study. The application of knowledge is further demonstrated through the use of project management techniques, as well as consulting processes, principles and skills emphasized throughout the program, including defining objectives, tasks, accountabilities, budgets and timelines. By fourth year, students will be expected to design and implement research projects that demonstrate the synthesis of theories and concepts presented throughout the program, and to apply their own critical thinking by completing a capstone major thesis project. The strong focus on application of knowledge is another key distinguishing factor of a baccalaureate program like the proposed degree. Students will learn to bring critical thinking, research and analysis to their learning. In doing so, they will be able to approach problems from a variety of perspectives and apply their knowledge in developing creative and innovative solutions Professional Capacity/Autonomy In today s ever-changing business and work environment, learning skills are essential to enable program graduates to be life-long learners and to continuously develop and upgrade their knowledge and skills through participation in formal and informal education, learning and training. Laying a foundation to prepare students for a lifetime of learning is a key objective of the program and will be reinforced in a number of ways. The curriculum is based on the learning-to-learn approach that actively engages students in an ongoing interaction with new information through inquiry-based teaching and learning. Students will be encouraged throughout the program to explore areas of specific interest to them within the core area of study. The ability for self-reflection and critical inquiry are essential to creating a progressive learning environment. Course delivery will support this, with the program being offered in a variety of formats ranging from traditional classroom lecture and discussion, practical laboratory work, computer-aided instruction, and self-paced and web-assisted elements. Many of the courses will incorporate skills of a high performance workplace, including transferable and professional skills such as self-directed, critical thinking, lateral, analytical, problem solving, resource management, interpersonal, communication, teamwork, and technology skills, as well as an ability to use them to seek out and assess information, explore alternative solutions, draw reasoned conclusions, and do project planning. The broad range of teaching and learning formats and strategies, integrated into the curriculum, are also aimed at helping students develop and embrace motivation and commitment to life-long learning as part of their personal and professional decision-making, development and growth. Corporate Communications Centennial College pg. 14