Aerial view of campus with Williamsport, the Susquehanna River and Bald Eagle Mountain as a backdrop

Business Administration (BUS, CCOM)

Associate Professor: Grassmueck
Assistant Professors: Capo, Irwin (Chair), Zajack

Sloter Chair of Entrepreneurship: Azriel

Major: Business Administration, Corporate Communication

Courses required for major: 12
Capstone requirement for Business Administration: Assessment Examination and one business course numbered 400 or above
Capstone requirement for Corporate Communication: CCOM 400 or 440
Minor: Business Administration, Corporate Communication

The major in Business Administration is designed to educate students about business and management functions in for profit, non-profit, and public organizations. The program provides well-balanced preparation for a wide variety of professions and careers, including banking, financial services, small business management, marketing, sales, advertising, retailing, management, supervision, investments, human resources management, organization development, entrepreneurship, and management information systems. The major is also appropriate for students who plan to attend graduate school in business or related fields, such as law or public administration.

The major in Corporate Communication with a liberal arts base is the perfect choice for students interested in corporate communication, advertising, public relations, management and financial communication, marketing communication, and media relations.

The Department of Business Administration is a member of the Institute for Management Studies. For more information, see the Institute for Management Studies listing.

Major Requirements

All students majoring in Business Administration must complete the core courses: ACCT 110 and either ACCT 130 or 223; BUS 228, 238, 244; ECON 110 and 111; one BUS or ENTR course numbered 400 or higher except BUS 439; and at least four other BUS or ENTR courses numbered 300 or higher.

Capstone Requirement

To earn a degree in business administration, students must pass an outcomes assessment exam during their senior year as determined by the Department. Students who fail must re-take and pass the assessment.

Diversity and Writing Courses

The following courses satisfy the Domestic Cultural Diversity Requirement: BUS 244, 300 and 310. The following course satisfies the Global Cultural Diversity Requirement: BUS 333. A list of courses that, when scheduled as W courses, count toward the Writing Requirement, can be found on the Registrar’s website and in the GENERAL EDUCATION REQUIREMENTS section of the catalog.

Minor Requirements:

A minor in Business Administration consists of BUS 228, 238, 244; and two additional courses from ACCT 110 or any BUS course at the 200 level or above.

Internships

Through BUS 439, Business Practicum, the department facilitates a wide variety of internships with businesses, government agencies, and nonprofit organizations. In addition, the department is a member of the Institute for Management Studies, which also facilitates internships, including full-time internships during the summer.

BUSINESS (BUS)

200
THE BUSINESS OF ENERGY
Access to affordable energy is essential for sustainable economic development and improvement in living standards. This course examines the issues which affect the success of non-renewable and renewable energy financing programs, focusing on the critical relationship between capital markets and financial institutions. Topics include corporate finance relevant to the oil and gas industry as well as issues of unconventional, renewable, and alternative energy.

228
MARKETING PRINCIPLES
A study of the methods used by business and nonprofit organizations to design, price, promote, and distribute their products and services. Topics include new product development, advertising, retailing, consumer behavior, marketing strategy, ethical issues in marketing, and others.

238
FUNDAMENTALS OF FINANCIAL MANAGEMENT
A study of the fundamental theory, tools, and methods of financial management for a business owner. Topics include the time value of money, analysis of financial statements, capital budgeting, cost of capital, and capital structure. Prerequisites: Either Math placement of level 3 or one Math course beyond MATH 100.

244
MANAGEMENT AND ORGANIZATIONAL BEHAVIOR
A study of the complex character of organizational life and the discipline and process of management. Topics include the evolution and scope of organizations and management, planning, organizing, leading, and controlling. Emphasis is placed on the importance of managing in a global environment, understanding the ethical implications of managerial decisions, and appreciating work place diversity. Fulfills Domestic Cultural Diversity Requirement.

300
BUSINESS AND SOCIETY
Explores the intersection of business and society, with an emphasis on how society shapes business decisions, how business decisions shape society, and the evolution of these relationships over time. This class explores alternative viewpoints and aims to instill an appreciation of the role of business and entrepreneurship in society. It emphasizes critical thinking skills by exposing students to different perspectives. Students explore the social foundations of business and entrepreneurship, as well as their economic meaning and implications. Key themes include the economics of enterprise, the importance of institutions, the roles of risk and uncertainty, the causes of profit, the process of decision making, the sovereignty of consumers, the effects of competition, and inequality of wealth and income. Fulfills Domestic Cultural Diversity Requirement.

306
HEALTH CARE ADMINISTRATION
Presents key issues affecting the administration of today’s healthcare organizations and explores how those issues impact the delivery of care. Issues of accounting, finance, marketing, human resource management, and management information systems are explored. Provides a solid foundation of applying managerial knowledge within the healthcare industry. Introduces students to the practices and theories of health care policy and current issues facing the healthcare industry. Prerequisites: BUS 228, 238, and 244 or consent of instructor.

309
ORGANIZATIONAL THEORY
Explores how we think about organizations by examining the theoretical underpinnings of our understanding of organizations and organizational life, beginning with a historical survey of early theorists and moving on to explore the major theoretical lenses of current research. Explores the roles of technology, the organizational environment, social structure, and power in organizations through a variety of viewpoints including general systems theory, contingency theory, social construction, institutional theory, culture, storytelling, and discourse analysis.

310
HUMAN RESOURCES MANAGEMENT
A study of the human resources function in organizations. The course introduces the roles and functions of the human resources department and how managers engage in human resource activities at work. Explores the functions of selection, training and development, compensation, retention, performance appraisal, promotion, employment law, and the modern-day importance of strategic human resource management. Prerequisites: BUS 228, 238, and 244 or consent of instructor. Fulfills Domestic Cultural Diversity Requirement.

311
INVESTMENT THEORY
Focuses on financial theory and empirical evidence that are used for investment decisions. A sound investment decision requires in-depth knowledge of the financial markets and empirical knowledge. This class is devoted to understanding investment principles and investors’ attitudes. Students learn how financial thinking has evolved since the turn of the 20th century by studying the great thinkers in the field of finance. The majority of the class is devoted to understanding the past and developing an investment policy based on individual risk preferences based on the knowledge and skills from class.

314
BUSINESS WRITING
Explores the principles of business writing through critical analysis, with special focus on mechanics, organization, clarity, conciseness, tone, and correctness. Students learn to develop, organize, and express ideas in various formats, including emails, business letters, memoranda, reports and proposals. Emphasis is placed on identifying the appropriate target audience and using the style appropriate both for the audience and the material to be communicated. Prerequisites: ENGL 106 or 107 or consent of instructor.

315
PRIVATELY OWNED BUSINESS MANAGEMENT
Explores how to manage a privately-owned firm from developing the business idea, managing day-to-day issues, and exit strategies and succession planning. Students examine how to adapt tools developed for publicly-owned firms to create effective strategies for private firms including small and family-owned businesses. Topics include general management issues such as developing and supporting organizational culture, employment best practices, and using budgets as planning tools. Cross-listed as ENTR 315. Prerequisites: ENTR 200; or BUS 228, 238, and 244; or consent of instructor.

320
SOCIAL ENTREPRENEURSHIP
Focuses on creating a business to solve a social problem with the intent of achieving both a social impact and financial sustainability. The course views social entrepreneurship as a distinct alternative to public sector initiatives, especially in its approach to pervasive problems in society. Students build on principles learned in ENTR 200 and apply them and additional strategies to impacting social issues. Cross-listed as ENTR 320. Prerequisites: ENTR 200; or BUS 228, 238, and 244; or consent of instructor.

325
DIGITAL MARKETING
With the rapid shift of advertising dollars away from traditional media to digital platforms, it is becoming increasingly important for entrepreneurs and marketing graduates to be well-versed in digital marketing fundamentals. Through readings, papers, videos, case studies, and hands-on projects, students come away with an understanding of successful digital marketing strategies, user generated content, search, social media and networks, mobile, and web analytics. Students also complete a hands-on project to build a marketing plan for a local business. Students exit the course with a solid understanding of digital marketing tactics, tools, and resources available for ongoing education. Cross-listed as ENTR 325. Prerequisites: ENTR 200; or BUS 228, 238, and 244; or consent of instructor.

332
ADVERTISING
Tracing the development of advertising into the broader field of integrated marketing communication, the course examines the concepts of branding, targeting, segmentation, positioning, and creative strategy. Students view and critique prominent advertising campaigns, create their own print and video advertisements, explore the psychology behind advertising, and assess the impact of advertising on society.

333
GLOBAL BUSINESS STRATEGIES
A study of the basic concepts and theories pertaining to today’s global economy, business environment, and markets. Topics include international business environment, foreign political systems, world cultures, global economic integration, operation of the international monetary system, and ethical issues involving global business. Also covers multinational corporations, national trade policies, foreign direct investment, and regional trading areas. Prerequisites: BUS 228, 238, and 244 or consent of instructor. Fulfills Global Cultural Diversity Requirement.

337
SECURITY VALUATION AND PORTFOLIO THEORY
An introduction to the valuation of securities and quantitative portfolio theory, practice, optimization, and management. It addresses investor choice, market opportunities, and optimal portfolio selection. It examines security covariance and return models, performance analysis, and return attribution. A detailed examination of portfolio management and capital market theory including a review of material on efficient markets, the basic Markowitz portfolio model and the capital asset pricing model. These concepts are addressed in terms of international diversification and the evaluation of portfolio performance. Prerequisite: BUS 228, 238, and 244.

339
CORPORATE FINANCE AND INVESTMENT BANKING
An intensive study of issues and applications of financial management in corporate finance. Topics include advanced capital budgeting, cash flow estimation and risk analysis, capital structure and leverage, dividend policy, international finance, and basic investment banking. Prerequisites: ACCT 110; BUS 228, 238, and 244; or consent of instructor.

342
MARKETING RESEARCH
The study of the principles and practices of marketing research. The focus is on the development and application of marketing research methods. Topics covered include selection of a research design, data collection, analysis, and report writing. Both quantitative and qualitative methods are covered. Focuses on an applied project. Prerequisites: BUS 228, 238, and 244 or consent of instructor.

347
CONTEMPORARY ISSUES IN MARKETING
Examines social controversies involving marketing as portrayed in books, popular writings, political debates, and films (e.g., marketing of junk-foods, prescription drugs, or violent video games). Analyzes specialized marketing practices, such as financial services marketing, nonprofit marketing, internet marketing, or sports and recreational marketing. Prerequisites: BUS 228, 238, and 244 or consent of instructor. May be repeated once for credit with departmental approval when topics are different.

348
CONTEMPORARY ISSUES IN MANAGEMENT
Examines social controversies involving management as portrayed in books, popular writings, political writings, and films (e.g., the effects of plant closings and global competition on local communities). Analyzes specialized management practices, such as social entrepreneurship, environmentally sustainable business practices, or public administration. Prerequisites: BUS 228, 238, and 244 or consent of instructor. May be repeated once for credit with consent of department when topics are different.

349
CONTEMPORARY ISSUES IN FINANCE
Examines social controversies involving finance as portrayed in books, popular writings, political debates, and films (e.g., Enron and other corporate financial scandals, the destabilizing effects of hedge funds, and programmed trading). Analyzes specialized financial practices, such as public finance or investment banking. Prerequisites: BUS 228, 238, and 244 or consent of instructor. May be repeated once for credit with consent of department when topics are different.

400
APPLIED ENTREPRENEURSHIP
Integrates all core coursework into an intensive application in entrepreneurship. The course revolves around entrepreneur, venture capital, and support service (legal, etc.) guest lecturers both on campus and at the entrepreneur’s place of business. In addition, the course requires advanced case studies, advanced simulations, and hands on projects focused on starting or growing an enterprise along with corporate venturing. When possible, students work with an entrepreneur to help in advanced planning to launch or grow the business. Cross-listed as ENTR 400. Prerequisites: ENTR 200, 210, and 220; or ENTR 200, BUS 228, 238, and 244; or consent of instructor.

420
ORGANIZATION DEVELOPMENT
An overview of the concepts, models, and theories in the field of organization development. Emphasizes the design and management of organizational change through diagnosis, intervention, and institutionalization of change events. Opportunities are provided for students to apply what they have learned by acting as change agents with a local organization. Prerequisites: BUS 228, 238, and 244 or consent of instructor.

424
LEADERSHIP IN THEORY AND PRACTICE
Designed to provide insight into the practical application of foundational theories of leadership. Students explore scholarly approaches to the topic and think critically about the workplace implications of major theories. This course investigates approaches to leadership that encourage and empower followers to act in accordance with their purpose and personal values. Particular attention is paid to how leaders can create circumstances in which followers are intrinsically motivated to perform at their best. Prerequisites: BUS 228, 238, and 244.

429
MARKETING STRATEGY
A study of the methods used by business and nonprofit organizations to analyze and select target markets and then to develop strategies for gaining and maintaining these customers. Topics include competitive strategy, market segmentation, product positioning, promotional design, and marketing-related financial analysis. Addresses case studies and the development of a detailed marketing plan. Prerequisites: BUS 228, 238, and 244 or consent of instructor.

438
FINANCIAL MODELING
Introduces students to mathematical, programming, and statistical tools used in the real-world analysis and modeling of financial data. These tools are applied to model asset returns, measure risk, construct optimized portfolios, value securities and to develop advanced capital budgeting tools using Microsoft Excel and other software if necessary. Students build probability models for asset returns, apply statistical techniques to evaluate if asset returns are normally distributed, use Monte Carlo simulation, construct efficient portfolios, and use other tools to evaluate financial models. Prerequisites: BUS 228, 238 and 244..

439
BUSINESS PRACTICUM
Provides students with practical work experience with local companies and organizations. Students work 10-12 hours per week for their sponsor organizations, in addition to attending a weekly seminar on management topics relevant to their work assignments. Since enrollment is limited by the available number of positions, students must apply directly to the Business Department before preregistration to be eligible for the course. May be repeated once for credit with consent of instructor when topics are different.

441
BUSINESS STRATEGY
An intensive study of the entrepreneurial function of business enterprises designed to build skills in conducting strategic analysis and strategic development in a variety of industries and competitive situations. Students examine industry structure, functional strategies, competitive challenges of a global marketplace, and sources of sustainable competitive advantage. Designed to integrate the knowledge and skills gained from previous coursework in business and related fields. Prerequisites: BUS 228, 238, and 244 or consent of instructor. Juniors and Seniors only.

470-479
INTERNSHIP
Prerequisites: BUS 228, 238, and 244 or consent of instructor.

N80-N89
INDEPENDENT STUDY
Prerequisites: BUS 228, 238, and 244 or consent of instructor.

490-491
INDEPENDENT STUDY FOR DEPARTMENTAL HONORS
Prerequisites: BUS 228, 238, and 244 or consent of instructor.

CORPORATE COMMUNICATION (CCOM)

The program in Corporate Communication at Lycoming College explores the way media interacts with society and prepares students for careers as publicists, social media managers, advertising specialists, creative directors, entertainment and sports professionals, news analysts, event managers, and for new roles on emerging platforms in digital communication. A strong grounding in theory merges with an emphasis on real-world, hands-on experiences to develop successful graduates who are nimble thinkers ready to take on complex issues faced by organizations, brands, and individuals in today’s dynamic media landscape.

Major Requirements

All students majoring in Corporate Communication must complete a total of 12 courses, distributed as follows:

Core Corporate Communication Courses
CCOM 200                 Media and Communication
CCOM 324                 Public Relations
CCOM 332                 Advertising

Corporate Communication Specialization Courses (select two)
CCOM 211                 Public Speaking
CCOM 221                 Event Management
CCOM 222                 Entertainment Industry Promotion
CCOM 327                 Sports and the Media
CCOM 349                 Political Communication
CCOM 330                 Special Topics in Corporate Communication

Digital Media Course (select one)
ART 240                     Digital Photography I
ART 243                     Introduction to Digital Art
FVA 100                     Introduction to Visual Media
FVA 200                     Digital Film and Video I

Business-Related Courses (select two from different prefixes)
ACCT 110                  Financial Accounting
ACCT 130                  Accounting for Managerial Decision Making
BUS 244                     Management and Organizational Behavior
BUS 314                     Business Writing
ECON 110                  Principles of Macroeconomics
ECON 111                  Principles of Microeconomics

Interdisciplinary Electives (select three additional courses)
Electives allow students to explore the business, social, political, and design principles inherent in the field. Students must complete any prerequisites associated with their electives. Electives have been broken down into categories, but students are not limited to any one category. Students may take any three courses from the below.

Students interested in advertising should consider the following electives:
ART 212                     Color and Design
ART 240                     Digital Photography I
ART 340                     Digital Photography II
BUS 228                     Marketing Principles
FVA 200                     Digital Film and Video I
FVA 300                     Digital Film and Video II

Students interested in public relations should consider the following electives:
BUS 310                     Human Resources Management
CCOM 211                 Public Speaking
CCOM 327                 Sports and the Media
ECON 347                  Game Theory
MATH 115                 Applied Discrete Mathematics
MATH 123                 Introduction to Statistics
PHIL 120                    Introduction to Moral Philosophy

Students interested in consumer behavior should consider the following electives:
ANTH 103                  Cultural Anthropology
ANTH/ARCH 210      Talking Trash: Archeology of Everyday Life
CPTR 125                   Introduction to Computer Science
ECON 111                  Principles of Microeconomics
ECON 220                  Money and Banking
PSY 237                      Cognition
REL 231                      Magic and Myth in Popular Culture

Students interested in event planning should consider the following electives:
ACCT 225                  Budgeting and Financial Statement Analysis
BUS 238 Fundamentals of Financial Management
CCOM 221                 Event Management
CCOM 222                 Entertainment Industry Promotion
THEA 146                  Fundamentals of Production Design
THEA 227                  Principles of Stage Management

Students interested in political communication should consider the following electives:
CCOM 349                 Political Communication
ECON 110                  Principles of Macroeconomics
PHIL 334                    Contemporary Political Philosophy
PSCI 220 Public Policy in America
PSCI 227                     Media and Politics
PSCI 316                     Public Opinion and Polling

CCOM 330 Special Topics in Corporate Communication is also accepted as an elective.

Capstone Requirement (select one)

CCOM 400 Applied Corporate Communication
CCOM 440 Capstone Project

Diversity and Writing Courses

The following course satisfies the Domestic Cultural Diversity Requirement: CCOM 349. A list of courses that, when scheduled as W courses, count toward the Writing Requirement, can be found on the Registrar’s website and in the GENERAL EDUCATION REQUIREMENTS section of the catalog.

Minor Requirements

The Corporate Communication minor will enhance the content of any major area of study with an additional set of communication skills. Five courses are required: CCOM 200, CCOM 324, two additional CCOM courses, and one additional course that counts toward the CCOM major.

200
MEDIA AND COMMUNICATION
Focuses on the way brands interact with society using advertising, public relations, social media, and digital content. The course explores how brands work with their customers, their social media followers, journalists, and the community at large to maintain a reputation, shape their messaging, and foster relationships.

211
PUBLIC SPEAKING
Training in methods of informative and persuasive speaking, including formal speeches, impromptu situations, presentations, and persuasion in critical situations. Emphasizes the basic elements of effective public discourse: audience analysis, organization, content, and presentation skills. Prerequisite: ENGL 106 or 107.

221
EVENTS MANAGEMENT
An introduction to events planning and management, which includes event design, marketing, operations, logistics, risk, staffing, and finance. Includes planning and management of corporate, non-profit, sports, arts, cultural and mega-events, and conventions. Alternate years.

222
ENTERTAINMENT INDUSTRY PROMOTION
Traces the music, television, film, and theater industries through the digital age (1980 to the present), the dominance of social media platforms, and the ways the entertainment industry affects society.

324
PUBLIC RELATIONS
Considers the practice, theory, philosophy, ethics, and history of public relations. Appraises the capacity of public relations 1) to inform; 2) to persuade; 3) to cause, maintain, or change events and perceptions; and 4) to foster strategic business choices and decisions through rhetorical means. Prerequisite: ENGL 106 or 107.

327
SPORTS AND THE MEDIA
Examines the field of media relations as it pertains to the world of sports. Students gain an understanding of how and why sports entities communicate with the media and the public. Using leagues, teams, and players as case studies, the course analyzes written, broadcast, and digital platforms as well as public events such as press conferences, interviews, and the ability to deal with breaking news. Students work to construct strategic communication plans for sports entities that are factual, ethical, and useful.

330
TOPICS IN CORPORATE COMMUNICATION
Study of communication theory as applied to a special area of corporate communication through
readings, discussion, and applications. Prerequisite: Sophomore standing or above or CCOM 200 or consent of instructor. May be repeated for credit when topics are different.

349
POLITICAL COMMUNICATION
Speechwriting, debate, political advertising, and the role of the press secretary are investigated in relation to political campaigns, elected officials, and political parties in the United States. Prerequisite: One CCOM or PSCI course or permission of instructor. Fulfills Domestic Cultural Diversity Requirement.

400
APPLIED CORPORATE COMMUNICATION
Provides students with practical work experience with local companies and organizations. Students work 10-12 hours per week for their sponsor organizations, in addition to attending a weekly seminar on topics relevant to their work assignments. Prerequisites: CCOM 200 324, and 332. Consent of instructor required.

440
CAPSTONE PROJECT
Students about to enter careers in advertising, marketing communication, public relations, or corporate communication go deep into one final single, semester-long, individual assignment of the student’s choice, with the instructor’s guidance and permission. Most often the assignment takes the form of a thesis of original research using literature reviews and qualitative or quantitative methods. rerequisites: CCOM 200, 324 and 332. .

470
INTERNSHIP
Interns usually work off-campus in fields related to their areas of study. Students must apply for departmental and College approval prior to registration to be eligible for this course. Prerequisite: junior or senior standing. 1-8 credits

N80-N89
INDEPENDENT STUDY
Represents an opportunity to pursue specific interests and topics not usually covered in regular courses. Through a program of readings and tutorials, the student has the opportunity to pursue these interests and topics in greater depth than is usually possible in a regular course.

490-491
INDEPENDENT STUDY FOR DEPARTMENTAL HONORS