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

Business Administration (BUS, CCOM)

Associate Professor: Grassmueck (Chair)
Assistant Professors: Capo, Irwin, Zajack
Sloter Chair of Entrepreneurship: Welch

  • Major: Business Administration, Computational Communication, Corporate Communication
  • Courses required for major: 12
  • Non-credit colloquium for Computational Communication or Corporate Communication: 4 semesters
  • Capstone requirement for Business Administration: Assessment Examination and one business course numbered 400 or above
  • Capstone requirement for Computational Communication or 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 majors in Computational and Corporate Communication with a liberal arts base are the perfect choice for students interested in computational communication, 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 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.

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.

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
INTEGRATED MARKETING COMMUNICATIONS
Integrated marketing communications combines the promotional tools of advertising, direct marketing, sales incentives, public relations, and personal selling. Focuses on how to plan, develop and execute integrated marketing communications programs for a coordinated strategic program of total communications for an organization. IMC is a concept in use in business, government, and social service sectors. Prerequisites: BUS 228, 238, and 244 or consent of instructor.

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.

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
QUANTITATIVE FINANCIAL ANALYTICS
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, 244, and 337.

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.

COMPUTATIONAL COMMUNICATION

Computational Communication is an interdisciplinary major designed to prepare students for the rapidly growing fields of advertising technology, marketing technology, and related fields. The program leads to professional opportunities in corporate communication, advertising, consulting, and communication technology management.

Major Requirements

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

  1. Required Corporate Communication courses (five courses):
    CCOM 200     Introduction to Corporate Communication
    CCOM 324     Public Relations
    CCOM 332     Advertising & Integrated Marketing Communication
    CCOM 335     Public Communication of Science
    CCOM 400 Corporate Communication Strategy or CCOM 440 Capstone Research Project 

  2. Required Mathematics and Computer Science Courses (five courses):
    CPTR 125       Introduction to Computer Science
    CPTR 322       Introduction to Web-based Programming
    CPTR 339       Introduction to Database Management
    MATH 115     Applied Discrete Mathematics, or MATH 216 Discrete Mathematics
    MATH 123     Introduction to Statistics

  3. Elective Courses (select two courses):
    ACCT 320      Accounting Information Systems/Fund Accounting
    BIO 215          Introduction to GIS
    BUS 228         Marketing Principles
    BUS 342         Marketing Research
    BUS 438         Quantitative Financial Analytics
    CPTR 246       Principles of Advanced Programming
    CPTR 247       Data Structures
    ECON 347      Game Theory
    ENTR 325       Digital Marketing
    FVA 322         Visual Media in the Digital Age

Capstone Requirement

All majors must successfully complete CCOM 400 Corporate Communication Strategy or CCOM 440 Capstone Research Project.

Writing Courses

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.

CORPORATE COMMUNICATION (CCOM)

Corporate Communication is an inter-disciplinary major designed to prepare students for a variety of careers in business, government, non-profit, political, policy, international, or non-governmental organizations. The program leads to professional opportunities in corporate communication, public relations, advertising, marketing communication, public affairs, advocacy, media relations, human resources, change management, investor relations, science and environmental communication, international communication, and related fields.

Major Requirements

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

  1. Required Core Communication courses (five courses), plus colloquia:
    CCOM 200     Introduction to Corporate Communication
    CCOM 210     Writing for Corporate Communication
    CCOM 324     Public Relations
    CCOM 332     Advertising & Integrated Marketing Communication
    CCOM 146, 246, 346, 446: four semesters of non-credit colloquium     
          And one of either
          FVA 100         Introduction to Visual Media
          FVA 200         Digital Film and Video Production I
  2. Core business-related courses (two courses):
    BUS 228         Marketing Principles

    And one of either
    ECON 110      Principles of Macroeconomics
    ECON 111      Principles of Microeconomic

  3. Quantitative Course (one course):
         ACCT 110      Financial Accounting
         CPTR 125       Introduction to Computer Science
         MATH 115     Applied Discrete Mathematics
         MATH 123     Introduction to Statistics

  4. Communication capstone (one course):
    CCOM 400     Corporate Communication Strategy
    CCOM 440     Capstone Research Project
  5. Elective Courses (select three courses). Other related courses may be substituted with departmental approval:
    ANTH 103      Cultural Anthropology
    BUS 238         Fundamentals of Financial Management
    BUS 244         Management and Organizational Behavior
    BUS 333         Global Business Strategies
    BUS 342         Marketing Research
    BUS 429         Marketing Strategies
    CCOM 211     Informative and Persuasive Speaking
    CCOM 221     Events Planning
    CCOM 330     Topics in Corporate Communication
    CCOM 333     Financial Communication
    CCOM 335     Public Communication of Science
    CCOM 400     Corporate Communication Strategy
    CCOM 440     Capstone Research Project
    CCOM 470     Internship
    ECON 220      Money and Banking
    PHIL 216        Business Ethics
    PSCI 220         Public Policy in America
    PSCI 261         International Organizations
    PSCI 316         Public Opinion and Polling
    PSCI 338         Environmental Law and Politics 

 

Capstone Requirement

All majors must successfully complete CCOM 400 or 440.

Writing Courses

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 marketable skills in communication and public relations for business, nonprofits, and political, policy, or public interest groups. Five courses are required: CCOM 200, CCOM 210, two other CCOM courses, and one additional course that counts toward the CCOM major.

200
INTRODUCTION TO CORPORATE COMMUNICATION
Introduces 1) the functional disciplines within corporate communication, including media relations, investor relations, employee relations, and community relations; 2) stakeholder management and issues management as core competencies of corporate communication; 3) the purposes and organization of a corporation; and 4) the relations among corporate and personal reputation, responsibility, and ethics. Information and insights from this course are applicable equally to non-profit, for-profit, or public sector organizations.

210
WRITING FOR CORPORATE COMMUNICATION
Instruction and practice in tactical writing skills to attain the entry-level competence expected
for professionals in public relations and corporate communication. These skill sets include messaging; document formats and document distribution; writing for aural, oral, digital, and traditional communication; speechwriting; writing news releases; and media relations. Prerequisite: ENGL 106 or 107 or consent of instructor.

211
INFORMATIVE AND PERSUASIVE 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 PLANNING
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.

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.

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.

332
ADVERTISING & INTEGRATED MARKETING COMMUNICATION
An introduction to advertising and integrated marketing communication (IMC), this course links communication theory to practice fundamentals, such as branding, segmentation, targeting, message development, creative execution, and media planning. It details the growth of advertising into the broader field of IMC due to the dominance of brand, media fragmentation, and increased customer empowerment, among other forces.

333
FINANCIAL COMMUNICATION
Financial communication combines its core discipline – communication – with elements from corporate finance, law, accounting, information technology, management, and marketing. Its primary purpose is to sustain a company’s reputation, financial standing, and optimum valuation.  Covers the role of information in the capital markets, formal and informal disclosure of material information, relevant US securities law and regulations, corporate governance, and working with investors, potential investors, financial analysts, and the financial media. No mathematics required. Prerequisite: CCOM 200; or an ACCT, BUS, or ECON course; or consent of instructor.

335
PUBLIC COMMUNICATION OF SCIENCE
Effective communication increases the odds that science and scientists can have a maximum positive impact on society. Yet science-based issues often remain shrouded in misperception and misunderstanding by laypersons, undercutting science in policy discussions and business decisions. This course exposes students to science, health care, environmental, energy, and natural resources communication. It examines the ways trained scientists and professionals think and communicate differently and for different purposes than the public-at-large. The course looks at the popularization of science, the polarization of science issues, and the core concepts of risk communication. Alternate years.

400
CORPORATE COMMUNICATION STRATEGY
An integrative course in issues management, crisis management, planning, and evaluation, students learn organized and conscientious approaches for using communication to support business strategy, to manage reputation, and to solve business problems. Prerequisites: CCOM 200, 210, and 324. Alternate years.

440
CAPSTONE RESEARCH 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 and 324. Alternate years.

146, 246, 346 and 446
CORPORATE COMMUNICATION COLLOQUIUM
Students are required to complete successfully the non-credit colloquium for a total of four semesters through academic experiences such as WRLC, The Lycourier, and Crossing The Frame Productions. Enrollment in other similar on and off-campus academic experiences will be accepted with departmental approval. Pass/Fail. Non-credit.  

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