Abstract
Curriculum development for a public and corporate communication major at Butler University is described as a response to student interest in career-oriented liberal arts education. The article explains how the program combined speech communication, English, journalism, and radio-television coursework to prepare students for public relations, corporate communication, media, and public-sector communication roles. It outlines the influence of public relations education recommendations, community advisory input, and faculty committee planning on the program’s design. The curriculum includes a university core, major requirements across four departments, cognate options in business administration or public affairs, and internship opportunities with communication-related organizations. The article also discusses implementation challenges, including the large number of required hours, transfer-student scheduling issues, and administrative coordination across multiple departments and colleges. The program is presented as an interdisciplinary model for adapting communication curricula to changing student and professional needs.
Recommended Citation
Neher, William W. and Flood, Royce E.
(1984)
"A Major in Public and Corporate Communication: Curriculum Development and Implementation at a Small University,"
Association for Communication Administration Bulletin: Vol. 50, Article 26.
Available at:
https://stars.library.ucf.edu/aca/vol50/iss1/26
