Preparing future business leaders to meet the demands of a fast-changing marketplace requires a strategic understanding of corporate communications — specifically, how to manage brand reputation, gain consumer trust and achieve business results.
In partnership with leading business schools, the PRSA MBA/Business School Program assists educators in introducing MBA-level strategic communications courses grounded in reputation management fundamentals into their institutions’ curricula.
Faculty and administrators from five founding schools worked with PRSA volunteers and staff to create and test the program. Support also was provided by the Arthur W. Page Society and the PRSA Foundation. Paul Argenti, professor of corporate communications at Dartmouth College’s Tuck School of Business, has played a critical role in developing the course content, based on his work over the past 30 years, and continues to be involved in revising and updating it.
MBA Course Resources
To meet the specific needs of individual MBA programs, the PRSA MBA/Business School Program provides flexible full-semester, “mini-mester” and seminar formats, and covers such areas as corporate communications (internal and external), integrated marketing communications, investor relations, corporate social responsibility (CSR), government relations and crisis communications.
Our community of communications educators is eager to support your efforts to incorporate this subject matter into your MBA program. To help you introduce strategic communications course work at your institution, PRSA offers:
- Sample Syllabus for a Full Semester Course, Mini-Mester Course and One-Day Seminar easily modified to fit your course needs from Paul Argenti, professor of corporate communications, Tuck School of Business, Dartmouth College.
- Article, “Developing A New Generation of PR-Savvy Business Leaders,” by Judy Phair, APR, Fellow PRSA, chair, PRSA MBA/Business School Program, and president, PhairAdvantage Communications, LLC.
- White Paper, “Bridging the Gap Between Strategic Communications Education and Master of Business Administration (MBA) Curriculum,” by Kristie Byrum, Ph.D., APR, assistant professor, mass communications, Bloomsburg University of Pennsylvania.
- Counsel from fellow communications educators at partner MBA programs, such as Dartmouth, Northwestern or William and Mary, on introducing this program.
• Review the course resources.
• Submit the MBA Digital Application Form
• PRSA can coordinate a conference call or in-person visit to help you get started. Educators at partner MBA programs would be happy to speak with you about the program, and PRSA can provide additional implementation tools and counsel.
For more information, please connect with Jeneen.Garcia@prsa.org or at (212) 460-1466.
Partner Schools Include: