Centennial College - Postsecondary Education Quality Assessment ...

Application for Ministerial ConsentOntario Colleges of Applied Arts and TechnologyBachelor ofCorporate Communications andPublic RelationsSubmitted to:Postsecondary Education Quality Assessment BoardMarch 13, 2012

College and Program InformationCollege Name:Centennial College of Applied Arts and TechnologyURL:www.centennialcollege.caProposed Degree:Bachelor of Communications and Public RelationsDelivery Location:The Centre for Creative Communications951 Carlaw AvenueToronto, ON M4K 3M2AndProgress Campus941 Progress AvenueToronto ON M1G 3T8Contact Information:Site Visit Coordinator:Nate Horowitz, DeanSchool of Communications, Media and DesignPO Box 631, Station AToronto, ON M1K 5E9416-289-5101nhorowitz@centennialcollege.caBarry Waite, Program CoordinatorCorporate Communications and Public RelationsPO Box 631, Station AToronto, ON M1K 5E9416-289-5000 ext. 8820bwaite@centennialcollege.caCorporate Communications Centennial College pg. iand Public Relations

Table of ContentsList of Tables…………………………………………………………………………..vii1. Introduction ..................................................................................................... 11.1. Executive Summary ............................................................................................. 11.1.1. Program Need ...................................................................................................... 11.1.1.1. Employer Demand ........................................................................................ 11.1.1.2. Student Demand ........................................................................................... 21.1.2. Program Overview ................................................................................................ 21.1.2.1. Centennial’s Mission and Academic Goals .................................................... 31.1.2.2. Outline of Program Structure ......................................................................... 31.1.2.3. Comparable Programs .................................................................................. 41.1.3. Centennial’s Capacity and Strengths .................................................................... 51.1.3.1. Four Year Enrolment and Faculty Projections ............................................... 51.1.3.2. Support and Recognition from External Entities ............................................ 61.1.3.3. Program Strengths ........................................................................................ 61.2. Program Abstract ................................................................................................. 72. Degree Level ................................................................................................... 82.1. Depth and Breadth of Knowledge ......................................................................... 92.2. Conceptual & Methodological Awareness/Research and Scholarship .................112.3. Communication Skills ..........................................................................................122.4. Application of Knowledge ....................................................................................132.5. Professional Capacity/Autonomy .........................................................................142.6. Awareness of Limits of Knowledge ......................................................................153. Admission, Promotion and Graduation ......................................................... 173.1. Admission Requirements for Direct Entry ............................................................173.2. Admission Policy and Procedures for International Students and Students WhoseFirst Language is not English ..............................................................................183.3. Admission Policies and Procedures for Mature Students .....................................183.4. Promotion and Graduation Requirements............................................................193.4.1. Grading System...................................................................................................193.4.2. Promotion ............................................................................................................193.4.3. Remediation, Sanctions and Suspension ............................................................203.4.4. Graduation ..........................................................................................................203.5. Advanced Standing Policies and Requirements ..................................................213.5.1. Transfer Credit ....................................................................................................213.5.2. Advanced Standing .............................................................................................223.5.3. Prior Learning Assessment and Recognition .......................................................233.5.4. Degree Completion .............................................................................................23Corporate Communications Centennial College pg. iiand Public Relations

3.5.5. Administrative Procedures ...................................................................................244. Program Content .......................................................................................... 384.1. Program Advisory Committee (PAC) ..................... Error! Bookmark not defined.4.1.1. Program Advisory Committee Membership ........... Error! Bookmark not defined.4.1.2. Program Advisory Committee Support .................. Error! Bookmark not defined.4.2. Professional Accreditation ...................................................................................384.2.1. Professional Requirement and Standards ...........................................................384.2.2. Professional Recognition .....................................................................................424.3. Learning Outcomes .............................................................................................494.3.1. Degree and Program Outcomes ..........................................................................504.3.2. Breadth Outcomes ..............................................................................................624.4. Course Descriptions ............................................................................................654.4.1. Core Courses ......................................................................................................654.4.2. Non-Core Courses ..............................................................................................794.4.2.1. Breadth Requirement ...................................................................................794.4.2.2. Required Non-Core Course Descriptions and Breadth Course Requirements.....................................................................................................................794.4.2.3. Elective Non-Core/Breadth Course Descriptions and Breadth CourseRequirements ...............................................................................................824.5. Course Schedules ...............................................................................................904.5.1. Program Structure ...............................................................................................904.5.2. Course Schedule 1 ................................................ Error! Bookmark not defined.4.5.3. Course Schedule 2 ..............................................................................................924.6. Work Experience ............................................................................................... 6394.6.1. Work Experience Requirements ........................................................................ 6394.6.2. Types of Work Experiences ............................................................................... 6394.6.3. Support for Work Experience............................................................................. 6394.6.4. Learning Outcomes ........................................................................................... 6404.6.5. Evaluation/Assessment ..................................................................................... 6404.7. Course Outlines..................................................... Error! Bookmark not defined.4.7.1. Core Course Outlines ............................................ Error! Bookmark not defined.4.7.2. Non-Core Course Outlines .................................... Error! Bookmark not defined.4.8. Bridging Courses ............................................................................................... 6425. Program Delivery ........................................................................................ 6775.1. Delivery Methods ............................................................................................... 6775.2. Quality Assurance of Delivery............................................................................ 6775.3. Student Feedback ............................................................................................. 6815.3.1. Student Feedback Questionnaires .................................................................... 6815.3.2. Comprehensive Program Quality Review Student Survey and Focus Group ..... 6815.3.3. Key Performance Indicator (KPI) Student Satisfaction Survey ........................... 6925.3.4. Program /Departmental Student Feedback Processes ...................................... 6955.4. Blended, Hybrid and Online Delivery ................................................................. 695Corporate Communications Centennial College pg. iiiand Public Relations

5.4.1. Policies Pertaining to Technology-, Computer-, and Online Learning Modes ofDelivery ............................................................................................................. 6955.4.1.1. eLearning Strategy ..................................................................................... 6955.4.1.2. Online, Blended and Hybrid Modes of Delivery Policy ................................ 6965.4.2. Integrity of Online Delivery ................................................................................ 6965.4.3. Consortial or Other Agreements ........................................................................ 6965.4.4. Computer and Technological Resources ........................................................... 6975.4.4.1. Learning Management System - eCentennial ............................................. 6975.4.4.2. Hardware, Software and Web Access ........................................................ 6985.4.4.3. Renewal and Upgrading ............................................................................. 6995.4.4.4. Risk Assessment and Planning .................................................................. 6995.4.5. Library Resources ............................................................................................. 7005.4.6. Human Resources and Support ........................................................................ 7005.4.6.1. Orientation and Preparation ....................................................................... 7005.4.6.2. Technical Assistance ................................................................................. 7015.4.6.3. Online Learning Professional and Technical Staff ......... Error! Bookmark notdefined.5.4.7. Faculty Professional Development – Technological Skills ................................. 7025.4.8. Safeguards ........................................................................................................ 7026. Capacity to Deliver ...................................................................................... 7046.1. Alignment with College Mission, Goals and Strengths ....................................... 7046.2. Learning and Physical Resources ..................................................................... 7046.2.1. Library Overview ............................................................................................... 7046.2.1.1. Library Facilities ......................................................................................... 7056.2.1.2. Library Services ......................................................................................... 7066.2.1.3. Online Databases for Core Curriculum ....................................................... 7986.2.1.4. Online Databases for Non-Core Curriculum ............................................... 8006.2.1.5. Books (Print and Electronic) ....................................................................... 8036.2.1.6. Journals (Print and Electronic) ................................................................... 8046.2.2. Computer Resources and Web Access ............................................................. 8056.2.2.1. Computer Labs .......................................................................................... 8056.2.2.2. Staff Computer Access ............................................................................... 8076.2.2.3. Web Access ............................................................................................... 8076.2.2.4. Software ..................................................................................................... 8076.2.3. Classroom Space .............................................................................................. 8086.2.4. Specialized Equipment, Workstations, Laboratories and Study Areas ............... 8106.3. Resource Renewal and Upgrading .................................................................... 8116.4. Support Services ............................................................................................... 8126.5. Faculty .............................................................................................................. 8186.5.1. Four Year Enrolment and Staffing Projections ................................................... 8186.5.2. Faculty Credentials ............................................................................................ 8196.5.3. Review of Faculty Performance ......................................................................... 8206.5.3.1. Reflective Practice ..................................................................................... 8206.5.3.2. Student Feedback Questionnaires ............................................................. 8206.5.3.3. Assessment of Contract Faculty ................................................................. 8216.5.3.4. Assessment of Probationary Faculty .......................................................... 8216.5.4. Currency and Professional Development .......................................................... 821Corporate Communications Centennial College pg. ivand Public Relations

6.5.5. Teaching Loads and Availability to Students ..................................................... 8236.6. Curriculum Vitae Release .................................................................................. 8246.7. Curriculum Vitae of Faculty Assigned to the Degree Program .... Error! Bookmarknot defined.6.7.1. Curriculum Vitae of Faculty Teaching Core Courses ............ Error! Bookmark notdefined.6.7.2. Curriculum Vitae of Faculty Teaching Non-Core Courses ..... Error! Bookmark notdefined.7. Credential Recognition ............................................................................... 9147.1. Post-Graduate Education .................................................................................. 9147.2. Employment ...................................................................................................... 9148. Regulation and Accreditation ...................................................................... 9339. Nomenclature .............................................................................................. 93410. Program Evaluation .................................................................................... 93510.1. Program Quality Review Process ...................................................................... 93510.1.1. Annual Program Review (APR) ......................................................................... 93510.1.2. Comprehensive Program Quality Review (CPQR)............................................. 93510.1.2.1. Comprehensive Program Quality Review Characteristics ........................... 93510.1.2.2. Comprehensive Program Review Procedures ............................................ 93610.1.3. Implementation of Program Review ................................................................... 93711. Academic Freedom and Integrity ................................................................ 93911.1. Academic Freedom and Intellectual Property .................................................... 93911.2. Academic Honesty ............................................................................................ 93911.3. Ethical Research ............................................................................................... 94011.4. Online Courses ................................................................................................. 94112. Student Protection ...................................................................................... 94212.1. Academic Calendar and Promotional Material ................................................... 94212.2. Protection of Student and Consumer Interests .................................................. 94212.2.1. Resolution of Academic Appeals, Complaints, Grievances and Disputes .......... 94212.2.2. Security of Academic Student Records ............................................................. 94312.2.3. Payment Schedule of Fees and Charges .......................................................... 94412.2.4. Student Dismissal .............................................................................................. 94412.2.5. Withdrawals and Refunds .................................................................................. 94512.3. Awareness of Policies and Procedures ............................................................. 94512.4. Information Provided Regarding Blended, Hybrid or Online Delivery ................. 94713. Economic Need........................................................................................... 94813.1. Job Outlook ....................................................................................................... 948Corporate Communications Centennial College pg. vand Public Relations

13.2. Importance of Business Focus .......................................................................... 94913.3. Market Research ............................................................................................... 95014. Duplication .................................................................................................. 95614.1. Similar College Programs .................................................................................. 95614.1.1. College Degree Programs ................................................................................. 95714.1.2. College Diploma Programs ................................................................................ 95914.1.3. Post-Graduate Certificate Programs .................................................................. 96114.2. Similar University Programs .............................................................................. 96115. Optional Material ......................................................................................... 964Corporate Communications Centennial College pg. viand Public Relations

List of TablesTable 1:Table 2:Direct Entry Program Admission Requirements............................................17English Language Proficiency Requirements for Students Whose FirstLanguage is not English ...............................................................................18Table 3: College Grading System ..............................................................................19Table 4: Promotion Requirements ..............................................................................19Table 5: Graduation Requirements ............................................................................20Table 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 ......................................................39Table 9:Degree Outcomes, Program Outcomes and CorrespondingCourses/Requirements.................................................................................50Table 10: Breadth Outcomes and Corresponding Courses/Requirements ...................62Table 11: Core Course Descriptions ............................................................................65Table 12: Required Non-Core Course Descriptions and Breadth CourseRequirements ...............................................................................................80Table 13: Elective Non-Core Course Descriptions .......................................................83Table 14: Program Structure ........................................................................................91Table 15: Course Schedule 1 ......................................... Error! Bookmark not defined.Table 16: Course Schedule 2 .......................................................................................92Table 17: Work Experience Requirements ................................................................. 639Table 18: Work Experience Outcomes ....................................................................... 640Table 19:Online Learning Professional and Technical Staff ......... Error! Bookmark notdefined.Table 20: Overview of Campus Library Facilities ....................................................... 705Table 21: Library Online Databases for Core Curriculum ........................................... 798Table 22: Library Online Databases for Non-Core Curriculum ................................... 801Table 23: Books (Print and Electronic) ....................................................................... 804Table 24: Journals (Print and Electronic) ................................................................... 805Table 25: Computer Labs .......................................................................................... 806Table 26: Software ..................................................................................................... 808Table 27: Classrooms and Seating Capacity ............................................................. 809Table 28: Library Plan and Schedule for Resource Renewal and Upgrading ............. 811Table 29: Plan and Schedule for Computer, Facility and Equipment Resource Renewaland Upgrading ........................................................................................... 812Table 30: Student Support Services ........................................................................... 812Table 31: Four Year Enrolment and Staffing Projections ............................................ 819Table 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 ................................... 958Table 35: Differentiation of Similar College Diploma and Advanced DiplomaPrograms ................................................................................................... 960Table 36: Differentiation of Similar University Programs ............................................ 962Corporate Communications Centennial College pg. viiand Public Relations

Section 1: Introduction1. Introduction1.1. Executive Summary1.1.1. Program NeedCorporate Communications and Public Relations play an important role in everyorganization’s success. In today’s fast paced world, it is essential for organizations in thecorporate, public and broader public sectors, as well as charitable institutions, to be ableto draw upon the skills of people who have an in-depth understanding of and an ability toapply a coherent and integrated approach to corporate communications and publicrelations, one that encompasses disciplines such as organizational communications andmarketing communications, along with practical skills in professional writing, mediarelations and social media, to name just a few. In an increasingly complex environmentof socio-economic change and transition, people who can apply those skills to supportthe organization in achieving its strategic vision and business goals are in high demand.Highly qualified corporate communicators and public relations specialists have multiplecareer options. They can apply their skills as employees, public relations counsel andinternal or external advisors.The need for managers and senior executives to be effective communicators is widelyrecognized and valued. Individuals with formal training and expertise in corporatecommunications and public relations are well positioned to assume positions ofleadership, not only in communications and public relations departments but also inother organizational areas. Although every organization is unique, the fundamentals ofbusiness, good writing, communication and public relations are universal, such as, forexample, strategic thinking and planning, respect for the audience’s attention, a vigorousand thorough exploration of a subject or topic, persuasive communication, andprofessional and business ethics. Strong communication, public relations, and businessskills in one organizational area or sector can be easily carried over to other areasacross the corporate, public and broader public sectors and charitable and nongovernmentalorganizations and institutions.1.1.1.1. Employer DemandThe demand for corporate communicators and public relations practitioners remainsstrong in Canada. Research conducted by professional associations such as theCanadian Public Relations Society (CPRS) and International Association of BusinessCommunicators (IABC) predicts growing demand for communicators in both theprivate and public sector. A continued robust market can be contributed to by severalfactors, including an increased focus on transparency and ethical communicationsamong organizations, the explosion in social media and the need to manage it as astrategic communications function, increased integration of marketing activities andCorporate Communications Centennial College pg. 1and Public Relations

Section 1: Introductionforecast retirement in the profession; CPRS estimates 29-34% of its members will beeligible for retirement in the next four to 10 years.Centennial College is proposing a degree that combines theoretical and practicalapproaches to corporate communications and public relations with a foundation often core business courses and a range of liberal arts breadth courses to create wellroundedgraduates ready to meet the needs of employers and help them grow andthrive 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 supportedby consultations with industry conducted by CPRS that shows employers are lookingfor graduates who have a fundamental understanding of business practices.1.1.1.2. Student DemandOntario students preparing to pursue post-secondary education are the most“connected” generation to move from high school to college or university. They havecome of age with Facebook and Twitter, and understand how social networksinterconnect with traditional media on multiple levels. They are also acutely aware ofthe challenges they face moving from high school to post-secondary education to theworkforce due to the reality of today’s economic climate, as are their parents. Withthe cost of post-secondary education and the increasing reality that a traditionaluniversity liberal arts degree will not offer any strong prospects for employment, theyare looking to other options.Centennial College believes that its proposed program will be highly attractive tostudents because it is “on trend” for today’s connected student, and provides a clearcareer path and work experience within its four year delivery.1.1.2. Program OverviewCentennial College’s proposed Bachelor of Corporate Communications and PublicRelations will be a first-of-its-kind four year degree program that will give studentscomprehensive training in corporate communications, public relations and social media,along with a strong foundation in business concepts, strategy and practice. These skillswill 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 businessenvironments, focusing on the role that public relations plays within local and globalcontexts. Course work will also provide students with a strong foundation in liberalstudies, to help them develop cultural and global competence and an understanding ofglobal citizenship, social responsibility, and equity principles. These insights andCorporate Communications Centennial College pg. 2and Public Relations

Section 1: Introductionperspectives will make them attractive to potential employers on graduation andenhance their contributions to the organizations with which they work as they progress intheir careers, regardless of the sector. The multidisciplinary perspectives they gain willadd to the competitiveness of Ontario’s workforce and the depth of its skill sets, helpingmake the province more attractive to investors.1.1.2.1. Centennial’s Mission and Academic GoalsThe Bachelor of Corporate Communications and Public Relations is totally alignedwith the Centennial College’s Mission Statement, “To educate students for careersuccess”. The degree aims to provide students with a strong, liberal arts degreefocusededucation while at the same time providing a diverse range of core coursesin corporate communications, public relations and business that will make themcompetitive graduates with strong career opportunities.It is also reflective of the college’s Vision of “transforming lives and communitiesthrough learning.” The degree, as proposed, with its core courses, breadth andliberal arts electives and inclusion of the Signature Learning Experience globalcitizenship course, demonstrates Centennial College’s strength in producing wellroundedgraduates who are socially aware, professionally competent and have theskills to succeed in today’s complex society.1.1.2.2. Outline of Program StructureCentennial College is applying for a suite of college degrees that follow a consistentformat that offers a mix of core courses and liberal arts breadth courses. For theproposed Bachelor of Corporate Communications and Public Relations, this willcreate a dynamic program for prospective students unlike anything currently offeredin the province.The program will offer 20 core courses in corporate communications and publicrelations (including a capstone project in year four) along with ten core businesscourses, five mandatory breath courses, five breadth electives in five specificdisciplines and a 14 week work placement.In their first two years, students will learn fundamental concepts and theories ofcorporate communications and public relations, along with a range of courses inbusiness practices, including financial management, accounting, and organizationalbehaviour.In years three and four, students will concentrate on strategic communicationsplanning, critical thinking and writing skills across a range of disciplines. There will bea particular focus on developing, executing and analyzing communications programsthat are closely aligned with business strategy and corporate objectives. TheseCorporate Communications Centennial College pg. 3and Public Relations

Section 1: Introductionstudies build the core competencies that are necessary for a successful career incorporate communications and public relations.Throughout the program, students will learn about and apply the most up-to-datecommunications and public relations strategies and tools. Students will have athorough grasp on how to use them to benefit organizations in the private and publicsectors, locally, nationally and internationally. Additionally, there will be a strongfocus on developing research and analytical skills that students will be expected toapply in a variety of projects throughout the program and furthermore in the last yearof study which includes a capstone project.Real world experience is essential to providing an accurate and complete educationin corporate communications and public relations. Therefore, in the final year ofstudy, students will apply what they have learned in a 14-week, supervised fieldplacement.In addition, students will be required to choose a number of liberal studies electives.These electives will help create a well-rounded, multidisciplinary educationexperience, reflective of Centennial College’s commitment to developing globalcitizens who are life-long learners.The degree program has been developed as part of an integrated interdisciplinaryprocess within Centennial College, with strong collaboration with the School ofBusiness and School of Advancement which are partnering with the School ofCommunications, Media & Design to create this dynamic program.1.1.2.3. Comparable ProgramsPublic relations education in Ontario is delivered primarily through colleges, either atthe diploma/advanced diploma or graduate certificate levels. There are currently twocollege degree programs in Ontario that are comparable to Centennial’s proposedBachelor of Corporate Communications and Public Relations: they are offered atHumber College in Toronto and Conestoga College in Kitchener both offer collegedegrees in Public Relations. The primary difference between the proposedCentennial program and these college degrees is the ten core business courses thatwill provide students with a strong foundation in business practices, which areessential skills for today’s competitive work environment. Centennial also has amuch more prescribed program of breadth courses designed to ensure studentsreceive 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 SocialSciences, Humanities, Natural Sciences, Philosophy and Arts disciplines.Corporate Communications Centennial College pg. 4and Public Relations

Section 1: IntroductionCentennial believes its program, emphasizing corporate communications and publicrelations, course offerings from the School of Business and strong liberal studiesfocus – including a mandatory Global Citizenship and Equity course – will beextremely attractive to applicants. This degree program will be a vibrant, competitiveand comprehensive addition to post-secondary education in corporatecommunications and public relations in Ontario.Section 14: Duplication provides an in-depth overview of the state of public relationseducation in Ontario and clearly differentiates Centennial’s offering.1.1.3. Centennial’s Capacity and StrengthsCentennial is recognized as a leader in public relations education in Ontario. TheBachelor of Corporate Communications and Public Relations will be the first collegedegree offered within the School of Communications, Media & Design at CentennialCollege, however, the program builds on Centennial College’s successful track record ofexcellence in public relations and corporate communications education that began in1980 with its inaugural Organizational Communications program. This evolved into thecurrent Ontario Post Graduate Certificate program in Corporate Communications andPublic Relations, which consistently receives student, graduate and employer KPIsatisfaction scores above the provincial average for similar programs, and the graduateemployment rate is in the 75% – 80% range year after year.The proposed degree program incorporates the knowledge and learning gained throughmore than 30 years of educating corporate communicators and public relationspractitioners, and has been developed in conjunction with industry leaders.The collective expertise of our faculty members covers all the major areas, aspects andtopics in both public relations and business today. Faculty members working aspractitioners are a critical part of the proposed degree program and demonstrate acommitment to the combination of academic rigour and practical experience thatcharacterizes applied degree programs.1.1.3.1. Four Year Enrolment and Faculty ProjectionsCentennial College has set a first year enrollment target of 25 students for theBachelor of Corporate Communications and Public Relations. Plans call to grow thefirst 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 thenumber of faculty teaching in the program over the initial four years to meetenrollment as the program progresses. Plans call to launch the program with parttimeinstructors to deliver core courses in year one drawn from SCMD and theCorporate Communications Centennial College pg. 5and Public Relations

Section 1: IntroductionSchool of Business. In year two, a full-time professor (PhD required) will be hired andcontinue to be supported by part-time instructors drawn from subject-areaprofessionals holding appropriate qualifications (Masters or higher). Plans call for asecond full-time faculty member to join the program in year three.1.1.3.2. Support and Recognition from External EntitiesAs part of the development process, Centennial College has consulted the industrythrough widely conducted research. Prospective students and employers, ourProgram Advisory Committee and professional associations along with a broad crosssection of organizations likely to employ graduates were all consulted prior todevelopment. The feedback to the proposed program has been overwhelminglypositive. The partnership with the School of Business to include ten core businessfocusedcourses within the curriculum has been particularly well received. Thecollege is extremely confident that students will have excellent career prospectsupon graduation.1.1.3.3. Program StrengthsCentennial College has also considered the wider context of corporatecommunications and public relations education at the post-secondary and postgraduatelevel in Canada. This remains relatively underdeveloped, particularly incomparison to the United States, where Public Relations is offered as a major inmany top universities and colleges. Corporate communications and public relationseducation in Canada has traditionally been at the diploma or graduate certificatelevels, with the exception of a few university degree programs.The Canadian Public Relations Society (CPRS) recently published a documententitled “Pathways to the Profession: An Outcomes Based Approach TowardsExcellence in Canadian Public Relations and Communications ManagementEducation”. This document outlines recommendations for curriculum and programdesign in five pathways to the profession (technical, career, management,leadership, scholar), offering an overarching framework and an educational standardfor public relations and communications programs in Canada. Centennial Collegehas considered this document in its program and curriculum development andbelieves that the proposed Bachelor of Corporate Communications and PublicRelations program reflects the best practices set out by CPRS. Additionally, theproposed 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 “higherexposure to business practices, including a fundamental understanding ofmanagement, economics, financial management, organizational behavior, projectmanagement, self direction and leadership skills.” 11 Pathways to the Profession, CPRS, March 2011, pg. 7Corporate Communications Centennial College pg. 6and Public Relations

Section 1: IntroductionAn integrated curriculum that ensures students studying corporate communicationsand public relations will have a strong foundation in business reflects the growingrecognition of how strategic communications contributes to organizational success.Recently, Bloomberg Businessweek highlighted a pilot project being initiated by thePublic Relations Society of America (PRSA) to introduce public relations into thecurriculum at major business schools in the United States. It speaks specifically tothe importance of training business students in public relations, supporting the casethat public relations students must be trained in core business subjects. 21.2. Program AbstractCorporate Communications and Public Relations (PR) play an important role in the successof an organization. In today’s fast paced work environment, it is essential thatcommunications and PR practitioners apply the fundamentals of business and finance andhave unique skills that contribute to the strategic success of an organization.This distinctive four year degree program provides students with a solid foundation inbusiness concepts, organizational strategy and practices while developing comprehensivecorporate communications and PR skills. Students can pursue careers in a corporateenvironment, public relations agency, government agency or a not-for-profit organization.The program will explore both Canadian and International business environments and focuson the critical role of communications and PR within local and global contexts. Students willreceive a strong foundation in liberal studies, emphasizing global citizenship and equityprinciples, which will benefit them personally and professionally.2 “Public Relations: Coming to a B-School Near You”, Bloomberg Businessweek, December 7, 2011Corporate Communications Centennial College pg. 7and Public Relations

Section 2: Degree Level2. Degree LevelCorporate communications and public relations programs have traditionally focused on theapplied skills needed to be a practitioner as opposed to more theoretical approaches thatrecognize the importance of a broader understanding of organizational theory and behaviorrequired for practitioners. The scholarship and critical thinking required to apply the researchand strategic planning the discipline increasingly requires within today’s complex businessenvironment is often not taught in any great detail.The Bachelor of Corporate Communications and Public Relations degree program is designedto produce broadly-educated graduates who possess the general and specialized knowledge,interdisciplinary perspectives, competencies, skills and values required by industry, and who arewell prepared to manage, deal with and adapt to the challenges of today’s diverse and everchangingbusiness and work environment, within both domestic and global contexts.The degree will give students a strong foundation in research, ethical practices andcommunications theory, which will layer applied learning and real-life projects. This will ensurethat 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 andEquity course and the requirement to complete a capstone project will give students the abilityto contextualize their learning in communications, public relations and business within thecomplex world in which they will work and live. It will also enable students wishing to pursuepost-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 learnersreceive as broad an education as possible in a number of disciplines, while at the same timedeveloping the professional skills of a corporate communicator or public relations practitioner.Students will be required to take mandatory breadth courses along with electives drawn fromfive specific disciplines. These are designed to help students develop critical thinking skills andthe intellectual capacity essential to a baccalaureate program, and clearly differentiate theproposed Bachelor of Corporate Communications and Public Relations from diploma programscurrently offered in Ontario.Program outcomes have been specifically developed to support such scholarship in the area ofliberal studies while ensuring learners are also exposed to a broad range of critical theory andapproaches to the public relations profession. Additionally, students will develop the practicalskills necessary to be successful, including exceptional writing skills, research capabilities andanalytical abilities, and apply knowledge to real life case studies. The degree seeks to placecorporate communications and public relations within the broader organizational context,primarily from a business or corporate perspective, but also recognizing that the sameorganizational principles and rigor must be applied within non-for-profit and public sectorcommunications.Corporate Communications Centennial College pg. 8and Public Relations

Section 2: Degree LevelThere are four key anchors that will be reflected throughout the program: communications andmedia theory, organizational principles and practices, research, and measurement andevaluation.Students in their first year will be exposed to a broad range of theoretical perspectives related tocommunications, public relations and media. These will allow students to start building acontextual framework for their studies, while concurrently studying foundation courses related tobusiness and marketing to provide further context. Second year includes a strong focus on corebusiness concepts designed to relate these to the corporate communications environment,while beginning to explore specific practice areas including writing for public relations, mediarelations and internal communications. Third and fourth year will allow students to explore arange 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 integratedwith four required breadth courses in communications, research, statistics and ethics, and amandated Global Citizenship and Equity course focused on world hunger. Five additionalelectives are required in each of the following specific disciplines: Social Sciences, Humanities,Philosophy, Natural Sciences and Visual and Performing Arts. Together these create adynamic, well-rounded curriculum that will produce graduates ready to meet the challenges of acomplex and ever-changing world.2.1. Depth and Breadth of KnowledgeCorporate communications and public relations has evolved over the past several decadesinto a serious management function that is recognized as contributing to the well-being of anorganization. There have been concerted efforts by professional associations in Canada, theUnited States and around the world, and by researchers and scholars, to advance the fieldthrough research and scholarship that examine the role and contribution of professionalcommunications to organizational effectiveness. The aim of Centennial’s proposed degreeprogram is to produce graduates who have a deep understanding of both theory andapplication of corporate communications and public relations, along with a depth andbreadth of knowledge in a variety of disciplines that is reflective of an excellentbaccalaureate program. Through these courses, students will be encouraged to expandtheir world view and create a personal analytical framework through which they can developthe capacity for self-reflection, personal growth and lifelong learning.Centennial College, in considering a college degree program in this area, made theconscious decision to work in collaboration with the School of Business to include a strongbusiness foundation within the program. Course selection was carefully considered frommultiple perspectives, including the assurance that students would be exposed to essentialbusiness concepts, theories and practices, and that these would be directly applicable to thedegree focus. The decision to name the program a bachelor of “Corporate Communicationsand Public Relations” was to reflect the strong business presence found within the program.Corporate Communications Centennial College pg. 9and Public Relations

Section 2: Degree LevelIn addition to the core areas of study, the degree includes a rich, diverse range of liberalstudies courses to ensure that learners develop a depth and breadth of knowledge in anumber of different areas in addition to corporate communications, public relations andbusiness. This strong focus on liberal studies, with five mandated courses and five electives,reflects Centennial’s commitment to creating a well-rounded graduate with exceptionalcritical thinking skills and commitment to intellectual inquiry and scholarship.The program outcomes for this degree include a focus on developing the capacity forleadership and life-long learning. While developing strong competencies in corporatecommunications and public relations is fundamental to the degree focus, the curriculum as awhole, with particular emphasis on the wide range of liberal studies electives, recognizes thecritical requirement of ensuring students develop a breadth of knowledge across a range ofdisciplines. While the professional component of the curriculum allows students to gainsignificant depth in their specific area of study, the broad range of the liberal studies coursesallows for flexibility to match and pursue their particular interests and needs, thus helpingstudents build more widespread knowledge and a wider skill set that will benefit them inother areas of their job concentration. Not only will this approach help develop and graduatewell-rounded professionals and individuals, it will also ensure our graduates are cognizantand responsive to their responsibilities as global citizens.The strong liberal studies foundation built into the degree, along with its interdisciplinaryfocus, will ensure that students, from day one, receive an introduction to key businessprinciples and the fundamentals of corporate communications and public relations alongwith breadth courses which will help create a broader and more critical world view. This willallow students to engage with increasingly complex concepts, theories and practicalapplications of interest to corporate communications and public relations as they progressthrough the program. For example, during the first semester, the history and development ofpublic relations and its emergence as a management function will be taught inFundamentals of Corporate Communications, which will also include a broad review ofvarious theories and scholarly approaches to the study and practice of corporatecommunications and public relations. Students will also learn about the role of media insociety in Introduction to Media, to provide further context to their future studies. Secondsemester will include an Introduction to Social Media in which they will examine theoriesaround 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 corebusiness courses put into the curriculum encompass a broad range of knowledge and werespecifically chosen with the School of Business to complement the corporatecommunications and public relations curriculum. They include Introduction to Business,Marketing, Organizational Behaviour, Business Law, Introductory Accounting, FinancialManagement, Corporate Social Responsibility and Business and Research Analysis. Inthird year students will take Project Management and in fourth year, Introduction toEntrepreneurial Activities.Corporate Communications Centennial College pg. 10and Public Relations

Section 2: Degree LevelThe program recognizes the diverse range of career opportunities available to graduatesand the curriculum is designed to expose them to a broad range of areas. These includethose practice areas traditionally associated with “corporate communications” includinginternal communications, media relations, investor relations and government relations tospecific sectors such as public sector and not-for-profit communications. The curriculum alsoaddresses specific skills essential for communicators and public relations professionals,including writing, special event management and basic graphic design. Each of theseapplied skills will be taught within the broader theoretical context underlying the degree, forexample, how a special event such as an annual general meeting of shareholders canadvance the strategic goals of an organization and must be integrated within acomprehensive communications strategy.The ability to write effectively for a variety of audiences is an essential skill forcommunicators and public relations practitioners, and students will have several courses inthis 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 digitalmedia and its place within corporate communications and public relations. While there arespecific courses built into the curriculum addressing these areas, social and digital mediawill be regularly integrated throughout the curriculum to ensure students can work with equaleffectiveness in both offline and online environments. There is particular emphasis on usingonline tools to design and implement research projects and to apply findings to innovativeonline programming. This will be a strong area of scholarship for students and faculty as theprogram evolves. Altogether, this degree program will produce graduates who are highlyskilled, knowledgeable, versatile, innovative, creative, competitive, and capable of keepingabreast of the evolving technology and media trends and the continued scientific andindustry developments in corporate communications and public relations.2.2. Conceptual & Methodological Awareness/Research and ScholarshipResearch is a critical focus of the degree program and is embedded throughout thecurriculum, both in core and breadth courses. The program design ensures that studentsacquire 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 solvingproblems and making informed and ethically sound decisions across multiple fields of study,including the field of corporate communications and public relations. The program alsoexposes students to a spectrum of current research and engages them in faculty-mentoredresearch and scholarship through course structures and a range of applied projects andassignments.Research is a mandated breadth course for all students, which will help build a strongfoundation of scholarship within the program. The objective is to create a culture ofdiscovery and innovation within students so as to foster critical inquiry and the intellectualCorporate Communications Centennial College pg. 11and Public Relations

Section 2: Degree Levelcapacity to evaluate different approaches to research and the ability to successfully analyzeresults. As an example, students will learn from the first semester that research is thekeystone for any successful communications project. Students will acquire researchconcepts and develop effective quantitative (e.g. statistical analysis, standardized datacollection, deductive thinking) and qualitative (e.g. qualitative analysis, the researcher as theprimary ‘instrument’ of data collection, exploration, inductive thinking) research skills andmethods to gather, review, evaluate and interpret information and data. These researchskills will allow students to mix and match research design components that offer the bestchance of collecting relevant research information and addressing their research question ina competent and ethically sound manner. This skill is particularly critical in developingstudents’ ability to assess and synthesize data in order to build and support sound corporatecommunications and public relations programming.Gathering data from various primary and secondary sources to effectively completeliterature reviews and research projects are imperative to ensure that students understandappropriate methods of analyzing different types of data and research and competentlyinterpret and communicate the research findings to colleagues and professional andacademic audiences.The curriculum also includes mandatory courses in statistics and ethics which will helpfurther students’ capacity for critical thinking, analysis and problem solving.In addition to a strong theoretical research foundation, the program curriculum also allowsstudents to develop practical competence in research design, implementation andapplication to corporate communications and public relations and other relevant disciplines.For example, by fourth year, students will be expected to design and implement onlineresearch projects within an area of practice of interest to them. Research will also be animportant element of the capstone project students must complete in Semester 8. Studentswill be required to critically analyze their research problem and develop a solution, andargument to support it, in written form.2.3. Communication SkillsDeveloping effective communications skills is a critical element of this program, as they areessential for success in corporate communications and public relations. They are also thehallmark of a successful, well-rounded professional regardless of the discipline. Theprogram has been designed to ensure that learners continue to develop and refine theircommunications skills throughout the program through both core and breadth courses.The program curriculum provides students with a variety of opportunities to develop andenhance 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 toseveral styles of writing. The course will lay the foundation for the core writing courses toCorporate Communications Centennial College pg. 12and Public Relations

Section 2: Degree Levelcome, which will have a strong focus on developing exceptional writing skills for a variety ofpurposes, 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 foreffective online communications. Students will learn how to write for the web, with specificfocus on creating engaging copy, effective layout and writing for social networks. Studentswill also learn to create infographs and other online techniques.Oral presentation skills, the ability to create and frame an argument, and control anaudience 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 writingand presentations. Students will be required to research and write essays which willdemonstrate a range of skills in addition to written communications, chief among them theability to develop and support a thesis.Students will be expected to work in teams and conduct individual and group presentationsthat mirror the industry environment. Students will demonstrate their ability to communicateeffectively across multiple platforms.To sum up, the communication skills emphasized throughout the program will help studentsbecome confident and competent speakers and communicators upon graduation. They willalso allow students to effectively interact and engage with professionals from culturallydiverse backgrounds, and to work in a diverse workforce, both locally and globally.2.4. Application of KnowledgeThe Bachelor of Corporate Communications and Public Relations is designed to introducestudents to conceptual theories of communications, public relations and business concepts,combined with a solid, comprehensive suite of breadth and elective courses that will developstrong, well-rounded graduates who are equipped to pursue professional careers or furtherscholarship in communications, business or other fields. The curriculum is designed toprovide numerous opportunities for students to demonstrate the practical integration andapplication of understanding, knowledge, skills and competencies acquired throughout theprogram across multiple disciplines. It provides a combination of theory and practice, relyingheavily 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 towork with faculty on business problems that can be impacted, influenced and/or resolved bycommunications. In breadth courses they will learn how to apply critical thinking andscholarship within a range of disciplines.Within the core fields of study, students will be expected to develop a strong ability toreview, present and critically evaluate research in order to develop sound communicationsstrategies and propose solutions.Corporate Communications Centennial College pg. 13and Public Relations

Section 2: Degree LevelIn addition to using real world examples, students will be expected to consult scholarlypublications and new research related to corporate communications and public relations.Furthermore, students will critically evaluate articles, case studies and various pieces ofresearch with a focus on their particular area of study.The application of knowledge is further demonstrated through the use of projectmanagement techniques, as well as consulting processes, principles and skills emphasizedthroughout the program, including defining objectives, tasks, accountabilities, budgets andtimelines.By fourth year, students will be expected to design and implement research projects thatdemonstrate the synthesis of theories and concepts presented throughout the program, andto 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 abaccalaureate program like the proposed degree. Students will learn to bring criticalthinking, research and analysis to their learning. In doing so, they will be able to approachproblems from a variety of perspectives and apply their knowledge in developing creativeand innovative solutions.2.5. Professional Capacity/AutonomyIn today’s ever-changing business and work environment, learning skills are essential toenable program graduates to be life-long learners and to continuously develop and upgradetheir knowledge and skills through participation in formal and informal education, learningand training. Laying a foundation to prepare students for a lifetime of learning is a keyobjective of the program and will be reinforced in a number of ways. The curriculum is basedon the learning-to-learn approach that actively engages students in an ongoing interactionwith new information through inquiry-based teaching and learning.Students will be encouraged throughout the program to explore areas of specific interest tothem within the core area of study. The ability for self-reflection and critical inquiry areessential to creating a progressive learning environment. Course delivery will support this,with the program being offered in a variety of formats ranging from traditional classroomlecture and discussion, practical laboratory work, computer-aided instruction, and self-pacedand web-assisted elements. Many of the courses will incorporate skills of a highperformance 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 seekout and assess information, explore alternative solutions, draw reasoned conclusions, anddo project planning. The broad range of teaching and learning formats and strategies,integrated into the curriculum, are also aimed at helping students develop and embracemotivation and commitment to life-long learning as part of their personal and professionaldecision-making, development and growth.Corporate Communications Centennial College pg. 14and Public Relations

Section 2: Degree LevelThis is best reflected through the program objective to “Develop strategies and identifyavailable resources for personal and professional development as a life-long learner,effective team player and leader in the corporate communications and public relationsindustry.” This complements Centennial College’s Mission to “educate students for careersuccess.”The strong suite of liberal studies breadth courses recognize the interdisciplinary world inwhich corporate communicators and public relations practitioners are employed today byensuring graduates are equipped with a breadth of knowledge in addition to professionalskills that will give them flexibility and adaptability throughout their careers. The variety ofcareer streams available to graduates, and the opportunities to pursue post-graduatestudies are vast. People today can be expected to change jobs frequently, both within andoutside of their chosen profession. Today’s economic reality also means that many peopleare turning to less traditional work models or exploring self-employment. In fact, there is astrong tradition of independent practitioners in the public relations field and it is expectedmany graduates will choose to operate independently and/or open their own businesses.The program curriculum takes complex professional challenges and needs into account andencourages students to exercise initiative and personal responsibility as part of theirlearning process. In doing so, the curriculum also assists students in becoming independentpractitioners, capable of functioning autonomously and competently when they enter theprofession.By giving students a strong foundation in business, which includes entrepreneurship andsocial responsibility, along with courses in global citizenship and ethics, this program seeksto ensure graduates are well equipped to meet the challenges of the today’s marketplace.At the same time, they will be well positioned to make a significant contribution as citizensand leaders through the knowledge gained from their studies.2.6. Awareness of Limits of KnowledgeThe four-year program will increase students’ awareness and understanding of the differentschools of thought about, and approaches to, both communications and liberal studies. Thiswill include an understanding of the origins, practitioners, trends, and strengths of, as well aslimitations to, corporate communications and public relations, and the ability to criticallyassess these approaches. Students will develop their research skills as they undertakemany different assignments during the four-year program. In doing so, they will bechallenged to assess the effectiveness of different approaches and the use of specificinformation in developing solutions for corporate communications and public relationschallenges. The importance of analyzing and understanding the multiple internal andexternal considerations that affect an organization’s communications, including those thatare outside the communications/PR practitioner’s control will be emphasized, along withknowing when to undertake more research and analysis to develop the best solution for aCorporate Communications Centennial College pg. 15and Public Relations

Section 2: Degree Levelspecific problem — and that this may require working in collaboration and/or partnershipwith others.Within the broader context, the program is designed to help produce well-rounded graduateswith the ability to reflect on their own learning and identify the limits of their knowledge, andwhen to seek out additional information. The strong liberal studies breadth courses willensure students are exposed to a range of disciplines, essential to a degree program. Thisreflects the continuous pace of change and the increasing complexity of problems graduateswill face in both their professional and personal lives. The curriculum reinforces anunderstanding and appreciation of the uncertainty, ambiguity and limits of knowledge andunderstanding to analyze, interpret and address these problems in practice. In addition, itencourages open-minded and creative thinking, and fosters a view that the limits ofknowledge and understanding also create opportunities for discovery and lead to furtherexploration and knowing more.A keen ability to constantly acquire, analyse and synthesize new information is critical for acommunicator to be successful in the profession, along with a commitment to lifelonglearning and professional development. Students will develop strategies in these areas toensure they are on a path for success upon graduation.Corporate Communications Centennial College pg. 16and Public Relations

Section 3: Admission, Promotion and Graduation3. Admission, Promotion and Graduation3.1. Admission Requirements for Direct EntryAdmission to all college programs require that applicants have the minimum collegeadmission requirements set by the Ministry of Training Colleges and Universities undersystem eligibility requirements within the Minister’s Binding Policy Directive for AdmissionsCriteria. This applies to college baccalaureate degree programs of instruction in an appliedfield of study. Centennial College degree programs have specific additional minimum gradeand prerequisite course requirements for admission, specifically 70% in English 12U and60% in Math 11U or 11M.In addition to the college’s standard academic requirements for direct entry, the School ofCommunications, Media and Design is requiring a minimum 70% in Grade 12 (U) Englishand 65% in any Grade 12 (U) Mathematics course. Students will also be required to attend aProgram Applicant Session, submit a Letter of Intent and complete a writing test.Higher English and Mathematics standards recognize the critical importance of excellentwriting skills in order to be successful in the program, and the need for good mathematicskills for business-focused courses. A Letter of Intent and writing test will also allow thecollege to assess the student’s suitability for the program and help ensure student retentionand success.Table 1 provides the admission requirements for direct entry students.Table 1: Direct Entry Program Admission RequirementsAcademic Requirements Completion of the Ontario SecondarySchool Diploma (OSSD) or equivalentSupplemental ProgramRequirementsFive 12U or 12M or OAC credits orequivalent with a minimum overall averagegrade of 65%English 12U with a minimum average gradeof 70% in addition to the five credits listedaboveMath Grade 11U or 11M with a minimumaverage grade of 60%Math Grade 12U with a minimum averagegrade of 65%Letter of Intent explaining interest in theprogram and reason for applyingAttendance at a Program Applicant SessionCompletion of writing testSee electronic Policies file (Section 16) for the following College policies and procedures onadmission: Admission Standards Policy Admission Standards – General Procedures for StudentsCorporate Communications Centennial College pg. 17and Public Relations

Section 3: Admission, Promotion and Graduation3.2. Admission Policy and Procedures for International Students andStudents Whose First Language is not EnglishInternational students must have academic standing equivalent to the Ontario SecondarySchool Diploma (OSSD) and must meet supplemental program requirements stated insection 3.1.Students for whom English is not their first language must demonstrate an acceptable levelof English language proficiency by providing satisfactory results in an eligible Englishlanguage proficiency test. Table 2 provides the eligible English language proficiency testsand minimum acceptable scores.Table 2: English Language Proficiency Requirements for StudentsWhose First Language is not EnglishTestAcceptable ScoreIELTS Overall 7.0 with no band score below6.5TOEFL 580 on the paper based test, or 88 with minimums of 22 on the Internetbased testSee electronic Policies file (Section 16) for the following College procedures for admissionfor international students: Admission Standards Policy, section 4.2 Admission Standards – Procedures for International Students3.3. Admission Policies and Procedures for Mature StudentsApplicants who do not hold an OSSD or equivalent may be considered for admission asmature applicants. This provision adheres to system eligibility requirements set by theMinister’s Binding Policy Directive for Admissions Criteria.For entry, mature students must meet all other program requirements as direct entryapplicants (see Table 1).A mature applicant is defined as one who: will have reached the age of 21 by December 31 of the year of application; has been away from formal education for at least two years; is a Canadian citizen or permanent resident; has not completed any post-secondary education; and is not eligible for admission as a secondary school graduate.See electronic Policies file (Section 16) for the following College policies and procedures onadmission, including those pertaining to mature students: Admission Standards Policy, section 4.1Corporate Communications Centennial College pg. 18and Public Relations

Section 3: Admission, Promotion and Graduation3.4. Promotion and Graduation Requirements3.4.1. Grading SystemGrade point value for each course taken by a student is calculated by multiplying thevalue of the letter grade obtained by the student by the credit hours for that course. Thisprovides the grade points the student has achieved for that course. To calculate theGrade Point Average (GPA), the sum of the course grade points is divided by the sum ofthe credit hours.The conversion of GPA to letter grades and percentages (the Grading System) isaccessible to students in the College’s Grading Policy which is posted on the collegewebsite as well as in the Academic Policies and Procedures section of the printed Full-Time Calendar. See Table 3 for the Grading System.Table 3: College Grading SystemGPANumerical LetterEquivalent GradeGrade Description4.5 90-100% A+ Outstanding achievement4.0 80-89% A Excellent achievement3.5 75-79% B+ Very good achievement3.0 70-74% B Good achievement2.5 65-69% C+ Satisfactory achievement2.0 60-64% C Acceptable achievement1.5 55-59% D+ Pass*1.0 50-54% D Pass*0 0-49% F Failure*In some courses these course grades may not be considered a passing grade, and ahigher passing grade may be required (see Table 4 for acceptable grades in corecourses)See electronic Policies file (Section 16) for the following College policies and procedureson conversion of GPA: Grading Policy, section 43.4.2. PromotionTable 4 provides a detail of requirements for promotion within the program.Table 4:Promotion RequirementsCore Courses Minimum Term GPA of 2.50 (C+ or 65-69%)Overall Minimum Term GPA of 2.00 (C or 60-64%)Students who fail to meet these requirements will be subject to remediation, sanctionsand suspension policies and procedures as outlined in section 3.4.3.See electronic Policies file (Section 16) for the following College policies and procedureson the level of achievement required of students in the program for promotion:Corporate Communications Centennial College pg. 19and Public Relations

Section 3: Admission, Promotion and GraduationAcademic Standings and Progression toward Graduation, Withdrawal, Dismissal,Appeal, Graduation and Re-admission Policy for College Degree Programs,sections 1-33.4.3. Remediation, Sanctions and SuspensionCentennial is committed to supporting the success of students and provides fairopportunity for students to achieve minimum requirements for progression in theprogram while maintaining standards consistent with the level of the credential.Centennial endeavours, through academic advising and support, to help students byfacilitating their educational success. The academic standing of each Centennial studentis monitored during as well as at the end of each semester to support the fulldevelopment of his or her academic potential. Any student not making satisfactoryprogress will be informed of her or his standing in the college. A student makingunsatisfactory academic progress will receive academic advising.To be in Good Academic Standing, a student must achieve the academic requirementsfor promotion as detailed in section 3.4.2. Students who do not meet this requirementwill be put on Probation and will have one academic term to improve their performanceto the level required for Good Academic Standing. Continued unsatisfactoryperformance by a student on Probation may require the student to be placed onAcademic Suspension.After at least two academic terms of Academic Suspension a student may apply forreinstatement into the program by submitting a written application. If the student’sapplication is accepted, the student will be put on Probationary Standing and will meetwith an academic advisor to develop an approved probationary plan of study.Students who are placed on Academic Suspension for a second time will in effect bedebarred from the program and will not be permitted to re-enroll in the program.See electronic Policies file (Section 16) for the following College policies and procedureson academic remediation, sanctions and suspension for students who do not meetminimum achievement requirements: Academic Standings and Progression toward Graduation, Withdrawal, Dismissal,Appeal, Graduation and Re-admission Policy for College Degree Programs,sections 1-53.4.4. GraduationTable 5 provides a detail of requirements for graduation from the program.General CollegeRequirementsTable 5:Graduation Requirements2.00 Cumulative GPA overall2.50 Cumulative GPA for discipline-relatedrequirementsSuccessful completion of all courses in the programAt least 50% of program courses completed atCentennial CollegeCorporate Communications Centennial College pg. 20and Public Relations

Section 3: Admission, Promotion and GraduationProgram-SpecificRequirementsSuccessful completion of all work-term requirementsCompletion of the program within 8 yearsSuccessful completion of 14 week field placement.See electronic Policies file (Section 16) for the following College policies and procedureson the level of achievement required of students in the program for graduation: Academic Standings and Progression toward Graduation, Withdrawal, Dismissal,Appeal, Graduation and Re-admission Policy for College Degree Programs,section 93.5. Advanced Standing Policies and RequirementsIn 2011 Centennial undertook a thorough review and revision of all of it policies andprocedures regarding recognition of prior learning, including transfer credit and prior learningassessment and recognition to ensure both compliance with provincial standards and thatstudents’ prior learning is valued and recognized as much as possible. It is expected thatpublic access to a new suite of transfer credit and PLAR information materials will beprovided by June 2012. Current policies are on the college website. Contact information ofthe RPL Administrator is currently available on the Ontario Postsecondary Transfer Guidewebsite and on the Centennial College website.3.5.1. Transfer CreditStudents with prior degree level study may be awarded up to 50% credit toward adegree program at Centennial. Credits used for transfer credit must be earned at arecognized/accredited Canadian institution, normally a university or degree grantinginstitution. For formal learning outside of Canada, a course-by-course report from WorldEducation Services, complete with GPA conversions, is required.Assessments for advanced standing will be completed by the respective academicdepartments. For transfer credit applications, course-to-course comparisons are used.Evidence for a proper comparison includes transcript, WES course-by-course report (ifapplicable), course outline/syllabi and any term work that the applicant believes willsupport their transfer credit application. The RPL Assessor must be able to determine80% minimum curriculum or outcomes commonality. A minimum grade of 60% in theprevious course is required to be awarded transfer credit. In high demand programs theminimum grade may be higher.Students interested in obtaining transfer credit will contact the RPL Advisor forinformation on how to properly apply. Students may also learn about transfer creditpractices through online materials. The RPL Advisor will review with the applicant allsteps that they must take for a complete transfer credit application.Students are permitted to appeal a transfer credit decision with the RPL Administrator.Appeals will be heard by the Dean or designate. If a student disagrees with the decisionrendered by the Dean or Program Chair, the student is permitted to appeal the decisionwith the College Appeals Board.Corporate Communications Centennial College pg. 21and Public Relations

Section 3: Admission, Promotion and Graduation3.5.2. Advanced StandingIt is understood that students from across Ontario colleges may apply to the CorporateCommunications and Public Relations Degree offered at Centennial College. To ensureappropriate pathways and further education opportunities for those wishing to study atthe post-secondary level in Ontario, the following arrangements have been developed.- Graduates of a 3 year Advanced Diploma in Public Relations from an OntarioCollege are eligible for (but not guaranteed to) up to 65% of degree level credit.Graduates must have received a minimum grade of 70% in those courses thatare eligible for transfer credit. In order to be considered for admission to thedegree program, diploma graduates must have a minimum GPA of 3.0 (70%and/B) and must have completed ENG4U or Centennial’s COMM170 with aminimum grade of 70%.- Graduates of a 2 year Diploma in Public Relations or a 2 year diploma inBusiness from an Ontario college are eligible for (but not guaranteed to) up to40% of degree level credit. Graduates must have received a minimum grade of70% in those courses that are eligible for transfer credit. In order to beconsidered for admission to the degree program, diploma graduates must have aminimum GPA of 3.0 (70% and/B) and must have completed ENG4U orCentennial’s COMM170 with a minimum grade of 70%.Specific Corporate Communications and Public Relations degree level courses that areeligible (but not guaranteed) for advanced standing from 3 year and 2 year PR programsinclude:- Introduction to Media- Fundamentals of Corporate Communications- Media Relations- Special Event Management- Introduction to Communication Design- Writing for Public Relations 1- Writing for Public Relations 2- Introduction to Social Media- Introduction to Communication DesignLiberal/Breadth courses eligible (but not guaranteed) for advanced standing include:- Power of Communications- Global Citizenship and World Hunger- Fundamentals of Research- Statistics- Liberal Studies ElectivesBusiness courses eligible (but not guaranteed) for advanced standing include:- Marketing- Introduction of Accounting- Introduction to Business- Organizational Behaviour- Business Law- Financial ManagementCorporate Communications Centennial College pg. 22and Public Relations

Section 3: Admission, Promotion and Graduation- Project ManagementSee electronic Policies file (Section 16) for the following College policies and procedurespertaining to credit transfer/recognition and prior learning assessment: Grading Policy, section 5.7 Recognition of Prior Learning Policy (DRAFT) Transfer Credit Procedures (DRAFT)3.5.3. Prior Learning Assessment and RecognitionStudents interested in obtaining credit through prior learning assessment and recognition(PLAR) contact the RPL Coordinator for information on how to properly apply for PLAR.The RPL Coordinator will assist all applicants in a self-assessment of their skills andknowledge, along with portfolio development or challenge preparation. PLARassessments are completed by the respective academic departments. Students willhave to sufficiently demonstrate the course learning outcomes through assessmentmethods as selected by the RPL Assessor.Access to all RPL information is provided to students in sufficient time for PLARpreparation. Centennial’s revised PLAR process recommends assessment rubrics areprovided so students are aware of how they will be evaluated, ensuring fairness andequity. These PLAR practices will be applied in a standardized manner through effortsbetween the Centre of Academic Quality, Enrolment Services and each academicdepartment.Each PLAR assessment is based on key principles of accessibility of information,transparency of decisions and the decision-making process, fairness of expecteddemonstration of outcomes, accountability to all stakeholders and preservation andstrengthening of the integrity of Centennial College credentials. College policy isextremely clear that credit will not be awarded for “life experience”. Credit is onlyawarded through sufficient evidence that the course learning outcomes have been metthrough one or multiple assessments.One of the key principles that guide Centennial College PLAR activities is equity. In thiscontext, the principle of equity requires PLAR and non-PLAR students to have the sameopportunities afforded to them to sufficiently demonstrate course learning outcomes.While the means by which to demonstrate these outcomes may not be identical, thedemonstrated outcomes are the same.A maximum of 50% of program credits can be obtained through PLAR.See electronic Policies file (Section 16) for the following College policies and procedureson prior learning assessment and recognition: Recognition of Prior Learning Policy (DRAFT) Prior Learning Assessment and Recognition Procedures (DRAFT)3.5.4. Degree CompletionThis item is not relevant to this application.Corporate Communications Centennial College pg. 23and Public Relations

Section 3: Admission, Promotion and Graduation3.5.5. Administrative ProceduresAll current policies and procedures for PLAR and transfer credit are publically accessibleon the College’s policies website:http://www.centennialcollege.ca/AboutCentennial/policies.Monitoring and review of advanced standing decisions are conducted by EnrolmentServices. While RPL Assessors determine credit to be awarded, Enrolment Servicesensures compliance with Centennial College policies by academic departments.Transfer credit decisions are recorded and filed by Enrolment Services on Banner, theelectronic system of record. RPL Assessors have access to the Banner system and canreview students’ previous transfer credits. Courses used to obtain previous advancedstanding are not permitted to be used to obtain further advanced standing. EnrolmentServices shall review all materials, transfer credit applications and decisions to ensurecompliance with existing Centennial College policies and procedures. Any potentialcontravention of a policy or procedure shall be forwarded by Enrolment Services to theRPL Administrator for review.The RPL Administrator has received formal training through an RPL program from arecognized postsecondary education institution. The RPL Administrator is responsiblefor developing and facilitating training to the RPL Coordinator, Assessor and all othersdirectly and indirectly involved in the RPL process, and providing advice and supportthrough the Centre of Academic Quality.In Centennial’s new RPL processes, the RPL Administrator will receive annual reportsfrom the Associate Registrar, Scheduling & Systems Operations, which includes data ontransfer credits, PLAR credits, appealed decisions and credit decisions that were sentback to academic department due to non-compliance.The Director, Academic Quality and the RPL Administrator will conduct a 5 year cyclicalRPL review for each College program. This quality assurance review includes programself-assessment for their use of RPL policies, procedures and resources, submission ofself-assessment supporting evidence, review of self-assessment and continualimprovement feedback for each program. Upon conclusion of each review cycle, resultswill go through an independent review process.Corporate Communications Centennial College pg. 24and Public Relations

Section 4: Program Content4. Program Content4.2. Professional Accreditation4.2.1. Professional Requirement and StandardsThere is currently no accreditation or certification required for entry into the field ofcorporate communications and/or public relations. The program does not requireaccreditation or recognition from any regulatory/accrediting body.Accreditation from the Canadian Public Relations Society (CPRS) and the InternationalAssociation of Business Communicators (IABC) can be voluntarily pursued byindividuals with five years of continuous practice. The program has been developed toreflecting the codes of ethics for both of these organizations, and the body of knowledgerequired to obtain designation, and therefore will give graduates a strong foundation tolaunch their careers across all areas of corporate communications and public relations,and position them well should they pursue accreditation once they are eligible.Graduates will also have the option to pursue careers in public affairs, investor relationsand other related industries for which they can also gain professional recognition.The CPRS National Council on Education recently published a document entitled“Pathways to the Profession: An Outcomes Based Approach Towards Excellence inCanadian Public Relations and Communications Management Education” in which theya framework for curriculum development of public relations educational programs. Thereis ongoing informal discussion at CPRS attached to this education framework aboutearly accreditation opportunities for graduates from recognized programs. CentennialCollege has considered the CPRS framework in developing its program, and it intends toapply for official recognition upon approval of consent by the Minister of Training,Colleges and Universities. Recognition by CPRS will be an important endorsement, andCentennial College is confident that the program, as developed, meets the standards setout by CPRS. Centennial will continue to monitor this process and will ensure its degreeremains current with any new industry developments.Corporate Communications Centennial College pg. 38and Public Relations

Section 4: Program ContentSee Table 8 for the potential recognition associated with this field, the learning requirements and the courses that meet theserequirements.Certification/AccreditationLevel 2RecognitionBody/Association/AgencyCanadianPublicRelationsSocietyTable 8:Program OutcomesCertification/Accreditation RequirementsRequirements/StandardsDevelop clear and measurable communicationobjectives and identify techniques to evaluate theachievement of these objectivesComplete all work in accordance with public relationscodes of professional ethics, standards, and practicesand relevant law.Apply creative approaches to communicationsplanning, execution and problem solvingUse research skills to meet specified communicationobjectivesImplement project management strategies in supportof PR plans and activitiesCourses RequiredFundamentals of CorporateCommunicationsStrategic Communications PlanningCommunications Research & MeasurementFundamentals of CorporateCommunicationsMedia RelationsCapstone ProjectWork PlacementFundamentals of CorporateCommunicationsMedia RelationsStrategic Communications PlanningSocial Media LabIssues & Crisis ManagementCapstone ProjectWork PlacementStrategic Communications PlanningBusiness Research & AnalysisCommunications Research & MeasurementSocial Media LabCapstone ProjectStrategic Communications PlanningProject ManagementImplement management strategies to ensureaccountability and effectivenessStrategic Communications PlanningBusiness Research & AnalysisCorporate Communications Centennial College pg. 39and Public Relations

Section 4: Program ContentPR Theory and Practices Course ContentThe theory and practice of PR and CMMedia relationsCommunication PlanningCommunication Tools and ProductionNew and social mediaAdvanced WritingPrint ProductionManagement Theory and Practice Course ContentBasic Research and evaluationEthicsIntroduction to ManagementBasic financial management including budgetingCommunications Research & MeasurementIssues & Crisis ManagementFundamentals of CorporateCommunicationsIntroduction to MediaMedia RelationsIssues & Crisis ManagementStrategic Communications PlanningIssues Management & CrisisCommunicationsResearch & MeasurementFundamentals of CorporateCommunicationsMedia RelationsWriting for Public Relations 1Writing for Public Relations 2Advanced PR WritingSpecial Event ManagementIntroduction to Communications DesignSocial Media LabIntroduction to Social MediaAdvanced Social MediaSocial Media LabAdvanced PR WritingIntroduction to Communications DesignFundamentals of ResearchBusiness Research & AnalysisEthics in a Plural WorldCorporate Social ResponsibilityInvestor RelationsPublic AffairsIntroduction to BusinessOrganizational BehaviourFinancial ManagementCorporate Communications Centennial College pg. 40and Public Relations

Section 4: Program ContentMarketing, IMCOrganizational developmentBasics of Project ManagementBasics of PlanningPersonal and Group CompetenciesTheory of GroupsTeam charter processEffective business communicationsTime managementApplied/Integrative PracticeCase studiesCo-op, Workterm or InternshipsMentorship and learning from external expertsBusiness Research & AnalysisMarketingFundamentals of CorporateCommunicationsAdvanced Social MediaSocial Media LabIntroduction to BusinessOrganizational BehaviourProject ManagementBusiness Research & AnalysisStrategic Communications PlanningOrganizational BehaviourOrganizational BehaviourProject ManagementPower of CommunicationWriting for Public Relations 1Internal CommunicationsProject ManagementPracticum PrepFundamentals of CorporateCommunicationsMedia RelationsIntroduction to Social MediaInternal CommunicationsNon-Profit CommunicationsInvestor RelationsPublic Sector CommunicationsPublic AffairsIssues Management & CrisisCommunicationsField PlacementPracticum PrepCorporate Communications Centennial College pg. 41and Public Relations

Section 4: Program Content4.2.2. Professional RecognitionCentennial College has received endorsement of the Bachelor of CorporateCommunications and Public Relations from the Canadian Public Relations SocietyToronto Chapter, and the International Association of Business Communicators, TorontoChapter. Both organizations support the development of the program and its objectives.As noted, it is hoped that graduates will go on to seek accreditation from one or bothorganizations as they progress in their careers.Centennial College has also consulted with other relevant professional organizationsincluding the Public Affairs Association of Canada (PAAC), Canadian Investor RelationsInstitute (CIRI), Association of Fundraising Professionals and the Health Care PublicRelations Association of Canada.Letters of support CPRS Toronto, IABC Toronto, the Association of FundraisingProfessionals, the Public Affairs Association of Canada (PAAC) and Health Care PublicRelations Association of Canada can be found on the following pages.Corporate Communications Centennial College pg. 42and Public Relations

Section 4: Program Content4.3. Learning OutcomesThe program outcomes for the Bachelor of Corporate Communications and Public Relationsprogram are:1. Develop a specialized, interdisciplinary knowledge of the principles, theories,concepts, and methods for business operations from a management, finance,marketing, legal, human resources and operations perspective, with an emphasis ontheir application as they relate to communications and public relations.2. Integrate practical knowledge of public relations theory and best practices in thedevelopment and execution of communications programs across multiple sectorsincluding corporate, not-for-profit and public sector organizations.3. Interpret the impact of social, cultural, political, and technological factors on the rapidand ongoing transformation of business, media and communications, and formulatecontemporary questions, challenges and opportunities that arise in relation to thepractice of corporate communications and public relations.4. Analyze and appraise the social, cultural, political and economic aspects of a diversesociety and world in which graduates will live and participate as globally competentprofessionals and global citizens.5. Develop research skills to examine and analyze primary and secondary data andassess their reliability, validity, merits and limitations to apply them to business andcommunications challenges.6. Integrate communications research and planning methods and skills to coordinateand conduct strategic communications planning, including development and deliveryof effective communications, public relations and social media programs targeted toexternal and internal stakeholders that are aligned with an organization’s strategicobjectives.7. Explain measurement standards and analytics for the analysis and evaluation ofonline and offline communications and public relations programs, and evaluateimpact on business objectives, outcomes and influence.8. Incorporate analytical, critical and independent thinking skills to assess complexbusiness and communications issues within organizations and formulate diverse,creative communications approaches to meet them along with the ability toeffectively counsel organizational decision makers.9. Develop strategies and identify available resources for personal and professionaldevelopment as a life-long learner, effective team player and leader in the corporatecommunications and public relations industry.10. Conduct all activities within established PR codes of conduct, ethical practices andcommunications law related to corporate communications and public relations.See Tables 9 and 10 for the mapping of program outcomes (including breadth) to thedegree outcomes and breadth requirement.Corporate Communications Centennial College pg. 49and Public Relations

Section 4: Program Content4.3.1. Degree and Program OutcomesTable 9:Degree Outcomes1. Depth and Breadth ofKnowledgea) A developedknowledge andcritical understandingof the key concepts,methodologies,current advances,theoreticalapproaches andassumptions in adiscipline overall, aswell as in aspecialized area of adiscipline;Degree Outcomes, Program Outcomes and Corresponding Courses/RequirementsProgram Outcomes (IncludingBreadth)Develop a specialized,interdisciplinary knowledge of theprinciples, theories, concepts, andmethods for business operationsfrom a management, finance,marketing, legal, human resourcesand operations perspective, with anemphasis on their application asthey relate to communications andpublic relations.Integrate practical knowledge ofpublic relations theory and bestpractices in the development andexecution of communicationsprograms across multiple sectorsincluding corporate, not-for-profitand public sector organizations.Course(s) and/or Work Experience RequirementsMarketingCore CoursesIntroduction to BusinessFundamentals of CorporateCommunicationsIntroduction to MediaIntroduction to Social MediaMedia RelationsOrganizational BehaviourBusiness LawCorporate Social ResponsibilityNon-Core/CoursesInterpret the impact of social,cultural, political, and technologicalfactors on the rapid and ongoingtransformation of business, mediaand communications, andformulate contemporary questions,challenges and opportunities thatarise in relation to the practice ofcorporate communications andIntroductory AccountingFinancial ManagementBusiness Research & AnalysisProject ManagementAdvanced Social MediaCentennial College pg. 50

Section 4: Program Contentb) A developedunderstanding ofmany of the majorfields in a discipline,including, whereappropriate, from aninterdisciplinaryperspective, and howthe fields mayintersect with fields inrelated disciplines;public relations.Analyze and appraise the social,cultural, political and economicaspects of a diverse society andworld in which graduates will liveand participate as globallycompetent professionals and globalcitizens.Develop a specialized,interdisciplinary knowledge of theprinciples, theories, concepts, andmethods for business operationsfrom a management, finance,marketing, legal, human resourcesand operations perspective, with anemphasis on their application asthey relate to communications andpublic relations.Interpret the impact of social,cultural, political, and technologicalfactors on the rapid and ongoingtransformation of business, mediaand communications, andformulate contemporary questions,challenges and opportunities thatarise in relation to the practice ofcorporate communications andpublic relations.Analyze and appraise the social,cultural, political and economicaspects of a diverse society andworld in which graduates will liveStrategic CommunicationsPlanningInternal CommunicationsInvestor RelationsCommunications Research &MeasurementFundamentals of CorporateCommunicationsIntroduction to BusinessOrganizational BehaviourInternal CommunicationsNon-Profit CommunicationsInvestor RelationsPublic Sector CommunicationsPublic AffairsCorporate Communications Centennial College pg. 51and Public Relations

Section 4: Program Contentc) A developed abilityto:i. gather, review,evaluate andinterpretinformation;ii. compare themerits ofalternatehypotheses orcreative options,relevant to oneor more of themajor fields in adiscipline;and participate as globallycompetent professionals and globalcitizens.Develop research skills to examineand analyze primary andsecondary data and assess theirreliability, validity, merits andlimitations to apply them tobusiness and communicationschallenges.Interpret the impact of social,cultural, political, and technologicalfactors on the rapid and ongoingtransformation of business, mediaand communications, andformulate contemporary questions,challenges and opportunities thatarise in relation to the practice ofcorporate communications andpublic relations.Organizational BehaviourBusiness Research & AnalysisCommunications Research &MeasurementSocial Media LabCapstone Projectd) A developed, detailedknowledge of andexperience inresearch in an area ofthe discipline;Develop research skills to examineand analyze primary andsecondary data and assess theirreliability, validity, merits andlimitations to apply them tobusiness and communicationschallenges.Business Research & AnalysisCommunications Research &MeasurementSocial Media Labe) Developed criticalthinking andanalytical skills insideand outside thediscipline;Develop research skills to examineand analyze primary andsecondary data and assess theirreliability, validity, merits andlimitations to apply them tobusiness and communicationsBusiness Research & AnalysisStrategic CommunicationsPlanningCommunications Research &Required Non-CoreCoursesEthics in a Plural WorldFundamentals of ResearchCorporate Communications Centennial College pg. 52and Public Relations

Section 4: Program Contentchallenges.MeasurementStatisticsf) The ability to applylearning from one ormore areas outsidethe discipline.Analyze and appraise the social,cultural, political and economicaspects of a diverse society andworld in which graduates will liveand participate as globallycompetent professionals and globalcitizens.Interpret the impact of social,cultural, political, and technologicalfactors on the rapid and ongoingtransformation of business, mediaand communications, andformulate contemporary questions,challenges and opportunities thatarise in relation to the practice ofcorporate communications andpublic relations.Social Media LabCapstone ProjectBusiness Research & AnalysisCapstone ProjectPower of CommunicationGlobal Citizenship &Equity: World HungerElective Non-CoreCoursesSocial SciencesPsychology: The Interplayof Genetics, Physiology,and Environment in theDetermination ofBehaviourConsumer Behaviour: WhyWe Buy What We BuyHuman Geography:Migration and GlobalizationMedia, Culture & SocietySociology of DevianceHumanitiesIndigenous Peoples: AGlobal PerspectiveCaribbean LiteratureCritical Approaches toPopular CultureVisionaries,Revolutionaries, andCorporate Communications Centennial College pg. 53and Public Relations

Section 4: Program ContentReactionaries: GlobalIssues in the 21st CenturyPhilosophyPhilosophy of Science andReligionLogic, Critical Thinking andCommunicationHuman Genomics - MoralDilemmas in the 21stCenturyNatural SciencesGlobal Perspectives on theHuman Immune SystemFood Chemistry: FromCrop to ConsumptionChemistry of Pollutants:Impacts and SolutionsVisual and Performing Arts21st Century VisualCulturePerformance andTechnologyConceptual Art and SocialChange2. Conceptual & Develop research skills to examine Business Research & AnalysisFilm Art in the Internet AgeCorporate Communications Centennial College pg. 54and Public Relations

Section 4: Program ContentMethodologicalAwareness/Researchand ScholarshipAn understanding ofmethods of enquiry orcreative activity, or both, intheir primary area of studythat enables the student to:a) Evaluate theappropriateness ofdifferent approachesto solving problemsusing well establishedideas and techniques;b) Devise and sustainarguments or solveproblems using thesemethods;and analyze primary andsecondary data and assess theirreliability, validity, merits andlimitations to apply them tobusiness and communicationschallenges.Integrate communications researchand planning methods and skills tocoordinate and conduct strategiccommunications planning, includingdevelopment and delivery ofeffective communications, publicrelations and social mediaprograms targeted to external andinternal stakeholders that arealigned with an organization’sstrategic objectives.Explain measurement standardsand analytics for the analysis andevaluation of online and offlinecommunications and publicrelations programs, and evaluateimpact on business objectives,outcomes and influence.Incorporate analytical, critical andindependent thinking skills toassess complex business andcommunications issues withinorganizations and formulatediverse, creative communicationsapproaches to meet them alongwith the ability to effectivelycounsel organizational decisionmakers.Communications Research &MeasurementSocial Media LabCapstone ProjectBusiness Research & AnalysisStrategic CommunicationsPlanningCorporate Communications Centennial College pg. 55and Public Relations

Section 4: Program Contentc) Describe andcomment uponparticular aspects ofcurrent research orequivalent advancedscholarship.Develop research skills to examineand analyze primary andsecondary data and assess theirreliability, validity, merits andlimitations to apply them tobusiness and communicationschallenges.Communications Research &MeasurementSocial Media LabCapstone Project3. Communication SkillsThe ability tocommunicateinformation, argumentsand analyze accuratelyand reliably, orally and inwriting, to specialist andnon-specialist audiencesusing structured andcoherent arguments,and, where appropriate,informed by key conceptsand techniques of thediscipline.Incorporate analytical, critical andindependent thinking skills toassess complex business andcommunications issues withinorganizations and formulatediverse, creative communicationsapproaches to meet them alongwith the ability to effectivelycounsel organizational decisionmakers.Integrate practical knowledge ofpublic relations theory and bestpractices in the development andexecution of communicationsprograms across multiple sectorsincluding corporate, not-for-profitand public sector organizations.Incorporate analytical, critical andindependent thinking skills toassess complex business andcommunications issues withinorganizations and formulatediverse, creative communicationsapproaches to meet them alongwith the ability to effectivelycounsel organizational decisionmakers.Power of CommunicationsIntroduction to Social MediaAdvanced Social MediaWriting for PR 1Writing for PR 2Advanced PR WritingIntroduction to CommunicationDesignSocial Media LabCapstone ProjectRequired Non-CoreCoursesPower of CommunicationCorporate Communications Centennial College pg. 56and Public Relations

Section 4: Program Content4. Application ofKnowledgea) The ability to review,present and criticallyevaluate quantitativeand qualitativeinformation to:i. develop lines ofargument;ii. make soundjudgments inaccordance withthe majortheories,concepts andmethods of thesubject(s) ofstudy;iii. apply underlyingconcepts,principles, andtechniques ofanalysis, bothwithin and outsidethe discipline;iv. whereappropriate, usethis knowledge inthe creativeprocess;Interpret the impact of social,cultural, political, and technologicalfactors on the rapid and ongoingtransformation of business, mediaand communications, andformulate contemporary questions,challenges and opportunities thatarise in relation to the practice ofcorporate communications andpublic relations.Integrate practical knowledge ofpublic relations theory and bestpractices in the development andexecution of communicationsprograms across multiple sectorsincluding corporate, not-for-profitand public sector organizations.Incorporate analytical, critical andindependent thinking skills toassess complex business andcommunications issues withinorganizations and formulatediverse, creative communicationsapproaches to meet them alongwith the ability to effectivelycounsel organizational decisionmakers.Explain measurement standardsand analytics for the analysis andevaluation of online and offlinecommunications and publicrelations programs, and evaluateimpact on business objectives,Introduction to Social MediaMedia RelationsBusiness Research & AnalysisStrategic CommunicationsPlanningCommunications Research &MeasurementSocial Media LabCapstone ProjectRequired Non-CoreCoursesEthics in a Plural WorldFundamentals of ResearchStatisticsPower of CommunicationGlobal Citizenship &Equity: World HungerElective Non-CoreCoursesSocial SciencesPsychology: The Interplayof Genetics, Physiology,and Environment in theDetermination ofBehaviourConsumer Behaviour: WhyWe Buy What We BuyHuman Geography:Migration andGlobalizationMedia, Culture & SocietySociology of DevianceHumanitiesIndigenous Peoples: AGlobal PerspectiveCorporate Communications Centennial College pg. 57and Public Relations

Section 4: Program Contentoutcomes and influence.Caribbean LiteratureCritical Approaches toPopular Cultureb) The ability to use abasic range ofestablishedtechniques to:v. initiate andundertake criticalevaluation ofarguments,assumptions,abstract conceptsand information;vi. proposesolutions;vii. frame appropriatequestions for thepurpose ofsolving aproblem;viii. solve a problemor create a newwork;Interpret the impact of social,cultural, political, and technologicalfactors on the rapid and ongoingtransformation of business, mediaand communications, andformulate contemporary questions,challenges and opportunities thatarise in relation to the practice ofcorporate communications andpublic relations.Incorporate analytical, critical andindependent thinking skills toassess complex business andcommunications issues withinorganizations and formulatediverse, creative communicationsapproaches to meet them alongwith the ability to effectivelycounsel organizational decisionmakers.Explain measurement standardsand analytics for the analysis andevaluation of online and offlinecommunications and publicrelations programs, and evaluateimpact on business objectives,Business Research & AnalysisStrategic CommunicationsPlanningCommunications Research &MeasurementSocial Media LabCapstone ProjectVisionaries,Revolutionaries, andReactionaries: GlobalIssues in the 21st CenturyPhilosophyPhilosophy of Science andReligionLogic, Critical Thinking andCommunicationHuman Genomics - MoralDilemmas in the 21stCenturyNatural SciencesGlobal Perspectives on theHuman Immune SystemFood Chemistry: FromCrop to ConsumptionChemistry of Pollutants:Impacts and SolutionsVisual and Performing Arts21st Century VisualCulturePerformance andCorporate Communications Centennial College pg. 58and Public Relations

Section 4: Program Contentoutcomes and influence.Analyze and appraise the social,cultural, political and economicaspects of a diverse society andworld in which graduates will liveand participate as globallycompetent professionals and globalcitizens.TechnologyConceptual Art and SocialChangeFilm Art in the Internet Agec) The ability to makeuse of scholarlyreviews and primarysources.Develop research skills to examineand analyze primary andsecondary data and assess theirreliability, validity, merits andlimitations to apply them tobusiness and communicationschallenges.Incorporate analytical, critical andindependent thinking skills toassess complex business andcommunications issues withinorganizations and formulatediverse, creative communicationsapproaches to meet them alongwith the ability to effectivelycounsel organizational decisionmakers.Analyze and appraise the social,cultural, political and economicaspects of a diverse society andworld in which graduates will liveand participate as globallycompetent professionals and globalcitizens.Communications Research &MeasurementSocial Media LabCapstone ProjectCorporate Communications Centennial College pg. 59and Public Relations

Section 4: Program Content5. ProfessionalCapacity/Autonomya) The qualities andtransferable skillsnecessary for furtherstudy, employment,communityinvolvement andother activitiesrequiring:i. the exercise ofinitiative, personalresponsibility andaccountability inboth personal andgroup contexts;ii. workingreflectively withothers;iii. decision-makingin complexcontexts;b) The ability to managetheir own learning inchangingcircumstances, bothwithin and outside thediscipline and toselect an appropriateprogram of furtherstudy;Interpret the impact of social,cultural, political, and technologicalfactors on the rapid and ongoingtransformation of business, mediaand communications, andformulate contemporary questions,challenges and opportunities thatarise in relation to the practice ofcorporate communications andpublic relations.Develop strategies and identifyavailable resources for personaland professional development as alife-long learner, effective teamplayer and leader in the corporatecommunications and publicrelations industry.Analyze and appraise the social,cultural, political and economicaspects of a diverse society andworld in which graduates will liveand participate as globallycompetent professionals and globalcitizens.Develop strategies and identifyavailable resources for personaland professional development as alife-long learner, effective teamplayer and leader in the corporatecommunications and publicrelations industry.Analyze and appraise the social,cultural, political and economicOrganizational BehaviourStrategic CommunicationsPlanningCapstone ProjectSocial Media LabCapstone ProjectRequired Non-CoreCoursesEthics in a Plural WorldFundamentals of ResearchStatisticsPower of CommunicationGlobal Citizenship &Equity: World HungerElective Non-CoreCoursesSocial SciencesPsychology: The Interplayof Genetics, Physiology,and Environment in theDetermination ofBehaviourConsumer Behaviour: WhyWe Buy What We BuyHuman Geography:Migration andGlobalizationMedia, Culture & SocietySociology of DevianceHumanitiesIndigenous Peoples: AGlobal PerspectiveCorporate Communications Centennial College pg. 60and Public Relations

Section 4: Program Contentc) Behaviour consistentwith academicintegrity and socialresponsibility.6. Awareness of Limits ofKnowledgeAn understanding of thelimits to their ownknowledge and ability,and an appreciation ofthe uncertainty,ambiguity and limits toknowledge and how thismight influence analysisand interpretations.aspects of a diverse society andworld in which graduates will liveand participate as globallycompetent professionals and globalcitizens.Conduct all activities withinestablished PR codes of conduct,ethical practices andcommunications law related tocorporate communications andpublic relations.Interpret the impact of social,cultural, political, and technologicalfactors on the rapid and ongoingtransformation of business, mediaand communications, andformulate contemporary questions,challenges and opportunities thatarise in relation to the practice ofcorporate communications andpublic relations.Develop strategies and identifyavailable resources for personaland professional development as alife-long learner, effective teamplayer and leader in the corporatecommunications and publicrelations industry.Analyze and appraise the social,cultural, political and economicaspects of a diverse society andworld in which graduates will liveand participate as globallycompetent professionals and globalCapstone ProjectIntroduction to BusinessFundamentals of CorporateCommunicationsIntroduction to MediaOrganizational BehaviourBusiness LawCorporate Social ResponsibilitySocial Media LabCapstone ProjectCaribbean LiteratureCritical Approaches toPopular CultureVisionaries,Revolutionaries, andReactionaries: GlobalIssues in the 21st CenturyPhilosophyPhilosophy of Science andReligionLogic, Critical Thinking andCommunicationHuman Genomics - MoralDilemmas in the 21stCenturyNatural SciencesGlobal Perspectives on theHuman Immune SystemFood Chemistry: FromCrop to ConsumptionChemistry of Pollutants:Impacts and SolutionsVisual and Performing Arts21st Century VisualCulturePerformance andCorporate Communications Centennial College pg. 61and Public Relations

Section 4: Program Contentcitizens.TechnologyConceptual Art and SocialChangeFilm Art in the Internet Age4.3.2. Breadth OutcomesTable 10: Breadth Outcomes and Corresponding Courses/RequirementsBreadth RequirementThe development of critical thinking,quantitative reasoning, written and oralcommunication skills;More than introductory knowledge in thehumanities, sciences, social sciences, globalcultures and/or mathematics;Knowledge of society and culture, and skillsrelevant to civic engagement; andProgram Breadth OutcomesIncorporate analytical, critical andindependent thinking skills to assesscomplex business and communicationsissues within organizations and formulatediverse, creative communicationsapproaches to meet them along with theability to effectively counsel organizationaldecision makers.Analyze and appraise the social, cultural,political and economic aspects of a diversesociety and world in which graduates will liveand participate as globally competentprofessionals and global citizens.Analyze and appraise the social, cultural,political and economic aspects of a diversesociety and world in which graduates will liveand participate as globally competentprofessionals and global citizens.Examine the impact of social, cultural,political, and technological factors on theNon-Core Course(s) and/or WorkExperience RequirementsRequired Non-Core CoursesEthics in a Plural WorldFundamentals of ResearchStatisticsPower of CommunicationGlobal Citizenship & Equity: WorldHungerElective Non-Core CoursesSocial SciencesPsychology: The Interplay ofGenetics, Physiology, andEnvironment in the Determination ofBehaviourConsumer Behaviour: Why We BuyWhat We BuyCorporate Communications Centennial College pg. 62and Public Relations

Section 4: Program ContentMore than introductory knowledge of thedistinctive assumptions and modes ofanalysis of a discipline outside the corefield(s) of study.rapid and ongoing transformation ofbusiness, media and communications, andformulate contemporary questions,challenges and opportunities that arise inrelation to the practice of corporatecommunications and public relations.Analyze and appraise the social, cultural,political and economic aspects of a diversesociety and world in which graduates will liveand participate as globally competentprofessionals and global citizens.Analyze and appraise the social, cultural,political and economic aspects of a diversesociety and world in which graduates will liveand participate as globally competentprofessionals and global citizens.Human Geography: Migration andGlobalizationMedia, Culture & SocietySociology of DevianceHumanitiesIndigenous Peoples: A GlobalPerspectiveCaribbean LiteratureCritical Approaches to Popular CultureVisionaries, Revolutionaries, andReactionaries: Global Issues in the21st CenturyPhilosophyPhilosophy of Science and ReligionLogic, Critical Thinking andCommunicationHuman Genomics - Moral Dilemmasin the 21stCenturyNatural SciencesGlobal Perspectives on the HumanImmune SystemFood Chemistry: From Crop toConsumptionCorporate Communications Centennial College pg. 63and Public Relations

Section 4: Program ContentChemistry of Pollutants: Impacts andSolutionsVisual and Performing Arts21st Century Visual CulturePerformance and TechnologyConceptual Art and Social ChangeFilm Art in the Internet AgeCorporate Communications Centennial College pg. 64and Public Relations

Section 4: Program Content4.4. Course Descriptions4.4.1. Core CoursesThe School of Communications, Media & Design and School of Business havedeveloped an outstanding, integrated curriculum that includes 29 core courses in thefield of study (corporate communications, public relations and general business), and acapstone project for the Bachelor of Corporate Communications and Public Relations.Courses have been developed to provide students with a solid foundation incommunications, media and business theory in the first two years, followed by anintegrated mix of theoretical and applied learning, with special emphasis on writing,research, measurement and evaluation across multiple practice sectors.Centennial College assembled an exceptional team of course developers to create avibrant curriculum that reflects best practices in the industry, reflects current knowledgeand practices and is designed to be flexible to meet the changing nature of the corporatecommunications and public relations profession.Courses will use a mix of Canadian and international textbooks, along with coursematerial (professional journals, online publications, case studies, industry associationpublications) to support learning. Real life case studies will be an important element ofmany courses to provide dynamic scenarios that will support learning.Student assessment will be based on a wide range of methods, ranging from writingexercises, essays, examinations, group projects, online initiatives and client-focusedprojects. Students will be expected to progress towards completion of a capstoneproject in their final year.See Table 11 for a description of each core course by semester for each academic year.Table 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursYear 1Semester1Principles ofMarketing 1Effective marketing is critical to managingprofitable customer relationships in today’sdynamic and connected environment. This courseprovides the foundations of marketing theory,practice and trends in Canadian and Globaleconomy. It examines basic marketing theories,plan, mix (price, place, product, and promotion)and explores how different business organizationsimplement and practice diverse strategies andtactics. Students will have the opportunity todevelop and apply their knowledge andunderstanding of the role that marketing plays in3Corporate Communications Centennial College pg. 65and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursIntroduction toBusinessFundamentals ofCorporateCommunicationseconomy and business and the impact it has onCanadian and global economic environment fromboth a business and consumer prospective.This course offers an introduction to businessprinciples, theory, and their practical application tothe various areas of Canadian and globalbusiness environment. The course examines thebasic aspects of Canadian business economy,including demand and supply, products andservices, the business trade cycle, private andpublic enterprise, and different types ofcompetitive market structures. It also coverstopics in business ethics and corporate socialresponsibility. Students will have an opportunity toexamine and evaluate the basic principles ofbusiness philosophy, demand and supply theory,different types of business institutions, andformation of business institutions. Both Canadianand global business environment will be analyzedand assessed from a business and economyperspective.Today’s modern Public Relations is a deliberate,planned activity, based on actual policies andperformance. It is mutually beneficial to theorganization and the public interest. It is equallyimportant to solicit feedback through two waycommunication. The practice of Public Relationsis most effective when performed as an integralpart of decision making by top management tomanage competition and conflict. These essentialelements frame today’s modern public relations.This course will help the student to understand therole a Corporate Communicator and PublicRelations practitioner fulfils in order tocommunicate with their publics. The student willlearn the basic concepts practiced within publicrelations and its evolution to today’s practice. Thecourse will help the student to identify andunderstand the values, theory, principles andmanagement processes that guide the practice.The role of research, action, communication andevaluation (RACE) contribute to the PublicRelations process will be an important aspect forthe Public Relations student and their futurecareer. In addition we will explore the many33Corporate Communications Centennial College pg. 66and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursSemester2Introduction toMediaOrganizationalBehaviourBusiness Lawcomponents that make up the practice of publicrelations such as: counselling, research, mediarelations, publicity, employee / member relations,community relations, public affairs, governmentaffairs, issue management, financial relations,industry relations, development / fundraising,multicultural relations / workplace diversity,special events and marketing communications.This course provides students with an introductionto media studies and the role media plays withincontemporary society. It explores basic mediatheory and provides a snapshot of how the mediaoperates in the Canadian and global marketplace,looking at its history and how technology ischanging its role and how people interact with it.Students will explore such critical issues asregulation, concentration of ownership, bias andexamine the role media plays in corporatecommunications and public relations.Modern organizations face a myriad ofchallenges. The rate of change, and theincreasing complexity of organizations and theirenvironments, is unprecedented. The need foragility, flexibility, and adaptive responses toachieve competitive advantage, is paramount.Organizational Behaviour (OB) is aninterdisciplinary field drawing from numerousdisciplines such as psychology, sociology,anthropology, and economics. This overviewcourse will provide an opportunity to explorefundamental theories and principles inorganizational behaviour, and how these theoriesare translated into practice within organizations tohelp enable competitive advantage. Students willhave the opportunity to reflect on, and evaluate,their own experiences, preferences, strengths,and weaknesses, to investigate theinterrelatedness of individual, interpersonal,group, organizational, and societal dynamics.Students are introduced to the complex legalsystem in which businesses and consumersoperate. The Canadian Constitution, as well asstatutory and common law concerning businessand consumer transactions is covered. Studentsreceive an overview of the laws of contracts and33Corporate Communications Centennial College pg. 67and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursIntroduction toSocial MediaWriting for PublicRelations 1torts that form the basis of business relationships.Topics include sale of goods and consumerprotection legislation, debtor-creditor relations,competition law, employment law, manufacturer’sproduct liability and intellectual property rights.The existence of the social web, which allowsconnection, sharing, creation and participation onan unprecedented global scale, creates enormousopportunities for professionals to affect therelationship between their organizations and theirtarget publics – whether consumers, constituents,investors or stakeholders. This course reviewsthe history of the development of the social webfrom the early days of user-generated content,and the creation of the first social networks, to thenewest platforms for customer, stakeholder andmedia engagement. It introduces students to coresocial web platforms for listening, creating andengaging in social networks and onlinecommunities, designing a business presence onthe social web, creating ‘owned’ media on behalfof companies, non-profits and public sectororganizations, navigating the presence of anorganization online through effective communitymanagement, and establishing operative socialweb monitoring. The course also familiarizesstudents with basic concepts of web and mobiledevelopment including HTML5, PHP programmingand various content management systems.Despite the shift from traditional to online mediaand the changing role of public relationsprofessionals, a core strength of any successfulcommunications practitioner is the ability todetermine what is newsworthy and possessprofessional writing skills necessary to produce awide range of forms of public relations writing,including strategic news releases, mediaadvisories, fact sheets and backgrounders for themedia, reports, feature stories and public serviceannouncements. This course is designed to helpstudents develop professional writing skills and toprepare them to be critical producers of strongand effective messaging for nonprofit, business,or public campaigns. Students will learn thefundamentals of writing effective public relations2 13Corporate Communications Centennial College pg. 68and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursYear 2Semester1Corporate SocialResponsibilityIntroductoryAccountingMedia Relationsmaterial for internal and external audiences.This course introduces students to the ethical andbusiness meaning and value of Corporate SocialResponsibility (CSR) as it is applied by companiesaround the world as an indispensable businessstrategy in a competitive global and localeconomy. It first explores the evolution of CSRand varying perspectives on the legal, economic,social and environmental implications of CSR tosustainable business success. Governmentregulation, principles and standards regardingCSR implementation and performancemeasurement will be examined. The course thenfocuses on the managerial aspects of CSR suchas stakeholder engagement, transparency andaccountability, and CSR reporting. Students willlearn the effective integration of CSR intomanagement areas such as human resources,safety and health, and corporate governance. Thecourse aims to equip students with leadership andbusiness skills to respond to the challenges andopportunities of creating business values fromCSR strategy and practices such as branding andmarketing, collaborating with NGOs, sociallyresponsible investment, and business innovation.The primary objective of this course is to providean introduction to the concepts and principles ofaccounting as used in business. Entrepreneursneed to understand and use financial statementsin the management of their business and tocommunicate with other stakeholders includinglenders, investors and tax authorities. In additionto the understanding of accounting concepts,principles and terminology students will learn toprocess basic accounting transactions, preparefinancial statements and use basic analyticalcalculations.This course will provide the public relationsstudent with the tools to effectively deal with themedia, news gathering services, and newspersonnel. Students will create targeted medialists, develop an ability to pitch story ideas to themedia, monitor media coverage and formulateand practice the delivery of key messages to the333Corporate Communications Centennial College pg. 69and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursmedia during news conferences and interviews.The course also examines the effect of socialmedia on media relations practices, with thedevelopment of an ability to respond effectively tosocial media.Semester2FinancialManagementFinancial Management provides critical supportfor the introduction of strategic initiatives for theorganization and in maintaining the solvency ofthe organization. This course will provide anintroduction to the tools and techniques that allowexpansion of the operations for a new orestablished business. Students will have theopportunity to read financial statements, forecastcash flows, review and select investmentopportunities, identify various sources of financingof expansion and examine risk reductiontechniques.3BusinessResearch andAnalysis.StrategicCommunicationsPlanningIn this course students learn to develop skills andcompetency in business research and analysis formanagement decision making and businessplanning, and for academic purposes. The courseintroduces students to research methodology andmethods, comparative case study approaches,and alternative business researchmodels/theories. The research process will bediscussed, which includes time and budgetplanning, considerations for research ethics,literature review, deciding on qualitative and/orquantitative methods, primary and/or secondarydata collection, data analysis and interpretation,and communicating research results. Statisticalanalysis using SAP will also be introduced.Students learn to write research proposals andbusiness research reports in business andacademic formats.The Strategic Communications Planning courseprovides in-depth, step-by-step, methods tocreating comprehensive and strategiccommunications plans and programs thatcontribute to vital organizational goals. Coursecontents will prepare students to execute suchplans by focusing on program elements including,environmental scanning, stakeholder relations andaudience research, setting measureable33Corporate Communications Centennial College pg. 70and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursInternalCommunicationsobjectives, strategies and tactics, key messagedevelopment, budgeting, and measurement andanalysis.In today’s complex, dynamic and increasinglyglobal workplace, communications not onlyconnects and educates employees; it plays acrucial role in navigating organizational changeand driving financial performance. This course willexplore the theory and practice of internalcommunications management, teaching theessential tools and techniques to effectivelyengage a broad range of internal stakeholders.Whether working for a global multinationalcorporation, government agency or a local charity,these tools will help future practitioners toarticulate business strategy, share knowledge,manage employee expectations, improveleadership credibility and shape corporate culture.Through the use of case studies, in-class andinteractive scenarios, students will learn first-handhow to develop measurable, authenticcommunications programs that break down silos,encourage employee dialogue and boostproductivity.3Year 3Semester1ProjectManagementAdvanced SocialMediaProject management is a universal and adaptablediscipline with potential for worldwide outreachand global development. This introductory courseprovides an overview of the nine knowledge areasand five process groups of modern projectmanagement, the associated tools, techniques,processes and best practices. The course isbased on the project management life cycle anddefines key project management terms whileemphasizing the alignment of project objectiveswith business goals (or enterprise) within thecontext of the environment in which the projectoperates. Students will have an opportunity todevelop and present a project plan integrating theestablished body of knowledge, processes,methodologies and procedures of projectmanagement acquired in the course.This advanced course builds on the theory andpractice of the introductory course by diving more31 2Corporate Communications Centennial College pg. 71and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursWriting for PublicRelations 2deeply into the public relations plans that resultfrom the strengths, opportunities, weaknessesand limitations of core social web tools. Thecourse will focus on the best approaches forintegrating social media programs into the fullrange of corporate communications, internalcommunications and marketing strategiesconducted by private, public and non-profitorganizations. Using a case-based approach,students will examine the use of social strategiesto manage organizational issues and crises, whicheither arise out of organizational operations or asa result of the organization’s very presence on thesocial web itself.The purpose of persuasive writing is to influenceor change an audience’s thoughts or actions.Building on the fundamentals developed in Writingfor PR 1, students will develop and expand theirwriting and editing skills by working on a variety ofpublic relations materials. Students will examinethe strategic and technical aspects of persuasivewriting for a variety of corporate clients andexternal stakeholders. Case studies will includeproduct launches, fundraising campaigns andchange communications.3Semester2Introduction toCommunicationDesignNon-ProfitCommunicationsVisual communications is an innovative andcreative field that uses various types of visualtechnology to create memorable visual messagesthat communicate with the public. This courseprovides an overview of visual communicationsand the design process. Students will explore thefunctions, principles and effectiveness of designthrough case studies and projects. Students willgain a basic understanding of why and howdesign works and how it integrates with corporatecommunications. Students will learn to apply basicprinciples and tools of layout and typography,developing their visual sensibilities. The coursewill also provide the opportunity for students todevelop and write a design brief and explore howto communicate visual concepts effectively.As an employer of 1 out of every 5 jobs inCanada, non-profit organizations are oftenoverlooked for their specific communications and33Corporate Communications Centennial College pg. 72and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursInvestorRelationsleadership needs. This course will preparestudents to achieve success and fulfillment ascommunicators in a variety of nonprofitorganizations, including healthcare, humanservices, education, culture, recreation, religion,the environment, advocacy or communitydevelopment. After an initial exploration of thestudents’ own interests and values, they willchoose an area of non-profit activity to focus on,including the adoption of a communication projectfor an organization that interests them. Byapplying communications standards, tools andmatrices learned in the program to date, studentswill critically evaluate the applicability, adaptabilityand relevance of corporate communicationsprinciples to communicating the non-profit’svalues and mission. This course will assiststudents to develop the skills needed to motivatethe key actors and decision makers that hold thekey to non-profit organizations’ success.Culminating in the presentation of an applied casestudy, this course will round out students’ portfolioof skills and exposure in order to open up a careerpath as a value-based communicator.Corporate communications andinvestor/shareholder relations are the foundationfor investor relations practitioners who managecorporate messages to the investmentcommunity, maximize the company’s marketvalue to investment industry constituencies, andwork within the guidelines of government andregulatory disclosure requirements. This courseprovides a detailed examination of the functionalrole of Investor Relations within a corporation. Itintroduces students to the core skills andcompetencies necessary to design and executean investor relations communications plan; and itfocuses specifically on communication activities,tactics and best practices employed by IRpractitioners in fulfilling their investorcommunications responsibilities. It also looks athow corporate communicators support the IRfunction and the regulatory environment in whichthey operate. Students will have an opportunity toresearch corporations and their investor relations3Corporate Communications Centennial College pg. 73and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursYear 4Semester1Special EventManagementFoundations ofEntrepreneurshipcommunications, as well as to design, develop,present and assess an IR communication strategyand its associated tactics.Strategic communication planning today oftenincludes events as a key deliverable, relying oncommunicators to create, plan, execute andevaluate special/one-time events. From charityand corporate events to festivals, rallies and eventhe Olympics, the professional communicatormust understand how to work with vendors,including professional event planners, to achievecommunications objectives through the event. Inthis course students will examine and experiencethe best practices of event planning andmanagement from start to finish, includingproposal, promotion and budgeting. They willexamine how events fit into the overall strategicplanning process, how to plan and supervisethem, and how to use events as an effective tacticto either market/promote a brand or strengthenthe employee/customer experience. Students willalso have an opportunity to integrate informationand knowledge acquired in the course to bothevaluate and develop components of a strategicevent plan.The green shoots of entrepreneurship give aneconomy its vitality. They give rise to newproducts and services, fresh applications forexisting products and services, and new ways ofdoing business. Entrepreneurship stirs up theexisting economic order and prunes out the deadwood. The Global Entrepreneurship Monitorstates that as much as one- third of thedifferences in economic growth among nationsmay be due to differences in entrepreneurialactivity. Entrepreneurship requires a special blendof skills, knowledge, abilities, and experiences, aswell as the ability to recognize and exploit uniqueopportunities. This course offers a framework forunderstanding the entrepreneurial process andexposes students to challenges, problems, andissues faced by entrepreneurs who start newbusinesses. The goal of this course is to introducestudents the field of entrepreneurship by providing33Corporate Communications Centennial College pg. 74and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursPublic SectorCommunicationsAdvanced PublicRelations Writingthem a solid theoretical foundation to the subjectand also encouraging them to apply newlylearned concepts to “real-world” cases andproblems.This course will familiarize students with thedevelopment and delivery of communications inthe public sector, including governmentdepartments and ministries, and publicly fundedagencies such as hospitals and school boards.Students will explore how the public sectorcommunicator’s role has evolved from solelyproviding public information, to developingprograms that build public trust and citizenengagement, and emerging trends in public sectorcommunications. They will examine the roles ofand relationships between elected officials andpublic sector staff in a parliamentary system ofgovernment, identify stakeholders and use variousmethodologies for constructively engaging them,and building positive relationships between publicsector communicators and journalists. Coursework will focus on increasing students’understanding of how public sector organizationsare different from, and the same as, otherorganizations in their communication challengesand opportunities, especially related toorganizational cultures, structures and decisionmakingprocesses.The ability to analyze complex information andsynthesize it into clear, effective written material isan essential skill for communicators. Building onthe course learning outcomes from PR Writing 1and PR Writing 2, students master the advancedwriting, critical thinking and analytical skillsneeded to review, edit, develop and createcomplex public relations materials. Topics includeexecutive communication, financial publicrelations writing, crisis communications andearned media, with an emphasis on analyzing andderiving content from primary and secondaryresearch findings. Students will have anopportunity to respond to a series ofcommunications challenges with clearly writtenpieces featuring style and formats appropriate forthe specified target audience(s).33Corporate Communications Centennial College pg. 75and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursSemester2Practicum Prep(Non Credit)CommunicationsResearch andMeasurementPublic AffairsThis non-credit course is designed to preparestudents for Field Placements. Students will learnhow to create a professional resume, cover letterand portfolio. Students will participate in mockinterviews and role playing scenarios. There willalso be a focus on developing careermanagement strategies.In today’s increasingly integrated and digitalcontext, public relations professionals areconstantly challenged to gather, evaluate andsynthesize market intelligence from a range ofsources critical to developing strategic publicrelations programs and measuring theireffectiveness. This course provides anopportunity for students to build upon methodsand skills learned in the core research coursewhile applying those skills and methods to acommunications context specifically. The courseoffers an advanced examination of both ideal andpractical qualitative and quantitative socialscience research methods and analysis. It coversinterviews, focus groups, surveys, traditionalmedia content analysis, social media contentanalysis, network analysis, web and social mediaanalysis with a focus on how these can helpshape and demonstrate the impact of integratedmarketing communications. The course willcombine theory with much of the latest thinkingand practical applications from the field throughan examination of book chapters, white papers,recent award-winning case studies, lectures andguest speakers. Students will have an opportunityto design and conduct a public relations researchor program evaluation by integrating the body ofknowledge, theories, methodologies, guidingprinciples, and strategies of evaluation acquired inthe course.Public Affairs practitioners build and maintain thereputation of their organization and engage itsstakeholders through a combination of issuesmanagement, policy development, governmentrelations and strategic communications.3(8 weeks)33Corporate Communications Centennial College pg. 76and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursStudents taking this course will build on priorstudies to broaden and deepen theirunderstanding of the public policy, governmentand regulatory environment, and to develop thecritical thinking and analysis skills that areessential to communication practitioners.Students will examine the evolution of publicaffairs both as a field of practice and as anorganizational function. They will gain a solidgrounding in the principles of governmentrelations, issues management, lobbying andadvocacy. Course work will pay particularattention to the influences of the Internet andsocial media and the ‘democratization’ of publicaffairs and policy development, as well as theresulting increased emphasis on communityengagement and stakeholder management.Social Media LabIn the Social Media Lab, students with learn howto use research to cut through the complexity ofcyberspace and make evidence-based strategicand tactical decisions. This course will providestudents with an understanding of thearchitectures of cyberspace and social media, anappreciation of the relations between online andoffline phenomena, an overview of personal andsocial psychology, and an ability to design andcarry out research projects to help organizationsachieve their public relations goals in socialmedia.3IssuesManagement andCrisisCommunicationsWhen confronted with a crisis, it is critical thatcommunications practitioners, corporate leadersand their organizations effectively manage crisissituations by taking command of communicationand navigating the media, stakeholders, the publicand consumers under stressful conditions. Thecourse examines and promotes the ability ofstudents to understand and develop acomprehensive approach to identifying andmanaging crisis situations as they work to achievespecific communications goals. In this course, thebusiness organization and its relationship withmedia, stakeholders, and internal and externalaudiences will be examined and discussed.3Corporate Communications Centennial College pg. 77and Public Relations

Section 4: Program ContentTable 11: Core Course DescriptionsYear/SemesterCourse NameCourse DescriptionLectureHours/WeekLabHoursSemester9Capstone ProjectField PlacementStudents will examine the history of crisiscommunications, the role of the leader in a crisis,new developments in managing crises and will beactively engaged in crisis communicationsplanning, monitoring, identifying and respondingto issues, building teams to manage crisiscommunications scenarios, adapting plans as acrisis evolves and developing and implementingthe products and processes necessary to handlecorporate crisis situations. Students will also beexposed to the role of social media in generatingcrisis scenarios and the use of social media toolsin managing them.Students complete a project on behalf of a clientin their specific area of interest under the directionof the course instructor. Students are required tosubmit a project proposal for approval, along witha critical path, project milestones and evaluationcriteria. This is a “capstone” course givingstudents the opportunity to demonstrate they havemet program outcomes and showcase an area ofexpertise. Students work independently onproject work outside the classroom, meeting withthe instructor and as a class at key points duringthe semester to discuss their projects and sharelearning.The student applies communication skills andgains experience through a 14 week, full-timeplacement in the corporate communications orpublic relations department of a business,association, agency or government ministry orsimilar organization. The student’s on-site work isevaluated by the communication practitioner whoacts as the supervisor.3Corporate Communications Centennial College pg. 78and Public Relations

Section 4: Program Content4.4.2. Non-Core Courses4.4.2.1. Breadth RequirementLiberal Studies courses at Centennial College will include and emphasize thefollowing:A historical, theoretical, or conceptual base and perspectiveSkills and competencies: critical analysis, research, synthesis, interpretation,and evaluationSelf-knowledgeCommunity and civic engagementCivic engagement/citizenshipGlobal perspectives and competencyLifelong learning preparationRelevance to the changing world, communities, and personal andprofessional developmentSee electronic Policies file (Section 16) for the following College policies andprocedures pertaining to breadth and non-core courses within degree programs: Breadth Course Requirements for Centennial College Degrees4.4.2.2. Required Non-Core Course Descriptions and Breadth CourseRequirementsAll Centennial College degree programs have five mandatory baccalaureate levelcourses which engage students in the understanding of the importance and role ofassumptions, theories, methodologies, practices, and principles and values, as wellas a wide range of written and oral communication, critical thinking, reasoning andanalytical skills necessary to engage in academic and professional study at thedegree level. These courses are also designed to prepare students for moreadvanced courses in related subjects. The required non-core mandated courses are:Power of CommunicationGlobal Citizenship and Equity: World HungerStatisticsFundamentals of ResearchEthics in a Plural WorldEvaluation components of all liberal studies courses include a variety of methods ofassessments such as essay-type, testing, final examinations, assignments, fieldwork, in-class presentations, and debates. A significant aspect of the evaluation isthe writing requirement which differentiates the lower and upper level liberal studiescourses. Based on comparative analysis of selected GTA colleges and universities,it appears that out-of-class assignments should range at least between 1200-1500words at the lower level and at least 1500-3000 words at the upper level. The writtenassignments require students to provide critical analysis and interpretation of thetopic with an emphasis on grammar, syntax, logic, and clarity of organization andideas.Corporate Communications Centennial College pg. 79and Public Relations

Section 4: Program ContentSee Table 12 for descriptions of required non-core courses by semester for eachacademic year and the course schedule for non-core courses. For descriptions ofelective breadth courses, see section 4.4.2.3.Table 12: Required Non-Core Course Descriptions and Breadth Course RequirementsYear/SemesterCourse NameCourse DescriptionLectureHoursLabHoursYear 1Semester 1Semester 2Year 2Semester 1The Power ofCommunicationsStatisticsFundamentals ofResearchStudents will receive an introduction toseveral different types and styles of writing,both non-fiction and fiction. The non-fictionpersuasive essay and examples ofjournalism will be used to develop thestudents' capacity to structure and parse anargument, recognize bias and logical fallacy,and create a concept of media literacy.Students will then study the poem, the play,and finish the course with the shortstory/novel, developing an understanding ofhow authors use different types of writing fordifferent purposes, relating to audiences intheir use of content, language, structure,tone, and literary devices. Students will learnessay structure and techniques and writeseveral short analysis-based responsepapers over the course of the semester.This is a first year course in which thestudent will be introduced to the statisticalmethodology of collecting, describing andanalyzing quantitative data. Students willlearn how to appropriately present andsummarize data. Using regression andcorrelation analysis, relationships betweentwo variables will be explored and modeled.In addition to constructing andunderstanding confidence intervals, studentswill evaluate statements and recommenddecisions based on hypothesis testing.This course introduces the learner tohistorical and cultural worldviews thatunderlie research concepts, methodologies,methods, strategies, and techniques used inbusiness, education, communication,engineering, health, and media. The goal ofthe course is for learners to apply a range ofresearch approaches pertinent to a broad333Corporate Communications Centennial College pg. 80and Public Relations

Section 4: Program ContentTable 12: Required Non-Core Course Descriptions and Breadth Course RequirementsYear/SemesterCourse NameCourse DescriptionLectureHoursLabHoursSemester 2Global Citizenship &Equity: World HungerEthics for a PluralWorldspectrum of work sectors. The course buildsa foundation for understanding researchapplicable to career goals, as well as day-todaydecisions. Learners will uphold theethical responsibilities inherent in researchprocesses and products. Learners will applythe research concepts and skills theyacquire to planning a research projectThis course is a study into the complex issueof world hunger. Drawing on a globalcitizenship and equity framework, studentswill closely examine and analyze thestructural causes of hunger and poverty inCanada as well as at an international level.Common misconceptions will be exploredwhich include the necessity of a secondgreen revolution, trickle-down developmentand the lack of productivity in small-scalefarming. The course presents the analysis ofhunger alleviation strategies through a foodsovereignty perspective, exploring the rightto food, access to land, control overresources and local decision-making.Students will conclude the course byexamining local hunger alleviation strategieswithin an international perspective and willpresent opportunities for surmounting thebarriers in these situations.This course introduces students to coreconcepts in ethical philosophy with a specialemphasis on the challenges of livingethically with others in a cosmopolitan world.The field of ethics is often defined as thestudy of right and wrong behaviour.However, if we take diversity seriously, whatsources do we draw upon to know right fromwrong? If we respect the right of differentcultures, faiths, peoples and individuals—each with their own unique world view andvalue system—to exist, than how do wedecide what is the ethical way to live? Ourworld is increasingly becominginterconnected. Global problems like war,human rights abuses and ecologicaldestruction migrate across geographical and33Corporate Communications Centennial College pg. 81and Public Relations

Section 4: Program ContentTable 12: Required Non-Core Course Descriptions and Breadth Course RequirementsYear/SemesterCourse NameCourse DescriptionLectureHoursLabHoursYear 3Semester 1Semester 2Year 4Semester 1Breadth ElectiveBreadth ElectiveBreadth ElectiveBreadth ElectiveBreadth Electivepolitical borders. What responsibility do weowe each other in this shared world?Students select from a variety of coursesoutside their discipline drawn from the fieldof Social Sciences. See section 4.4.2.3. fordescriptions of breadth electives.Students select from a variety of coursesoutside their discipline drawn from the fieldof Humanities. See section 4.4.2.3. fordescriptions of breadth electives.Students select from a variety of coursesoutside their discipline drawn from the fieldof Natural Sciences. See section 4.4.2.3. fordescriptions of breadth electives.Students select from a variety of coursesoutside their discipline drawn from the fieldof Arts. See section 4.4.2.3. for descriptionsof breadth electives.Students select from a variety of coursesoutside their discipline drawn from the fieldof Philosophy. See section 4.4.2.3. fordescriptions of breadth electives.333334.4.2.3. Elective Non-Core/Breadth Course Descriptions and Breadth CourseRequirementsLiberal Studies elective courses provide degree students the opportunity to developan understanding of disciplines outside their fields of professional specialization,which enhances their capacity to critically analyze their social, political, economic,historical, and cultural context and provide them with the opportunity to experiencediverse perspectives and ways of reasoning, analysis, and communication. In theprocess, graduates can attain a recognition of the need for and an ability to engagein life-long learning necessary to thrive in the continuously evolving and globalizingworkplace of the twenty-first century. Students will choose five Liberal Studiescourses from among a number of course options. The offerings will be clustered intosocial sciences, humanities, natural sciences, visual and performing arts andphilosophy.See Table 13 for descriptions of elective non-core courses by semester for eachacademic year.Corporate Communications Centennial College pg. 82and Public Relations

Section 4: Program ContentYear/SemesterYear 3Liberal StudiesCluster and CourseNameSemester 1 Social Sciences -Sociology of DevianceSocial Sciences -Consumer Behaviour:why we buy what webuySocial Sciences -Human Geography:Migration andGlobalizationTable 13: Elective Non-Core Course DescriptionsCourse DescriptionSociology of deviance studies behavioursthat violate social norms, formal or informalrules, or defy other’s expectations. Based insociological study, the course will explorethe context of how and why certainbehaviours and actions are deemed‘deviant’. Included in this will be anexamination of perceptions, reaction andpower. This course will cover varioustheories of deviance and topics includingmental disorders, troubled youth, scientificbelief systems, physical appearance, and‘extremism’. This course will also provide thestudent with the understanding to determinewhat is considered deviant in light of themany controversies surrounding devianceand deviant behaviour.This course provides students with theknowledge and skills to examine theprocesses involved in the selection,purchase or use of products, services orexperiences. Students will construct amodel of decision making which includes thebuyer’s personality, motivation andenvironment. The interplay betweenconsumers as individuals and their cultureand subculture will be used to critiquemarketing and advertising campaigns.This course takes a multidisciplinaryapproach to the relationship betweenmigration and globalization. Particularemphasis is placed on the categorizationand characterization of the flow of peoplearound the globe. The analysisencompasses associated social, economic,geographical, environmental and politicaldimensions of globalization in order todeepen understanding of these humanmovements. The different disciplinaryapproaches to these issues are comparedand contrasted. Case studies offer insightand understanding in an area of increasingnational and international importance.LectureHours333LabHoursCorporate Communications Centennial College pg. 83and Public Relations

Section 4: Program ContentTable 13: Elective Non-Core Course DescriptionsYear/SemesterLiberal StudiesCluster and CourseNameCourse DescriptionLectureHoursLabHoursYear 3Semester 2Social Sciences -Psychology: Theinterplay of genetics,physiology, andenvironment in thedetermination ofbehaviourSocial Sciences -Media, Culture &SocietyHumanities - CriticalApproaches to PopularCultureThis course provides students with anexamination of the academic study ofbehaviour. Students will use modernpsychological perspectives to examine theinterplay between their genetics, physiologyand both micro and macro environmentalinfluences in their perceptions, memory andlearning. Applying knowledge and toolsintroduced in this course, students willevaluate psychological therapies anddevelop programs to use the macroenvironment to influence undesirablebehaviours.This course provides an introduction to thecomplex social structures, power, andinfluence of contemporary popular media.Drawing on theoretical frameworks from thesocial sciences and humanities, students willclosely examine and analyze mass mediaforms such as film, popular music,advertising, cyberspace, and electronicmedia. Special attention is given to issues ofunder/mis/representation; narrative and thesocial construction of reality; concentrationof media ownership; the significance ofnews, advertising, and reality television; the"wired" generation; and globalization ofmedia.Popular culture is often dismissed as beingvulgar, ignorant and escapist, and yet a vastnumber of people will spend more timewatching television or playing video gamesthan they will reading a novel or soaking upother forms of what is sometimes called“high culture.” So why do we do it? Whatdoes it do to us? And what can we do withit? Drawing on major scholarly works of thetwentieth century, this course introducesstudents to key critical approaches to thestudy of popular culture.333Corporate Communications Centennial College pg. 84and Public Relations

Section 4: Program ContentTable 13: Elective Non-Core Course DescriptionsYear/SemesterLiberal StudiesCluster and CourseNameCourse DescriptionLectureHoursLabHoursHumanities -Indigenous Peoples: AGlobal PerspectiveThis course will examine contemporaryissues relevant to Indigenous peoplesaround the globe. The course will begin byexploring patterns and themes of Indigenoushistories, including the varying impact ofEuropean colonialism and settlement.Central to this study is an analysis of landclaims settlement issues, the quest for selfgovernment,housing, education, culture,health and various environmental and socialissues that Indigenous peoples are facing.The course will move to focus on thecontemporary revitalisation, repatriation andpreservation methods employed byIndigenous peoples and governmentsaround the world. This method of inquirywill afford the opportunity to compare thechallenges and aspirations faced by diverseIndigenous communities.3Humanities –Caribbean LiteratureThis course offers students the opportunityto build on their reading, critical thinking andwriting skills by sampling the significant bodyof Caribbean literature by writers who live, orhave lived in the Caribbean, North America,Africa, Europe, South America, or otherareas of the world. The course seeks toreflect the diversity of literary voices, aunique mixture of Native, African, Asian, andEuropean, as well as a myriad of othercross-cultural influences. Through the fiction,especially short stories, poetry and novels,the students will better understand thelegacies of colonialism, issues of culturalidentity, immigration and economic poverty,even as the writers celebrate one of themost diverse regions of the world, theCaribbean.3Humanities –Visionaries,Revolutionaries, andReactionaries: GlobalIssues in the 21stCenturyThis course will examine issues ofglobalization and corporatization. Thiscourse begins with an examination ofideological frameworks that provide studentswith tools to analyze competing perspectiveson these issues. Central to this course isthe analysis of influential players such as3Corporate Communications Centennial College pg. 85and Public Relations

Section 4: Program ContentTable 13: Elective Non-Core Course DescriptionsYear/SemesterLiberal StudiesCluster and CourseNameCourse DescriptionLectureHoursLabHoursNatural Sciences -EnvironmentalPollution : Impacts &SolutionsNatural Sciences -Food Chemistry: FromCrop to Consumptiontransnational corporations, global financialinstitutions, the G 20 and global resistancemovements. Issues explored includedemocratization, human rights, theenvironment, control of resources (food,water, technology and energy) and povertyreduction. Students will deconstruct specificproblems and assess divergent solutionsproposed by various commentators usingcritical theoriesThe intense human activities during the pastcentury have been characterized by thedispersal of a wide range of wastes into air,water and soil which contributed enormouslyto environmental pollution. Therefore, it isimperative that our society understands thewidespread impacts of environmentalpollution and continually improves thesolutions of these problems. As a part of thisstream this course has an intention to revealwhat we know about types of pollutants,their sources and releases, their pathwaysthrough the three major environmentalmedia: air, water and soil, and their effectson human society (health, education, politicsand economy). Emphasis will be placed onpractical solutions on how to improve thequality of our environment. The state ofhealth of the World's and Canada'senvironments, stressing areas whereenvironmental pollution is the subject ofpublic debate and concern will also beincorporated through lectures, discussionsand assignments. The course will concludewith an examination of environmentalsustainability, policy, laws and how canindividuals contribute to understanding andprotecting our common environment.This course provides learners with acomprehensive understanding of foodchemistry from growth through post-harvestconsumption. Learners will analyze howchemical structures and components of foodinteract and impact a consumer’s nutrition,health and well-being. Cultural influences33Corporate Communications Centennial College pg. 86and Public Relations

Section 4: Program ContentTable 13: Elective Non-Core Course DescriptionsYear/SemesterLiberal StudiesCluster and CourseNameCourse DescriptionLectureHoursLabHoursNatural Sciences -Global Perspectives onthe Human ImmuneSystemare examined with emphasis on nutrition andconsumption habits of the world. Politicalissues such as additives and preservativesand their relevance in nutrition, food safetyand product quality are critically analyzedand compared cross-culturally. Learners willalso examine the social and economicissues surrounding food with emphasis onnutrition and crop diversity.This course examines how natural andhuman-made environments affect theimmune system of the human body.Learners are introduced to the immunesystem while critically analyzing how socioeconomics,demographics, cultural andpolitical factors impact this highly evolvedsystem. Topics to be examined includenatural and acquired immunodeficiency,allergies, evasive pathogens and parasites,novel medicinal practices and theinterdependency of health and social issues.Emphasis is placed on the relationship andimpact these topics have on human healthglobally.3Year 4Semester 1Art - Film Art in TheInternet AgeFilm is a 19th century invention, with most ofits language developed in the silent film era.This course will explore film’sappropriateness in the Internet age. Today,film is under siege by technological,economic and social forces: DVD rental hasdisappeared; cameras have beenminiaturized; digital downloads threatencopyright; attention spans have diminished.What does this mean for the creation, studyand appreciation of films? The course willexamine classical film theories and assesstheir current relevance. It will examineclassical film language and classical films toidentify what they can contribute to thedigital age. Finally, the course will explorewhether or not a new language needs to becreated to bring film art into the digital age inorder to respond to the currentcommunication challenges.3Corporate Communications Centennial College pg. 87and Public Relations

Section 4: Program ContentTable 13: Elective Non-Core Course DescriptionsYear/SemesterLiberal StudiesCluster and CourseNameCourse DescriptionLectureHoursLabHoursArt - Conceptual ArtAnd Cultural ChangeArt - Performance andTechnologyArt - 21 st CenturyVisual CultureConcept based visual art practice iscomprised of several diverse disciplinesincluding painting, sculpture, installation,performance, photography, video anddrawing. These disciplines as they havealways done can lead to the visualization ofsocial justice issues; defining historical andpolitical issues and enabling elite and nonelitechampioning of issues. This coursepresents and analyses the various forms ofconceptual art practices used historically inwestern cultures to enable political, socialand cultural change. The focus of thiscourse will be upon the self- directedexploration of conceptual practices toanalyze and critique, political, cultural, socialand environmental issues.Interactive forms of theatre, dance, musicand media result in the audience becomingpart of the performance. Students of thiscourse will examine the changing relation oftechnology to performance, performativityand the interchangeable roles of author,creator and user in the broader culturalenvironment landscape. This course willexamine the immersive potential ofWagner’s “Ring” Cycle to the performanceart evolving from futurism to Schechner’stheatre performance studies andcontemporary forms of digital mediaThis course provides a historical overview of20 th century visual culture, and its influenceson the emerging media of the 21 st century.Visual culture deals with both artworks, suchas those found in museums, and broaderforms of popular culture, such as film,television, and advertising or news media. Itis also present in technologies ofsurveillance, in public spaces, and in oursocial media. Questions regarding keymovements in shaping 21 st century visualculture will be addressed by exploringapproaches to and crossings between333Corporate Communications Centennial College pg. 88and Public Relations

Section 4: Program ContentTable 13: Elective Non-Core Course DescriptionsYear/SemesterLiberal StudiesCluster and CourseNameCourse DescriptionLectureHoursLabHoursPhilosophy - HumanGenomics: EthicalDilemmas in the 21 stCenturyPhilosophy - Logic,Critical Thinking andCommunicationPhilosophy - Scienceand Religion in ModernWestern Civilizationdiverse media and their expression in local,regional, and global cultures. Course workwill provide opportunities for experimentaland collaborative forms of interactivity inassigned projects.The sequencing of the human genome haspaved the way for an array of medicaladvancements including the detection andtreatment of rare and common diseases,health maintenance, and geneticengineering. These advancements, whilepotentially beneficial, give rise to profoundethical questions surrounding issues ofprivacy, responsibility, access,discrimination, inequality, commercialization,and human rights. Students will examineethical contradictions present in the scienceof human genomics using differenttheoretical approaches. The course willexplore how various responses to suchproblems will impact contemporary society,with special attention given to the affects ofgenomics on minority individuals andcommunities, developing nations, andcultural and religious freedoms.This course provides students with the skillsof good reasoning needed for formingopinions in life. Bias and assumptions will beevaluated for their impact or logic and criticalthinking. Students will improve theirarguments by determining how to evaluateevidence, analyze both consistency andcredibility, and detect errors in reasoning ina variety of contexts. A variety of media willbe critically analyzed for reasoning errors.The relationship between science andreligion has been complex and multifacetedthroughout history. At times it wasexpectable to witness a pronounced tensionbetween them, whereas in other historicalcontexts, they were regarded as two aspectsof the same phenomenon. Today thisrelationship is no less problematic, with thecontemporary distinct feature of being now333Corporate Communications Centennial College pg. 89and Public Relations

Section 4: Program ContentTable 13: Elective Non-Core Course DescriptionsYear/SemesterLiberal StudiesCluster and CourseNameCourse DescriptionLectureHoursLabHoursaddressed by academic pursuits that arethoroughly specialized. The debateregarding the proper administration ofscience is gradually going more public, andwith this, the natural religious spirit of thevast majority of the planet’s population,actively enters the debate --producing laws,creating institutions and shaping values. Aproper understanding of the idiosyncraticnuances and difficult features of the debateis thus increasingly showing its urgency.4.5. Course Schedules4.5.1. Program StructureThe program is comprised of 40 courses in total equaling 120 credits. Courses are 42hours in duration to allow an appropriate amount of time to accomplish the learningoutcomes.The balance of core and non-core, or breadth, studies is achieved as follows 75 percent of the program hours are in courses in the main field of study 25 percent of the program hours are in non-core/breadth courses, of which 50percent are electivesOf the core courses, one course is a senior level thesis/major project course, offered inthe fourth year of study to provide students with a cumulative learning experience and anopportunity to hone research skills.Prior to completing the work experience component of the program, a non-creditpreparatory course will also be offered, outside of the program’s 40 credit courses, toensure students are prepared to successfully perform in the workplace.See Table 14 for the program structure that has been applied to the proposed program.Corporate Communications Centennial College pg. 90and Public Relations

Section 4: Program ContentTable 14: Program Structure120 credits/40 courses*1 course = 3 credits5 courses per semester14 Week Semester: 12-13 weeks delivery 1-2 weeks integrated learning, evaluation, examsRequired Non-Core BreadthCourses10BreadthCourses(25%)Power of CommunicationsStatisticsFundamentals of ResearchEthics for a Plural WorldGlobal Citizenship & Equity:World HungerElective Non-Core Breadth Courses1 PracticumPrep Course(0 Credits)30 CoreCourses(75%)29 SubjectCourses1 course from the each of:Social Sciences ClusterHumanities ClusterNatural Sciences ClusterVisual and Performing Arts ClusterPhilosophy Cluster1 Senior LevelThesis/ProjectCourse(year 4)Corporate Communications Centennial College pg. 91and Public Relations

Section 4: Program Content4.5.3. Course Schedule 2Table 16: Course Schedule 2Year andSemesterCourse TitleTotal CoreCourseSemesterHoursTotal Non-Core CourseSemesterHoursCourse Prerequisitesand Co-requisitesHighest QualificationEarned /Required andDiscipline of StudyYear 1Semester 1Principles of Marketing142 N/A MFA, Dramaturgy and ScriptDevelopmentIntroduction to Business 42 N/A PhD MarketingFundamentals of 42 N/A PhD MarketingCorporateCommunicationsIntroduction to Media 42 MSc Public RelationsPhD EnglishMSc CommunicationsManagementSemester 2PhD, CommunicationsManagement or PRPower ofMA Journalism42 N/ACommunicationOrganizational42 Introduction to Business MBABehaviourBusiness Law 42 Introduction to Business LLB or MastersIntroduction to Social 42 N/A MBAMediaPhD Social Science onOnline Social MarketingCorporate Communications Centennial College pg. 92and Public Relations

Section 4: Program ContentWriting for PR 1 42 Power of Communications MA JournalismMSc CommunicationsManagementYear 2Semester 1Semester 2PhD, CommunicationsManagement or PRStatistics 42 N/A MSc StatisticsCorporate SocialResponsibility42 Introduction to Business PhD Interdisciplinary Studiesand Asian ResearchIntroduction to42 Introduction to Business MBAAccountingMedia Relations 42 Introduction to MediaIntroduction to SocialMediaMA JournalismPhD, CommunicationsManagement or PRGlobal Citizenship andEquity: World Hunger42 N/A MA InternationalDevelopmentFundamentals of42 N/AResearchPhD, Adult EducationFinancial Management 42 Introduction to Business MBA, CAIntroductory AccountingBusiness Research & 42 N/A PhD Interdisciplinary StudiesAnalysisand Asian ResearchStrategic42 Fundamentals ofMSc Public RelationsCommunicationsCorporatePlanningCommunicationsMSc CommunicationsManagementCorporate Communications Centennial College pg. 93and Public RelationsMasters StrategicCommunicationPhD, CommunicationsManagement or PRInternal 42 Fundamentals of PhD English

Section 4: Program ContentCommunicationsCorporateCommunicationsMaster CommunicationsManagementYear 3Ethics in a Plural World 42N/APhD, CommunicationsManagement or PRMES, Critical Education andCultural ProductionProject Management 42 Introduction to Business PhD, Management Science– Strategic ManagementAdvanced Social Media 42 Introduction to SocialMediaMBAPhD Social Science onOnline Social MarketingPhD, CommunicationsManagement or PRWriting for PR 2 42 Writing for PR 1 MA JournalismSemester 1Introduction toCommunication DesignElective from SocialSciences BreadthCluster:Sociology of DevianceConsumer Behaviour:why we buy what webuyPsychology: Theinterplay of genetics,physiology, andPhD, CommunicationsManagement or PR42 N/A MA Communications andCulture42 N/AMSSc, DemographyMA PsychologyMA PsychologyCorporate Communications Centennial College pg. 94and Public Relations

Section 4: Program Contentenvironment in thedetermination ofbehaviourSemester 2Human Geography:Migration andGlobalizationMedia, Culture &SocietyNon-ProfitCommunications42 Fundamentals ofCorporateCommunicationsInvestor Relations 42 Fundamentals ofCorporateCommunicationsFinancial ManagementSpecial EventManagementElective fromHumanities BreadthCluster:Critical Approaches toPopular CultureIndigenous Peoples: AGlobal PerspectiveCaribbean LiteratureVisionaries,42 Fundamentals ofCorporateCommunications42 N/APhD GeographyMA Communication andCultureMaster of InternationalHuman Rights LawPhD, CommunicationsManagement or PRPhD EnglishMBA Business EssentialsPhD, CommunicationsManagement or PRPhD, CommunicationsManagement or PRMES, Critical Education andCultural ProductionMESMA, EnglishPhD Sociology and EquityCorporate Communications Centennial College pg. 95and Public Relations

Section 4: Program ContentYear 4Revolutionaries, andReactionaries: GlobalIssues in the 21stCenturyElective from NaturalSciences BreadthCluster :Environmental Pollution: Impacts & SolutionsFood Chemistry: FromCrop to ConsumptionGlobal Perspectives onthe Human ImmuneSystemFoundations ofEntrepreneurshipPublic SectorCommunications42 N/A42 Introduction to BusinessIntroductory Accounting42 Fundamentals ofCorporateCommunicationsStudiesPhD ScienceMSc Molecular BiologyMSc Molecular BiologyMSc Marketing andConsumer PsychologyMSc Mass Communications,Writing and EditingMA, CommunicationsSemester 1PhD, CommunicationsManagement or PRAdvanced PR Writing 42 Writing for PR 2 MA JournalismPhD, CommunicationsManagement or PRPracticum Prep 24 MSc Public RelationsMSc CommunicationsManagementCorporate Communications Centennial College pg. 96and Public Relations

Section 4: Program ContentMasters StrategicCommunicationElective from ArtBreadth Cluster:Film Art in The InternetAge42 N/APhD, CommunicationsManagement or PRMFA PlaywritingConceptual Art AndCultural ChangeMFA Painting, SculpturePerformance andTechnologyMA Education21 st Century VisualCultureElective fromPhilosophy BreadthCluster:Human Genomics:Ethical Dilemmas in the21 st Century42 N/AMESMT Curriculum, Teachingand LearningLogic, Critical Thinkingand CommunicationMaster of Arts, PsychologySemester 2Science and Religion inModern WesternCivilizationCommunicationsResearch &Measurement42 Strategic CommunicationsPlanningMA PhilosphyMA Communication, Media& CulturePhD, CommunicationsManagement or PRCorporate Communications Centennial College pg. 97and Public Relations

Section 4: Program ContentPublic Affairs 42 Fundamentals ofCorporateCommunicationsMSc Mass Communications,Writing and EditingMA, CommunicationsPhD, CommunicationsManagement or PRSocial Media Lab 42 Advanced Social Media PhD Social Science onOnline Social MarketingCapstone Project 42 Fundamentals ofCorporateCommunicationsStrategic CommunicationsPlanningIssues Managementand CrisisCommunicationsSubtotal Course Hours 1284 420Total Program Hours 170442 Strategic CommunicationsPlanningPhD, CommunicationsManagement or PRMA Integrated StudiesPhD, CommunicationsManagement or PRCorporate Communications Centennial College pg. 98and Public Relations

Section 4: Program Content4.6. Work Experience4.6.1. Work Experience RequirementsThe Bachelor of Corporate Communications and Public Relations includes eightsemesters delivered in the Fall and Winter terms. There will be a work term prior tograduation in the summer following semester 8 of at least 14 weeks.The Work Term has been placed immediately following Semester Eight in order to allowstudents the opportunity to be hired directly from their work placement. This structurewas recommended by the Program Advisory Committee and supported unanimously bythe PAC. The recommendation is based on direct feedback that employers, afterdevoting significant time and resources to training a student, would like the opportunityto hire the student if they are appropriate for their business. As a result, the college isrequesting that the placement occur after Semester Eight. It is the college’s belief, andthat of the PAC, that this will benefit both students and employers.See Table 17 for work experience requirements within the program structure.Table 17: Work Experience RequirementsYear Fall Semester(September)Winter Semester(January)Summer Semester(May)Year 1 Year 1 On-campus studies On-campus studiesYear 2 Year 2 On-campus studies On-campus studiesYear 3 Year 3 On-campus studies On-campus studiesYear 4 Year 4 On-campus studies On-campus studies4.6.2. Types of Work ExperiencesCentennial College has excellent relationships with organizations in a variety of sectorsthrough the post-graduate Corporate Communications and Public Relations program forits current eight week field placement. It is anticipated that many of these organizationswill be interested in offering field placements to students in the Bachelor’s program.Organizations that typically take students for field placements include public relationsagencies (ranging from multinationals with Canadian operations to mid-size independentagencies to small boutique agencies and sole-proprietorships), public sectororganizations (provincial and federal ministries and municipal governments), not-forprofits,media companies and corporations.4.6.3. Support for Work ExperienceThe program coordinator will have the responsibility of identifying and developing newfield placement opportunities, and ensuring that the portfolio of available placementsreflects the range of student interests. Placement of students will be a collaborativeprocess between the student and the program coordinator.In preparation for their work placement, students enrolled in this degree program will berequired to complete the Practicum Prep course in Semester 6. The course will teachProgram Name Centennial College pg. 639

Section 4: Program Contentstudents how to create their resume and a cover letter and will also help them developthe essential job interviewing skills and job search skills. Students will benefit from thestrong professional network maintained by the school and faculty. In addition, studentswill be required to join either the Canadian Public Relations Society (CPRS) orInternational Association of Business Communicators (IABC) which will give themindustry networking opportunities to assist with obtaining work placements.4.6.4. Learning OutcomesTable 18 lists the anticipated outcomes of the work experience associated with theprogram and how the experience(s) offered will provide the opportunity to put thelearning outcomes into practice.Table 18: Work Experience OutcomesWork Experience OutcomesOpportunity for Practice1. Develop communications and publicrelations programs Participate in idea generation meetingsor brainstorms Contribute to account teams Identify new opportunities for mediacoverage or programming2. Demonstrate understanding of public Monitor media coveragerelations evaluation methods and Write reportstechniques Evaluation of media coverage andprogram outcomes3. Write targeted communicationsmaterials Writing business correspondence andreports Writing news releases or othercommunications material Writing of social media content or webcontent4. Manage social media initiatives Maintain social media properties Prepare content for social network sites Develop specific social mediaprogramming5. Demonstrate event management skills Develop a special event Organize all aspects of a special event Evaluate outcomes6. Apply quantitative and qualitativeresearch skills Conduct research for new or existinginitiatives Support programming through research7. Employ media relations skills Manage and maintain media lists Conduct proactive media relations8. Self evaluate through written reflectivework Indentify areas for future development4.6.5. Evaluation/AssessmentCorporate Communications Centennial College pg. 640and Public Relations

Section 4: Program ContentAssessment for the Work Placement will be a combination of evaluation by theinstructor, employer and, through self-reflection, the student. Assessment tools include:1. Field Placement Learning Plan2. Reflective Log3. Mid-Placement Presentation4. Mid-Placement Site Visit and Supervisor’s Evaluation5. Work SamplesField Placement Learning Plan (20%)Each student will develop a Learning Plan for their field placement. This will bereviewed by the Instructor prior to the placement beginning, and then completed with theemployer during the first two weeks of placement. The Field Placement Learning Planwill be developed to reflect the job description for the specific placement and mappedagainst the work experience outcomes (see 4.6.5). This will give a clear set ofmeasurable objectives that can be assessed by the field placement supervisor andfaculty supervisor to ensure the student is meeting the work experience outcomes. TheLearning Plan will be revisited at the mid-point of placements, and reviewed as part ofthe final student evaluation.Reflective Log (30%)Students will keep a weekly record of field placement activities that includes: a weekly summary of tasks a weekly summary of learning experiences A reflection about weekly experiences and significant workplace learning. Summary self-reflection of their experience upon completion of the fieldplacement.Assessment will be based on the student’s ability to reflect their documentation of theirwork placement experience and their success against meeting the outcomes outlined intheir Field Placement Learning Plan.Mid-Placement Presentation (15%)Students will return to the college after their first six weeks of placement and beresponsible for a 10 minute presentation that provides an overview of their fieldplacement experience to date. Students will be required to assess their work experienceagainst learning objectives and their personal learning plan, and provide a criticalanalysis of the challenges they are facing and how they are addressing them.Assessment will be based on the quality of the presentation and their ability to effectivelydemonstrate their learning to date.Mid-Placement Site Visit and Supervisor Evaluation (20%)Instructors will make workplace site visits in weeks seven and eight to meet with fieldplacement supervisors and employers in the field. This will provide the opportunity toget feedback from supervisors, and to assess student performance. During the last weekof placement, supervisors will complete a student evaluation during the last two weeks ofplacement that will assess the student’s achievements, progress in their personallearning plan and the quality of work. All evaluations are done with the student so asthey are aware of feedback and performance measures.Corporate Communications Centennial College pg. 641and Public Relations

Section 4: Program ContentWork Samples (15%)Students will be required to submit a minimum of three work samples from theirplacement that reflect their learning, and also demonstrate they have met the objectivesas set out in their personal learning plant. Students will attend a final meeting with theinstructor to present the work samples, review the learning plan and reflective log.4.8 Bridging CoursesThis is not applicable to this application.Corporate Communications Centennial College pg. 642and Public Relations

Section 5: Program Delivery5. Program Delivery5.1. Delivery MethodsCourse delivery will be primarily in the classroom with a mix of lecture, group projects, guestspeakers and independent learning. Modules within several courses in third and fourth yearcan be offered through online learning, and the college is committed to continue to explorenew and innovative methods of program delivery.A large part of the program will be creating team focus within each cohort of students,fostering collaboration similar to what is expected in the workplace. Students will beexpected to work within groups in nearly every course, undertaking exercises frombrainstorms through to elaborate special events.Centennial’s course management system, eCentennial, will be key to course delivery, fromboth the posting of lecture notes, assignments and resources, but also through interactivefeatures including groups and forums, and remote classroom presentations using Wimbatechnology. eCentennial will also serve as the primary communications tool betweeninstructors and students, and within the student community.Social media will be used extensively within the course, both in the formal classroom setting,and also informally to encourage student interaction with the local, national and global PRcommunity. As an example, students will be required to participate in Twitter discussionsand utilize social networks for research and professional networking. Through these tasks,students will experience opportunities to be creative and to actively participate in interestingindustry-relevant and challenging tasks.To sum up, the broad range of course delivery methods, teaching styles and strategiesemployed throughout the program will help to effectively address a variety of learning styles,ability levels and learning needs students bring to the classroom, and thus create a morepersonalized and motivating learning environment for students.Details of methods of delivery for each course can be found in the course outlines found insection 4.7.5.2. Quality Assurance of DeliveryOne of the components of Centennial’s Program Quality Review Process are studentfeedback questionnaires, including a Course Delivery Evaluation component that allows forregular student feedback on delivery methods, course content, assessment methods,classroom facilities, equipment, course materials and resources, as well as achievement oflearning outcomes for the course. In each course, at least one time per semester, studentswill complete a questionnaire providing feedback on the course and delivery methods.An institutional survey tool will be available for use across the college and for all courses inthe program. Centennial’s Program Quality Review Process assures that data gathered fromthe student questionnaire will be used to guide curriculum design and delivery. This tool willutilize Class Climate online software which enables automated collection and tabulation ofdata that can be used by faculty and administrators to evaluate courses and programs forCorporate Communications Centennial College pg. 677and Public Relations

Section 5: Program Deliverythe purpose of making improvements to curriculum and delivery methods. The data will bediscussed by faculty members and their Chairs/managers as part of the reflective practiceprocess and issues affecting courses at a macro level will be discussed at faculty/programmeetings.Relevant Course Delivery Evaluation data will be shared with and discussed by the SchoolCurriculum Advisory Committee (SCAC) and the Program Advisory Committee (PAC) for theprogram. The role of the SCAC is to contribute to the development of coherent, relevant,and responsive curriculum. PACs keep the College and its programs responsive to currentneeds and assist in the identification of learning outcomes relevant to future trends andchanges in the industry.Data from the Course Delivery Evaluation will also be considered during Centennial’sAnnual Program Review (APR) and Comprehensive Program Quality Review (CPQR)processes. Details of these processes are outlined in section 10 of this application. Issuesraised from the Course Delivery Evaluation that have an impact at the program level will beanalyzed during these two quality assurance processes and addressed in the formalrecommendations and action plans established during APR and CPQR.The School of Communications, Media & Design will implement a number of otherprocesses to ensure ongoing quality assurance in the delivery of all courses within theBachelor of Corporate Communications and Public Relations program. These include:Student feedback mechanisms at strategic points through each semester to provideinstructors with in-course feedback and ensure a good degree of consistency instudents’ experiences of all classes and coursesRegular departmental meetings with faculty, program coordinator, Chair and Dean toconduct self-evaluation, review program curriculum and the quality of teaching andlearning, assess progress in achieving the program learning outcomes Bi-annual Program Advisory Committee meetings , College-wide KPIs and KPI strategic action plansTeaching excellence is a hallmark of the School of Communications, Media and Design.The School prides itself on its strong roster of full-time, partial-load and part-time faculty thatinclude highly trained educators at the Masters level or higher, and professionals working inthe various disciplines taught within the school. All instructors, regardless of level, must gothrough an interview and mock-teaching session prior to hiring. Ongoing instructionalsupport is provided through the college’s Centre for Organizational Learning and Teaching.See electronic Policies file (Section 16) for the following College policies and procedurespertaining to quality assurance of program delivery methods: Program Quality Review Process Guidelines School Curriculum Advisory Committee Policy School Curriculum Advisory Committee Procedures Program Advisory Committee GuidelinesThe (draft) Course Delivery Evaluation tool (student questionnaire) is included on thefollowing pages.Corporate Communications Centennial College pg. 678and Public Relations

Section 5: Program DeliverySTUDENT FEEDBACK FORM (draft)Student Information1. Your attendance in this course (Always, Mostly, Usually, Seldom)2. My expected grade in this course is (A/B/C/D/F/Satisfactory/Unsatisfactory)3. For me, this course is (Required/Elective)4. At the time I registered, my level of enthusiasm to take this course was(High/Medium/Low)At the beginning of the course(Rating Scale: Don’t Know, No, Yes)5. A course outline and topical were made available to me through eCentennial6. My professor clearly explained course outcomes7. Assessments for the course were discussed (type, value, weight and approximatedue dates)8. My professor shared their contact information9. Course expectations were discussed (lateness/absence, late work, plagiarism)10. My professor made efforts to know me (name, prior education and experience)11. My professor established a safe environment where my peers and I felt free toexpressourselvesProfessor Organization & Preparation(Rating Scale: N/A, Never, Some of the time, Most of the time, Always)12. Classes/sessions start and end at the designated time13. My professor is well-prepared for classCourse Delivery(Rating Scale: N/A, Never, Some of the time, Most of the time, Always)14. The course content is relevant to my professional goals15. My professor explains course material/content clearly16. My professor presents the content at a reasonable pace17. My professor is knowledgeable about course content18. A variety of learning activities that help me to learn are used throughout the course (e.g. group work, discussions, lecture)19. Course materials (e.g. textbook, handouts, videos, WebPages etc.) help me to learn20. My professor effectively uses eCentennial to support my learning21. My professor explains the practical application of course materialAssessment (Tests/Exams/Assignments)(Rating Scale: N/A, Never, Some of the time, Most of the time, Always)Corporate Communications Centennial College pg. 679and Public Relations

Section 5: Program Delivery22. My professor grades my work promptly23. My professor provides helpful comments and feedback24. Tests, exams and assignments are graded fairly25. Tests, exams and assignments are relevant to the topics covered in class26. My professor helps me to understand test/exams/ assignments expectations andgrading methods27. My learning is assessed in a variety of ways (e.g. group work, online quizzes)28. The professor uses eCentennial to provide me with ongoing access to my gradesLearning Environment(Rating Scale: N/A, Never, Some of the time, Most of the time, Always)29. My professor displays a positive attitude and encourages me to learn30. My professor treats me with respect31. I have the opportunity to ask questions and share my opinions and experiences32. My professor resolves conflicts in a respectful manner33. There are opportunities to provide feedback to my professor to ensure my learningexpectations are met34. There are many opportunities to work with my peers35. I am accommodated according to my personal circumstances36. My professor is available for assistance outside scheduled class time37. My professor responds to my emails/phone calls promptlyAt the end of the course(Rating Scale: Don’t Know, No, Yes)38. I feel the workload and timelines in this course were manageable39. I feel that I have met all of the course learning outcomes40. I feel this course has helped prepare me for future employmentOverall(Rating Scale: Not Satisfactory, Fair, Good, Excellent)Comments:41. Overall, I would rate my professor’s performance42. Overall, I would rate my own performance in this courseCorporate Communications Centennial College pg. 680and Public Relations

Section 5: Program Delivery5.3. Student FeedbackStandardized and regular feedback from students is obtained through student feedbackquestionnaires regarding course delivery and faculty performance, student surveys andfocus groups conducted during the Comprehensive Program Quality Review Process andthe Key Performance Indicator Student Satisfaction Survey.See electronic Policies file (Section 16) for the following College policies and procedurespertaining to quality assurance of program delivery methods: Program Quality Review Process Guidelines5.3.1. Student Feedback QuestionnairesCentennial’s Program Quality Review Process prescribes that a student feedbackquestionnaire be conducted with each course at least one time per semester. As statedin section 5.2, this survey is to obtain student input into Course Delivery Evaluation. Thesurvey also contains questions regarding Review of Faculty Performance (teachingand/or supervision). The student feedback questionnaire allows for regular semesterlystudent feedback from students. This questionnaire is currently in the consultation stageand is therefore a draft version. See section 5.2 for a copy of the draft student feedbackquestionnaire.5.3.2. Comprehensive Program Quality Review Student Survey andFocus GroupAnother component of the College’s Program Quality Review Process is ComprehensiveProgram Quality Review (CPQR), a comprehensive review of programs which occurs ona 5 year cycle. A standard component of CPQR is a student survey in which all studentsof the program have the opportunity to provide feedback on the curriculum,assessments, facilities, support services, pedagogy and overall satisfaction with theprogram. Data from the CPQR student survey is provided to the CPQR Team for use inanalysis of the quality of the program and in determining a set of recommendations andan action plan as part of the overall CPQR report.Data from the CPQR student questionnaire also serves as a basis for discussionquestions that are posed to students during the CPQR student focus groups. With theassistance of Centennial’s Centre of Academic Quality focus groups are held withstudents to obtain further student input into the quality of the program and again, tocontribute to the recommendations and action plan that result from the CPQR.The CPQR Student Survey can be found on the following pages.Corporate Communications Centennial College pg. 681and Public Relations

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Section 5: Program Delivery5.3.3. Key Performance Indicator (KPI) Student Satisfaction SurveyKPI Student Satisfaction surveys are mandated by the Ontario government and havebeen used since 1998. The surveys are used to measure how the college is meeting theneeds of students. The Student Satisfaction Survey is conducted annually with allenrolled students of the College and asks for student feedback on program quality.KPI data is incorporated into the Annual Program Review Process which is required tobe completed for each program every year. Yearly Annual Review action plans arecreated to improve the program.KPI data is also used to plot programs on the Quality/Growth Matrix, a 4-quadrant gridshowing where every program in situated with regards to quality and enrolment. TheQuality/Growth Matrix is used by program areas to identify areas of improvement.The KPI Student Satisfaction Survey can be found on the following pages.Corporate Communications Centennial College pg. 692and Public Relations

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Section 5: Program Delivery5.3.4. Program /Departmental Student Feedback ProcessesThe School of Communications, Media and Design use a number of student feedbackmechanisms, including one-on-one meetings, mid-course surveys and formal coursesurveys done prior to course completion.5.4. Blended, Hybrid and Online Delivery5.4.1. Policies Pertaining to Technology-, Computer-, and OnlineLearning Modes of Delivery5.4.1.1. eLearning StrategyThe College’s Academic Framework serves as a directional document for theCollege as an academic institution; this framework identifies a series of principles,one of which is the integration of technology.The office of the Associate Vice President, Academic Excellence initiated inNovember 2009 an extensive and integrated consultation and strategy developmentprocess to examine and articulate the role of technology in enhancing learning in theCollege. An eLearning Working Group was established with representation fromfaculty, staff and management from across the college. Facilitation and guidanceduring the strategic planning process and feedback sessions were provided by anexternal organization specializing in organizational development (Currents GroupInc.). Included in the consultation and development process were feedback sessions,outreach to students through meetings and surveys, and data gathered through acollege technology review. The result of this thorough and disciplined process wasthe eLearning Strategy document. The eLearning Strategy serves to provide theoverarching vision and direction for the integration of technology at the institutional,curricular, and classroom levels at Centennial College. It defines the way the collegewill implement and support the integration of technology in learning and teaching.The document provides a vision based on the college’s foundational beliefs thatlearning happens best in an environment that offers collaborative opportunities, isexperiential, and project-based with content that is meaningful and resonates withlearners’ lives and needs. The college believes eLearning expands and enhanceseach of these characteristics by increasing access to information and the means bywhich information can be managed, mediated, and exchanged both in and outsidethe classroom. The eLearning Strategy challenges faculty members to move from aposition of delivering information, to a focus on creating learning environments inwhich students can explore, connect, collaborate, learn and create. Technology,which diversifies access to information and facilitates the creation of knowledge, canplay a great part in this process when decisions about the use of technology areinformed, appropriate and relevant. The overall objective of the eLearning Strategy isto enhance and support the learning and teaching process with appropriate andmeaningful usage of e-tools.There are three essential elements required to maximize the contribution ofinformation, communication and electronic-based technologies to learning andteaching processes. They are:Corporate Communications Centennial College pg. 695and Public Relations

Section 5: Program Delivery1. Identification: a process for identifying appropriate eLearning tools andinfrastructure. This includes faculty identifying eLearning tools, curricularreview processes, and institutional selection processes of technology toolsand solutions.2. Support: activities that facilitate the creation of enhanced learningenvironments through instructional design, faculty development, curriculumdevelopment, provision of academic technology, and training.3. Collaboration: activities, events, and learning spaces that facilitate bringingstudents, faculty, support staff, and administrators together in building anddeveloping knowledge and content.See electronic Policies file (Section 16) for Centennial’s eLearning Strategy.5.4.1.2. Online, Blended and Hybrid Modes of Delivery PolicyTo support the vision articulated in the eLearning Strategy (section 5.4.1.2) a policyhas been drafted for the purpose of defining the way Centennial will implement andsupport online, hybrid/blended and web-facilitated modes of course or programdelivery. The policy provides direction for such things as course development, facultyand student support, integrity and quality assurance, technological resources,student protection and copyright and intellectual property.See electronic Policies file (Section 16) for the Online, Blended and Hybrid Modes ofDelivery Policy (draft).5.4.2. Integrity of Online DeliveryCurrent plans call for the program to be offered in the classroom. Courses in third andfourth year include modules that can be delivered online, particularly aroundindependent student work. These courses include a mix of both classroom and onlinelearning. In the case of online learning, tools such as eCentennial, Wimba and socialmedia will be used to interact with students.It is possible that courses within the program will be offered completely online at a laterdate. This will be evaluated as the program progresses and as part of ongoing qualityreview processes and assessment of student needs.In accordance with Centennial’s Online, Blended and Hybrid Modes of Delivery policy,should courses be offered both in the classroom and online, the School will ensure therebe an integral relationship between those responsible for the online courses and theface-to-face courses.See electronic Policies file (Section 16) for the Online, Blended and Hybrid Modes ofDelivery Policy (draft).5.4.3. Consortial or Other AgreementsThere are currently no consortial agreements in place.Corporate Communications Centennial College pg. 696and Public Relations

Section 5: Program Delivery5.4.4. Computer and Technological Resources5.4.4.1. Learning Management System - eCentennialeCentennial is the learning management system (LMS) that has been in use at theCollege since May 2011 to replace "Blackboard". eCentennial is powered by theDesire2Learn (D2L) platform, and consists of the following products: Learning environment v 9.4.1 ePortfolio v 3.5.1 Learning platform v 4.5.0 Reporting v 4.4.1 SIS holding tank v 2.5.4eCentennial is being used across the college's 8 Schools, our wide range ofprograms, and in other areas of the college to support and enhance learning andteaching. Faculty can use this tool for any or all of the courses that they teach. Thebenefits of this tool allow faculty to provide a more comprehensive learningexperience for their students. eCentennial enables students to easily access coursedocumentation and class assignments, monitor grades, and actively participate intheir learning with professors and other students. eCentennial is accessible throughmyCentennial. Students simply login to their myCentennial (student portal) accountwith their student number and unique password. Once they are logged in, they willfind a link to eCentennial which will automatically log them in to their personal spacein eCentennial.Some of the key features that eCentennial offers are: Ability to download and print course outlines, schedules, handouts, and othermaterials uploaded by professors; Professors can post course announcements and news, such as coursecancellation, time and location changes, and other reminders; Ability to provide up-to-date information about course grades; a student canclosely monitor their progress through their courses at any time in aconfidential and secure environment; Enhanced ways for students to communicate with each other and the courseprofessor. There are many sophisticated tools within eCentennial that allowfaculty to design effective ways of helping students interact on-line: on-linechat, threaded discussion, real time audio meetings, and video enhancedpresentations are all possible. Presentation of course content to students in an organized, consistentfashion. Reading assignments, website references, and other content ismade easily accessible to all students. A means for students to submit assignments in a secure way that tracks thetime and date of each submission; a student can also receive feedback ontheir assignments through the eCentennial system.The implementation of eCentennial moves the College forward in meeting its visionfor eLearning as it enables the integration of technology at all levels, from tools toenhance learning in and out of the classroom, to blended/hybrid modes of delivery,to fully online courses and programs.Corporate Communications Centennial College pg. 697and Public Relations

Section 5: Program DeliveryThe Academic Division's leadership team has made a decision to require the use ofeCentennial by all faculty members. This means that each faculty member will worktowards integrating eCentennial into their teaching practice for each course that theyare assigned to teach by Fall 2012. At minimum, each course supported byeCentennial will contain: faculty contact information, the course outline and related weekly/topical outline, documents related to assignments that will be graded (instructions,templates/forms, rubrics etc), and links to course specific and college resources.This will provide consistent access for our students to essential course materials andbenefit faculty members by eliminating the need to reproduce materials for individualstudent requests.eCentennial is a fully-online solution hosted by D2L outside the Centennial Collegenetwork. D2L utilizes numerous technology based systems including firewalls,intrusion prevention systems, monitoring systems, redundancy and businesscontinuity services to provide secure and reliable access by faculty and students.Our licensing agreement stipulates 99.8% uptime. D2L provides a flexiblearchitecture and uses performance monitoring and web analytics to providemaximum reliability. The learning environment has been configured to accuratelymirror Centennial’s physical and/or organizational structure, which providesconsistency and standardization while allowing for a high-level of autonomy. Theextensible architecture allows middleware and third-party applications to beintegrated within the learning environment. Additional products from D2L integrateseamlessly within the architecture and can be incorporated in the future as required.Data resilience has been implemented for all services and all data stores using avariety of RAID levels. D2L performs a series of disk and tape backups includingdaily full and daily differential backups. Communication protocols are established andin the event of an incident involving sensitive data, a separate communicationprocess is utilized.Controls are in place over hardware, media, operators and administrators withaccess privileges to hosting resources. The data centre facilities have dedicated andsecured enclosures with 24x7x365 interior and exterior monitoring and videosurveillance. Data centres are located in two geographically dispersed locations inthe GTA and D2L partners with data centre facility vendors to provide secureenvironments that ensure operational security.5.4.4.2. Hardware, Software and Web AccessCentennial has a strategy in place to put all new desktop computers into studentacademic labs. The refresh cycle for these labs is for the most part every three years(some labs can go longer with reliance more on web based applications). Most ofCentennial’s computer labs are current with equipment no older than three years.Software licenses for academic programs are managed by the academic schools. ITmanages licenses for corporate and cross college software (Microsoft, Lotus Notes,Corporate Communications Centennial College pg. 698and Public Relations

Section 5: Program DeliveryDesire2Learn, Netsupport). All IT software is current. Web access for students isprovided via computer labs and wireless internet access.See electronic Policies file (Section 16) for the following College policies andprocedures pertaining to computer labs available for student use: Computer Lab Guidelines235 netbooks across the college are available for student access through theLibrary’s laptop lending program. The Library is also piloting a program for the loanof ebook readers and tablets.5.4.4.3. Renewal and UpgradingEvery fall Centennial updates a three-year plan, which includes forecasting therenewal of IT resources in the following areas: Network infrastructure including switching, routing, cabling, firewalls andwireless systems Servers, storage and backup systems including email, authentication, file andprint, portal, web presence and ERP Services such as internet bandwidth, inter-campus bandwidth, systemmonitoring and alerting, anti-virus and anti-spamming, intrusion protection Physical support infrastructure including data centres, cooling, uninterruptiblepower Computer lab hardware is refreshed on a three year cycle. All new desktopsgo into academic computer labs and the existing are cascaded andredeployed to faculty and staff. Computer lab refresh takes place everysummer.Focus in any year is given to areas of greatest need either because the resource isnearing its “End of Life” (EOL) or is no longer adequate to provide the servicesrequired. This is aligned with available capital funding and the business objectives ofthe College.See section 6.3 for the college’s detailed plan and schedule for the renewal andupgrading of computer and technological resources.5.4.4.4. Risk Assessment and PlanningThe College has focused its business continuity procedures on several of our mainsystems critical for the business operation of the institution. The Enterprise ResourcePlanning system used for student and institutional financial, human resources andother business data is housed in our main data centre. A Disaster Recovery (DR)site houses a replica of the main sight which in the event of a massive failure, can beactivated and brought on-line with little or no transactional data loss. Our maincorporate email system is also replicated across the primary and redundant datacentre. Other systems are being built to utilize the DR site as much as possible. Theprimary and DR data centres are protected by UPS and diesel power generators andare monitored 24/7.Corporate Communications Centennial College pg. 699and Public Relations

Section 5: Program DeliveryThe backup system uses multi-tiered storage to optimize performance when backingup all of the data across our systems. Disk to disk backup offers the bestperformance for short term (daily) backups, while high capacity tape storage isutilized for backups requiring longer term retention and/or off-site storage.Review of system logs is performed on a regular basis as part of incidentcontainment and the technology planning cycle. Throughout the year incidents,breaches and capacity issues are reviewed, including relevant historical or incidentlogs to address any immediate concerns and risks to the College. Depending on thenature of the incident, a short term work around or “bolt-on” may be applied andlong-term repair may become part of the following year’s capital budget request.5.4.5. Library ResourcesSee also section 6.2 for detailed lists of online databases and electronic resources.With Centennial’s eLearning Strategy as a guide, Centennial Libraries is committed toproviding digital collections and online library services that support teaching and learningin a technology-rich environment. Centennial Libraries recognizes the importance ofproviding a strong virtual library collection of relevant, current, high-quality and peerreviewede-resources that can be accessed immediately from the desktop or a mobiledevice. With over 40% of its annual total collections budget spent on digital resources,Centennial Libraries is well-positioned to support faculty and students engaged inblended, hybrid, and online learning. The virtual collection includes over 130 electronicdatabases, 54,000 electronic journals, and over 44,000 e-books, as well as video anddata resources. The virtual collection includes general research databases as well asspecialty databases in a range of different subject areas.Students, faculty, and staff can access the digital resources, 24 hours per day, 7 daysper week, online from any of Centennial’s campuses, from their home computer, orsecurely off-campus anywhere in the world with an internet connection. In addition, adiscovery layer on Centennial Libraries home page http://library.centennialcollege.ca/provides a sophisticated one-search service for multiple databases. The Libraries’ website offers additional access points through subject and format indexes, and providesonline guides for finding, evaluating, and citing sources. Several online subject-specificlibrary guides provide research help, and all services are supported by remote helpincluding reference services by telephone, through “Ask the Library” e-mail, and byonline live chat through the askON virtual reference service (available 62 hours perweek). Through the learning management system, faculty and librarians can provide yetanother entry point to the high-quality digital content provided by the library. For moredetailed information about the scope and nature of the digital resources CentennialLibraries is offering in support of the degree program, see section 6.2.5.4.6. Human Resources and Support5.4.6.1. Orientation and PreparationThe College has committed, in accordance with policy, to ensuring that facultymembers and students are prepared to utilize the LMS (eCentennial).Corporate Communications Centennial College pg. 700and Public Relations

Section 5: Program DeliveryNew students receive a face to face orientation to eCentennial and an onlineorientation has been produced which can be found on the college portal,myCentennial. Student Peer Mentors have been recruited and trained to supportstudents as they transition through their first year using the LMS. Front line librarystaff have all been trained to provide support to students. Lab technicians andhelpdesk staff have all received training to support students using the LMS. AneCentennial Resource manual has been produced for students, supported withscreen shots, and is available on the student portal.Using a scaffolding approach faculty members are introduced to the LMS through asuccession of modules covering features and functionality of the system. The focushas been on how it supports learning and teaching. A series of four modulesdelivered through face-to-face workshops are complimented by online versions. Theonline version also serves as repository of the documentation and review ormaterials covered in the face-to-face sessions. The modules are:1. Building a Learning Environment (required for all faculty)2. Enhancing Learning3. Assessment & Feedback4. Communication & CollaborationCentennial is in the process of developing a series of modules for faculty who will beteaching and/or developing hybrid and online courses.In the case of the introduction of any new technology or software, Centennial willensure staff are prepared and oriented. Regular practice includes use of theCollege’s portal to orient students to new emerging technologies, communicationspushed out to all enrolled students, training of peer mentors and frontline library staffto provide guidance and support to students, training of faculty to respond to studentqueries in their classrooms and the development of resource manuals for studentaccess.Likewise, faculty members are introduced through a series of preview sessions onnew and emerging technologies and software. College broadcasts andcommunications are shared with all faculty and instructors. Visits to school meetingsare conducted to introduce new technologies and software.See electronic Policies file (Section 16) for the following College policies andprocedures pertaining to orientation and preparation for eLearning: Online, Blended and Hybrid Modes of Delivery Policy (draft)5.4.6.2. Technical AssistanceComputer Technicians are available at every campus to provide support to users andare responsible for the effective operation of the labs. Additionally, technical supportis available over the phone through the Helpdesk, Monday-Friday from 8:00 a.m. –6:00 p.m. Computer Technicians help students with problems encountered with theoperating systems, IDs and passwords, file handling, printing procedures, keyboardand mouse navigation, assistance for supported applications, and starting andrebooting machines. Help is provided in identifying problems that require furthertechnical support and the Computer Technician will take measures to obtain thatsupport as available as well as escalate problems when necessary.Corporate Communications Centennial College pg. 701and Public Relations

Section 5: Program DeliverySee electronic Policies file (Section 16) for Computer Lab Guidelines5.4.7. Faculty Professional Development – Technological SkillsAlthough there are currently no courses in this program that will be taught online, theCollege has a course for those wanting to build their expertise and competency inteaching online using the LMS. Additionally, the College is in the process of developinga series of modules that will prepare faculty who are going to be teaching hybrid andonline courses.See section 5.4.6.1 for professional development of faculty regarding technologies andsoftware in use at the college.See section 6.5.4. for more information on the professional development of faculty whichwould include, but not be limited to, technological skills.See electronic Policies file (Section 16) for the following College policy pertaining toprofessional development of faculty technological skills: Online, Blended and Hybrid Modes of Delivery Policy (draft)5.4.8. SafeguardsStudents are provided with a secure and unique network ID for the purposes ofaccessing the College’s network services. Students use this same ID to log into thestudent portal, myCentennial, and the online LMS, eCentennial where they will be ableto engage in learning and submit work online.According to the Acceptable Information Technology Use policy all users of collegetechnological resources are responsible for ensuring that IDs and/or passwords remainconfidential to ensure the integrity and security of information. Students are not able toaccess information technology resources with any ID and/or password that has not beenprovided to them by Centennial’s Information Technology department.In Centennial’s Data Management Policy roles and responsibilities accompanying theuse of student data and its management are defined in order to promote and safeguardthe integrity, security, and appropriate access to data.The Student Record Retention Procedures stipulates the management and duration ofretention of specific types of student records. The procedures call for appropriatedisposal of records at the end of the retention period that ensures confidentialityincluding purging of electronic data.eCentennial allows for the online submission of assignments and tests in a secure wayand tracks the time and date of each submission. Confidential feedback/results can alsobe provided to student through the eCentennial system.When conducting face-to-face examinations, students must have their official photo-IDcards in full view. Students who do not have official photo-ID will be permitted to writethe examination with a substitute photo-ID (such as provincial health card with photo,Corporate Communications Centennial College pg. 702and Public Relations

Section 5: Program Deliverydriver’s license, etc.) If this occurs, the student will be required to produce a photo-IDwithin 24 hours of the examination, or the next business day, following weekends andholidays, to be shown to the program chair or designate, or examination results will bevoid. A final examination may not count for less than 25% and not more than 40% of thefinal grade. Projects, clinical and co-op work are excluded. The Final Examination Policydetails the responsibilities of students and the college in ensuring that face-to-faceexaminations are secure, including the role of invigilators. For every 40 students writingan examination there will be 2 invigilators who will remain in the room for the duration ofthe examination to safeguard the integrity of the examination. Invigilators see that theexamination starts, takes place and finishes in an orderly and timely manner, ensureseating arrangements are appropriate, monitor student conduct during the examinationand act upon all observed instances of cheating, contravention of student responsibilitiesfor examination conduct and/or the Student Code of Conduct, and ensure that studentssign in to the examination and identify themselves through presentation of a validCentennial photo-ID card or an official photo ID.See electronic Policies file (Section 16) for the following College policies and procedurespertaining to these safeguards: Data Management Policy Acceptable Information Technology Use Policy, section 4.7 Final Examination Policy and Procedures Student Record Retention ProceduresCorporate Communications Centennial College pg. 703and Public Relations

Section 6: Capacity to Deliver6. Capacity to Deliver6.1. Alignment with College Mission, Goals and StrengthsThe Bachelor of Corporate Communications and Public Relations will significantly enhancethe academic offerings at Centennial College and the School of Communications, Media &Design. It is totally aligned with the college’s Mission Statement, “To educate students forcareer success”. The degree aims to provide students with a strong, liberal arts degreefocusededucation while at the same time providing a diverse range of core courses incorporate communications, public relations and business that will make them competitivegraduates with strong career opportunities.It is also reflective of the college’s Vision of “transforming lives through learning.” Thedegree, as proposed, with its core courses, breadth and liberal arts electives and inclusionof the Signature Learning Experience global citizenship course demonstrates CentennialCollege’s strength in producing well-rounded graduates who are socially aware,professionally competent and have the skills to succeed in today’s complex society.6.2. Learning and Physical Resources6.2.1. Library OverviewCentennial Libraries plays a pivotal role in providing a learning environment, bothphysical and virtual, that meets the needs of faculty and students engaged in collegedegree programs. Reflecting the new learning technologies and growing digitalinformation environment, the Libraries provides strong collections of print and electronicbooks and journals, electronic databases and video resources, selected to supportteaching and learning at Centennial. Special collections and exhibits include the John &Molly Pollock Holocaust Collection, Diversity Collection, Daher Folk Tale Collection, anda variety of thematic exhibits and programs.Working from a perspective of service excellence, the Libraries are well-positioned toprovide information literacy and research assistance in support of flexible delivery,including blended and hybrid learning and independent study. Library reference serviceis provided in-person, by phone, via e-mail, and through the askON virtual referenceservice which is available online for 62 hours per week.Committed to fostering a culture of engagement in learning, Centennial Librariesprovides four campus libraries, each offering a choice of different types of study space,ranging from collaborative to contemplative individual study. Access to technology is vitalfor the 21 st century learner. At each of the four campus libraries, an array of state-of-thearttechnology provides students with access to computers, netbooks, e-readers,adaptive technology workstations, multi-media viewing stations, printers, and copiers.Wireless is available with web printing, supplemented by wired drops and electrical.Library discovery tools facilitate research, complemented by RFID technology with selfservecheck-outsLocated within each campus library are the Learning Centres that foster and supportactive learning. Tutoring services, review sessions, and learning circles promote bothCorporate Communications Centennial College pg. 704and Public Relations

Section 6: Capacity to Deliverindependent and collaborative study in a learning-centred environment that is open,dynamic and physically adaptable to accommodate various student needs.6.2.1.1. Library FacilitiesCentennial is committed to providing library spaces that promote engagement inlearning. Having opened a new library at Morningside campus in 2004, Centennialhas continued to invest in its libraries, renovating the library at the East Yorkcampus, building an amazing new Library and Academic Facility at Progress campusthat opened in September 2011, and launching plans to build a new library atAshtonbee campus in 2013.Library and Academic Facility at Progress Campus:Strategically situated at the centre of the campus, the new library welcomes studentsand staff into Centennial’s learning-centred community. Responding to the newlearning technologies and growing digital information environment of the 21 st century,the library integrates leading edge library architecture with the best elements of thetraditional library environment. Designed to inspire study and learning, the stunningnew state-of-the-art library at Progress campus gives students a choice of differenttypes of study spaces. From the welcoming, open atmosphere of the first floorCommons, with computer bar and gallery, to the more structured collaborativelearning environment in the 11 small-group study rooms on the fourth floor, studentsfind spaces that promote a culture of engagement, activity, and social interaction toenhance learning outside the classroom. Students looking for a more traditionallibrary study space can choose study tables adjacent to the library shelving. Thoseseeking a contemplative study environment enjoy two silent study rooms furnishedfor individual, quiet learning.Table 20: Overview of Campus Library FacilitiesProgress Library749 study spaces,including computerworkstations79 open hours per weekMorningside Library364 study spaces,including computerworkstations72 open hours per weekAshtonbee Library82 study spaces,including computerworkstationsThe fabulous new Library and Academic facility openedrecently in September 2011. In the 1 st floor Commons area, a4-floor bio-wall of greenery refreshes the air, while studentswork at solo and group workstations. There are 11 group studyrooms overlooking the atrium, 3 tech studios, 2 media viewingstations, 2 adaptive tech stations, 2 large quiet study rooms,and a 40-seat teaching lab.Opened in 2004, the large, bright library has an open stackarea with individual study tables by the windows, a study spacewith large tables and soft chairs by the periodicals, an enclosedsilent study area, 7 group study rooms, 6 media viewingstations, 1 adaptive tech station, and a 28-seat teaching lab. ACommons area outside the library has numerous round tablesfor collaborative work.In the existing Ashtonbee library, there are individual studycarrels and computer workstations. Two small group rooms aresituated across the hall, adjacent to a small computer lab. In2013, the library will move to newly built library space situatedat the entrance to Ashtonbee campus. The new library will beCorporate Communications Centennial College pg. 705and Public Relations

Section 6: Capacity to Deliver56 open hours per week more than twice the area of the existing space, with more thandouble the student study seats.CCC Library59 study spaces,including computerworkstations52 open hours per weekWith a few small renovations, this campus library has beenrefreshed in response to student needs. The library entrancewas renovated to provide more welcoming access. A popularbean bag lounge area was nested under the open stairs to takeadvantage of the natural light spilling through the wall ofwindows. A new quiet study area was created by enclosing themezzanine with a glass wall. And a group study room wasadded to support collaborative learning projects.6.2.1.2. Library ServicesCollections:Centennial Libraries develops and maintains high quality, relevant, current resourcematerials in all formats to support learning and teaching in the College. Collectiondevelopment is a collaborative process, with librarians engaging with students,faculty and staff to consult and solicit input regarding potential acquisitions. TheCollege allocates $358,000 annually for the Libraries to update, replace, andenhance print and multi-media collections, and a further $260,000 to sustain ongoingaccess to licensed electronic resourcesThe Library collections include online, print, and multimedia formats. The Libraryholds over 125 online databases, 69,000 print monographs, 3,900 videos, and 355print periodicals. The print collection is available to all college users regardless ofcampus location. If an item is not housed at the user’s campus, it can be requestedand shipped to the campus of choice for pick-up the following day. Users can checkout materials using a self-check service supported by RFID (radio frequencyidentification) library technology. Users can also renew items and place holds online.The digital collection comprises over 44,000 unique e-books and 54,000 e-journals,and is discoverable, along with printed materials, through the sophisticated onesearch“Search Everything” discovery service on the library home page.To enrich the learning experience for Centennial students, the library houses specialcollections, including the John and Molly Pollock Holocaust Collection, the DaherFolk Tale Collection. The Special Collections and Archives also house a collection ofAboriginal artifacts and three photo collections.To support the College’s signature learning experience, including Global Citizenshipand Equity education, each campus library has a large selection of books andperiodicals purchased over the past five years. Every year, designated funding isassigned to expand this collection of books and videos about gender issues, humanrights, racism, social justice, sustainable development, poverty, and other globalissues.Reciprocal Borrowing and Interlibrary Loan:Items requested by users that are not in the existing Centennial collection can beacquired through the Ontario College Libraries’ reciprocal borrowing program or theCorporate Communications Centennial College pg. 706and Public Relations

Section 6: Capacity to DeliverLibrary’s interlibrary loan service. A copy of the Direct Borrowing Agreement can befound at the end of this section.Centennial Libraries Web Site:Available at http://library.centennialcollege.ca/, Centennial Libraries web siteprovides 24x7 access to online library collections. Through a “one-search” discoverylayer provided on the library home page, students, faculty, and staff can accesselectronic books, journals, and databases from computers on-campus or securelyoff-campus anywhere in the world with an internet connection. Also available at theLibrary website are subject and format indexes, online tutorials for finding,evaluating, and citing sources, subject-specific library guides. All services aresupported by remote research help as described below.Reference Service:Reference and research support is available in person on-site during open libraryhours, and off-site by telephone, via e-mail, and online through the askON virtualreference service that is open over 62 hours per week. The reference service isstaffed by six faculty librarians, and nineteen library technicians.Information Literacy:A key service is the delivery of information literacy instruction, provided on-sitethrough classes and individual help, and off-site via instructional tutorials and subjectguides available on the library’s comprehensive and user-friendly website.Information literacy sessions are targeted, after consultation with faculty, to addressthe specific research and assignment requirements of each class or program.Programs:Library programs and special events, such as the Human Library and HolocaustEducation Week annual program and various special exhibits provide enrichedlearning opportunities.Learning Centres:The Learning Centres, one at each campus library, provide free individual tutoringand small group learning activities in specific program streams or classes. TheLibrary actively hires peer tutors throughout the year, providing employmentexperience to currently enrolled students. The service is available on-site at eachcampus library. Remote delivery is being explored for future implementation.Group Study Rooms:Each campus library provides group study rooms that students may book online. Aselection of the small group rooms are fitted with state-of-the-art multi-mediaequipment.Access to Computers and Technical Equipment:To provide students with ready access to technology, open access computers areprovided at each campus library: 143 at Progress, 70 at Morningside, 40 atAshtonbee, and 11 at the East York campus. Centennial Libraries provides a verypopular and successful laptop lending program, which has expanded every yearsince its implementation. Currently, there are 235 netbooks on loan across the fourcampus libraries, resulting in over 37,000 netbook loans to students in the last 6-month period. Recently, the Library has initiated a pilot program, lending out ebookCorporate Communications Centennial College pg. 707and Public Relations

Section 6: Capacity to Deliverreaders and tablets so that students have an opportunity to gain familiarity with thecapacity of mobile devices in the learning environment.Academic Qualifications of the Library Services Team:Centennial Libraries has a skilled, experienced library services team, with therequisite professional and educational qualifications to provide library services insupport of 4-year degree programs. The six faculty librarians have Masters degreesin Library/Information Science, and three have additional Masters degrees. Of thetwenty-two full-time library technicians, twenty have Library Techniques diplomas,and over 65% have also completed university degrees. Altogether the grouprepresents a team with a third of its members with Masters level qualifications, andtwo-thirds with a Baccalaureate or college diploma.Collaboration:The libraries are committed to partnership and collaboration with peers throughmembership in the Heads of Libraries and Learning Resources (HLLR) of Ontariocollege libraries. Through the Ontario College’s Library Service (OCLS), a non-profitcorporation that provides services to Ontario’s 24 publicly funded colleges, there areopportunities to collaborate on cost-shared initiatives, including library research anddevelopment activities.Corporate Communications Centennial College pg. 708and Public Relations

Section 6: Capacity to Deliver6.2.1.3. Online Databases for Core CurriculumThe Library subscribes to several online databases related to the degree programthat are available to students on a 24 hour/7 days a week basis. These databaseswill provide students, including those in online courses, with access to full-text journalpublications.Databases that will be useful to this degree program include the three major generalresearch databases: Gale Academic OneFile, EBSCO Academic Search Premier,and ProQuest Research Library. In addition to these basic resources which havesome content in the subject area, students will have access to the GaleCommunications and Mass Media eCollection of over 250 periodicals coveringadvertising, public relations, linguistics and literature. The business component iscovered by resources such as EBSCO Business Source Complete and other generalbusiness resources. Rounding out this collection are a number of specialtydatabases, such as, Canadian Advertising Rates and Data Online, National List ofAdvertisers and CisionPoint Media Monitoring.To supplement the current database complement, the Library recommends theacquisition of EBSCO Communication and Mass Media Complete.For core curriculum, Table 21 lists the online databases currently provided by thelibrary and identifies additional online databases that the library plans to acquire insupport of this program.CurrentHoldingsTable 21: Library Online Databases for Core CurriculumDatabase NameContent DescriptionAcademic OneFile Gale Scholarly journal and magazine articles in allsubject areas. Millions of full-text articles.Covers the physical sciences, technology,medicine, social sciences, the arts, theology,literature, etc. Includes full text of the New YorkTimes from 1995 to present.Academic Search Scholarly journal and magazine articles in allPremier EBSCO subject areas. Full text of more than 4,500journal/magazines titles. Extensive coverage ofarts, biology, education, engineering, healthResearch LibraryProQuestCommunications andMass Media eCollectionGaleBusiness SourceComplete EBSCOsciences, psychology, religion & theology, etc.Wide range of popular academic subjects. Morethan 3,880 titles indexed, including 2,620 in fulltext from 1971 to present. Includes scholarlyjournals, trade publications, magazines, andnewspapers.Full text journals, magazines and bookscovering all aspects of communicationsincluding advertising, public relations, literature,marketing, writing, linguistics, etc.Full text business scholarly journals, magazines,country economic data, company profiles,industry information and market research.Corporate Communications Centennial College pg. 798and Public Relations

Section 6: Capacity to DeliverCARDonline (CanadianAdvertising Rates andData) RogersNational List ofAdvertisers RogersCisionPointCBCA BusinessMicromediaProQuestCBCA Reference &Current EventsMicromedia ProQuestCICA Standards andGuidance CollectionKnotiaConference Board ofCanada e-LibraryCPI.Q (CanadianPeriodicals) GaleIncludes full text of Harvard Business Review,and Datamonitor country and industry reports.Access current advertising rates and data forevery significant medium in Canada, andselected International media. NOTE: Availablefor on-campus use only.This database provides over 5,200 listings of thelargest companies that advertise in Canada,1,200 advertising agencies, 14,500 brandnames and advertised products includingmanufacturers and distributors. NOTE: Availablefor on-campus use only.Online media directory of 8000 Canadian printand broadcast media outlets and 37,000contacts including editors, writers andfreelancers. Create targeted media lists.Formerly named Bowdens Media Source.NOTE: Available for on-campus use only at theEast York campus. Access limited to one user ata time.Canadian business and industry magazines,trade publications and journals. 500 publicationscovered, approximately 200 in full text. Updateddaily with full text coverage (1985 to present),and indexing (1970s to present).Canadian magazines and journals in all subjectareas. Over 800 magazines covered, includingover 200 in full text. Updated daily with full-textcontent (1988 to present) and indexing (1972 topresent).Full-text of Canadian institute of CharteredAccountants Handbooks for Accounting andAssurance, Public Sector Accounting,Management’s Discussion and analysis, Criteriaof Control publications, Risk Management andGovernance Collection, and Standard Practicesfor Investigative and Forensic Accounting.Downloadable access to all Conference Boardof Canada research documents from 1998.Approximately 30 reports are produced annuallyin key areas of economic, management andpublic policy as well as periodicals on a monthly,quarterly, yearly and biennial basis.Canadian and international magazines, journals,and newspapers in all subject areas. Indexesnearly 1,200 publications (from 1980 to present)with 550 in full text (from 1983 to present).Current periodical articles, Canadianbiographies, company profiles, historicalinformation, etc. Includes Globe and MailCorporate Communications Centennial College pg. 799and Public Relations

Section 6: Capacity to DeliverProposedAugmentationE-Stat Statistics CanadaLexisNexis AcademicSmall BusinesseCollection GaleCommunication andMass Media CompleteEBSCOCARDonline (CanadianAdvertising Rates andData) Rogers –additional licenceNational List ofAdvertisers Rogers –additional licence(selected) from 1985 to present.Statistics about people and the economy inCanada. Censuses of population and agriculturecan be displayed in the form of tables, graphsand maps for several geographic areas.Full-text of 6,000 news, business and legalpublications. Newspapers include: Globe andMail (selected), New York Times, and FinancialTimes. Legal Search section includes Canadianlegislation and case law.Full text industry and trade journals forentrepreneurs and business students, includinggeneral business magazines and managementjournals.Provides full indexing and abstracts for over 620journals in communication, mass media, andrelated fields, selected indexing of nearly 200journals, and full-text for over 500 journals.Includes over 5,400 author profiles.Cost $Described above. Acquire licence for access atProgress campus (2 simultaneous users).Cost $2,750.Described above. Acquire licence for access atProgress campus (2 simultaneous users).Cost $500.6.2.1.4. Online Databases for Non-Core CurriculumTo support the non-core subjects, students can access the three general researchdatabases identified in Table 21: EBSCO Academic Search Premier, ProQuestResearch Library, and Gale Academic OneFile. In addition, students will also haveaccess to the Library’s existing complement of specialized information databasesidentified in Table 22, supporting electives in social sciences, natural sciences,humanities, visual and performing arts, and philosophy.To strengthen online coverage of the arts, humanities, and social sciences, theLibrary plans to acquire these critical journal databases: EBSCO HumanitiesInternational Complete, Project MUSE Basic College Collection, Project MUSEHumanities Collection, and Project MUSE Social Sciences Collection. Furtheraugmentation will include the addition of two image databases that cover subjects inthe arts, humanities and social sciences: ARTstor, and Grove Art.For non-core curriculum and liberal studies, Table 22 lists the online databasescurrently provided by the library and identifies additional online databases that thelibrary plans to acquire in support of this program.Corporate Communications Centennial College pg. 800and Public Relations

Section 6: Capacity to DeliverCurrentHoldingsTable 22: Library Online Databases for Non-Core CurriculumDatabase NameContent DescriptionCanadian Literary Centre Full-text literary criticism and reference booksEBSCOabout Canadian fiction and poetry, with bookreviews and author biographies. Full text ofseven journals including Canadian Literature,Canadian Points of ViewReference CentreEBSCOCanadian ReferenceCentre EBSCOCountryWatchCredo ReferenceDiversity StudieseCollection GaleGLBT Life and IssueseCollection GaleGreenFILE EBSCOGREENR (GlobalReference on theEnvironment, Energy,and Natural Resources)GaleQuill & Quire, University of Toronto Quarterly.Guide to exploring current issues from multipleperspectives. Provides access to magazines,newspapers, radio and television newstranscripts, primary source documents,reference books and video to research currentCanadian issues in areas such as theenvironment, health, human rights, crime, race,and emerging technologies.Full-text Canadian magazines, newspapers,newswires and reference books in all subjectareas, plus leading international (U.S. and U.K.)periodicals. Includes full-text reference books,full text biographies and an Image Collection of300,000 photos, maps and flags.Provides access to current and comparativecountry data and intelligence in research areassuch as the economy, investment climate, alongwith political, social and environmentalconditions.Full text reference books, including dictionaries,encyclopedias and handbooks. Covers a widerange of subjects from art and biography tolanguage, literature and technology.Full text journals about the global community,cultural differences, ethnicity, immigration,gender and sexuality, etc.Gay, lesbian, bisexual and transgendered lifeand issues. Full text journals and magazinesabout GLBT health, history, social policy, etc.,plus the reference book Encyclopedia ofLesbian, Gay, Bisexual and Transgender Historyin America.Incorporates magazine and journal articles thatexplore the impact of humanity on theenvironment. Subjects include global climatechange, green building, pollution, sustainableagriculture, renewable energy, and recycling.Offers authoritative content on the developmentof emerging green technologies and discussesissues on the environment and sustainability.Corporate Communications Centennial College pg. 801and Public Relations

Section 6: Capacity to DeliverProposedAugmentationLiterary ReferenceCentre GaleNational Film Board’sOnline Screening RoomNational Film BoardPop Culture eCollectionGaleProQuest ScienceJournals ProQuestPsycARTICLESCSA IlluminaPyschology eCollectionGaleReligion and PhilosophyeCollection GaleComprehensive literature database includingmaterial from the series Contemporary LiteraryCriticism, Twentieth-Century Literary Criticism,Short Story Criticism, Contemporary Authors,etc. Full text journal articles, biographies of over130,000 writers, etc.Access over 1100 Canadian documentaries,animation and alternative dramas, some withclosed captioning and described video. Publicperformance rights are included for on-campusviewing.Full text magazines about art, music, film,sports, fashion, marketing, entertainment,theatre, plus general interest lifestylemagazines.Over 1,600 titles with more than 1,270 availablein full text. Access to charts, diagrams, graphs,tables, photos, and other graphical elements.Full text psychology articles from 50 leadingpsychology journals. Covers topics such ascounselling, addictions, developmentalpsychology, stress management, healthpsychology, personality, etc.Full text journals and magazines, plus 6reference books about psychology: addictions,counselling, child development, mental health,social work, etc.Full text journals and magazines about ethics,medical ethics, Christianity, philosophy,anthropology, etc.Science in Context Gale Delivers integrated content through 150+comprehensive reference sets from the GaleEncyclopedia of Science, Chemical Elements,Science in Dispute and the Macmillan ScienceLibrary.ScienceDirect CollegeEdition: Health and LifeSciencesSocINDEX with Full TextEBSCOHumanities InternationalComplete EBSCOProject MUSE BasicCollege CollectionThis database provides full text access from1995 to the present for over 850 peer-reviewedjournals in health and life sciences includingnursing, medicine, biology, environmentalsciences and microbiology.Sociology database of 890 full-text journalsdating back to 1908, 850 full-text books, 16,800conference papers, and abstracts for more than1,300 core journals dating back to 1985Provides full text of hundreds of journals, booksand other published sources from around theworld, including full text for more than 1,200journals.Collection of high quality, peer reviewed journalsThis collection provides a highly relevant set ofCorporate Communications Centennial College pg. 802and Public Relations

Section 6: Capacity to DeliverProject MUSEHumanities Collection,Project MUSE SocialSciences CollectionARTStorGrove ArtProject MUSE Film,Theatre and PerformingArts (e-book collection)Project MUSE GlobalCultural Studies (e-bookcollection)Project MUSEPhilosophy and Religion(e-book collection)research journals for art schools, museums,performing arts organizations, film schools, andrelated institutions.The Social Sciences Collection is designed tomeet the needs of special libraries such asthinktanks, government agencies, nongovernmentalorganizations, research institutes,and related organizations.The ARTstor Digital Library is a nonprofitresource that provides more than one milliondigital images in the arts, architecture,humanities, and sciences with an accessiblesuite of software tools for teaching and research.Community-built collections comprisecontributions from outstanding internationalmuseums, photographers, libraries, scholars,photo archives, and artists and artists' estates.Scholarly art encyclopedia, covering bothWestern and non-Western art. Includes 45,000signed articles on every aspect of the visual arts,with more than 23,000 subject entries and21,000 biographies. More than 6,000searchable images.Collection of high quality, peer reviewed journalsThis collection provides a highly relevant set ofresearch journals for art schools, museums,performing arts organizations, film schools, andrelated institutions.Includes film and media studies, theater andperformance studies, and select music studiestitles.Contains American studies, ethnic studies —including Asian, Latin American, African-American, and indigenous studies -- women'sand gender studies, disability studies, and otherworks that fall within the rubric of contemporarycultural studies.Contains works on philosophy, theology, andselect religious studies titles,6.2.1.5. Books (Print and Electronic)Books that the library has acquired in support of the current post-graduate diplomaprogram in Corporate Communications & Public Relations and other existingbusiness programs will prove relevant to the core curriculum areas of this newdegree program.Corporate Communications Centennial College pg. 803and Public Relations

Section 6: Capacity to DeliverIn the area of public relations, more titles would be acquired to support the additionalstudents requiring the material and to support higher expectations of the degreelevel. Eighty titles have been identified to meet this need immediately, with othertitles to be added on an ongoing basis as required. In the area of business, anadditional 50 titles is recommended to supplement the existing collection.Table 23 provides a list of books in Centennial’s collection that support the proposeddegree program as well as proposed augmentation.CoreCurrculumNon-coreCurriculumTable 23: Books (Print and Electronic)Current Holdings relevant to thisdegree programPrint Books3,468 titlesIncludes titles in public relations,professional business writing, businesscommunication, social media, businessethics, crisis communication,communication studies, media studies,strategic communication planning,stakeholder relations, researchmethods, evaluation and measurement,design, marketing, business planning,business operations, accounting,organizational behavior, business law,entrepreneurship.Electronic Books1,160Print Books5,550Electronic BooksSee 6.2.1.2 Online DatabasesProposed AugmentationPrint Books80 titles in Public Relations(with other titles to be added asneeded on an ongoing basis)50 titles in BusinessElectronic Books50 titlesPrint BooksIn support of the Liberal Studiescourses, the Library proposes to add34 books and/or audio-visual itemsfor each of the 6 Liberal Studiescourses in the first year. In followingyears, approximately 12 books and/oraudio-visual items will be added foreach of the 6 Liberal Studiescourses.Electronic BooksSee 6.2.1.2 Online Databases6.2.1.6. Journals (Print and Electronic)As well as journals and full text journal databases in the areas of public relations,communication, and media studies, the library has journals and databases inmarketing, business, organizational behavior and psychology that would benefit theprogram. To support the program at the degree level, another 8 journal titles in theCorporate Communications Centennial College pg. 804and Public Relations

Section 6: Capacity to Deliverprimary area of public relations and business communications would be added.These journals would be purchased in electronic version whenever possible.Table 24 provides a list of journals in Centennial’s collection that support theproposed degree program as well as proposed augmentation.CoreCurriculumTable 24: Journals (Print and Electronic)Current Holdings relevant to thisdegree programPrint Journals9Includes titles specific to publicrelations, communication studies, mediastudiesElectronic Journals31Includes titles in subscribed databases.Does not include freely accessible titleswhich are also available.Proposed AugmentationPrint JournalsSee electronicElectronic Journals7In the primary area of public relationsand business communications:Public Relations ResearchEuropean Journal ofCommunicationPublic Relations ReviewJournal of CommunicationBusiness CommunicationQuarterlyJournal of CommunicationManagementMedia Culture and SocietyNon-coreCurriculumPrint Journals32This number represents journal titlesthat focus primarily on contentdescribed in the 24 Liberal Studiescourses.Electronic JournalsSee 6.2.1.2 Online DatabasesPrint Journals15Additional journals to support contentin 6 Liberal Studies courses, withfocus on content for the Art,Aboriginal, and Caribbean courses.Electronic JournalsSee 6.2.1.2 Online Databases6.2.2. Computer Resources and Web Access6.2.2.1. Computer LabsCentennial has approximately 2100 computers, both Windows and Mac, inapproximately 100 general and specialty labs across all campuses. These computerlabs are open to both faculty and students. Priority use of the labs is given to facultymembers who have classes requiring the use and demonstration of computersoftware and programs. If there are no classes scheduled in a lab, students arepermitted to use vacant labs to complete assigned course work. All campus generalCorporate Communications Centennial College pg. 805and Public Relations

Section 6: Capacity to Deliveraccess lab hours are Monday - Friday 7:30am to 10:45pm and Saturday - Sunday9:00am to 3:45pm.Students also have access to netbooks available through the Centennial Librarieslaptop lending program. A pilot program for lending out ebook readers and tabletshas also been initiated by the Library.Table 25 provides a summary of computer labs. All computer labs have printers andnetwork/internet access.Table 25: Computer LabsCampus Lab Locations Qty ComputersPer LabProgress Library Commons 48D3-11 45A3-11, A3-13, A3-15, A3-17, B3-04, B3-05, B3-06, 41B3-07, B3-08, B3-09, B3-23, B3-25, D1-23, D3-14B3-21, L3-12, LRC 40D1-22, E3-24 33E2-27 32A3-21, A3-22, A3-23, A3-24, A3-26, A3-55, A3-56, 31A3-61, D1-10, D1-12,E3-23, Student Centre 22L2-12, L2-14 20B1-05 18A3-32, A3-52, A3-63, A3-65, D1-09, D1-21, E1-17 17C2-01 16Library Touchdown Spaces 15A3-34, D1-11 8D1-15, LRC 6D3-06, E1-15 5Morningside 308, 310, 332, 150A 40LRC 36314 35HP Open Lab, 236 32306A 18258 17190E 9Ashtonbee A2-07, A2-08, A2-09 36118 24Touchdown Spaces 22A1-42 16A1-21 11SC-AS 8Centre for CreativeCommunications145, 228, 241 41211 31225 32149 22Corporate Communications Centennial College pg. 806and Public Relations

Section 6: Capacity to Deliver226 21141 17143, 214, 240 16LRC Student 8213, 243 6See electronic Policies file (Section 16) for the following College policies andprocedures on computer labs: Computer Lab Guidelines6.2.2.2. Staff Computer AccessAll faculty have access to computer services while on campus. Faculty can alsoaccess the Centennial College network remotely, and log in to eCentennial throughany computer with an Internet connection.The College provides for faculty access to computer equipment for the purpose ofcarrying out work requirements and activities that support teaching, learning,research, administrative processes and other college-sanctioned activities.See electronic Policies file (Section 16) for the following College policies andprocedures on providing computers to staff and faculty: College Provided Computer Technology Policy College Provided Computer Technology Procedures6.2.2.3. Web AccessWeb access is provided to College resources through wired and wirelessconnectivity. The standard for wired connectivity, in all newly constructed andrenovated spaces, is one wired port per four available seating areas, in spaceswhere network connectivity is typically a focus of the activity take place. Wirelessconnectivity is estimated as one wireless (ABGN) access point to a space holdingten people, again where computer use is expected to be significant. No chargewireless is available for students to the same College resources which are availablefrom outside the College, with the addition of a few such as the ability to print to anystudent facing printer from their own laptop.6.2.2.4. SoftwareComputer lab resources are generally balanced by a formula which relates thenumber of available open access computers at any location to the population ofstudents. In addition, application virtualization is being piloted to provide availabilityto various applications to students using their own computer.All students have access to course software. To access these features, students canuse their nine-digit student number on their network ID to login.Students will be provided with access through negotiated licensing agreements withaccess to online programs and specialized software which will enhance theirlearning. As an example, students have access to a full suite of services offeredCorporate Communications Centennial College pg. 807and Public Relations

Section 6: Capacity to Deliverthrough Cision, the leading provider of public relations software and tools in theworld. Centennial College was the second post-secondary institution in Canada topartner with Cision, and the first in Ontario.Similar agreements with providers such as News Canada that manages andmaintains the Media Relations Rating Points system (MRP) are in process that willgive students access to real-time databases for classroom use.Table 26 provides a summary of the standard software image package available onlab computers and any specialized software that supports program delivery.Table 26: SoftwareBase ImageProgram-Specific SoftwareMicrosoft Office ProfessionalAdobe CS5Microsoft Suites of applications, project, Visioetc.Latest IE and Firefox browsers with a variety Specialized software list is extensive andof plugins including flash media player, generally associated to the main function ofquicktime, adobe, java etc.the lab. For instance, labs used mostly forbusiness courses would have accounting,legal and business software while engineeringlabs would have simulators, programmingtools and database applicationsMulti-purpose labs have hundreds ofapplications often covering several areas ofstudy and are maintained vigilantly sincemany of these applications tend to conflictwith one another6.2.3. Classroom SpaceAll classrooms have wireless connectivity to the College's network services (internet,printing, course software, data directories and storage space). To access these features,students can use their nine-digit student number on their network ID to login.Centennial College has 264 classrooms, auditoriums, labs, and meeting rooms withelectronic audio-visual equipment. This number includes: 138 Smart classrooms, including Auditoriums – podium with DVD/VHS player,PC, Audio-Visual inputs, document camera, LCD monitor, Crestronswitcher/amplifier/control system, Crestron control touch panel, ceiling mountedor wall mounted LCD projector, manual or motorized AV screen, and ceilingmounted speakers 58 “Black” box classrooms – wall mounted 19” AV rack with DVD/VHS player,Crestron switcher/amplifier/control system, Crestron control touch panel, ceilingmounted or wall mounted LCD projector, manual or motorized AV screen, ceilingmounted speakers, PC, Audio-Visual inputs, and an LCD monitor which can beinstalled on an instructors table 43 Labs - ceiling mounted or wall mounted LCD projector, manual or motorizedAV screen, ceiling mounted speakers, PC, Audio-Visual inputs and Crestroncontrols for the projector mounted into instructors tableCorporate Communications Centennial College pg. 808and Public Relations

Section 6: Capacity to Deliver12 Portable classrooms at Progress campus – AV cart with an LCD projector,DVD/VHS player, PC, amplifier, speakers, AV cables for laptop connectionsinstalled permanently in this type of classroom and a manual pull down AVscreen3 Specialized labs with unique AV equipment setup – Clinical Simulation Lab,Police Foundations Lab, Communication LabTable 27 lists the number of available classrooms and seating capacity.Table 27: Classrooms and Seating CapacityCampusCapacityNumber ofClassroomsProgress 20 324 125 126 130 135 1336 240 3642 344 246 150 358 160 868 170 278 180 7146 1280 1Morningside 40 1348 250 860 676 180 2Centre for Creative Communications 38 240 142 254 1Ashtonbee 20 126 128 130 234 136 637 2Corporate Communications Centennial College pg. 809and Public Relations

Section 6: Capacity to Deliver38 240 744 346 148 250 152 164 276 16.2.4. Specialized Equipment, Workstations, Laboratories and StudyAreasEach classroom at the Centre for Creative Communications (CCC) is capable of runningPC or Apple-based systems. The Centre includes three computer labs with PCequipment, and five computer labs with MAC equipment.At CCC, there is a work area including five computers and meeting space for theexclusive use of students enrolled in the existing Corporate Communications and PublicRelations graduate certificate program. This space will be expanded to coincide with thedegree program.Centennial offers a variety of study area for students to complete assignments orprepare for exams. Study areas offer an inviting atmosphere for individual orcollaborative learning with wireless Internet connection to further improve the learningexperience or provide students with a quiet place to concentrate in between classes.Ashtonbee Campus The mezzanine level (outside the auditorium) offers a quiet study area equippedwith wireless connectivity. Directly adjacent to this space is an open-computerlab perfect for study groups and online research. The Student Association building offers a comfortable atmosphere for students tostudy, browse, meet with friends, and converse. 82 study spaces of different types in the library (see section 6.2.1.1.)Progress Campus The Student Hub area has bright open access areas suitable for group study andis quiet enough for individual study in the early morning and evening. The Student Association building has tables and chairs in its lounge, as well as anumber of computer workstations on its main floor. There is also a group studyarea containing round tables and chairs close to the main entrance. Touchdown spaces throughout the main hallways and cafeteria which havepower and internet access. 749 study spaces of different types in the library (see section 6.2.1.1.)Centre for Creative Communications Room 243, on the second floor has seven open MAC workstations, as well as around table and armchairs, suitable for study group meetings or individual work. Some programs provide work/study rooms for their students complete withcomputers and printers.Corporate Communications Centennial College pg. 810and Public Relations

Section 6: Capacity to Deliver 59 study spaces of different types in the library (see section 6.2.1.1.)Morningside Campus The Commons area, located directly outside of the Library offers an openconceptspace with numerous round tables for individual and group work. Student Association Lounge offers space for individuals and groups. 364 study spaces of different types in the library (see section 6.2.1.1.)Start-up6.3. Resource Renewal and UpgradingSee Table 28 for the college’s plan and schedule for library renewal and upgrading.Table 28: Library Plan and Schedule for Resource Renewal and UpgradingStart-up OngoingAnnual costCostBooks – Core curriculumApprox. 80 titles in PublicRelationsUS$8,000.Includingcataloguing& processingcostsBooks– Core curriculumApprox. 20 to 30 books andaudio-visual items annually toensure currency and reflectdevelopments in the fieldUS$4,000. peryearApprox. 50 titles in BusinessJournals – Core Curriculum9 journals in public relations,communications studies,media studiesOnline DatabasesCommunication and MassMedia Complete EBSCOUS$5,000.Includingcataloguing& processingcostsUS$9,000.US$3,800Journals – Core CurriculumAnnual subscription for 7journalsOnline DatabasesCommunication and MassMedia Complete EBSCOUS$9,000. peryear plusinflationUS$38,000 peryearCARDonline (CanadianAdvertising Rates and Data)Additional licence forProgress campus for 2 usersC$2,750.CARDonline (CanadianAdvertising Rates and Data)C$2,750. peryearNational List of AdvertisersRogers – additional licencefor Progress campus for the1 st year of the program (2users)C$500.National List of AdvertisersRogers – annual subscriptionre additional licence forProgress campus (2 users)C$500. per yearCisionPoint – additionallicence(2 users)for ProgressC$1,600CisionPoint – additionallicence(2 users) for ProgressC$1,600 peryearCorporate Communications Centennial College pg. 811and Public Relations

Section 6: Capacity to DelivercampuscampusBooks -- Non-coreApprox 34 titles per coursefor 6 Liberal Studies courses.Includes AV/media.Journals – Non-core15 journals to support 6Liberal Studies courses$20,400.(c $3,400.per course)$3,120.(15subscriptions@ c$208 persubscription)Books – Non-coreApprox.12 titles per coursefor 6 Liberal Studies courses.Includes AV media.Journals – Non-core15 journals to support 6Liberal Studies courses$6,840.(c$1,140 percourse)$3,120.(15subscriptions @c$208 persubscription)See Table 29 for the college’s plan and schedule for computer, and classroom renewal andupgrading.Table 29: Plan and Schedule for Computer, Facility and Equipment Resource Renewaland UpgradingResource Renewal/Upgrade Plan Budget ScheduleComputerAcademic Computersupgraded every three years$575,000 2012: AllAshtonbee & CCClabs2013: AllMorningside & CCClabsClassroom2014: All Progress& CCC labsUpgrades for classrooms occur both as retrofit projects and newconstruction. AV and furniture refreshing is the most common upgrade,but a large number of new classrooms have been built and arescheduled to be built.6.4. Support ServicesRecognizing that student life encompasses learning as well as activities related to dailyliving, fun and commitment to lifelong learning, the college has developed services toaccommodate all aspects of student life.Table 30 summarizes some of the support services available to students.Table 30: Student Support ServicesSupport ServiceTutoringDescriptionThe Learning Centres, one situated in each of the four campuslibraries, provide free tutoring and study support services to students.Students reserve one-on-one tutoring sessions with part-time peertutors and full-time tutors hired from university and college co-opCorporate Communications Centennial College pg. 812and Public Relations

Section 6: Capacity to DeliverAcademic Advisingprograms. Students participate in organized review sessions toprepare for mid-terms and final exams. Courses with high failure ratesare identified for group Learning Circles and Open Tutoring, wherestudents work collaboratively with classmates and a peer leader toclarify difficult concepts. The Learning Centres give every participatingstudent the support to improve and succeed.Recently, the Learning Zone concept was initiated as a way toincrease student awareness of, and participation in, a set of supportservices including:Learning Centre - learning support services, tutoring, drop-in,review sessionsLearning Exchange - supplemental instruction for students inat-risk coursesStudent Engagement - Counselling sessions, workshopsInstitute for Academic English - English tutoringProgram coordinators are available for academic advising. Personalacademic plans can be developed to facilitate course success. Forstudents requiring significant counseling, Student Services providecomprehensive services. Faculty members regularly work withindividual students.The Student Advising Centre enables students to grasp a clearunderstanding on academic choices while providing courteous serviceand advice to help guide students during their college career.By listening to concerns and questions, our advisors help studentsbuild and attain their goals. The Student Advising Centre providesassistance on issues such as admission procedures and finding aprogram that meets a student’s interest. Advisors willCareer and PersonalCounsellingCentre for AcademicEnglishHelp students make well-informed educational choicesClarify the process of becoming a student at CentennialCollegeAssist students with their transition to Centennial CollegeAt the Career and Counselling Centre professional counsellors helpstudents resolve some of the many challenges they may encounter.Services include personal counselling, as well as help with career andacademic questions and concerns. A variety of workshops such asstress management, and learning strategies are offered andCounselling offices are located on every campus.Counsellors offer students workshops, career resources andintroduce them to personal career development plans.Counsellors who have specialized competencies provide personalcounseling services. Over 5,000 students used the counselling centrelast year for either personal or academic concerns.The Centre for Academic English provides free English tutoring andworkshops to all Centennial students at all four campuses. The tutorsare professional teachers with certification from TESL Ontario orTESL Canada who have years of experience teaching students fromCorporate Communications Centennial College pg. 813and Public Relations

Section 6: Capacity to Deliveraround the world. Tutoring is free to all students.Services include: Small group workshops (grammar, vocabulary, readingstrategies, presentation, essay styles, avoiding plagiarism,College Communications course support, technical writing) Let’s Talk conversation classes Individual tutoringEmploymentResourcesCentre for Studentswith DisabilitiesBooking a session can be done using the online booking systemavailable through myCentennial.Student Employment Advisors work individually with students andgraduates to provide them with the necessary job search tools andare available at all of Centennial's campuses to advise on topics suchas: Resumé and cover-letter writing Portfolio development Interview simulations and techniques Job search strategiesThe Centre for Students with Disabilities (CSD) helps students with adocumented learning disability, ADD/ADHD, medical or mental healthcondition, physical, hearing, visual or mobility impairment find successin college. Students with disabilities have access to comprehensiveservices that assist to level the academic field. The college iscommitted to assisting with barrier free services. Eleven percent ofthe full time population identified themselves to this centre.Centennial College will make every reasonable effort to accommodatestudents with disabilities so they can meet the learning objectives ofthe programs of instruction in which they are registered. Equal accesswill be provided to all programs and services.Services include: Arrangements for alternative assessment procedures forcollege admission Adaptations in the physical environment to ensure access tocollege facilities Assistance in finding flexible ways to meet academic andclassroom requirements A full range of specialized equipment and assistive devices forstudent use Books in alternative format (Kurzweil 3000, PDF, Lexiflow,Microsoft Word, etc.) Special parking facilities on each campus Collaborative liaison with faculty to ensure appropriateaccommodations Notetakers Classroom and testing aides Attendant care InterpretersCorporate Communications Centennial College pg. 814and Public Relations

Section 6: Capacity to DeliverIn addition to these ongoing services, the CSD offers the STARTTransition Program and the START Smart Conference, for studentswith disabilities. These START (Successful Transitions: Advocacy,Resources and Training) services provide the tools needed tounderstand how to successfully get through the sometimes difficulttransition into post-secondary education.Student RelationsOfficeThe Academic Improvement and Monitoring Service for Students withLearning Disablities (AIMS-LD) has been designed to assist studentsin developing the tools they need to succeed in college. Researchhas proven that working with a Learning Strategist and an AssistiveTechnologist, along with understanding the nature of one’s LD, arekeys to success. Along with an individualized learning strategy andstudy skills instruction, students are given training on the use ofassistive devices such as speech-to-text, text-to-speech and othersoftware programs to overcome the reading, writing andorganizational difficulties that often accompany learning disabilities.The Student Relations Office provides formal and informal support forstudents experiencing conflict at the college.The Student Relations Officer will provide information and supportwhen students have concerns or complaints including: Academic matters Social or behavioural concerns Issues of conflict Harassment or discriminationBookstoresPeer MentoringOther services include: Explanation of college policies and how they apply to students. Resolution of complaints either through informal resolution,mediation or formal processes. Assistance navigating the college system and understandingof student rights and responsibilities. Development of communication and self-advocacy skills foruse when interacting with instructors, program Chairs andothers.Each campus has a bookstore on site that stocks books and suppliesneeded for academic study. Experienced staff are available to assiststudents with finding required materials. Students may also opt toshop online and have orders shipped to them. At the start ofsemesters and other high activity periods all bookstore offersextended evening and weekend hours.First year students needing support, advice and/or direction mayaccess the Student Peer Mentoring program. In this program studentsare matched with senior Centennial students who can provideguidance, general advice and referral to the right staff to answerquestions. Mentors can point students in the right direction, lend alistening ear, and guide them to the right people to answer questionsor help solve a problem.Corporate Communications Centennial College pg. 815and Public Relations

Section 6: Capacity to DeliverIT Support ServicesMultifaith RoomsAthletics andRecreationComputer labs are available on all campuses. Onsite support isprovided Monday to Friday from 8am to 4pm at all campuses andSaturday and Sunday from 9am to 4pm at Progress, Morningside andAshtonbee campuses. Telephone support (HelpDesk) is offeredMonday to Friday from 8am to 6pm.Information Technology services (IT) is the cornerstone for all ofCentennial’s technological needs. IT offers a wide range of services toall areas of the College, but most importantly, to students. Eachcampus has its own Client Support Counter where students can go fortechnical information, help with logging into the system, resettingforgotten passwords, or even just paper refills in any of our manycomputer labs. Assistance, such as help connecting to online servicesthrough myCentennial, is also available by phone.Centennial College offers private prayer rooms on campus. We offer awelcoming environment for all members of the college communityregardless of their religion, spiritual beliefs or creed.The Athletics and Recreation department is guided by the notion thatevery student deserves a positive recreational experience while atCentennial College.The 2011-12 school year saw the opening of the new, state of the artAthletic and Wellness Centre, giving a home to intramural and varsitycompetition at Progress Campus.A number of diverse recreational programs are offered which will giveall students a chance to participate and remain active. Activities areorganized into extramural and intramural leagues. Extramural sportsoffer an opportunity to stay active and represent the varsity team(Colts) as they compete at tournaments across Ontario in basketball,hockey and cricket.Intramural and other recreational activities are run out of allcampuses. Throughout the school year, tournaments and leagues areorganized a number of sports, including badminton, volleyball,basketball, ball hockey among others.Gym facilities are available at each campus.OrientationThere are many fitness classes including Yoga, Pilates and Zumba.The recreation staff also plan several trips and other activities forstudents.The college provides information sessions for students and theirfamilies regarding support services as well as a tour of the campus tohelp students become familiarized with the environment and locationof essential resources.The Centennial Welcomes (orientation) event is offered eachsemester and includes planned events and activities to: Connect to students to their program, school, teachers andCorporate Communications Centennial College pg. 816and Public Relations

Section 6: Capacity to DeliverResidence and Off-Campus Housingother students Answer student questions Reduce fears about starting college Allow students to learn more about their program and how tosucceed Provide students with their Student Photo ID, parking permitand information about MyCentennialCentennial has a student residence which houses 380 students and islocated adjacent to Progress Campus. It is also a convenient place tolive for students attending classes at any Centennial campus.Frequent public bus service, located in front of the building, takesresidents to the nearby light-rail station, which links to the subwaysystem.The residence features around-the-clock customer service, securityofficers and safety escort services.A common kitchen with four full size stoves, a common loungeincluding study areas, pool tables, garden atrium and a big screentelevision, a swimming pool, a 24-hour laundry room, andmaintenance and housekeeping are all additional features of theresidence.Housing services are also available for those wanting to live close bybut not in residence. The Centennial College Student Association Inc.(CCSAI) manages an off-campus housing service through a companycalled Places4Students Inc. The company ensures that finding ahome is headache free through its free-to-search database, whichallows students to see the property before deciding to contact thelandlord.Childcare CentreFinancial ServicesStudent AssociationThe college has two child care centres providing stimulating, highqualitycare to children of students, employees and communitymembers. The child care centres are located at Progress Campusand in East York at 550 Mortimer Avenue, not far from The Centre forCreative Communications.These centres are an integral part of Centennial College, reflectingthe college's strong belief in child health and development, and familyadvocacy. They're staffed by fully-qualified early childhood educationprofessionals and assistants. As part of their training, students in theCollege's Early Childhood Education programs also work with thechildren, under the supervision of centre staff.Financial services will assist with loans, bursaries and awards. Legalaid can also be made available to those in need.The Centennial College Student Association, Inc. (CCSAI) representsstudents by working closely with college departments and activelyparticipating on committees.The CCSAI represents full-time and part-time fee paying students atCorporate Communications Centennial College pg. 817and Public Relations

Section 6: Capacity to DeliverCentennial College. The CCSAI is responsible for providing servicesand advocating on behalf of its student members.The CCSAI operates student centres at all four campuses andoperates both the Progress Student Centre and Athletic and WellnessCentre; both buildings were constructed entirely via student fundingmaking them truly student buildings.The Courier, the student newspaper published by the CCSAI,communicates regularly with the student population.Campus Safety andSecurityThe Student Association Center hosts a variety of vital functionsinternally such as ratified club events, meetings, conferences andexternal community events. It is a meeting place for social andacademic discussions.WalkSafe services, where trained WalkSafe Representatives orSecurity Officers accompany students to their car or the campus busstop, are offered. This free service is available 24 hours per dayseven days per week at all campuses.6.5. Faculty6.5.1. Four Year Enrolment and Staffing ProjectionsCentennial College has set a first year enrollment target of 25 students for the Bachelorof Corporate Communications and Public Relations. Plans call to grow the first yearenrollment each year to a target of 36 students by 2017 (or year five).The college anticipates attrition of 10% for semester one, decreasing semester bysemester to 3 – 5% for the final three semesters. These attrition rates are based on thecollege’s experience with advanced diploma programs in professional areas.It should be noted that attrition in the post-graduate Corporate Communications & PublicRelations (two semester program) after CAAT1 is typically one student or less.The School of Communications, Media & Design (SCMD) will gradually increase thenumber of faculty teaching in the program over the initial four years to meet enrollmentas the program progresses. Plans call to launch the program with part-time instructorsto deliver core courses in year one drawn from SCMD and the School of Business. Inyear two, a full-time professor (PhD required) will be hired and continue to be supportedby part-time instructors drawn from subject-area professionals holding appropriatequalifications (Masters or higher). Plans call for a second full-time faculty member to jointhe program in year three.The program will be overseen by a program coordinator, and supported by college ITstaff along with resources from the college’s Centre for Organizational Learning andTeaching (COLT) as required.Corporate Communications Centennial College pg. 818and Public Relations

Section 6: Capacity to DeliverSee Table 31 for a four-year projection of cumulative enrolment. Cumulative enrolmentis based on an attrition rate of 10-3% from semester to semester.YearFull-TimeTable 31: Four Year Enrolment and Staffing ProjectionsStaffing Requirements - ProjectedCumulativeEnrolmentPart-TimeCumulativeFull-timeFacultyEquivalents(F.T.E)CumulativePart-timeFacultyEquivalents(F.T.E)CumulativeTechnicalStaffAssigned toProgram(F.T.E)Ratio ofFull-timeStudents/Full-timeFaculty2013 48 0 1.1 .25 .52014 97 0 1 1.1 .25 1.52015 150 0 2 1.2 .5 2.52016 215 0 2 2.3 .5 2.56.5.2. Faculty CredentialsIn accordance with the Academic Employees Collective Agreement which regulates theterms and conditions of employment of faculty members at Centennial College, in orderto determine salary for faculty members they must have a combination of relevantteaching and/or occupational experience and relevant formal qualifications. Relevantoccupational experience generally means experience in a field of work related to thematerial to be taught or the job to be done, or to some allied aspect of it. Relevantteaching experience is defined as full years of teaching experience at a level comparableto the level required for the teaching position at Centennial. Formal qualifications arequalifications that constitute the norm in post-secondary institutions in Ontario leading toa diploma, professional accreditation or degree.For core courses, all faculty teaching in the program will have a minimum Mastersdegree; preference will be given to faculty holding a PhD in the subject area. This couldinclude professional communications, communications management or public relations,along with specific subject areas. Preference will be given to faculty holding professionalaccreditation from the Canadian Public Relations Association (APR) or InternationalAssociation of Business Communicators (ABC).A full-time faculty member with a PhD will be hired for the second year of the program.This will ensure that the 50% target is met through a combination of full-time and parttimefaculty.Corporate Communications Centennial College pg. 819and Public Relations

Section 6: Capacity to DeliverAll faculty members, including part-time instructors, in the School of Communications,Media and Design must, prior to hiring, participate in a practice teaching session whichincludes delivery of a full class and lesson plan.For non-core courses, faculty members are selected based upon the area of academicspecialization and teaching experience. All faculty teaching non-core courses hold adegree at the Master’s degree level or higher.Proof of credentials or equivalencies from accredited regional or federal post secondaryinstitutions and/or their foreign equivalents will be required at the time of job offer.See electronic Policies file (Section 16) for the following College policies and procedurespertaining to required faculty credentials: Academic Employees Collective Agreement, Job Classification Plans forPositions in the Academic Bargaining Unit6.5.3. Review of Faculty PerformanceSee electronic Policies file (Section 16) for the following College policies and procedureson the review of faculty performance: Reflective Practice Guide Program Quality Review Process Guidelines6.5.3.1. Reflective PracticeCentennial College follows a clearly outlined professional model called ReflectivePractice Guidelines (RPG) to ensure regular review and development of full-timefaculty. Each faculty member (full-time, contractual, probationary) will engage inreflective practice. Each semester or academic year as workload is assigned or nonteachingactivities are discussed, there is an opportunity for faculty members andtheir Chair/manager to meet and discuss the reflective practice activities selected bythe faculty member to meet their developmental needs. This discussion providesfaculty members with an opportunity to outline their goals and objective for theirongoing learning and development, to discuss specific learning activities, formats,venues, time frames, requests for support, and to seek feedback. It providesopportunity for the Chair/manager to learn about each individual faculty member’slearning needs, priorities and activities, and to provide feedback.Faculty members are encouraged to any number of feedback gathering tools/datasources, including Comprehensive Program Review student feedback questionnaires(see sections 6.5.3.2.) to provide a source of data on which to base their reflectivepractice activities.6.5.3.2. Student Feedback QuestionnairesAt the end of each semester, students are to be provided with an opportunity toevaluate faculty performance. A standardized institutional survey tool using ClassClimate software will be used to collect data (see section 5.2).Corporate Communications Centennial College pg. 820and Public Relations

Section 6: Capacity to Deliveri. Data collected is for the use of faculty members to facilitate their ongoinglearning and reflection. Full-time faculty members are encouraged to usethese results as they engage in reflective practice and to facilitate theirparticipation in feedback/reflective practice discussions with their programChair.ii.For contractual and probationary faculty, the data from these surveys isshared with the program Chair for the purpose of reviewing their progresstowards successful completion of the contractual or probationary period.6.5.3.3. Assessment of Contract FacultyFrom the beginning of each semester of contractual employment, as workload isassigned faculty members and their Chairs/managers will meet to review theirprogress towards successful completion of the contractual period. Various datasources including student feedback questionnaires (section 6.5.4.2.), coursematerials (assignments, tests, hand-outs, lesson plans, etc.) and classroomobservation will be used as evidence in this summative evaluation.6.5.3.4. Assessment of Probationary FacultyFrom the beginning of each semester of probationary employment, as workload isassigned or non-teaching activities discussed, faculty members and theirChairs/managers will meet to review their progress towards successful completion ofthe probationary period. Reflective practice and various data sources includingstudent feedback questionnaires (section 6.5.3.2.), course materials (assignments,tests, hand-outs, lesson plans, etc.) and classroom observation will be used asevidence in this summative evaluation.Goal-Based Evaluation may be used to highlight specific area(s) for developmentand for the professor to successfully address the concern. The Chair/manager whoidentifies that a probationary professor is not meeting the goals necessary forsuccessful completion of probation, notice of corrective action to be taken will beprovided to the faculty member in writing. Any disciplinary action taken as a result ofgoal-based evaluation will follow progressive steps outlined in the policies of theCollege and the collective agreement. At that point, written notification will be givento the professor to signify a transition to goal-based evaluation.See electronic Policies file (Section 16) for the following College policies andprocedures pertaining to review of probationary faculty: Reflective Practice Guide6.5.4. Currency and Professional DevelopmentFaculty teaching in the Bachelor of Corporate Communications & Public Relations will beexpected to hold membership in relevant professional organizations (IABC, CPRS, CIRI,AFP etc.) and actively participate in the industry by attending industry events, serving oncommittees, holding leadership positions and as much as possible, maintaining orattaining accreditation. Faculty expertise will be regularly reviewed against curriculumand new material as added.Corporate Communications Centennial College pg. 821and Public Relations

Section 6: Capacity to DeliverFor the Bachelor of Corporate Communications and Public Relations, the School willwork with faculty chosen for their academic and professional standards to ensure thatstudents learn in a stimulating, supportive classroom that features up-to-date, relevantcurriculum.The Centre for Organizational Learning and Teaching (COLT) offers a number oflearning and development events, workshops, and courses to support faculty and buildcapacity. Every academic semester there are a number of these offerings that arefaculty -focused. These include: Faculty FEST (Fostering Excellence in the Scholarship of Teaching), 3-4 hourevents that have a particular theme (e.g. Innovation in Education, BeyondCelebrating Diversity, etc.) that provide a forum for faculty to present, share, anddiscuss their practice. We often have invited speakers along with internalpresenters. Professional Development for Program Coordinators, hosted every semester.This forum is used as a communication vehicle to share new and emergingtechnologies, strategic directives, program and course development, and leadingand mentoring skills with program coordinators at the College. Lunch & Learn sessions that occur approximately 6 times a semester and acrossthe four campuses. Again a particular topic is selected and a facilitateddiscussion occurs with faculty sharing, questioning, and exploring educationalissues and practices. A number of short course offerings available to faculty (and other staff). Coursesinclude: Introduction to Global Citizenship & Equity, Aboriginal Worldviews,Social Media and Education (in development). These courses are 22 hours inlength and can also be recognized as credit in the college’s Teaching & Learningin Higher Education certificate program.Teaching and Learning in Higher Education is a one-year certificate program open to allcollege employees. Faculty members are encouraged to complete this program—inparticular those who may have industry and content expertise but do not have formalteaching certification. This certificate program is designed to provide the necessarycritical thinking skills, knowledge base, and learning management processes for thoseinterested in teaching in higher education. In this program, participants will learn how todesign, develop, and deliver curriculum that addresses principles of learner centered,socially equitable education for both classroom and online environments. Practicalteaching skills, as well as research and reflection for faculty development comprise amajor component of the program.The program reflects a learner centered curriculum and utilizes relevant theories relatedto teaching and learning in the 21 st century. In particular, it addresses and is grounded inExperiential Learning, Critical Pedagogy, and Collaborative Approaches to education.The program also attempts to seamlessly incorporate global citizenship & equity andtechnology. With its concentration on faculty development, the program is outcomebasedand focuses on performance with participants being able to provide demonstrableteaching proficiency and experience in the field upon graduation.To assure a baseline level of knowledge of teaching across each new full-time cohort,and to contribute to improving teaching effectiveness and student satisfaction atCorporate Communications Centennial College pg. 822and Public Relations

Section 6: Capacity to DeliverCentennial College, we have designed a New Faculty Orientation Program to conveyknowledge of some essential theories and contexts, aid learning on practical issues, andaddress elements of Global Citizenship and Equity and technology in practice. The NewFaculty Orientation Program includes: The Foundations Course - theoretical, historical and contextual information thathelps inform teaching practice (also a core courses in the Teaching & Learning inHigher Education certificate program) Orientation Workshops - practical grounding in working with Centennial students,managing classes of diverse learners, and understanding the interrelation ofelements such as curriculum, pedagogy, and evaluation strategies. Participantsare also introduced to many of the key resources that support their work asteachers—including eCentennial, libraries, and student services. Community of Practice - a cohort-based approach in which new professors fromall Schools move together through a series of learning opportunities, sharing theirinsights and experiences as they progress.Employee Tuition Support promotes and encourages faculty to continue to build anddevelop in their academic growth, the tuition supports the pursuance of knowledge thatcontributes College's strategic directives and initiativesThe Learning and Development Policy provides guidance and direction on how facultycan access professional development funds to support pursuing learning anddevelopment opportunities.All faculty engage in Reflective Practice as form of identifying goals, objectives andactivities for their ongoing learning and development. See section 6.5.3.1.Centennial College is deeply committed to “learning for all” and the development of itsstaff. The College offers all full-time staff members the opportunity to participate inprofessional development activities through paid leaves of absence of up to one year induration to pursue learning and development opportunities in the form of sabbaticals.The purpose of a professional development leave is to allow employees to pursueacademic, technical, industrial or other activities that will enhance their capacity tocontribute to the college and its learners.See electronic Policies file (Section 16) for the following College policies and procedureson supporting faculty professional development: Employee Tuition Reimbursement Policy Reflective Practice Guide Professional Development Leave Guidelines6.5.5. Teaching Loads and Availability to StudentsAcademic Employees Collective Agreement between the College Employer Council forthe Colleges of Applied Arts and Technology and the Ontario Public Service EmployeesUnion (OPSEU) governs the faculty workloads and availability to students.Article 11 outlines that teacher workloads shall not exceed 44 hours per week for up to36 weeks during which there are teaching contact hours. The remainder of the academicyear will be utilized for complimentary functions and professional development.Corporate Communications Centennial College pg. 823and Public Relations

Section 6: Capacity to DeliverIn addition to teaching contact hours, the 44 hour per assignment will be calculatedaccording to formuli detailed in the Collective Agreement for attributed hours forpreparation, evaluation and feedback, and complementary functions. A teacher will beassigned no more than 6 course sections in any given week except by voluntaryagreement. The weekly hours attributed for evaluation and feedback depends on thenumber of students in the course. The number of students in a course section will bedetermined initially by the College’s planning estimates and reviewed following the lastday of the add-drop period and revised where appropriate.Four hours per week shall be attributed for routine out-of-class assistance to students.Teachers will inform students of the hours and form of their availability. In the event thata teacher has more than 260 students in their total course load, they may consider the 4hours per week attributed to out-of-class assistance to be insufficient. In this case anadditional 0.015 hour for every student over 260 may be attributed to the teacher’sworkload, failing agreement on other means for providing students with sufficientassistance.See electronic Policies file (Section 16) for the following College policies and procedurespertaining to faculty teaching and supervision load and availability to students: Academic Employees Collective Agreement, Article 116.6. Curriculum Vitae ReleaseThe college has on file and available for inspection, from all faculty and staff whosecurriculum vitae (CVs) are included in this submission, signatures that attest to thetruthfulness and completeness of the information contained in their CV and agreeing to theinclusion of their CV in any documents/websites associated with the submission, review andfinal status of the program application.Corporate Communications Centennial College pg. 824and Public Relations

Section 7: Credential Recognition7. Credential RecognitionThe Bachelor of Corporate Communications and Public Relations is geared to preparing wellroundedgraduates who are ready to enter the workforce, or pursue post-graduate education incorporate communications and public relations, or a related field (such as professionalcommunications or communications management).7.1. Post-Graduate EducationCentennial College expects that the Bachelor of Corporate Communications and PublicRelations will be recognized as equivalent to other accredited degrees. The Council ofOntario Universities has stated they will consider graduates of college degrees on anindividual basis (see “COU Statement on Advanced Study at Provincially Assisted OntarioUniversities” below). In addition, the college is committed to developing articulationagreements with Canadian and international universities, and will be actively pursuing suchagreements in the next two years.7.2. EmploymentCentennial College consulted with a broad range of employers through research done byInsignia Research (see section 13) as well as one-on-one consultation. The proposeddegree has received a very positive response from employers who recognize both the needfor more public relations education options in Ontario, along with the benefits of integrating astrong business foundation in the program.Letters of endorsement from these GTA-area employers are on the following pages: Apex Public Relations Argyle Communications Citizen Optimum Delta Chelsea Edelman Jesson KPMG Porter Novelli PwC Management Services LP Redbrick Communications Town of Richmond Hill rock-it promotions, Inc. Strategic Objectives The PR Department Toronto Hydro WoodGreen Community ServicesCorporate Communications Centennial College pg. 914and Public Relations

Section 8: Regulation and Accreditation8. Regulation and AccreditationThis item is not relevant to this application.Corporate Communications Centennial College pg. 933and Public Relations

Section 9: Nomenclature9. NomenclatureThe School of Communications, Media & Design considered several options for thenomenclature of its proposed degree program before settling on “Bachelor of CorporateCommunications and Public Relations”. These included the possibility of “Applied Arts”,“Communications Management” and “Public Relations.” The decision to go with“Bachelor of Corporate Communications and Public Relations” was determined to be the best fitfor the program.The name accurately summarizes the discipline studied and reflects the business aspect of theprogram by including “Corporate Communications,” a term that summarizes a broad range ofactivities including, but not limited to, employee communications, investor relations, publicaffairs and stakeholder relations.Research conducted by Insignia, an external market research firm (see section 13), noted morethan 75% of employers surveyed felt that name of the program was an “Extremely Good” or“Very Good” match for the program as described to them. When asked the top three skillsexpected from new hires from a Bachelor of Corporate Communications and Public Relationsprogram, employers identified “writing skills”, “strategic communications” and “social mediaskills,” which further supports the assertion that the name is an accurate reflection of theprogram’s strengths.Furthermore, the title “Bachelor of Corporate Communications and Public Relations”differentiates the Centennial College program from the Bachelor of Public Relations degreescurrently offered in Ontario, signaling the college’s collaboration with the School of Business onthis degree.Corporate Communications Centennial College pg. 934and Public Relations

Section 10: Program Evaluation10. Program Evaluation10.1. Program Quality Review ProcessTo ensure the best possible quality in academic offerings, all academic programs are toconduct regular program quality reviews. Centennial’s overall Program Quality ReviewProcess is made up of four individual quality review processes that work together to ensurethe College’s commitment to program quality is achieved: Course Delivery Evaluation (see section 5.3.1) Review of Faculty Performance (see section 6.5.3) Annual Program Review (see section 10.1.1 below) Comprehensive Program Review (see section 10.1.2 below)See electronic Policies file (Section 16) for the following College policies and procedurespertaining to quality assurance of program delivery methods: Program Quality Review Process Guidelines Quality Assurance Policy10.1.1. Annual Program Review (APR)The APR evaluates program performance on a yearly basis to identify and deal withquality and/or enrolment issues at an early stage as they arise. The Corporate Planningand Institutional Research office (CPIR) holds responsibility for conducting the APR forall Centennial programs each year where annual satisfaction levels of students,graduates and employers, identified using the Key Performance Indicator (KPI) data,along with current and historical enrolment data, are used to evaluate program qualityand growth.10.1.2. Comprehensive Program Quality Review (CPQR)The CPQR is the process by which an academic program undertakes a critical andobjective self-study involving an in-depth analysis of the program to determine currency,viability and occupational relevance.10.1.2.1. Comprehensive Program Quality Review CharacteristicsCPQR takes place on a 5 year cyclical basis for degree programs. New programsundergo review after 3 years, and subsequently follow the 5 year cycle. Where theAPR for a program has identified negative growth and/or quality results for two ormore years, the program may be put forth for CPQR due to exceptionalcircumstances.CPQR requires the review of how the program continues to align with the School’sbusiness plan which itself is built upon the College’s strategic and business plans.Institutional initiatives are integrated through the CPQR process, for example, theintegration of technology to enhance teaching and learning, student leadership,Citizenship and Equity learning outcomes and portfolio learning. Institutional goalsrelated to enrolment and retention are also addressed in the CPQR process.Corporate Communications Centennial College pg. 935and Public Relations

Section 10: Program EvaluationLearning outcome achievement of students/graduates is assessed in a number ofways. First, because learning outcomes are performance based, studentassessments that occur within courses are examined to ensure they require studentsto reliably demonstrate their ability to perform the outcome. Therefore, assessmentsare mapped against the course learning and outcomes and subsequently against theprogram learning outcomes, the degree level standard and any existing standards ofregulatory, accrediting or professional associations. This mapping process revealsany outcomes that are not being met. If any gaps are deduced, a resolution isproposed in the CPQR report and action plan.The opinions of students/graduates and employers is also taken into considerationwhen determining if learning outcomes have been achieved. The CPQR processincludes a student survey and student focus groups. Key Performance Indicator(KPI) Graduate and Employer Surveys which ask graduates and employers how wellCentennial graduates have been prepared for employment are data sources used inCPQR.The CPQR process also requires the analysis of samples of student work in theterminal stage of the program that are good representations of acceptable, averageand above-average performance in order to determine if all outcomes have beenmet.CPQR requires an analysis of data resulting from the MTCU KPIs: studentsatisfaction rate, graduate satisfaction rate, graduate employment rate, employersatisfaction rate, graduation rate and OSAP default rates. The College has alsorecently developed a robust retention analysis tool that enables examination ofretention statistics at the program level; this report is also used as a data source inCPQR and programs must address any significant issues.Program reviewers are asked to examine trends and developments in the field ofpractice to determine any required program changes. As stated previously, anyprofessional, regulatory or accrediting standards are mapped against programoutcomes and course assessments.Method of delivery, admission requirements, program structure, and resourceutilization are all criterion that are examined during the review process.Elements of faculty performance are included in the CPQR student survey whichforms a data source for analysis (see section 5.3.2).10.1.2.2. Comprehensive Program Review ProceduresCentennial’s CPQR process requires a self-study of the program to be conducted bythe CPQR review team which may be comprised of the Dean, Chair, programcoordinator, faculty members, students, graduates, support staff, representativesfrom relevant internal departments and external/PAC members.The following elements are carefully considered during the self-study and included inthe CPQR report: Background/overview of program;Corporate Communications Centennial College pg. 936and Public Relations

Section 10: Program EvaluationReview of current staffing and resource allocations;Curriculum review including program mapping, as well as identifying anymajor curriculum changes planned/required;Collection, review and analysis of data for enrolment, graduation,employment, and satisfaction expressed by students, graduates, employers,faculty and PAC members;Analysis of competitors and market demand, including a SCOT analysis; andAction Plan highlighting issues and recommended solutions using theSMART approach.If recommended by PQRCC, a panel of three to five external reviewers willobjectively examine the currency of the program curriculum, enrolment data andquality indicators for occupational relevance and continuance of the program and toprovide constructive feedback that would assist the CPQR process andrecommendations. The external review panel will be organized by the program Chairand will be comprised of individuals both internal and external to the College butexternal to the program, and will represent both academia and industry. Externalreviewers must be free of conflict of interest as per College policy.See electronic Policies file (Section 16) for the following College policies andprocedures pertaining to conflict of interest: Conflict of Interest Policy Conflict of Interest ProceduresThe external review panel will review the draft CPQR report and conduct site visit(s)to meet with students, faculty, graduates and potential employers. The ERP Chairwill provide a report to the CPQR team outlining any recommendations and/or issuesto be addressed in the draft report regarding program quality. The CPQR leader willreview the findings of the external review panel and make adjustments to the CPQRreport, recommendations and action plan accordingly.The final CPQR report, including recommendations and an action plan, is submittedto the Chair and Dean for approval. The approved report is presented to the ProgramQuality Review Coordinating Committee (PQRCC), which has overall responsibilityfor the CPQR process. The PQRCC was struck by the Vice-PresidentAcademic/Chief Learning Officer (VAP/CLO) and is comprised of representativesfrom management and faculty. It is chaired by the Director, Academic Quality andmay recommend to the VPA/CLO program modifications, suspension or cancellationof the program. Subsequently the CPQR report is presented to College Council, anacademic committee created by the Board of Governors comprising of 40 members,(50% of whom are faculty and 50% management), students, and support staff.College Council scrutinizes all major program modifications before they go to Boardthe Governors for approval.10.1.3. Implementation of Program ReviewThe Program Review Coordinating Committee has oversight of the Program QualityReview Process and its Annual Program Review (APR) and Comprehensive ProgramQuality Review (CPQR) processes.Corporate Communications Centennial College pg. 937and Public Relations

Section 10: Program EvaluationThe PQRCC has responsibility to ensure all action items identified through the APR aretaken to improve the quality of Centennial’s academic programs. The PQRCC will: review the APR report and analysis from CPIR; receive, review and comment on the plans for action developed by each School; ensure Schools report on the implementation of the recommended actions eachyear until they are successfully completed or adjusted as required.Having overall responsibility for the CPQR process, the PQRCC will: review and approve the list of programs to undergo the comprehensive revieweach year; identify those programs to undergo an external review; review and evaluate reports and Action Plans that result from the process; make recommendations on the reports and Action Plans, if necessary; and, monitor the impact of the review process and implementation of the Action Plan.The Manager of Program Quality within the Centre of Academic Excellence providesextensive support to program reviewers throughout the CPQR process, ensuring reviewsare done with completeness and rigor.Corporate Communications Centennial College pg. 938and Public Relations

Section 11: Academic Freedom and Integrity11. Academic Freedom and Integrity11.1. Academic Freedom and Intellectual PropertyThe Intellectual Property policy was specifically designed to promote and encourageinnovation and generate new research amongst faculty and staff. Traditional intellectualproperty (IP) policies in the Ontario College system have supported a College-owned IPmodel, whereby the College owns almost all of the IP produced by its employees. This is inon contrast to traditional IP policies in the Ontario university system, whereby IP is almostexclusively owned by faculty members. Centennial College bridges the gap between thesetwo IP ownership models as the policy articulates a shared IP ownership model negotiatedbetween the College and its employees. This allows staff members to own the IP rights toany work produced outside of their regular job duties, as well as allows faculty members toown the IP rights to all learning materials/activities that have not been commissioned by theCollege to produce. By sharing the ownership of IP, staff members are provided an incentiveto conduct research and generate materials which they can commercialize and market toboth public and private institutions.IP produced by Centennial College students in the course of their studies, shall be owned bystudents except where the College pays the student for the works they create or the studentuses College resources and facilities to create the works, outside of their courserequirements, or where the work is based on the College’s proprietary information.Centennial College aspires to pursue and disseminate knowledge, and recognizes thatacademic freedom is fundamental to the realization of the College’s commitment toacademic excellence. Academic freedom refers to the ability to engage freely and openly inscholarship, research and innovation activities. It includes the right to question andchallenge traditional norms and the freedom to define research questions, attempt to answerto those questions by way of unrestricted and proper investigative techniques and to shareknowledge gained to students, colleagues and members of the general public. The Collegehave drafted a statement of academic freedom that supports these principles.See electronic Policies file (Section 16) for the following College policies and procedures onacademic freedom and integrity: Intellectual Property Policy Academic Freedom Statement (draft)11.2. Academic HonestyCentennial has a policy that recognizes the general responsibility of the College and itsfaculty members and staff to ensure standards of academic conduct and of its students tobe aware of and comply with such standards. What constitutes breaches of academichonesty is identified as well as penalties that may be applied.Faculty members review academic honesty and the associated policy with students in class,usually at the beginning of each semester. The academic honesty policy, and students’responsibility to be aware of and follow it, is referenced on all course outlines, which facultyare obliged to provide to and review with students. The academic honesty policy is postedon the College’s policies website.Corporate Communications Centennial College pg. 939and Public Relations

Section 11: Academic Freedom and IntegrityIn addition, Centennial College includes policies and procedures related to academichonesty in all course outlines, and requires faculty to review the material in depth withstudents at the beginning of each semester.In an effort to ensure the highest academic standards, Centennial College has acquired alicense with Turnitin.com, which helps determine the originality of student generated work.The college’s approach is to use the tool, to help students understand why plagiarism is aform of academic dishonesty, and how to appropriately use and reference work which isproduced by others. While faculty members have the option of using Turnitin when studentssubmit assignments, students themselves can check the originality of their work as manytimes as necessary prior to formally submitting the assignment.Centennial College has an Interim Tariff agreement with Access Copyright, the CanadianCopyright Licensing Agency that allows an educational institution and persons acting underits authority to legally photocopy from published works within specific limits. The College hasalso adopted the ACCC Fair Dealing Policy. This permits the use of copyright protectedmaterial for the purposes of research, private study, review, criticism, or news reportingwithout permission or payment of royalties.See electronic Policies file (Section 16) for the following College policies and procedures onacademic honesty: Academic Honesty and Plagiarism Academic Honesty and Plagiarism Procedures Integrity in Research and Scholarships, section 3.1 Procedures For Responding To Inquiries Related To Integrity Fair Dealing Policy11.3. Ethical ResearchCentennial College is legally and morally committed to ensuring that research activitiesinvolving humans conducted in its name meet all ethical standards and policies accepted bythe Tri-Council (CIHR, NSERC and SSHRC). All research involving human subjectsconducted at, or under the auspices of, Centennial College follows Tri-Council guidelinesand requires ethics review and approval by the Centennial College Research Ethics Board(REB) prior to the study starting as per the College’s Research Ethics Policy. This includeswork by Centennial faculty, staff and students and researchers external to the College whointend to conduct research at Centennial. We expect researchers to be familiar with the Tri-Council guidelines on research ethics. Educational tools such as a sample application form,sample consent form, an alternate consent form, and a consent checklist are available onthe Applied Research and Innovation Centre (ARIC) website:http://www.centennialcollege.ca/applied/ethics.The use of animals in research is governed by the policies of the Canadian Council onAnimal Care. An animal care protocol must be completed and approved by the REB.See electronic Policies file (Section 16) for the following College policies and procedures onethical research standards: Research Ethics PolicyCorporate Communications Centennial College pg. 940and Public Relations

Section 11: Academic Freedom and IntegrityResearch Ethics Policy - Involving Animals, Biohazard Agents, or RadioactiveMaterialsResearch Ethics Policy - Involving Humans11.4. Online CoursesThe Online, Blended and Hybrid Modes of Delivery policy includes College direction tofollow Canadian copyright law for all digital material that might be used in online, blended orhybrid modes of delivery. The policy demands respect for digital rights managementsystems and Centennial’s Intellectual Property policy which extends to components ofeLearning courses and materials contributed to object learning repositories.See electronic Policies file (Section 16) for the following College policies and proceduresthat address copyright and intellectual property issues: Online, Blended and Hybrid Modes of Delivery Policy (draft)Corporate Communications Centennial College pg. 941and Public Relations

Section 12: Student Protection12. Student Protection12.1. Academic Calendar and Promotional MaterialIn keeping with Centennial’s commitment to equity, one of the objectives of the College is“recruiting with integrity” which focuses on the product that prospective students will receivewhen they are students of Centennial. The vision is to create a recruitment ethos that offerscomplete transparency, openness and accuracy and once those needs are clearlyunderstood, reflects constituent needs in marketing communications. Tactics includeconsistent marketing to ensure communications with potential students are not onlytransparent, accurate and consistent, but convey reality and expectations to allow them tomake informed decisions on program and college choice.When creating promotional materials (calendar, website, viewbook), Centennial College’sMarketing and Communications department follows the Canadian Code of AdvertisingStandards which sets the criteria for acceptable advertising in Canada with a focus on truth,fairness and accuracy. The department also follows the Canadian Marketing AssociationCode of Ethics and Regulatory Guidelines, a regulatory framework that governs theCollege’s conduct in marketing. To ensure accuracy, Marketing and Communications havealso developed an internal process map which ensures information is being verified byvarious relevant departments within the College.Key information about the college’s organization, policies and programs is published in theFull-Time Academic Calendar and is publically available on the College website: College mission and goals statement (calendar/website) History of the college and its governance and academic structure (website) General description of each degree program (calendar/website) Individual descriptions of all subjects in programs and their credit hours (website)Upon approval of the degree program, a specific webpage for the program will be createdwhich will include the program description, course schedule, course descriptions andacademic credentials of faculty and senior administrators.For a copy of the current college calendar, please go tohttp://www.centennialcollege.ca/ftcatalogue . The specific degree section in the calendarcan be found at http://www.centennialcollege.ca/printshop/2011-2012/degrees.pdf . Uponapproval of the proposed program, details of the program following a similar format will beadded to this section for the subsequent publication of the calendar.A copy of the viewbook can be found at:http://www.centennialcollege.ca/pdf/printshop/viewbook.pdf .12.2. Protection of Student and Consumer Interests12.2.1. Resolution of Academic Appeals, Complaints, Grievances andDisputesCorporate Communications Centennial College pg. 942and Public Relations

Section 12: Student ProtectionAt Centennial College, we are committed to building our learning, teaching and workingenvironment based on the principles of equity. We accord respect to all persons,including people of colour, women, men, First Nations, Metis or other Aboriginal peoples,members of ethno-racial groups, people with disabilities, gays, lesbians, bisexuals,trans-gendereds, transsexuals, franco-phones and all persons whose mother tongue isnot English. 3 We are committed to creating our environment through thoughtfulcollaboration and communication with all stakeholders. As such the College hasdeveloped policies (Harassment and Discrimination Prevention, Student Code ofConduct, Violence Prevention) that set out the expectations for conduct, rights andresponsibilities of all members of the college community. The purpose is to foster aclimate of respect.Procedures for dealing with complaints against students that arise (such as disruptive orviolent behaviour, breach of student code of conduct, harassment or discrimination)ensure fair and equitable processes are taken for investigation and determination of aresolution.The Student Relations Office responds to conflicts between students, and betweenfaculty/staff members and students that arise in a non-academic context. A key memberof this Office is the Conflict Coach who will offer advice on the complaints process,interpret relevant College policy, assist in defining the issues, and assist students withnavigating the system and communicating effectively. The Conflict Coach also receivesand acts upon complaints, mediates issues where possible, resolves disputes in informalprocesses and may impose sanctions where appropriate. The Student Relations Officefollows the guiding principle of “procedural fairness” to ensure equitable resolution.For academic matters, students have a right to appeal a grade that they feel wasawarded in error or unfairly. Clear policy exists that outlines the procedures for academicappeal as per the Grades Appeal Policy.See electronic Policies file (Section 16) for the following College policies and procedureson the resolution of student academic appeals, complaints, grievances and otherdisputes: Grade Appeals Policy and Procedures Harassment and Discrimination Prevention Policy Harassment and Discrimination Prevention Procedures – Complaints AgainstEmployees Harassment and Discrimination Prevention Procedures – Complaints AgainstStudents Student Code of Conduct Policy Student Code of Conduct Complaints Procedure Student Code of Conduct: Hearings and Appeals Admission Standards Policy, section 13 Violence Prevention Policy Violent and Criminal Incident Response Procedures12.2.2. Security of Academic Student Records3 OPSEU Statement on Harassment and DiscriminationCorporate Communications Centennial College pg. 943and Public Relations

Section 12: Student ProtectionCentennial College abides by the requirements of the Freedom of Information andProtection of Individual Privacy Act with regard to any information collected fromstudents in the admission process.Centennial’s Data Management Policy provides a common basis of understanding ofinstitutional data, including data related to students such as grades, contact information,financial aid information, and records pertaining to academic or non-academicdisciplinary action. The policy identifies such data a “limited access”, making it availableonly to employees with a clear business need for access. How data is to be collectedand used with respect to the privacy of individuals is identified. The roles andresponsibilities accompanying the use of institutional data and its management by allmembers of the Centennial College community are defined in order to promote andsafeguard the integrity, security, and appropriate access to institutional data.The Student Record Retention Procedures stipulates the management and duration ofretention of specific types of student records. The procedures call for appropriatedisposal of records at the end of the retention period that ensures confidentiality(shredding and purging of electronic data).See electronic Policies file (Section 16) for the following College policies and procedureson the security of academic student records: Data Management Policy Student Record Retention Procedures Admission Standards Policy, sections 3.4 and 1212.2.3. Payment Schedule of Fees and ChargesUpon receiving an applicant’s confirmation of acceptance, Enrolment Services willcontact them with further instructions on how to pay tuition. A fee statement issubsequently sent out to applicants. The deadline for payment of fees will be posted onmyCentennial, the online student portal. Students may pay fees for one or twosemesters at a time using several payment methods. Information on payment methods,options and late-payment fees are posted on the College website:http://www.centennialcollege.ca/admissions/paytuition . A fee schedule can also befound in the College calendar.12.2.4. Student DismissalStudents may be required to withdraw from a course, program or the College for “justcause”, e.g. for consistent failure to meet course or program objectives, academicperformance that results in Academic Suspension for a second time, plagiarism,cheating, breach of acceptable behaviour and/or inappropriate behaviour within alearning environment, failure to pay fees, or submission of false documents orinformation for admission purposes. Students who violate the College policies andprocedures are subject to sanctions which may include suspension or expulsion.Formal processes for resolving complaints under the Student Code of Conduct,complaints of harassment or discrimination, or investigation of potential breaches ofacademic honesty may take place depending on the severity of the incident. Anyresulting recommendations for suspension or expulsion will go to a hearing committeeCorporate Communications Centennial College pg. 944and Public Relations

Section 12: Student Protectionwhich will determine if the recommended penalty should be upheld. Students maypetition the College Appeal Board to appeal the decision of the committee.See electronic Policies file (Section 16) for the following College policies and proceduresthat govern student behaviour and conduct and pertain to causes for student dismissal: Academic Standings and Progression toward Graduation, Withdrawal, Dismissal,Appeal, Graduation and Re-admission Policy for College Degree Programs Disruptive Student Behaviour in the Classroom and Other LearningEnvironments Policy Harassment and Discrimination Prevention Policy Harassment and Discrimination Prevention Procedures – Complaints AgainstStudents Academic Honestly and Plagiarism Policy Academic Honesty and Plagiarism Procedures Student Code of Conduct Policy Student Code of Conduct - Complaints Procedure Student Code of Conduct – Hearings and Appeals Violence Prevention Policy Violent and Criminal Incident Response Procedures12.2.5. Withdrawals and RefundsThe Withdrawal from a Course, Program or College Procedures make it clear tostudents the possible consequences of voluntary withdrawal and explains how towithdraw without academic penalty and with partial refund. Students must officiallywithdraw by the posted deadlines using the “Withdrawal Form”. Certain minimum nonrefundablefees may apply.See electronic Policies file (Section 16) for the following College policies and procedurespertaining to withdrawals and refunds: Academic Standings and Progression toward Graduation, Withdrawal, Dismissal,Appeal, Graduation and Re-admission Policy for College Degree Programs Withdrawal from a Course, Program or College Procedures Grading Policy, section 5.812.3. Awareness of Policies and ProceduresAll policies and procedures that students should be aware of for the protection of theirinterests are publically accessible and can be found on the college’s policies website:http://www.centennialcollege.ca/AboutCentennial/policies. Included on the site are currentpolicies pertaining to the following: Admissions – Admission Standards Policy and Procedures Credit transfer arrangements for incoming students – Transfer Credit Procedures Credit transfer arrangements with and recognition by other institutions –Recognition of Prior Learning Policy Entrance examinations – Admission Standards Policy and ProceduresCorporate Communications Centennial College pg. 945and Public Relations

Section 12: Student ProtectionPrior learning assessment – Prior Learning Assessment and RecognitionProceduresGrading – Grading PolicyAcademic honesty – Academic Honesty and Plagiarism Policy and ProceduresIntellectual property rights – Intellectual Property PolicyStudent dismissal – Academic Standings, and Progression toward Graduation,Withdrawal, Dismissal, Appeal, Graduation and Re-admission Policy for CollegeDegree ProgramsDispute resolution – Student Code of Conduct – Complaints Procedure;Harassment and Discrimination Prevention ProceduresWithdrawals and refunds - Academic Standings, and Progression towardGraduation, Withdrawal, Dismissal, Appeal, Graduation and Re-admission Policyfor College Degree Programs; Withdrawal from a Course, Program or theCollege ProceduresAll of these policies can be found in the electronic Policies file (Section 16).All pertinent information regarding credit transfer arrangement, international studentsstudent transfer, admission requirements, payment of fees, withdrawals and refunds can befound on the college’s Admissions site: http://www.centennialcollege.ca/Admissions.The college Calendar summarizes all of the information above in the Academic Policies andProcedures section of the college Calendar:http://www.centennialcollege.ca/printshop/academicpolicies.pdf.Specific information about the program, method of delivery and specific entrancerequirements can be found on the program-specific website:http://www.centennialcollege.ca/Programs/ListPrograms.aspx . Admission requirements foreach program are listed in the college calendar:http://www.centennialcollege.ca/printshop/admissions.pdf. The calendar has a section fordescriptions, course schedule and method of delivery of degree programs:http://www.centennialcollege.ca/printshop/degrees.pdf.Student support and services can be found on the college’s Student Service website:http://www.centennialcollege.ca/studentservices. Relevant policies can also be found on thepolicies website: http://www.centennialcollege.ca/AboutCentennial/policies. The Student LifeEnhancement (http://www.centennialcollege.ca/printshop/studentlife.pdf) and StudentServices (http://www.centennialcollege.ca/printshop/services.pdf) sections of the collegeCalendar provide relevant information about student support and services.Tuition, scholarships, bursaries and other financial assistance can be found on the college’sFinancial Aid site: http://www.centennialcollege.ca/FinancialSupport. There is also aFees/Tuition section in the college Calendar and Viewbook.In the event that the college ceases normal operations a notice with instructions is posted onthe homepage of the College website and the student portal, an automated voice messageis put on the main phone system and relevant news agencies are notified.Corporate Communications Centennial College pg. 946and Public Relations

Section 12: Student Protection12.4. Information Provided Regarding Blended, Hybrid or Online DeliveryThe drafted Centennial policy governing online, blended and hybrid modes of delivery statesthat students shall be informed in advance regarding the requirements (technical,personal/learning, financial) for participation in such programs or courses. Programs that aredelivered online would indicate this mode of delivery in the full-time calendar and on theprogram website.All course outlines for degree programs include a section for Delivery Methods. Should acourse be delivered online or in a blended or hybrid mode it will be stated in this section.Expectations of students and what they can expect with regards to the method of deliverywill also be explained here.Access to technical support is available to students online, by phone and by email. Contactinformation, locations and hours of the IT Client Support Helpdesk are readily available onthe College’s internet site and on myCentennial, the student portal. When student log in toeCentennial (the LMS) they have access to in-depth guides for using the features and toolsof the LMS.See electronic Policies file (Section 16) for the following College policies and procedurespertaining to information provided regarding blended, hybrid or online delivery: Online, Blended and Hybrid Modes of Delivery Policy (draft)Corporate Communications Centennial College pg. 947and Public Relations

Section 13: Economic Need13. Economic NeedCorporate Communications and public relations is a dynamic sector that continues to showpositive growth, and the proposed Bachelor of Corporate Communications and Public Relationsprogram will provide students with the skills necessary to enter and succeed in the industry.The growth of social media, an increased focus on financial accountability and the need tomanage corporate reputations, stakeholder demands for social responsibility and the complexnature of the global economy are just a few of the factors driving the increased roles andresponsibilities for corporate communicators and public relations practitioners. Centennial’sdegree will provide graduates with a strong foundation to build successful careers in multiplesectors of the public relations industry.In determining the economic need, Centennial College analyzed the following: Research conducted on behalf of the college through Insignia Research Review of data provided by the Canadian Public Relations Society, InternationalAssociation of Business Communicators and other industry sources Statistics from the Government of Canada Commentary and statistics from U.S. and international sources including the U.S.Department of Labor and the Public Relations Society of America Current program offerings Informal research with students and employers13.1. Job OutlookIn January 2012, Matthew Harrington, president of Edelman U.S., one of the largest publicrelations agencies in the world said “I’ve never seen a more exciting time for the PRindustry.” 4 His comment indicates a positive trend for the industry despite a falteringeconomy. This positive outlook for the public relations industry, particularly given theincreasing importance of social media, is shared by many. The Economist has noted “Therise of the Internet and social media has given PR a big boost.” 5 Greg McKinnon, a Torontobasedrecruiter who specializes in emerging businesses and technologies, included “socialmedia strategist” as a “job of the future,” with forecast double-digit growth over the nextdecade. 6 In March 2012, U.S. News & World Report, in its “Best Jobs: 2012,” named“Public Relations Specialist” as the number one job in the “Creative Services” category, witha forecast for 22.5% growth between 2010 and 2020 in the United States (U.S. Bureau ofLabor Statistics). 7In Canada, the industry has remained strong through the recession and slow economicrecovery. As an example, unemployment in the sector trended well below the nationalaverage, averaging 4.18% compared to a national average of 8.01% in September 2009.(www.jobfutures.ca, 2010, NOC Code 5124, now www.workingincanada.gc.ca). A survey of4 PR Daily, January 10, 20125 The Economist, January 14, 20106 Globe and Mail, October 1, 20107 U.S. News & World Report, http://money.usnews.com/money/careers/articles/2012/02/27/best-jobs-2012-public-relations-specialistCorporate Communications Centennial College pg. 948and Public Relations

Section 13: Economic Needrecent outlooks for the profession across different regions of the country show a forecast ofgood to fair, with the strongest growth in Western Canada.This is supported by Service Canada, which notes in its outlook for ProfessionalOccupations in Public Relations and Communications, last updated in December 2010, that“Over the last few years, employment in professional occupations in public relations andcommunications has risen significantly. The increase is due to the growth in companydemand for communications in order to reach both internal and external clienteles. Thissignificant rising trend in employment should continue over the next few years.” 8Research conducted in 2007 by the Canadian Public Relations Society and cited in its“Pathways to the Profession” notes a “real need for PR and CM education to ‘round out’ theskill set of current and future practitioners” indicating there is a demand for juniormanagement level public relations professionals. The document also notes that a survey ofCPRS membership in 2008 showed that 29-34% of members would be eligible forretirement over the next four to 10 years. Research looking at public sector employersacross Canada cited by CPRS also shows a growing demand for junior and mid-levelpractitioners to train to replace senior practitioners expected to retire over the next decadeas baby-boomers leave the workplace.Informal surveys of job listings in the Toronto area show continued strong demand forcorporate communicators and public relations practitioners across all sectors. In 2011,IABC Toronto listed more than 200 positions on its “Career Line”. Employment opportunitiesare strong for graduates from Centennial College’s Ontario Graduate Certificate program,with Key Performance Indicator surveys conducted by the province showing a consistentemployment rate of between 70 and 80% six months after graduation. A poll of graduatesfrom 2011 (approximately 70 students) showed more than 80% are currently working.Centennial also continues to see strong demand for students to participate in workplacements. The Ontario Graduate Certificate program includes an eight week FieldPlacement, and the college currently has more than 70 positions advertised for its 49students for placements beginning in April 2012.13.2. Importance of Business FocusThe strong interrelationship between a business education and corporate communicationsand public relations has been noted at several points in this submission. In developing itsBachelor of Corporate Communications and Public Relations, Centennial College’s Schoolof Communications, Media and Design partnered with the School of Business to create aunique degree offering that recognizes this interrelationship. Consultation with the ProgramAdvisory Committee, employers, graduates and current students have shown this to beextremely desirable, with many noting it is a “winning combination.”CPRS noted in the “Pathways to the Profession” that their research showed employersidentified several gaps in current public relations education, including the ongoing need for“higher exposure to business practices including a fundamental understand of8 Service Canada: http://www.servicecanada.gc.ca/eng/qc/job_futures/statistics/5124.shtmlCorporate Communications Centennial College pg. 949and Public Relations

Section 13: Economic Needmanagement, economics, financial management, organizational behaviour, projectmanagement, self direction and leadership skills.” 9The recognition of the interrelationship between business and public relations is also beingseen in top business schools. A December 2011 article in Bloomberg BusinessWeek titled“Public Relations: Coming to a B-School Near You,” quoted a survey of 204 businessleaders in the United States by the Public Relations Society of America (PRSA) which saw98% saying M.B.A. programs needed to incorporate corporate communication andreputation management into the curriculum. Five top business schools will be participatingin a pilot program in 2012/13 that will see a course in Corporate Communications added tothe curriculum. 10Centennial’s proposed program will be the first of its kind in Canada to offer a mix ofcorporate communications, public relations and business courses in its curriculum. (seeSection 14: Duplication). The college believes this will create a strong, dynamic programattractive to students and employers. In addition, the strong commitment to liberal studiesand the breadth offering will produce well-rounded graduates equipped with not onlyprofessional skills, but also a broad understanding of the world in which they live and willwork or study.13.3. Market ResearchIn researching a range of degree options, Centennial College contracted Insignia Researchto conduct research with prospective students and employers, looking at appropriateness ofthe degree name, interest in enrollment and the hiring of graduates.For the Bachelor of Corporate Communications and Public Relations, Insignia found thedegree name to be appropriate, the employer interest at a “medium” level and consistentwith other programs, student interest to be low. Insignia noted that this is “leading edge”program and that employers reacted well to it. The low student interest reflected a lack ofunderstanding of the field, and Insignia noted significant potential for the program if outreachwas done to high school students. It also noted the strong growth prospects in the industry,and the positive reaction the proposed degree got from employers.Insignia, in its summary, stated:Despite the apparently low interest by students, we strongly recommend that thisprogram be launched. This recommendation is based on decent, and growing, employerinterest in the area as well as the opportunity for Centennial to establish themselves asthe leading edge program in the area. If our projections in the area are correct, then theentire area of corporate / strategic communications will expand significantly over thenext 5-10 years and, with this program, Centennial is situated to be at the leadingedge. 11The complete research for the proposed Bachelor of Corporate Communications and PublicRelations degree follows.9 CPRS Pathways to the Profession, page 710 Bloomberg BusinessWeek, “Public Relations: Coming to a B-School Near You”, December 7, 201111 Insignia Research, Centennial College Proposed Degree Programs, Page 21Corporate Communications Centennial College pg. 950and Public Relations

Section 14: Duplication14. DuplicationThe majority of public relations focused-education in Ontario is offered at the college levelthrough diploma and advanced diploma programs for direct entry from high school, and postgraduateprograms for students with university degrees or advanced diplomas from colleges.There are two college degree programs directly comparable to Centennial’s proposed degree,offered at Humber College in Toronto and Conestoga College in Kitchener.Several Ontario universities offer baccalaureate programs in Communications Studies, many ofwhich include courses on communications management, social media and media theory. Threeuniversities, Ryerson University, McMaster University and WesternUniversity now offer diploma or certificate programs in public relations at the post-graduatelevel.There are existing agreements between Ontario colleges and universities which allow forconcurrent studies to complete diploma or post graduate certificates at the same time asuniversity degrees. The University of Ottawa offers a Bachelor of Public Relations throughpartnerships with Algonquin College and La Cité collégiale.There are currently three Ontario colleges offering three-year advanced diploma programs inpublic relations, and four offering two-year diploma programs (English and French). There areeight post-graduate certificate programs in Ontario, including the program currently offered byCentennial College.The following provides an overview of the college and university offerings in public relations andhow they compare to Centennial’s proposed Bachelor of Corporate Communications and PublicRelations.14.1. Similar College ProgramsThere are three distinct offerings for students wishing to study public relations at an Ontariocollege:College Bachelors Degree (direct entry) – Four yearsDiploma or Advanced Diploma (direct entry) – Two or three yearsOntario Graduate Certificate (university degree or college diploma required) – OneyearThe primary target for the Bachelor of Corporate Communications and Public Relationsprogram are students entering directly from high school. The college anticipates, however,there will be students seeking entry with advanced standing from diploma programs, andalso the potential for students with university degrees to consider the program as analternative to a post-graduate certificate program.Given there are comparable degree programs being offered, this document examinesprimarily the similarities and differences between the Centennial program and the twodegree programs currently available.Corporate Communications Centennial College pg. 956and Public Relations

Section 14: Duplication14.1.1. College Degree ProgramsThere are two college degree programs which are directly comparable to the Bachelor ofCorporate Communications and Public Relations proposed by Centennial College. Theyare offered at Humber College in Toronto and Conestoga College in Kitchener. Bothprograms were launched in Fall 2011.The Humber College and Conestoga College bachelor programs both offercomprehensive public relations education across four years, with strong mix oftheoretical and practical courses, along with required liberal arts electives and studentwork placement. Looking at these two programs in conjunction with the Centennialprogram, common curriculum themes emerge and all three reflect best practices inpublic relations education built on provincial and industry professional standards. Allthree programs include a focus on research and a capstone project in the final semester.Humber offers one work placement, between years three and four, while Conestogaoffers three placements which are placed in different semesters in years two, three andfour (based on an 11 semester model).Centennial’s proposed Bachelor of Corporate Communications and Public Relationsdiffers from the two existing college degree programs on several key points. Theprimary difference is the ten core business courses (See Section 4: Program Content)included in the curriculum of the Centennial program that address specific skillsnecessary for building a strong business foundation. The Humber and Conestogaprograms include a small number of business courses (see chart) that do not match thescope and depth of those offered by Centennial.As noted in the Section 13 (Economic Need) there is an increasing demand forcorporate communicators and public relations practitioners that have a solidunderstanding of how business operates and the interrelationship between strategiccommunications and business functions.Another key difference is the strong focus on breadth and liberal arts courses inCentennial’s proposed program. Centennial is mandating courses in four key areas:communications, statistics, research and ethics along with a course in Global Citizenshipand Equity, along with electives from five specific disciplines. This specificallyaddresses Centennial’s program outcome to: “Analyze and appraise the social, cultural,political and economic aspects of a diverse society and world in which graduates will liveand participate as globally competent professionals and global citizens.”The other significant difference is the placement of the required work term. Centennial isrequesting to place the work term after Semester 8, immediately prior to graduation.This request comes directly from the Program Advisory Committee which votedunanimously in favour of the placement. The primary reason is that employers wish tohire students after providing the training required for a 14 week placement. This is notpossible if the students are required to return to school.The following looks specifically at the offerings in these two key areas at each institution.Humber CollegeCorporate Communications Centennial College pg. 957and Public Relations

Section 14: DuplicationBusiness Courses: BUS300: Consulting Skills (Semester 5) BUS450: Public Affairs (Semester 6) (offered as CC&PR course by Centennial) BUS421: Change Management and Communications (Semester 7) BUS352: Cross Cultural Communications (Semester 8)Liberal Arts Electives:Students are required to take seven Liberal Arts Breadth Electives over the course of thefour year program. Courses are offered in a number of disciplines, however thererequirements as to which courses students take, or from what disciplines.Work Placement:Humber’s work placement is offered between Semester 6 and 7 (years three and four).Conestoga CollegeBusiness Courses: BUS1190: Introduction to Business with International Applications (Level 1) MGMT2190: Project Management I (Level 4) BUS3150: Fundamentals of Finance (Level 6) MGMT4000: Project Management II (Level 10) MGMT 4020: Corporate Social Responsibility (Level 11)General Education Electives:There are four required Liberal Arts courses:LIBS7170: Critical and Creative Thinking SkillsLIBS7150: Personal Awareness and Group DynamicsLIBS7200: World CulturesLIBS7190: Ethical Reasoning SkillsIn addition, Conestoga mandates 36 hours of “General Education” in each of sevenseparate semesters; there is no requirement for allocation of courses within disciplines.Work Placement:Conestoga offers three “Co-op Work Terms” in Levels 5, 7 and 9 (based on a 11 levelsor semesters).Table 34 provides a summary of the analysis of major similarities and differencesbetween the proposed program and similar college degree programs.Name of Program &CredentialBachelor of PublicRelationsTable 34: Differentiation of Similar College Degree ProgramsInstitution Differences SimilaritiesHumber College4 Business coursesversus 10 for Centennial7 Liberal Arts courses(subjects not mandated)Variety of curriculumcovering majorcorporatecommunications andCorporate Communications Centennial College pg. 958and Public Relations

Section 14: Duplicationversus 5 specificallyrequired courses and 5discipline specific coursesfor CentennialCentennial has specificcourse in Measurement &MetricsCentennial has AdvancedSocial Media coursewhich includes designingand implementing onlineresearch projectField Placement offeredbetween Semesters 6 and7 at Humber, as opposedto the end of Semester 8at Centennialpublic relationsdisciplinesHigh level ofscholarship culminatingin capstone courseEmphasis on publicrelations researchStrong focus on writingProvides strongfoundation in theoryand practice of publicrelationsApplicable for studentswishing to pursuegraduate studiesBachelor of PublicRelationsConestoga College5 Business coursesversus 10 for Centennial4 mandated Liberal Artscourses versus 5 forCentennial 36 hours/semester for 7semesters for “GeneralEducation” coursesversus 5 disciplinespecific courses forCentennialCentennial has specificcourse in Measurement &MetricsAdvanced Social Mediacourse which includesdesigning andimplementing onlineresearch project3 Work Terms offered inLevels 5, 7 and 9 (Years2, 3 and 4) as opposed toone at the end ofSemester 8 at CentennialVariety of curriculumcovering majorcorporatecommunications andpublic relationsdisciplinesHigh level ofscholarship culminatingin capstone courseEmphasis on publicrelations researchStrong focus on writingProvides strongfoundation in theoryand practice of publicrelationsApplicable for studentswishing to pursuegraduate studiesMandated generaleducation coursesincluding coursefocused on worldcultures14.1.2. College Diploma ProgramsCorporate Communications Centennial College pg. 959and Public Relations

Section 14: DuplicationThere are currently six college diploma programs offered at Ontario colleges: threediploma and three advanced diploma programs. Centennial College does not offer adiploma program. Diploma programs are offered in English at Algonquin College,Canadore College and Conestoga College, and in French by La Cité collégiale in Ottawaand Toronto. They provide students with a broad overview of public relations theory withpractical courses to give students a basic understanding of public relations. Studentsalso take provincially mandated general education courses. The programs at Algonquinand Canadore include a field placement.Advanced diploma programs are offered at Cambrian College, Durham College andHumber College. They offer a more in-depth program of study than the two yeardiploma, offering a broader range of courses. All three programs offer a field placement.While there are some similarities between diploma programs and the Bachelor’sprogram proposed by Centennial with respect to foundation courses, the level ofscholarship in the degree program is considerably higher, along with the programoutcomes which are designed to produce graduates with a stronger foundation in publicrelations, greater depth in breadth courses and the ability to pursue more senor positionsin corporate communications and public relations, or post graduate studies.Table 35 provides a summary of the analysis of major similarities and differencesbetween the proposed program and college diploma and advanced diploma programs.Table 35: Differentiation of Similar College Diploma and Advanced Diploma ProgramsName of Program &CredentialOntario CollegeDiploma & AdvancedCollege DiplomaInstitution Differences SimilaritiesDiplomaAlgonquin CollegeCanadore CollegeConestoga CollegeLa Cité collégialeAdvanced DiplomaCambrian CollegeDurham CollegeHumber CollegeStronger foundation intheory and practice ofpublic relations in degreeprogramEmphasis on publicrelations and businessresearch in degreeprogramHigh level of scholarshipculminating in capstonecourse for degreeDegree includes 10 corebusiness coursesIn depth focus on socialmedia including designingand implementing onlineresearch projectDegree programoutcomes addressbroader goals includingglobal citizenship andTargeted to direct entryfrom high schoolAssumes minimum tono knowledge of publicrelationsProvides introductorypublic relations andmedia coursesBoth focus ondeveloping strongwritten and oralcommunicationsschoolsBoth degree anddiploma programs havefield placementsCorporate Communications Centennial College pg. 960and Public Relations

Section 14: Duplicationlifelong learningDegree has strongerfocus on breadth coursesincluding mandatedcourses in core disciplinesDegree is applicable forstudents wishing topursue graduate studies14.1.3. Post-Graduate Certificate ProgramsThere are currently eight colleges offering graduate certificate programs in Ontario,including Centennial College. Centennial’s college degree program has beendeveloped, in part, using the knowledge acquired through the evolution of the publicrelations education at Centennial, which started as a two year diploma program inOrganizational Communications in 1980. Centennial’s program was transitioned from adiploma to graduate certificate in 2000.In addition to Centennial College, graduate certificate programs are offered at CambrianCollege, Fanshawe College, Humber College, Loyalist College, Mohawk College,Niagara College and Seneca College.Graduate Certificate programs are targeted to students who have completed a universitydegree or advanced college diploma in a discipline other than public relations. Theyprovide a “fast-track” intensive program that does not include the breadth courses foundin the degree or diploma programs.These programs address a completely different market than the proposed collegedegree and will continue to provide an option for students graduating from university orcollege who wish to pursue graduate studies in public relations. Centennial intends tocontinue to offer its graduate certificate program.14.2. Similar University ProgramsThere are a broad range of communications-focused programs offered at the undergraduatelevel across Ontario. For the most part, students obtain a baccalaureate degree in arts orapplied arts with a communications major. Currently there are no degrees in public relationsoffered completely through an Ontario university. One university, the University of Ottawa,offers a Bachelor of Public Relations program offered through partnerships with AlgonquinColleges and La Cité collegial.Students do have the option to work towards a diploma or graduate certificate in publicrelations through programs. These are available at the University of Guelph Humber(Bachelor of Applied Arts and Diploma in Media Studies) and through an agreementbetween York University and Centennial College (Bachelor of Arts and Ontario GraduateCertificate). Post-graduate diploma and certificate programs are offered by McMasterUniversity, Ryerson University and Western University.Corporate Communications Centennial College pg. 961and Public Relations

Section 14: DuplicationLooking specifically at university programs focused on communications studies, the primarydifference between these programs and Centennial’s proposed degree is the concentrationon applied learning. With Centennial’s program, students will be given a strong combinationof theory and practice in the areas of public relations and business, which culminates in acapstone project followed by a work placement where students can directly demonstratewhat they’ve learned through the course of their studies. While university programs providestudents with a foundation in communications theories and principles, they do not providethe learning outcomes necessary for careers in corporate communications and publicrelations. This is reflected in the number of very successful graduate certificate programs inpublic relations offered across the province which attract primarily university graduates incommunications studies.Centennial’s requirement to complete mandated breadth courses along with liberal artselectives from five core disciplines (Social Sciences, Humanities, Natural Sciences, Arts andPhilosophy) will ensure students receive a strong liberal arts education concurrently with theapplied learning in the Bachelor of Corporate Communications and Public Relations.Table 36 provides a summary of the analysis of similarities and differences between theproposed program and the 5 most similar Ontario university programs.Table 36: Differentiation of Similar University ProgramsName of Program &Credential1. B.A. in PublicRelations2. B.A. inContemporaryStudies (PublicRelations Option)3. B.A. or iB.A. inCommunicationsInstitution Differences SimilaritiesUniversity of Ottawa Wilfred LaurierUniversityOffered in conjunction withAlgonquin College (English)and La Cité collegial(French)Requires study at twoinstitutionsPublic relations courses aredelivered at diploma levelNo business focusedcoursesNo work term or internshipFour credits withinContemporary StudiesprogramProvides introductory levelcourses in writing, publicrelations and media relationsNo work term or internshipNo business focusedcourses mandatedWriting taught fromjournalistic perspectiveYork University Four primary areas of studies(Media, Culture & Society,Includes courses offered atuniversity level in researchand communicationstheoryStudents gain liberal artseducation with appliedlearning through collegeprogramSome focus onorganizationalcommunicationsTeaches some appliedskills, e.g. media writingand media relationsFocus on researchmethods and criticalCorporate Communications Centennial College pg. 962and Public Relations

Section 14: DuplicationStudies4. B.A. inCommunicationUniversity of OntarioInstitute ofTechnologyPolitics & Policy, CriticalTechnology Studies andInterpersonal &OrganizationalCommunicationsStrong focus on theoreticaland methodologicalapproaches tocommunicationsNo business focusedcoursesNo work term or internshipIncludes broader computerand technology-focusedcurriculumNo business focusedcourses mandatedNo work term or internshipthinkingMedia, Culture & Societyand Interpersonal &OrganizationalCommunications streamsoffer some comparablecourses at foundation levelProgram most similar toproposed CentennialdegreeIncludes mix of theoreticaland applied learning5. B.A. inCommunications StudiesMcMaster University Broader focus on “humancommunication” beyondscope of professionalcommunicationsCovers broad spectrum ofcommunications fromtheoretical perspectiveincluding mass media,cultural studies,performance, linguistics andmoreIncludes strong researchfocusInternship offeredCourses on professionalcommunications includingpublic relationsCorporate Communications Centennial College pg. 963and Public Relations

Section 15: Optional Material15. Optional MaterialThere is no other information related submitted as part of this application.Corporate Communications Centennial College pg. 964and Public Relations