Strategic Communication in MBA Curricula: A Qualitative Study of Student Outcomes

Abstract

Using qualitative methods, this study demonstrates that the strategic communication curriculum is an important MBA program component. An audit was performed of syllabi used by schools teaching strategic communication as part of the Public Relations Society of America’s MBA/Business School Program. Interviews were then conducted with 20 respondents composing a purposive nonrandom sample of those who completed a course associated with Public Relations Society of America’s MBA/Business School Program. Researchers interpreted data using qualitative research approaches. Findings show that (a) crisis communication is a common topic in MBA-level strategic communication classes, (b) the inclusion of strategic communication curricula in MBA programs promotes new perspectives regarding the role of the public relations professional, (c) completion of MBA courses in strategic communication may advantageously position students for advancement in marketing and management positions, and (d) MBA students value case studies and interpretative analysis of real-world situations as part of strategic communication curricula.