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October 2009

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UST MBC Director’s Memo 10.09

People sometimes ask me “What’s an MBC?” Fortunately, there’s a pretty straight forward answer.
The short version about MBC, in 50 words or less: The UST MBC immerses students, alongside MBAs, in traditional graduate level business courses that provide the language and cultural context necessary for exceptional business communication, while including specialized courses on communication leadership and strategy that prepare students to excel in any aspect of corporate or marketing communications management they choose.
Experienced communications professionals will likely tell you that there were few, if any, business courses in the core curriculum of their undergraduate degrees. A minority of these people might have had the foresight to choose a minor in business, but for the majority, business represented a foreign language and culture on commencement day. But because communications practitioners primarily serve businesses (or non-profits run in a very business-like environments), the result can be like sending an army of American journalism majors to Quebec to run a newspaper – they understand less than half the language, not to mention the rest of the culture. This doesn’t mean they can’t do good work eventually – there is just a steep learning curve.
Ultimately what does this mean? UST MBCs understand both the context of business and the strategic potential of communication for an organization.
Some MBC students don’t like math. Some finance majors don’t like marketing. Some accountants don’t like writing policy memos.
The point is… Opus College of Business students do it all anyway… because developing leadership in any management function requires the ability to provide cross functional understanding, regardless of discipline focus or ultimate career responsibilities. That means communicators need to understand a balance sheet and how company messages impact goodwill, equity and the corporate bottom line. MBC graduates get this, and other business concepts needed to deliver better consultation to senior management – specifically because they can speak the language of business and can bring the theory behind persuasive communication into practice.
That’s what an MBC is.