Análisis de datos

The expansion of ecommerce, web analytics and business analysis drives the need to design interactive web applications to collect, retrieve and act on the data in a timely manner. This course will examine data manipulation involving PHP, SQL, XML and others. Concepts will be integrated with business practices to develop students’ skills in client management, assessing needs, and the ability to adapt with new media and technology. Web design and integration with CMSs will be presented as well. Project management, communication and organizational skills are threaded into activities in addition to the completion of the student’s professional portfolio. (Pre-requisites: Program courses 1,2,3, and 4)

Overview of topics to be covered in the course:

 Getting started with PHP and MySQL

 Components of data driven websites: forms, control structures, databases, creating functions, files and directories

 Working the client: needs assessment, business planning, proposal writing

 Internet business models and strategies

 Operations and maintenance as related to the business model

 Security and controls

 Business intelligence systems: technologies, implementation, data warehouses, success

factors

 Ethical and legal standards

 Project management principles

March 16, 2015

To: Certificate and Diploma Committee, Undergraduate Council and Senate From: Dr. Ana Moro, Associate Dean, Faculty of Humanities

RE: Proposal for Certificate in Web Design

--- I have reviewed the Certificate in Web Design program submission presented by the Centre for Continuing Education. I have determined that it meets all the criteria set out by the Undergraduate Council in its guidelines for certificates and diplomas and we, therefore, endorse this submission with the support of the Faculty of Humanities.

Dr. David Harris Smith, Associate Professor, Department of Communication Studies and Multimedia, Faculty of Humanities reviewed the proposal. His conclusion is that the objectives of the proposed program are viable, that the courses included in it will fulfill the stated objectives and meet Undergraduate Council’s criteria for the designation of “Certificate”. I concur with this assessment.

The Faculty of Humanities is pleased to have a high quality program such as the

Certificate in Web Design to meet the needs of people wanting to work in this field. We support this CCE program as their academic affiliates, providing both the initial

submission review and overview of ongoing curriculum issues. Additionally, we have provided CCE with the guidelines needed by their students for possible use of the advanced standing rules for students entering our degree programs using credit from completion of this program.

Sincerely,

Dr. Anna Moro

DATE: March 9, 2015

TO: Dr. Anna Moro,Associate Dean, Faculty of Humanities

FROM: Dr. David Harris Smith, Assistant Professor

SUBJECT: Evaluation of Certificate in Web Design Program Proposal for the Centre for Continuing Education (CCE)

At your request, I have reviewed the proposal for the Certificate in Web Design to be offered through the Centre for Continuing Education (CCE). I have examined the overview each of the proposed courses and my finding is that each course meets the standards necessary to be an academic course with 3.0 units of advanced credit value as indicated in the proposal.

My examination of the material and content covered in each course, as well as the teaching and testing methods, concurs that the proposed courses are of the intellectual rigour comparable to that found in undergraduate degree courses. The academic

submission indicate that the courses will be taught by qualified individuals (possessing a master’s degree or equivalency), as defined by Undergraduate Council Certificate and Diploma requirements. The students taking the courses will meet the minimum requirements set out in the Policy on Certificates and Diplomas for Undergraduate Council.

Since the courses meet all these criteria as set out in the Policy on Certificates and Diplomas for Undergraduate Council, I have arrived at the conclusion stated above. Sincerely,

1 Date: March 4, 2015

To: Mr. Kevin Dunn (Chair) Certificate and Diploma Committee From: Carolyn McEwen, Acting Director, Centre for Continuing Education Cc: Dr. Susan Giroux, AVP (Faculty)

Leahann Hendrickse, Program Manager, Centre for Continuing Education Re: Public Relations (Certificate and Diploma) Program

I am writing to request your support in the closure of the Public Relations (PR) program offered through the Centre for Continuing Education (CCE).

History

In 2007, the Degroote School of Business (Terry Flynn, APR, Program Director) launched a Master of Communication Management program that catered to senior level public relations practitioners

currently working in the field. Dr. Terry Flynn’s objective, according to the Academic Submission, was to position McMaster University as an education leader in the public relations/corporate communications field. CCE developed the certificate and diploma programs to complement the master’s program and fit with the overall positioning.

In the original Academic Submission from 2008, the market for a Public Relations program was identified has having 6 possible segments:

1. People who are not working in a public relations role and want to change careers; 2. People who are currently working in a public relations role and want to upgrade their

knowledge and skills;

3. People who want to validate their knowledge by receiving a McMaster certificate/diploma; 4. Recent degree graduates who want to pursue a professional focus;

5. People within any organization who want to communicate better with their stakeholders; and 6. Managers who have public relations as part of their role.

Current Situation

The demographics of students currently registered in the program are somewhat reflective of the target audience described in the program’s original submission. The program tends to attract recent graduates

Centre for One James North Phone 905.525.9140

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Education Hamilton, Ontario Fax 905.546.1690

2 who want to pursue a professional focus and people who wish to learn how to communicate better with stakeholders. In other words, the program is more often serving a role to educate students in

communication skills broadly, rather than prepare them specifically for a career in public relations. Consequently, enrolment has not met the required minimum. Low enrolment is a result of several market factors:

 The program is in-class format which effectively limits the geographic size of the market

 There are few employment opportunities in this field in the greater Hamilton area

 CCE’s program targets adult students; this is a small segment that is in not growing

 The largest, and growing, segment is recent graduates. This market is not consistent with CCE’s mandate to serve adult learners.

 Additionally, it would not be attractive for CCE to change our mandate to target recent graduates for PR as this segment is dominated by a post-secondary institution that has carved out a reputation for excellence in this field. Rather than try to establish a foothold against a market dominator, CCE’s resources would be better utilized on other programs with greater opportunity for growth and success.

 This segment is dominated by college-level programs.

 While there are industry associations linked with PR, employers do not require this credential

 In terms of education, employers value experience over a degree or credential

As a result of the convergence of these factors, the program has never met financial objectives and in recent years has lost money. All CCE programs must fully cover all costs and ideally generate a net profit.

Description of the Current Program

Public Relations is a post-graduate application program. Requirements to receive the Certificate include 1 core course (Introduction to Public Relations) plus 4 elective courses ((15 units of credit total). Requirements for the Diploma include 6 core courses plus 3 elective courses (27 units of credit) Diploma Core Courses (Take all 6)

 PUB 101 Introduction to Public Relations Practice (3 units)

 PUB 105 Business Management for Public Relations (3 units)

 PUB 106 Measurement & Evaluation in Public Relations (3 units)

 PUB 104 Media Relations (3 units)

 PUB 103 Public Relations Planning & Management (3 units)

 PUB 102 Public Relations Writing (3 units) Elective Courses (Take any 3)

 PUB 111 Building Social Media Relationships (3 units)

 PUB 108 Employee Communications (3 units)

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 PUB 114 Internship (3 units)

 PUB 107 Issue & Crisis Communication Planning (3 units)

 PUB 113 Social Media Research & Techniques (3 units)

The Research

CCE has researched the need for continuing education in the field of public relations. Market research with other continuing education units, industry professionals, employers, and subject matter experts confirmed that the need for highly specialized education in public relations has shifted and is not as significant as anticipated. Our research has highlighted the following trends:

 There are very few organizations that are large enough to warrant having a dedicated PR staff member.

 The demand for stand-alone, deeply specialized skills in the field of public relations exists but is a small segment of the market.

 The more typical scenario for most organizations is that marketing, or corporate communications, performs the function of public relations as an adjunct to their core responsibilities.

 The greater demand, then, is for public relations skills as one “tool” in a marketer’s tool kit.

New Direction

Based on our research, we plan to proceed with the development of a new program (or programs) in the field of marketing. We are currently researching several topic clusters, and anticipate that public

relations content may be integrated into a broader marketing-focused program to better reflect employment trends. We are in the process of collaborating with subject matter experts to isolate the knowledge and skills required for professionals working in these fields. Upon completion of this process, CCE will proceed with a program submission for the Certificate and Diploma committee, in Fall 2015. CCE wishes to inform the Certificate and Diploma committee of the plan to close the Public Relations Program at this time in order to initiate our scheduling and communications plan.

Plan to wind down the program

Every effort will be made to ensure that students, who are currently enrolled, have the opportunity to complete their certificate or diploma in the program.

The following steps will be taken to communicate the closure of the program and manage the wind down phase:

 Instructors will be informed and consulted with, regarding course scheduling

 An email will be sent to all students who have been enrolled in the Public Relations Certificate or Diploma program and have taken a course, since May 2009 (five years)

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 These students will be asked if they wish to complete the complete the program, and their preferred stream (certificate or diploma). A plan will be developed to ensure that each student has an opportunity to complete the program within a reasonable period of time

 Scheduling for subsequent terms will be aligned with the requirements for current students to complete their program choice and an end date will be established for the program

 Communication will be included in the Fall 2015 CCE catalogue, indicating that new students are welcome to register for individual courses that will be offered, however we will not be able to commit to offering enough courses to complete the program

 A similar message will be posted on the CCE website, coinciding with the distribution of the catalogue

CCE is committed to helping all current students complete either the Certificate or Diploma in Public Relations, if that is their wish. We are also committed to working with our instructors, to maintain good relationships and seek their support in creating a smooth and professional wind down of the Program. We look forward to presenting the proposal for a new cluster of marketing programs that may include some components from public relations in Fall 2015.

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