Engaged College Program: College of Media and Communication

CoMC Strengthens Teaching and Scholarship Through the Engaged College Program

The College of Media & Communication (CoMC) is building momentum as faculty, students, and campus partners collaborate to connect classroom learning with meaningful community impact. The college is advancing efforts to embed reciprocal partnerships into teaching and scholarship while expanding institutional support for faculty engagement initiatives.

One example of this work is unfolding in PCOM 3373: Applied Workplace Communication, taught by Lecturer Amber Burnett, M.A., where students are partnering with Texas Tech Auxiliary Services to research, design, and present professional proposals addressing real campus needs. 

The partnership began when Amber Burnett formed a collaboration with Tanya Massey, Vice President of Auxiliary Services, after meeting during a student proposal project exploring the possibility of a coffee shop space within the CoMC. Students in her course, Maja Ambroziak and Lizbeth Feregrino researched and developed a proposal for Dean Sha and Auxiliary Services leadership to improve the college’s physical space and enhance student experience on campus. Recognizing the value of student insight and applied communication work, Massey partnered with Burnett to create ongoing learning opportunities through the course. 

Today, approximately 75 students in PCOM 3373 — representing majors from the College of Media & Communication, the Rawls College of Business, and several other academic programs across Texas Tech University — are working with Auxiliary Services stakeholders to develop research-based, real-world proposals designed to be implemented as solutions on campus. Departments involved include Transportation, University Housing, Hospitality Services, Student Health, and the Student Union. These partners actively participate in the learning process by sharing organizational needs, visiting the classroom as stakeholders, and providing feedback to student teams. 

One current project focuses on the “Mobility Safety and Scooter Safety campaign” in partnership with the Texas Tech Department of Transportation and Kendall Schneider, where students are developing communication strategies and other research-based solutions to improve safety awareness and student engagement on campus. These proposals are intended to support ongoing campus safety initiatives and provide actionable recommendations that departments can implement. 

The collaboration has grown into a college-wide engaged learning effort. Meredith Rodriguez, Assistant Professor of Practice and Director of the Think Tank, is working with students to produce media deliverables supporting the scooter safety initiative. Cyndie Buckle, Senior Lecturer in Advertising & Brand Strategy, is also working to create logos and branding materials for the mobility safety campaign. These interdisciplinary contributions demonstrate how this engaged learning can expand across courses and faculty expertise. By incorporating multiple courses across the college, CoMC is maximizing student involvement, and showcasing how industry projects are collaborative, often involving multiple teams, perspectives, and workflows.

For students, the experience transforms coursework into meaningful professional practice. Instead of hypothetical case studies, they conduct research, collaborate in teams, and present proposals to stakeholders who may implement their recommendations. For Auxiliary Services, the partnership provides research-based communication solutions informed by the student population they serve. 

This reciprocal partnership with Auxiliary Services — exemplifying a “students helping students” approach — reflects Texas Tech University’s commitment to engaged scholarship and high-impact learning. By working to embed engaged learning into professional communication coursework, the College of Media & Communication is equipping students to apply their knowledge and skills to real-world challenges that benefit both their education and the university community. 

As interest in engaged learning continues to grow across CoMC, faculty collaboration and campus partnerships are creating sustainable opportunities for students to connect academic work with real-world impact — demonstrating how engaged learning can shape both student success and community innovation.

Pictures shown are from PCOM 3373: Applied Workplace Communication, taught by Lecturer Amber Burnett, M.A.