Q&A with Corporate Communication Student
Meet Jacob Burby, a current student in the Master of Arts in Corporate Communication program at CU Boulder, who exemplifies the power of advanced education in today’s competitive professional landscape. With a wealth of international experience and a passion for bridging creative and strategic communication, Jacob is pursuing the CU Boulder program to refine his skills, expand his industry knowledge and position himself for success in the outdoor recreation, hospitality and tourism industries.
In this Q&A, Jacob shares insights into his academic journey, professional growth and the invaluable lessons gained from being part of the Corporate Communication program.
What is your current professional role or position?
I am the Global Internal Communications and Public Relations Manager for LifeWave Inc.
How did you learn about the Corporate Communication program?
I conducted extensive online research through various graduate school forums, reviews, professional networks and industry recommendations to find a program that could be distance-based and offered by a reputable institution known for its research and academic excellence. When I discovered a college located in the heart of the industry I hoped to transition my education and experience to, that also fit my background, passion, budget and location, I couldn’t have been more excited to apply to become a Buff and learn from this outstanding program.
Why did you decide to join the CU Boulder program? What were your goals?
I have always wanted to leverage my international communications, creative and marketing experience to focus on the outdoor recreation, hospitality and tourism industry. This aspiration led me to seek opportunities that would allow me to learn both geographically and professionally from experts in this field. However, I also needed a program that would enhance my education and current experience, regardless of the industry I ultimately pursued.
Knowing that CU Boulder had both a highly regarded reputation as an institution and was located in the heart of the international outdoor recreation, hospitality and tourism industry made it an easy choice. The availability of asynchronous learning further solidified my decision.
What has been your experience?
I didn’t want to compromise on institutional reputation in favor of distance learning, and CU Boulder exceeded my expectations. The interaction with professors, fellow students and even the campus community was incredibly personal despite my remote location. Since day one, the program has made me feel empowered, connected and proud to call myself a Buff!
What progress have you made toward achieving your goal(s)?
My primary goal was to complete my master’s degree while augmenting my professional international experience to transition into a role within the outdoor recreation, hospitality and tourism industry. This is a highly competitive field with limited professional-level opportunities– especially in Utah.
While I have yet to land my dream role, every aspect of my education and involvement with the program has strengthened my professional acumen. It has directly benefited my current role, enhancing my capabilities as a professional and allowing me to provide greater value to the organizations and teams I work with.
What advice would you give to a peer who finds themselves in a similar situation?
There’s no downside to pursuing additional professional education, especially when it’s tailored to an industry you are currently working in or hope to transition into. Enhancing your skill set is vital in the fast-paced and ever-changing fields of corporate communication and marketing.
Regardless of your background, experience or industry, earning credentials from a reputable institution adds immense value—not just to your resume, but to your personal brand. It demonstrates a commitment to continuous learning, showcases your dedication to adding value to organizations and introduces fresh, innovative perspectives that set you apart.
What have you learned from this experience that you will take with you?
It’s difficult to narrow this down, but key takeaways include the importance of adaptability, openness to learning and the ability to explore new perspectives while challenging existing biases. In the fields of corporate communication and marketing, these qualities are crucial.
The evolving professional landscape requires not only creativity but the ability to back up that creativity with data and strategic relevance. This program taught me the importance of combining innovative thinking with a data-driven approach to provide meaningful value to organizations.
Completing my graduate education at an institution with CU Boulder’s reputation, notoriety and quality has significantly enhanced my professional skill set, resume and personal brand. The value of this experience will last a lifetime.