B.S. Hospitality and Communication Curriculum
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Behind the growing international hospitality industry are the strategic communicators who share the story of a new destination, hotel, restaurant, or service. A degree in Hospitality and Communication offers students a strong foundation in the lodging and restaurant sectors while honing the skills necessary for creative and strategic marketing skills. In partnership with the College of Communications, students will have greater opportunities to learn across disciplines and collaborate with a broader network of BU’s faculty.
Degree Requirements
All students entering as freshmen in fall 2018 and after will pursue coursework in the BU Hub, a general education program that is integrated into the entire undergraduate experience. BU Hub requirements are flexible and can be satisfied in many different ways, through coursework in and beyond the major and, in some cases, through co-curricular activities. All BU students are required to take 26 units of Hub units.
Students majoring in Hospitality and Communication will ordinarily, through coursework in the major, satisfy some BU Hub requirements in Philosophical, Aesthetic and Historical Interpretation; Scientific and Social Inquiry; Quantitative Reasoning; Diversity, Civic Engagement, and Global Citizenship; Communication, and the Intellectual Toolkit. Remaining BU Hub requirements will be satisfied by selecting from a wide range of available courses outside the major or, in some cases, co-curricular experiences.
A candidate for the degree must earn 128 credits/units between BU Hub, major, and elective courses. In addition, 800 hours of on-the-job experience are required. This experience, which will be monitored and supervised by faculty, is divided between two separate 400-hour experiences and may be completed at any time during the degree program. An international experience is also required.
The Hospitality and Communication major curriculum includes the following requirements:
REQUIREMENTS CREDITS
Foundational Courses
32 cr.
SHA Core Courses
24 cr.
COM Core Courses
16 cr.
SHA Elective Courses
12 cr.
COM Elective Courses
16 cr.
General Electives (including 26 Hub units)
28 units/cr.
2 Field Experiences 0 cr.
1 International Experience 0 cr.
TOTAL CREDITS 128 CR.
Sample Schedule
Freshman Year
FALL SEMESTER SPRING SEMESTER
SHA HF 100 INTRODUCTION TO HOSPITALITY AND SERVICE MANAGEMENT
CAS EC 101 ECONOMICS
CAS WR 100 WRITING SEMINAR
CAS WR 150 WRITING AND RESEARCH
CAS EC 102 MACROECONOMICS
SHA HF 270 LODGINGS OPERATIONS
Humanities Requirement
Natural Science Requirement
SUMMER
SHA HF 140 HOSPITALITY FIELD EXPERIENCE I
Sophomore Year
FALL SEMESTER SPRING SEMESTER
SHA HF 210 FINANCIAL ACCOUNTING
MA 113/115 STATISTICS
MA 120 or higher
SHA HF 220 FOOD AND BEVERAGE MANAGEMENT
COM CM 301 PRINCIPALS AND PRACTICES OF PUBLIC RELATIONS
SHA HF 260 HOSPITALITY MARKETING PRINCIPALS
COM CM 331 WRITING FOR COMMUNICATION
COM CM 317 INTRODUCTION TO ADVERTISING
Summer
SHA HF 240 FIELD EXPERIENCE II
Junior Year
FALL SEMESTER SPRING SEMESTER
SHA HF 375 MEETINGS AND CONVENTIONS
Social Science
COM CM 538 EVENT PLANNING AND MANAGEMENT
General Elective
COM CM 417 FUNDAMENTALS OF CREATIVE DEVELOPMENT OR COM CM 441 MEDIA RELATIONS
General Elective
Hospitality Elective
General Elective
Senior Year
FALL SEMESTER SPRING SEMESTER
Foreign Language
Foreign Language
COM CM 412 CONSUMER INSIGHT AND ACCOUNT PLANNING OR COM CM 443 NEW MEDIA AND PR
COM CM 416 STRATEGIC BRAND SOLUTIONS OR COM CM 522 MANAGING CORPORATE CRISES AND ISSUES
SHA HF 440 INTERNATIONAL EXPERIENCE
COM CM 313 CORPORATE COMMUNICATION OR COM CM 419 ADVERTISING MANAGEMENT
General Elective
General Elective
Hospitality Elective
Hospitality Elective
Foundational Courses
The Bachelor of Science in Hospitality & Communication will provide you with strong foundation courses taken in the College of Arts and Sciences that develop students’ writing skills, provide an economics groundwork, advance mathematical comprehension, hone knowledge of another language, and give you an opportunity to enrich yourself with humanities, social sciences, and natural sciences coursework.
Hospitality Foundational Courses: 32 credits
CAS MA 113 4 credits. Either sem.
CAS MA 113 may not be taken for credit by any student who has completed any MA course numbered 300 or higher. Students may receive credit for not more than one of the following courses: CAS MA 113, MA 115, or MA 213. Basic concepts of estimation and tests of hypotheses, ideas from probability; one-, two-, and multiple-sample problems. Applications will be in social sciences and students will be able to understand the basics of using a sample to predict uncertainty. Carries MCS divisional credit in CAS. Effective Fall 2018, this course fulfills a single unit in the following BU Hub area: Quantitative Reasoning II. Effective Fall 2020, this course fulfills a single unit in each of the following BU Hub areas: Quantitative Reasoning II, Critical Thinking.
(or CASMA115 STATISTICS I)
CAS EC 101 4 credits. Either sem.
The first semester of a standard two-semester sequence for those considering further work in management or economics. Coverage includes economics of households, business firms, and markets; consumer behavior and the demand for commodities; production, costs, and the supply of commodities; price determination; competition and monopoly; efficiency of resource allocation; governmental regulation; income distribution; and poverty. Effective Fall 2018, this course fulfills a single unit in each of the following BU Hub areas: Social Inquiry I, Critical Thinking. In 2019-20 this course fulfills a single unit in each of the following BU Hub areas: Social Inquiry I, Ethical Reasoning, Critical Thinking.
CAS EC 102 4 credits. Either sem.
The second semester of a standard two-semester sequence for those considering further work in management or economics. National economic performance; the problems of recession, unemployment, and inflation; money creation, government spending, and taxation; economic policies for full employment and price stability; and international trade and payments. Carries social science divisional credit in CAS. Effective Fall 2018, this course fulfills a single unit in the following BU Hub area: Social Inquiry I. Effective Fall 2019, this course fulfills a single unit in each of the following BU Hub areas: Social Inquiry I, Global Citizenship and Intercultural Literacy.
CAS MA 120 4 credits. Either sem.
MA 120 may not be taken for credit by any student who has completed any MA course numbered 124 or higher. Topics chosen from Linear equations, systems of linear equations, matrix algebra, exponential functions and logarithms, elements of differential calculus, optimization, probability. Some sections focus on applications in economics, finance, and management. Satisfies both mathematics requirement and divisional studies requirement. Carries MCS divisional credit in CAS. Effective Fall 2018, this course fulfills a single unit in the following BU Hub area: Quantitative Reasoning II. Effective Fall 2020, this course fulfills a single unit in each of the following BU Hub areas: Quantitative Reasoning II, Critical Thinking.
Foreign Language : Two semesters of the same modern foreign language
Core Courses
The sequence of core requirements courses provide a broad foundation in hospitality and event management, as well as communication studies.SHA Program Components: 24 credits
SHA HF 100 4 credits. Either sem.
BU Hub Learn More Historical Consciousness Digital/Multimedia Expression Teamwork/Collaboration
This introductory course is open to all BU students and is the prerequisite for School of Hospitality courses. Students gain an historical perspective and identify current events and trends in lodging, restaurants and event management. It provides an overview of the global hospitality/tourism industry including the critical elements of managing services. The Boston market, multimedia assignments and team-based projects are integrated into the learning environment. Effective Fall 2018, this course fulfills a single unit in each of the following BU Hub areas: Historical Consciousness, Digital/Multimedia Expression, Teamwork/Collaboration. 4 cr. Offered in the Fall and Spring.
SHA HF 210 4 credits. Either sem. SHA HF 100, CAS MA 119
An introductory course in Accounting designed to provide students with a basic understanding of the language of business. This course examines the basic accounting processes of recording, classifying, and summarizing business transactions. It also provides an opportunity to study elements of financial statements such as assets, liabilities, equity, revenue, and expenses. 4 credits, offered Fall & Spring.
SHA HF 220 4 credits. Either sem. SHA HF 100
This courses focuses on principal operating problems facing managers in the restaurant industry. Topics such as concept development and entrepreneurship, menu analysis, cost control, operational analysis, and customer service processes are addressed. 4 credits, offered Fall & Spring.
SHA HF 260 4 credits. Either sem. SHA HF 100
This course provides an understanding of the role & function of marketing in the hospitality industry. It offers an overview of generic principles of marketing for any industry (including consumer products & manufacturing) and introduces specialized principles for the hospitality industry. For all topics, it uses examples taken primarily from the hospitality industry. Subjects covered include marketing strategy, marketing research, consumer behavior, segmentation, positioning, product and concept development, pricing, distribution, & marketing communications (including advertising & PR). Effective Fall 2018, this course fulfills a single unit in the following BU Hub area: Global Citizenship and Intercultural Literacy. 4 cr. Offered Fall and Spring.
SHA HF 270 4 credits. Either sem. SHA HF 100
This course provides an introduction to the operations and technology of the room division within hotel properties. Explores theoretical principles and operational tactics for management of front office, reservations, housekeeping and engineering functions. 4 credits, offered Fall & Spring.
SHA HF 375 4 credits. Either sem. SHA HF 220
This course provides an introduction to the methods and techniques utilized in planning, organizing, promoting and delivering of businesses and social events, and the role events play in generating a tourist and business market. Information will be presented that will allow the student to gain general knowledge of planning events. Specifically, the Meetings, Incentives, Conventions and Exhibitions (MICE) sector of the events will be examined in depth from a professional planner's perspective. Information presented will allow the student to gain knowledge of planning events from the role of a meeting professional and assist in preparing for the Certified Meeting Professional (CMP) or Certified Special Events Professional (CSEP) exam. 4 cr. Offered Fall & Spring.
COM Core Courses: 16 credits
Note: Students may not start taking COM courses until their sophomore year. Core courses can be taken concurrently with other COM core courses.
COM CM 215 4 credits. Either sem.
An introduction to the field of public relations: its theoretical origins, scope, and principles. Discussion focuses on researching problems, setting objectives, identifying audiences, designing messages, choosing communication channels, and evaluating results for all types of organizations. Ethical decision making, on-line communication, and career opportunities are also analyzed case studies in the field. The format is a combination of informal lecture and small-group discussion, case analysis, and guest lecture. Open the freshmen. 4 cr. Either sem.
COM CM 217 4 credits. Either sem.
Explores the history, nature, function, and social and economic aspects of advertising: ethical responsibilities, psychological appeals, marketing, media research, product analysis, creative strategies, and agency operation. Students prepare comprehensive advertising plans, including marketing strategy and speculative advertising campaigns. Open to freshmen. 4 cr. Either sem.
COM CM 331 4 credits. Either sem. CO201 AND First Year Writing Seminar (e.g., WR 100 or WR 120).
Intensive exposure to some of the basic writing formats in the communications profession: news releases, letters, features, and profiles. Lead writing, editing, and techniques of interviewing. Extensive writing and rewriting. Develops basic writing skills for different audiences. Effective Fall 2018, this course fulfills a single unit in the following BU Hub area: Writing- Intensive Course.
Choose one of:
COM CM 442 4 credits. Either sem. COM CM215
This course provides a foundation in business skills for public relations. Through readings and discussions, in-class exercises, guest speakers and a final team project, students will gain a strong foundation in the major concepts and issues at the intersection of business and public relations. The course will sharpen students' business acumen through increasing their business and financial literacy on topics such as public company reporting, reading financial statements, and the basics of S.E.C. filings.
OR
COM CM 513 4 credits. Either sem. COM CM 215.COM CM 701.
Students examine the challenges of marketing a company to the financial community. The course is broken down into three areas: the development of IR as a profession; the tools of the trade, such as bonds and stocks; and the field's communication techniques. Students prepare case analyses as a way of understanding various SEC disclosure requirements, communication with analysts and the media, and financial marketing techniques.
OR
COM CM 539 4 credits. Either sem. Sophomore standing.
Health Campaigns involves the principles and practices of designing media campaigns to promote health behavior change, whether related to smoking and alcohol consumption, illicit drug use, physical activity and diet, condom use, public safety, and environmental issues. It centers on how health organizations and initiatives can achieve their goals for population-based health behavior change by strategically creating, distributing, and evaluating media campaigns and media messages. At the nexus of communication and public health, this course uses theory and persuasive elements as a basis for designing and implementing health media campaigns and media messages via different media, including traditional media, new media, and social media. With this foundation, students are tasked to evaluate extant health media campaigns and campaign messages and design their own original health media campaigns and campaign messages.
SHA Elective Courses: 12 credits
Students are required to complete a total of 12 credits of hospitality electives. Students in the Hospitality and Communications major can take any SHA course as an elective. A list of the tentative elective course offerings for the 2019-20 academic year can be found below:
Elective Courses
SHA HF 295 2 credits. Either sem. SHA HF 100
Provide students with an introduction to the hospitality management specialization of Club Management. Lecture topics will include: what clubs are, organizational structure of clubs, service in the club environment, profit or non-profit, and professionals in club management. There will also be guest speakers, classroom case studies and field trips. 2 cr. Offered Fall Semester.
SHA HF 307 4 credits. Either sem. SHA HF 220, SHA HF 260, SHA HF 310
This course is intended to be a capstone experience for students seeking to understand hospitality entrepreneurship and innovation as a professional business system. Student teams will create, develop and design a concise Pro Forma Business Plan for a start-up non-profit or profit-driven hospitality enterprise. At the end of the semester teams will make a competitive presentation integrating the principles and skills mastered in previous coursework to a panel of successful hospitality entrepreneurs. 4cr. Offered Fall.
SHA HF 313 2 credits. Either sem. HF210 and HF310
Focus is on the accounting operational duties faced by accountants in the Hospitality industry. This course covers day-to-day duties that typical hotel accountants encounter such as transactional accounting and internal controls including capital expenditure (CapEx) budgeting and property improvement program (PIP) analysis. In addition, the course will cover financial analysis that accountants typically encounter in the Hospitality industry. Other areas covered will include accounting processes, regulatory requirement, and non-accounting duties.
SHA HF 314 2 credits. SHA HF 210, SHA HF 220, SHA HF 260, and SHA HF 270
This course provides an introduction to and detailed instruction regarding the hotel market and feasibility research process including hands-on preparation of a feasibility analysis for a proposed hotel development. The course will consist of a series of lectures and possible guest lectures regarding the fundamental aspects of hotel feasibility analysis. Students will learn about and then put into the practice the analytical techniques presented, building to completion of a full feasibility analysis in a team fashion which will be presented at the end of the semester both in written and oral form. 2 cr. Offered Spring Semester.
SHA HF 315 2 credits. SHA HF 210, SHA HF 220, SHA HF 260, and SHA HF 270
The purpose of this course is to introduce the students to the various aspects of a Hotel Real Estate Deal. The target audience is any student who aspires to have a career involving the ownership, development and/or financing of lodging assets. 2 cr. Offered Spring Semester.
SHA HF 321 4 credits. Either sem. SHA HF 220
This intermediate-level course is designed to complete a student's foundation in food and beverage management. Critical issues in the food service industry are explored in depth. Course content will vary. Analysis of daily operations with a focus on developing viable solutions to problems is emphasized. The course content is grouped into six thematic competency clusters. 4 cr. Offered Spring Semester.
SHA HF 322 4 credits. Either sem. SHA HF 220 and SHA HF 270
This course is designed to introduce students to the basic principles of facility planning, layout and design for hotel, dining, kitchen, public and service areas. At the completion of the course, students will be able to explain the design process common to all hospitality facilities, as well as the activities that occur during each phase of this process. 4 cr. Offered Fall.
SHA HF 329 2 credits. Either sem.
This course, open to all BU students, offers a complete, introductory-level overview of the fine wines of the world. The purpose of the course is fourfold: 1. Ensure a thorough knowledge of the world's major wine-producing regions, their noble grape varietals, their classification systems and quality control laws. 2. Build basic understanding of the wine-making process, its variations and its pitfalls, thus aiding in the ability to appreciate a great wine and spot a flawed one. 3. Illustrate techniques of quantified sensorial assessment of wine so that the student may perform the buying function knowledgeably and confidently. 4. Acquire an understanding of how to perform job functions related to wine, such as writing a wine list, in the hospitality industry. Effective Fall 2019, this course fulfills a single unit in the following BU Hub area: Global Citizenship and Intercultural Literacy. 2 cr. Offered Fall semester.
SHA HF 360 2 credits. Either sem. SHA HF 260
A dynamic, interactive and intensive hospitality sales management course which prepares you with fundamental skills on how to create, build and execute an effective sales strategy. This course combines theory with practical application and includes working with source markets and partners, identifying and qualifying prospects, building rapport, overcoming objections for creative proposals and successful closing techniques. 2 cr. Offered Fall Semester.
SHA HF 361 4 credits. SHA HF 260
In order to create and deliver value for customers, marketers must develop a deep understanding of how their consumers make decisions when purchasing and using their services. In this course those consumer behavior theories will be explored that are most applicable to different types of hospitality purchase experiences. 4 cr. Offered Spring Semester.
SHA HF 367 2 credits. SHA HF 260
This course provides an overview for managing marketing distribution strategies. In the hotel business today there is a complex network of legacy, online and mobile channels. Distribution is the intersection of revenue management and marketing strategy. A focus is placed on presenting and analyzing the current distribution channels within the travel/hospitality industry. Various approaches to marketing distribution management are evaluated and tested. Topics include the scope of hospitality marketing distribution; economics of the major hospitality distribution segments/channels; managing hospitality distribution strategies; In the end, this course will provide the framework for how and where a hotel should be distributed to maximize revenue and profit. 2 cr. Offered Spring Semester.
SHA HF 368 4 credits. Either sem. SHA HF 260
This is an advanced course in hospitality marketing focused on the variety of digital marketing tools currently available for hotels and restaurants. The course is designed to follow HSMAI's CHDM (Certified Hospitality Digital Marketing) study guide to meet the industry standard for digital marketing professionals. There will be a review of the most revenue-generating internet marketing techniques and finally booking mechanisms and distribution channels. The course includes concentration on content marketing, social media and developing social campaigns; OTAs and understanding the distribution channels; as well as online reputation management and the technical tools used to monitor results. The class will be structured as a lecture; you must bring your laptops for all in class exercises. 4 cr. Offered Spring Semester.
SHA HF 375 4 credits. Either sem. SHA HF 220
This course provides an introduction to the methods and techniques utilized in planning, organizing, promoting and delivering of businesses and social events, and the role events play in generating a tourist and business market. Information will be presented that will allow the student to gain general knowledge of planning events. Specifically, the Meetings, Incentives, Conventions and Exhibitions (MICE) sector of the events will be examined in depth from a professional planner's perspective. Information presented will allow the student to gain knowledge of planning events from the role of a meeting professional and assist in preparing for the Certified Meeting Professional (CMP) or Certified Special Events Professional (CSEP) exam. 4 cr. Offered Fall & Spring.
SHA HF 376 4 credits. SHA HF 375
This course is designed to provide an introduction to the principles of special event management. The planning, development, and management of corporate and social events, entertainment events and festivals will be the focus of the study. Specific topics will include the foundations of planning an event, including conceptualization, event design, working with vendors/contracts, budgeting, marketing strategy, revenue generation through tickets and sponsorship, and event technology. 4 cr. Offered Spring Semester.
SHA HF 415 2 credits. Either sem. SHA HF 310
This course is designed to introduce the student to a rapidly growing area of the lodging industry, namely, asset management. The course will define what asset management is today and examin the skills required to be a successful asset manager. There will be a special focus on the benefits to the hotel owner of hiring an asset manager and the role of the asset manager in representing the owner in deliberations about annual operating budgets and capital plans with the hotel management company. In order to effectuate this understanding, the course will also concentrate on hotel investment analysis including market analysis, benchmarking and pro forma preparation, and developing an asset management plan. 2 cr. Offered Fall Semester.
SHA HF 416 2 credits. Either sem. SHA HF 220 and SHA HF 270
The Franchise, Management, and Independents in Hospitality class emphasizes the benefits and limitations of the franchise and management company relationship for hotels and restaurants. It addresses the key elements and financial implications associated with franchise and management agreements. A broad discussion highlighting the brand selection process will provide insight to the value creation. The course will introduce students to the recent trends in soft branding, and what it means to be a boutique and/or independent hotel or restaurant. Students will learn the competitive advantages and disadvantages of being independent. The course will address the restaurant franchise industry including quick serve (QSR), full service (FSR) and fast casual. Students will gain understanding of the value created by the restaurant franchise's processes and operations. Other topics will include brand and franchise development and outsourcing.
SHA HF 430 2 credits. Either sem. SHA HF 100 and SHA HF 329
Students must be 21 to take this course. This course offers a thorough study of wine tasting, wine and food pairing and wine and food event planning. Each class features a blind tasting of selected wines along with discussion on the principles of critical tasting and wine and food pairing. The objectives of the course are to fully prepare those entering the hospitality industry to purchase wines and to recommend them to customers with various types of food. 2 cr. Offered Spring Semester.
SHA HF 470 2 credits. Either sem. SHA HF 370
An advanced study of Hotel Revenue Management. To gain more in depth knowledge of revenue management practices, classroom work is combined with a field project. 2 cr. Offered Spring Semester.
COM Elective Course Pairings: 16 credits
COM CM 417 4 credits. Either sem. COM CM 217 or COM CM 317.
Focus is on the strategic creative process in advertising including concept development, copywriting, visualization, and design. Assignments require conceiving solutions to client marketing challenges across a range of media. Teaches foundations for development of effective advertising: problem definition, strategic development, and conceptual idea generation through tangible executions.
OR
COM CM 441 4 credits. Either sem. COM CM 215 and COM CM 331.
Students study planning, implementing, managing, and measuring earned media and influencer strategies, as well as integrating earned media into an overall Paid, Earned, Shared, and Owned (PESO) campaign. Involves lectures, in-class discussions, video cases, mock scenarios, and individual take-home cases.
AND
COM CM 313 4 credits. Either sem. CM215
Explores the trends and issues affecting corporations, crisis management, public affairs communication, consumer affairs, employee relations, environmental problems, and issues of multinationals. Uses case studies.
OR
COM CM 419 4 credits. Either sem. COM CM217
Administration of a complete advertising program. Case-study method used to explore the marketing mix, budgeting, medial strategy, planning, coordinating advertising with promotion, working with client or agency, and the social responsibility of advertisers.
AND
COM CM 412 4 credits. Either sem. COMCM217
Explores how to arrive at consumer insights that lead to better advertising and promotion. The course focuses on the set of skills necessary to create breakthrough advertising, including qualitative research, observation, interviewing skills, mapping, and presentation tools. Students learn to write effective, creative briefs.
OR
COM CM 443 4 credits. Either sem. COM CM215
Explores the effects of new media on the fundamental theories, models, and practices of public relations. Studies how websites, blogs, citizen journalism, social media, direct-to-consumer communication, podcasting, viral marketing, and other technology-enabled changes are affecting interpersonal, small group, and mass media relationships. Also covers and uses the interactive tools that are re-defining the practice of public relations. The course combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media.
AND
COM CM 416 4 credits. Either sem. COM CM 317.
Explores the impact of current advertising and marketing issues from business, economic, political, social, legal, and ethical perspectives. Modified case method, with lectures from experts on selected issues.
OR
COM CM 522 4 credits. Either sem. COM CM 215.COM CM 701.
Review and diagnosis of major crises and issues affecting corporations. Case discussions of seven types of crises: technological, confrontational, malevolence, management failure, and management control. Examines appropriate management actions and communications before, during, and after a crisis. Reviews issues management: monitoring, analysis, strategy determination, and implementation.
BU HUB Curriculum/Electives
General elective courses should be selected by the student to complement and broaden the student’s background. Students are required to complete 28 credits of general electives at any college within the University . Students may fulfill their general elective requirements with hospitality electives (SHA) or communication electives (COM) if so desired. The Physical Education and ROTC courses do not count toward degree credit.
Supervised Field Placement—(0 Credit Hours)
In addition to regular coursework, students complete a field placement requirement: two 400-hour, non-credit internships. The purpose of each internship is to help the students make connections in the field as well as gain the kind of experience that will allow them to obtain meaningful employment after graduation. Note: At least one of these internships must take place, with approval, within the hospitality industry.
International Experience—(0 Credit Hours)
This requirement is generally fulfilled by studying and/or working abroad, or by completing another pre-approved option with an international focus. Students typically enroll in a BU Study Abroad program, another approved study abroad program or attaining an internship abroad. Students are able to satisfy this requirement in alternative ways as well.
