How an organization communicates during a crisis can significantly impact its reputation. In some cases, it can even determine whether the organization survives the fallout. That’s why crisis communication strategies are so important; they’re the methods organizations use to communicate clearly, quickly, and empathetically during challenging situations.
Take Airbnb’s reaction to the COVID-19 pandemic, for instance. When the start of the pandemic seemingly shut down the world (including everyone’s vacation and travel plans), Airbnb lost around 80% of its bookings.
However, thanks to maintaining open lines of communication and showing empathy to all stakeholders involved, the company wrote its own narrative. This effectively saved Airbnb from going under while also garnering renewed loyalty and respect from hosts and travelers alike.
In this article, we’ll use Airbnb’s example to explain three of the most effective ways to handle crisis communication: social media, press conferences, and empathy.
Social media is often the fastest and easiest way for organizations to respond during a crisis. It gives them a chance to:
In 2020, as Airbnb’s bookings rapidly declined amid the uncertainty of the COVID-19 pandemic, the company used digital platforms to deliver fast, empathetic messaging. This helped the public understand what was happening and why. The use of social media also made it clear that Airbnb wasn’t hiding from the problem.
Here are a few ways Airbnb used social media effectively:
Platforms like X (formerly Twitter) and Facebook allow companies to respond quickly. In a fast-moving situation, that speed matters—especially when people are looking for answers.
As hosts began losing bookings and guests wondered whether they’d be eligible for refunds, Airbnb shared updates on its evolving policies. This gave all stakeholders peace of mind and showed that Airbnb had a plan in place—instilling confidence in how the company was handling the situation.
Tone can make or break a message, and CEO Brian Chesky’s communication leaned toward comfort and honesty. With a human, empathetic tone, his letters and emails openly expressed regret for the pain caused by mass cancellations—even while explaining why they were necessary.
Social media gives organizations the chance to respond to questions and clarify concerns in real time. With both hosts and guests worried about losing money, Airbnb announced it would spend $250 million to partially reimburse hosts for canceled bookings. That strategy was shared across social media, blog posts, and through Chesky himself—keeping the messaging consistent and personal.
For more serious or complex situations, like impending host refunds and companywide layoffs, Airbnb needed to communicate directly and clearly to everyone affected. CEO Brian Chesky did just that.
Here are a few ways he effectively used virtual press-style communication during a time when in-person meetings weren’t possible:
When times were hard, Chesky made the difficult decision to let 25% of his company go. But he didn’t do so quietly or impersonally. Rather, he sent open letters to employees, letting them know the why behind the what and making sure to outline how the company would support them both financially and emotionally.
Seeing a CEO like Chesky address the issue head-on in a public statement, rather than hiding behind a stale press release, helped the message feel more sincere. It also showed that the company was taking the matter seriously.
In the midst of COVID-19, Chesky wasn’t able to host in-person press conferences, but he gave the public the next best thing: virtual briefings. He invited questions and shared regular video messages to clarify policy changes and the company’s latest strategies.
He also appeared on podcasts, news broadcasts, and livestreams to explain Airbnb’s decisions in real time, making space for transparency and public dialogue when it mattered most.
What tied Airbnb’s crisis communication together wasn’t just speed or transparency: It was heart. Across social media, blog posts, and executive statements, the company communicated with real emotional intelligence.
CEO Brian Chesky summed it up best in the closing lines of one of his open letters:
“Our mission is not merely about travel. When we started Airbnb, our original tagline was, ‘Travel like a human.’ The human part was always more important than the travel part. What we are about is belonging, and at the center of belonging is love.”
That mindset shaped how Airbnb handled the pandemic: with compassion for employees, understanding toward guests, and meaningful support for hosts. It’s a reminder that when a company leads with kindness, people remember not just what happened but how they were treated.
Crisis communication isn’t just about damage control. It’s a valuable professional skill that can make a real difference across industries. If you want to sharpen your communication skills and learn how to respond with clarity and confidence, consider the online Bachelor of Arts in Communication from The University of Texas Permian Basin.
Courses are asynchronous and delivered in eight-week sessions, so you can work at your own pace. With six start dates a year, it’s easy to find a time that fits your schedule.
Your future starts today. Explore the program, and when you’re ready, reach out for more information or fill out an application.
Sources:
https://finance.yahoo.com/news/airbnb-lost-80-business-march-105004047.html
https://community.withairbnb.com/t5/Community-cafe/Key-takeaways-from-CEO-Brian-Chesky-s-message-to-our-hosts/m-p/1272203
https://www.prnewsonline.com/airbnb-ceo-delivers-empathetic-transparent-message-regarding-layoffs
Picture Martin Luther King Jr. standing on the steps of the Lincoln Memorial, delivering his “I Have a Dream” speech to over 250,000 people gathered for the March on Washington. Could he have known, in that moment, that his words would terrify some, inspire many more, and echo across decades of social movements? King and…
You can speak the same language as someone and still completely miss each other’s meaning. That’s part of what makes intercultural communication so important. Whether you’re working with international teams, studying abroad, or connecting with people from different backgrounds, communication involves more than just choosing the right words. Intercultural communication is how people from different cultures share ideas and make sense of one…
AI is now an inseparable part of our classrooms, homes, and offices. Capable of performing trillions of calculations in a second, AI-powered machines dredge the depths of the internet to find and convey information in any style, language, or difficulty level. But don’t worry, AI is only here to lend a hand. At least, that’s…
If you’ve ever Googled “How hard is the CPA exam?” you know the answer: very. The full exam runs 16 hours and is divided into four sections, each one focused on a core area of accounting:
If you asked a student preparing for the CPA, they’d probably tell you it feels like a part-time job.
The good news? The University of Texas Permian Basin’s online Master of Professional Accountancy (MPA) is built to support that journey. Our coursework aligns with all four CPA exam areas and helps you meet key eligibility requirements—especially if you’re planning to become a CPA in Texas.
The takeaway: You don’t have to navigate this process alone. The right program can make all the difference.
UT Permian Basin’s 100% online, AACSB-accredited Master of Professional Accountancy gives you the flexibility and structure you need to move toward CPA eligibility—without pressing pause on your career or personal life.
This program helps you build a strong foundation in both traditional accounting principles and the modern, tech-forward practices today’s organizations rely on. As you progress, you’ll learn to think critically, communicate clearly, and apply accounting concepts in real business settings.
And because the entire program is delivered online and asynchronously, you can learn:
Additional program benefits include:
Once you graduate, you’ll have completed key educational requirements needed to sit for the CPA exam, and you’ll hold a graduate degree that helps you stand out in a competitive field. For many employers, that combination—MPA + CPA eligibility—signals readiness, commitment, and advanced training.
Accounting is already a stable, respected career. But earning your CPA license takes things one step further. Here’s why so many professionals decide the extra effort is worth it:
Professional respect: The “CPA” credential carries serious weight. Clients and colleagues see CPAs as experts at the top of their field.
Put simply: Earning your CPA opens doors you may not even know exist yet.
Once you start the CPA exam, the clock begins ticking. You’ll have 18 months to pass all four sections, in any order you choose. Pass rates typically fall between 50 to 66%, so many candidates retake at least one section. It’s normal—and it’s exactly why strong academic preparation matters.
The CPA exam isn’t just a test; it’s a journey. Programs like UTPB’s online Master of Professional Accountancy are designed to help you start that journey with confidence.
If earning your CPA is part of your long-term plan, now is the perfect time to take the next step. Our online Master of Professional Accountancy can help you meet educational requirements, sharpen your accounting expertise, and prepare to sit for the exam, all while fitting school around your life—not the other way around.
Your future as a CPA starts with a program designed for where you’re headed.
Take the next step toward CPA eligibility. Apply here to get started.
Sources:
https://www.topaccountingdegrees.org/faq/what-benefits-does-a-cpa-certification-give-accountants/
https://www.indeed.com/career-advice/career-development/cpa-vs-accountant
https://blog.aicpa.org/2019/11/why-did-you-become-an-accountant.html#sthash.PUB0xySi.dpbs
https://www.accounting.com/careers/cpa/salary
When you hear the word “accountant,” who comes to mind? Someone balancing spreadsheets and filing taxes? If so, you’re on the right track. But there’s more to it. Within the field of accounting, one credential stands apart: the Certified Public Accountant (CPA). While both accountants and CPAs manage finances, advise clients, and ensure the accuracy…
Picture this: You’re a junior accountant, and your manager asks you to tweak a report to make the numbers look better. The request sounds harmless enough—just a small tweak—but you know it’s not above board. Now you’re stuck. Do you follow orders and risk crossing an ethical line, or do you push back and risk…
You’ve always been an analytical thinker. A problem solver. Maybe a math whiz, too. There’s a career that matches your strengths. Certified Public Accountants—or CPAs—excel in these qualities. Let’s explore why a CPA is no ordinary accountant and what it takes to become one. Want to Be a CPA? Here’s What You Need to Know …
Industrial technology touches more parts of our lives than we often realize. From the cars we drive to the energy that powers our homes and the products we use every day, businesses across industries rely on industrial technology to work smarter, faster, and more sustainably. These tools don’t just boost productivity and profitability. They also improve safety and help companies innovate in ways that benefit us all.
In this article, we’ll explore how key industrial technology innovations—from robotics to AI to clean energy—are transforming modern business, and what they mean for the future of work.
“Innovation” has two meanings: the creation of new technologies and how they’re used in industries across the board. The goal of innovative technology? Making our lives easier, —hether it’s as simple as talking to online chatbots or as profound as using robotics to assist in surgery.
Below, we explore six technological innovations that have helped both businesses and consumers thrive in a fast-changing world.
Robots are not a new manufacturing tool. In fact, they’ve been used on automobile assembly lines for more than 50 years.
These are not the walking, talking robots depicted in science fiction movies, but rather robotic arms that can easily move heavy components into place or apply paint and adhesives to a vehicle without suffering any effects of toxic fumes.
The automotive industry has provided a testing ground for the widespread use of robotics in manufacturing, paving the way for its use across other business sectors.
Robotics are also reshaping the medical world. For instance, some dentists now use robot-guided arms to place dental implants with extreme precision, reducing the risk of human error during procedures.
One particular class of robots, referred to as “smart robots,” do not merely perform as programmed but can learn and implement new tasks on their own. In business, they’re being used to increase efficiency in numerous ways.
More recently, generative AI tools are helping manufacturers in several ways, including:
Outside of business, we see AI in self-parking cars and robot vacuum cleaners that add convenience to our daily lives.
Clean technologyClean technology (or cleantech) refers to innovations that minimize environmental impact by reducing resource use and cutting harmful emissions, all while improving efficiency.
The push for companies to operate more responsibly has led to major clean technology breakthroughs, including:
These innovations help reduce environmental impact while meeting growing consumer demand for sustainability.
The Internet of Things (IoT) typically refers to physical devices and appliances that are “able to collect and exchange data using embedded sensors.” These aren’t your typical smart devices like phones or computers. Instead, they’re everyday objects that weren’t always built to connect, like thermostats, refrigerators, or even doorbells.
The voice-enabled Alexa, which allows users to access information and entertainment through simple verbal commands, is one consumer-based example. While convenience is an advantage all users can appreciate, Alexa users who are blind or suffer from mobility issues enjoy especially significant benefits from such technology.
A growing number of manufacturing companies are making an investment in IoT, which has been referred to as “the pipeline connecting and collecting mountains of data from an entire spectrum of equipment and devices.” According to one estimate, 81% of industrial manufacturers are using Internet of Things technology to boost their operational efficiency.
Additive manufacturing, more commonly referred to as 3D printing, has been around since the 1980s, but its potential has increased a thousandfold over the decades. 3D printers are now available to consumers, who can make items such as cell phone holders on their own at home.
But the impact on business has been more dramatic. This technology enables mass-produced items to get to market quicker and at a lower cost. Additive manufacturing is already being used to create prosthetic limbs, dental crowns, and more, and it has the potential to create human organs for people who need transplants. According to GlobalData, industry will invest more than $20 billion into 3D printing by 2025.
Popular in the video gaming world for years, virtual reality headsets are now helping businesses in many ways. Car manufacturers can create 360-degree virtual views of prototype vehicles from design specs before beginning the expensive and lengthy process of developing a physical prototype.
Virtual and augmented reality software enables surgeons to perform complex procedures on virtual patients first, improving hospital efficiency and patient outcomes. On the consumer side, wearable tech products like the Oura Ring or Apple Watch help people track everything from sleep quality to heart rate to daily movement, making health data more accessible than ever.
Technological innovation is reshaping not just industries but also the careers that support them. Here’s why it matters:
Help lay the path for future innovations that can forever change the way business works and consumers live their lives. The right training and credentials can help position you for a rewarding industrial technology role within a variety of industries. The University of Texas Permian Basin offers online bachelor’s degrees that will be invaluable in your career:
Bachelor of Science in Industrial Technology (BSIT)
Prepare to manage industrial operations within any organization.
Bachelor of Applied Arts and Sciences in Industrial Technology (BAAS-IT)
Expand your expertise in management concepts including optimization theory and supply chain management. This program can benefit AAS-degree holders seeking to advance their careers to include managerial roles. Add an online undergraduate certificate in petroleum technology to enhance your expertise in the energy industry.
Bachelor of Applied Arts and Sciences in Industrial Technology with a concentration in Healthcare Leadership (BAAS-IT Healthcare Leadership)
Become a leader who can meet the needs of employees and patients and make important financial and quantitative decisions in a healthcare setting. This program can benefit AAS-degree holders in nursing, emergency medical services, radiology, and other healthcare-related fields.
All courses for these degree programs are presented in an asynchronous, 100% online format, offering you tremendous flexibility. Complete your coursework at your own pace, from any location, while giving your professional and personal obligations the attention they need. Most program courses last just eight weeks, and you’ll learn from the same distinguished professors who teach the courses on campus at UT Permian Basin.
Explore industrial technology and acquire the skills needed to succeed in a variety of careers with a bachelor’s degree in industrial technology from UT Permian Basin.
Sources:
https://whatis.techtarget.com/definition/smart-robot
https://www.investopedia.com/terms/c/chatbot.asp
https://3dinsider.com/3d-printing-history
https://virtualspeech.com/blog/vr-applications
Ever check the tag on a t-shirt or appliance and see “Made in China” or “Made in Mexico”? Soon, you may be seeing more tags labeled “Made in the USA.” Today, there’s a reshoring trend that’s reopening factories, strengthening American manufacturing, and creating new opportunities for businesses and workers. As more companies move toward domestic…
Ransomware, phishing, viruses: If it’s connected to the internet, someone’s probably trying to hack it. Threats are everywhere in today’s digital world, and now that factories run on smart technology, it’s not just laptops at risk. Industry 4.0 has moved manufacturing from traditional methods to smart, automated systems (think robots and sensors on the factory…
Imagine a factory where machines, robots, and sensors are all talking to each other, like nerves sending signals to a brain. Before a human notices anything, the system’s already flagged a motor that’s starting to lag and adjusted a product’s assembly in seconds. This is connected manufacturing in action. Today’s smart factories run on connected…
Want to be a more effective leader? Understanding your management style is the first step.
From hands-off to motivational, every leader brings a unique approach to guiding their team. In this article, we’ll break down 7 common management styles, how they work, and when to use them—especially in today’s workforce, where collaboration, flexibility, and purpose matter more than ever.
Whether you’re a current manager or planning your next career step, this guide can help you align your leadership style with team needs and long-term goals.
You’ll find that there are many management styles and many ways to describe them. Let’s examine some of these management styles, in no particular order, and begin to explore what kind of leader you might want to be.
Take control and keep it. Make all key decisions yourself. You may consult with others, but ultimately, it’s all up to you. You must also stay very directly involved in everything your team is doing. This doesn’t necessarily mean micromanaging your employees, but rather staying tapped into the status of all projects.
Example: A CEO of a startup might use the autocratic approach when making pivotal decisions about the company’s vision and product development. They take full control of the decision-making process, consulting with team members but ultimately making the final call.
Sit back and let your people do what they do best, with minimal interference from you. If you’ve hired the right people, you may be surprised at what they can achieve when management steps out of the way.
Example: A senior manager at a tech company may delegate the responsibility of handling daily operations to their team while stepping back. With the hands-off approach, they trust them to use their expertise to meet goals with minimal intervention from leadership.
Focus on the overall direction of your team or organization and let your people deal with the day-to-day specifics that will help make your vision a reality.
Example: A creative director at an advertising agency might focus primarily on the agency’s overall direction, ensuring the team’s projects align with the company’s long-term vision. This leaves specific tasks like design and deadlines to the respective teams.
Show your people, in a positive way, why your vision and direction will ultimately benefit them and your organization. If you can create a clear picture for them, they will come over to your side.
Example: A marketing manager could use the influential approach by presenting the benefits of a new product campaign to the team. By showing how it aligns with both company goals and their professional growth, it may motivate them to work toward a shared vision.
Motivate your team through the judicious use of rewards such as bonuses and other incentives. This shows them in very tangible ways that you value their efforts and find them worthy of acknowledgement.
Example: A retail manager might offer performance bonuses and incentives to sales staff, rewarding them for meeting targets, and thereby boosting morale and encouraging continued high performance across the team.
Be a member of your team as much as its leader. Work together to find solutions to problems and develop effective strategies for success.
Example: A project manager leading a cross-functional team may collaborate closely with all members to devise strategies for overcoming challenges. This ensures that everyone’s input is valued and contributing to the overall success of the project.
Envision your staff as a team with you as its coach. Guide and mentor them, helping them improve their “game” and working as a cohesive unit driving toward the same goal.
Example: A sales leader mentors their team, offering regular feedback and guidance to help them improve their performance. They work alongside them to refine techniques and celebrate wins, creating a supportive learning environment.
For a snapshot of how each management style works, refer to the infographic below for brief descriptions that highlight their unique characteristics.
There’s no such thing as the “best” or “perfect” management style. What works for your team might not work for another. The management style that aligns with you and your team depends on both your personal preferences and the unique makeup of your team.
Every team has its own dynamic, shaped by the specific individuals who are part of it. Change one person, and you can completely alter the team dynamic. An effective leader “takes the temperature” of the team and adapts their approach to fit the situation, recognizing that no single management style is a one-size-fits-all solution.
Ready to sharpen your leadership skills and find your management style? The University of Texas Permian Basin offers an online Bachelor of Business Administration in Management. Our business program is one of a select few in the nation to be accredited by the respected Association to Advance Collegiate Schools of Business (AACSB International). Only 5% of the world’s business programs can claim this distinction.
We designed our program to build an in-depth theoretical understanding and practical, working knowledge of business and leadership fundamentals. It will help you strengthen your ability to think strategically and execute functional components of corporate operations, as well as improve your decision-making skills and your ability to apply business concepts in real-world scenarios.
Our Bachelor of Business Administration in Management is presented 100% online through asynchronous courses. This enables you to complete your coursework anywhere, 24/7, on your own schedule. If you’re currently working, have ongoing family responsibilities, or both, you’ll find this flexibility to be a tremendous advantage. Most of our program courses last just eight weeks. When you’re finished, your BBA provides a respected educational credential that can help you in your current and future professional endeavors in practically any business sector.
Develop leadership qualities that can help you gear your management style to today’s workforce with an online Bachelor of Business Administration in Management!
Sources:
https://www.workzone.com/blog/management-styles/
https://www.valamis.com/hub/management-styles
https://www.hatchbuck.com/blog/top-5-things-millennials-want-workplace
https://www.techrepublic.com/article/what-do-millennials-want-and-expect-to-get-from-work
Video calls. Robot vacuums. Voice assistants. Thirty years ago, we only saw this technology in cinema or on TV. Today, they’re billion-dollar industries. Many of the technologies now reshaping how we live and work first appeared in movies or on TV. While most viewers were happy to lose themselves in the narrative, an enterprising few…
Forget everything you think you know about management roles, like the idea that for the rest of your life, you’ll be chained to a desk under a ceiling of fluorescent lights. That’s not what management looks like—or at least, it doesn’t have to be. A business management degree doesn’t condemn you to a cubicle; it…
“It’s a beautiful summer day …” your star employee says as they stare longingly out the window. And chances are, they’re not the only one. Summer tests even the strongest teams. As the dog days hit, bloggers and journalists love citing a 2012 survey claiming that productivity drops a massive 20% during the summer. But…
As someone who’s been talking to people since they were a toddler, communication may like a simple concept at first glance. But it’s worth a deeper look, especially if you’re thinking about studying it. First, understanding what communication really entails helps you see how important it is to our daily lives. Second, communication isn’t limited to just talking or writing. It’s a dynamic field that touches everything from human interaction to technology to business strategy.
Whether you’re watching a show, sending a text, or giving a presentation, you’re engaging in communication. And when you study the art and science behind it, you unlock powerful tools that can propel you in any career.What Is Communication and Why Is It Important?
At its core, communication is the process of sending and receiving messages. This exchange of information helps us express ideas, solve problems, and build relationships. Without effective communication, even the best ideas can get lost in translation.
At the fundamental level, communication is getting some kind of message across to others. This can be achieved in a variety of ways:
Communication is also technology. Phones that we use to speak with and send text messages to one another. Computers that we use to send emails, view videos, and research university articles. Radios that keep us company while we’re driving from place to place. Televisions that show us original scripted programming, sports, and advertisements—often all at the same time.
Communication is also a career. From writers who create the content for all of that technology to the people who disseminate that content via the web or other media, and their colleagues, all have careers in communication. Even in roles outside of specific communication fields, good communication skills will play a vital role in your professional success.
Wanted: Hermit. No prior experience necessary. Competitive salary. Apply today. No phone calls, please.
When was the last time you saw a job listing like this? The truth is, no matter what career you pursue, whether you want to be a mathematician or a master chef, communication with other people will be a fundamental part of your job.
You don’t have to be a journalist to need solid written and verbal communication skills. Having a firm foundation in communication means that you can translate critical-thinking, research, and interpersonal skills to professional advancement in any career.
An online job search in nearly any field will yield a consistent result: employers seeking candidates with strong communication skills. Unfortunately, they’re not always finding what they’re looking for.
In a recent job outlook survey by the National Association of Colleges and Employers, 77.5% of respondents said written communication skills were a vital attribute on a resume and 69.6% of respondents said the same of verbal communication skills. Among the most valued competencies, employers ranked oral/written communications “essential.”
EducationWeek.com reported that 80% of executives and 90% of hiring managers responding to a survey placed strong speaking skills at the top of a list of 15 skills important in a new hire. This put oral communication above teamwork, decision-making, critical thinking, and other core skills.
In an article for Forbes, Blake Morgan asserts that every employee at a business should have communication training as part of their overall company training. According to Morgan, “everyone can learn from communications training, even someone who has been through it multiple times,” employees get more enjoyment out of their jobs, and employees and companies both perform better when intraorganizational communication is strong.Is There a Communication Skills Shortage?
For all the importance that communication has in the working world, many employers aren’t finding candidates with these skills. Monster.com reports that employers are “desperate to find” communication skills among their job candidates. And according to the EducationWeek.com survey mentioned above, “companies say they have a hard time finding candidates with the skills they want the most.” While 8 in 10 executives acknowledged the importance of oral communication skills in that survey, only 40% of them said that certain candidates were ready to take on duties for which those skills are a necessity.
These gaps in important career skills create employment opportunities for those who possess them, particularly those with a formal education in communication on their resumes.
The University of Texas Permian Basin can help you develop skills that are in demand among today’s employers with our online Bachelor of Arts in Communication program. As a student in our program, you’ll learn written and verbal communication skills, as well as critical-thinking and research skills—all of which can benefit you in any role or industry.
Our BA in communication program is presented in a 100% online, asynchronous format that enables you to complete a career-enhancing degree at your own pace, from practically any location. All you need is internet access and a compatible device, and you’ll be able to complete the program while maintaining your personal and professional responsibilities. All of our classes are taught by the same acclaimed faculty who teach them on campus, and most classes last just eight weeks.
Earn a bachelor’s degree in communication from UT Permian Basin and put yourself ahead of the competition.
If you’ve been considering a bachelor’s degree in communication but are wondering how it can benefit you, we have a lot to tell you! Below we outline skills and career pathways closely connected to a communication degree and explain how you can earn yours while continuing to meet your professional and personal obligations. Skills You’ll…
You can speak the same language as someone and still completely miss each other’s meaning. That’s part of what makes intercultural communication so important. Whether you’re working with international teams, studying abroad, or connecting with people from different backgrounds, communication involves more than just choosing the right words. Intercultural communication is how people from different cultures share ideas and make sense of one…
Crisis scenarios like these happen more often than you think: A customer gets sick or injured using your product or service. A company official makes an embarrassing public remark. A data breach exposes sensitive customer information. These types of incidents can cast an entire organization in a negative light. When crises occur, it’s important…
Digital commerce is the buying and selling of goods and services through digital channels such as websites, apps, and social media platforms. This includes traditional online shopping—but also that oddly specific TikTok Shop lamp you found at 11:47 p.m.
For many consumers, digital commerce has become part of everyday life because it’s fast, flexible, and easy to use.
Let’s break down:
More businesses are investing in digital commerce because that’s where customers make purchases. As of 2025, about 59% of consumers preferred shopping online, while only 41% still prefer shopping in stores.
Today’s shoppers expect flexible buying experiences across websites, apps, and social media platforms. Businesses that can meet those expectations are better positioned to stay competitive and reach customers beyond a single physical location.
Digital commerce also gives brands more tools to improve the buying experience, including:
At this point, having a digital commerce presence is more of a baseline necessity than a bonus feature.
Digital commerce shows up in more places than people realize. A few common examples include:
In some cases, a physical product arrives at your door. In others, the product shows up instantly on your device, which is its own kind of satisfaction. Either way, the entire transaction happens through digital channels.
Digital commerce works well for consumers because it eliminates most of the friction from in-person shopping.
There’s no drive across town, no waiting in line, and no rearranging your whole day around store hours. It also gives customers more control: They can browse when they want, read reviews, compare options, and make purchases literally 24 hours a day.
And around major shopping events, online convenience becomes even more obvious. Plenty of people would rather scroll through Cyber Monday deals from the couch than battle Black Friday crowds in a parking lot before sunrise (and honestly, we can’t blame them).
The University of Texas Permian Basin offers an online undergraduate certificate in digital marketing through its AACSB-accredited College of Business. The program helps students build skills in areas such as e-commerce, digital branding, social media marketing, and analytics.
With a flexible online format, it’s designed for students who want to strengthen their digital skill set while balancing the other important areas of their lives.
Learn more about UTPB’s 100% online certificate in digital marketing to see if it aligns with your future goals—and contact us if you have any questions!
Gen Z and younger millennials haven’t just entered the consumer marketplace. They’re reshaping it. According to a 2024 survey, 20% of U.S. consumers made purchases on a social media platform at least weekly. This means Gen Z and millennials are setting the tone for how future generations will discover and buy from brands. These digital…
Honoring and celebrating our mothers has been a global tradition throughout history. Although Mother’s Day was officially declared a U.S. holiday in 1914, its origins date back centuries. People have honored their mothers across cultures and time periods through festivals, religious observances, and communal gatherings. Understanding the historical significance of holidays like Mother’s Day provides…
Many of us feel the invigorating sense of fresh starts and second chances that New Year’s brings. On January 1st, we’re often eager to embrace a healthier, polished version of ourselves—and we’re not alone. According to a 2024 Forbes Health poll, 48% of participants said improving their fitness was their top priority, 36% cited improving…
In recent decades, accounting has unfortunately become synonymous with scandal in the world of big business. While the vast majority of companies use legal and ethical accounting practices, many of those involved in scandals are or were major players with household names. This cast an unfortunate shadow over a very important and legitimate profession.
What causes accounting scandals? Greed is a factor, though some types of accounting frauds are carried out to protect the solvency of a company. Let’s look at five of the biggest headline-generating accounting scandals in recent memory and see what steps have been taken to prevent future occurrences.
General Electric (2019)
In early 2018, the Securities and Exchange Commission (SEC) announced it was investigating General Electric (GE) for what it called “aggressive accounting” practices. Later the same year, the Department of Justice also began an investigation of GE. The following summer, a whistleblower accused the corporation of fraud to the tune of $38 billion. The company had financial woes due, in part, to losses in its long-term care insurance division. Put simply, policyholders were living longer than expected, forcing the company to pay out more claims year after year. The company was accused of hiding massive losses to disguise its true value. Its stock took a large hit, CEO John Flannery stepped down, and the company was removed from the Dow Jones Industrial Average after more than 120 years.
Bernie Madoff (2008)
One of the most highly publicized financial scandals was stockbroker Bernie Madoff’s Ponzi scheme. Named after Charles Ponzi, who conned investors in the 1920s, this type of scheme involves paying current investors with funds solicited, under the guise of an investment, from new investors rather than through an actual investment. The fraudsters typically skim some money for themselves from every transaction. Madoff was ultimately sentenced to 150 years in prison and had his $170 billion fortune and property seized. Several others who were involved in Madoff’s scheme, including one of his sons and a number of investors, committed suicide. His scheme wiped out the life savings—estimated in the billions—of investors worldwide.
Lehman Brothers (2008)
This renowned global financial services firm went bankrupt after misrepresenting its financial assets, constituting the largest bankruptcy case in U.S. history at the time. Executives at the company and Ernst & Young, the company’s auditor, collaborated to hide $50 billion in loans by listing them as sales. Lehman Brothers had been an aggressive lender during the housing bubble of the early 2000s. When the subprime mortgage market collapsed (starting around 2007), the firm was dealt a financial blow that eventually proved fatal. Ironically, Lehman Brothers had been named the #1 “Most Admired Securities Firm” by Fortune Magazine just one year before its collapse.
AIG (2005)
Multinational insurance company American International Group (AIG) acknowledged securities fraud to the SEC. In a press release, the commission declared that AIG “materially misstated its financial results through sham transactions and entities created for the purpose of misleading the investing public.” The press release details various irregularities connected with the corporation’s financial misstatements, concluding that “as a result of these actions and other accounting improprieties, AIG fraudulently improved its financial results.” The bailout of AIG, considered “too big to fail” since its assets were intertwined with so many other financial institutions worldwide, created its own scandal, as American taxpayers bankrolled the rescue with funds that AIG executives accepted as bonuses. AIG is still in operation to this day.
As a response to unchecked use of taxpayer funds that occurred after financial scandals such as AIG, efforts have been made to prohibit companies that receive coronavirus-related bailouts from enacting mass layoffs or compensating executives. So far, these efforts have been unsuccessful.
Enron (2001)
Enron Corporation was an energy, commodities, and services company that collapsed due to multiple financial offenses, taking with it the massive accounting firm Arthur Andersen. Enron had misled regulators with fake holdings and off-the-books accounting practices. The company, which had losses of $591 million and was $690 million in debt by late 2000, had managed to hide its debt and toxic assets from investors and creditors. Enron’s stock tumbled, the company declared bankruptcy, and thousands of employees lost their jobs and pension benefits. Some of Enron’s executives were eventually charged with conspiracy, insider trading, and securities fraud. Company founder and former CEO Kenneth Lay was convicted but died before sentencing. Lay’s replacement as CEO, Jeffrey Skilling, was convicted in 2006 and received a 17.5-year prison sentence; he was released in 2019.
As a result of the accounting scandals of the early 2000s, Congress passed the Sarbanes-Oxley Act to shield investors from fraudulent financial reporting by corporations. This law strengthened existing securities regulations and levied stricter penalties on lawbreakers. Later, in response to the financial recession that started in the U.S. in 2007, the Obama administration helped enact the Dodd-Frank Wall Street Reform and Consumer Protection Act, which created a dedicated consumer financial protection watchdog, made financial markets more transparent, and gave the government more tools to monitor risk and rein in firms whose failure might jeopardize the country’s financial system.
Learn modern accounting practices as you prepare for a career in accounting or position yourself to advance within the field in an online degree program from The University of Texas Permian Basin. Gain the skills that can help you thrive as a knowledgeable, ethical CPA or in other related professions. We offer multiple programs at the undergraduate and graduate level, including:
All of these programs are available 100% online through our AACSB-accredited College of Business, the gold standard for business schools. Classes are delivered asynchronously, which means you can complete coursework on your own schedule. This is a tremendous advantage when you have professional and family responsibilities to meet while you’re earning your degree.
See how you can become an ethical and successful financial professional with help from an online UT Permian Basin accounting program.
Sources:
https://corporatefinanceinstitute.com/resources/knowledge/other/top-accounting-scandals/
https://www.accountancyage.com/2019/03/20/a-summary-of-the-cases-of-financial-scandals-of-2018/
https://www.accounting-degree.org/scandals/
https://www.cnbc.com/2018/10/30/ge-says-sec-expanding-scope-of-ongoing-accounting-investigation-shares-fall.html
Curious what you can earn with a degree in industrial technology? Whether you want to work in manufacturing, construction, or logistics, a Bachelor of Science in Industrial Technology (BSIT) can open the door to high-paying, high-demand roles.
Entry-level jobs often start around $50,000, and many graduates go on to earn well into six figures as they gain experience and certifications. In this article, we’ll break down salary data and job outlooks for some of the most popular careers in industrial technology and help you picture your future in the field.
“Industrial technologist” is a catchall term that encapsulates plant managers, industrial designers, technology analysts, and other positions centered around productivity. In general, the job outlook for this group of professionals is bright.
As industries increasingly rely on technology and automation, tech-savvy problem-solvers will remain in high demand. For a clearer look at the outlook of your potential career, let’s take a look at the job outlooks for some of the most popular industrial technology job titles.
Industrial engineers apply the lessons in productivity taught by UT Permian Basin’s online BSIT program directly to their positions. Specifically, they ensure that people, processes, and machinery work together in harmony to deliver a product or service.
There were 336,600 industrial engineering jobs in the United States in 2023, and there will soon be many more. According to the U.S. Bureau of Labor Statistics (BLS), industrial engineering positions are expected to grow by over 12% over the next decade. For their cost- and time-saving talents, industrial engineers can expect an average annual salary of about $101,000.
Cost estimators estimate the money, materials, and manpower needed to complete a project. Although this skill proves valuable in manufacturing industries, cost estimators are most often employed in construction, an industry known for slim profit margins and a need for efficiency.
Cost estimators make about $77,000 a year, but that varies depending on your level of experience and the industry you work in. There were 227,900 cost estimator jobs in the United States in 2023.
While cost estimators have traditionally played a key role in industries like construction and manufacturing, the field is seeing a projected decline of 4% in total jobs through 2033. This shift is largely due to advancements in software and automation, which allow companies to perform more accurate cost analyses with fewer employees.
So, what does this mean for you? There’s still demand for skilled cost estimators, especially those with expertise in digital tools like CAD and cost management software. If you’re tech-savvy and comfortable working across teams, you can still carve out a successful niche with the understanding that competition may be a little more fierce than in the past.
Industrial production managers oversee the day-to-day operations of manufacturing plants and hold one of the highest-paid positions a BSIT graduate can obtain, earning an average annual salary of about $121,000. There were 230,100 industrial production manager jobs in the United States in 2023.
Employment for this position is expected to grow over the next decade, but only marginally, so competition will remain fierce. You’ll need experience and education to stand out from the crowd in a field like this, which is why earning your BSIT is so important.
Industrial technologists are employed in a wide range of fields. So many, in fact, that you’ll likely have your choice of professional settings when you pursue your new career. There will always be a home for industrial technology graduates in manufacturing industries, but other fields have also been known to hire industrial technologists, like:
Using the careers listed above as examples, we know that cost estimators most often end up employed in the construction industry, while industrial engineers have a bit more freedom thanks to their versatile skill set.
As a graduate of UT Permian Basin’s BSIT program, you’ll be ready for opportunities in any number of exciting industries, including:
Industrial engineers also offer professional, scientific, and technical services, which means you could one day be earning a six-figure industrial technology salary as a consultant.
Industrial production managers, although more closely tied to manufacturing industries, still have an incredible amount of freedom when it comes to choosing where to work. According to the BLS, industrial production managers worked in the following top industries:
The job outlook for industrial technology majors is promising, but we’ve yet to discuss an even more important career outlook: your own.
As an industrial technology graduate, you’ll have a skill set that will serve you well no matter what industry you end up in. Furthermore, once employed, there’s nothing stopping you from moving from one industry to another as opportunities present themselves.
The career path you take may be linear, or it may be winding, with numerous rewarding detours. No matter where successful industrial technologists end up on their career path, their start is the same: a reputable degree in industrial technology.
A BSIT from UT Permian Basin can prepare you for a rewarding career as an industrial technologist by providing the technical and scientific skills needed to thrive in your chosen profession. UT Permian Basin’s online BSIT program can teach you how to:
Our program will also teach you the fundamental concepts of management, including principles of administration, leadership, and decision making. We offer flexible 8-week courses in a 100% online format with six start dates a year. You can pay for tuition can by the course, and financial aid is available. Click here to request more information.
Professionals educated in the use of engineering and manufacturing technology are highly sought after and will remain so for years to come. They continue to report high job satisfaction and populate some of the top-paying jobs in their industries.
These benefits, however, are exactly what makes industrial technology such a competitive industry. You get out what you put in, and only professionals with the right levels of education, experience, and work ethic will earn those high-paying, rewarding positions. If you’re ready to start on this career path and see where your hard work takes you, apply for UT Permian Basin’s online BSIT program. Your career outlook is as bright as you make it.
Learn more about UT Permian Basin’s online BSIT program.
Sources:
https://www.bls.gov/ooh/architecture-and-engineering/industrial-engineers.htm#tab-3
https://www.bls.gov/ooh/management/industrial-production-managers.htm#tab-6
https://www.bls.gov/ooh/business-and-financial/cost-estimators.htm#tab-4
Other articles you may be interested in:
Ever check the tag on a t-shirt or appliance and see “Made in China” or “Made in Mexico”? Soon, you may be seeing more tags labeled “Made in the USA.” Today, there’s a reshoring trend that’s reopening factories, strengthening American manufacturing, and creating new opportunities for businesses and workers. As more companies move toward domestic…
Ransomware, phishing, viruses: If it’s connected to the internet, someone’s probably trying to hack it. Threats are everywhere in today’s digital world, and now that factories run on smart technology, it’s not just laptops at risk. Industry 4.0 has moved manufacturing from traditional methods to smart, automated systems (think robots and sensors on the factory…
Imagine a factory where machines, robots, and sensors are all talking to each other, like nerves sending signals to a brain. Before a human notices anything, the system’s already flagged a motor that’s starting to lag and adjusted a product’s assembly in seconds. This is connected manufacturing in action. Today’s smart factories run on connected…
Businesses concerned only with short-term goals overcome immediate challenges but fail to prevent their recurrence. Alternatively, businesses with only long-term goals may not last long enough to see them reached. Finding an adaptable middle ground between these two attitudes is a balancing act that senior financial analysts, finance managers, investment bankers, and other professionals must perform when making a financial plan.
Professionals capable of finding the balance between optimism and realism are compensated handsomely for their expertise and efforts: financial managers make a median yearly salary of $161,700. As we discuss how to balance long-term and short-term financial planning, a valuable skill in virtually any field, consider where a career in finance could take you. Earning a Master of Business Administration (MBA) with a concentration in finance could lead to your next big career move.
Short-term financial planning is about solving immediate problems and developing strategies that will lead to results, usually within one year. Short-term goals should be achievable and adaptable to emerging circumstances. Let’s take a look at several common short-term goals and see how they translate into long-term success.
Increasing revenue by the end of the fiscal year is a common goal for financial professionals, but accomplishing this task is not as simple as charging more for products or services, having employees work longer hours, or taking unnecessary risks—especially if you hope to establish sustainable business practices. Incorporating more forward-thinking strategies, such as broadening your audience or recruiting a loyal workforce, can ensure that your immediate fiscal growth continues into the future.
Cash flow issues are not automatically resolved when a company turns a profit. Business leaders who fail to account for how cash flows in and out of their company could experience record profits one month and payroll issues the next.
Balancing long-term and short-term financial planning means more than just surviving from month to month. A strong financial plan will ensure that there are always enough cash reserves, especially during times of economic uncertainty, by budgeting for expenses accordingly.
From mom-and-pop stores to large corporations, every business needs to be properly structured. According to the U.S. Small Business Administration, “[t]he business structure you choose influences everything from day-to-day operations, to taxes, to how much of your personal assets are at risk.”
Choosing the ideal structure for a business means saving money in the present and setting a company up for success in the future.
The axiom “it takes money to make money” will stay with you throughout your career in finance. Whether it’s a loan or investment, finding a reliable source of funding is often necessary to get a venture off the ground.
Still, there’s no need to think of this as a necessary evil. Countless business partnerships have been born from these arrangements and are often instrumental in ensuring a company’s long-term success.
Once short-term goals have been established, it’s time to create a five- or ten-year plan that will see your company’s mission realized. Where will your company be in a decade? It’s okay if you don’t have the answer to that question just yet. That’s what long-term financial planning is for.
According to the Government Finance Officers Association (GFOA), long-term financial planning is “the process of projecting revenues and expenditures over a long-term period, using assumptions about economic conditions, future spending scenarios, and other salient variables.” Although the GFOA deals with government agencies, the principles of their long-term financial planning definition apply to businesses as well. Essentially, financial professionals are meteorologists who forecast budgetary needs instead of the weather.
To plan for these needs effectively, businesses should have SMART long-term financial goals. As outlined in Forbes, SMART stands for: specific, measurable, attainable, relevant, and time-bound. It may be tempting to keep a long-term financial goal broad—remain profitable, for example—but your long-term goals should be as well defined as your short-term goals.
For instance, if your company has a short-term goal to generate $1,000,000 in net income in one year, you may also want to consider a long-term five-year goal of generating $5,000,000 in net income annually.
To achieve these long-term goals, you’ll need a financial plan that includes the following elements:
You can gather the data and insights needed for a long-term financial plan by building on the processes established through your short-term goals. The lessons learned in a single fiscal year help shape projections, inform strategic decisions, and strengthen your path toward long-term success. While balancing optimism and realism is still key, integrating both short- and long-term goals into your overall financial plan ensures your business is positioned for sustainable growth.
Long-term and short-term financial planning are two sides of the same coin. You can’t plan for the future without considering current needs. Similarly, you can’t plan for a lifelong career in finance without first considering your immediate next steps. Before enrolling at UT Permian Basin, all of the students in our online MBA program with a concentration in finance had to consider this very dilemma, and they all arrived at the same conclusion.
An MBA is a versatile degree with almost limitless potential, and an MBA with a concentration in finance will only make you a more viable candidate for lucrative positions. If you’re looking to establish a career in finance or advance at your current company, our program can help you get there. At The University of Texas Permian Basin, you will:
Many of our students already have established careers and demanding schedules. Fortunately, our MBA in finance program is 100% online and can be completed in as little as 15 months, which means you can continue working while pursuing your education. If your personal long-term goal is to rise through the ranks and obtain a high-paying paying position in the field of your choice, an MBA with a concentration in finance can help you achieve it.
Learn more about UT Permian Basin’s online MBA program with a concentration in finance.
Sources:
https://www.forbes.com/sites/forbessanfranciscocouncil/2019/04/03/how-to-create-a-long-term-plan-for-your-small-business/#20fd1dde5b1b
https://www.sba.gov/business-guide/launch-your-business/choose-business-structure
Financial planning for millennials isn’t about hitting milestones on the same timeline our parents did. If that were the standard, a large percentage of us would already feel behind. Instead, it’s about understanding your money, making informed decisions, and building stability in a changing economy. If that already feels refreshing, good. Because many millennials are managing student loans, rising living costs, career…
Ever opened your bank account and thought: “How do I have another bill due already?” You’re not alone. Financial stress affects 61% of adults ages 18 to 35, whether it’s from: Gen Z has been through a lot—from the COVID pandemic’s economic impact to inflation and job uncertainty. That’s why smart financial planning matters more…
Imagine sending money across the world in seconds—without waiting for a bank transfer or filling out piles of forms. That’s the promise of cryptocurrency. Cryptocurrency is digital money that doesn’t require banks. Instead, your funds are secured by encryption and passwords only you control. When Bitcoin launched in 2009, it introduced a new way to…
If you’re considering a Bachelor of Business Administration (BBA), you’re likely aiming for a leadership role in the world of business. But with so many directions to choose from, picking the right focus can feel overwhelming. That’s where a BBA in management comes in. This versatile degree is designed to equip you with the communication, strategy, and leadership skills that today’s employers value most.
At The University of Texas Permian Basin, our online BBA in management program is built to prepare you for a wide range of career opportunities, from managing people and projects to launching your own business. Whether you’re drawn to HR, marketing, or entrepreneurship, your journey starts here.
Let’s explore seven rewarding—and often well-paid—careers you can pursue with a BBA in management.
The duties of a human resource (HR) manager extend far beyond administrative tasks. HR managers, along with the HR department they oversee, help shape the culture, practices, and policies at their companies.As an HR manager, you’ll wear a number of hats, but your main duty will be to foster communication between a company and its employees.
Our online BBA in management program can prepare you for this role through classes like Business and the Law and Human Resource Management, which covers such topics such as:
Human resources managers made a median annual salary of $140,030 in 2024 per the Bureau of Labor Statistics (BLS). If empathy and communication are among your professional strong suits, this is the role for you.
A career as a marketing manager is perfect for graduates who would like to continue to express their creativity in BBA management jobs. Marketing managers work with internal teams to implement marketing initiatives, whether that means kicking off a new advertising campaign or crafting click-worthy emails.They may switch between multiple platforms, or they may specialize in one area of marketing, such as social media marketing.
At UT Permian Basin, classes like Principles of Marketing teach students the fundamentals they need to excel in this role. Marketing managers made a median annual salary of $159,660 in 2024, proving that satisfying and high-paying roles are not mutually exclusive.
This career is for the closers. Sales managers promote products and services while engaging in a more direct relationship with customers than marketing managers. They work to understand customer preferences, attract new customers, and resolve customer concerns. Sales managers must also possess hard skills, like:
Depending on the size of the organization, sales managers may oversee a single team or a network of sales managers with teams of their own. Whether sales managers specialize in business to business (B2B) or business to consumer (B2C), their skills are highly valued in BBA jobs. According to the BLS, sales managers made a median salary of $138,060 in 2024.
Once a sale is made, an account manager is often there to take up the baton. Account managers are the point of contact for a client, passing along goals, rules, and expectations to the rest of their team and ensuring that they are met.
Communication is essential for this position, which is why we make it a priority in our program. Business Communications is an upper-level course covering basic interpersonal communication, including composing, editing, and revising business-related communications. Entry-level salaries for this position are about $71,000 a year; however, account managers can go on to make well over $100,000 a year
Business analyst, data analyst, market research analyst, financial analyst—take your pick. Thanks to classes like Computers and Problem Solving, graduates of our program possess the problem-solving skills needed to succeed in any of these BBA jobs.
Analysts look at data to devise ways to improve businesses’ processes and systems. They are often called upon to initiate change without losing sight of a business’s overall goals. For example, financial analysts might assist companies with investments while being mindful of risk and potential losses—a valued skill that nets financial analysts an average annual salary of $101,910.
Individuals wishing to continue their education in finance can earn a Master of Business Administration with a concentration in finance. Like our BBA in management program, this program is flexible, 100% online, and accredited by the Association to Advance Collegiate Schools of Business (AACSB).
Although their job duties will depend on their chosen industry—law, healthcare, construction and engineering, information technology—project managers are responsible for planning, initiating, and overseeing specific projects. This means considering a number of resources, including time and money.
Production Operations Management is an upper-level core course in our online program that can prepare students for this exciting position by teaching them fundamental concepts of management, including:
According to the Project Management Institute, there will be an average of 213,974 newly created positions each year through 2027 in project-management-oriented industries in the U.S. In addition to being in demand, project managers are well compensated, making just over $90,000 a year. Project managers can go on to earn even higher salaries as program managers and portfolio managers.
One of the major appeals of our online BBA in management program is the access it provides to flexible career paths. Many graduates of our program decide to forge their own career paths by starting small businesses.
UT Permian Basin’s online BBA in management program can prepare you to step into a leadership role by teaching you how to:
U.S. small business owners make about $70,000 a year, but how much you pay yourself is entirely up to you. This is one of the most important decisions you will face as a business owner. What’s right for you, and what’s right for your business? This is just one of the many questions you’ll be prepared to address as a graduate of our program.
If you’re interested in developing the leadership, communication, and management skills needed to succeed in BBA management jobs, our online BBA in management program is for you. Our program is AACSB accredited and 100% online. Earn your degree while prioritizing your personal and professional life. Apply now for an online program as flexible as your future career path.
Learn more about UT Permian Basin’s online BBA in management program.
Sources:
https://www.bls.gov/ooh/management/human-resources-managers.htm#tab-1
https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm#tab-4
https://www.linkedin.com/salary/account-manager-salaries-in-united-states
https://www.indeed.com/career/project-manager/salaries
“It’s a beautiful summer day …” your star employee says as they stare longingly out the window. And chances are, they’re not the only one. Summer tests even the strongest teams. As the dog days hit, bloggers and journalists love citing a 2012 survey claiming that productivity drops a massive 20% during the summer. But…
Meetings. Emails. Last-minute requests. Some days, it feels impossible to knock anything off the to-do list. If this sounds like you, you might be in need of some time management tips and tricks. Time management is a skill like any other, and it can be honed with practice and patience. We’re here to show you…
In 1999, only three large public companies were headed by women. While that number has since increased—women now hold approximately 32% of senior-level positions globally—there remains considerable room for progress, especially given that women make up 41% of the global workforce. This isn’t to say that women aren’t breaking barriers in traditionally male-dominated fields. Take…
