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Business Innovation & Strategic Advancement (BISA)

Dr. Patricia Zapf, Vice President, Business Innovation & Strategic Advancement Email
Communications & Media Relations Email
PAU Brand Center Link

Our Mission

The Division of Business Innovation & Strategic Advancement builds and strengthens relationships with internal and external stakeholders to encourage innovation, investment and support of PAU, its mission, and goals, to ensure the long-term sustainability of the University.

Our primary areas of focus include:

  • Alumni Relations
  • Business Development
  • Communications & Engagement
  • Continuing & Professional Studies
  • Creative Services
  • Institutional Research
  • Marketing
  • Products & Experiences

Alumni Relations

The Alumni Relations department is dedicated to creating lifetime connections and meaningful relationships between PAU and its alumni. It does this by offering engaging experiences and a variety of benefits and resources, including continuing education through PAU’S Continuing & Professional Studies programs, special events, and opportunities for our alumni to demonstrate their expertise.

Business Development

The primary goal of this department is to facilitate the transfer of research, technology, and knowledge generated within the University into practical applications and partnerships that benefit students, faculty, and staff.

Communications & Engagement

The goal of Communications & Engagement is to raise awareness and advance the reputation of PAU by conveying to internal and external audiences the amazing things our students, faculty, staff and alumni are doing to elevate the fields of psychology and counseling. This is done through storytelling and a variety of engagement efforts, including campus publications (newsletters), social media, public relations, media relations, and community engagement initiatives.

Continuing & Professional Studies

To support a community of life-long learning, the University’s Continuing & Professional Studies department offers continuing education programs and certificates in specialty areas of mental health with the goal of elevating the level of practice to better serve our communities.

Creative Services

The Creative Services department provides campus stakeholders with the creative resources they need to achieve communication and marketing goals in support of the University brand. Client-focused, the department offers a range of services, including graphic design, development of print and digital materials, project management support, and more. Through this work, and as stewards of PAU’s brand identity, Creative Services partners with you in finding creative ways to bring your projects to life to support your strategic goals.

Institutional Research 

This department assists with the internal and external reporting needs of the University, including data collection and analysis, and development of reports geared towards enabling the administration to make informed decisions and improve institutional effectiveness across multiple departments.


The primary goal of this department is to support the University’s enrollment goals for both degree-earning and continuing education programs. The Marketing department uses a wide variety of data-driven strategies and tactics to generate leads for these programs, including advertising, website management and improvement, targeted content, partnerships, and more.

Products & Experiences

This department focuses on designing, managing, and delivering traditional and nontraditional products and experiences, including virtual live CE-earning events, self-paced, ondemand professional training programs, podcasts and mental health focused resources, for internal and external audiences seeking to enhance their skills or knowledge.