MASS COMMUNICATION – ADMI

MASS COMMUNICATION

Mass Comm

 

This rigorous programme in Mass Communication equips journalists and other digital marketing communication professionals with the skills they need to reach large audiences and work across numerous media channels, including print, broadcast, online and social media. The programme covers a range of areas, and students develop skills in, and understanding of, news-writing and reporting; broadcast journalism; advertising; public relations; camera operations; and sound and video editing.

PROGRAMME LENGTH
4 Terms

CORE UNIT DESCRIPTIONS

 

Introduction to Mass Communication

In this class, students acquire the knowledge and understanding of the mass communication process, mass media industries and the application of communication in advertising.  Students also learn to appreciate the social and cultural role of mass media, as well as the influence of economics and   government on the mass media.

Writing for Communications

This course teaches students the basic principles of Communication Writing that are essential to creating successful messages. Through writing assignments of various forms of communications, targeted to specific audiences and situations, students gain an appreciation of the critical role of communication in organizations.

Introduction to Broadcast Journalism

Students learn what make makes news from a journalist’s point of view.  They develop the ability to recognize newsworthy content and to apply critical thinking, analytical skills and ethical practice in the gathering and presentation of news within the context of the professional requirements and demands of the multimedia newsroom.

Principles and Techniques of Newspaper Reporting

This course focuses on of the principles of news gathering and news writing, with an emphasis on journalistic writing.  Students learn how to construct and develop the structure of a news story. Students will acquire skills in news gathering methods, news evaluation, interviewing and reporting.

Fundamentals of Writing for Websites

In this class, students will study the unique techniques for writing for the internet environment. They learn the principles underlying writing for commercial websites, community-based websites, blogs, wikis, email, and even text messaging. Students also study how readers search for, absorb, and share online information.

Editing for Print and Digital Media

Students learn how to edit different communications including news, broadcasts, digital media, advertising and public relations. Students also develop an understanding of the similarities and differences between print and digital media.

Principles of Public Relations

In this class, students develop a critical understanding of the context of the public relations industry and its theoretical base. They develop the ability to interpret, analyze and critique current practices and issues and understand the trends of public relations and their impact on practice and management in an organization.

Introduction to Online Journalism

Students utilize the fundamental skills of reporting, writing, critical thinking and ethics to create stories combining text, images, sound and other features of digital journalism. Students also learn how to use digital tools for research and storytelling; how to write for the web; how to integrate search optimization; how to develop photojournalism and videography skills; and how to use social media to build audiences and distribute content.

Introduction to Video Production

In this class, students learn the basic concepts of digital media literacy, providing them an opportunity to explore a wide range of audio and video production technologies and techniques. Through hands-on projects, students will learn how to capture great video images and audio and learn how to edit the two elements together to tell a powerful story.

Introduction to Photography

Students will learn photographic processes, principles and technologies and develop competency in finding creative ways to solve aesthetic and conceptual problems using a variety of photographic strategies. They develop the understanding that photographic images are created and interpreted through the lens of both the artist and the viewer’s own personal, social, and cultural filters.

Producing for Television

In this class, students learn the language of television, including terminologies for people and items on a television production set, different file formats and current industry standards of television production. Through practical assignments, students learn how to take charge of a television programme production.

Directing for Television

Students develop the ability to direct material for television broadcasting including both pre-production and post-production activities. This course teaches students how to determine suitable choices for acquisition formats, how to log tapes effectively, how to design scenes and takes, and all the technicalities of making shoot day work smoothly.

Principles of Video Editing

This course teaches students both the different types of editing and the historical development of editing as an art and a science. Students learn how to select suitable editing choices and how to edit video for television broadcasts by employing different styles to create different effects.

Sounds for Television

By studying the functions and powers of sound in a production, students learn to recognize good sound vs. bad sound, to identify the problems and fix them. Students learn how to record indoors and outdoors, how to create sound effects, and how to mix tracks for a production. Students demonstrate attainment of these skills by recording audio and video of scenes from scripts they have written.

Principles of Advertising

Students develop an understanding of the key concepts, theories, principles, and ethics of advertising. Effective advertising doesn’t just happen – it is based on key principles, proven in different media and in different contexts. They will also learn to identify advertising’s role in integrated brand promotion programs including identifying audiences, segmentation and targeting.

Graphics for Communication

This course introduces students to the theories and principals related to publication design. Through practical assignments and class projects, students create a digital publication showcasing their skills in arranging and designing type and images in different layouts.

Communication and Social Media Campaigns

Students explore the applications of social media in journalism and public relations in particular how to engage with customers, establish an online brand and drive traffic to different platforms. Students demonstrate their understanding of these concepts by creating a successful social media campaign as part of their course assessment.

Issues in Communication Law & Ethics

This course examines the historical background and development of freedom of the press and the limitations that the law imposes on these freedoms. Students explore ethical issues in reporting and develop a sound understanding of the legal and ethical roles and responsibilities of the journalistic profession.

Principles and Skills of Public Speaking

Students develop comprehensive skills of speech communication from speech creation to speech delivery. Through practical assessments students demonstrate the ability to successfully articulate a position and deliver a message to listeners, through verbal and non-verbal communication.

Fundamentals of Web Analytics

Students study the theory and practice of online research principles with a focus on web analytics and social media monitoring. Students use the lessons learnt to review the effectiveness of company communications and customer interactions on a range of digital media platforms including websites, social media, and mobile marketing, and take action to achieve stated goals and objectives.

Crisis Media Management In the Social Media Era

In this era of social media, companies must respond to crisis situations with speed and effectiveness. Students learn how to take control in a crisis and use communication and media to manage the situation and protect the client’s interests. Students demonstrate understanding of key concepts by developing a workable crisis management plan that can be tailored to different situations.

Script Writing for TV & Radio Broadcasts

Through lectures and creative writing exercises, students learn how to write a script for television and radio, plus how to cast and critique it. Students will practice script writing for soaps, talk shows, and musicals. Students demonstrate competency by creating a short script that will be used for class projects.

Principles of Television Camera Operations

Students develop competency in the camera department of a television studio by studying and practicing the roles and responsibilities of a camera operator. This course gives students the ability to assemble and independently operate a camera station.

Principles and Techniques for Effective Media Research

In this class, students study the importance of quality research built on an ethical framework for effective media communication. Through practical assignments, students learn how to construct the research problem, create and test hypotheses, research designs and measurements, and data collection and analysis.

The Art of Multimedia Productions

Multimedia productions refer to content that combines different content forms to craft and deliver a message. Students will study the fundamental aspects of computer-based multimedia production for mass media and corporate applications. Students work on hands-on class projects that require them to select and combine different content forms to deliver an effective message.