Department of Management and Social Sciences

Bachelor of Science in Media and Communication Studies

BS Media and Communication Studies

Program Mission

Program Educational Objectives

Program Learning Outcomes

Curriculum

Faculty

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Bachelor of Science in Media and Communication Studies

The four-year full-time BS Media and Communication Studies degree program is designed and developed in view of the communication revolution brought about by new technologies. The program is tailored to produce effective media and communication practitioners, leaders, managers, and entrepreneurs in a world of global media convergence. The curriculum offers a wide range of theory and practical courses which will help the students in acquiring expertise in various fields of the media industry. The degree can lead to a wide range of careers. In immediate and practical terms, the students become equipped for an enormous range of careers and postgraduate opportunities. The BS Media and Communication Studies graduates can pursue careers in print media, news television channels, radio programming, film making, social media management, content writing, public relations, and media research centers.

Program Educational Objectives (PEOs)

The graduates of Mass Communication program are expected to

Be able to use knowledge and skills in pursuance of a successful career in Mass Communication, research, teaching and other related areas.
Keep abreast with current developments and issues in Mass Communication and engage in life-long learning.
Contribute positively to society through responsible, professional, and ethical practice in pursuance of their career and research.

Program Mission

"The Department aims to provide quality education in Management and Social Sciences that endorses excellence in research, critical thinking and creativity".

Program Learning Outcomes (PLOs)

Upon successful completion of the degree in Mass Communication, students should be able to:

Recognize and apply foundational historical context from the field of communication and media studies to an examination of the contemporary world.
Analyze the outcomes and effects of their communication actions and those of other individuals and groups.
Produce work that contributes knowledge and expresses creativity with effective communication skills in media across written, oral, visual, and interactive forms.
Use appropriate conventional and evolving technologies in public, professional, and interpersonal contexts.
Demonstrate active listening and appropriate responses to the verbal and nonverbal communication of other(s) in the one-on-one or small group communication process.
Analyze the benefits and negative effects of mass communication channels and sources in society.
Function effectively in a team by assuming different roles and demonstrating effective leadership qualities to accomplish a common goal towards a significant project.
Conduct him/herself in a professional and ethical manner, and practice industry-defined work ethics
Communicate effectively both verbally and in writing with a range of audiences.
Engage in continuing professional development and life-long learning.

Semester Plan

Course Code	Course Name	Credit Hours	Pre Req
MC101	Introduction to Mass Communication Course Description This freshman level course equips the students with the applied concepts of Physics that would serve as a foundation for subsequent electrical engineering courses. The important topics covered include electric charges, electric field, electric potential, Coulomb’s law, Gauss’s law, capacitors and dielectrics, electric current, Ohm’s law, magnetic field, magnetic force on current, Ampere’s law, Faraday’s law, Lenz’s law, work and energy, linear momentum, Torque and angular momentum, equilibrium and elasticity, wave theory and law of thermodynamics.	3+0	None
SS104	English–I Course Description It will enable the student tolerant the basics of Functional English Language which are essential in for spoken and written communication. In order to enhance language skills and develop critical thinking, a grammar component will serve as a remedial necessity to help overcome their common errors English Language. The main topics include Parts of speech and use of articles, Sentence structure: Active and Passive Voice Practice in unified sentence, Analysis of phrase, clause and sentence structure Transitive and intransitive verbs, Punctuation and spelling Vocabulary building, Comprehension, Reading Skills, Writing Skills, Making an outline, paragraph development, writing headlines, reports & short articles, precise writing, speaking Skills, Listening, Translation skills and Paragraph writing.	3+0	None
SS108	Islamic Studies Course Description This course is aimed at providing basic information about Islamic Studies, to enhance understanding of the students regarding Islamic civilization and to improve their knowledge about the Issues related to faith and religious life. The main topics include Introduction to Quranic Studies, Basic Concepts of Quran, Articles of faith, Study of Selected Text of Holy Quran, Seerat of Holy Prophet (SAWW)-Sources of Islamic law, Quran, Sunnah, Ijma, ijtihad, Economic System, Political System of Islam, and Social System of Islam.	2+0	None
CSXXX	Introduction to IT Course Description This course is aimed at introducing the students to computer technology and techniques with the view to acquaint them with its use in Print and electronic Media. It focuses on the use of various software a journalist can use while practicing journalism (print/television/radio) in daily routine. However this course will only provide the basic introduction of the said soft-wares as in the advance courses students will learn the various other aspects in detail. The main topics include: Introduction to Computer (Hardware/Software), Internet basics (Internet Connectivity, IP Settings, Installation of Programs, Window Installation, Internet Securities, File formats (for Audio & Video), In-Page Basics (Urdu Composing and Page Making), Adobe Page Maker basics (Creating layouts for Newspaper and Magazines), Adobe Photoshop basics (Basic still image/Picture editing), Coral Draw Basics (Page and image making and designing), Adobe Audition Basics (Basic Audio Editing for Radio), Adobe Premier Basics (Basic Video Editingfor Television/Documentary/Short Film etc…) and Macromedia Flash Basics (Basic creation of Flash Images, Flash Picture Gallery and Flash Video for web and other formats)	3+0	None
SS216	Introduction to Sociology	3+0	None
MT100	Basic Mathematics Course Description The course is designed to prepare the students, not majoring in mathematics, with the essential tools of calculus to apply the concepts and the techniques in their respective disciplines. The main topics include: Preliminaries, Real-number line, Function and their graphs, Solution and equations involving absolute inequalities, Limits and Continuity: Limit of a function, Left hand and Right hand function, Continuity, Continuous function, Vectors: Scalar and Vector Products, normals to planes equations of planes and lines, Complex Numbers addition, multiplication, division, Arg and diagram, polar form, de Moivre's theorem, Partial Differentiation, functions of two variables, functions of three variables of matrices, transposed, identity and zero matrices. Solutions o. Finding values from functions of different variables, Matrices : linear equations written as Ax = b. Addition and multiplication f 3 x 3 sets of linear equations, Adjoin Matrix, inverse matrix, determinants, Gaussian Elimination Method, Gauss-Jordan Method.	3+0	None

Course Code	Course Name	Credit Hours	Pre Req
MC102	Mass Media in Pakistan Course Description This course is designed to study the role of Muslim Press in the Sub- continent with reference to the work of eminent Muslim journalists, and its role during freedom movement and struggle for Pakistan. It is further designed to help students to have a look on the evolution of print and electronic media in Pakistan from the beginning till date, with reference to their problems and prospects. The main topics include: Historical Background, Growth of the Press in the subcontinent, Role of Sir Syed Ahmed Khan, Moulana Hasrat Mohani, Moulana 14 Muhammad Ali Johar, Moulana Abul Kalam Azad and Zafar Ali Khan, Press and the Pakistan Movement, History and Development of Press, Press since independence, Major Developments of Press in Pakistan, Major problems and prospects of Press in Pakistan, Progressive writer’s movement, Government and Press, Government Press relations, Electronic Media in Pakistan, Brief introduction to media in Pakistan, Growth & expansion of Radio, Television and Film in Pakistan and News Agencies.	3+0	None
MTXXX	Introduction to Statistics Course Description The main topics include: Definition of Statistics, Population, sample Descriptive and inferential Statistics, Observations, Data, Discrete and continuous variables, Errors of measurement, Significant digits, Rounding of a Number, Collection of primary and secondary data, Sources, Editing of Data. Exercises, Presentation of Data, Measures of Central Tendency, Measures of Dispersion, Probability and Probability Distributions, Sampling and Sampling Distributions, Hypothesis Testing, Testing of Hypothesis- Single Populatio, Testing of Hypotheses-Two or more Populations, Testing of Hypothesis-Independence of Attributes, Regression and Correlation.	3+0	None
SS203	English–II Course Description This course will meet specific needs of the students of Communication Studies to equip them with the modern writing and presentation capabilities in order to meet the diverse market demands. The main topics include, Essay writing, Academic writing and Presentation Skills	3+0	SS104
SS118	Pakistan Studies Course Description The course is designed to develop vision of Historical Perspective, Government, Politics, Contemporary Pakistan, Ideological Background of Pakistan. The main topics include: Historical Perspective, Government and Politics in Pakistan, Economic institutions and issues, Society and social structure, Cultural diversities	2+0	None
MC103	Functional Urdu Course Description It will enable the students to learn the basics of Functional Urdu Language which are essential for spoken and written communication. In order to enhance language skills and develop critical thinking, A grammar component will serve as are medial necessity to help overcome their common errors in Urdu Language.	3+0	None
PSY204	Social Psychology	3+0	None

Course Code	Course Name	Credit Hours	Pre Req
MC201	Broadcast Media (TV & Radio) Course Description The course will enable the students to Learn Audio Video Coverage and Audio Video editing and writing, it will also develop understanding basic concepts of Radio and TV News, the difficult approaches when reporting for radio and TV and To Produce a radio and TV news. The topics include: Introduction to Radio as a medium and structure, Radio Production, Audio editing using adobe audition software, Basics of Radio News writing and types of Radio news, Socio-economic impact of FM Radio economic, Introduction to television as a medium and structure, Basics of writing style guide for television,Basics of TV News writing and its types, Elements of a television news bulletin, Television Production and Basics of Video acquisition.	3+0	None
MC202	Introduction to Social Media	3+0	None
MC203	Political Science	3+0	None
SS211	English–III Course Description The course aims at augmenting students’ proficiency in technical writing in order to sensitize them to the dynamics, challenges, and needs of the modern world characterized by technologically advanced social, cultural, and corporate settings. It focuses on students’ ability to effectively convey and exchange information in cross-cultural, international, and multinational milieu necessitated by the emergence of global society. The course includes the major topics, Technical Writing Overview/Strategies/Do’s and Don’ts, Technical Vocabulary, Language Technicalities, Steps to Effective Writing, Common Writing Errors, Proofreading and Editing, Memo Writing, Letter Writing, mail Writing, Report Writing, Minute Taking, User Manuals, References, Presentation Skills, CV and Cover Letter, Interview Skills, Research Methodology an overview, and Bibliography/ APA & IEEE Format.	3+0	SS203
MGXXX	Economics	3+0	None
MC204	Graphic and Design Course Description Visual design is a problem solving endeavor. In Introduction to Graphic Design student will learn the basic principles of visual communication and how to apply them in concert with design methodologies in order to solve communication and design problems. During this class students will use Adobe Illustrator, a vectorbased drawing program; Adobe Photoshop, an image creation and processing program; and Adobe InDesign, a page layout program which allows you to assemble images and text into multi-page documents. Building design expertise comes with practice and this class is comprised of a series of readings, homework assignments, exercises, and projects. Design is also an intellectual activity so we will have discussions and reviews (i.e., critiques) of your work during the semester to help further your understanding of the design principles and processes involved. Because of the structure of this course attendance is necessary for learning and is required (unexcused absences will affect your final grade). Deadlines are fixed. If you need to miss a class it is your responsibility to inform me in advance and to subsequently make up the work. You are expected to conduct yourselves within the guidelines of the UNC-CH Honor Code (see p. 9). All work must be completed with the high level of honesty and integrity that this university demands.	3+0	None

Course Code	Course Name	Credit Hours	Pre Req
MC205	Communication Theory-I Course Description This course aims to equip the students to identify different phases of mass communication theories development in the historical context. It will enhance their abilities to understand different intellectual foundations in the field of mass communication. The main topics include: Paradigm, theory and model Types and functions of theories, Four eras of mass media theory, Direct effect paradigm Propaganda theories, Limited effect paradigm Two step flow of information Selective process Klapper’s phenomistic theory Diffusion theory Functional analysis, Normative theories, Libertarian theory Social responsibility theory Development media theory Democratic participant theory.	3+0	None
MC206	Journalistic Language (English/Urdu) Course Description The main topics include Introduction to journalistic writing, Difference between journalistic, common and literary writing, Writing for newspapers, radio, TV and online media, Difference between writing for print and electronic media, Common technologies used in journalism and Translation of Urdu to English news stories.	3+0	None
MC207	Editing and Designing Course Description To train students about the modern computer based methods of sub- editing. Students will be trained to use advance soft-wares available for editing/page making/ designing both for newspaper and magazines. Students will also be trained to learn modern editing techniques in Pakistani and International perspectives Also to acquaint students with skills to Work on Various Desks in the news/editing room. The main topics include: Editing and designing in different categories of newspaper i.e. Sports, Commerce, City page, International, Front and Back Page, Editing and designing for magazines and Periodicals, Editing Software, Illustrator (Basic & Advance), End page (Basic & Advance), In-page (Advance), Adobe Photoshop (Advance) and Corel Draw (Advance)	3+0	None
MC208	Gender and Media Studies	3+0	None
MC209	Introduction to Videography	3+0	None
MC210	Photo Journalism Course Description The course introduces, explores and develops photographic skills and concepts required by people employed in world of reportage, editorial and essay photography. Photojournalism is making photographic stories out of events and their impact on people. Course instructor Les Bazso will examine topics related to visual reporting to combine words, still or multiple images and designs to tell a story. The class is intended to teach students the fundamentals of multimedia photojournalism to meet the reporting challenges of the emerging digital Internet world. The course emphasizes techniques; equipment and materials students require producing quality photographs for publication. Students are encouraged to create images that are more than illustrative but are able to move, inform and provoke the viewer	3+0	None

Course Code	Course Name	Credit Hours	Pre Req
MC301	Introduction to Advertising and PR Course Description This course is designed to introduce students to the principles and techniques of advertising and public relations as currently practiced.Emphasis will be on the public relations and advertising processes and such activities that bring out student’s problem-solving approach and creativity in message construction. The main topics include: evolution and development of advertising, advertising definition, function and scope, types of advertising, techniques of advertising, 17 principle of successful advertising, merits and demerits of advertising, macro and micro economic impact of advertising, socio-economic role of advertising, develop of advertising campaign, practice advertising campaign, definition, nature, scope and history and process of PR.	3+0	None
MC302	Video Editing	3+0	None
MC303	Research Methodology-I Course Description This course will give the students an insight into the basic principles of scientific research. Students will further be sensitized with the methods, techniques and other relevant concepts to investigate the media related phenomena in contemporary society. The main topics include: The research process, What is research, The development of mass media research, Media research and scientific method, Two sectors of research, Academic and private, Differences between Quantitative and qualitative research, Research design for quantitative research, Identifying the research problem, Formulating the problem statement, Reviewing the literature, Theoretical framework, Formulating research questions, Formulating hypothesis, Conceptualization and operationalization of variables, Identifying the methodology, Sampling techniques, Collection of data and Tabulation and interpretation of data.	3+0	None
MC304	Feature, Column & Editorial Writing Course Description The course is designed to develop writing skills of the students for advanced journalistic writing like, editorial, column, feature, book reviews, Radio, TV programmes review. It would enable students to differentiate among various types of newspaper writings apart from the news. This course is also planned to train the students in such a way that they should learn the basic technique sand principles for these writings. The main topics include: The Editorial, Definition of Editorial, Its purpose, importance and forms, Functions of Editorial, The Techniques of Editorial writing, The contents of editorial page, The editorial page in Pakistan and its standard, Difference between editorial, column and feature, 18 Analyzing the media policy through editorials, Writing practice, Feature Writing, Column Writing and review.	3+0	None
MC305	Communication Theory-II Course Description The course aims to promote students critical and analytical approaches towards understanding of mass communication theories. It also aims to prepare them for further inquiry into the field of Mass communication. The main topics include: Emergence of critical and cultural theories of mass communication, Frankfurt school, Political economy, Media and audiences: theories about the role of media in everyday life, Uses and gratification, Framing and frame analysis Theories of media and culture and society, Agenda setting, Knowledge gap, Spiral of silence, Media dependency theory and Cultivation theory.	3+0	None
MT305	Statistical Inference	3+0	None

Course Code	Course Name	Credit Hours	Pre Req
MC306	Online Journalism Course Description This course covers the comparative picture of traditional Journalism with web journalism with the emphasis on web is the future of Journalism and role and responsibilities of press and the journalists are changing. It tells the students how writing for web is different from print and broadcast. Students will learn news story structure for the web with inverted pyramid and other elements of stories. Students will closely examine the world of newspapers online before putting learned skill into practice. Along with aesthetic elements required for web, the students will know what technical requirements for the web are. They will learn how to build up and operate their own website. The main topics include: Significance of web, Introduction and overview, Traditional Journalism and the Web, Web Journalism and New Media, Thinking of web, Writing for web, Navigating the web, Web Production team, Developing Your Website and Operating the we.	3+0	None
MC307	Media Ethics and Law Course Description The course seeks to apprise the students about the codes of ethics, the laws and regulations, which are governing and regulating the media in Pakistan. The course develops the sense of norms, values and responsibility in future professionalize, government media relationship and press freedom in Pakistan. The main topics include: Ethics, Media ethics, Ethical problems, Codes of Ethics and Application, Press Council of Pakistan, Media Laws and Case Studies.	3+0	None
MC308	News Writing and Reporting Course Description The students will be taught the elements of selection, writing, editing, compiling and presentation of news for television. They will be taught the technical aspects of camera, lights and microphones and shooting and editing of news films and 19 their placement in the news bulletin, besides the use of the live inserts and sound bites. They will be expected to produce bullet in for television. This is a practical course. The main topics include: Complete knowledge and understanding with the Set-Up of TV News Departments. Determining News Values, News Caster Criteria, News Sources, Writing Broadcast News, How to Improve Your Storytelling ability, Ad-Lib Situation within Broadcast News, Television News Team and News Cast, Television News Anchoring, Teleprompter, Types of television news, Formats of Television News, Television News Reporter, Field Reporting and techniques of Shooting Television News, Writing and Producing the Package, Live Stand-Up, Beepers and Tickers, Telling the Visual Story, Television Script Formats, The visual Grammar of Motion Picture Photography, The magic of Light and Lighting, The Broadcast Interviews, Sound Recording, ENG, the Laws and Ethics in News Reporting, Introduction to Video Editing and Practical.	3+0	None
MC309	Investigative Journalism Course Description The course seeks to teach the students to look beyond the news to analyze, interpret and present events with depth and background. It aims to produce writer who will not only look at the facts at their face value, but also explore hidden dimension. The main topics include: Interpretative report; concept, gathering information, special sources of information, Structure of interpretative, What is an investigative story, Need of investigation and structure of investigative reporting, Conflict and disaster reporting, Security protocol for conflict reporting, Photojournalism; issues in conflict and disaster reporting and Questions of ethics & laws.	3+0	None
MC310	Intercultural Communication Course Description As Societies throughout the world become increasingly interdependent, an ability to understand and to make use of communications has never been more important. This course will enable the student to assess the role and function of communication in the public sphere and to evaluate the management and practice of communication within the political process as well as between government and citizens, our discussion of international communication is grounded in an exploration of propaganda, since the practices, critique and theories of contemporary international communications. The course covers a wide range of core subjects including, communications theory, culture, media, information technologies and globalization etc. The main topics include: Defining international Communication, Historical perspective, Theorizing International Communication, International Communication in the Internet age, (Imbalance in) International Information flow, The New World Information and Communication Order (NWICO), Towards an integrative view of balanced information flow, Contra flow of communication: case studies: Middle East, Iran, China and India, International/Transitional Media Organizations, International Broadcast Networks, Globalization of media and corporate 20 expansion, Global homogenization, Cultural hybridity, Revised cultural imperialism, Media of Diaspora, How governments manage their international communications, How governments position themselves and create a national identity and image, Towards an alternative public sphere.	3+0	None
MC311	Research Methods-II Course Description A relatively advanced level course of research will further enlighten the students about different steps involved in a typical research model. The students will learn how to collect the data after implementing appropriate method and the basic elements required for writing a good research proposal/research report. The main topics include: Quantitative research methods, Content analysis Experimental method, Longitudinal research Qualitative research method, Writing research report Reference writing and Use of SPSS.	3+0	None
MC401	Internship	3+0	None

Course Code	Course Name	Credit Hours	Pre Req
MG402	Script Writing	3+0	None
MC403	National and International affairs Course Description This course is designed to provide the students an insight of event sand affairs taking place in and around Pakistan. Understanding national and international affairs is indispensable for persons working for media. This course is planned to enlighten and enable the students to analyze events With proper perspective. The main topics include, National Affairs, Basics of Pakistan’s Foreign Policy and Pakistan’s relations with other countries – India, Afghanistan, Iran, China and US, SAARC, ASEAN, Contemporary issues political instability, Governance Issues, Health, Education, Water, Population, Gender, Human rights, Poverty etc. Elements of national power: geography, ideology, natural resources, education, economy etc. International Affairs, Shift in balance of power: end of bipolar system and it implications, The United Nations and its current role in conflict resolution, Muslim World, issues and problem, Role of OIC, Issues and problems faced by contemporary World, Geo Political Status of Pakistan, Regional Arrangements three case studies European Union, ASEAN, and SAARC, Middle East issues and Kashmir Dispute.	3+0	None
MG499(I)	Research Thesis/ Research Project-I Course Description Every student will be requiring conducting research on a carefully select topic under the guidance of his/her teacher and submitting a research report at the end of the semester. The written report will be reviewed and evaluated by an external examiner.	3+0	None
MCXXX	Specialisation-I	3+0	None
MCXXX	Specialisation–II	3+0	None

Course Code	Course Name	Credit Hours	Pre Req
MC404	Development Support Communication Course Description The course focuses on Development Communication, Social Change and Development of Journalism. The main topics include: Development Communication and Social Change, The concept of change, Level of change, 21 Sources of change, The communication channels, influencing change, Obstacles to social change, Reducing resistance to change, Diffusion of innovations, Social Change and Community Participation, Difference among social, political, economic and cultural change, Relationship between social change and development, Social change and social marketing, The theories and perspectives of Social Change, Process of Social Changes, Essentials of Social Change, Role of change Agent and Opinion Leader. Systems Theory, Techniques to enhance community participation for change, Prospects and Challenges of Development Communication in Pakistan Financial problems, Lack of education and training, Control over media, Political problems, Economic Problems, Administrative problems, Media Sociology and NGO’s and their working	3+0	None
MG499-II	Research Thesis/ Research Project-II Course Description Every student will be requiring conducting research on a carefully select topic under the guidance of his/her teacher and submitting a research report at the end of the semester. The written report will be reviewed and evaluated by an external examiner.	3+0	None
MCXXX	Specialisation–III	3+0	None
MCXXX	Specialisation–IV	3+0	None

Electives of Specilaization

1. Journalism

Course Code	Course Name	Credit Hours
MCXXX	Community Journalism	3
MCXXX	Data Journalism	3
MCXXX	Long-Form Journalism	3
MCXXX	Magazine Production/ Magazine Program Production	3
MCXXX	Multimedia Journalism	3
MCXXX	Newspaper Production	3
MCXXX	Peace Journalism	3
MCXXX	Television Journalism	3
MCXXX	News Writing and Production	3

2. Film & TV

Course Code	Course Name	Credit Hours
MCXXX	Advanced Cinematography	3
MCXXX	Art Direction	3
MCXXX	Documentary Production	3
MCXXX	Film Direction	3
MCXXX	Motion Graphics & Compositing	3
MCXXX	Music Video Production	3
MCXXX	Product Development	3
MCXXX	Storyboarding	3

3. Advertising

Course Code	Course Name	Credit Hours
MCXXX	Media Planning and Buying	3
MCXXX	Campaign Designingma	3
MCXXX	Market Research	3
MCXXX	TV Commercial Production	3
MCXXX	Copy Writing	3
MCXXX	Advertising Strategy and Planning	3
MCXXX	Advanced Free Hand Drawing	3
MCXXX	2D/3D Animation	3
MCXXX	Brand Management	3
MCXXX	Digital Advertising	3
MCXXX	Copy and Layout Designing	3

4. Public Relations

Course Code	Course Name	Credit Hours
MCXXX	Crisis Communication and Management	3
MCXXX	Event Management	3
MCXXX	Media Management and Relations	3
MCXXX	Persuasive Writing	3
MCXXX	PR Campaign Designing	3
MCXXX	Digital Public Relations	3
MCXXX	International Public Relations	3

5. Media Management

Course Code	Course Name	Credit Hours
MCXXX	Media Management and Marketing	3
MCXXX	Product Development	3
MCXXX	Integrated Marketing Communication	3
MCXXX	Principles of Management	3
MCXXX	Human Resource Management	3
MCXXX	Business Communication Skills	3