Academics Colleges and Schools School of Liberal Arts (SLA)
Ateneo de Zamboanga University
Department of Mass Communication
School of Liberal Arts

COURSE DESCRIPTION
BS Mass Communication Program
(2007 Curriculum)

Comm 115 Introduction to Mass Communication
3 units

This course is an introduction to the major fields of mass communication with emphasis on traditional media (radio, print, television), new media, and allied industries (advertising and public relations). The course entails study of the history, current practices, and effects on society of each mass media. Students of the course will also study media literacy, an overview of media laws and ethics, and mass media careers.

Comm 120 Basic Journalism
3 units
Pre-requisite: Eng 111, IT 111

This course provides an overview of the history, roles, and responsibilities of the news media. Students are taught how to determine what stories are newsworthy, how to gather information for a news story, and how to compose those information into a news story using common news formats. Journalism Ethics and Peace Journalism are incorporated in all topics covered.

Comm 220 Advanced Journalism

3 units
Pre-requisite: Eng 112, Comm 115, Comm 120

Students must have passed Basic Journalism to take this course. This course explores feature and opinion (editorial) writing. Students are taught how to determine topics and how to gather and assemble information for a feature or an opinion article.

Comm 228 Broadcast Performance
3 units
Pre-requisite: Eng 211 (Public Speaking & Debate)

This course covers the principles of professional broadcast delivery and development of skills required to be an effective radio and television announcer. Students study the role of the announcer or performer in all broadcast situations, whether live or recorded

Comm 230 Newspaper and Magazine Production
3 units
Pre-requisite: Comm 220 (Advanced Journalism), Comm 441 (Photojournalism)

This subject tackles the techniques of magazine and newspaper editing and production: editorial objectives and formulas, issue planning, article selection, editing, layout, illustration, typography, printing (cost factors and limitations) and circulation. It also includes analysis of the print industry and specific publications and their audiences. A magazine or a newspaper project is required.

Comm 240 Advertising: Graphic Design, Lay-outing, and Copywriting

3 units
Pre-requisite:

This course is an overview of the history, development, and current practices of the advertising industry, as well as its effects on society. Emphasis is on graphic design and lay-outing of ads for visual media, and on copywriting for all types of media. Students study ethical considerations and career opportunities.

Comm 250 Advertising: Production Strategy and Management
3 units
Pre-requisite: Comm 240 (Advertising: GDCL), Comm 441 (Photojournalism)

This course provides students techniques in the creation and production of advertising messages. Students take what they learned in Comm 240 and use it to conceptualize and implement whole advertising campaigns. They also work on cases, real-life or otherwise. Emphasis is on the marketing and the creative process.

Comm 310 Audio and Video Editing
3 units

This course introduces students to digital audio and video editing. The class uses Adobe Premiere and Adobe Audio but focuses on key post-production processes applicable to all audio and video editing software: basic setup, adjusting and customizing preferences and settings, capturing video and audio, file formats, titles and overlays, time code, various editing and trimming techniques, rendering and final output options.

Comm 316 Radio Production
3 units
Pre-requisite: Comm 228

Students of this course study the theories and techniques in the preparation and production of audio messages, with emphasis on news and public affairs. This course also covers the theory and practice of techniques involved in the function and operation of a radio station: Microphone techniques, engineering operations, transmitter readings, logging, and programming are included.

Comm 317 Scriptwriting for Radio
3 units
Pre-requisite: Comm 220, Comm 250

Students of this course are taught how to write messages for the ears. Importance is given to news, news releases, public service announcements, and radio documentaries. Using principles from both Basic and Advanced Journalism classes, students learn how to write news for radio: news judgment, information gathering, and writing.

Comm 319 Television Production
3 units
Pre-requisite: Comm 228, Comm 310

This course focuses on developing, producing and directing basic TV program types both taped and live with emphasis on news and public affairs. This course provides students with the opportunity to coordinate the many areas of TV production such as operating video camera, microphone, and other basic studio and control room equipment, setting up a basic production set including, lighting, and coordinating cast and crew.

Comm 320 Scriptwriting for Television
3 units
Pre-requisite: Comm 220, Comm 250

This course guides students on how to write messages for the eyes and ears. Emphasis is on news and public affairs. Using principles learned in both Basic and Advanced Journalism, students learn how to write news for television: news judgment, information gathering, and writing. The course also teaches students how to tell stories with audio and video.

Comm 326 Communication Research
3 units
Pre-requisite: Eng 112, Comm 442

This course is an introduction to the theory and practice of research in communication studies, including the critical evaluation of communication research. Students here study the role of research in media institutions and the mass communication process; basic concepts of research evaluation. This course introduces students to study design, questionnaire construction, interviewing, data processing and report writing for qualitative and quantitative research.

Comm 330 Multimedia Publishing
3 units

Pre-requisite: Comm 230, Comm 310, Comm 441

This course discusses communicating ideas using the computer as a tool. As mass Communication technologies become more electronic and digital and dependent on the Commputer, students in this course are guided how to use them wisely. They create a variety of works that combine the disciplines of advertising, public relations, journalism, television, and film. These multimedia projects are published as either a CD-ROM or an HTML site on the World Wide Web. Students learn digital video, digital sound, digital imaging, and interactive design, using Photoshop, SoundEdit, Premiere, Netscape and Astound.

Comm 410 Fundamentals of Public Relations
3 units
Pre-requisite: Comm 326

Students of this course will learn how mass communication can be used to influence public opinion. It entails the study of theories, history, principles, current trends, the ethics, and the social and economic roles of the public relations industry.

Comm 420 Public Relations Campaign Strategy, Production and Management
3 units
Pre-requisite: Comm 250, Comm 316, Comm 319, Comm 330, Comm 410

This course is designed to teach students how to conceptualize and execute Public Relations campaigns. Emphasis will be placed on use of planning and evaluation techniques. Students will have hands-on hands-on experience in program and campaign planning and evaluation, working with the media, writing for PR and coordinating special events and functions.

Comm 427 Developmental Communication
3 units
Pre-requisite: Comm 250, Comm 316, Comm 319, Comm 330

This course is designed to teach students how to use mass communication for social development. Students will study the concepts, theories, principles and methods of communication as applied in development programs.

Comm 439 Thesis/Special Project
3 units
Pre-requisite: Comm 326

The thesis or special project course equips the students with the applied aspects of writing a major research paper and is intended as a culmination of students’ university experience. Students conduct the project independently, under the guidance of a faculty advisor. The students plan, propose, design and implement a research or project that demonstrates the cumulative skills and knowledge gained from other mass communication courses.

Comm 441 Photojournalism
3 units
Pre-requisite: Comm 120 (Basic Journalism)

Students of this course will study photography as a means of visual reporting. Students will learn basic photography theories and their practical applications, camera handling and darkroom experience as related to graphic communication and mass dissemination.

Comm 442 Theories and Process of Communication
3 units
Pre-requisite: Comm 115

This course acquaints the student with a range of theories in the field of communication including Information theory, Semiotics, Symbolic Interactionism, Dramaturgical Analysis, Social Constructivism, and Cognitive theory. These are examined in the contexts of mass communication. In this course, students are introduced to the nature of communication inquiry and to beginning research methods.

Comm 443 Elements of Film
3 units
Pre-requisite: Comm 310, Comm 319, Comm 320

This course discusses film as a vehicle of mass communication. It involves the transformation of an original idea into film: initial analysis, proposed treatment plan, sequencing, film scripting, preproduction planning, and nature of the production process. A short film is produced through team effort. Stress is given to the understanding of film as a creative form of communication.

Comm 450 Law and Ethics in Mass Media
3 units

This course tackles legal rights of and restraints on the mass media and the effects on the public. It includes other related topics like legal problems of defamation, privacy, copyright, obscenity, anti-trust, and the regulation of advertising and broadcasting both in the Philippine and international settings.

In addition, the course includes ethical problems and issues in the mass media and in advertising and public relations, especially those that have to do with the gathering, processing and disseminating content. Emphasis is put on the social responsibility of media institutions.

Comm 460 Media Management and Entrepreneurship

3 units
Pre-requisite: Comm 250, Comm 315, Comm 319

This course presents management theories and practices as applied to media organizations, from large conglomerations to independent start-ups. The course covers unique characteristics of media organizations, operating philosophies, leading media organizations, legal issues and regulations, and related topics such as general management, programming, scheduling sales, promotion, and development of personnel and facilities.

Prac I Off-Campus Practicum: Print Journalism
3 units
Pre-requisite: Comm 230, Comm 441

This course gives a real-world application of lessons learned in print journalism writing and production. Students are required to work for a minimum of 120 hours in a mass media organization approved by the department In the organization, they gather and write news and are supervised and evaluated by both faculty coordinator and supervisor from the sponsoring media organization.

Prac II Mass Communication Practicum: Broadcast Journalism
3 units
Pre-requisite: Prac 1, Comm 316, Comm 317, Comm 319, Comm 320

Students in this practicum are offered the opportunity to apply in real world what they have learned in broadcast writing and production. They are required to work for a minimum of 120 hours in a mass media organization approved by the department. They Aside from gathering and writing news, they also do gathering and editing of various audios and videos. Like in Practicum I, students are guided and evaluated by both faculty coordinator and supervisor from the sponsoring media organization.

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