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Bachelor of Arts - Mass Communication

Course approval code: KPT/JPS(F1-K016)10/10

This course involves the contextual study of the theory, history, ethics, criticism and practice of media, information, and

new communication technologies. It combines scholarly academic study, critical and analytical thinking, professional conduct,

creativity and practical "hands-on" skills.

The Mass Communication degree programme offers the opportunity for students to acquire knowledge and develop practical

skills in at least two areas of specialisation: Film & Television - Corporate Production and Marketing OR Public Relations.

Course Description

There are four equal sections to be completed: a core component, a first stream, a second stream (to be selected from two

available options), and general electives. All Mass Communication students must complete six common core units in order to

acquire a strong foundation in terms of knowledge and understanding of the modes of enquiry, analysis and interpretation

associated with media, communication and information. Mass Communication students also have to do: six units in the

Film and Television - Corporate Production stream; six units either in the Marketing stream OR in the Public Relations

stream; and six general electives (students are encouraged to enrol in electives from outside their main areas of specialisation).

The Film and Television - Corporate Production stream introduces students to the concepts and practical skills relevant to

corporate video production. By means of video production exercises and projects, this stream provides students with the

opportunity to use video production technologies, and to understand the processes (such as research, scriptwriting, planning,

recording and editing) associated with corporate video production.

The Marketing stream introduces the key skills and knowledge needed for successful marketing. It provides students with an

understanding of how marketing works and of consumer behaviour, as well as the opportunity for in-depth study of specific

aspects of marketing.

The Public Relations stream develops an understanding of the fundamentals of professional public relations theory and practice.

It provides students with skills and knowledge in the principles, techniques and specific issues of contemporary public relations.

Duration and Availability

The course is available on a full-time basis. Students can finish the degree in a minimum of three years, that is over six semesters.

Students may enrol either for the March intake or for the July intake every year.

Career Opportunities

Mass communication and mass media, media production, corporate communication, public relations, and information

management - as sectors of employment - are continuously growing. The course aims to develop the creative talents, analytical,

practical and technical skills necessary for graduates to be eligible for work in the print, broadcast, entertainment, corporate

and ICT-related industries.

Mass communication graduates are most likely to be in demand for, and can aspire to gain entry into, a wide range of careers in

Video Production, Television, Advertising, Public Relations, Marketing, Journalism, Corporate Communication, Publishing,

Entertainment, and Education.