Policies and Standards for Bachelor of Arts in Communication Program

June 9, 2010

CHED MEMORANDUM ORDER NO. 010-10

 

In accordance with the pertinent provisions of Republic Act (RA) No. 7722, otherwise known as the "Higher Education Act of 1994," and by virtue of the Commission en Banc Resolution No. 501-2009 dated December 23, 2009 and for the purpose of making relevant the general principles and guidelines for the operation of Bachelor of Arts in Communication program in all Higher Education Institutions (HEIs) in the country, this set of policies and standards is hereby adopted and promulgated by this Commission. ASHECD

ARTICLE I

Introduction

SECTION 1. Rationale. — The increasing complexity and multifaceted nature of contemporary society makes communication competencies a key to survival and advancement in today's knowledge society. Communication practitioners, in whatever medium or channel, have an important role to play in the various fields and sectors of society. Communication Education can address this increasing need for the skills and competencies of communication professionals.

ARTICLE II

Authority to Operate

SECTION 2. Authority. — All Private Higher Education Institutions (PHEIs) intending to offer BA in Communication program must first secure proper authority from the Commission on Higher Education in accordance with existing rules and regulations. State Universities and Colleges (SUCs) and Local Colleges and Universities (LCUs) should likewise strictly adhere to the provisions in this set of policies and standards.

ARTICLE III

Program Specification

SECTION 3. Degree Name. — The degree name under this program shall be called Bachelor of Arts in Communication (BA in Communication).

SECTION 4. Program Description/Objectives. — This program aims to equip students with the knowledge and skills in the theory and practice of communication applicable in various professions and contexts, with focus on the media professions.

SECTION 5. Specific Professions/Careers/Occupations that Graduates of this Program May Go Into. — Graduates of this program may find employment as public and corporate communication/information officers, communication researchers/analysts, communication/media planners and managers, program/project development officers, public relations and advertising practitioners, media practitioners, learning system designers, multimedia designers, and allied/related professions.

SECTION 6. Allied Programs. — The allied programs for BA Communication are Journalism, Broadcasting, Multimedia (Digital Media) studies, Public Relations and Advertising. DHEcCT

ARTICLE IV

Competency Standards

SECTION 7. Competency Standards. — Graduates of this program must have acquired the following competencies:

• knowledge and skills in planning, managing and evaluating communication programs;

• designing and producing multi-media (print, broadcast, audiovisual and electronic) outputs;

• designing, managing and evaluating communication campaigns;

• designing media-based learning systems, and conducting communication media research; and

• graduates are also expected to uphold professional ethics and standards and to practice social responsibility at all times.

ARTICLE V

Curriculum

SECTION 8. Curriculum Description. — The BA in Communication program has a total of 149 units, of which 63 units are General Education courses, 15 units are Core Courses, 18 units are Required Courses, 33 units are Electives, 6 units are Thesis/Special Project and Internship, 8 units are Physical Education and 6 units are National Service Training Program (NSTP).

However, the subjects listed under the General Education courses shall automatically be considered as revised once a new CMO on General Education is issued by CHED, without the need for additional action on the part of the concerned Technical Panel. An amendment to this CMO will be issued by the Office of Programs and Standards (OPS) at such time to show the revised curriculum.

SECTION 9. Curriculum Outline. —

 

								Equivalent
					No. of	Units Per	Total
					Subjects	Subject	Units
1.	General Education (GE) Courses			21				63
	Language and Literature		8				24
		English			3
		Filipino			3
		Literature		2
	Mathematics and Natural Sciences						15
		Mathematics		2			6
		Natural Sciences	2				6
		Science Elective	1			3
	Humanities and Social Sciences	6					18
		Humanities
			Arts					3
			Philosophy				3
		Social Sciences
			Basic Economics (with Taxation and Agrarian				3
				Reform)
			General Psychology				3
			Politics and Governance (with Philippine				3
				Constitution
			Society and Culture (with Family Planning)				3
			Mandated Subjects	2					6
				Life and Works of Rizal				3
				Philippine History				3
2.	Core Courses		5				15
	Introduction to Communication Media				3
	Introduction to Communication Theory				3
	Introduction to Communication Research				3
	Communication and Society				3
	Communication Media Laws and Ethics				3
3.	Required Courses			6				18
	Advertising Principles and Practices				3
	Broadcasting Principles and Practices				3
	Communication Management and Entrepreneurship				3
	Introduction to Information and Communication Technology				3
	Introduction to Development Communication				3
	Journalism Principles and Practices				3
4.	* Electives				11				33
	4.1.	Communication-Related	6			3
			Broadcast Journalism Principles and Practices
			Environmental Communication
			Information/Communication Campaigns
			Introduction to Film
			Introduction to Media Writing
			Online/multi-Media Journalism Principles and Practices
			Organizational Communication
			Radio and Television Production
			Science and Health Communication
			Technical Writing
			Visual Communication
	4.2.	Social Science/Humanities Electives		5				3
*	Electives may also be taken in Development-Communication, Journalism or Broadcasting; or in the
	Humanities and/or Social Sciences.
5.	Thesis/Special Project and Internship			2					6
	5.1.	Thesis								3
	5.2.	Internship							3
6.	Physical Education (P. E.)			4			2	8
7.	National Service Training Program (NSTP)			2			3		6
8.	Summary of Units
	General Education Courses			21					63
	Core Courses			5					15
	Required Courses				6					18
	Electives					11					33
		Communication-related		6
		Social Science/Humanities Electives		5
	Thesis/Special Project and Internship			2					6
	Physical Education				4					8
	National Service Training Program (NSTP)			2					6
												——
				Total No. of Units								149
												====

SECTION 10. Sample Program of Study. —

 Year I — 37 units

First Semester		Second Semester
Subject	Units	Subject	Units
English (GE)	3	English (GE)	3
Filipino (GE)	3	Filipino (GE)	3
Mathematics (GE)	3	Mathematics (GE)	3
Natural Sciences (GE)	3	Natural Sciences (GE)	3
Philippine History (GE)	3	Humanities — Arts (GE)	3
PE	2	PE	2
NSTP	3
	——		——
	20		17
	====		====

 

Year II — 33 units

First Semester		Second Semester
Subject	Units	Subject	Units
English (GE)	3	Literature (GE)	3
Introduction to Communication Media	3	Introduction to Communication Theory	3
Literature (GE)	3	Society and Culture (GE)	3
Science Elective (GE)	3	Humanities — Philosophy (GE)	3
Politics & Governance (GE)	3	Introduction to Communication Research	3
PE	2	Journalism Principles and Practices	3
NSTP	3	PE	2
	——		——
	20		20
	====		====

 

Year III — 39 units

First Semester		Second Semester
Subject	Units	Subject	Units
Media and Society	3	Advertising Principles and Practices	3
Introduction to Development	3	Introduction to Information &	3
Communication		Communication Technology
Communication-related Elective	3	Communication-related	3
Filipino (GE)	3	General Psychology (GE)	3
Broadcasting Principles and Practices		Basic Economics (GE)	3
	3	Social Science/Humanities Elective	3
Social Science/Humanities Elective	3
	——		——
	18		18
	====		====
Summer
Subject	Units
Internship	3

 

Year IV — 33 units

First Semester		Second Semester
Subject	Units	Subject	Units
Life and Works of Rizal (GE)	3	Thesis	3
Communication Media Laws and Ethics	3	Communication Management and Entrepreneurship	3
Communication-related Elective	3	Communication-related Elective	3
Communication-related Elective	3	Communication-related Elective	3
Social Science/Humanities Elective	3	Social Science/Humanities Elective	3
Social Science/Humanities Elective	3
	——		——
	18		15
	====		====
Note: The institution is free to enhance and follow different patterns and modalities based on the needs of its clientele.

 

SECTION 11. Thesis/Project Requirements. — The subject of the thesis or special project must have prior approval of a thesis adviser.

A special project may be any of the following: a) media production where the student-proponent plays a major role in the technical and creative aspect of the production; b) training or instructional modules on any aspect of communication; c) communication plan; or d) any similar project approved by the special projects adviser.

SECTION 12. On-the-job Training/Practicum/Internship Requirements. — The student must render a minimum of 200 hours undertaking a communication-related work in a media/communication organization or a development organization, i.e., a government agency, civil society organization, and people's organization engaged in the use of communication resources for development. The HEI should make a formal arrangement with the student's supervisor in such organization on his/her work assignments, supervision, and evaluation.

The HEI must conform to detailed guidelines and requirements for internship of BA Communication students as provided for in a distinct PSG issued by the Commission.

ARTICLE VI

Description and Specification of Courses

SECTION 13. For description and specification of courses, please refer to Annex A (BA in Communication). EcDATH

ARTICLE VII

Other Requirements

SECTION 14. Program Administration. — The BA in Communication program should be administered by a Dean and/or Department Chair, Head, and/or Coordinator with appropriate qualifications specified below.

A. Qualifications, Functions/Responsibilities and Teaching Load of the Dean or Head

1. Qualifications. The dean or head of a college or institution must be:

a. a master's degree holder in communication or allied fields;

b. preferably a holder of an earned doctoral degree in communication or allied fields;

c. with at least five (5) years teaching experience; and

d. with three (3) years administrative experience.

2. Functions/Responsibilities

a. Provides overall direction in the attainment of the objectives of the program.

b. Appoints qualified faculty members to teach in the program, on the recommendation of the Department Chair, Head or Coordinator.

c. Provides administrative support to the Department.

d. Attends department meetings upon invitation of the Chair, Head or Coordinator.

e. Undertakes all other functions as may be explicitly required by the institution.

3. Teaching Load

 The Dean shall be allowed to teach provided the teaching load shall not exceed 6 units per semester or term.

B. Qualifications and Functions/Responsibilities of the Department Chair, Head or Coordinator

1. Qualifications. The Chair, Head or Coordinator of a department or program in Communication must be a full time faculty with the following qualifications.

a. at least be a master's degree holder in Communication, Radio and TV Communication, Journalism, Film, Communication Research, or Development Communication or any communication related fields; and

b. with at least five (5) years teaching experience.

2. Functions/Responsibilities of the Department/Unit Chairperson

a. Review periodically the curriculum along with the department faculty.

b. Ensures that the syllabus of each course in the program is fully implemented within the term.

c. Recommends the appointment of qualified faculty members.

d. Convenes regular and special departmental faculty meetings. CSHDTE

e. Schedules classes and assigns faculty-teaching load.

f. Ensures that student grades are submitted on time by the faculty.

g. Supervises student evaluation of faculty.

h. Monitors progress of students.

i. Asserts strategic leadership by spearhealing strategic planning and initiatives, including the development of program for training, research and extension of the department.

j. Fulfills other functions as may be assigned by the Dean.

SECTION 15. Faculty. —

A. Qualifications

1. Graduates of Master of Arts/Science degree in any communication program from a recognized HEI; or

2. Holders of Master of Arts/Science degree in any field related to communication from a recognized HEI, with at least five (5) years of part-time teaching experience; or

3. Recognized professionals in the field of communication who do not meet the above degree requirements but have achieved demonstrably distinguished practice characterized by:

• minimum of five (5) year active practice in media and related fields

• must have an outstanding track record (awards received)

• must have held senior positions (i.e., managers and up)

B. Teaching Load

The regular teaching load of full-time academic teaching personnel shall be determined by the higher education institution but in no case shall exceed 24 units per semester or term.

All faculty or academic personnel who do not meet the above requirement are considered part-time.

Except when permitted by the higher education institution, all faculty or academic personnel who are at the same time holding positions in the government, whether appointive or elective, shall also be considered part-time. SaTAED

SECTION 16. Library. —

A. Librarians

Every college/institution/department offering BA Communication program shall have an adequately equipped library that will provide all the basic textbooks, as well as reference materials for research and other scholarly purposes, as well as resource for current trends. The following are the minimum staff requirements:

1. A college/institution/department library should have a full-time librarian who is a holder of Master in Library and Information Science degree with a valid license.

2. There should be one full-time librarian for the first 500 students enrolled, and for an enrollment of 1,000 students two (2) full-time librarians shall be required.

3. Library assistant/s must be a holder/s of Bachelor of Library and Information Science degree.

B. Library Holdings

Library holdings should conform to the CHED-existing requirements for libraries.

1. For the BA in Communication program, the library must provide five (5) book titles per course found in the curriculum. These titles must have been published within the last five (5) years.

2. The HEI is likewise required to subscribe to at least two peer reviewed or refereed journals and periodicals in communication and allied programs that are published locally and internationally. The subscriptions may be for hard or electronic copies of the journal.

3. At least 100 audio-visual materials in the forms of tapes, films, records, CDs/DVDs and CD-ROMS. Fifty percent of the collections should have been published/produced within ten (10) years.

4. The library must provide internet access to faculty members and students for research and other academic activities.

SECTION 17. Facilities and Equipment. —

A. Classroom requirements

For lecture classes, ideal size is twenty (20) students per class, maximum of forty (40) Special lectures with class size of more than forty (40) may be allowed as long as the attendant facilities are provided.

B. Laboratory requirements

1. Computer laboratory

2. Photography laboratory

3. Broadcast equipment/facilities

HEIs should provide for an adequately-equipped radio production laboratory. For Television, electronic news gathering (ENG) and electronic field production (EFP) facilities should be available. CTIDcA

SECTION 18. Admission and Retention. —

A. Admission

Admission into the BA in Communication program requires submitting a high school diploma from a recognized institution, passing the particular college/university's required admission examinations, as well as meeting all other requirements (e.g., an interview and/or written examination) the admitting institution may impose.

B. Retention

Students admitted into the BA in Communication program must maintain a grade weighted average of at least 2.5 (or its equivalent) in all major subjects each semester.

Students admitted into the BA in Communication program must comply with the HEIs rules governing retention.

ARTICLE VIII

Transitory Provisions

SECTION 19. All HEIs, including SUCs and LUCs, with existing authority for the BA in Communication degree program are hereby given a period of three (3) years from the effectivity thereof to fully comply with all the requirements in this CMO.

ARTICLE IX

Sanctions

SECTION 20. For violation of this Order, the Commission may impose such administrative sanction as it may deem appropriate pursuant to the pertinent provisions of RA 7722 in relation to Sections 68-69 of Batas Pambansa Blg. 232 otherwise known as the "Higher Education Act of 1982, Section 63 of Article XII and Sections 142-143 of Article XXVI of the Manual of Regulations for Private Higher Education of 2008, and other related laws.

ARTICLE X

Separability and Repealing Clause

SECTION 21. Any provision of this Order, which may thereafter be held invalid, shall not affect the remaining provisions.

All CHED issuances or part thereof inconsistent with the provision in this CMO shall be deemed modified or repealed.

ARTICLE XI

Effectivity Clause

SECTION 22. This Order shall take effect fifteen (15) days after its publication in the Official Gazette or in a newspaper of general circulation. EcTIDA

Quezon City, Philippines, June 9, 2010.

(SGD.) EMMANUEL Y. ANGELESChairman

ANNEX A

DESCRIPTION AND SPECIFICATION OF COURSES

AB in Communication

 

Core Courses (15 Units)
Course Name	:	Introduction to Communication Media
Course Description	:	Overview of communication as a discipline, as a field of
		study, and as a profession; the communication process, its
		elements; history, growth and development of mass
		communication.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	Communication as a channel, tool and process
Content
		•	Different forms of communication — from oral to mediated
			communication
		•	The evolution of communication media
		•	The communication media system in the Philippines
		•	The emergence of global media system
		•	Communication media issues
Course Name	:	Introduction to Communication Theory
Course Description	:	A survey of communication theories; the application of
		theoretical principles to real world situations and messages.
		Theories, principles and concepts in communication; issues
		and perspectives in the study of communication.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	Introduction to mass communication.
Suggested Course		•	Introduction to communication models
Content
		•	The role of theory in the process of inquiry
		•	History of communication theory
		•	Communication theories
			-	intrapersonal communication
			-	interpersonal communication
			-	small group communication
			-	organizational communication
			-	public communication
			-	mediated communication
Course Name	:	Introduction to Communication Research
Course Description	:	An overview of the concepts, methods and tools used in the
		design, conduct, analysis, interpretation and critical
		evaluation of communication research.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	Introduction to Communication Theory
Suggested Course		•	Nature of scientific inquiry
Content
		•	Introduction to communication research concepts
		•	History, status and problems of communication research
		•	The communication research process
			-	Conceptualization and operationalization
			-	Measurement, reliability and validity
			-	Sampling
			-	Quantitative and qualitative research methods
			-	Statistics in communication research
			-	Interpreting research findings
			-	Reporting research
		•	Issues in communication research
Course Name	:	Communication and Society
Course Description	:	An overview of the existing and emerging global and
		national communication media landscape. It also examines
		how the political economy and socio-cultural environment
		affect the communication system and the role
		communication media in global and national development issues.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	Introduction to communication theory
Suggested Course		•	The communication media landscape
Content			-	The global setting
			-	The Philippine setting
		•	The relationship of political economy and socio-cultural
			environment on media system
			-	Media ownership and control
			-	Media content (e.g., commercialism)
			-	Media and popular culture
		•	The history of communication media in the Philippines
			-	Communication media in significant historical
				events (e.g., 1896 Philippine Revolution, 1986
				People Power Revolution, People Power 2)
		•	Communication media and development issues
			-	Democracy and human rights
			-	Peace & security
			-	Cultural development
			-	Sustainable development
			-	Globalization and migration
			-	Others
Course Name	:	Communication Media Laws and Ethics
Course Description	:	International protocols and national laws that affect
		communication media particularly the practice of
		journalism. It examines the democratic principles of
		freedom of expression and information. It also looks at
		regulatory and self-regulatory mechanisms including
		professional codes of ethics.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	Senior standing
Suggested Course		•	International Protocols on Communication Media
Content
			-	Article 19 of UN Declaration of Human Rights
			-	Article 19 of the International Covenant on
				Civil and Political Rights
			-	World Summit on Information Society Declarations
		•	Communication Provisions of the 1987 Philippine Constitution
		•	Media-related laws
			-	Libel and defamation
			-	Obscenity and pornography
			-	National security laws and related concerns
			-	Contempt
			-	Others
		•	Communication-related laws
			-	Intellectual Property Rights
			-	E-commerce law
			-	Others
		•	Professional Code of Ethics
			-	Journalists Code of Ethics
			-	KBP Broadcast Code
			-	Code of ethics of media companies
		•	Safety and protection of journalists
		•	Ethical issues and concerns
Required Courses (18 Units)
Course Name	:	Advertising Principles and Practices
Course Description	:	The role of advertising in a free market economy and
		commercial media system; theories on persuasion and
		advertising; and practical advertising principles and
		practices integrated in an advertising campaign plan.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	Introduction to communication theory
Suggested Course		•	The place of advertising
Content
		•	Planning the advertising
		•	Media strategy and research in advertising
		•	Creating the copy
		•	The total concept
		•	Using the various mass media in advertising
		•	Sales promotion
		•	Trademarks and packaging
		•	The economic and social effects of advertising
Course Name	:	Broadcasting Principles and Practices
Course Description	:	Orientation on procedures and equipment of RTV operations.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	Nature and characteristics of broadcast
Content
		•	RTV hardware and software
		•	Broadcast operations and procedures
Course Name	:	Communication Management and Entrepreneurship
Course Description	:	Application of management theories, principles, and
		strategies in communication organizations (including
		programs and projects).
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	Senior standing
Suggested Course		•	Management theories and principles
Content
		•	Management functions in communication organizations
			-	Planning & decision making
			-	Organizing
			-	Financial management
			-	Personnel/human resource management
		•	Communication as a management function
			-	Organizational (administrative) communication
			-	Change management (organizational change)
			-	Conflict management (including negotiation and mediation)
Course Name	:	Introduction to Information and Communication Technology
Course Description	:	An introduction to today's Knowledge (Information)
		Society dominated by mediated lifestyles and workstyles; an
		inventory of new ICT channels and formats and their impact
		on individual and society; and ethical considerations on the use of ICT.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	Introduction to communication theory
Suggested Course		•	The Knowledge (Information) Society
Content
		•	Elements of ICT
			-	Software (proprietary and free and open source)
			-	Hardware technology
		•	ICT channels, platforms, and formats
		•	Applications of ICT in communication media
		•	Impact of ICT on individual and society
			-	ICT and lifestyles
			-	ICT and workstyles
			-	ICT and governance
		•	Ethical consideration on the use of ICT
Course Name	:	Introduction to Development Communication
Course Description	:	Introduction to the concepts, theories, principles and
		practice of communication in development.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	Overview and historical perspectives of development
Content			and underdevelopment
		•	Development theories, paradigms, and models
		•	Global and national development goals, plans and
			programs, e.g., Millennium Development Goals,
			Medium Term Philippine Development Plan
		•	Development Communication theories, perspectives,
			concepts, principles, and practices
		•	Development communication and related terms, i.e.,
			social mobilization, social marketing, behavior change communication
		•	Development communication in priority development
			areas, e.g., health, education, agricultural productivity,
			peace process, etc.
		•	Case studies in development communication
Course Name	:	Journalism Principles and Practices
Course Description	:	The scope and responsibilities of journalism work in a
		multimedia world, including an introduction to the basic
		skills required (News writing, the interview and feature
		writing). The role of journalism in democracy is also
		highlighted.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	What is journalism?
Content
		•	The role of journalism and the journalist in society
		•	History of the world press
		•	History of the Philippine press
		•	Media organization: owners and editors; the beat; the
			newsroom; the desk
		•	Problems and issues in Philippine journalism
		•	Introduction to journalistic forms: news, feature,
			opinion and commentary
		•	News values and news qualities
Suggested Electives {Communication-Related} (18 Units)
Course Name	:	Broadcast Journalism Principles and Practices
Course Description	:	Radio and TV as information media. Gathering, writing,
		editing, delivery and presentation of radio and TV news
		and public affairs programs, and information and cultural
		documentaries for radio and television.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	History of broadcast journalism
Content
		•	Understanding television and radio
		•	Understanding the audience
		•	Radio news and public affairs
		•	Television news and public affairs
		•	Writing for radio
		•	Writing for television
Course Name	:	Environmental Communication
Course Description	:	Theories, principles and practices in effectively
		communicating diverse environment and sustainable
		development issues through journalism, advocacy and
		communication campaigns.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	Environmental issues
Content
		•	Sources of information and research techniques in
			studying the environment
		•	Risk perception and risk realities
		•	Mass media channels for communicating environmental issues
		•	Environmental public relations and advertising campaigns
		•	Organizations and environmental sustainability
		•	Environmental ethics
		•	Understanding sustainable development
		•	Global, national and local environment situationer
			-	Water-related issues
			-	Earth-related issues
			-	Air-related issues
			-	Others, e.g., energy
		•	International and national protocols related to
			environment & sustainable development
		•	Writing (popularizing) scientific and technical language
			for a mass audience
		•	Mass media as environment communication channel
		•	Planning, managing and evaluating environment
			communication and advocacy campaigns
		•	Legal and ethical issues in environmental communication
Course Name	:	Information/Communication Campaigns
Course Description	:	Planning, developing and implementing multi-media
		information/communication campaigns in support of
		development programs and projects of government,
		non-government organizations, and the private sector.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	Defining communication campaigns, campaign
Content			objectives and effects
		•	Persuasion and campaign strategies
		•	Nonprofit campaigns: campaigns for education and health
		•	Advertising
		•	Public relations as communication campaign
		•	Integrated marketing communication strategies and planning
		•	Entertainment strategies in communication campaigns
		•	Evaluating communication campaigns
Course Name	:	Introduction to Film
Course Description	:	History and principles of film; film as art, as medium of
		communication, and as popular culture.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course
Content		•	Why study film; how to study film
		•	Film production, distribution, and exhibition
		•	Film as art: form, style and meaning
		•	Film as popular culture
		•	Film aesthetics: form and style
		•	The reception of film: theory, audience, stars and applications
		•	Current and future issues
Course Name	:	Introduction to Media Writing
Course Description	:	Principles and practice of preparing written materials
		for the print, broadcast, and audio-visual media.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	Introduction to development communication
Suggested Course
Content		•	The media writer and his/her environment
		•	Gathering information
		•	Overview of the principles of clear and effective writing
		•	Writing for the print media
		•	Writing for the broadcast media
		•	Writing for the audiovisual media
Course Name	:	Online/multimedia Journalism Principles and Practices
Course Description	:	The basics of Web publishing, from planning and
		designing a news site to producing and publishing text,
		photos, audio and video through computer lab sessions
		and practical exercises.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	History of Internet and the digital revolution
Content
		•	How the Web works
		•	Principles of Web design, information architecture
		•	Gathering information on the Web, Computer-assisted reporting
		•	Principles of writing and editing for the Web
		•	Principles of audio, video and photo for the Web
		•	News Web site/Web zine project
		•	Ethical and legal issues in online journalism
Course Name	:	Organizational Communication
Course Description	:	A study of the structure of communication in
		organizations; the relationship between communication
		and organizational effectiveness.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	Introduction to organizational communication
Content    cECaHA
		•	Organizational communication structure
		•	Scientific and classical management theory
		•	Human relations theory
		•	Organizational orientations
		•	Conflict and negotiation
		•	Information technology
		•	Corporate communication
Course Name	:	Radio and Television Production
Course Description	:	Production, post-production and directing techniques for
		radio and TV programs.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	Audience analysis
Content
		•	Developing program formats in radio and TV
		•	Audio and TV equipment and techniques
		•	Roles and responsibilities of production staff
		•	Basic directing for radio and TV
		•	Production and post production of different radio/TV programs
Course Name	:	Science and Health Communication
Course Description	:	Communicating science and health issues to various
		stakeholders the importance of science and health literacy
		in improving quality of life.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	None
Suggested Course		•	Health communication concepts, principles
Content
		•	Health communication programs and campaigns
		•	Theories of health communication programs, campaign
			strategies and effects
		•	Specific approaches to health communication programs & campaigns
		•	The use of information and communication technology
			for health promotion and communication
		•	Documenting, monitoring and evaluating health
			communication programs
		•	Case examples in health communication campaigns
		•	An overview of science and health and how they impact
			on well-being of citizens
		•	Review of different branches of science and how each
			contributes to enhancement of human life
		•	Writing (popularizing) scientific and technical language
			for a mass audience
		•	Communication media channels — characteristics and
			appropriateness as channels for science and health
			communication
		•	Science and health literature as source of information
		•	Communicating selected science and health issues
			-	Communicable diseases
			-	Vector diseases, e.g., malaria, dengue
			-	Reproductive health
			-	Food science and technology
			-	Agriculture & fisheries
			-	Genetics & biotechnology
			-	Energy (including renewables)
		•	Planning, managing and evaluating science and health
			communication and advocacy campaigns
		•	Legal and ethical issues in science and health communication
			-	Public's right to know
			-	Privacy
			-	National security and public safety
Course Name	:	Technical Writing
Course Description	:	Form and style in writing and packaging professional,
		technical and scientific information for various audiences.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	Journalism principles and practices
Suggested Course		•	What is technical writing
Content
		•	The audience for technical reports
		•	Forms of technical writing
		•	Special techniques in technical writing (descriptions,
			definitions, process explanation, instructions)
		•	Integrating visuals
		•	Designing the technical document
		•	Computer-assisted technical writing
Course Name	:	Visual Communication
Course Description	:	An overview of the development of visual communication
		and the various technologies; discussion of visual
		communication in relation to other communication genres.
Course Credits	:	3 units
Contact Hours/week	:	3 hours
Prerequisite	:	Journalism principles and practices
Suggested Course		•	Elements of visual communication
Content
		•	The different forms of visual communication
		•	Paintings and visual communication
			-	Basic drawing
			-	Landscape drawing
			-	Still life drawing
		•	Early virtual reality technologies: photography, film and cinema
		•	Visual culture: advertising and publicity
			-	Layout
			-	Page design
			-	Poster and brochure design
		•	Digital imaging technology
		•	Future cinema and virtual reality
Course Name	:	Thesis/Special Projects
Course Description	:	Individual or group research project or production work in communication.
Course Credits	:	3 units
Contact Hours/week	:	By consultation
Prerequisite	:	Introduction to communication research
Course Name	:	Internship
Course Description	:	200 hours (minimum) in any communication-related organization.
Course credits	:	3 units

 

Published in the Official Gazette, Vol. 106, No. 36, p. 5053 on September 6, 2010.