School of Humanities and Social Sciences
Bachelor of Arts in Communication Studies
Program Description and Courses
A communication degree, or minor in communication, is highly valuable for employment in business/management, international affairs, development, audio-visual media industries (journalism, television and radio), human relations, computation and even increasingly in scientific fields. Al Akhawayn University's Communication program offers students professional and applied communications knowledge, from local to international in scope. Students will gain theoretical, technical and applied expertise in fields such as Public Relations and Advertising, International Communication, Writing and Visual Production, and Mass Media Research. Students graduate with a solid education in skills and theory, technical and historical knowledge, and creative and critical abilities.
Communication Studies Major Core
(21 Sch)
COM 1302 / Introduction to Mass Communication / 3 SCHCOM 2302 / Human Communication / 3 SCH
COM 2303 / International Communication / 3 SCH
COM 3320 / Communication Theories / 3 SCH
COM 3326 / Visual Communication / 3 SCH
PSY 1301 / Introduction to Psychology / 3 SCH
PSY 3302 / Social/Organizational Psychology / 3 SCH
Concentrations
(select one concentration only) 12 SCH
Media Studies
Required Courses:
COM 3321 / Mass Media and Society / 3 SCHCOM 3329 / Screen Studies / 3 SCH
Professional Communication
Required Courses
COM 3310 / Introduction to Promotional Communication / 3 SCHCOM 3325 / Technical Communication Skills / 3 SCH
Optional Courses
Students must complete any two (2) of the following courses:
COM 3301 / Public Relations Communication / 3 SCHCOM 3322
COM 3323
COM 3324 / Writing for the Media in English, OR
Writing for the Media in French, OR
Writing for the Media in Arabic / 3 SCH
COM 3327 / Persuasion / 3 SCH
COM 3328 / Mass Media Texts Analysis / 3 SCH
COM 3399 / Special Topics in Communication / 3 SCH
COM 4302 / Video and Film Production / 3 SCH
COM 4304 / Media and Development / 3 SCH
Minor
(18 SCH)
Students in the Communication Studies Program are required to take a Minor in International Studies, Human Resource Development, or Business Administration. Students selecting the minor in Business Administration should take ECO 2301 Microeconomics and ECO 2302 Macroeconomics in addition to the six required minor courses.
Minor For Non-Communication Studies Majors
Students selecting the minor in Communication Studies must complete 18 SCH from the following:
Required Courses
COM 1302 / Introduction to Mass Communication / 3 SCHCOM 2301 OR COM 3310 / Advanced Speech and Multi Media OR Introduction to Promotional Communication / 3 SCH
COM 2303 / International Communication / 3 SCH
COM 3325 / Technical Communication Skills / 3 SCH
Note: SHSS students take COM 3310 Introduction to Promotional Communication instead of COM 2301 Advanced Speech and Multi Media in order to complete the requirements for the minor.
Optional Courses
Students must choose any two (2) of the following courses:
COM 3310 / Introduction to Promotional Communication / 3 SCHCOM 3321 / Mass Media and Society / 3 SCH
COM 3322 OR
COM 3323 OR
COM 3324 / Writing for the Media in English, OR
Writing for the Media in French, OR
Writing for the Media in Arabic / 3 SCH
COM 3326 / Visual Communication / 3 SCH
COM 3327 / Persuasion / 3 SCH
COM 3328 / Mass Media Text Analysis / 3 SCH
COM 3329 / Screen Studies / 3 SCH
COM 3399 / Special Topics in Communication / 3 SCH
COM 4301 / Public Relations Communication / 3 SCH
COM 4302 / Video and Film Production / 3 SCH
COM 4304 / Media and Development / 3 SCH
Electives
( 6 SCH)
Students in CS Program are required to take two (2) electives in any area of interest in consultation with their academic advisors.
Total Credit Hours: 140-141 SCH
Drs. Carter and Zaid at Film Days 2004
Course Descriptions
COM 1301 Communication through Speaking 3(3-0)
Pre-requisite: ENG 1302
The focus of the course is to develop public speaking and group discussion skills. Students will engage in a number of public speaking activities designed to promote competency in the delivery of speeches, organization of ideas, methods of argumentation, utilization of supporting materials, selection of language, and use of narratives. The course also provides students with knowledge of communication systems as they exist within the context of business and professional organizations with specific emphasis on communication issues for groups. Students will work in small groups and teams to do research, presentations, interviews and interactive role plays.
COM 1302 Introduction to Mass Communication 3 (3-0)
Pre-requisite: ENG 1302
The course surveys the history, structure and influence of different mass media, including newspapers, magazines, radio, television, motion pictures, book publishing, the Internet and satellite communication as mass media industries and producers of culture. Topics will include persuasion and influence in news, media ethics, the public relations industry, advertising, the effects of heavy exposure to media, the use of media to control social groups, and the future of media. The course also promotes media literacy by developing students’ skills in analysis and critical thinking about the mass media. Students are required to carry out research projects on media analysis.
COM 2301 Advanced Speech and Multi-Media 3(3-0)
Pre-requisite: Com1301
Students will develop and practice various practical communication and technical skills (oral, presentation, written, production) while focusing on their use in business or organizational settings. Students will work in small groups and teams to do research, presentations, interviews and interactive role plays. Practice in communication skills will be complemented by instruction in technologies used for professional communication and presentations. Emphasis will also be given to preparation for the job market in terms of interviews and related written documentation.
COM 2302 Human Communication 3 (3-0)
Pre-requisite: COM 1301
This course provides a survey of communication principles, processes, and techniques as they relate to interpersonal communication, small group communication, culture and communication, persuasion, communication in organizations, and mass mediated communication. The course provides students with an overview of the basic concepts of communication and the skills necessary to communicate in various contexts.
COM 2303 International Communication 3 (3-0)
Pre-requisite: COM 1302 or Dean’s Approval
The course examines the major issues in international communication through analyses of international news and information flows, media imports/exports, privatization and globalization within communications industries, the various models of global media systems, and communication as a human right. Students will evaluate the social and economic impacts of technological developments, the shifting relationships between developed and developing countries, and the socio-economic trends associated with transnationalization of media. This course explores concepts such as nationalism, regionalism, globalization, and cultural identity.
COM 3310 Introduction to Promotional Communication 3 (3-0)
Pre-requisite: COM 2301
This course is intended to introduce students to the practical aspects of material production for commercial and non-commercial use in advertising, marketing communication, public relations, and social marketing. Students will be exposed to the principles of the advertising plan, the design and implementation of sales promotion strategies, direct-mail advertising, and out-door advertising. Special emphasis is put on the design of print and audio visual promotional messages. Students are required to participate in a variety of communication activities and to perform a number of research tasks and practical assignments.
COM 3320 Communication Theories 3(3-0)
Pre-requisite: Junior standing
This course focuses on the major approaches to theory development and the leading theories in the discipline of communication, with an attempt to connect these theories to the students’ experiences. The course will draw upon various perspectives: psychological (cognitive and behaviorist), philosophical, linguistic, and sociological. The course will also focus on genres of theories and on the theory/research connection to see how theories are applied.
Com 3321 Mass Media and Society 3(3-0)
Pre-requisite: SOC 1301 OR SSC 1310, COM 1302
The course is concerned with the role and function of the media within society. The impact of mass media will be analyzed; especially as to how they act as agents of social change. The course will also analyze laws and regulation regarding the media.
Com 3322 Writing for the Media in English 3 (3-0)
Pre-requisite: Junior standing, ENG 1302, COM 1302
The following types of writing will be covered in this course: Hard news, features, script writing for: television, and video, film, advertising and promotional purposes.
Com 3323 Writing for the Media in French 3(3-0)
Pre-requisite: Junior standing, ENG 1302, COM 1302
The following types of writing will be covered in this course: Hard news, features, script writing for: television, video, film, advertising and promotional purposes.
Com 3324 Writing for the Media in Arabic 3 (3-0)
Pre-requisite: Junior standing, COM 1302, ARB1320
The following types of writing will be covered in this course: Hard news, features, script writing for: television, video, film, advertising and promotional purposes.
Com 3325 Technical Communication Skills 3(3-0)
Pre-requisite: COM 2301
This course focuses on practical skills necessary for communication professionals working in today’s multimedia workplace. Topics include: conducting technical research, writing for specific audiences, running usability studies, and exploring issues in new media, document design, graphic design, and ethics in communication. Students will undertake projects, both individually and in groups, in research, document design, desktop publishing, imaging and web site design
Com 3326 Visual Communication 3 (3-0)
Pre-requisite: COM 2301
This course about the aesthetics and production aspects of visual communication is designed to help students develop competence in reading and interpreting visual images. The course examines technical and stylistic aspects of the media through which we experience the world and analyzes ways of understanding visual images in a variety of contexts including print, motion pictures, still photography, graphic design, television and video, computers and the World Wide Web. The focus is on media stylistic conventions, the functions of visual images and the intercultural and cross-cultural implications of visual communication, and the contribution of visual images to the promotion of culture.
Com 3327 Persuasion 3(3-0)
Pre-requisite: ENG 2301
This course will analyze the use of language, image and sound in persuasion. Included are the study of classical rhetoric as it is used in modern times as well as a survey of modern and post-modern approaches to persuasion. Students are expected to produce at least one example of original persuasion and are asked to present analyses of others' attempts at persuasion.
Com 3328 Mass Media Texts Analysis 3(3-0)
Pre-requisite: COM 3320
This course focuses on the textual, social and cultural analysis of films, videos, and television. Theoretical frameworks and methods include content analysis, genres study, ideological criticism, and various psychological approaches.
COM 3329 Screen Studies 3 (3-0)
Pre-requisite: Junior standing
This course introduces current issues in film and television with emphasis on critical thought and analysis. The course begins with attention to aspects of image-making activities — such as cinematography, editing and sound — then explores more contextual screen areas such as film and television traditions, genres, gender and representation, etc. The development of cinematic language in relation to both production and interpretation will be covered from the perspective of recent theories of visual culture. The course will include screenings and analysis of a range of works.
COM 3399 Special Topics in Communication 3 (3-0)
Pre-requisite: Junior standing
This course will be offered occasionally; topics will vary. Course may be taken for degree credit only once.
Com 4301 Public Relations Communication 3 (3-0)
Pre-requisite: Junior Standing
The course will cover the principles, history, theory and practice of public relations in business, organizations and agencies. The course will use case-method and campaign-planningapproaches to analyze public relations programs. The course will also examine the responsibility of the public relations practitioner to management and to relevant publics, ethics of public relations practice, and the future of the field and career opportunities.
Com 4302 Video and Film Production 3 (3-0)
Pre-requisite: Junior Standing
This course focuses on the theoretical and practical concerns related to video production, from conceptualization of projects, aesthetics of video images and editing theories, to the technological specifications of cameras, lights and editing systems. Each stage of production will be examined from script development through final editing. Students will apply pre-production planning and production management to their individual video projects.
Com 4304 Media and Development
Pre-requisite: Senior standing, SOC1301 or SSC1310 or permission of instructor
This course examines the role media play in the promotion of social change in areas such as the environment, health, population, education, and traffic safety. This course explores the expansion of new media technologies and their implications on development issues. The course addresses ways in which groups have used new media technologies to further their social or political agendas or short-circuit local market constraints. Students will learn the conceptual and methodological skills required for the design and implementation of communication programs for social change.
1
1