The course is an innovative attempt to further develop in the student all the four primary communication skills—writing, speaking, listening, and reading. Writing and speaking skills are developed by most communication school curricula, since effective writing and speaking are obvious hallmarks of the superior communicator. But communication students get little direct guidance in developing their two other skills—listening and reading—although these are just as important because they enable the communicator to gather inputs for and feedback on their written and spoken communication. Hence, this course on the principles of the primary forms of human communication and their applications is being offered.

The course follows the seminar-workshop approach in which presentations or lectures by the faculty member are followed by hands-on exercises to enable students to apply the information and knowledge learned. After the course, the students are expected to have acquired a good grasp of the principles related to the primary communication skills, applied them successfully to specific communication situations, and internalized the methods involved for further development of these skills on their own. 

This course will attempt to cover the changing general conceptions of science as a whole and of the social science of human communication in particular, the beginnings of communication as a discipline (here and abroad) and a comparison of the eastern and western theories; the two worldviews, the five genres and the seven traditions in the field of communication theory including some of the theories illustrating these genres; basic concepts in theory construction and model building; the intertwining of theory and research and its application in the analysis of communication and information issues and problems. 

Formulation of a research problem, development of research design and methods; application of qualitative and quantitative research; problems of measurement; and data collection, processing, analysis and interpretation.  It also shows how to prepare research report – form, content, and style of presenting research to a particular audience.  Lessons on online research, use of computer in conducting and processing research data are also included.  Prerequisites: 201 and 203. 

Basic statistical concepts and techniques applied to communication problems.  This course includes techniques of data collection, processing, presentations, analysis through descriptive and inferential statistics and interpretation.  The use of computer for statistical analysis and computation is also introduced. 

Everything is communication.  Hence, any phenomenon may be evaluated through the lens of a communication specialist.  This course introduces students to milestones and trends in communication.  Using tools of critical analysis, students will research on either a milestone or a current trend and present its evolution and its impact on Asia and on the Philippine Society.