Course Description

Craft of Communication (200).  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. 

Advanced Communication Theory (201). 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. 


Communication Research Methods (202).  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. 

Statistics Applied to Communication (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. 

Communication Issues (204). 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. 

Knowledge Management (205).  Development organizations are recognizing the need to leverage their most valuable asset—knowledge—to sustain and continually recreate themselves. Like corporations and businesses, development organizations need to explicitly and systematically manage the knowledge they have cumulated over the years to improve organizational performance and to stay competitive. The explicit and systematic management of vital knowledge and its associated processes of knowledge generation, representation, storage, access, and transfer is knowledge management (KM).

Information and Communication Technology Planning (206).  The learner is introduced to a new environment driven by information communication technologies (ICT). It begins with an inventory of new and emerging technologies in mass media, telecommunications and information technology.  It examines the impact of these technologies in today’s workstyles and lifestyles.  The lessons do not aim to provide technical skills but takes a closer look at issues and processes affecting the planning and use of information and communication technologies. Other topics discussed are: communication planning, communication policies, applications of communication technology in development, communication management tools, and change management process. 

Management of Communication Resources (207).  Management of principles, theories, and practices applied in communication media organizations (i.e, enterprises, and office/units or programs). It equips the communication manager with adequate knowledge, skills, values, and attitudes in communication planning, environmental scanning, communication auditing, strategic planning; organizing, networking, forecasting, and scenario-setting.

Corporate Communication (208).  Management of internal and external communication of a business or government organization. Areas of concern include internal communication, public relations, management information systems, conflict resolution, media relations; and impact of on-going automation and computerization on the corporate world or government bureaucracy. 

Integrated Marketing Communication (209). The use of various communication tools such as advertising and public relations to promote and sell products, services and image.  The course trains students in putting together an integrated program that maximizes the use of communication tools to support marketing objectives.  It also teaches creative and innovative approaches to making a difference for the client organization in a highly competitive market. 

Risk and Crisis Communication (210).  The application of communication strategies and approaches in risk and crisis situations.  Risk communication refers to conditions of health and environmental hazards while crisis communication refers to communication (and media) strategies to mitigate impact of crisis situations, which are either man-made or natural calamities and accidents. The course also covers conflict management approaches focusing on communication strategies. 
Cross-Cultural Communication (211). Understanding culture and the challenges of cultural diversity and the dynamics of communication and culture (including language and culture). Includes theoretical perspectives (interpersonal and intergroup communication); Communication behaviors and patterns of various cultural and ethnic groups (within and outside the country); Nonverbal communication in intercultural communication; Applications of cross cultural communication in business and economy, managing conflicts (including terrorism), diplomacy, etc. Special topic is Muslim-Christian dialogue and interaction. 
News Development Techniques (212).  Effective news gathering, interpretation and processing. It examines the media environment- its opportunities and constraints and explores various techniques of investigative and in-depth reporting. It includes establishing the validity and reliability of information, development of skills in integrating knowledge from various sources, and presentation of news content according to established criteria. Computer-assisted reporting is discussed. 
Civic Journalism (213).  Concept and practice of civic or public journalism, an interventionist model of journalism developed in the 1990s by American journalists who were disillusioned by the minimal impact of conventional journalism on public interest.  Recognizing their responsibility to push the “national debate” on issues critical to the solution of social problems, they were dismayed to see that there was no such national debate and that half-baked palliative to social problems were implemented without public involvement.  Their decision to take responsibility led to the birth of public or civic journalism.  This course also discusses models parallel to civic journalism, such as the Philippine-born development journalism, and participatory learning and action. 
Investigative Journalism (214). Essential skills in locating, investigating, uncovering, handling, and reporting information that are potentially detrimental to individuals or groups who would rather that the matter remain undisclosed. This teaches the student attitudes and behaviours that will enable him/her to use him/her own analysis and judgment in determining the relative worth of hidden information and the potential social benefit of its disclosure.  This discusses procedures for fact-finding, such as studying neglected resources, using anonymous sources, and going undercover.  This also includes skills in people skills, information verification, calculating risk to self and other, obtaining police or legal protection, and protecting sources and witnesses. 
Economic and Finance Reporting (215).  Focuses on the business and economic environment of the Philippines in the context of the ASEAN region, APEC, World Trade Organization; and requirements and nuances in covering government economic agencies, private business and financial institutions, and stock market.  
Science and Technology Communication (216).  Popularizing science and technology information for mass media and popular multimedia channels.  Students are encouraged to rediscover the value of science and technology to the person and his or her environment and are reoriented towards communication science and technology for development.
Multimedia-Based Instructional Design (218). Analysis, design, development and evaluation of interactive multimedia instructional materials. Focuses on analyzing learners needs and online readiness, selecting content and its online format, formulating learning objectives, writing the online lessons, developing the online activities and exercises through synchronous and asynchronous learning, promoting engagement among e-learners, and assessing performance of  and providing feedback to e-learners. Includes a discussion on how these materials can complement conventional schools through blended learning strategies.
Online Course Development (219). Conceptualization, design, development, and delivery of online courses on communication using web and CD-ROM formats. The final output is the development of a courseware lesson which may be expanded into a set of courseware modules for a particular course for presentation and defense in the course Special Project. Pre-requisite. Multimedia-Based Instructional Design.
Management of E-Learning (220). Planning, implementation, monitoring, and evaluation of e-learning programs.  Discusses institutional goal-setting, planning technology-pedagogy integration, infrastructure support, faculty and student support systems, organizational development, economics of e-learning, and evaluation of course delivery and quality control.  Case studies of successful e-learning efforts are also presented.
Communication and Good Governance (221).  Role and functions of communication in public and corporate governance.  Includes formal and informal methods of communicating effective messages to diverse audiences; how to create open communication with stakeholders; and get inputs from them for effective policy and program formulation.  Also covers communication and democracy, politics and media.
Communication Media Laws and Ethics (222). Legal principles and laws affecting mass media and communication.  In addition to laws on press freedom, libel, obscenity and pornography, among others.  The course will also include intellectual property rights, e-commerce, and other rules and regulations on mass media, telecommunications and electronic media (including the internet). 
Development Communication (223).   The course begins with a review of development models and theories including development criteria and indicators.  Development is viewed from a comprehensive perspective, i.e. economic, political and socio-cultural.  Also discussed are development issues and concerns at the global, national and local community level. Development communication as a theory, process and content will be the focus of the course.  Case studies in the application of Dev Com will be presented preferably in the following areas: governance, reforms, sustainable development and social development.  Tools in Dev Com planning, management, monitoring and evaluation are also included. 
Development Environment of Communication (224). A critical survey and analysis of the present socio-cultural, economic and political environment of the country; and the megatrends in these sectors which affect the communication structures and processes through policies, ownership structure, and production and delivery services. The desired vision of society, and trends in the global society provide a framework for design of future communication system. Concepts such as development, autonomy, plurality, social justice, self-reliance, and other development criteria are also discussed. 
Online Journalism (225).  Describes online resources for the journalist.  Includes cyber features that can facilitate the different journalistic tasks, from delineating and researching a topic to writing up, interactive editing, story submission, publishing, and gathering reader feedback.  The course provides basic know-how in online research, utilizing search engines, accessing portals and websites, accessing databases.  This also discusses law and ethics in online journalism, and reviews issues such as intellectual property rights (IPR), copyright, and the fair-use clause as they apply to electronic materials. Provides an overview of web publishing, including design that allows different types of interactivity. 
Broadcast Journalism (226).  Broadcast journalism techniques, practices, and trends. A close look at how new technologies are re-engineering broadcast production. Applications of broadcasting in development concerns and discussion on issues, such as tabloid journalism and advocacy journalism are analyzed. Course output may include a concept for an innovative broadcast program. 

Photojournalism (227). The photojournalism course engages the students on the essential skills, knowledge and attitude needed for professional photojournalism practice for various media platforms and emerging markets amidst the changing media landscape. The course covers the technical and aesthetic aspects of photography, workflows and digital asset management, visual literacy, visual framing and composition, photojournalism standard genres and categories, news captions, history and negotiating ethical minefields in the production, consumption and dissemination of images.


Editorial Clinic (228). Processing and “packaging” of the news. Covers copyreading; headline writing; photo evaluation, selection, cropping and display; writing of outlines; news evaluation; selection and use of type; and newspaper layout. Hands-on desktop publishing is required.
Prerequisite: 212. 
ICT in Communication Campaigns (229).  Planning, producing and managing ICT-based campaign tools. Includes web design and management, webcasting and podcasting, use of knowledge banks (databases), among others.
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