• Communication and Related Social Science Models and Theories
  Survey of major social science models and theories which impact on communication processes including persuasion, behavior and social change, etc.
• Communication Audit
  The communication audit is a process that companies go through in order to determine how good their communications are. Communication involves how a company or organization sends and receives information; or shares it with varying audiences.

• Strategic Communication Program Management
  Strategic leadership and communication program development, management and evaluation. It emphasizes basic communication research, strategic communication objectives and message design, selection of media, development of materials, management of teams and impact evaluation.
• Stakeholder Relations Management
  Communication strategies and tools in establishing, sustaining, and enhancing relationship with internal (e.g., governing board, stakeholders, employees) and external (e.g., government, customers, suppliers and the community) stakeholders.
• Ethics, Media Laws, and Relevant Transnational Agreements
  Ethics is a system of principles that guides action. While the law establishes what can and cannot be done in given situations, an ethical lapse can erode public trust; and in turn devalue the work of all PR practitioners. Ethics upholds personal, professional, social and moral values. Ethics and Law create a moral compass for navigating ethical dilemmas. The course features a survey of national laws and international agreements and protocols which impact on the communication profession and its practice.

   

• Managing Communication Research, Assessment, and Evaluation Programs
  Techniques and tools in using quantitative and qualitative communication research methods including conduct of online research.
• Social Media Management
  Social media ecosystems, digital media policies, social media analytics for strategy planning and decision-making, and engaging content and messages.
• Government Relations and Lobbying
  Effective communication with governmental offices, especially regulatory agencies, reviewing the foundations of governmental representation, and designing lobbying strategies.
• Issues Management and Crisis Communication
  Managing existing or emerging issues to prevent the onset of a crisis situation and strategies to prevent escalation and/or resolve crisis situations. Application of communication principles, techniques and tools before, during, and after emergency and disaster situations.
• Communication for Development
  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.
  
• Global Communication Environment
  An analysis of current and emerging global (but with focus on Asia Pacific) socio-cultural, economic, and political issues and events influencing communication content, processes, and structures.

• Business for Communication
  Understanding and analysis of business operations and reports, including financial reports as bases for stakeholders’ communication including public relations.
• Consumer Behavior and Change Communication
  The theory of consumer behavior as influenced by marketing (persuasive) communication strategies. Also how social and behavioral sciences can impact on consumer (individual) decision making. Also incorporates Behavior Change Communication: Theories and Practices.
• Identity, Brand and Reputation Management
  Theories, principles, and best practices in crafting and managing identity brand, and reputation.

Students take the Comprehensive Examination after passing all the required academic courses, before they embark on their Capstone Project. The Comprehensive Examination evaluates the students’ competency and mastery of theories and concepts learned and is an assurance that they are capable of making their own contribution to the field of Public Relations and Corporate Communication.

According to CMO 15, s 2019, a capstone project “culminates the student’s academic or learning experience. It provides the student an opportunity to exhibit the knowledge and skills obtained during the course of graduate study. The student presents the capstone project to a panel or committee of experts for grading and evaluation.”

The capstone project also may be in the form of a reentry plan. It will identify the concrete changes to be made by the student in the performance of his/her work, incorporating lessons gained or competencies acquired from the graduate program he/she is about to complete. The capstone project shall identify research-based innovative strategies and activities and the expected outcomes.

Evidence of the capstone project’s realism and practicability, degree of ease in implementation, and feasibility in terms of cost should be given special attention.