Bachelor of Arts in Communication

This course introduces the student to the multi-disciplinary nature of the theories of communication and their applications in interpersonal, group, organizational, intercultural, mass, and new media communication situations. 

Principles and strategies on how to develop an evidence-based and results-oriented communication campaign plan. It covers the planning process, elements of a communication plan, and measuring effects and impacts. The campaign may refer to public information and education, advocacy, social mobilization, and similar communication-related programs.

This course focuses on the principles and ethical practices of journalism, which involves a discussion of the functions and evolution of the newspaper or news agencies: the sequence of news, news gathering and reporting, publication, editorial policies and standards, storytelling formats, etc. The emphasis of the course is on Philippine journalism applied to print, online, and broadcast media. 

This course is focused on the nature of television as a medium of communication, and its production techniques and processes. It offers a comprehensive understanding of the fundamental skills needed in TV production. Topics include videography, audio, lighting, editing, writing, interviewing, studio directing, and on-camera performance. Collaborative teamwork is emphasized as students create a variety of studio and field content. Students are given the chance to study various program types and to produce these programs. 

This course is an integration of the fundamentals of radio scriptwriting, understanding of radio/audio production theory, techniques, and aesthetics through hands-on experience to conceptualize, create and produce various program formats. Content will be developed and broadcasted through radio, internet, streaming, and/or mobile platforms.

This course is a detailed study of the theory and practice of advertising. The preparation and implementation of concepts to media discourse are comprehensively discussed and taught in this course. Students are given the opportunity to prepare workable advertising plans/campaigns. 

This course is an introduction to the basic concepts, principles, and practices of public relations and its applications to education, government, business and industry, and other institutions. Practical applications to cases drawn from the context of Philippine public relations covering image and brand PR, crisis PR, and corporate social responsibility PR, are discussed. The course also includes the application of communication theories to public relations, and the orientation on the role of a public relations person as a change agent. 

This is an introductory course on film, in which film theories are studied and practiced. The students are introduced to the language and grammar of film and will apply the acquired knowledge through a five-minute final production output. The course provides hands-on training on scriptwriting, camera work, set design, location management, lighting, directing, and editing. 

This course deals with organizational principles and practices related to the management of key functional areas of a communication/media/creative industry-related enterprise. The emphasis is on the planning, leading, organizing, and controlling of human, financial, material, and information resources. 

This course will also allow the students to manage media, communication, or creative industry-aligned enterprises, such as production and publishing houses, design studios, marketing or events management agencies, and other entrepreneurial ventures such as freelance work. 

It is an interdisciplinary course which seeks to examine the phenomenon of communication for development; the theories, concepts, approaches, and methodologies utilized by various agencies involved in the process of development and promotion of change, through communication. It seeks to study the basic communication policies and strategies related to the modernization and national development of developing countries. The production of a community’s Communication for Development Plan is a requirement of the course. 

The course looks at the importance of effective and timely communication with valuable stakeholders prior to, during, and after the onset of risk situations. It also seeks to familiarize students with communication strategies used in humanitarian aid operations, which contribute to the protection of people and property in times of disasters or emergencies. 

This course focuses on the art of theater and the importance of managing stage production. The first phase emphasizes the following: story development/adaptation/ writing, acting, directing, and production design. It aims to develop in the student an appreciation of the performing self and the universality of human experience, through the student’s actual participation in the major phases of stage production. The second phase focuses on managing the budget, marketing, props, and other technical aspects of the theater play/production.