UNDERGRADUATE DEGREE PROGRAMME

FOUR-YEAR STANDARD UNDERGRADUATE DEGREE PROGRAMME

FIRST YEAR

FIRSTSEMESTER

Course CodeCourse Title                                                           Units

Major Courses

MAC 101   Introduction to Mass Communication                                4

MAC 103   History of the Nigerian Mass Media                                   2

MAC 111   Elements of Journalistic Style                                               2

 

General Studies Courses

GSP 101     Communication in English I                                               2

GSP 111      The Use of Library & Study Skills                                      2

GSP 207          Logic Philosophy & Human Existence                        2

 

Required Ancillary Courses

PHI  101         Introduction to Philosophy I                                          2

POL 114         Nigerian Legal System I                                                   2

 

Electives: Choose one of the following courses:

ELS  104         Introduction to Nigerian Literature I                          2

ELS  141         Introduction to Fiction                                                    3

FRE  101         Elementary French I                                                       2

HIS  103         Major World Civilizations                                              3

HIS  111         Nigeria from 1500 to 1800                                              2

HIS  121         History of Africa from 1500 – 1800 A.D.                    3

                                                                                                 Total   20/21

 

SECOND SEMESTER

Course Code        Course Title                                             Units

Major Courses

MAC 102  African Communication Systems                                  4

MAC 112  Writing for the Mass Media                                             2

MAC 132  Typesetting                                                                         2

 

General Studies Courses

GSP 102     Communication in English II                                       2

GSP 208      Nigerian Peoples & Culture                                         2

                                                     

Required Ancillary Courses

PHI  102      Introduction to Philosophy II                                     2

POL 115      Nigerian Legal System II                                               2

 

Electives: Choose one of the following courses:

ELS  105         Introduction to Nigerian Literature II                             2

ELS  121         Basic English Grammar and Composition                      3

FRE  102         Elementary French II                                                          2

HIS   122        History of West Africa from 1500 A.D. to the Present  2

HIS   131        Europe to the Age of Revolutions                                      2

THA 132         Basic Communication Theory                           3

Total   18/19

 

SECOND YEAR

FIRST SEMESTER

Course Code        Course Title                                             Units

Major Courses

MAC 201 Theories of Mass Communication                                    2

MAC 203 Reporting                                                                              2

MAC 205 Graphics of Mass Communication                                   2

MAC 211 Critical and Review Writing                                              2

MAC 221        Announcing and Performance                                   2

MAC 241        Principles of Public Relations                                     2

MAC 261        Introduction to Film                                                    2

 

General Studies Courses

GSP 105          Natural Science I                                                        2

GSP 201          Peace and Conflict Resolution I                               2

 

Required Ancillary Course

COS 101         Introduction to Computer Science                            2

 

Electives: Choose one of the following courses:

MAC 243        Marketing Foundations for Advertising

and Public Relations                                                    2

POL  101        Introduction to Political Science I                              2

POL  211        Nigerian Politics and Government I                           2

SOC 101         Introduction to Sociology I                  2                                                                                                                                                                                                                        Total   22

 

SECOND SEMESTER

Course Code        Course Title                                                    Units

Major Courses

MAC 202 Media and Society                                                                    2

MAC 204 Information and Communication Technologies                2

MAC 212 News Writing                                                                             3

MAC 222 Principles of Broadcasting                                                     2

MAC 242 Principles of Advertising                                                        2

MAC 252 Media Attachment                                                                   2

 

General Studies Courses

GSP 106 Natural Science II                                                                   2

GSP 202 Peace and Conflict Resolution II                                        2

 

Electives: Choose two of the following courses:

MAC 244        Fundamentals of Media Relations                              2

POL  102        Introduction to Political Science II                            2

POL  212        Nigerian Politics and Government II                          2

PSY  103         Determinants of Behaviour                                         2

SOC 102         Introduction to Sociology II                                       2

SOC 251         Social Changes and Social Problems                          3

                                                                                                 Total   21/22

 

THIRD YEAR

FIRST SEMESTER

Course Code        Course Title                                                    Units

Major Courses

MAC 301 Development Journalism                                                        2

MAC 311 Feature and Interpretative Writing                                       3

MAC 313 Magazine Article Writing                                                        3

MAC 321 Radio/TV Programme Writing and Production                 2

MAC 331 News Editing                                                                              2

MAC 333 Fundamentals of Book Publishing                                       2

MAC 361 Photojournalism                                                                      2

 

Required Ancillary Course

CED 341 Introduction to Entrepreneurship                                       2

 

Electives: Choose two of the following courses:

MAC 323        Public Affairs Broadcasting                                       2

MAC 341        Financial Relations                                                      2

MAC 343        Advertising Creative Strategies and Tactics           2

MAC 345        Consumer Affairs                                                       2

                                                                                                Total   22

 

SECOND SEMESTER

Course Code        Course Title                                                Units

Major Courses

MAC 302 Specialised Reporting                                                        2

MAC 312 Editorial Writing                                                                2

MAC 322 Broadcast Programming                                                    2

MAC 332 Newspaper Production                                                      2

MAC 334 Magazine Production                                                         2

MAC 352 Media Attachment                                                             2

MAC 382 Introduction to Mass Communication Research        2

MAC 384 Advertising and Public Relations Research                  2

 

Required Ancillary Courses

COS  304 Computer Applications                                                      3

CED  342 Business Development and Management                      2

 

Electives: Choose one of the following courses:

MAC 314        Broadcast Commentary and Critical Writing          2

MAC 342        Community Relations                                                 2

                                                                                                     Total   23

 

FOURTH YEAR

FIRST SEMESTER

Course Code        Course Title                                                Units

Major Courses

MAC 401 Mass Communication Law and Ethics                              2

MAC 403 International Communication                                            2

MAC 421 Advanced Radio/TV Production                                         2

MAC 431 Advanced Newspaper Production                                       2

MAC 433 Advanced Magazine Production                                         2

MAC 435 Print Seminar                                                                         2

MAC 441 Advanced Public Relations                                                   2

 

Electives: Choose two of the following courses:

MAC 423        Station Management and Operations                         2

MAC 425        International Broadcasting                                           2

MAC 443        International Public Relations                                     2

MAC 445        Organisation and Management of Advertising

and Public Relations Agencies                                    2

                                                                                                     Total   18

 

SECOND SEMESTER

Course Code        Course Title                                              Units

Major Courses

MAC 402 Media Management                                                           2

MAC 422 Broadcast Seminar                                                             2

MAC 442 Advanced Advertising                                                       2

MAC 462 Documentary Film Production                                       2

MAC 490 Project                                                                                 6

 

Electives: Choose two of the following courses:      

MAC 412        Film Criticism                                                              2

MAC 424        Educational Broadcasting                                         2

MAC 444        Special Topics in Advertising

and Public Relations                                                   2

MAC 446        Multinational Advertising                                           2

                                                                                                     Total   18

 

THREE-YEAR STANDARD UNDERGRADUATE DEGREE PROGRAMME

 

FIRST YEAR

FIRST SEMESTER

Course Code Course Title                                                    Units

Major Courses

MAC 101 Introduction to Mass Communication                           4

MAC 103 History of the Nigerian Mass Media                              2

MAC 111 Elements of Journalistic Style                                          2

MAC 203 Reporting                                                                            2

 

General Studies Courses

GSP 101 Communication in English I                                               2

GSP 105 Natural Science I                                                                   2

GSP 111 The Use of Library & Study Skills                                       2

GSP 201  Peace and Conflict Resolution I                                        2

GSP 207 Logic Philosophy & Human Existence                             2

 

Required Ancillary Courses

PHI  101 Introduction to Philosophy I                                              2

POL 114 Nigerian Legal System I                                                       2

                                                                                                   Total   24

 

SECOND SEMESTER

Course Code        Course Title                                                  Units

Major Courses

MAC 102 African Communication Systems                                          4

MAC 132 Typesetting                                                                                 2

MAC 202 Media and Society                                                                    2

MAC 212 News Writing                                                                              3

 

General Studies Courses

GSP  102 Communication in English II                                                 2

GSP  106 Natural Science II                                                                      2

GSP  202 Peace and Conflict Resolution II                                           2

GSP  208 Nigerian Peoples and Culture                                                 2

 

Required Ancillary Courses

PHI  102 Introduction to Philosophy II                                                 2

POL 115 Nigeria Legal System II                                                             2

                                                                                                      Total   23

 

SECOND YEAR

FIRST SEMESTER

Course Code        Course Title                                                   Units

Major Courses

MAC 201 Theories of Mass Communication                                         2

MAC 205 Graphics of Mass Communication                                        2

MAC 221 Announcing and Performance                                               2

MAC 241 Principles of Public Relations                                                2

MAC 311 Feature and Interpretative Writing                                       3

MAC 313 Magazine Article Writing                                                       3

MAC 321 Radio/TV Programme Writing and Production               2

MAC 331 News Editing                                                                             2

 

Required Ancillary Courses

COS  101 Introduction to Computer Science                                       2

CED  341 Introduction to Entrepreneurship                                       2                                                                                                                                                                                              Total   22

 

SECOND SEMESTER

Course Code        Course Title                                                  Units

Major Courses

MAC 222 Principles of Broadcasting                                                     2

MAC 242 Principles of Advertising                                                       2

MAC 252 Media Attachment                                                                 2

MAC 302 Specialised Reporting                                                            2

MAC 322 Broadcast Programming                                                        2

MAC 332 Newspaper Production                                                          2

MAC 334 Magazine Production                                                             2

MAC 382 Introduction to Mass Communication Research              2

MAC 384 Advertising and Public Relations Research                        2

 

Required Ancillary Courses

COS 304 Computer Applications                                                               3

CED 342 Business Development and Management                               2                                                                              Total23

 

THIRD YEAR

FIRST SEMESTER

Course Code        Course Title                                                Units

Major Courses

MAC 211 Critical and Review Writing                                                 2

MAC 333 Fundamentals of Book Publishing                                     2

MAC 361 Photojournalism                                                                    2

MAC 401 Mass Communication Law and Ethics                               2

MAC 403 International Communication                                            2

MAC 421 Advanced Radio/TV Production                                          2

MAC 431 Advanced Newspaper Production                                       2

MAC 433 Advanced Magazine Production                                          2

MAC 435 Print Seminar                                                                          2

MAC 441 Advanced Public Relations                                                    2

 

Electives: Choose one of the following courses:

MAC 423        Station Management and Operations                         2

MAC 425        International Broadcasting                                           2

MAC 443        International Public Relations                                     2

MAC 445        Organisation and Management of

Advertising and Public Relations Agencies               2

Total   22

SECOND SEMESTER

Course Code        Course Title                                                 Units

Major Courses

MAC 204 Information and Communication Technologies            2

MAC 312 Editorial Writing                                                                    2

MAC 402 Media Management                                                              2

MAC 422 Broadcast Seminar                                                                2

MAC 442 Advanced Advertising                                                          2

MAC 462 Documentary Film Production                                           2

MAC 490 Project                                                                                     6

 

Electives: Choose one of the following courses:

MAC 412        Film Criticism                                                                   2

MAC 424        Educational Broadcasting                                              2

MAC 444        Special Topics in Advertising and Public Relations  2

MAC 446        Multinational Advertising                                               2

Total   20

 

UNDERGRADUATE COURSE DESCRIPTION

(Regular and sandwich programmes)

MAC 101: Introduction to Mass Communication                  4 units

Consideration of mass communication as a sub-type of human communication and overview of the progress, models and elements of communication. Survey of the mass media, including their adjuncts. Examination of the characteristics, functions, contents, operations and impact of the mass media as well as national mass media systems and mass communication between/across nations.

MAC 103: History of the Nigerian Mass Media                  2 units

Exposition of the major trends in the development of the mass media in Nigeria as well as their adaptation and contribution to the political, religious, economic and social development of the country from 1859 till the present.

MAC 104: African Communication Systems                      4 units

African oral traditional communication structure, form and content. Also survey of past and present modern mass media systems as influenced by African political culture.

MAC 111: Elements of Journalistic Style                                 2 units

Examination of the features of journalistic style such as simplicity, consistency and correctness; the rules in stylebooks on such issues as abbreviation, capitalisation, punctuation and spelling with special reference to the stylebook of the departmental newspaper, The Record. Students are taught basic grammar for journalists covering such areas as conjugation of verbs, conversion from one part of speech to another, word usage and vocabulary development.

MAC 112: Writing for the Mass Media                                  2 units

Designed to teach the qualifications required of the mass media writer such as competence in handling the language, a broad-based education and ability to use references and writing tools effectively; characteristics of various mass media and their implications for the mass media writer’s work; introduction to writing tools and basic forms of mass media writing.

MAC 132: Typesetting                                                                 2 units

Instruction in computer appreciation and practice in typing aimed at enabling the students to acquire the basic knowledge and skills essential for beginning journalists.

MAC 201: Theories of Mass Communication                           2 units  

Exploration and analysis of major theories which deal with the nature, uses and effects of mass communication. The relationship between theory and research and the relevance of the latter to the success of the former are discussed early in the course.

MAC 202: Media and Society                                                    2 units

Discussion of the inter-relationship of the media and society.  Examination of communication variables, media sociology, concepts of freedom and responsibility; public opinion and press councils, government-media relations.

MAC 203: Reporting                                                                 2 units

Instruction in basic journalistic skills, the qualifications for reporters, duties of reporters, sources of news, news elements and news values, interviewing, ethics and laws guiding reporting.

MAC 204: Information and Communication Technologies   2 units

An introduction to information and communication technologies such as telephones, computers, fax machines, satellites, audio and video recorders, especially as they facilitate the work of journalists, and those in allied professions such as film producers, advertising and public relations practitioners.

MAC 205: Graphics of Mass Communication                   2 units

Consideration of the principles and mechanics involved in the visual presentation of words and illustrations. This will cover such topics as processes of graphic reproduction, types and type faces, hot and cold type composition, photo-engraving, types of printing processes, layouts, design and make-up.

MAC 211: Critical and Review Writing                           2 units

Principles of critical writing; review of books, plays and films; techniques of investigative reporting.

MAC 212: News Writing                                                     3 units

A skills course in gathering and writing various types of news stories for the print and broadcast media as well as the World Wide Web. Practical experience is gained by writing for departmental publications and radio-television productions.

MAC 221: Announcing and Performance                          2 units

This course is designed to audition students after teaching them the appropriate oral delivery, dressing and comportment for news casting and continuity announcing for radio and television. Students are required to gain practical experience through serving as continuity announcers, news anchors, correspondents and programme presenters in the department’s radio and television studios.

MAC 222: Principles of Broadcasting                                   2 units

Overview of the physical, technical and societal bases of radio and television broadcasting. Relates the laws of nature that make broadcasting possible, as well as the scientists who exploited them; describes the individual items of equipment used in radio and television and surveys the diverse environment of broadcasting stations and networks.

MAC 241: Principles of Public Relations                           2 units

Introduction to public relations principles, evolution and organisation. Public relations process: research, planning, communication and evaluation. Public opinion. Media of public relations communication. The place of advertising, periodicals, films and special events in public relations. Study of various corporate publics. Corporate relations with employees, share-holders, community, the press, educational institutions and governments.

MAC 242: Principles of Advertising                                  2 units

Theory and techniques of advertising as they apply to modern business activities and the mass media. Strategy of preparation, promotion and sales of advertisements. Study includes general, retail display and classified advertising. Characteristics and evaluation of advertising media, rate structures, costs, scheduling and problems of coverage.

MAC 243: Marketing Foundations for Advertising and PR 2 units

The course aims at showing students how marketing is a springboard for advertising and public relations (PR). The students are exposed to the definitions and concepts/philosophies of marketing: the selling concept, the product and the production concepts, the financial and societal marketing concepts. Other areas include product, price, place and promotion; the marketing mix; advertising and PR as tools of marketing and the broader practice of integrated marketing communications.

MAC 244: Fundamentals of Media Relations                   2 units

Fundamentals of media relations addresses such issues as the meaning of media relations, the rationale for it, the various media available and their characteristics, weaknesses and strengths. Students are taught various tools and strategies that can be used in maintaining good relations with the media such as press conferences, facility visits and media events sponsorship. They are also taught how to plan and execute a media relations programme for an organisation.

MAC 252: Media Attachment                                             2 units

Eight weeks of intensive media experience are required for all students at the end of the second academic year.

MAC 261: Introduction to Film                                           2 units

Examination of film as a medium of communication and the cinema as a communication setting with particular reference to literature and its various forms – the short story, novel, poem and drama. Overview of various kinds of film – documentary (non-fiction), and avante-grade – the role of the cinema in urban and rural communities.

MAC 301: Development Journalism                                   2 units

Designed to teach students the essential elements of national development with special reference to the role of communication in promoting social change. Topics covered include socialisation, modern and traditional systems of communication, culture and social change, and community journalism.

MAC 302: Specialised Reporting                                       2 units

This course is designed (i) to provide instruction in the techniques of reporting specialised subjects such as agriculture, medicine, religion, sports, labour, the courts, the arts and the like; (ii) to expose students to the basic literature as well as outstanding examples of reporting of these issues.

MAC 311: Feature and Interpretative Writing                3 units

This course covers the rationale and approaches for interpreting the news, how to get ideas for and write various kinds of features such as profiles, historical, seasonal, confession, human-interest, adventure and personal experience features. Intensive writing exercises are conducted in class and for departmental publications.

MAC 312: Editorial Writing                                              2 units

Intensive work in the theory and practice of writing editorials and columns based on opinion with particular emphasis on analysis and interpretation of events.                                                                 

MAC 313: Magazine Article Writing                                3 units

Classification and objectives of magazines and basic elements of good writing such as brevity, clarity, vitality and elegance plus how to write and illustrate such magazine articles types as personal opinion, essays and fiction. Students practise writing in class and contribute to the departmental magazine.

MAC 314: Broadcast Commentary and Critical Writing    2 units

Definitions and structure of broadcast commentary, broadcast news commentary writing using the style and technique of each broadcast medium, the application of simplicity which is the hallmark of broadcast writing style of persuasion in commentaries as well as examination of its strengths and limitations.

MAC 321: Radio/TV Programme Writing and Production  2 units

Comprehensive analysis of the writing process as it pertains to radio and television. Analysis and evaluation of radio/television scripts, and production of talk, interview, discussion and magazine programmes. Intense writing exercises.

MAC 322: Broadcast Programming                                   2 units

Analysis of the nature and process of management and organisation with particular reference to types of broadcasting organisations and their settings. Consideration of the primary operations of radio and television stations networks particularly, programming and personnel and the skills required to manage them in the interest of society.

MAC 323: Public Affairs Broadcasting                             2 units

This course is designed to acquaint learners with the essentials for reporting public affairs. It presupposes some understanding of the structures of social institutions and agencies (national and international). The aim is to enable prospective reporters acquire the terminology that enhances news reporting in understandable language appropriate for the listening/viewing audience of the broadcast media.

MAC 331: News Editing                                                      2 units

A production course stressing news evaluation, copy-editing and copy-fitting for the media. It includes practical work on departmental publications.

MAC 332: Newspaper Production                                     2 units

Writing, editing, and producing a departmental newspaper. It includes practical work in all aspects of production – copy-editing, copy-fitting, page layout, headline writing, photo-selection and cropping.

MAC 333: Fundamentals of Book Publishing                  2 units

Examination of the techniques for book publishing from editing of manuscripts to layout of pages, filming, plating, printing and binding.  Emphasis is laid on desktop publishing and the use of computer programmes in this regard.

MAC 334:  Magazine Production                                      2 units

Writing, editing and producing a departmental magazine. It includes practical work in designing the cover, assembling and categorising contents, copy and photo editing as well as page layout.

MAC 341: Financial Relations                                            2 units

An examination of an aspect of public relations management that focuses on maintenance of goodwill between an organisation and its financial publics. Students are taught the importance of financial publics such as shareholders, financial institutions and stockbrokers; they are taught financial market operations, government’s financial policies, financial media and the tools of financial relations as well as financial events management.

MAC 342: Community Relations                                        2 units

An exposition into that aspect of modern public relations through which an organisation ensures harmony between itself and its host community by ploughing back some of its profits into such development efforts as provision of scholarships, pipe-borne water, electricity and access roads. Students are taught the origin of community relations, its rationale and strategies for pursuing it. Case studies of how it is currently practised by companies are taken.

MAC 343: Advertising Creative Strategies and Tactics      2 units

The course exposes students to advertising copy writing and how to produce creative advertisement copy. It treats such areas as the advertising ‘brief’, sources of information for the copy, the meaning of creativity and how to apply it in every facet of advertising.

MAC 345: Consumer Affairs                                               2 units

This course aims at teaching students the strategies corporations adopt to attain consumer satisfaction, the rationale for striving thus, and how various elements of the marketing mix can be manipulated in this direction with emphasis on creativity and competitors’ activities. Approaches for liaising with consumer representative groups and case studies of customer care programmes of notable companies are taken.

MAC 352: Media Attachment                                                  2 units

Pre-requisite: MAC 252. Eight weeks of intensive media experience are required of all students at the end of the third academic year. Participants will be attached to media houses in which their practical training can be monitored.

MAC 361: Photojournalism                                                    2 units

Elements of film; raw film stock; basic visual units for telling stories in pictures: frames, shots, scenes and sequences; composition, camera angles, lighting. Relationship of elements in a theme. Elements of the camera and its accessories.

MAC 382: Introduction to Mass Communication Research   2 units

This course introduces students to the features and procedure for scientific research. It exposes them to research designs and data gathering methods in mass communication in particular and the social sciences in general. It also acquaints them with classic examples of mass communication research. The overall objective is to help students to apply the learnt methods in carrying out research projects.

MAC 384: Advertising and Public Relations Research           2 units

Application of quantitative and qualitative research methodologies in advertising and public relations contexts. Emphasis will be placed on budget, copy and media research.

MAC 401: Mass Communication Law and Ethics                 2 units

Discussion of constitutional provisions for freedom of expression and interpretation. Statutes regulating libel, sedition, copyright, obscenity and contempt of court. The working of the Nigerian legal system, and professional ethics. Registration of newspapers.

MAC 402: Media Management                                                2 units

General principles of management and economics as applied to media organisations. Management by objectives and utilisation of available resources. Policies and problems in various departments of media organisations.

MAC 403: International Communication                               2 units

Comparative study of media systems; a study of the world press. News agencies, press organisations, programme exchange. Analysis of media imperialism.

MAC 412: Film Criticism                                                         2 units

This course enables students to criticise film programmes by utilising standard criteria such as technical, creativity, content and message objectives. The different genres in film are examined and students are taught how to review the live arts for daily newspapers and other media.

MAC 421: Advanced Radio/TV Production                          2 units

Pre-requisite: MAC 321. Preparation and delivery of radio and TV news. Matching words and pictures: radio-television special events such as commentaries, documentaries and other feature programmes such as interviews and sports broadcasts. Organisation and management of radio and television stations.

MAC 422: Broadcast Seminar                                              2 units

This course equips students with appropriate techniques for seminar preparation and presentation covering such areas as research, documentation and delivery of papers on themes in broadcasting. Each student is expected to write and present one such seminar paper in the course of the semester.

MAC 423: Station Management and Operations              2 units

This course entails teaching students how broadcast stations are managed, the functions of management and responsibilities including the day-to-day transmission of programmes and operations. The course covers such areas as planning/scheduling, traffic control, personnel management, planning/directing of outside broadcasts and simulated transmissions of live broadcasts.

MAC 424: Educational Broadcasting                                    2 units

This course analyses the educational potentialities and limitations of radio and television. It will lead participants to bring to fruition the knowledge and skills that they have acquired in broadcasting courses over the years. In this context, emphasis is placed on functional methods for empowering the future practitioners to use the broadcast media to advance knowledge in all dimensions of existence and, thus, to satisfy the developmental needs of the society.

MAC 425: International Broadcasting                                2 units

From this course, students learn various nations’ broadcasting systems, the laws and regulations governing broadcasting within and beyond Nigeria’s borders as well as the advantages and disadvantages of direct satellite broadcasting (DBS).

MAC 431: Advanced Newspaper Production                    2 units

Pre-requisite: MAC 332. Special problems in newspaper reporting and editing.   Policies and problems in the editorial, advertising, circulation and commercial printing departments.

MAC 433: Advanced Magazine Production                        2 units

Pre-requisite: MAC 334. Policies and problems in magazine production. Participation in the production of the departmental magazine. Studies of specialised magazine features; technical publications such as industrial organs, special-interest magazines, house organs, and professional journals.

MAC 435: Print Seminar                                                      2 units

Writing and presentation of well-researched seminar papers on issues affecting the print media, namely, newspapers, magazines, books, brochures, newsletters, handbills and posters. The issues covered are as diverse as their history, contents, production and evolution especially in response to new technologies.

MAC 441: Advanced Public Relations                               2 units

Pre-requisite: MAC 241. Public relations as practised in industry, non-profit and social welfare organisations, business and professional associations, the armed forces and other institutions. Actual problems from business and industry are presented for students’ reaction and preparation of public relations programmes.

MAC 442: Advanced Advertising                                        2 units

The preparation of advertising media plan: analysis of the various media in terms of target audience reached and the frequency of reach. Consideration of other crucial factors in matching media with markets.

MAC 443: International Public Relations                          2 units

This course covers the public relations strategies of trans-national corporations and governments in the international arena. It examines legal, economic, political, cultural and ethical factors that impinge upon international public relations practices using specific campaigns and programmes of various corporations and governments for illustration

 MAC 444: Special Topics in Advertising and Public PR  2 units

In this course, students are expected to present well-researched seminar papers on Advertising and Public Relations.  Each student is allowed to choose a topic relating to Advertising and Public Relations which must be approved by the lecturer. At the presentation of the seminar, candidates are evaluated both on the contents of their papers and how they field questions raised by the lecturer and other participants.

MAC 445: Organisation and Management of Advertising and Public Relations Agencies                                                     2 units 

The course exposes students to the meaning, kinds and organisation of advertising and public relations agencies. It discusses the functions of an agency, the various units that make up an agency, how an agency gets accounts, the various methods of charging their clients, the internal authority, relationships within an agency and the various kinds of talents or resource people that an agency may need.

MAC 446: Multinational Advertising                                    2 units

The course covers advertising techniques of large-scale advertisers whose operations span many countries. Various cultural, political and ethical issues are considered in teaching international advertising techniques. The course also considers economic and marketing conditions that impel and constrain advertising in various cultures. Other areas of interest are the role of advertising within the global media environment; international advertising media, the interplay of national (advertising) media systems and the global advertising environment; contribution of advertising to the global economy and new advertising media and techniques in view of evolving media technologies.

MAC 462: Documentary Film Production                           2 units

Pre-requisite: MAC 261. Elements of film production. Analysis of techniques of cinematography, production phases and activities and film structuring. Intensive instruction in the production of short films and analysis of popular productions.

MAC 490: Project                                                                  6 units

Students initiate and execute a project following the steps in the research process. Upon completion, they submit and defend their project reports before the departmental board.