The Communication program offers a B.A. in Communication and a Minor in Advertising and Public Relations. The B.A. in Communication covers three areas: Advertising and Public Relations, Social and Political Communication, and Interpersonal and Organizational Communication. Students may focus on only one or a mix of these three areas. The Minor in Advertising and Public Relations introduces students from any major to the profession and practice of advertising and public relations. Students will acquire basic competencies and skills that help them discern the role of communication in society and understand the main concepts, methods, and approaches used in the advertising and public relations professions.
Communication
Advertising & Public Relations
Advertising & Public Relations
Major
3 years - Full Time study
92 credits
Minor
Along with any BA at LAU
18 credits
BA in Communication
The BA in Communication requires 122 credits (including 30 freshman credits), distributed accordingly:
Core Courses (25 credits):
COM 202 Interpersonal Communication
COM 202 Interpersonal Communication
3 credits
This course helps to increase students’ understanding, and implementation, of effective interpersonal communication behaviors. The course examines the basic verbal, and nonverbal, elements affecting communication among individuals, within the family, peer group, and work contexts. Topics include strategy development, relationship and conversation management, defensive communication, and cultural and gender issues in communication style.
Prerequisite(s):
ENG101 Academic English I
COM 213 Public Relations
COM 213 Public Relations
3 credits
This course details the principles of public relations, PR ethics, corporate social responsibility, public affairs, promotional campaigns, and media relations.
Prerequisite(s):
ENG101 Academic English I
COM 226 Principles of Advertising
COM 226 Principles of Advertising
3 credits
The course introduces students to the concepts, theories and methods of advertising in the digital age. It examines the impact of advertising on society and teaches students how to critically assess advertisements and how to plan, research, develop, and create successful advertising campaigns.
Prerequisite(s):
ENG101 Academic English I
COM 498 Internship
COM 498 Internship
1 credit
The Internship course provides students with the opportunity to gain professional experience in an off-campus setting. Students are required to complete the equivalent of two to three months full-time work at a recognized institution.
Prerequisite(s):
Junior Standing
COM 499 Capstone Project
COM 499 Capstone Project
3 credits
This capstone project focuses on designing and implementing a communication campaign depending on the career interests and skills of the student in the areas of advertising, public relations, social/political communication, or interpersonal/organizational communication. Students are expected to engage in extensive research and critical analysis and use advanced tools and methods for creating professional-grade communication content. Students pitch, research, design, produce and revise their work with the guidance of a communication instructor and carry out a project from start to finish, implementing skills of research, marketing, and entrepreneurship and addressing budgetary, copyright, legal and ethical implications of their final work. English or Arabic language can be used in this project.
Prerequisite(s):
Public Relations , Principles of Advertising , Media & Society , and Senior standing
JSC 224 Social Media
JSC 224 Social Media
3 credits
The course focuses on how social media has changed the relationship between media professionals and their audiences. It explores how the new technologies shape journalism, politics, business/marketing, and civic engagement and teaches students how to research and verify user-generated content, conduct audience analysis, and promote their work.
Prerequisite(s):
ENG101 Academic English I
JSC 312 Media and Society
JSC 312 Media and Society
3 credits
This course studies forms of digital media and communication as elements and products of cultural, political, and economic processes. The approach is interdisciplinary, drawing on a variety of theories and methods of media studies and analysis.
Prerequisite(s):
ENG102 Academic English II
JSC 419 Media Law and Ethics
JSC 419 Media Law and Ethics
3 credits
This course introduces students to principles and debates in media ethics and law by reviewing case studies from print, broadcasting, film, and digital online media. Students will consider ethical challenges and legal decisions, and reflect on how to put these into practice in their professional lives. The course provides some cross-cultural perspective, and puts Lebanese examples in context with international standards.
Prerequisite(s):
JSC 451 Media Research Methods
JSC 451 Media Research Methods
3 credits
This course teaches students how to critically read, design, and implement scientific research and use quantitative, qualitative, and mixed methods, as well as data analysis tools to address research questions and hypotheses in the field of media and communication studies. Students participate in practical research projects and apply various techniques of research design, data collection, statistical and qualitative data analysis, and interpretation.
Prerequisite(s):
COM 313 Nonverbal Communication
3 credits
The influence of nonverbal behavior on human interaction in a variety of contexts and settings, i.e. personal, workplace, and social. Students will work with various nonverbal cues including appearance, posture, facial expressions, and vocal cues.
Prerequisite(s):
ENG202 Advanced Academic English and COM 202 Interpersonal Communication or concurrently
COM 301 Human Communication Theory
3 credits
Students learn how to apply communication theory and evaluate communication situations. The basic theories of human communication, mass communication, and new media and technology are explored. Topics include interpersonal communication, public communication, mass media, and contemporary issues associated with mediated communication.
Prerequisite(s):
JSC 232 Photojournalism
3 credits
The course explores the history, practice, aesthetics, and ethics of photojournalism and examines the work of influential photojournalists and their impact on politics and society. It covers advanced photography and photo-editing skills for journalists, including various forms of photojournalism storytelling. Students produce several photojournalism projects for multimedia platforms.
Prerequisite(s):
JSC 332 Broadcast Journalism
3 credits
This course teaches students how to construct and produce audio and video stories for television and other digital platforms using professional production equipment and editing tools. Emphasis is on editorial decision making for television and video content.
Prerequisite(s):
JSC 220 News Writing and Reporting and JSC 226 Multimedia Journalism Basics
JSC 432 Multimedia Feature
3 credits
This course teaches students how to combine video, animated graphics and real-time data into innovative new story forms for the web, social media and other digital platforms. Genres covered in this class include audio slideshows, interactive maps, location-sensitive multimedia narrative and other.
Prerequisite(s):
JSC 436 Journalism Workshop
3 credits
This class is an intensive production course in multimedia journalism. It involves the production of an online, interactive student publication in a specialized field such as environmental or human rights journalism, data driven reporting, or participatory storytelling, in collaboration with local communities. Students receive hands-on, intensive training in specific techniques of online user-driven story production, including newsroom management, reporting, writing, and editing multimedia content, and producing interactive graphics and maps.
Prerequisite(s):
PFA 318 Writing Music for Visual Media
3 credits
This course covers sound design, sound effects, and music composition for film and visual media. It offers a comprehensive overview defining and encapsulating concepts, issues and applications regarding the use of sound effects and the process of composing music for cinematic arts, theater, dance and new media. Course work includes basic exercises in electroacoustics orchestration, electronic compositions, notation software sequencing and film scoring software and final project.
Prerequisite(s):
PFA 210 Western Music Appreciation or PFA 214 Oriental Music Appreciation
Professional Courses (15 credits)
COM 305 Crisis Communication & Conflict Management
COM 305 Crisis Communication & Conflict Management
3 credits
The course teaches students communication skills in negotiation, mediation, and arbitration processes and exposes them to a variety of public relations crises across corporate, nonprofit, and governmental settings, creating awareness of how to protect an organization’s reputation and ensure the trust of key stakeholders. Students learn both how to prepare strategic communication crisis plans proactively and how to develop and implement reactive crisis communication techniques.
Prerequisite(s):
Public Relations and ENG202 Advanced Academic English
COM 316 Political Communication
COM 316 Political Communication
3 credits
This course can be given in ENGLISH or in ARABIC.
The course examines the persuasive strategies used by mainstream politicians, social and NGO activists, and propagandists. It explores electoral campaigns and the interrelationship of politicians, voting public, and mass media.
Prerequisite(s):
ENG101 Academic English I
COM 350 Media Entrepreneurship & Information Architecture
COM 350 Media Entrepreneurship & Information Architecture
3 credits
The course covers the principles of media entrepreneurship and information architecture in the digital age and examines the evolving media business models and how digital and mobile technologies are transforming media professions and products. Students identify ideas and opportunities, research market needs, map out content findings, create the content architecture, draw the user experience (UX) and the user interface (UI), define the engagement factor, and outline the content and media strategies. At the end of the course, students pitch their ideas for media businesses and products to local entrepreneurs.
Prerequisite(s):
Co-requisites: Public Relations and ENG102 Academic English II
COM 353 Organizational Communication
COM 353 Organizational Communication
3 credits
This course will focus on the role of communication styles of managers and employees in the creation of corporate culture, the dissemination of messages within and among divisions of organizations as well as on the role of communication in the organization’s external environment.
Prerequisite(s):
ENG102 Academic English II or concurrently
COM 354 Health Communication
COM 354 Health Communication
3 credits
The course provides students with a critical understanding of the effects of the mass media and mediated communication on promoting and impeding public health goals. It emphasizes effective communication with public health stakeholders including scientists, news media, community leaders and the public. Students will develop the skills necessary to use media strategically to advance public health policies and social change.
Prerequisite(s):
Interpersonal Communication or concurrently
COM 358 Small Group Communication
COM 358 Small Group Communication
3 credits
This course introduces the concepts, methods, and techniques of leadership in communication and the process of thinking and problem solving in committees and small groups as well as participating in discussions and conferences.
Prerequisite(s):
COM 430 Writing for Advertising and PR
COM 430 Writing for Advertising and PR
3 credits
This is an intensive writing course that covers all types of public relations and advertising writing, including news releases, brochures, newsletters, case studies, advertising copy, memos and crisis communication. Students will hone their skills while producing writing samples for their professional portfolios.
Prerequisite(s):
Public Relations , Principles of Advertising , and ENG202 Advanced Academic English
JSC 220 News Writing and Reporting
JSC 220 News Writing and Reporting
3 credits
This class covers the basic techniques in news writing and reporting, emphasizing news values, accuracy and concise presentation as well as proper sentence structure and story organization. It explores the structural and conceptual characteristics of journalism across the full spectrum of information platforms. The majority of course work is based on practical, hands-on writing assignments that help students to develop professional research, interviewing and reporting skills and teaches them how write/produce to deadline and story briefs.
Prerequisite(s):
ENG101 Academic English I
JSC 222 Digital Media Design
JSC 222 Digital Media Design
3 credits
This course introduces students to the basic principles of design theory and practice in the field of digital media. Emphasis is put on combining text, graphics, and images into layouts for print, web and other digital publications, in addition to providing students with hands-on experience in each step of the production cycle.
Prerequisite(s):
JSC 226 Multimedia Journalism Basics
JSC 226 Multimedia Journalism Basics
3 credits
This course introduces students to the basic principles of multimedia reporting and provides hands-on training in interactive media production tools. Students learn how to combine sound, images, text and video into digital story formats and to create basic interactive information designs.
Prerequisite(s):
ENG101 Academic English I
JSC 228 Arabic News Writing and Reporting
JSC 228 Arabic News Writing and Reporting
3 credits
This class covers the principles and practices of news gathering and writing for the Arabic-language media. It introduces students to different styles of writing for news agencies, newspapers, magazines, radio, TV and the web.
Prerequisite(s):
ARABIC LAC Course (3 cr.)
JSC 314 Data and Society
JSC 314 Data and Society
3 credits
This course explores the social, cultural and political dimension of information in the digital cultural environment. It provides practical and conceptual skills in open data management for government and non-government institutions, including museums, archives and cultural heritage sites. Drawing on a series of case studies and class projects students will learn how to engage with sensitive data and archival records containing precious details of individual and collective lives. The course is open to students of journalism, filmmaking, communication / PR, social sciences, humanities, business and the performing arts.
Prerequisite(s):
TVF 222 Introduction to Audio Visual Media
TVF 222 Introduction to Audio Visual Media
3 credits
Storytelling is at the heart of this course’s objective. Students develop their technical, artistic, and critical eye and mind to effectively and artistically tell a story to different audiences. The course introduces students to the vocabulary, skill, key tools and production techniques employed in audiovisual media while generating ideas for different platforms. Students learn the three stages of production through researching, writing, producing, editing, and directing. Through both individual and group projects, students enhance their theoretical and technical knowledge and appreciation of content creation using various media platforms.
Prerequisite(s):
GRA 455 Advertising Design
GRA 455 Advertising Design
3 credits
This advanced-level studio course investigates the relationship between creativity and sales. Emphasis is placed on new directions of creative, intelligent, ethical and persuasive skills for the layout of advertisement and copyright. This course is taught through projects, discussions and critiques.
Prerequisite(s):
Introduction to Marketing and GRA352 Graphic Design II
MKT 201 Introduction to Marketing
MKT 201 Introduction to Marketing
3 credits
This course exposes students to various elements of the marketing mix including product pricing, promotion and distribution decisions, as well as environmental factors affecting the marketing process. Topical coverage includes an overview of the dynamic marketing environment, the consumer and business marketing and their buying behaviors, and last but not least the process of market segmentation, targeting and positioning.
Prerequisite(s):
MKT 302 Integrated Marketing Communication
MKT 302 Integrated Marketing Communication
3 credits
This course introduces students to the concept and application of integrating the various elements of advertising, sales promotion, public relations, direct marketing and other essentials of the marketing mix to support the overall marketing strategy. The course links the fundamentals of segmentation, targeting, positioning, buyer behavior, and branding with planning, budgeting, and executing a comprehensive, integrated marketing communication program from message development through media selection. Topical coverage includes: the formulation and analysis of promotional objectives; the development of promotional campaigns that convert qualified leads into prospects, prospects into new customers, and new customers into long-term relationship partners; the integration of marketing communication knowing how different media work synergistically; the allocation of budget among different promotional tools, media selection, and consumer response to different messages.
Prerequisite(s):
Liberal Arts Courses (15 credits)
COM 223 Persuasive Communication
COM 223 Persuasive Communication
3 credits
Students are introduced to the theories and concepts of persuasive communication, attitude change, audience analysis, and strategies of persuasion.
Prerequisite(s):
Interpersonal Communication and ENG102 Academic English II
COM 260 Advanced Public Speaking
COM 260 Advanced Public Speaking
3 credits
This course can be given in ENGLISH or in ARABIC.
An introduction to public speaking, speech writing, and dealing with press interviews and media appearances. Students learn to write speeches and deliver them effectively to different live and online audiences, and use visuals and slides shows effectively. They also learn how to handle print, broadcast, and online journalists, and deal with recorded and live radio and TV interviews and talk shows.
Prerequisite(s):
COM301 Human Communication Theory
COM301 Human Communication Theory
3 credits
Students learn how to apply communication theory and evaluate communication situations. The basic theories of human communication, mass communication, and new media and technology are explored. Topics include interpersonal communication, public communication, mass media, and contemporary issues associated with mediated communication.
Prerequisite(s):
COM312 Communication and Gender
COM312 Communication and Gender
3 credits
This course introduces students to the study of gender differences and gender role stereotypes as they affect communication in various contexts, (interpersonal relationships among friends, family, and romantic partners, within organizations, and media/advertising), and the implications and consequences of each.
Prerequisite(s):
ENG102 Academic English II or concurrently
COM 313 Nonverbal Communication
COM 313 Nonverbal Communication
3 credits
The influence of nonverbal behavior on human interaction in a variety of contexts and settings, i.e. personal, workplace, and social. Students will work with various nonverbal cues including appearance, posture, facial expressions, and vocal cues.
Prerequisite(s):
Interpersonal Communication and ENG202 Advanced Academic English
COM 488 Topics in Communication
COM 488 Topics in Communication
3 credits
This course presents diverse theoretical, and methodological, perspectives on selected topics in the field of communication. The course may offer an in-depth analysis of the relevant topics related to one area of communication, or explore issues across several areas. This class may be repeated if topics differ. The course may be repeated for credit.
Prerequisite(s):
Interpersonal Communication and ENG202 Advanced Academic English
JSC 330 Arab and International Media
JSC 330 Arab and International Media
3 credits
This course covers the past, present, and emerging developments of Arab and world news systems, highlighting important historic news junctures, technological shifts, business models, and future trends. Special emphasis is put on how media systems interact with the political, social, and cultural particularities of the Arab world.
Prerequisite(s):
JSC 480 Global Media Literacy
JSC 480 Global Media Literacy
3 credits
This course explores how distinctive global media shape views of politics, culture and society within nations, across regions and internationally. It analyzes information, values and underlying messages conveyed via various forms of media and prepares students for the afternoon course.(JSC 481/JSC781) Note: this course is part of a study abroad program. Students need to apply through the Office of International Services to enroll.
Prerequisite(s):
Co-requisite: Global Change, Cooperation & News (JSC 781)
JSC 481 Global Change, Cooperation & News
JSC 481 Global Change, Cooperation & News
3 credits
This course explores global problems of contemporary importance and their news framing. The class will be broken into cooperative teams that will apply analytic frameworks, research tools and concepts derived from the morning course (JSC 480/JSC 780) to examine a global event, issue or problem as it is represented regionally. Note: this course is part of a study abroad program. Students need to apply through the Office of International Services to enroll.
Prerequisite(s):
Co-requisite: Global Media Literacy (JSC 780)
Liberal Arts Curriculum (LAC) courses (31 credits): see details
Free Electives (3 credits)
The below study plans apply to most students depending on their English level when they entered the program and according to the campus in which they started (Beirut/Byblos). Students should each semester check with their advisors about their progress in the program to ensure timely graduation.
Starting at Beirut Campus:
Typical study plan for students starting at ENG 102
Typical study plan for students starting at ENG 101
Typical study plan for students starting at ENG 009
Starting at Byblos Campus:
Typical study plan for students starting at ENG 102
Typical study plan for students starting at ENG 101
Typical study plan for students starting at ENG 009
Minor in Advertising and Public Relations
The Minor requires 18 credits distributed accordingly:
Core Courses (12 credits):
COM 213 Public Relations
COM 213 Public Relations
3 credits
This course details the principles of public relations, PR ethics, corporate social responsibility, public affairs, promotional campaigns, and media relations.
Prerequisite(s):
ENG101 Academic English I
COM 226 Principles of Advertising
COM 226 Principles of Advertising
3 credits
The course introduces students to the concepts, theories and methods of advertising in the digital age. It examines the impact of advertising on society and teaches students how to critically assess advertisements and how to plan, research, develop, and create successful advertising campaigns.
Prerequisite(s):
ENG101 Academic English I
COM 430 Writing for Advertising and PR
COM 430 Writing for Advertising and PR
3 credits
This is an intensive writing course that covers all types of public relations and advertising writing, including news releases, brochures, newsletters, case studies, advertising copy, memos and crisis communication. Students will hone their skills while producing writing samples for their professional portfolios.
Prerequisite(s):
Public Relations , Principles of Advertising , and ENG202 Advanced Academic English
JSC 312 Media and Society
JSC 312 Media and Society
3 credits
This course studies forms of digital media and communication as elements and products of cultural, political, and economic processes. The approach is interdisciplinary, drawing on a variety of theories and methods of media studies and analysis.
Prerequisite(s):
ENG102 Academic English II
Departmental Electives (6 credits)
COM 305 Crisis Communication & Conflict Management
COM 305 Crisis Communication & Conflict Management
3 credits
The course teaches students communication skills in negotiation, mediation, and arbitration processes and exposes them to a variety of public relations crises across corporate, nonprofit, and governmental settings, creating awareness of how to protect an organization’s reputation and ensure the trust of key stakeholders. Students learn both how to prepare strategic communication crisis plans proactively and how to develop and implement reactive crisis communication techniques.
Prerequisite(s):
Public Relations and ENG202 Advanced Academic English
COM 350 Media Entrepreneurship & Information Architecture
COM 350 Media Entrepreneurship & Information Architecture
3 credits
The course covers the principles of media entrepreneurship and information architecture in the digital age and examines the evolving media business models and how digital and mobile technologies are transforming media professions and products. Students identify ideas and opportunities, research market needs, map out content findings, create the content architecture, draw the user experience (UX) and the user interface (UI), define the engagement factor, and outline the content and media strategies. At the end of the course, students pitch their ideas for media businesses and products to local entrepreneurs.
Prerequisite(s):
Co-requisites: Public Relations and ENG102 Academic English II
COM 356 Media Relations
COM 356 Media Relations
3 credits
he course covers theory and practice of media relations in the digital age. Students examine the factors influencing news coverage of business, government and NGO interests with emphasis on role the of social media, citizen journalism, blogs and mobile telephony in influencing the traditional news cycle. Students develop a strategic media relations campaign aimed at publicizing a product, service, idea, cause or issue and use a variety of online and offline publicity tools and techniques.
Prerequisite(s):
COM 357 Events Planning
COM 357 Events Planning
3 credits
The course introduces students to the principles of events planning and management. Students learn how to formulate and manage the communication of various types of media events, including the planning, development, management, and implementation of festivals, entertainment events, corporate events, cultural events, and sports events.
Prerequisite(s):
COM 431 Strategic Communication
COM 431 Strategic Communication
3 credits
The course covers the theories, skills and processes of strategic communication and its practice by business, government, politicians and nonprofits. Students learn how to plan, research, execute and assess strategic communication plans, integrating multiplatform media and managing relationships with various stakeholders. Students also learn how to analyze traditional and social media metrics to evaluate the effectiveness of media strategies.
Prerequisite(s):
Public Relations , Principles of Advertising , and ENG202 Advanced Academic English
GRA 432 Visual Perception
GRA 432 Visual Perception
3 credits
How designers decode visual information and audiences encode them is fundamental to the discipline of graphic design. This course approaches the study of visual culture and its theoretical framework. It investigates the production, form and reception of images as well as introduces theoretical strategies to understand how meaning is produced by and through images within their historical context. This course is taught through presentations, discussions, projects and critiques.
Prerequisite(s):
History of Design and ENG102 Academic English II
GRA 455 Advertising Design
GRA 455 Advertising Design
3 credits
This advanced-level studio course investigates the relationship between creativity and sales. Emphasis is placed on new directions of creative, intelligent, ethical and persuasive skills for the layout of advertisement and copyright. This course is taught through projects, discussions and critiques.
Prerequisite(s):
Introduction to Marketing and GRA352 Graphic Design II
JSC 222 Digital Media Design
JSC 222 Digital Media Design
3 credits
This course introduces students to the basic principles of design theory and practice in the field of digital media. Emphasis is put on combining text, graphics, and images into layouts for print, web and other digital publications, in addition to providing students with hands-on experience in each step of the production cycle.
Prerequisite(s):
JSC 224 Social Media
JSC 224 Social Media
3 credits
The course focuses on how social media has changed the relationship between media professionals and their audiences. It explores how the new technologies shape journalism, politics, business/marketing, and civic engagement and teaches students how to research and verify user-generated content, conduct audience analysis, and promote their work.
Prerequisite(s):
ENG101 Academic English I
JSC 480 Global Media Literacy
JSC 480 Global Media Literacy
3 credits
This course explores how distinctive global media shape views of politics, culture and society within nations, across regions and internationally. It analyzes information, values and underlying messages conveyed via various forms of media and prepares students for the afternoon course.(JSC 481/JSC781) Note: this course is part of a study abroad program. Students need to apply through the Office of International Services to enroll.
Prerequisite(s):
Co-requisite: Global Change, Cooperation & News (JSC 781)
JSC 481 Global Change, Cooperation & News
JSC 481 Global Change, Cooperation & News
3 credits
This course explores global problems of contemporary importance and their news framing. The class will be broken into cooperative teams that will apply analytic frameworks, research tools and concepts derived from the morning course (JSC 480/JSC 780) to examine a global event, issue or problem as it is represented regionally. Note: this course is part of a study abroad program. Students need to apply through the Office of International Services to enroll.
Prerequisite(s):
Co-requisite: Global Media Literacy (JSC 780)
MKT 201 Introduction to Marketing
MKT 201 Introduction to Marketing
3 credits
This course exposes students to various elements of the marketing mix including product pricing, promotion and distribution decisions, as well as environmental factors affecting the marketing process. Topical coverage includes an overview of the dynamic marketing environment, the consumer and business marketing and their buying behaviors, and last but not least the process of market segmentation, targeting and positioning.
Prerequisite(s):
MKT 302 Integrated Marketing Communication
MKT 302 Integrated Marketing Communication
3 credits
This course introduces students to the concept and application of integrating the various elements of advertising, sales promotion, public relations, direct marketing and other essentials of the marketing mix to support the overall marketing strategy. The course links the fundamentals of segmentation, targeting, positioning, buyer behavior, and branding with planning, budgeting, and executing a comprehensive, integrated marketing communication program from message development through media selection. Topical coverage includes: the formulation and analysis of promotional objectives; the development of promotional campaigns that convert qualified leads into prospects, prospects into new customers, and new customers into long-term relationship partners; the integration of marketing communication knowing how different media work synergistically; the allocation of budget among different promotional tools, media selection, and consumer response to different messages.
Prerequisite(s):
MKT 304 Consumer Behavior
MKT 304 Consumer Behavior
3 credits
This course examines the consumer decision making process and the effects of external environmental influences (culture, subculture, social class, reference groups, family, and personal influences) and internal psychological influences on such a process. Focusing on the customer as the key to market success, this course introduces students to the different frameworks of consumer behavior and organizational buying models, and explains how these behaviors are influenced by principles of learning, motivation, personality, lifestyle, perception and group influence. The principles from a number of disciplines are used to explain buying behavior, including: economics, psychology, social psychology, sociology, and anthropology.
Prerequisite(s):
MKT 412 E-Marketing
MKT 412 E-Marketing
3 credits
The course offers a broad overview of e-marketing principles and best practices. E-Marketing is the process of creating, communicating and exchanging value between different stakeholders using information technology, generally over the Internet. By adding an online presence to their existing structure, most organizations are becoming hybrid entities. The ability to think strategically in a fast changing E-Marketing landscape became an essential skill for every business-oriented individual given the changes brought forth by the electronic medium in the expectations of both customers and business partners. Topical coverage includes among other issues: marketing communications strategies and tactics for the World Wide Web; distribution channels; implications of e-Marketing for customer relations; online privacy, security issues and cyber law.
Prerequisite(s):
TVF 222 Introduction to Audio Visual Media
TVF 222 Introduction to Audio Visual Media
3 credits
Storytelling is at the heart of this course’s objective. Students develop their technical, artistic, and critical eye and mind to effectively and artistically tell a story to different audiences. The course introduces students to the vocabulary, skill, key tools and production techniques employed in audiovisual media while generating ideas for different platforms. Students learn the three stages of production through researching, writing, producing, editing, and directing. Through both individual and group projects, students enhance their theoretical and technical knowledge and appreciation of content creation using various media platforms.
Prerequisite(s):
About the Communication Program
Mission Statement
The BA in Communication offers an interdisciplinary liberal arts curriculum that balances theory, research, professional practice and critical inquiry, and prepares students to become innovative, professional, and ethical communicators ready to thrive in a rapidly evolving communication field and industry. The program focuses on Advertising and Public Relations, Social and Political Communication, and Interpersonal and Organizational Communication. The degree enables students to be life-long learners, scholars and critical thinkers who possess innovative and resilient capacities to adapt, succeed, and lead in an ever-changing and diverse global environment.
Program Objectives
Graduates shall be able to:
PO1: Demonstrate conceptual and practical knowledge for careers in communication across various specializations (advertising, public relations, social and political communication, and organizational communication).
PO2: Exhibit an appreciation of the theoretical aspects of communication, and an understanding of the cultural, economic, and political contexts that affect communication professions and processes in the Arab region and globally.
PO3: Exhibit technical competences with a wide range of convergent communication technologies and create professional, ethical, and civically engaged communication strategies and content to communicate with diverse stakeholders in an increasingly multicultural and global environment.
PO4: Demonstrate the required research, critical and analytical competencies that enable them to pursue scholarly work and graduate studies.
Learning Outcomes
Students will be able to:
SLO1: Demonstrate knowledge of the functions and roles of various communication professions.
SLO2: Understand the value and needs of effective relationship management in today’s participatory media environment.
SLO3: Apply critically major theories to various genres of communications studies.
SLO4: Comprehend the historical, political, economical, legal, ethical and technological developments in the communication industry and profession, globally and in the Arab region.
SLO5: Demonstrate technical abilities with a wide range of convergent communication technologies to research, plan, manage and produce communication content and design communication campaigns and strategies.
SLO6: Conduct research using quantitative and qualitative methods of scientific inquiry.