Course Code: MDCP 100
Academic Year: 2023-2024
Introduction to Media Studies is a foundational Common First semester course which introduces students to Advertising and Graphic Design, Advertising and Marketing Communications, Journalism, Media Communications and Public Relations. The course consists of five modules: Strategic Thinking, Communication Strategies, Intro to PR, Fundamentals of Reporting, and Intro to Advertising. In the media industries, individuals must understand and interact with a variety of disciplines and processes. Through the five modules, learners will develop skills in conceptual process, creative problem-solving and strategy, as well as execution and delivery. Students will learn how the media functions and what they can expect from corporate communications professionals. The identification of key audiences, needs, goals and objectives are emphasized, as are analysis and evaluation of tactics and strategies. An introduction to the history, breadth and diversity, and best PR practices emphasizes for students the role that public relations' practitioners play to create and maintain goodwill and understanding between organizations and publics. Students will learn the foundation for news writing and reporting for all media, including online news platforms. The course emphasizes the importance of news values and the development of a clear, concise and readable style of news writing. Students will also build a critical awareness and understanding of the rhetoric of advertising, and develop an understanding of the advertising agency, advertising media, and the role of advertising in society.