Students learn the basics of public opinion, ethics, persuasion, and how to create high impact messages. Students use creative thinking to create understanding - through news media, social media, and traditional media.
This course is an introduction to the business of advertising and marketing, including branding, promotion, and creative writing. Students will concentrate on producing traditional, "interruption-based" advertising, learning the difference between interruptions (where it's been) and destinations (where it's going). The course also provides an introduction to industry regulation and guidelines.
Students will learn the basic tools of journalism, lively interviewing and concise writing. They will be exposed to how professional journalists think through the study and dissection of news and other journalistic articles. Students will use their developing reporting skills to write and edit their own journalism.
In this course, students will learn how to present on-camera, how to use a digital single-lens reflex camera (DSLR), and basic photography techniques. Students will get hands-on training using additional video and audio recording equipment. Emphasis will be placed on organization and teamwork, along with the creative and technical aspects inherent to video and audio production.
Students will apply the conventions of grammar, spelling and punctuation, learn to read purposefully, write with clarity and economy, and apply documentation conventions. Students will develop their writing in different modes to inform, describe, persuade, and entertain.
This course will give students practical knowledge and skills, using digital media application programs, to layout, design and produce basic level communication media for print and web publishing. Students will create communication media using page layout software for print and web purposes, edit pixel-based images using image-editing software for print and web publication purposes, apply graphic design techniques to produce documents for print and web publishing, and manage project and digital files for print and web publishing projects.
Students will analyze how employability skills affect success in the field of communications and identify personal strengths and areas of growth. Topics will include professional behavior, effective listening and note taking, stress management and self care, time management, integrating feedback into work, and self evaluation.
Students learn the fundamentals of building a strategic approach to a communication problem - from research and analysis to choosing the right communication tactics for the job and measuring results. Then, they build on their knowledge of common Public Relations roles in exploring how practitioners apply that strategic approach to solve common organizational challenges of various kinds. The course is delivered through classroom discussion, readings, individual and group projects.
Students focus on compelling online destinations across paid, earned, shared, and owned (PESO) media for branded content, native and social in-stream advertising, and search. They will learn the process of "story mining" to uncover and implement a content strategy that resonates with consumers, and apply the key components of creating a compelling content-marketing video. This course also covers how to identify, reach, and attract the right consumers for content by using analytics tools to measure the impact of audience outreach.
Students will explore and develop stories for different forms of journalistic presentation and assess which works best for different kinds of information. They will study media and copyright law. Learning best practices for ethical decision-making is a key component of this course. Students will be exposed to unfamiliar environments, and write stories based on what they find out through research, observation and other reporting skills.
Students will be introduced to the video studio, equipment, and the roles of studio production personnel. Students will learn video editing and media production theory, and expand their experience using DSLR cameras and video editing software. Basic podcasting will be introduced, including creating and maintaining a digital download/Really Simple Syndication (RSS) podcast feed. Students will learn hosting and voiceover techniques to create a professional on-air product.
Students will develop their creative process through writing stories based on their original ideas. They will bring ideas from concept to completion through writing and developing multiple drafts. Students will apply the principles of narrative craft by writing, revising, analyzing, and giving feedback on the stories written by themselves, their peers, and professionals.
This course will give students working knowledge and skills in using digital media application programs to layout, design and produce intermediate level media for print and web publishing. Students will create documents using page layout software for multi-page or interactive print and web publishing purposes, edit pixel-based images using image-editing software for multi-page or interactive print and web publishing purposes, and apply graphic design techniques to produce documents that are legible and navigable in multiple media platforms.
Students will learn professional techniques that can be applied to their program studies and future careers in the communication industry. Topics to be covered include resolving conflict, working as a team, solving problems and applying critical thinking skills.
In this hands-on course, students will use DSLR cameras, microphones, lighting equipment, and apply professional editing and post-production techniques using video editing software and equipment. Particular emphasis will be placed on corporate video production and the role of the producer. Students will develop performance skills related to voicing commercials, public service announcements and promotions. They will also write radio proposals and plan radio contests and promotional events.
This course places an emphasis on brand marketing planning and strategy using a consumercentric approach. Students will discover the processes used in brand development and how it ties to marketing plans, the marketing mix, and competitive forces. Students will learn how to analyze, position and market a brand, and enhance the brand experience. Students will also create an integrated marketing communications plan for a client.
Students will learn the basics of producing compelling, accurate and technically sound local stories for online, mobile, radio and television. They will work on news judgement, interview skills, writing to visuals and sounds, editing, shooting, voicing, and on-camera presentation. They will also learn how to run a studio and control room, build graphics, and produce line-ups with news software. Additionally, students will use social media to tease and promote stories.
Communication Management is the practice of using strategic, creative problem-solving to achieve an organization's objectives. This course provides a more detailed and nuanced view of the practice of Public Relations (PR), and begins to put the principles, tools and approaches of strategic, ethical PR to work. Students examine the differing informational needs of stakeholders in business, government and non-profit organizations, and create strategic communications to engage them using a range of digital and traditional media.
This courses focuses on advertising and content in a campaign context. Students will develop and execute creative campaign ideas that can be integrated across traditional and new marketing environments, and will deepen their understanding of strategy, brand promotion, and client relations. Working with real clients with campaign-based objectives, students will have the opportunity to present and justify their work.
Students will learn advanced reporting tools and story idea development. They will study the workings of freedom of information legislation and file requests to develop publishable and original stories. They will study the character and professional habits of professional journalists. Students will write stories sourced from police and the law courts. Students will also develop photojournalism acumen, learning how to illustrate their stories with still images.
Students will expand their experience to include professional videography and field audio techniques, along with advanced post-production using video editing software. Using DSLR and High Definition cameras, this hands-on course covers audio and the use of microphones, lighting for video, and storytelling techniques. Students will continue to build on their audio production skills by recording and producing more complex sound projects. Particular emphasis will be placed on the role of a corporate video producer and how to freelance in the industry.
Students will hone their critical reading skills through analyzing, interpreting, and evaluating a variety of short and long texts. Students will practice research techniques and processes, apply research to written projects, and learn how to market their writing.
This course will give students intermediate working knowledge and skills using digital media application programs to create and edit graphic effects for video and web applications. Students will edit pixel-based images to create effects, graphics and illustrations for video and web applications, build simple websites using multiple web platforms, create interactive documents for web and e-publishing, repurpose print articles and photographs for web publishing applications, incorporate social media platforms into websites, and manage web content using content management systems.
Students will learn how digital technology is used to inform and shape digital marketing strategy. The course focuses on online data - what it is and how to find it, analyze it, and use it to make decisions. Students will explore current approaches to search engine optimization and search engine marketing, web traffic analysis, database marketing, and social media management, and the ways they are used to establish marketing goals and measure success.
This course trains students to tackle news, documentary and event photography and familiarizes them with the techniques used by working photojournalists and visual storytellers in the field. Students will learn through hands-on photography practice. They will photograph a wide range of editorial assignments. They will learn professional strategies for how to problem-solve when a photo subject asks: 'What do you want me to do?'
Students will work as a team in a fast-paced, deadline-driven production environment to produce weekly digital content for television, radio and a variety of online platforms. They will cover story topics from all angles and viewpoints and will act as producers, on-air hosts, videographers, control room operators and technicians. Students will also tease and promote stories on social media.
In this course, students take a more in-depth look at the most common organizational needs that Public Relations/Communication Management (PR/CM) strategies address beyond promotions, and will use the knowledge and skills that they have built to create solutions. Students put large-scale communication plans into action, using project management skills to manage deliverables and demonstrate professional client service. They build on media relations foundations to practice advanced interview techniques. Students also prepare to effectively apply for jobs in professional PR.
This course challenges students to use their critical thinking skills to tackle an array of higher complexity marketing communications tools for different audiences, platforms and clients. Students will enhance their knowledge of digital strategy, content marketing and the user experience, and prepare a portfolio that demonstrates the broad range of skills they have acquired. In this course, there’s a particular focus on innovation, technical execution, and the ability to problem solve independently.
Students will study and practice incorporating advanced narrative non-fiction writing techniques into their written work. They will learn the principles of writing solid opinion editorials and analysis. Students will develop digital presentation methods to reach social media audiences. Students will design and build portfolio websites aimed at prospective employers. Creating long-form photojournalism stories will help students hone their camera and visual storytelling skills.
In this hands-on course, students will write and produce a broadcast quality documentary series for a client. They will learn how to shoot in front of a green screen and use industry-specific software to create motion graphics. Students will edit audio and record sound in a Foley studio. They will learn how to work independently as a freelance video producer, videographer and editor.
Students will apply their research, writing, and critical thinking skills to a substantial written project. They will read for evaluation and critique while editing their own work and that of their peers. They will apply the publication process.
Students will plan, create and manage basic websites for communication initiatives using digital media application programs. They will develop innovative web content for specific communication initiatives. Using image-editing software, the students will produce and edit advanced pixel-based images in order to create effects, graphics and illustrations for web applications. Students will incorporate basic html code into websites, and generate interactive media portfolios of personal work for self-promotion.
Academic Requisites/Eligibility:
a) Successfully completed all first-year courses;
b) Maintained a GPA of 2.0 or better in the program;
c) Completed all coursework to date (no missing assignments);
d) Enrolled in one of the four specializations and maintained a grade of C or better in that specialization;
e) Demonstrated workplace readiness through consistently professional conduct throughout the program. These requirements apply right up to the start of the work placement. An arranged placement may be canceled should a student fail to fulfill the eligibility requirements.
Work Placement 1 is the first of two opportunities for a student to gain workplace experience in the communications industry. The three-week placement allows students to apply the skills they develop in the Creative Communications program, get professional feedback on their abilities in the workplace, determine specific areas of interest in the communications industry, and test their skills against the demands of the workplace.
Academic Requisites/Eligibility:
a) Successfully completed all semester three courses to date;
b) Completed Work Placement 1 satisfactorily, as defined by your placement advisor and host supervisor;
b) Maintained a GPA of 2.0 or better in the program;
c) Completed all coursework to date (no missing assignments);
d) Enrolled in one of the four specializations and maintained a grade of C or better in that specialization;
e) Demonstrated workplace readiness through consistently professional conduct throughout the program.
These requirements apply right up to the start of the work placement. An arranged placement may be canceled should a student fail to fulfill the eligibility requirements. Work Placement 2 is the second opportunity for students to gain workplace experience in the communications industry. The three-week placement allows students to apply the skills they develop in the Creative Communications program, get professional feedback on their abilities in the workplace, determine their specific areas of interest in the communications industry, and test their skills against the demands of the workplace.