SCHOOL OF MEDIA AND COMMUNICATION

B.Sc. MASS COMMUNICATION

PROGRAMME
- (CCMAS) -
Programme Regulations Manual
B.Sc. MASS COMMUNICATION
PROGRAMME
- (CCMAS)
Programme Regulations Manual

While every effort has been made, in the

compilation of this handbook, to be as accurate
as possible with regards to the content, it is still
possible that some modifications could occur as
time goes on.

Besides, in addition to these topics, others

might be added. All changes/alterations will be
announced subsequently. through routine
communication by the University

© July 2024
CONTENTS
About Pan-Atlantic University (PAU) ............................................................................................... 1
Opus Dei and the PAU ....................................................................................................................... 2
Basis of Education at PAU................................................................................................................. 2
Undergraduate programmes at PAU .................................................................................................. 4
Registration ........................................................................................................................................ 4
Fees .................................................................................................................................................... 4
The Chaplaincy .................................................................................................................................. 4
Medical Services ................................................................................................................................ 5
Student Organisations ........................................................................................................................ 5
Student Policy .................................................................................................................................... 6
The Students’ Code of Conduct and Discipline ................................................................................. 9
Category A: Academic offenses....................................................................................................... 10
Category B: Non-academic offenses................................................................................................ 12
The Student Disciplinary process .................................................................................................... 13
Student Accommodation .................................................................................................................. 14
Student Grievance Mechanism ........................................................................................................ 14
Alcohol Policy.................................................................................................................................. 15
Drug Testing Policy ......................................................................................................................... 16
Release of Image for Promotional Purposes .................................................................................... 17
The Mission of the B.Sc. in Mass Communication Programme .................................................... 18
The Philosophy of the Programme ................................................................................................... 18
Guiding Principles for the Programme............................................................................................ 19
Goals of the Programme .................................................................................................................... 19
General Regulations of the School of Media and Communication ............................................... 20
1.0 Degree .................................................................................................................................. 20
2.0 Admission and Matriculation Requirements ....................................................................... 20
3.0 The Semester Course System............................................................................................... 20
4.0 Examinations and Grading System ...................................................................................... 21
5.0 Retention and Progression ................................................................................................... 22
6.0 Period of Study and Requirements for the Award of a Degree ........................................... 22
B.Sc. MASS COMMUNICATION PROGRAMME STRUCTURE ............................................. 23
First Year Courses ............................................................................................................................ 23
Second Year Courses ....................................................................................................................... 24
Third Year Courses .......................................................................................................................... 26
Fourth Year Courses ........................................................................................................................ 28
COURSE CONTENT AND LEARNING OUTCOMES................................................................ 29
100 Level – First Semester............................................................................................................... 29
100 Level – Second Semester .......................................................................................................... 32
200 Level – First Semester............................................................................................................... 36
Print Major ....................................................................................................................................... 38
Broadcast and Film Major ................................................................................................................ 39
Public Relations and Advertising Major .......................................................................................... 40
200 Level – Second Semester .......................................................................................................... 41
Print Major ....................................................................................................................................... 43
Broadcast and Film Major ................................................................................................................ 44
Public Relations and Advertising Major .......................................................................................... 44
300 Level – First Semester............................................................................................................... 46
Print Major ....................................................................................................................................... 49
Broadcast and Film Major ................................................................................................................ 49
Public Relations and Advertising Major .......................................................................................... 50
300 Level – Second Semester .......................................................................................................... 51
Print Major ....................................................................................................................................... 54
Broadcast and Film Major ................................................................................................................ 55
Public Relations and Advertising Major .......................................................................................... 56
400 Level – First Semester............................................................................................................... 57
400 Level – Second Semester .......................................................................................................... 60
 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

About Pan-Atlantic University (PAU)

Formally established in 2002, the Pan-Atlantic University (PAU) is owned by the Pan-Atlantic University
Foundation (PAUF), a Nigerian not-for-profit foundation registered under the Companies and Allied
Matters Act of 1990. The seeds of the University were sown in 1992 with the establishment of the Lagos
Business School (LBS), which started offering executive education programmes in that year. The LBS thus
became the first school of the University.

The promoters of the University were inspired by the teachings of Saint Josemaría Escrivá, Founder of the
Roman Catholic organisation, Opus Dei, on the central role of work in the lives of individuals and
communities, work as service, and the importance of educating people in responsible freedom. In
accordance with these principles, the Pan-Atlantic University was established to be a centre of excellence
in teaching and research with the mission of preparing competent and upright professionals who can make
a positive contribution to the development of society.

Today, the University is made of the following units:

▪ The Lagos Business School (LBS)

▪ The School of Media and Communication (SMC)
▪ The School of Management and Social Sciences (SMSS) formerly known as the School of Business
Administration (SBA)
▪ The School of Science and Technology (SST)
▪ The Enterprise Development Centre (EDC), which is involved in capacity building for Small and
Medium sized Enterprises (SMEs).
▪ The Institute of Humanities (IOH), which serves the schools in providing the students with a strong
foundation in the humanities and general education.

In November 2014, Pan-Atlantic University welcomed its first set of undergraduate students, and this
heralded the start of another chapter in the history of the University.

Mission Statement

The Mission Statement of the University is: “to form competent and committed professionals and
encourage them to serve with personal initiative and social responsibility the community in which they
work, thereby helping to build a better society in Nigeria and Africa at large.”

Statement of Principles

1. The University is founded on Christian principles and ideals.

2. The teachings of Saint Josemaría Escrivá, Founder of Opus Dei, on the central role of work in the lives
of individuals and communities, work as service, the importance of educating people in responsible
freedom, the brotherhood of all human beings, the unity of life, and the significance of what is
apparently small, have been the main source of inspiration of the promoters of Pan-Atlantic University.
3. In order to faithfully adhere to the principles on which it is founded, the University counts on the
spiritual assistance of the Prelature of Opus Dei, which also provides pastoral care to all those members
of the University who freely desire to receive it.
4. The University is open to all people regardless of their nationality, race, sex, religion or ethnic group.
5. The University is non-residential. The University may, however, at its discretion provide
accommodation for some members of staff and students.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Opus Dei and the PAU

Opus Dei and Its Mission

Opus Dei's purpose is to contribute to the Church's evangelizing mission. In particular, it aims to spread
the Christian message that every single person is called to holiness. This teaching was at the heart of the
Second Vatican Council, which was enormously influential in shaping the Catholic Church's understanding
of what it means to be a follower of Christ in the modem world.

The Founder

Saint Josemaría Escrivá (1902-1975) founded Opus Dei in 1928. Even during his lifetime he had a
reputation for holiness, which continued to grow around the world after his death. He was declared blessed
in 1992 and a saint in 2002 by Pope John Paul II. The feast day of Saint Josemaría is June 26.

Membership

People of all kinds belong to Opus Dei: priests and lay people, men and women, young and old, married
and single, persons of every occupation and social level. Men and women have the same status in Opus
Dei. Most members are married and have families. Some members make a commitment to celibacy, and
so generally have more time and availability to dedicate to the various activities promoted by Opus Dei.

Opus Dei & the University

The founders of Pan-Atlantic University were inspired to begin this educational project by the teachings of
the founder of Opus Dei. Furthermore, the Prelature of Opus Dei provides the necessary spiritual and
pastoral means in order that the University may maintain and develop its Christian identity. The Prelature
of Opus Dei takes responsibility for guaranteeing that all teaching, publishing and research activities in
PAU are inspired by the Christian view of the person, the world and society, and manifest a coherent union
between faith, thought and life.

The Christian inspiration of the Pan-Atlantic University moves it to promote student participation in
activities of solidarity and teaches them to dedicate part of their time to those most in need. In this way,
they gain consciousness of their responsibility to serve society with their future work.

Basis of Education at PAU

Education at the Pan-Atlantic University is based on the Christian concept of the human person. Within
this conception, the human person is seen as an integral being made up of spiritual and material aspects.
The education at PAU takes into consideration that the human person is destined for supernatural
fulfilment, which is the ultimate end of the person. As a result, the University lays emphasis on providing
an all-round education that aims to form human persons in accordance with their nature and destination.

The educational formation at PAU is therefore holistic and focuses on the integral or unified person as a
being composed of body and soul. It is also personal and takes into account the uniqueness of each person.

This last aspect is necessarily expressed in details of personal attention. Thus, a personalised education is
central to learning at PAU, and emphasis is laid on educating each student as an individual. As such, priority
is given to mentoring, and students are encouraged to form habits of independent thinking, not rote learning.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

The non-material dimension of the person is given due consideration in this education. It is important to
understand this non-material or spiritual aspect correctly. In this regard, attention is paid to the intellectual,
psychological, socio-cultural, and supernatural aspects of formation.

Intellectual formation consists of a knowledge formation in depth and in lifelong learning. It facilitates the
development of skill-sets which will lead to workplace efficiency and effectiveness. It also equips the
person with critical thinking skills.

Psychological formation is training towards emotional intelligence, emotional balance, attitudinal

formation and freedom with responsibility.

Socio-cultural formation trains the person in humanistic values (including taste), ethical values (including
character), etiquette and good manners as well as responsibility and service to society.

Supernatural formation takes place above all in the context of personal and religious freedom. PAU is
rigorously respectful of the religious beliefs of all students.

The University never forces its religious principles or beliefs on anyone. Nevertheless, all persons are
encouraged to pursue their ultimate end, i.e. their supernatural destination.

Some other important aspects of the education at PAU are the following: unity of life, freedom,
appropriateness to the Nigerian environment.

Unity of life: we try to help our students develop unity of life such that their professional, family, social
and religious lives constitute a harmonious whole, which facilitates the health and wellbeing of the entire
person.

Freedom: this is the basis of the education given at PAU. Education is given in an atmosphere of mutual
respect, which takes into consideration the ability of the recipients to make informed decisions. The
University is not interested in a merely external conformity on the part of its students.

Rather, right conduct as well as the observance of regulations and laid down procedure must be based on
an understanding and acceptance of the underlying principles.

Thus, the freedom of each person is respected while at the same time the responsibility contingent to that
freedom is demanded. It is hoped that everyone will learn to appreciate this freedom as a great gift.

Appropriateness to the Nigerian environment: A constant effort is made to ensure that the education
offered at PAU remains relevant to the local context. In addition to being essential for the future
professional life of our students, this is necessary if the University is to live up to its mission of helping to
build a better society in Nigeria. Accordingly, members of faculty make a constant effort to produce locally
sourced cases and to carry out consultancy work, and all this experience enriches the classroom teaching.

Every student at Pan-Atlantic University is assigned a mentor. The mentor is usually a member of faculty
or staff of the University who will provide you with guidance in making the right choices for your
professional and personal growth.

Students are advised to make the best of this unique feature of the education we offer at PAU.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Undergraduate programmes at PAU

The Pan-Atlantic University presently offers the following undergraduate academic programmes:

School of Media and Communication (SMC)

B.Sc. Mass Communication 4 Years
B.Sc. Information and Media Studies 4 Years
B.Sc. Film and Multimedia Studies 4 Years
B.Sc. Strategic Communication 4 Years

School of Management and Social Sciences (SMSS)

B.Sc. Accounting 4 Years
B.Sc. Business Administration 4 Years
B.Sc. Economics 4 Years
B.Sc. Finance 4 Years

School of Science and Technology (SST)

B.Sc. Computer Science 4 Years
B.Sc. Data Science 4 Years
B.Eng. Mechanical Engineering 5 Years
B.Eng. Electrical/Electronics Engineering 5 Years
B.Eng. Mechatronics 5 Years
B.Eng. Software Engineering 5 Years

Registration

Registration for courses by students will be done via the Student Information Management System (SIMS).
The site is available at https://sims.pau.edu.ng All course registration must be completed exactly 3 weeks
from the resumption of the semester. Returning students who have to repeat any previous-year courses will
need to meet with academic advisors in their respective schools to agree on the courses they can take within
the limits of the credit units allowed for the semester.

Fees

Fees for the session are due on the first day of the academic year. The University has allowed for tuition
fees to be paid in two equal instalments. These payments are due on the first day of each of the semesters
in the session. In special cases, a student may be allowed to agree a payment plan with the Bursar. Students
who do not pay their fees shall be kept out of class and will not be allowed to take examinations.

The Chaplaincy

The spiritual and pastoral attention in the PAU is entrusted to the Catholic Prelature of Opus Dei, and the
University Chaplaincy is looked after by priests of the Prelature. The PAU Chaplaincy organizes various
activities and offers its service to every member of the University community that desires it.

The campus possesses a Catholic chapel, which is open to anyone who chooses to use it for the purpose of
private prayer and reflection. Mass is celebrated in the chapel daily, and other acts of piety are also
organized there.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

The priests of the Chaplaincy are available for those who might wish to speak with them or to seek advice
and orientation in their personal and spiritual lives. Anyone who chooses to do so can fix appointments
with them for that purpose.

Medical Services

The University's sick bay takes care of medical emergencies and minor ailments. The sick bay is
temporarily located on the ground floor of the Academic Complex; it is always open. A medical doctor is
available for consultation.

Serious medical cases are referred to a secondary healthcare facility. Students are required to sign up for
health insurance. This is provided through Health Management Organisations (HMOs). The group health
insurance is compulsory for all students.

Self-Medication

It is an unacceptable practice for anyone to take prescription drugs without prescription from medical
personnel. Self-medication can lead to misuse and abuse of drugs when the drugs are either taken without
medical diagnosis or taken above the prescribed limits.

Also, the use of over-the-counter drugs should be done with the guidance of medical personnel to avoid
overdosing and possible drug abuse.

Please note that if any student fails a drug test; the use of medications without a prescription cannot be
accepted as an excuse. Make use of the clinic at all times. Avoid self-medication.

Student organisations consist of clubs set up and run by students to promote activities that form students
intellectually, culturally and professionally. Clubs could be academically oriented, sports oriented, service
oriented etc.

Student Organisations

The following are requirements for starting a student organisation:

Application:

- A letter of application to the Director of Student Affairs that includes a concise description of the
organisation, its mission and vision.
- Membership: Proof of at least 10 members. This list must indicate the name, matriculation number,
course of study, level and contact telephone number of each member.
- A summary of the objectives and planned activities of the organisation for the current academic
session.
- A letter from a member of faculty or staff indicating their willingness to be the organisation's
moderator and mentor.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Student Policy

The following are very important policies which students must read and understand.

Dress Code

The Pan-Atlantic University is well known for giving great importance to standards of professionalism and
ethics. One important aspect of professionalism is care for one's appearance and dress. This Dress Code is
designed to promote a general appearance of decency, simplicity, appropriateness and modesty which will
also be consistent with the Christian identity of the University.

Policy

- Students are expected to be modestly dressed always. The guiding principles for a good dress sense in
the hostels, on campus and everywhere else should be due care for one's professional image and respect
for others who may be negatively affected by immodest dressing.
- For professional gatherings, where it is specified, and official university events such as graduation and
convocation ceremonies, students are meant to appear in business or business casual attire.
- For lectures, students can wear smart casuals.
- For sports and other recreational activities, appropriate items of clothing should be worn with modesty
in mind.
- Students dressed inappropriately will not be allowed to enter the University.
- Consistent violations will be subject to disciplinary action.

Guidelines for women:

- No plunging necklines.
- Hemline on skirts and dresses must be knee length.
- Any front slit should not be above the knee and the back slit should not go more than 2 inches above
the knee.
- Panty hose or tights do not suffice as appropriate cover when the skirt or dress is above the knee.
- All shirts and top gear must have sleeves (No Sleeveless).
- The Fit of clothes should be loose.
- Shirts, blouses and top gear should be of loose fit and worn appropriately.
- Loose skirts/trousers must be worn with shirts, blouses or top gear that cover the waist area at all times.
- Fitted skirts must be worn with shirts, blouse or top gear that cover the hip area at all times
- When wearing skinny or slim trousers/jeans, loose shirts, blouses or top gear must be worn and must
cover the thigh area.
- When wearing leggings, loose shirts, blouses or top gear must be worn and must be knee length.
- Sportswear (including track suits) should be loose and of non-clinging materials and may be used only
for sports within specified areas such as sports grounds or the sports complex.
- Fabric of clothing must not be sheer or flimsy.
- Design must not include foul language and/or graphics.
- No torn or faded Jeans.
- Slippers are not allowed. However, leather/fancy slippers or slipper-like sandals are allowed in the
academic complex, Monday to Saturday after 6pm and all day on Sundays.
- Shorts are not allowed. The following is the only exception: loose Bermuda shorts are allowed in the
academic complex, Monday to Saturday after 6pm and all day on Sundays.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Guidelines for men:

- No plunging neckline.
- Shirts/top gear must cover the torso at all times.
- Shirts must have sleeves (No Sleeveless).
- Fabric should not be sheer or flimsy.
- Design must not include foul language and/or graphics.
- Fit should be loose. This implies that all clothing has to be loose. Therefore, no skinny jeans or trousers
are allowed. No tight-fitting shirts or tops should be worn.
- Sportswear (including track suits) should be loose and of non-clinging materials and may be used only
for sports within specified areas such as sports grounds or the sports complex.
- No torn or faded Jeans.
- Shorts are not allowed. The following is the only exception: loose Bermuda shorts are allowed in the
academic complex, Monday to Saturday after 6pm and all day on Sundays.
- No flip-flops or bathroom slippers are allowed. However, leather/fancy slippers or slipper-like sandals
are allowed in the academic complex, Monday to Saturday after 6pm and all day on Sundays.
- No sagging.

The following while not exhaustive define appropriate items of clothing for students.

Female:

- Business attire
- Formal shirts/Tops (long sleeved or with three-quarter sleeves)
- Formal shirts/Tops (short sleeved) worn with a blazer or cardigan
- Skirts
- Full- length slacks, dress trousers or flannel trousers
- Dresses with sleeves
- Traditional attire (two-piece or three-piece worn with a headpiece)
- Closed or peep-toe shoes
- Oxfords, dress heels and slingbacks
- Business Casual attire
- Short or long-sleeved tops with or without collars
- Formal shirts (blazers optional)
- Skirts
- Dresses with sleeves
- Slacks or trousers
- Traditional attire
- Closed or peep-toe shoes
- Oxfords or dress heels
- Smart Casual attire
- Shirts or tops with sleeves
- Jackets, hoodies, windcheaters
- Clothing made of denim or khaki
- Jeans; Khaki or Chino trousers
- Cropped trousers
- A-line or slightly flared or paneled skirts and dresses
- Traditional attire
- Strapped sandals, closed flats
- Sneakers, athletic shoes, plastic or canvas-topped shoes/plimsolls

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Male:

- Business attire
- Long-sleeved shirts and tie with a matching suit jacket
- Full-length slacks or trousers; dress trousers
- Traditional attire (two-piece or three-piece worn with a cap)
- Dress shoes, oxfords, loafers with trouser socks
- Business Casual attire
- Short or long-sleeved collared shirts worn with a blazer, jacket or sweater/vest/cardigan
(a tie is optional)
- Traditional attire
- Full-length slacks or trousers
- Dress shoes, oxfords, loafers, closed walking shoes with socks
- Smart Casual attire
- Shirts or tops with sleeves
- Jackets, hoodies, windcheaters
- Jeans, Khaki or Chino trousers
- Traditional attire
- Sneakers, athletic shoes, canvas-topped shoes/plimsolls, sandals

Scope

This policy applies within all of the University's land including all areas reserved for external developers.
This means that once you step out of your hostel room the dress code applies.

For avoidance of doubt the dress code applies in all the areas in and around the Student Centre, the Sports
arena, the Campus proper, all the roads and open spaces within University land. This policy applies to all
students of the Pan-Atlantic University (PAU).

This policy will serve as a guide to faculty and designated PAU staff (e.g. security) for enforcement.

Identification Cards

Students at Pan-Atlantic University are required to wear their ID cards at all times within the campus. It
can be regarded as part of the dress code. They will be required to present their ID cards when it is requested
by constituted authority. Failure to show the student ID card on request is a disciplinary offence.

Please note that no student will be given access to campus facilities without their ID cards. The security
personnel will enforce this policy and we expect all students to cooperate and treat them with respect.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

The Students’ Code of Conduct and Discipline

The students’ code of conduct and discipline is anchored on the “Christian principles and ideals” of the
University and also on the importance it attaches to the education of people in “responsible freedom.”

These principles guide the University in its dealings at all levels and it is expected that students will support
and comply with these principles and ideals.

The disciplinary procedure ensures the university community is conducive for study and life. We encourage
students to achieve and maintain very high standards of human conduct which the University expects of all
in the community.

The provisions on non-academic offences apply within the University campus.

Except when a provision explicitly provides otherwise, they also apply outside the campus in the following
cases;

- All of them apply always in the portion of university land that lies outside the campus proper and is
reserved for external developers.

- Whenever the behavior contemplated in a provision of the code constitutes a criminal offence under
Nigerian law, the code applies whenever and wherever that offence is committed.

- Whenever the behavior contemplated in a provision of the code does not constitute a criminal offence
under Nigerian Law, the provisions of the code apply also outside University-owned land whenever
six or more PAU students are together as a group.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Category A: Academic offenses

The following is a schedule of academic offences and their associated sanctions.

# OFFENCE SANCTIONS
1 Possession of unauthorized Cancellation of the candidate’s examination
material brought to the results in the course concerned. Candidate
examination venue by the repeats the course. A written warning is given.
candidate himself/herself or by
other persons.

2 Copying from unauthorized Cancellation of candidate’s examination results

material carried by the in the course concerned. Suspension from the
candidate himself/herself or by University for one academic year and
other person(s) to the requirement to repeat the course on
examination venue. readmission.

3 Circulating unauthorized Cancellation of candidate’s examination results

written material to other in the course concerned. Expulsion from the
candidates during the University of the parties involved.
examination

4 Communicating orally with Cancellation of candidate’s examination results

other candidates during the of the course to which the offence was
examination committed. If a re-sit examination is allowed, it
will be graded as such

5 Copying from other candidates’ Cancellation of the examination result in the

work in the examination and all course for the candidate (s) involved. If a re-sit
other cases of plagiarism is allowed, it will be graded as such.
(Presenting another person’s
work as one’s own) (excepting
cases in nos. 6, 7 and 8 below)

6 Marginal Plagiarism: Less than Cancellation of the specific Paper

two paragraphs, or data of
similar importance

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

# OFFENCE SANCTIONS
7 Significant plagiarism: More than Suspension for two weeks.
two paragraphs, but less than 20%
of the total work

8 Substantial Plagiarism (more Candidate fails and repeats the course.

than 20% of the total work)
in an assignment or classwork
9 Substantial Plagiarism (more Suspension for one year
than 20% of the total work in a
research report, a project or a test

10 Substantial Plagiarism (more Expulsion

than 20% of the total work)
in Masters dissertation or Doctoral
thesis.
11 Continue writing after time allowed Written warning is issued
has elapsed
12 Wilful disruption of Cancellation of candidate’s examination results
University examinations in the course concerned. Expulsion
from the University for those involved.

13 Impersonating another Expulsion from the University of the

candidate candidates/students involved in the conspiracy.

14 Presenting oneself for an Cancellation of candidate’s examination results.

examination in a course for A written warning
which one has not duly registered.

15 Commission of examination In case of non-major offences, cancellation of

offences more than once. candidate’s examination results.

In case of major offences, expulsion from the

University for those
involved.

All offences except nos.6, 11 & 14 are major.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Category B: Non-academic offenses

Type 1: Offenses which attract expulsion

- Membership or patronage of a secret cult

- The possession, use or trafficking of drugs prohibited by the laws of Nigeria
- (The consumption of marijuana for the first time attracts one year suspension. However, the penalty for
consumption
- and sale of marijuana and any other illicit drugs is expulsion.)
- The possession of firearms or other deadly weapons within the university premises

Type 2: Offenses which attract suspension or expulsion (depending on the gravity of the offence)

- Involvement in a physical fight

- Physical or verbal assault against any member of the university community
- Vandalism of university property
- Theft of personal or university property
- Disruption of lectures
- Possession of pornographic material of any sort
- Sexual misconduct, lewd behavior, sexual harassment or breach of Christian standards of decent
behaviour.
- Libellous utterances or publications
- Bribery and influence peddling

Type 3: Offenses which attract warning or suspension (depending on the gravity of the offence)

- Threats to any member of the university community

- Disrespect towards any member of university management, faculty or staff
- Violations of the alcohol policy
- Gambling
- Providing false information in any form to the University.
- Wilful disregard or refusal to comply with disciplinary and other rules or procedures, or other directives,
verbal or written, from the University
- Violation of disciplinary or administrative sanctions and restrictions
- Unauthorised use of the name of the university or of management, faculty and staff
- Misbehaviour in class, library or other areas of the university premises
- Violations of the dress code
- Other misdemeanours or conduct unbecoming of a member of the PAU community

Sanctions for disciplinary cases

The disciplinary sanctions are tools required for the formation of students. They are there also to preserve
order in the university community.

In determining appropriate sanctions, consideration may be given to the nature of and circumstances
surrounding the violation, the student's acceptance of responsibility, prior disciplinary violations, the
impact of a sanction on the student, precedent cases, university interests and any other information deemed
relevant by the Student Disciplinary Committee, the Faculty Board, or the University Management Council

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B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

as the case may be. Where damage to university property has occurred, payment for the damaged property
will be imposed in addition to appropriate sanctions.

The Student Disciplinary process

The disciplinary process will usually be anchored around four major steps:

1. Incident reporting and investigation

2. Hearing and resolution
3. Implementation
4. Appeal

Incident Reporting and investigation

Once a report of a disciplinary offence is made by faculty, staff or students to school disciplinary officers
or the Student Affairs Department, a record has to be made and a preliminary investigation carried out
immediately. This preliminary investigation is to determine if there has been an infraction and the
appropriate next steps to take. Where misconduct has been determined, the accused student is asked to give
an answer in their defence. Further enquiries can be made to determine that truly there is ground for a
disciplinary hearing.

Hearing and Resolution

Offences which require a disciplinary hearing are referred to the appropriate Disciplinary Committee. The
Student Affairs office will serve as secretariat to the Disciplinary Committee. The Disciplinary Committee
determines the case and gives a verdict. It approves the appropriate sanction to be meted out if the student
has been found guilty as charged.

Implementation

The decisions in a disciplinary hearing are communicated in writing to the student, his parents or guardian
and university stakeholders such as the Dean of the student's school. Documentation of the entire process
shall be kept in the disciplinary case files and copied to the student's file.

While major infractions could go through the entire process, with smaller infractions there may be no need
for a hearing. Disciplinary officers in the schools are empowered to administer appropriate disciplinary
action on a student guilty of such an offence. The Student Affairs Department should be notified of any
such action. All grave breaches of discipline will go to a proper hearing of the Disciplinary Committee.

Appeal

Any student on whom a penalty has been imposed has a right to appeal.
The following are the bodies to which appeals can be made:

- To the Dean from penalties imposed by a Head of Department

- To the Senate from penalties imposed by a Faculty Board
- To the University Management Council from penalties imposed by a School Management Board or
the Management Board of a University Institute or a University Centre
- To the Governing Council from penalties imposed by the University Management Council, Senate, a
College Management Council or a College Academic Board.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Students who wish to appeal against penalties imposed on them must do so within two weeks of the date
the penalty was communicated to them. Once a student files an appeal the application of the penalty is
suspended until the appeal has been decided.

Generally, there is right to only one appeal. However, when the penalty imposed is expulsion from the
University, or withdrawal of a degree, there is always a right of final appeal to the Governing Council.
Please note that an appeal can only be made to the appropriate higher body if the appellant is contesting
the outcome of a disciplinary panel. Appeals for compassion can only be addressed to the body that imposed
the penalty, not to a higher body.

Disciplinary Authority

If, after carrying out a preliminary investigation, it is believed that a student or group of students may have
committed an offence, the matter will be treated in the following manner:

Where several students who belong to different Schools have committed the same or similar offences, the
matter will be referred to the Vice-Chancellor, who will charge the students as appropriate and appoint a
Disciplinary Committee to determine the guilt or innocence of the students and decide on appropriate
sanctions. If the Disciplinary Committee decides that the appropriate penalty is to expel a student, the
matter will be referred to Senate for final decision.

In other cases the sanction decided by the Disciplinary Committee will take effect. Still, students have a
right to appeal to the Senate if they so wish against the decisions of the Disciplinary Committee.

Where there is only a student involved or all the students involved belong to the same School, it is the Dean
who will charge the students and appoint a Disciplinary Committee. If the Disciplinary Committee decides
that the appropriate penalty is the expulsion of one or more students, the matter will be referred to Senate
for final decision. In other cases the recommendation of the Disciplinary Committee shall be presented to
the Faculty Board for decision. Students have a right to appeal to Senate against the decisions of the Faculty
Board if they so wish.

In accordance with the provisions of the PAU Constitution, the Vice-Chancellor may exclude any student
from the University or any part thereof until the next meeting of Senate or the relevant School Board.

Student Accommodation

It is not compulsory for students of Pan-Atlantic University to live in University hostels or in hostels
officially approved by the University. Students are free to live with their families or make their own living
arrangements.

However, whenever three or more students of the University live together in the same place the rules
regulating hostels of the University shall apply. Hostels of the university are exclusively occupied by either
male or female students and no mixed accommodation is allowed.

Student Grievance Mechanism

Any student of Pan-Atlantic University who feels aggrieved can seek redress through the student grievance
mechanism. Issues for grievance resolution would be alleged violations by any member of the university
community, any rules or policies of the student's school or of the university in general which directly affects
the student. The student grievance mechanism is aimed at providing a fair hearing to any aggrieved student.
The opinions or concerns of students are never taken for granted in the University. Students should lodge
their grievances with the Director of Student Affairs. Usually, the first step is to resolve the matter in an

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B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

informal setting where the parties deliberate and try to resolve the issue. Where this fails the matter will be
referred to appropriate officers. Where the matter involves an infraction of University policy the
appropriate disciplinary process will be invoked.

Alcohol Policy

Pan-Atlantic University abides by and expects members of its community to abide by the laws governing
the sale, purchase and consumption of alcoholic beverages in Nigeria. To this end the use of alcoholic
beverages all over the University will be in accordance to guidelines set by the University.

Rationale

The legal drinking age in Nigeria is 18 years and Pan-Atlantic University as a good corporate citizen
upholds this law. It has adopted this law and will implement it for the health and well-being of the university
community. This is done to protect the members of the community who are below the drinking age and
also those who through abuse may constitute a danger to themselves and other members of the community.

The University does not ban the responsible use of alcoholic beverages by members of the university
community above the legal drinking age. However, the fact that there will always be members of the
community who are below the legal drinking age places certain restrictions on all in the community.

Policy

- Alcoholic beverages may be served to and consumed by students of legal drinking age at events where
their use has been approved by the University.
- Alcoholic beverages may be purchased, served to and consumed by students of legal drinking age at
places approved by the University.
- No alcohol should be kept in students’ rooms.
- Outside of these circumstances the purchase and consumption of alcohol is prohibited.
- Inappropriate behaviour of any kind directed towards or resulting from the use of alcohol is
unacceptable.

Guidelines

- Violations of the alcohol policy could, depending on the gravity, lead to suspension. The following
though not exhaustive give an indication of things to avoid.
- Under no circumstance should a student under 18 years consume alcohol within university-owned
land.
- Public intoxication
- Driving while intoxicated
- Causing a disturbance due to alcohol intoxication
- Possession of alcohol in public spaces
- Binge drinking

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Drug Testing Policy

Overview

Pan-Atlantic University abides by and expects members of its community to abide by the laws of the State
prohibiting the possession use or trafficking of illegal drugs. To ensure that this is the case the University
will employ drug testing as an aid to providing a drug-free environment for life and learning.

Rationale

The problem of drug use is one which has infiltrated our higher institutions in Nigeria and this menace only
leads to poor academic performance and engenders a culture of violence which makes serious academic
work impossible in any institution. Students who get involved with drugs endanger themselves and all the
members of the university community.

To ensure that such a thing never occurs in Pan-Atlantic University we will test students for illicit drug use.
These tests are meant to deter students from drug abuse.

Policy

- Pan-Atlantic University is taking a zero-tolerance stance on the issue of drug abuse.

- The University will conduct drug tests for its students in a bid to create a drug-free environment.
- All students of Pan-Atlantic University are subject to this drug testing regime.
- The students to be tested will be determined by the University by random selection; after an incident
or where suspicion of drug use exists.
- Failure, by a student, to show up for a drug test will be seen by the University as a failed drug test.
- If a student is found to have tampered with test samples, it is considered that the student has failed the
drug test.
- A failed drug test will lead to expulsion from the University except in the case of extenuating
circumstances.
- If a student is caught in possession of prohibited drugs no test will be required to impose sanctions.
- Drug testing will be done in line with laid down procedure.
- The University will, in carrying out this policy, keep information confidential. Access to the
information will be a need to know basis.
- Information on drug test results will be kept separate from the student's academic records

All students are required to fill and submit the drug testing consent form found in the appendix. Students
who are not yet 18 years of age will require a parent to countersign the form. Forms must be submitted to
complete registration.

Guidelines
See drug testing procedure document

Scope

This policy applies to all students of the Pan-Atlantic University (PAU)

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B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Release of Image for Promotional Purposes

Pan-Atlantic University and associated organisations capture images of students on the school premises
and during activities of Pan-Atlantic University. The resulting images are published and used for academic
or promotional purposes in the communication and knowledge channels of Pan-Atlantic University and
through any other medium that the institution may use or authorise for the diffusion of said content,
unlimited by time or geography. Pan-Atlantic University may also put captions on the images in any
language.

Students have a right to opt out of inclusion in images being used for academic or promotional purposes in
the communication and knowledge channels of Pan-Atlantic University and through any other medium that
the institution may use or authorise.

If you choose not to opt out, your image may be used by Pan-Atlantic University as indicated above.

Please fill out and submit the image release opt out form in the appendix during the registration process.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

The Mission of the B.Sc. in Mass Communication Programme

The undergraduate programme in Mass Communication is aimed at developing creative, competent,

responsible, and ethically-minded communication professionals, who will be conscious of their unique
cultural role and strive to contribute to societal progress by transmitting the most positive and enduring
values through their work. The programme, therefore, will uphold and impart to the students the
intellectual, ethical and professional values that promote creativity, responsibility, respect for common
good, and best practice. The overall intention is to nurture individuals who are creative, professionally
competent, enterprising, and zealous for the common good with the ability to make free and morally upright
decisions, and who can thus impart positive values in service to society.

The programme will provide intensive practical and theoretical courses that encompass all aspects of
human communication such as public relations management, advertising, visual communication design,
filmmaking, print media, electronic media etc. It will emphasize particularly the need for high ethical
standards in the exercise of professional work, training, teaching, and obligations. Hence, the curriculum
will be suffused with courses that deal with human values, analytical and critical thinking and the
appropriate use of communication media.

The Philosophy of the Programme

Mass communication is an excitingly dynamic field and expensive that channels multiple interests and
talents into one discipline, which can be applied to virtually every aspect of personal and professional life.
This programme offers students a wide selection of opportunities to pursue a career in traditional
communication fields such as journalism, public relations, advertising, broadcasting and film; or use their
skills in healthcare, financial services, information technology, government agencies, private sector and
non-profits. In this programme, students will examine how communication and media work; and how they
affect our society. They will learn more about the history, theories and criticisms surrounding
communication and mass media - from how mass media is used to drive an economy to the ways
communication industries are used to disseminate news and entertainment; how to choose and use the most
effective communication tools and strategies to promote messages, products and programmes; understand
the world communication order and mass media; be prepared to tackle the most complex global and
business challenges using communication and media; and examine the psychology and behavioural aspects
of communication and media messages.

There are three sequences:

1. Journalism;
2. Public Relations and Advertising (PRAD); and
3. Broadcast and film.
These three sequences define the scope and depth of knowledge, skills and competences in the programme.

The philosophy of this programme, therefore, is anchored on the theory and practice of how journalism,
public relations, advertising, broadcasting and film create value, distribute value and earn value in the era
of media convergence. By fostering the spirit of enterprise, the programme aims to prepare persons who
can discern opportunities in the environment, actualise new possibilities in the economic and social
spheres, and effectively manage the new media enterprises. The programme will also strive to equip the
students with technical competence by providing them with hands-on practical experience and a constant
exposure to the latest developments in the field.

The programme will lay emphasis on producing persons who are well-read and knowledgeable, but they
will also be led to read with a critical spirit, showing discernment and good judgement. Similar emphasis
will be given to the impartation of professional ethics in which the ethical dimension of the human person
and the necessity of social responsibility will be treated.

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B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Guiding Principles for the Programme

The following basic points are the guiding principles for the programme:

▪ The undergraduate degree programme in Mass Communication will be offered to secondary school
leavers, thus preparing them to play an active role in nation building.
▪ The programme will impart an education that is relevant to the needs of the nation and of international
standard. The relevance of the programme's content will be ensured by fostering a strong relationship
with the industry.
▪ The programme will give particular emphasis to teaching and research. The academic staff will be
encouraged to engage in research and attend conferences of relevance across the world. This is
expected to ensure a continuous improvement in their teaching and maintain its relevance to the needs
of the nation.
▪ The programme will be concerned with the integral formation of the individual and will lay special
emphasis on the development of values and ideals. Professional ethics will permeate all teaching
activities of the programme.
Goals of the Programme

The primary goals of the undergraduate programme in Mass Communication are to:

▪ Equip students with the skills and competences to exploit the resources at the intersection of the theory
and practice of human communication;

▪ Produce industry-ready graduates with requisite skills and competences in all aspects of mass
communication;

▪ Produce graduates targeted at the rarefied manpower needs of the public relations and advertising
industry, broadcast and film industry, as well as the print industry;

▪ Produce graduates who are imbued with the spirit of entrepreneurship, innovation and creativity in
human communication;

▪ Impart the education in human communication that competently equips the student to deploy and
exploit current technologies and or the convergence of media technologies in the design, production
and distribution of information, education and entertainment contents;

▪ Raise and sustain professional integrity in the communication industry;

▪ Foster and sustain a strong relationship with the advertising, broadcasting, film and print industries;

▪ Impart the education in mass communication that is in tune both with international best practices and
the needs of the nation; and

▪ Produce graduates that will apply a creative and critical approach to the exercise of the communication
professions.

▪ Produce professionals that will exercise a high level of professional ethics in the exercise of this
profession.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

General Regulations of the School of Media and Communication

Preamble

The regulations that govern the courses leading to the four-year degree of a Bachelor of Science in Mass
Communication are as stated below. These provisions may be amended from time to time by the University
Senate.

1.0 Degree

The School shall provide a programme of study that will lead to the degree of a Bachelor of Science in
Mass Communication.

2.0 Admission and Matriculation Requirements

Candidates for the undergraduate programme shall be accepted at the 100 level, for a four-year programme,
and in 200 level as direct entry applicants, for a three-year course.

Admission into the programme, at the 100 level, will ordinarily be based on the candidate’s performance
at both the Unified Tertiary Matriculation Examination (UTME) and the entrance examination of the
University. In addition, the candidate should possess passes at Credit level in the Senior Secondary
Certificate (SSC), or its equivalent, in five relevant subjects, including English Language and Mathematics,
in not more than two passes.

To gain admission into the 200 level, the candidate, in addition to passing the evaluative test of the Pan-
Atlantic University, will need to possess either Two ‘A’ level passes in Arts or Social Science subjects or
a tertiary level certificate such as NCE, OND or HND. The direct entry level candidate must also possess
five credit level passes in five relevant subjects at Senior Secondary Certificate Examination (SSCE), which
must include Mathematics and English Language.

3.0 The Semester Course System

3.1 The undergraduate programme in Mass Communication will be run on the Semester Course basis,
and there will be two semesters in the academic year.

3.2 Instruction in the programme shall be by courses, and it will be mandatory for students to take an
approved combination of courses in any semester.

3.3 An evaluation of the courses will be carried out in terms of course units. For this purpose, one
course unit is defined as one lecture/seminar/tutorial hour or three hours of practical class per week,
for the duration of a semester. Ordinarily, students shall be expected to register for a prescribed
number of units in each academic year. This number will be determined by Senate based on the
recommendation of the School Board.

3.4 There shall be four levels of courses in line with the years of study. The levels shall be numbered
respectively as 101-199, 201-299, 301-399 and 401-499. Each of these numbers shall be prefixed
by a two or three letter subject code.

3.5 Students will be required to complete their registration for the courses within the period stipulated
by the School. Amendment of this registration will be allowed through the addition or deletion of
courses, but it must take place within six weeks of the commencement of lectures.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

3.6 Direct entry and transfer students that enter into the second year of the programme will have to take
some compulsory courses from the first year prior to their graduation from the University.
However, if the Faculty Board assesses that a student has done any of the courses elsewhere, such
a student will be exempted from taking the course.

The courses concerned are listed below.

▪ CMS 101: Introduction to Human Communication
▪ CMS 102: Writing for the Media
▪ PAU-MCM 110: Introduction to Critical and Creative Thinking.
▪ PAU-MCM 108: Media Literacy

4.0 Examinations and Grading System

4.1 At the end of each semester, students will be examined on all the courses they have registered for
and been taught during that period. They shall subsequently be credited with the number of course
units assigned to the courses that they pass.

The assessment of students will be based on a combination of continuous assessment (tests,

assignments, etc.), class participation and examinations. To be eligible to sit for any examinations,
students will be expected to attend a minimum of 80% of the lectures of any course registered for.

All courses registered for will be taken into consideration during the computation of results.
Students will not be credited for courses that they did not register for even if they are inadvertently
allowed to take the examinations and pass them.

Failure to take the examination in a course for which one has registered will attract a score of 0.0,
which will have the consequent effect of lowering the student’s Grade Point Average.

4.2 Special examinations to enable a student graduate may in exceptional circumstances be held by
order of Senate.

4.3 Grades will be awarded based on the scores of the students as follows:

Per cent score Grade point Letter Grade

70 – 100 5.0 A

60 – 69 4.0 B

50 – 59 3.0 C

45 – 49 2.0 D

40 – 44 1.0 E

0 – 39 0.0 F

For the purpose of description, a score below 1.0 Grade Point (from letter grade E) constitutes a failure.

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B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

The following qualifications shall be applied to the grades:

A Excellent
B Good
C Fair
D Pass
E Poor
F Failed

To obtain the Cumulative Grade Point Average (CGPA) of the student, the grade point assigned to the
mark obtained in each course is multiplied by the units of that course. The total from all the courses is
added up to give the total weighted grade point. This total is then divided by the total number of units taken
by the student to give the grade point average.

5.0 Retention and Progression

To remain in the School, students will be required to ensure that their CGPA does not fall below 1.5. If a
student's CGPA falls below 1.5, the student will be placed on probation. If the student fails to improve and,
after one semester of probation, his/her CGPA remains below 1.5, that student will be asked to withdraw.
A student on probation will not be permitted to register for more than 18 units.

6.0 Period of Study and Requirements for the Award of a Degree

The normal period of study for an honours degree shall be eight semesters for 100 level entrants and six
semesters for direct level entrants. The minimum number of course units for the award of a degree shall be
127 and 106 for 100 level entrants and direct level entrants respectively.

The determination of the class of degree shall be based on the weighted grade points of all the courses
taken including the courses that are repeated. The award of the degree with honours shall be dependent on
the student having obtained a Cumulative Grade Point Average of at least 2.0 in addition to fulfilling other
minimum requirements for an honours degree.

The following classes of degree are approved for the CGPA indicated:

Class of Degree Cumulative GPA

First Class 4.5 - 5.0
Second Class (Upper Division) 3.5 – 4.49
Second Class (Lower Division 2.4 – 3.49
Third Class 1.5 – 2.39
Pass 1.00 – 1.49

The maximum number of semesters for the award of an honours degree shall be ten semesters. A student
who spends more time than this to complete the degree programme will ordinarily not be eligible for an
honours classification.

The maximum period of study for a pass degree shall be 14 semesters.

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

B.Sc. MASS COMMUNICATION PROGRAMME STRUCTURE

Course Titles

First Year Courses

First Semester - 100 Level

Course Code Course Title Units Status LH PH

CMS 101 Introduction to Human Communication 2 C 30
MCM 101 Foundations of Broadcasting and Film 3 C 45
MCM 103 Introduction to Advertising 2 C 30
MCM 105 Introduction to Book Publishing 2 C 30
MCM 107 Introduction to Photojournalism 2 C 30
GST 111 Communication in English 2 C 30
PAU-MCM 191 Introduction to Christian Theology 2 C 30
Total:15

Second Semester - 100 Level

Course Code Course Title Units Status LH PH

PAU-MCM 110 Critical and Creative Thinking 3 C 45

PAU-MCM 108 Media Literacy 2 C 30

CMS 102 Writing for the Media 2 C 30

MCM 102 Principles of Public Relations 2 C 30

MCM 104 Introduction to News Writing 2 C 30

MCM 106 African Communication Systems 2 C 30

GST 112 Nigerian Peoples and Culture 2 C 30

Total: 15

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Second Year Courses

First Semester - 200 Level

Course Code Course Title Units Status LH Sequence

CMS 201 History of Nigerian Media 2 C 30

MCM 201 Critical and Review Writing 2 C 30

ENT 211 Entrepreneurship and Innovation 2 C 30

PAU-MCM 217 Culture and Critical Analysis 3 C 45

Audio and Visual Communication

PAU-MCM 219 3 C 45
Archives

PAU-MCM 291 English for Business Purpose 2 C 30

MCM 203 Feature Writing 3 C 45 Print Major

MCM 205 Techniques in Book Publishing 2 C 30 Print Major

Radio/TV News Reporting Broadcast/

MCM 207 2 C 30
and production Film Major
Drama, Film Broadcast/
MCM 209 2 C 30
and Documentary Production Film Major
Basics of Screenwriting Broadcast/
MCM 211 2 C 30
and Film Animation Film Major

MCM 213 Writing for Public Relations 2 C 30 PRAD Major

MCM 215 Advertising Media Planning 2 C 30 PRAD Major

Total: 19 (PM), 20(BFM), 18 (PRAD)

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Second Semester - 200 Level

Course Code Course Title Units Status LH Sequence

Editing and Graphics

MCM 202 3 C 45
of Communication

PAU-MCM 218 Children’s Media 3 C 45

PAU-MCM 292 The Nature of Human Beings 2 C 30

Philosophy, Logic
GST 212 2 C 30
and Human Existence
Advanced and Specialized
MCM 204 3 C 45 Print Major
Reporting
Manuscript Editing, Design
MCM 206 2 C 30 Print Major
and layout in Book Publishing
Radio/Television Programme Broadcast/
MCM 208 2 C 30
Writing Film Major
Broadcast/
MCM 210 Presentation and Performance 2 C 30
Film Major
Marketing Foundations for Public
MCM 212 2 C 30 PRAD Major
Relations and Advertising

MCM 214 Advert Copy Writing 2 C 30 PRAD Major

MCM 216 Fundamentals of Media Relations 2 C 30 PRAD Major

Total: 15 (PM), 14 (BFM) 16 (PRAD)

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Third Year Courses

First Semester - 300 Level

Course Code Course Title Units Status LH Sequence

PAU-MCM 305 Music Discourse Analysis 3 C 45

PAU-MCM 317 Digital Rights 3 C 45

PAU-MCM 391 English for Academic Writing 2 C 30

CMS 301 Theories of Communication 2 C 30

Data analysis in Communication

CMS 303 2 C 30
Research

MCM 301 Mass Communication and Politics 2 C 30

MCM 303 Gender and Communication 2 C 30

Newspaper /Magazine
MCM 305 2 C 30 Print Major
Management and Production
Photojournalism Research and
MCM 307 2 C 30 Print Major
Management
Commentary, Critical Writing Broadcast/
MCM 309 2 C 30
and Public Affairs Broadcasting Film Major
Film Production Broadcast/
MCM 311 2 C 30
and Screen Directing Film Major

MCM 313 Advertising and PR Research 2 C 30 PRAD Major

MCM 315 Consumer Affairs 2 C 30 PRAD Major

Total: 20(PM), 20(BFM), 20(PRAD)

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Second Semester - 300 Level

Course Code Course Title Units Status LH Sequence

PAU-MCM 316 Brand Management 3 C 45

PAU-MCM 318 Entertainment Business 3 C 45

PAU-MCM 392 Professional and Personal Skills 2 C 30

GST 312 Peace and Conflict Resolution 2 C 30

ENT 312 Venture Creation 2 C 30

Foundation of Communication
CMS 302 2 C 30
Research

MCM 302 Online Journalism 2 C 30

MCM 304 Foreign Correspondence 2 C 30 Print Major

MCM 306 Investigative Journalism 2 C 30 Print Major

Broadcast Programming, Broadcast/

MCM 308 2 C 30
Management and Operations Film Major
International and Broadcast/
MCM 310 2 C 30
Foreign Broadcasting Film Major
Organisation and Management
MCM 312 2 C 30 PRAD Major
of Advertising and PR Agencies
International Public Relations
MCM 314 2 C 30 PRAD Major
and Advertising
Total: 20(PM), 20(BFM), 20(PRAD)

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

Fourth Year Courses

First Semester - 400 Level

Course Code Course Title Units Status LH PH

PAU-MCM 409 Independent Filmmaking 3 C 45

CMS 401 International Communication 2 C 30

MCM 403 Media attachment 2 C 30

MCM 401 Original Research Project 2 C 30

MCM 405 Mass Media Law 2 C 30

MCM 407 Message Design for Development 2 C 30

Total: 13

Second Semester - 400 Level

Course Code Course Title Units Status LH PH

CMS 402 Communication and Society 2 C 30

MCM 402 Original Research Project 2 C 30

MCM 404 Mass Media Ethics 2 C 30

MCM 406 Communication for Development 2 C 30

MCM 408 Community Media and Relations 2 C 30

Total: 10

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 SCHOOL OF MEDIA AND COMMUNICATION, PAN-ATLANTIC UNIVERSITY
B.Sc. MASS COMMUNICATION PROGRAMME – (CCMAS)

COURSE CONTENT AND LEARNING OUTCOMES

100 Level – First Semester

CMS 101: Introduction to Human Communication (2 Units, Compulsory, LH 30)

Learning Outcomes
At the end of the course, students should be able to:
1. Explain the different meanings of communication;
2. Highlight the various elements of the communication process;
3. Distinguish between different types of human communication and their features;
4. Explain the roles of communication; and
5. Outline the different forms of African traditional forms of communication.

Course Contents
A global overview of the history, institutions and functions of communication in human society; an
examination of the concepts, levels/categories and elements of human communication; survey of the role
and influence of cultural beliefs and practices as well as changing technologies in human communication.
The development of different types of communication media, their uses and influences in social and
political development. The course introduces the students to various types of communication,
communication process, communication modes, African communication system, African oral traditional
communication, structure, the role of the media in the development of African cultures, society and
civilisation, factor that have influenced the development of human communication, communication as
channels for the cultural values and ideas.

MCM 101: Foundations of Broadcasting and Film (3 Units C: LH 45)

Learning Outcomes
At the end of this course, the students will:
1. Define broadcasting, film and cinema;
2. Explain the physical, technical and societal bases of radio and television broadcasting;
3. Describe the individual items or equipment used in radio and television and film;
4. Trace the evolution of film as a distinct medium of communication and as an art form;
5. Discuss film as a medium of communication and the cinema as a communication
6. Setting with particular reference to literature and its various forms; and
7. Explain the role of the cinema in society.

Course Contents
The course will provide an overview of the physical, technical and societal bases of radio and television
broadcasting and relate the laws of nature that make broadcasting possible, as well as the scientists who
exploited them; describes the individual items or equipment used in radio and television and surveys the
diverse environment of broadcasting stations and networks. It shall also survey the evolution of film as a
distinct medium of communication and as an art form; notable creative pioneers of the art form and their
contributions; relationship of film to other media. It also examines 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 the kinds of film – documentary (non-fiction), and
avant-garde – the role of the cinema in urban and rural communities.

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MCM 103: Introduction to Advertising (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Define advertising;
2. Explain the evolution, objectives and functions advertising;
3. Outline the principles and tenets of the advertising;
4. Discuss advertising in the marketing mix; differentiate between the line and below the line advertising;
5. Trace the history of advertising in nigeria;
6. Explain the development of advertising agencies;
7. Discuss the indigenization of the advertising profession in nigeria;
8. Explain the regulation of advertising in nigeria and different countries;
9. Comparatively analyse advertising in different countries and discuss the roles of advertising in modern
societies;
10. List and discuss some theories of advertising, particularly the theories of persuasion; and
11. Apply theories of persuasion to some adverts running to link theory and practice

Course Contents
The course will focus on a general review of the fundamental principles and tenets of the advertising
discipline. It shall also review the historical development of advertising in Nigeria; the development of
advertising agencies; the organisation of the advertising profession in Nigeria; the regulation of advertising;
and also, comparative analysis of advertising in different countries and its roles in modern societies.

MCM 105: Introduction to Book Publishing (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain the concept of book publishing;
2. Discuss publishing as a cultural activity and as a business;
3. Discuss the environment of book publishing, publication as a mass industry and divisions of the
industry; and
4. Explain the publishing process; industry activities and associations.

Course Contents
Examination of book publishing as a cultural activity, and as a business; the environment of book
publishing; book publication as a mass industry; divisions of the industry; A look at the publishing process;
industry activities and associations.

MCM 107: Introduction to Photojournalism (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Define news photography;
2. Explain basic camera and darkroom techniques with emphasis on the development of the emerging
photojournalist’s sensitivity to people;
3. List circumstances and events to take pictures that communicate;
4. Discuss the operation of different cameras, photography processes and the use of standard
photographic equipment and materials in the photo-laboratory;
5. Explain the techniques of photograms and photo-easy; and
6. Apply photojournalism skills – shoot and produce photos that communicate and submit a portfolio of
work done.

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Course Contents
This is a practical introduction to news photography featuring solid grounding in basic camera and
darkroom techniques but placing emphasis on the development of the emerging photojournalist’s
sensitivity to people; circumstances and events to which he will be expected to take pictures that
communicate; fundamentals of photography, operation of different cameras, photography processes and
the use of standard photographic equipment and materials in the photo-laboratory. This is a photo-reporting
course with emphasis on pictures that communicate with aesthetic as well as technical skills. Portfolios are
required. Students are taught the techniques of photograms and photo-easy.

GST 111: Communication in English (2 Unit Compulsory, LH 15, PH 45)

Learning Outcomes
At the end of this course, students should be able to:
1. Identify possible sound patterns in English Language;
2. List notable Language skills;
3. Classify word formation processes;
4. Construct simple and fairly complex sentences in English;
5. Apply logical and critical reasoning skills for meaningful presentations;
6. Demonstrate an appreciable level of the art of public speaking and listening; and
7. Write simple and technical reports.

Course Contents
Sound patterns in English Language (vowels and consonants, phonetics and phonology). English word
classes (lexical and grammatical words, definitions, forms, functions, usages, collocations). Sentence in
English (types: structural and functional, simple and complex). Grammar and usage (tense, mood, modality
and concord, aspects of language use in everyday life). Logical and critical thinking and reasoning methods
(logic and syllogism, inductive and deductive argument and reasoning methods, analogy, generalisation
and explanations). Ethical considerations, copyright rules and infringements. Writing activities: (pre-
writing, writing, post writing, editing and proofreading; brainstorming, outlining, paragraphing, types of
writing, summary, essays, letter, curriculum vitae, report writing, note making etc., mechanics of writing).
Comprehension strategies: (reading and types of reading, comprehension skills, 3RsQ). Information and
communication technology in modern language learning. Language skills for effective communication.
Major word formation processes. Writing and reading comprehension strategies. Logical and critical
reasoning for meaningful presentations. Art of public speaking and listening. Report writing.

PAU-MCM 191: Introduction to Christian Theology (2 Units Required; LH= 30)

Learning Outcomes
On completion of the course, the students should be able to:
1. Discuss at least three philosophical arguments about the existence of God;
2. Explain the relationship between science and faith using at least three concrete examples;
3. Explain three modern theories about the relationship between creation and evolution;
4. Analyze human actions to determine their morality based on the three criteria of action, circumstance,
and intention;
5. List and explain the Ten Commandments and their implications;
6. Explain at least five consequences of mishandling the truth, detraction and defamation;
7. Explain five contemporary issues relating to human life and drug use.

Course Contents
The Existence of God. Divine Revelation. Creation and Evolution. Jesus Christ: both man and God.
Eschatology. Human Freedom and Natural Law. Moral Conscience. Factors that determine the Morality of
Human Acts. Personal Sin and Responsibility. Influence of the Passions in Human Actions. The Virtues.

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Introduction to the Ten Commandments. Contemporary human Life issues. Contemporary sexual issues.
The morality of Gambling. Contemporary issues regarding handling the truth. Christian Prayer.

100 Level – Second Semester

PAU-MCM 110 Critical and Creative Thinking (3 Units, Compulsory, LH =45, PH = 0)

Learning Outcomes
At the end of the course, the students should be able to:
1. Outline the eight (8) elements of thought, types of thinking and thinking techniques;
2. Describe critical thinking; skills for critical thinking and the steps or process of critical thinking;
3. Analyze the basic concepts of logic;
4. Recognize scientific reasoning and its five (5) core elements;
5. Explain the nature of values and decision making;
6. Outline at least seven (7) problem solving skills;
7. Examine the role of questioning and language skills in critical thinking;
8. Explain creativity, the creative methods, negative and positive attitudes on creativity, as well as some
myths about creative thinking and problem solving;
9. Recognize the four (4) types of creativity and at least ten (10) creative thinking techniques;
10. Explain the role of ethics in creativity.

Course Contents
What Thinking is and the Elements of Thought. Types of Thinking and Thinking Techniques- Thinking
with Ed Bono’s Six Hats. What is critical thinking and Skills for critical thinking? Steps or processes of
critical thinking. Logical Thinking- what is logic; what is logical thinking; some basic concepts of logic.
Making Arguments. Scientific Reasoning- meaning of scientific reasoning; types of induction; core
elements of scientific reasoning. The Value of Expert Opinion. Forming Opinions- the nature of values;
moral values and opinion. Making Decisions- the value of good decisions; the process of good decision
making. Developing Problem Solving Skills- critical skill requirements in problem-solving; the value of
problem solving skills; the similarity of decision making and problem solving process. Steps in Problem
Solving. Questioning Skills- questioning and critical thinking; types and examples of questions; questions
in research; interviewing and question skills. Language- lack of clarity; distorted meaning; empty meaning;
meaningless clichés (gobbledygook). Bloom’s Taxonomy; the cognitive taxonomy; the three higher levels-
analysis; synthesis and evaluation. What is creativity? The Creative Methods and Types of Creativity.
Negative Attitudes that Block Creativity. Myths About Creative Thinking and Problem Solving. Mental
Blocks to Creative Thinking and Problem Solving. Positive Attitudes for Creativity. Characteristics of a
Creative Person. Creative Thinking Techniques- Disney’s creative strategy; SCAMPER; Idea box. Creative
Thinking and Performance: relationship, individual and collaborative performance; value paradox in the
assessment of performance based on creative thinking; ethical considerations to creative thinking.

PAU-MCM 108 Media Literacy (2 Units, Required, LH =30, PH = 0)

Learning Outcomes
At the end of the course, the students should be able to:
1. Describe the concept of media literacy and how it applies to different media types of media;
2. Demonstrate knowledge about the influences that guide the construction of media messages by
identifying the political and environmental peculiarities of the media;
3. Demonstrate skills in media literacy by analyzing media implications for the individual and society;
4. Critically evaluate and interpret issues relating to the media;
5. Relate media content as a means of learning about culture;
6. Apply ethical dimensions of media activities; and
7. Display scholarship regarding media effects by interrogating media trends.

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Core Contents
Foundations of media literacy. Constructing Media Literacy: The attributes. Media literacy skills.
Foundational principles of media literacy - Media materials are constructed. How Media representations
play a role in the way society understands its reality. People as active recipients of media messages.
Creation and distribution of Media within commercial and political environments. Questioning media
trends. Media Regulations and the Savvy Citizen. Semiotics in media messages. Blurring media
boundaries. The Threat of Commercialism and Homogenization. The critical media consumer. Media
Literacy and the print media. Media Literacy and the broadcast media. Media Literacy and social media.
Media Literacy and motion pictures. Media Literacy and advertising. Media Literacy and the Persuasion
Industry. Media ideologies.

CMS 102: Writing for the Media (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain the writing process and sources of information;
2. Outline the different forms of media writing - newspaper stories, blogging, ethics of mass media
writing, news release, advertorial, press statement, backgrounder, speech writing, rejoinder, letter to
editor, advertising copy, internet advertising; and
3. Demonstrate different writing styles for the media.

Course Contents
Instruction and practice in writing for the various media including social media with the major emphasis
on development of effective styles in professional communications and proficiency in grammar and the use
of language. The course will discuss the basics of writing for print, broadcast, public relations and
advertising. Students will learn writing formats for newspapers, magazines, radio and television as well as
for online media. The students will also be introduced to the differences between media writing & creative
writing, basics of film scripting and other forms of fiction writing.

MCM 102: Principles of Public Relations (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. define public relations;
2. explain the evolution, objectives and functions public relations;
3. explain the principles, practice and ethics governing public relations;
4. explain the nature, process, roles and problems of Public Relations; and
5. discuss the philosophies, underlying PR practices; list PR channels.

Course Contents
This course is designed to acquaint students with conceptual issues around nature, process, roles and
problems of Public Relations. It covers basic introduction to PR and processes, philosophies, underlying
PR practices; PR channels and relationships and differences between PR and other PRA tools. It shall
examine the concepts, theories, and practices of Public Relations and Public Affairs; the importance of
Public Relations in either profit or non-profit organizations. It presents the principles, practice and ethics
governing public relations with emphasis on mutual communication between the public and an
organisation, evaluation of public attitude, identification of policies and procedures of an individual or an
organisation with public interest and plan.

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MCM 104: Introduction to News Writing (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Define news;
2. Identify elements of news, news values/virtues;
3. Discuss qualities of a good news writer or reporter;
4. Identify the components of a typical news story;
5. Discuss the general rules/guidelines for news writing or reporting; and
6. Explain standard reporting and news gathering techniques and sources of news stories.

Course Contents
This is a practical course designed to enable students to become proficient in preparing a publishable copy
under deadline. The course examines various definitions of news as well as the structure of the news stay
and other journalistic forms. Students are a l s o taught the theory and practice of News Reporting, made
to review the lively arts for a daily newspaper. Focus is on writing, analysing and marketing factual articles
for newspapers, general and specialized magazines; subject research, investigation of editorial needs,
ethical and legal problems and manuscript preparation. Also, students are taught how to identify a news
story; and assigned beats, primarily on campus, to develop stories for publication and encouraged to submit
outstanding articles to the metropolitan news media.

MCM 106: African Communication Systems (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Define African communication systems;
2. Outline the major elements and importance of African communication systems;
3. List and discuss the classes of African communication systems, and their communication functions in
Africa;
4. Discuss the functionality of the names, venue, institutions, folk media and extra-mundane or esoteric
as channels of communication in Africa; and
5. Explain myths /legends and the use of myths in explaining the unexplainable.

Course Contents
This course is designed to expose students to African Oral traditional communication structure, form and
content. Also, a survey of past and present modern mass media systems as influenced by African Political
Culture will be examined. Students are expected to identify and discuss the structure, form and content of
the traditional communication system in their areas of origin. The students shall also be exposed to the
functionality of African communication systems by examining names, venue, institutions, folk media and
extra-mundane or esoteric as channels of communication in Africa; and explore myths /legends and the use
of myths in explaining the unexplainable.

GST 112: Nigerian Peoples and Culture (2 Unit C: LH 30)

Learning Outcomes
1. At the end of the course, students should be able to:
1. Analyse the historical foundation of the Nigerian culture and arts in pre-colonial times;
2. List and identify the major linguistic groups in Nigeria;
3. Explain the gradual evolution of Nigeria as a political unit;
4. Analyse the concepts of Trade, Economic and Self-reliance status of the Nigerian peoples towards
national development;
5. Enumerate the challenges of the Nigerian State towards Nation building

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6. Analyse the role of the Judiciary in upholding people’s fundamental rights

7. Identify acceptable norms and values of the major ethnic groups in Nigeria; and
8. List and suggest possible solutions to identifiable Nigerian environmental, moral and value problems.

Course Contents
Nigerian history, culture and art up to 1800 (Yoruba, Hausa and Igbo peoples and culture; peoples and
culture of the ethnic minority groups). Nigeria under colonial rule (advent of colonial rule in Nigeria;
Colonial administration of Nigeria). Evolution of Nigeria as a political unit (amalgamation of Nigeria in
1914; formation of political parties in Nigeria; nationalist movement and struggle for Independence).
Nigeria and challenges of nation building (military intervention in Nigerian politics; Nigerian Civil War).
Concept of trade and economics of self-reliance (indigenous trade and market system; indigenous
apprenticeship system among Nigeria people; trade, skill acquisition and self-reliance). Social justices and
national development (law definition and classification. Judiciary and fundamental rights. Individual,
norms and values (basic Nigeria norms and values, patterns of citizenship acquisition; citizenship and civic
responsibilities; indigenous languages, usage and development; negative attitudes and conducts. Cultism,
kidnapping and other related social vices). Re-orientation, moral and national values (The 3R’s –
Reconstruction, Rehabilitation and Re-orientation; Reorientation strategies: Operation Feed the Nation
(OFN), Green Revolution, Austerity Measures, War Against Indiscipline (WAI), War Against Indiscipline
and Corruption (WAIC), Mass Mobilisation for Self-Reliance, Social Justice and Economic Recovery
(MAMSER), National Orientation Agency (NOA). Current socio-political and cultural developments in
Nigeria.

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200 Level – First Semester

CMS 201: History of Nigerian Media (2 Units C: LH 30)

Learning Outcomes
At the end of this course, students should be able to:
1. Highlight the origin and development of media in Nigeria;
2. Explain the factor that have influenced the development of the media; and
3. Outline the roles the media have played in Nigeria’s development

Course Contents
This course traces the major trends in the development of the communication and media in Nigeria and
their contemporary situation; as well as their adaptation and contribution to the political, religious,
economic and social development in Nigeria. It examines the factors that have influenced their
development, their roles in the Nigerian society. The focus of the course should not be limited to the press
and broadcasting but should include film, advertising, PR, new/social media.

MCM 201: Critical and Reviewing Writing (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Define critical and Review writing as a specialize form of media writing;
2. Explain the different principles of review writing;
3. Outline the functions of critical and review writing; discuss the approaches, components and
techniques of critical writing and how to write critical articles and reviews on the fine and popular
arts;
4. List the different works of art for review; and
5. Explain and appreciate fine and popular arts and apply the basic principles of criticism in reporting
and evaluating them.

Course Contents
Prerequisite; news writing or consent of instructor; theory and practice of reviewing the lively arts for a
daily newspaper, students write reviews of plays, movies, television programmes, musical and dance
events. This course examines critical and review writing as a specialize form of media writing; highlighting
the different principles of review writing; functions of critical and review writing; approaches, components
and techniques of critical writing and how to write critical articles and reviews on fine and popular arts;
and different works of art for review. It also examines fine and popular arts and the basic principles of
criticism in reporting and evaluating them.

ENT 211: Entrepreneurship and Innovation (2 Unit C: LH 15; PH 45)

Learning Outcomes
At the end of this course, students should be able to:
1. Explain the concepts and theories of entrepreneurship, intrapreneurship, opportunity seeking, new
value creation, and risk taking;
2. State the characteristics of an entrepreneur;
3. Analyse the importance of micro and small businesses in wealth creation, employment, and financial
independence;
4. Engage in entrepreneurial thinking;
5. Identify key elements in innovation;

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6. Describe stages in enterprise formation, partnership and networking including business planning; 7.
Describe contemporary entrepreneurial issues in Nigeria, Africa and the rest of the world; and 8. State
the basic principles of e-commerce.

Course Contents
Concept of Entrepreneurship (Entrepreneurship, Intrapreneurship/Corporate Entrepreneurship,). Theories,
Rationale and relevance of Entrepreneurship (Schumpeterian and other perspectives, Risk-Taking,
Necessity and opportunity-based entrepreneurship and Creative destruction). Characteristics of
Entrepreneurs (Opportunity seeker, Risk taker, Natural and Nurtured, Problem solver and change agent,
Innovator and creative thinker). Entrepreneurial thinking (Critical thinking, Reflective thinking, and
Creative thinking). Innovation (Concept of innovation, Dimensions of innovation, Change and innovation,
Knowledge and innovation). Enterprise formation, partnership and networking (Basics of Business Plan,
Forms of business ownership, Business registration and Forming alliances and joint ventures).
Contemporary Entrepreneurship Issues (Knowledge, Skills and Technology, Intellectual property, Virtual
office, Networking). Entrepreneurship in Nigeria (Biography of inspirational Entrepreneurs, Youth and
women entrepreneurship, Entrepreneurship support institutions, Youth enterprise networks and
Environmental and cultural barriers to entrepreneurship). Basic principles of e-commerce.

PAU-MCM 217 Culture and Critical Analysis (3 Units, Compulsory, LH=45, PH= 0)

Learning Outcomes
1. At the end of this course, students should be able to:
2. Explain various comprehensive definitions of culture in any context;
3. Evaluate and analyse, using any theoretical paradigm, art and cultural forms be they tangible or
intangible;
4. Describe the role of the CCIs in national development and cultural diplomacy;
5. Critique the gains and pitfalls of technological developments as they impact our understanding of
culture and its production and consumption;
6. Develop case studies of their own after having studied and analyzed select ones from the CCIs in
Nigeria, Africa and elsewhere;
7. Conduct basic research that demonstrate the significance of cultural production as sites of power,
contestation and activism.

Core Contents
Definitions and theories of culture. Key proponents of culture within sociological and media studies.
Cultural Studies: Frankfurt School. Cultural Studies: Birmingham School. Techniques of close reading and
analysis of culture. Museum tours, festival readings. Cultural Diplomacy. Cultural institutions and career
opportunities open to graduates. History and development of key Cultural and Creative Industries (CCIs)
in Nigeria: music and fashion. History and development of key Cultural and Creative Industries in Nigeria:
theatre and film. History and development of key Cultural and Creative Industries in Nigeria: food and
games. Case studies of CCIs: Africa and elsewhere. African Popular Arts and Culture. Key cultural themes
explored in contemporary African popular arts/cultural productions: literature and film. Key cultural
themes explored in contemporary African popular arts/cultural productions: television, and music –
governance, education, migration, feminism, sexuality, domestic violence, climate change, ethnicity,
sports, and ICT. Popular arts as sites of power and contestation, as the voice of the voiceless. Various
schools of cultural consumption and reception. Analytical frameworks for cultural consumption:
Encoding/decoding model, production as reception, social media engagement as reception.

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PAU-MCM 219 Audio and Visual Communication Archives (3 Units, Required, LH =45, PH = 0)

Learning Outcomes
At the end of the course, the students should be able to:
1. Define archiving and archival culture for the purpose of understanding the need for archives;
2. Identify ten (10) contemporary archival theory and practice;
3. Categorize what are useful archive materials and their means of documentation;
4. Recognize what constitutes a data-driven culture and society;
5. Illustrate how to make archives accessible to the public for public consumption and policy relations;
6. Synthesize archival infrastructure, tools and technology;
7. Identify the six (6) processes of still photo archiving;
8. Identify the five (5) processes of audio archiving;
9. Identify the five (5) processes of audio-visual archiving;
10. Identify the history, practices and policies of both physical and digital museums.

Core Contents
Definition and uses of archives. Archiving and archival culture. Contemporary archival theory.
Contemporary archival practice. Useful archives and their means of documentation. A data-driven culture
and society. Accessible archives. Archival infrastructure, tools and technology. Still picture archiving.
Audio archiving. Audio-visual archiving. History and practices of physical museums. History and practices
of digital museums. The use of archival materials in policy formulation. Archives and the restoration of
old materials. Digitization; global best practices. Public archives in Nigeria.

PAU-MCM 291-- English for Business Purpose (2 Units Required, LH= 30)

Learning Outcomes
On completion of the course, students should be able to:
1. State at least five importance of English for business purposes for effective communication in the
workplace;
2. Describe the techniques for writing at least five types of business documents;
3. Use at least five different media applications for effective business communication in the 21st century;
4. Write at least five different types of business documents for effective communication to a target
audience;
5. Demonstrate at least three competencies for writing business documents such as memos, business
letters, communique, and executive summaries.

Course Contents
English as a language of global communication. Diversity in writing. Cross-cultural differences in writing.
Writing for exporting. Writing reviews. Writing for the Internet. Writing to lead, inspire, and change.
Commercial communication. Business documents. Business presentation skills. Giving feedback and
performance reviews. Dialogue and protocol in business communication. Interviews and negotiation skills.
Language and the new media. Content creation. Learning and memory skills. Effective time management
for business executives. Goal setting for business management.

Print Major

MCM 203: Feature Writing (3 Units C: LH 45)

Learning Outcomes
At the end of this course, the students will:
1. Define feature writing;
2. Identify elements of a feature story;

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3. Discuss qualities of a good feature writer;

4. Identify the components of a typical feature story; discuss the general rules/guidelines for feature
writing;
5. Outline elements of a good feature story and the elements by which feature stories are evaluated before
selection; and
6. Discuss how to source data for a feature story.

Course Contents
This is a practical course designed to enable students to become proficient in preparing a publishable feature
article. The course develops student’s confidence in the act of investigating and writing of publishable
stories. Focus is on writing, analysing and marketing feature articles for offline and online newspapers and
magazines. Subject research, investigation of editorial needs, ethical and legal problems and manuscript
preparation are also discussed in this course. It provides excellent material from the Nigerian and foreign
news media for study and imitation.

MCM 205: Techniques in Book Publishing (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Discuss frontiers in book publishing technology; and
2. Explain the xerography and similar duplicating processes.

Course Contents
Survey of frontiers in book publishing technology; and the advent of xerography and similar duplicating
processes. It shall expose students to the frontiers in book publishing technology and xerography plus
similar duplicating processes.

Broadcast and Film Major

MCM 207: Radio/TV News Reporting and Production (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain radio/TV news reporting and production;
2. Discuss broadcasting reportorial process;
3. List sources and elements of news;
4. Describe news gathering and writing for radio/TV;
5. Explain broadcasting (news), copy and guidelines for its preparation; and
6. Produce news summaries and bulletins of various formats; and radio/TV and news magazine.

Course Contents
Perusal of the broadcasting reportorial process, review of sources and elements of news; gathering and
writing news for radio/TV; examination of the broadcasting (news), copy and guidelines for its preparation;
production of news summaries and bulletins of various formats; and radio/TV and news magazine.

MCM 209: Drama, Film and Documentary Production (2 Units: LH 30)

Learning Outcomes
At the end of this course, the students will explain drama, film and documentary production;
1. Outline and discuss the problems involved in producing drama, film and documentary, blocking,
casting, budgeting and performance;
2. Explain the pioneers of the documentary form;

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3. Analyse the creative, political, anthropological and journalistic environment of documentary design,
plan pre-production, carry out intensive fieldwork;
4. Write drama, film and documentary scripts and produce same; and
5. Evaluate individual documentary projects.

Course Contents
Overview of special problems involved in producing drama, film and documentary for radio and television;
blocking; casting; budgeting; performance. It shall also survey and evaluate the pioneers of the
documentary form. Also, the analysis of the creative, political, anthropological and journalistic
environment of documentary; design, pre-production planning, intensive fieldwork, production and
subsequent evaluation of individual documentary projects. Emphasis shall be on drama or documentary for
both radio and television; or both drama and documentary for only radio or television.

MCM 211: Basics of Screenwriting and Film Animation (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain screen writing;
2. Discuss the nature film script;
3. Discuss the importance of pre-visualisation, the content, outline and treatment of the screenplay; apply
knowledge gained in writing a film script;
4. Explain film animation;
5. Trace the history of animation and the development of cartoon film;
6. Outline the traditional techniques of animation and recent technical innovations;
7. Discuss the preparation and treatment of verbal script, the storyboard and visual choreography; and
8. Outline the uses of animation – its place in entertainment, public relations, advertising and research.

Course Contents
Analysis of the nature of the film script; The importance of pre-visualization; the content, outline and
treatment of the screenplay; and practice exercises in scripting and evaluation. It shall explore the history
of animation; development of the cartoon film; traditional techniques of animation (cell-animation) and
recent technical innovations–automation and computerization; preparation and treatment of detailed verbal
script; the storyboard; visual choreography; uses of animation – its place in entertainment, public relations,
advertising and research.

Public Relations and Advertising Major

MCM 213: Writing for Public Relations (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Define public relations and public relations writing;
2. Outline what and various public relations writing;
3. Define the scope of and conduct public relations research;
4. Outline the importance, purpose, and methods of conducting research in writing for pr
5. Identify resources to enhance proper writing style; and
6. Effectively write a range of pr communications materials.

Course Contents
Principles of effective writing in public relations; practice in the styles of writing, news releases, brochures,
position papers, speeches, etc. It shall define public relations and public relations writing, delving into
various public relations writing; the scope of and conduct public relations research; the importance,

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purpose, and methods of conducting research in writing for PR. There shall be practical writing on a range
of PR communications materials.

MCM 215: Advertising Media Planning (2 Units C: LH 30)

Learning Outcomes
1. At the end of this course, the students will:
1. Explain advertising media plan;
2. Outline the sources of data for media planning;
3. Discuss the importance and use of research for advertising media plan; and
4. Prepare a media plan, manually or using a software, for maximizing advertising budget and justify the
plan.

Course Contents
The preparation of advertising media plan: analysis of the various media in terms of advertising audience
reach and the frequency of reach; consideration of other crucial factors in matching media with markets.

200 Level – Second Semester

MCM 202: Editing and Graphics of Communication (3 Units C: LH 45)

Learning Outcomes
At the end of this course, the students will:
1. Trace the history of Editing and Graphics in Nigeria and other countries;
2. Explain the art and method of graphic editing;
3. Identify, explain and editing symbols;
4. Edit photographs for newspaper publication; and
5. Demonstrate the use of editing software for editing and graphics.

Course Contents
Students are taught how to write and edit copy in a style appropriate to the news media. Emphasis is placed
on the preparation of articles and photographs in photo editing for newspaper publication. Editing symbols
and news proof reader’s symbols will be used in this case.

PAU-MCM 218 Children’s Media (3 Units, Required, LH =45, P =0)

Learning Outcomes
At the end of the course, the students should be able to:
1. Explain the cognitive capabilities of young children of the different age groups;
2. Describe the difference between writing for adults and writing for children;
3. Articulate the content repertoire that children love;
4. Explain the types of children’s media available;
5. Create a puppet with socks, cardboard, and strings;
6. Develop a stop-motion animation for toddlers;
7. Write a 5 minutes’ script in the final draft for children;
8. Create an online presence with the first children’s media.

Core Contents
Children’s media. Young viewers’ comprehension skills and preferences. Vocabulary size and its effects
on children’s comprehension. Children’s stages of maturity: Newborn, Infancy, Toddlerhood. Children’s
stages of maturity: Kindergartner, School age, and Adolescence. Children’s developmental stages:
Cognitive development, Motor development, emotional development. Children’s developmental stages:

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social development and verbal development. Types of children’s content: Peppa pig, sesame street, Paw
patrol, high school musical. Types of children’s content: Tales by moonlight, famous five, KKB show.
Scripting for children’s drama. Nigerian animated children’s cartoon (GYROW). Making a puppet.
Creating a stop-motion animation. Creating an online presence for your media content production.

PAU-MCM 292—The Nature of Human Beings (2 Units Required; LH 30)

Learning Outcomes
On completion of the course, students should be able to:
1. Explain at least seven basic concepts in Philosophical Anthropology;
2. Give at least five aspects of the human person that reflect the difference between human beings and
lower animals;
3. Explain at least three different operations of the human intellect and will;
4. Enumerate at least four institutions that develop the social nature of human beings;
5. Give at least five consequences of good and bad uses of freedom;
6. Explain at least four practical consequences of understanding human dignity in each of socio-political,
economic, cultural, and technological development;
7. Demonstrate knowledge of the four cardinal virtues and their relation to the development of the human
person;
8. Discuss at least three reasons why the idea of death shapes one’s sense of meaning and human
existence;

Course Contents
Introduction and conceptual clarifications. Human beings as higher animals. Human emotions and
emotional Intelligence. The rationality of human beings – intelligence and will. The unity of the human
person. Human sexuality. The nature of Human Freedom. Freedom and truth. Freedom and Evil. Human
beings as social beings. Expanded view of the social environment – virtual world and meta-verse. Human
beings as working beings – the objective and subjective dimensions of human work. Human development
– the virtues. The dignity of human beings and its practical consequences. Human fulfilment. Existence
and the meaning of Life. The phenomenon of Human death.

GST 212: Philosophy, Logic and Human Existence (2 Units C: LH 30)

Learning Outcomes
A student who has successfully gone through this course should be able to:
1. Know the basic features of philosophy as an academic discipline;
2. Identify the main branches of philosophy & the centrality of logic in philosophical discourse;
3. Know the elementary rules of reasoning;
4. Distinguish between valid and invalid arguments;
5. Think critically and assess arguments in texts, conversations and day-to-day discussions;
6. Critically asses the rationality or otherwise of human conduct under different existential conditions;
7. Develop the capacity to extrapolate and deploy expertise in logic to other areas of knowledge, and
8. Guide his or her actions, using the knowledge and expertise acquired in philosophy and logic.

Course Contents
Scope of philosophy; notions, meanings, branches and problems of philosophy. Logic as an indispensable
tool of philosophy. Elements of syllogism, symbolic logic— the first nine rules of inference. Informal
fallacies, laws of thought, nature of arguments. Valid and invalid arguments, logic of form and logic of
content — deduction, induction and inferences. Creative and critical thinking. Impact of philosophy on
human existence. Philosophy and politics, philosophy and human conduct, philosophy and religion,
philosophy and human values, philosophy and character moulding, etc.

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Print Major

MCM 204: Advanced and Specialised Reporting (3 Units C: LH 45)

Learning Outcomes
At the end of this course, the students will:
1. Define specialised reporting/specialised reporter;
2. Outline beats;
3. Identify specialised reports and the components;
4. Discuss how to make scientific language more audience centric;
5. Explain in-depth report and investigative journalism;
6. Discuss the steps to investigating human interest stories;
7. Explain how to fact-check a story; and
8. Discuss follow-up; write a publishable investigative human angle piece/specialized reports/ science
articles for newspapers, magazines, radio, television and online platforms.

Course Contents
Advanced instruction and practice in writing news stories with emphasis on investigative and other in-
depth reporting techniques; Instruction and practice in reporting and writing news stories with emphasis on
the reporting of the neighbourhood, accidents, fires, suicides, crime, business, press conference, innovation
hubs, etc. Advanced and specialized reporting is a vast field, but rather than narrow it down it has been
designed in such a way that institutions/students will focus on their areas of strength. This course is also
designed to (i) provide instruction in the techniques of reporting specialized subjects such as agriculture,
medicine, religion, sports, labour, the courts, the arts, science and technology, gender issues such as sexual
and gender-based violence (SGBV), children, etc; (ii) provide instruction and practice in writing popular
science articles for newspapers and magazines with emphasis on translation of scientific language,
familiarization with literature of science and the interviewing of scientists (iii) expose students to the basic
literature as well as outstanding examples of reporting issues such as agriculture, medicine, religion, sports,
labour, the courts, the arts, science and technology, sexual and gender-based violence (SGBV). and
children.

MCM 206: Manuscript Editing, Layout and Design in Book Publishing (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain copy editing;
2. Edit/prepare ‘mock’ manuscripts for publication;
3. Explain layout and design in book publishing;
4. Discuss the workings of the production department and its role in the publishing process/type-setting
methods;
5. Plan the layout and design different sizes of books; and
6. Apply type-setting methods by planning few pages.

Course Contents
This course will concentrate on intensive instruction in copy editing and preparation of “mock” manuscripts
for publication. It shall also examine the workings of the production department and its role in the
publishing process; type-setting methods; planning the layout and designing the form and size of the book.

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Broadcast and Film Major

MCM 208: Radio/TV Programme Writing and Production (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will
1. Explain radio/TV programme writing and production;
2. List radio/TV programmes;
3. Outline elements and activities of the writing process for radio/TV;
4. Analyse radio/television writing process;
5. Analyse and evaluate radio/television scripts;
6. Evaluate production of talks, interviews, discussion and magazine programmes; and
7. Write/produce radio/television programmes talks, spot announcements, eye-witness accounts and
magazines programme scripts.

Course Contents
Examination of the elements and activities of the writing process with special attention to the nature of
radio/TV and its audience; focus on the writing of talks, spot announcements, eyewitness accounts and
magazines. Students will do comprehensive analysis of the writing process as it pertains to television;
analysis and evaluation of television scripts, and production of talks, interviews, discussion and magazine
programmes. They are expected to do intense writing exercises.

MCM 210: Presentation and Performance (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain announcing and performance;
2. Discuss voicing and the nature of speech;
3. Describe performance techniques with regard to the microphone and the camera, as well as of
performance types; and
4. Perform as actor and/or straight announcer, disc jockey, news anchor/reporter, interviewer, master of
ceremonies and narrator.

Course Contents
Examination of the fundamentals of voicing and the nature of speech; review of performance techniques
with regard to the microphone and the camera, as well as of performance types, viz: the actor, the straight
announcer, the disc jockey, the news reporter, the interviewer, the master of ceremonies and the narrator.
There shall be practical exercises in the various roles.

Public Relations and Advertising Major

MCM 212: Marketing Foundations for Public Relations and Advertising (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Define marketing;
2. Explain the need for communication solution to marketing problems;
3. Outline and discuss the marketing mix; list and discuss the type of communication solution which can
effectively deal with marketing problems in different situations; and
4. Discuss how to use advertising and pr as communication tools to market or promote a product, person,
an organization or idea.

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Course Contents
A study of advertising and PR as communication tools, which can be used to market or promote a product,
person, an organization or idea. The art and science of marketing will be reviewed as the bases for
determining the needs and types of communication solutions, which can effectively deal with marketing
problems in different situations.

MCM 214: Advert Copy Writing (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Outline how to research for information on the product and the consumer;
2. Design a campaign strategy – develop advertising plan and execution; and
3. Write/design ads.

Course Contents
This is a skills course focusing on the creative aspects of advertising. In this course, students will learn how
to write ads as well as develop advertising plans and executions. Though this process, students will learn
how to research for information on the product, the consumer and apply this information in developing
campaign strategy. Students will learn to write advertising messages for print and broadcast, design print
ad layouts, and plan and prepare broadcast story boards. Internet advertising will also be studied.

MCM 216: Fundamentals of Media Relations (2 Units C: LH 30)

Learning Outcomes
1. At the end of this course, the students will:
1. Discuss media relations - evolution, objectives, functions and responsibilities;
2. Explain means ways and means of establishing and maintaining rapport and credibility with media
gate keepers;
3. Analyse the various tools employed in media relations;
4. Explain how to consistently project positive image through the media
5. Simulate press interview session;
6. Monitor and evaluate the effectiveness of media exposures - media audit and analysis; and
7. Prepare a media relations budget.

Course Contents
The main focus will be the analysis of ways and means of establishing and maintaining rapport and
credibility with media gatekeepers. At the end of this course, the students will: explain media relations;
discuss media relations - evolution, objectives, functions and responsibilities; discuss means ways and
means of establishing and maintaining rapport and credibility with media gate keepers; analyses the various
tools employed in media relations; explain how to consistently project positive image through the media;
outline how to nurture and sustain appropriate liaison/ relationship with the news media at all times;
organise a mock press conference effectively simulate press interview session; monitor and evaluate the
effectiveness of media exposures - media audit and analysis; and prepare a media relations budget.

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300 Level – First Semester

PAU-MCM 305 Music Discourse (3 Units, Required, LH =45, PH = 0)

Learning Outcomes
At the end of the course, the students should be able to:
1. Define music and musical discourse;
2. Recognize the connections between music and culture;
3. Explain the ten components of music discourse;
4. Connect the significant role semiosis play to growth and understanding of music;
5. Appraise music and non-verbal communication;
6. Identify all the musical tools, techniques, and terminologies used in the creative and productive
process;
7. Evaluate all appropriate materials, processes and techniques to create, perform and interpret music;
8. Outline the eight aesthetic components of music and develop aesthetic awareness;
9. Analyse the skills necessary to evaluate art or music;
10. Summarize the role of ethics in music.

Course Contents
What is music discourse? Different kinds of music: principles, practices, sounds, images, ideas, senses.
Music materials and techniques. The Aesthetics of music. Ethics and music. Music and culture. Semiosis
and musical analysis. Musical components. Theories of music. Non-verbal language and music. Circle of
music. Principles of music as communication. Notations and music. Analyzing the highlife musical. Afro-
pop and the Nigerian society. Contemporary music and its nuances. Gender and music.

PAU-MCM 317 Digital Rights (3 Units, Required, LH =45, PH = 0)

Learning Outcomes
At the end of this course, the students should be able to:
1. Define foundational concepts of data protection;
2. Evaluate the six (6) conceptualization of privacy;
3. The four (4) facets of the right to privacy;
4. Identify the violations of women’s rights online;
5. Demonstrate the breaches of freedom of expression;
6. Describe digital legislations in Nigeria;
7. Describe digital legislations in Africa.

Course Contents
Why digital rights? What are the rights of concern? What is surveillance? Fundamentals of Personal Data
and issues around Data Privacy. The six conceptualization of privacy. The four facets of the right to privacy.
Freedoms of expression, opinion and association. Should freedom of expression be absolute? Philosophical
schools of thoughts on digital rights. Women’s rights online. Nigerian digital legislations I: Cybercrime
Act 2015, Terrorism Prevention Acts. Nigerian digital legislations I: Hate Speech Bill, Protection from
Internet Falsehood Bill, NITDA draft bill. African digital legislation - the African Declaration of Internet
Rights and Freedom. Global digital legislation – The United Nations’ Universal Declaration of Human
Rights (Article 19). Methods for digital rights policy advocacy. Effective advocacy communication. Digital
rights and COVID-19.

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PAU-MCM 391 English for Academic Writing (2 Units, Required, LH= 30)

Learning Outcomes
On completion of the course, the student should be able to:
1. State at least two purposes of grammatical structures in research writing;
2. Demonstrate an appreciable level of grammatical competence in the use of academic vocabulary in at
least three practical writing exercises;
3. Write at least three commands of grammar while using academic vocabulary;
4. Extract and analyze at least three relevant quotes to support research arguments;
5. Analyse two research essays for relevant pieces of information.

Course Contents
The structure of academic writing. The tense in abstract writing. The tense and structure of literature review.
The connecting words and structure of statement of the problem. The content and diction of justification
of study. Elements of writing research objectives and questions. The language of annotated bibliography.
APA style list of references and in-text quotations. Language interpretation. Application of credible current
online materials. Language tools for analyses. Advanced quoting, summary, and paraphrasing. Plagiarism.
Integrating sources. Writing ethics. Book and journal review. Making a PowerPoint presentation of your
topic. Critical reading skills.

CMS 301: Theories of Communication (2 Units C: LH 30)

Learning Outcomes
At the end of the course, students should be able to
1. Identify, explain and compare theoretical concepts;
2. Apply theories to real communication and media situations;
3. Critique theories, pointing out their strengths and limitations; and
4. Explain and apply any of the theories in research and practice.

Course Contents
Exploration and analysis of major theories and approaches that deal with the nature, uses and effects of
media and communication as applied to various types of communication and elements of the
communication process (source, message, channels, receiver (audience)); the relationship between theory
and research and the relevance of the latter to the success of the former are discussed. The student will be
expected to understand the key concept of each theory and to be able to apply them to real communication
and media issues and events. The course will explore the historical and contemporary development of the
theories.

CMS 303: Data Analysis in Communication Research (2 Units C: LH 30)

Learning Outcomes
At the end of the course, students should be able to
1. Distinguish between qualitative and quantitative data;
2. Outline the different ways of presenting research data;
3. Apply different software for data analysis; and
4. Discuss how to draw inferences, from data and significance of research findings.

Course Contents
Students are introduced to how to analyse both quantitative and qualitative data, particularly the use of
tables, graphs and other statistical techniques and procedures, the use of various software, e.g., SPSS. They
are taught how to present and interpret data, and draw relevant inferences using these techniques.

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MCM 301: Mass Communication and Politics (2 Units C: LH 30)

Learning Outcomes
At the end of the course, students should be able to
1. Discuss the relationship between communication and politics;
2. Explain the role of mass communication (journalism, advertising, pr, film and other popular cultural
communication platform in politics.);
3. Identify and explain the factors the influence the use of mass media in politics; and
4. Explain the nature of promotional culture.

Course Contents
The environment within which mass communication and politics exist and operate is changing environment
how political actors are coping in using the media to advance their agenda and interest. Access to and
control of organs of the public sphere are crucial to success in politics. Issues in political advertising,
political marketing, political PR, political journalism, 204 commercialism, ownership and control and their
implications for governance and democracy will be discussed.

MCM 303: Gender and Communication (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Analyse and critique the influence of journalism, media products and popular culture on how society
views women and men in society;
2. Explain the multiple relationships between gender and mass communication; and
3. Discuss gender-based influences in communication between men and women, and how
communication works/contents create gender roles and identities.

Course Contents
This course is designed to expose students to the theoretical and practical perspectives which have informed
current thinking in gender and communication. Generally, the major purpose of this course is to analyse
and critique the influence of journalism, media products and popular culture on how society views women
and men in the broader society they live in; and vice versa. This course critically examines the multiple
relationships between gender and mass communication, specifically focusing on gender-based influences
in communication between men and women, and how communication works/contents create gender roles
and identities. It explores historical and theoretical issues surrounding gender construction and
communication, and approaches to the study of gender. It further examines media assumptions about
masculinity and femininity, media representations of women and men, coverage of gendered issues, and
women and men as media professionals. It delves into ways in which communication in the media and
media products; and structures in the professions of mass communication create and sustain gender roles.
Analysis and discussion shall focus on the ways media create and perpetuate gender stereotypes/roles in
their structures and messages, specifically focusing on the way women are depicted in media messages.
The course integrates theory and practice to heighten our sensitivity to gender differences and similarities
in the communication process. So, from a practical perspective, it shall examine how popular culture and
journalism have helped perpetuate stereotypes of men and women. Using examples from media contents
(films, broadcast news reports, television shows, internet-published articles, videos, magazine, newspapers,
music recordings and literature), students will follow and examine how news reporting and filmmaking
have been filtered 205 through the public private dichotomy lens. Through discussion and debate, students
are expected to develop critical thinking skills in order to analyse the profound influence of the media and
media products from mainstream and gender points of view. Particular emphasis will be placed on the
historical impact of gender bias and cultural ignorance on credibility and fairness in news reporting and
representation of women in other media products. The course shall also examine various relevant feminist
and communication theories, both historical and contemporary; and how they can be applied to various

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contemporary moral and social issues from a gender perspective. Gender and Communication is a vast
field. Rather than narrow down issues, the course has been designed to enable you focus on issues that you
are most interested in. Part of the course requirement is for students to do their own researches and come
up with well researched papers on the theme they select. Students are expected to thoroughly investigate
selected topics.

Print Major

MCM 305: Newspaper Management and Production (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain newspaper management and production;
2. Discuss basic management and economic theory; and
3. Apply management and economic theory to the management process in the newspaper business

Course Contents
Basic management and economic theory and application of theory to the management process in the
newspaper business. Emphasis shall be on newspaper management and production; basic management and
economic theory; and the application of management and economic theory to the management process in
the newspaper business.

MCM 307: Photojournalism Research and Management (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Describe how to carry out research in photo-journalism;
2. Outline the research opportunities in photo-journalism;
3. Explain the management of a photo-journalism laboratory; and
4. Discuss the coding and/or filling of photographs and presentation of photography chemical, papers,
films.

Course Contents
It looks at the problems in depth of the field in photography; cinema angles, lighting reflections,
sensitometry, optics, reduction intensification distortion and perceptivity form the focus of the course. Also,
research opportunities in photo-journalism are talked about in the course. It shall also examine the general
management of photo-laboratory; and coding and/or filling of photographs and presentation of photography
chemical, papers, films, etc. Photojournalism lab is differentiated from studio-photography in this course.

Broadcast and Film Major

MCM 309: Commentary, Critical Writing and Public Affairs Broadcasting (2 Units C: LH 30)

Learning Outcomes
1. At the end of this course, the students will:
1. Explain broadcasting commentary and critical writing;
2. Discuss the different principles of broadcast commentary and writing;
3. Explain the functions of broadcasting commentary and critical writing;
4. Discuss the approaches, components and techniques broadcasting commentary and critical writing and
how to write critical commentaries and reviews on the fine and popular arts;
5. Explain the structure, internal dynamics and functions of the News and current/public affairs division
of broadcasting organizations;

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6. Write interpretative report on government and public institutions and agencies; and
7. Produce a current/public affairs discussion/news/magazine programme; and or a documentary.

Course Contents
Examination of the opinion function of journalism and types of commentary programmes, with particular
attention to the editorial and emphasis on the application of principles derived from research in persuasive
communication and attitude change. Also, distinction between commentary and critical writing; types of
criticism and art review for radio and television will be discussed. It shall also critically examine the
structure, internal dynamics and functions of the News and current/public affairs division of broadcasting
organizations; delving into interpretative reporting of government and public institutions and agencies and
production of current/public affairs discussions, news, magazines and documentaries.

MCM 311: Film Production and Screen Directing (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Define film production;
2. Analyse the technical apparatus of filmmaking – the camera, microphones, lighting machines, sets –
and types of shots;
3. Explain story board and composition with regard to territorial space and proxemic patterns, open and
closed forms; and lighting, sound music and special effects;
4. Outline and the skills and qualities of a film producer;
5. Explain film directing;
6. Explain film production process; and
7. Analyse techniques of cinematography, production phases and activities and film structuring.

Course Contents
This course examines the techniques of cinematography, production phases and activities and film
structuring; and analyses the technical apparatus of filmmaking – the camera, microphones, lighting
machines, sets – and types of shots. There shall be intensive instruction in the production of short films and
analysis of popular productions; and focus on the story board and composition with regard to territorial
space and proxemic patterns, open and closed forms; and lighting, sound music and special effects; skills
and qualities of the film producer. It shall also delve into the theories of directing, dramatic form and acting
are examined through lectures, demonstrations and applied exercises to establish theoretical and practical
foundations. It shall explore the television industry and the relationship of film to television. The
student/course convenor are to establish contacts with televisions stations and networks and arranging co-
production meetings. It shall also examine meeting the deadlines and resolving artistic conflicts.

Public Relations and Advertising Major

MCM 313: Advertising and Public Relations Research (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain the concept of research;
2. Outline the reasons for research in advertising and public relations;
3. Explain how to gather data for advertising and public relations planning and decision making discuss
the importance of advertisers and public relations research in helping clients locate market segments
and identify target markets; and
4. Apply quantitative and qualitative research methods to advertisers and public relations research outline
the challenges international advertisers face in collecting research data abroad.

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Course Contents
Application of quantitative and qualitative research methodologies in advertising and public relations
contexts; emphasis will be placed on budget, copy, and media research. It shall examine the concept of
research; reasons for research in advertising and public relations; how to gather data for advertising and
public relations planning and decision making; the importance of advertisers and public relations research
in helping clients locate market segments and identify target markets. Practicum will be on the application
of quantitative and qualitative research methods to advertisers and public relations research; and
identification of the challenges international advertisers face in collecting research data abroad.

MCM 315: Consumer Affairs (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Define consumer affairs;
2. Discuss the historical foundation of consumerism as well as the state of consumerism in nigeria and
in other countries;
3. Explain consumer rights and responsibilities, consumer issues and public policy; and
4. Analyse consumer action as well as the key role that relationship management plays in maintaining
customer loyalty and enhancing level of satisfaction.

Course Contents
Demonstrates how appropriate PR policies and programmes can prevent or help solve consumer problems;
covers the consumer movements and their impact on the market place and how to work with consumer
advocates for the benefit of organizations.

300 Level – Second Semester

PAU-MCM 316 Brand Management (3 Units, Required, LH =45, PH = 0)

Learning Outcomes
At the end of the course, the students should be able to:
1. Describe the concept of brand, brand communication and brand pyramid;
2. Demonstrate skills in creating a brand name, brand slogan, brand package and company name;
3. Create an indigenous brand to solve problems in the society;
4. Utilize market research for product testing, test marketing and product development.

Course Contents
The global concept of a brand. The types and classification of a brand. The brand architecture process.
Selecting a brand name for business. The psychological use of colors in branding. 3 Cs of branding.
Branding strategies for business in Nigeria. The concept of brand loyalty pyramid Packaging and labeling
for branding. Iconic brands in Nigeria and the global community. Brand life cycle in business. Modern
promotion trends for brand communication. Business planning and brand development. Modern market
research approaches for brand development. Event management for brand showcase in Nigeria. Pricing
and brand development. Distribution strategies for brand communication.

PAU-MCM 318 Entertainment Business (3 Units, Required, L =45, P =0)

Learning Outcomes
At the end of the course, the students should be able to:
1. Explain the concept of Entertainment Business;
2. Evaluate studies on the Nigerian Entertainment Business in Harvard and other top universities around
the world as well as in research journals and describe the history of Entertainment Business in Nigeria;

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3. Recognize the music, film and television Entertainment Business in Nigeria and their ten (10) models;
4. Explain the dynamics of local and foreign investments in the Nigerian Entertainment Business world;
5. Demonstrate sufficient knowledge of the Entertainment Business models in Nigeria;
6. Describe funding and consumption dynamics;
7. Recall six (6) unique business strategy models for the entertainment space;
8. Identify and appraise governmental intervention in entertainment business: regulation, tax, selling and
buying rights;
9. Identify the importance of ethics in entertainment business.

Course Contents
Entertainment business models around the world but with specific emphasis on Nigeria. The business of
music, film and television in Nigeria. A study of some of the models in Nigeria such as the Ebonylife
Model; Inkblot Model; The Kunle Afolayan Productions Model; The Funke Akindele Model; The Femi
Odugbemi Model; Mavins Record Model; Kennis Music Model and so on. A study of international creative
companies with investments in the Nigerian creative industry such as MNET, Showmax, Amazon Prime
Video, Netflix, Paramount Pictures, StoryLab and so on. A study of reality shows. The economic
successes/failures of reality show. Strategy for business such as transactions, subscriptions, licensing and
content marketing. A study of star system/influencing. A review of government intervention/regulation,
tax system. Branding. Social media influence. Advert placement. Scandal management. Innovation.
Selling and buying of rights. Identifying gaps and providing market solutions. Creative business
development. Creative enterprise. Creative economy and the GDP.

PAU-MCM 392 Professional and Personal Skills (2 Units, Required, LH=30)

Learning Outcomes
On completion of the course, students should be able to:
1. Describe at least five elements of professionalism and their manifestations within their chosen career
path.
2. Identify at least five ways in which their chosen career can be of service to communities.
3. Identify at least three strengths and five weaknesses associated with each of the four classical types of
temperaments.
4. Describe five elements of good interpersonal communication differentiating between assertiveness and
aggression.
5. Describe at least five tips for financial responsibility and making good personal budgets.
6. Describe appropriate actions and responses to at least four common medical emergencies.
7. Describe two types of good leadership and describe at least five guidelines for good teamwork.

Course Contents
Professionalism. Job search: interviews, writing applications, CVs, resumes and professional profiles.
Professional work as service to the community. Social responsibility. Self-knowledge. Self-esteem &
assertiveness. Open-mindedness. Emotional intelligence. Temperaments, character development and
personality. Interpersonal communications. Public speaking. Time management. Social etiquette.
Cultivating optimal health: mental and physical. Personal budgets and financial responsibility. Leadership
and Teamwork.

GST 312: Peace and Conflict Resolution (2 Unit C: LH 30)

Learning Outcomes
At the end of the course, students should be able to
1. Analyse the concepts of peace, conflict and security;
2. List major forms, types and root causes of conflict and violence;
3. Differentiate between conflict and terrorism;

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4. Enumerate security and peace building strategies; and

5. Describe roles of international organisations, media and traditional institutions in peace building.

Course Contents
Concepts of peace, conflict and security in a multi-ethnic nation. Types and theories of conflicts: ethnic,
religious, economic, geo-political conflicts; structural conflict theory, realist theory of conflict, frustration-
aggression conflict theory. Root causes of conflict and violence in Africa: indigene and settlers’
phenomenon; Boundaries/boarder disputes; Political disputes; Ethnic disputes and rivalries; Economic
inequalities; Social disputes; Nationalist movements and agitations; selected conflict case studies – Tiv-
Junkun; Zango Kartaf, chieftaincy and land disputes etc. Peace building, Management of conflicts and
security: Peace & human development. Approaches to peace & conflict management --- (religious,
government, community leaders etc.). Elements of peace studies and conflict resolution: Conflict dynamics
assessment scales: constructive & destructive. Justice and legal framework: Concepts of social justice; The
Nigeria legal system. Insurgency and terrorism. Peace mediation and peace keeping. Peace & security
council (international, national and local levels). Agents of conflict resolution – conventions, treaties
community policing: evolution and imperatives. Alternative Dispute Resolution, ADR. Dialogue b).
Arbitration, c). negotiation d). Collaboration etc. Roles of international organizations in conflict resolution.
(a). The United Nations, UN and its conflict resolution organs. (b). The African Union & Peace Security
Council (c). ECOWAS in peace keeping. Media and traditional institutions in peace building. Managing
post-conflict situations/crisis: Refugees. Internally Displaced Persons, IDPs. The role of NGOs in post-
conflict situations/crisis.

ENT 312: Venture Creation (2 Unit C: LH 15; PH 45)

Learning Outcomes
At the end of this course, students, through case study and practical approaches, should be able to
1. Describe the key steps in venture creation;
2. Spot opportunities in problems and in high potential sectors regardless of geographical location; 3.
State how original products, ideas, and concepts are developed;
3. Develop business concept for further incubation or pitching for funding;
4. Identify key sources of entrepreneurial finance;
5. Implement the requirements for establishing and managing micro and small enterprises;
6. Conduct entrepreneurial marketing and e-commerce;
7. Apply a wide variety of emerging technological solutions to entrepreneurship; and
8. Appreciate why ventures fail due to lack of planning and poor implementation.

Course Contents
Opportunity identification (sources of business opportunities in Nigeria, environmental scanning, demand
and supply gap/unmet needs/market gaps/market research, unutilised resources, social and climate
conditions and technology adoption gap). New business development (business planning, market research).
Entrepreneurial finance (venture capital, equity finance, micro finance, personal savings, small business
investment organizations and business plan competition). Entrepreneurial marketing and e-commerce
(principles of marketing, customer acquisition & retention, B2B, C2C and B2C models of e-commerce,
First mover advantage, E-commerce business models and successful E-Commerce companies,). Small
business management/family business: leadership & management, basic book keeping, nature of family
business and family business growth model. negotiation and business communication (strategy and tactics
of negotiation/bargaining, traditional and modern business communication methods). opportunity
discovery demonstrations (business idea generation presentations, business idea contest, brainstorming
sessions, idea pitching). Technological solutions (the concept of market/customer solution, customer
solution and emerging technologies, business applications of new technologies - Artificial Intelligence

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(AI), Virtual/Mixed Reality (VR), Internet of Things (IoTs), Blockchain, Cloud Computing, Renewable
Energy etc. Digital business and E-Commerce strategies).

CMS 302: Foundations of Communication Research (2 Units C: LH 30)

Learning Outcomes
At the end of the course, students should be able to
1. Explain the meaning and features of scientific research;
2. Distinguish between scientific research and other ways of knowing;
3. Discuss the various types of research methods;
4. Explain the practical applications of conducting research;
5. Outline the process of conducting research;
6. Explain sampling procedure, population, sample; and
7. Explain the importance of ethics in media and communication research.

Course Contents
The primary aim of this course is to introduce students to the logic and methods of research in
communication. Principles of research design, instrumentation, data collection and analysis are taught to
enable students apply them effectively. The course will discuss qualitative and quantitative research
methods (Focus Group Discussion, Interview, Participant Observation, Ethnography, Content Analysis,
Textual Analysis, survey, sampling, and research ethics.

MCM 302: Online Journalism (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain new and social media; outline the impact of social networking sites on news gathering and
reportage;
2. Discuss the issue of fake news and social media;
3. Explain the role social media in shaping citizenship and identities;
4. Outline the challenges in using new and social media; and
5. Create and upload contents online

Course Contents
The course will focus emerging waves of social media such as Face book; Twitter, LinkedIn, etc; impact
of social networking sites on news gathering and reportage; issues about social media and potential for
peddling harmful information; social media and the citizenship power; connectivity and access.

Print Major

MCM 304: Foreign Correspondence (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain foreign correspondence;
2. Discuss the development of an elite press corps and the international scene for the country
3. Explain the politics and economics of foreign correspondence; and
4. Outline the skills that will enable the reporter to function effectively as a foreign correspondent

Course Contents
The course emphasises the need for the development of an elite press corps to survey the international
scene for the country. It teaches the students, discusses the politics and economics of foreign

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correspondence and teaches skills that will enable the reporter to function effectively as a foreign
correspondent.

MCM 306: Investigative Journalism (2 Units C: LH 30)

Learning Outcomes
Students should be able to:
1. Have in-depth knowledge of the path and history of investigative journalism;
2. Intelligently discuss the ‘dos and don’ts’ of investigative journalism;
3. Analyse the attributes of the investigative reporter;
4. Identify and reflect on the general principles of investigative journalism; and
5. Examine the basic tips for investigative reporting.

Course Contents
The concept and nature of investigative journalisms. Sources and steps for gathering facts and information
in investigative reporting. Qualities of a good investigative reporter. Principles of investigative journalism.
Crime reporting and sources of crime stories, tips for the crime reporter. Factors responsible for limited
practice of investigative journalism practice in Nigeria.

Broadcast and Film Major

MCM 308: Broadcast Programming, Management and Operations (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Describe the structure of radio/TV station;
2. Describe the setting up of studio, standard operating procedures and use of studio facilities;
3. Explain broadcast management and programming, planning and scheduling;
4. Analyse the nature and process of broadcast management and organization;
5. Explain basic management and economic theory;
6. Apply management and economic theory to the management process in the broadcast business; and
7. Plan and direct outside broadcasts and simulated transmissions or “live” broadcasting.

Course Contents
This course focuses on systematic analysis of radio and television studio/control room technology and the
nature of sound; practical exercises in studio set-up, standard operating procedures and use of studio
facilities. It also looks at the nature and process of management and organization, generally, with particular
reference to types of broadcasting organization and their settings; consideration of the primary operations
of radio and television stations and networks, particularly, programming and personnel and the skills
required to manage them in the interest of society. It shall explore practical daily management of (radio)
stations involving programme planning/ scheduling, traffic control, personnel management; and planning
and directing of special outside broadcasts and simulated transmissions or “live” broadcasting.

MCM 310: International and Foreign Broadcasting (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will;
1. Explain international and foreign broadcasting;
2. Comparatively analyse national systems of broadcasting worldwide in terms of types of ownership,
control, programming purposes and effects or impact; and
3. Explain the purposes and impact of external radio broadcasting stations.

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Course Contents
Comparative analysis of national systems of broadcasting worldwide in terms of types of ownership,
control, programming purposes and effects or impact; consideration of international organisation dealing
with technical facilities and those dealing with programmes; and examination of the purposes and impact
of external radio broadcasting stations.

Public Relations and Advertising Major

MCM 312: Organisation and Management of Advertising and Public Relations Agencies (2 Units C:
LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Outline and discuss the principles of organising and managing advertising and public relations
agencies;
2. Produce a list of guidelines for starting an enterprise in advertising and public relations;
3. Explain the functions of the various departments of a full-service advertising and public relations
agencies; and
4. Discuss good agency/client relationship highlighting the importance of digesting clients’ marketing
problems and proffering ideas that will increase their visibility, sales, reputation and profit.

Course Contents
Establishment of effective guidelines for starting an enterprise in advertising or PR; The organization and
management of the various departments of a full-service agency. It is a practical course for the study of the
importance of advertising and public relations agencies; their management and reasons why clients change
agencies. The course should be reinforced with visits to some frontline agencies in the advertising and
public relations industries to understand agency operations after which the students are expected to prepare
and present in class a proposal for starting and running either advertising or public relations agencies.

MCM 314: International Public Relations and Advertising (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will
1. Explain how to investigate and measure soft power through media communication campaigns and case
studies addressing, trade policy and agenda like human rights, environmental protection and terrorism;
2. Analyse trends, issues and problems confronting public relations departments in multinational
corporations and other organizations involved in international trade and business;
3. Discuss the problems confronting public relations department in multinational corporations explain
international and the complications of cross-cultural and multilingual problems in public relations;
4. Discuss the principles in advertising and their applications in various countries;
5. Explain issues of cultural norms and how not to infringe these; and
6. Discuss the exportation, importation and adoption of foreign advertising and their economic and social
consequences.

Course Contents
The course is focused on behaviour in sciences approach to international communications. It analyses
trends, issues and problems confronting public relations departments in multinational corporations and
other organizations involved in international trade and business. It also examines the exportation,
importation and adoption of foreign advertising programmes and their economic and social consequences;
and deals with principles in advertising and their applications in various countries, issues of cultural norms
and care not to infringe these; choosing appropriate symbols and images; the message and ensuring it is
understood.

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400 Level – First Semester

PAU-MCM 409 Independent Filmmaking (3 Units, Compulsory, LH =30, PH =0)

Learning Outcomes
At the end of the course, the students should be able to:
1. Describe the concept of Independent filmmaking;
2. Explain the history, successes and failures of studio films (the Big 5);
3. Explain the rise of independent (indie) filmmakers (democratic filmmaking);
4. Evaluate the growth of digital content creators for YouTube, Instagram and so on (studio in the
pocket);
5. Analyze monetization of pages; working solo; job creation; interdependency on the digital platforms;
digital contents (lifestyle, travel, food, vlogs, reviews, games etc.);
6. Explain the filming tools, followership and engagement;
7. Identify the eight types of independent films;
8. Outline the ten brand strategies for independent filmmaking;
9. Infer the importance of ethics in independent filmmaking.

Course Contents
Films produced outside the main studio system. History and success/failure of studio systems (the Big 5).
The rise of independent (indie) filmmakers (democratic filmmaking). The rise of digital content creators
for YouTube, Instagram and so on (studio in the pocket). Monetization of pages- working solo; job
creation; interdependency on the digital platforms; digital contents (lifestyle, travel, food, vlogs, reviews,
games etc.). Filming tools, followership and engagement. Reshaping brand strategies for independent
filmmaking. Types of independent films: low budget films; art films; short films, festival films, sport films,
etc. A study of top 20 digital content creators/indie filmmakers such as PewDiePie, Ryan Kaji, Rhett and
Link, Preston Arsement, Dream, Nas Daily, etc. A study of Nigerian digital content creators (I): Comedy
(Taaoma, Kiekie, Brain Jotter, Broda Shaggi, Officer Woos, House of Ajebo and so on). (II) Food (Sisi
Yemi, Zeelicious, Diary of a Kitchen lover and so on). (III) Travel and lifestyle (Travel with Tolu, Alma
Sinobi, Tosin Oyewole, Somto Seeks and so on). (IV) Sports (Larry Kayode, Kenneth Omeruo and so on).
Indie filmmakers in Nigeria (Ema Edosio, Toka McBaror, Clarence Peters, Kemi Adetiba, Zina Saro-
Wiwa,TG Omori and so on). Ethics in independent filmmaking. Business of independent filmmaking.

CMS 401: International Communication (2 Units C: LH 30)

Learning Outcomes
At the end of the course, students should be able to
1. Discuss the structure of international communication, the flow of media/cultural products;
2. Explain the concepts of cultural globalization, cultural imperialism;
3. Explain the roles/functions of international news agencies and media companies; and
4. Explain the role and implications of ict.

Course Contents
This course is an overview of the world’s media systems. The focus will be on the flow of information
between the industrialized and advancing nations; how ideology, culture, economy and international
market structure have all contributed either in hindering or advancing the international flow of news and
entertainment among nations. The scope, characteristics, peculiarities and current issues in international
communication will be exhaustively treated so as to acquaint the student with a thorough knowledge of the
politics and ideological nature of international communication. The course will examine issues like
globalization, ICTs and communication development, new/social media platforms, ownership and control,
cultural imperialism, the role of international News Agencies and such other media organization like CNN,
BBC, Al-Jazeera in global politics. The course will take a critical look at Africa’s place in the digital/cyber

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world. The course should also discuss relevant theories of imperialism and dependency technological
determinism. Discussions in the course should not be limited to the news but should include all the products
of the media and cultural industries. The role of the English language should also be considered.

MCM 401 & 402: Research Project (4 Units C: LH 60)

Learning Outcomes
At the end of this course, the students will
1. Identify a social problem from a communication perspective;
2. Review conceptual and empirical literature to identify a gap the study will fill
3. Operationalise concepts;
4. Apply necessary theories for explaining the problem;
5. Identify and apply the appropriate methods for data gathering;
6. Analyse and present findings using tables, graphs and the measures of central tendency; also use of
themes for qualitative data;
7. Discuss findings in line with literature and theories;
8. Interpret findings; and
9. Write publishable feature/produce a professional project.

Course Contents
Each student is required to select, in consultation with the supervisor a topic/problem and study this in
detail, apply necessary theories/concepts and appropriate methods. Students are expected to initiate and
execute a project following the steps in the research process, or do a feature of some other place that is
professional-oriented and publishable.

MCM 403: Media Attachment (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Discuss the workings of a particular mass media organization where they did their internship;
2. Recall and share experiences on work done in a media organization via written report and class
presentation; and
3. Present a portfolio of work done in media organisation.

Course Contents
Students understudy the operations of a particular media organization under a carefully monitored
arrangement between the Department of Mass Communication and that organization, then give a
comprehensive account of their experience in a written report and class presentation.

MCM 405: Mass Media Law (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will
1. Explain the legal framework within which the mass media operates;
2. Trace the development and constitutional growth of freedom of expression in nigeria; and
3. Discuss the privileges and restraints affecting the mass media, libel, sedition, privacy, contempt
obscenity, copyright, etc. And government regulation.

Course Contents
Study of the legal framework within which mass philosophy bearing upon the mass media, the development
and constitutional growth of freedom of expression in Nigeria, the privileges and restraints affecting the
mass media, libel, sedition, privacy, contempt obscenity, copyright, etc and government regulation.

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MCM 407: Message Design for Development (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Outline appropriate communication activities and media platforms for various development concerns
and participant groups
2. Explain the concept of message development;
3. Discuss the purpose of messages to the communication objective and the participant groups;
4. Outline the importance of message design;
5. Explain the steps involved in message development;
6. Define pretesting;
7. Explain the reasons for messages and materials pretesting;
8. Discuss pretesting concerns;
9. Outline tips for effective pretesting;
10. Design of messages for various participant groups behavioural change communication activities
(design and produce SBCC campaign materials, showcase the messages developed and pre-test
them);
11. Pre-test messages designed and revise accordingly; and
12. Present the messages designed.

Course Contents
This course also explores ways messages can be used to educate people and encourage them to adopt and
enjoy improved life styles using appropriate communication and media platforms. This is against the
backdrop that in today's contemporary society, the channels of communication are ever increasing. It covers
the major steps involved in developing a stateof-the-art health and other development communication
campaign materials; and focuses on communication channels and their importance. In particular, the five
categories of communication channels - mass media, mid media, print media, social and digital media and
interpersonal communication (IPC) will be explores and their advantages and disadvantages. It shall also
explore how to select an appropriate channel mix for a communication response; appropriate channels for
reaching specific audience segments; the concept of message development; purpose of messages to the
communication objective and the participant groups; importance of message design; and steps involved in
message development. Key topics include stakeholders and behavioural analysis, using theory and
formative research to guide message strategies/concepts, pretesting messages with stakeholders, and
reviewing demographic and market research data to inform channel/outreach approaches. All concepts
shall be applied to a semester-long class project in which students conceptualize and design a health,
population and any development issue campaign. Also, major SBCC campaigns in Nigeria shall also be
critiqued; while the ways in which education can be subtly but effectively worked into both new and time-
honoured genres of entertainment in order to foster positive behaviour change shall be examined, because
throughout history, stories, drama, poetry, music, dance and other entertainment formats have been used to
enlighten and educate both adults and children. Practicum shall be the production of evidence-based
messages that respond to relevant needs in contextually appropriate ways. As such, students are expected
to design and produce SBCC campaign materials, showcase the messages developed and pre-test them.
The produced and pre-tested messages shall be revised accordingly.

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400 Level – Second Semester

CMS 402: Communication and Society (2 Units C: LH 30)

Learning Outcomes
1. At the end of the course, students should be able to
1. Discuss the relationship between the media and other social institutions;
2. Highlight the dual character of the media as both commercial and political/ideological organisation;
3. Explain how various social groups are represented in the media and the implications of such
representation;
4. Explain the concept of media power;
5. Outline the notions of professionalism in media and communication practice; and
6. Explain the concepts of mediatization

Course Contents
Examination of the media of communication as social and political institutions with particular attention to
pertinent sociological concepts, themes and problems; the role and relationship of the mass media vis-à-
vis other major social institutions. Focus on the sociology and professionalism of media communicators,
media contents, meaning creation and defining power and the issue of cultural imperialism and media
dependency; internal dynamics and control of media organisations and mass communication politics. The
role of communication in development is critically examined. The course will also discuss media
representation of various social groups, media and gender, ownership and control, the role of advertising
and other forms of financing the media and their implications, issue of media access, the place and role of
alternative media, the internet and changes in media ecology, mediatization of social and political processes
and activities. Critical attention will be paid to the role of the media as the infrastructural/mechanism of
connection, representation, sharing and governing, the role of the media in conflict and the mediatization
of different processes, activities and institutions in contemporary society. Also of interest is the internet
and other ICTs, their characteristics and how they have changed the ecology of communication, the public
sphere and nature of politics and power. The course will also discuss media representation of gender,
minorities.

MCM 404: Mass Media Ethics (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will
1. Discuss the ethical responsibilities of individuals, groups, and organizations engaged in message
construction, transmission or consumption; and
2. Explain ethical and moral standards applicable to the mass media.

Course Contents
Ethical and moral standards applicable to the mass media; Ethical responsibilities of individuals, groups,
and organizations engaged in message construction, transmission or consumption, particularly in the field
of news and public affairs.

MCM 406: Communication for Development (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will:
1. Explain communication for development;
2. Discuss the importance of gender equitable development;
3. Outline the phases in development communication;

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4. Discuss the basics in determining the communication strategies and activities for various development
concerns and stakeholders;
5. Design a basic communication strategy; and
6. Apply development paradigms, theories and models in explaining social and behavioural change

Course Contents
This course introduces students to the theory and practice of behavioural change communication; and is
designed to expose students to the theoretical and practical perspectives which have informed current
thinking in development and social and behaviour change communication (SBCC). Key issues in
development and the use of communication to promote sustainable development will be explored.
Strategies being utilized by development agencies will also be discussed and analysed with a view to
exposing students to a variety of approaches. Also, this course shall examine theories and models of
behaviour change, key approaches to social and behavioural change communication (SBCC) – approaches
aimed at the individual behavioural change, information, education and communication (IEC); and
community level interventions. Students develop strategic planning abilities, along with specific skills in
designing survey instruments and focus groups.

MCM 408: Community Media and Relations (2 Units C: LH 30)

Learning Outcomes
At the end of this course, the students will
1. Research community needs and problems and produce a fact sheet;
2. Audit broadcast the contents (content analysis) with regard to community needs and problems; and the
role and qualities of radio and television;
3. Produce a swot analysis; plan community development projects for implementation through special
radio programmes using the result of the swot analysis and fact sheet;
4. Write and produce a programme;
5. Evaluate the programme for impact;
6. Audit the contents (content analysis) of rural community, small municipalities and urban
neighbourhoods’ newspapers;
7. Explain the audience and business and management procedures of rural community, small
municipalities and urban neighbourhood newspapers;
8. Apply management and economic theory to the management process in the community newspaper
business; write, edit and publish contents for the rural community, small municipalities and urban
neighbourhood newspapers;
9. Define community relations;
10. Discuss community relations and its effectiveness as an element in the overall public relations
programme; and
11. Explain the untraditional approaches using case histories to demonstrate how to cope with crisis
situations.

Course Contents
This course is focused on rural broadcasting, rural community newspaper and community relations. It
analyses community needs and problems with regard to the role and qualities of radio, television and
newspaper. Analysis of community needs and problems with regard to the role and qualities of radio/TV,
planning of community development projects for implementation through special radio/TV programmes;
and programme production and evaluation research; also writing, editing and publishing weekly or regular
newspaper for the rural community, small municipalities and urban neighbourhoods; content analysis,
readership research and business and management procedures. It also looks at relations and how effective
community relations can be an essential element in the overall public relations programme of organisations,
focusing on untraditional approaches and case histories to demonstrate how to cope with crisis situations.

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B.Sc. MASS
COMMUNICATION
PROGRAMME
-(CCMAS)
Programme Regulations Manual