Undergraduate Programs
BA in Communication Arts / Advertising

Communication Arts takes a broad approach to the study of media and communication. Its aim is to develop the student’s appreciation of the role played by the mass media in society. With the emphasis on a humanistic value-oriented assessment, the programs are designed to develop both the critical faculties and the creative potentials of the students. Students should be thoroughly prepared for a wide range of career opportunities in the media industries, advertising, journalism, public relations and Radio/Television sectors. The Communication Arts Department offers programs leading to the Bachelor Degree in Communication Arts with emphasis in: Advertising, Journalism, Public Relations, and Radio & Television. 

Students who major in Advertising will have careers in account handling, media planning and management, and have creative roles in advertising agencies, in-house advertising, and in the media per se. The programs are set to also train the students to develop their creative ideas; each of the learning units contributes to the growth of the students’ enterprise skills. Emphasis is placed on practical creative thinking and the visual aspects of communicating ideas, products and services to customers and clients.

All Communication Arts students are required to undertake internships pertaining to their respective area of emphasis. All senior students are to present a Senior Project as a condition for graduation.


CSI 200 Computer Literacy ENG 000
ENG 201 Composition & Rhetoric I ENG 200
ENG 202 Composition & Rhetoric II ENG 201
ENG 205 English Communication Skills ENG 202
HMS 201 Active Learning & Research Methodology ENG 001
HMS 301 Western Civilization ENG 201
ENG 200 Writing Skills ENG 001
SOS 215 Human Rights ENG 100 OR ENG 200 OR ENG 105
ADV 210 Advertising Principles ENG 001
COM 200 Broadcast Media Essentials ENG 001
COM 225 Mass Communication Essentials & Theories ENG 200
COM 235 Public Speaking COM 225
COM 255 Software I: Print Media (CSI 201 OR CSI 200) & (ENG 200 OR ENG 100 OR ENG 105)
COM 315 Media Ethics & Law COM 225
COM 340 Media Management COM 225
COM 353 Digital Media Literacy COM 225 & COM 255
COM 375 Media Planning & Audience Analysis ADV 210 & COM 225 & ENG 200
COM 380 Multimedia Communication COM 353 & PHO 215 & RTV 360 & RTV 370
PHO 215 Photography I ENG 200
PRL 210 Public Relations Principles ENG 001
RTV 360 Radio Production I COM 200 & COM 225 & ENG 200
RTV 370 Television Production I COM 200 & COM 225 & ENG 200
ADV 310 Advertising Creativity ADV 250
ADV 340 Psychology Of Advertising ADV 210
ADV 400 Interactive Advertising ADV 310 & COM 353 OR ADV 340
ADV 444 Campaign Design ADV 425
ADV 485 Advertising Internship Senior Standing
ADV 499 Senior Study In Advertising Senior Standing
To be selected from courses of numbers 300 and above offered by the Department of Communication Arts
SMM 201 Intorduction to Social Media ENG 001
SMM 360 Social Media Listening COM 315 & SMM 201
SMM 375 Social Media Strategy SMM 360
SMM 400 Social Media Community Management SMM 375
SMM 444 Social Media Marketing SMM 375 & COM 375
SMM 460 Social Media Analytics SMM 375 & COM 375
ADV 222 Sketching and Illustration ADV 210 & ENG 200
ADV 250 Advertising Copywriting ADV 210 & ENG 201
ADV 360 Print Advertising Design & Production COM 353
ADV 390 Radio & Television Advertising ADV 310 & ADV 340
ADV 425 Art Direction ADV 310 & ADV 390
COM 325 Page Layout & Design COM 255
Course Descriptions
CSI 200
Computer Literacy
This course is an introductory Non-Technical survey of Computer Systems and a study of the social impact of computers. Topics include introduction to the Hardware components of a computer system, input and output devices, storage devices, communications and connectivity, Internet, security, information systems and deep exposition to software applications such as text editors, spreadsheet, and presentation software.
Prerequisite: ENG 000
ENG 201
Composition & Rhetoric I
This is the students' first major encounter with critical thinking, reading, and writing. Students are exposed to themes from different disciplines and are expected to discuss them, read and write about them. The essay of all its types is the writing format dealt with in the first half. A research paper, 5-10 pages in length, follows in the second half.
Prerequisite: ENG 200
ENG 202
Composition & Rhetoric II
In this course, students are expected to engage in deep critical thinking and to construct written arguments in which they decide on a controversial issue. They are helped to think of argument in terms of having an opinion, voicing it persuasively, and supporting it adequately. Hence, they will be analyzing debatable issues appearing in writing and will be introduced to the elements and structure of argument, including the Toulmin model, the rhetorical situation, the traditional categories of claims, the types of proof, logical fallacies and the Rogerian argument. Reading, critical thinking, and writing are taught as integrated processes. There will be essays for analysis, as well as essay topics for development.
Prerequisite: ENG 201
ENG 205
English Communication Skills
Students' communication competence is enhanced by learning the techniques and strategies of public speaking. No other skills are so closely tied to a student's professional success as communication skills. Using what they have learned in other English language courses, students practice and communicate, guided by the fundamental principles of public speaking, and provided with a forum for applying these principles, through a variety of instructional strategies - discussion, class workshops.
Prerequisite: ENG 202
HMS 201
Active Learning & Research Methodology

This is an introductory course that aims at bridging the gap between school and college and develops the student's skills in three areas related to active learning and research methodology. In the first area, the student is introduced to the university's rules and regulations and general guidelines. In the second area, the student hones his/her study skills, namely, developing schedules, improving concentration, developing time-saving test-taking strategies, taking good notes, improving listening and reading skills, and applying strategies to avoid test anxiety. In the third area, the student is introduced to research, armed with the theory, methodology, and techniques of the research process, starting with conceptualization and ending with report writing.

Prerequisite: ENG 001
HMS 301
Western Civilization
This course consists of readings and discussion of the classic great books of Western Civilization, focusing on literary, philosophical, and historical works from ancient Greece and Rome. Readings will be selected from authors such as Homer, Virgil, Ovid, Herodotus, Thucydides, Livy, Tacitus, Plutarch, Plato, Aristotle, Epictetus, Epicurus, Cicero, Seneca, Marcus Aurelius, Plotinus, and Augustine.
Prerequisite: ENG 201
ENG 200
Writing Skills
This course covers the major components of effective communication in English. Students practice paragraph and essay writing and go over the main grammar rules. In addition, they are expected to participate in oral debates and presentations.
Prerequisite: ENG 001
SOS 215
Human Rights
This course is designed to acquaint students with the theory and practice of human rights. It contemplates the primacy of the human being, explores the developments in international law, and offers practical measures in defending, upholding, and promoting these rights.
Prerequisite: ENG 100 OR ENG 200 OR ENG 105
ADV 210
Advertising Principles
This course introduces advertising students to the wide, wonderful world of advertising and encapsulate subjects around the history of advertising, strategy, copywriting, and art direction. Integrated communications are introduced and practiced at an appropriate level. The final project is a complete campaign including print, radio, television and sales promotion.
Prerequisite: ENG 001
COM 200
Broadcast Media Essentials
In this course students are exposed to the basic techniques of radio, television and film from their beginnings to the present. Familiarization with equipment and basic production procedures will be stressed.
Prerequisite: ENG 001
COM 225
Mass Communication Essentials & Theories
In this course, students are introduced to the central concepts of mass communication and the operation of the media industries. History, structure, processes, and social environment of each medium in the communication industry are discussed. Overview of the emerging technologies in mass media and their societal impact will be introduced. This course also exposes students to the processes of communication research as a social science: variables, hypotheses, and theories, and conceptual and operational definition. Students will be introduced to diverse evaluation theories and researches in the field.
Prerequisite: ENG 200
COM 235
Public Speaking
This course provides instruction and experience in how to prepare and deliver speeches within a public setting and group discussion. Emphasis is placed on research, preparation, delivery, and evaluation of informative, persuasive, and special occasion public speaking. Upon completion, students should be able to prepare and deliver well-organized speeches and participate in group discussion with appropriate audiovisual support
Prerequisite: COM 225
COM 255
Software I: Print Media
This course aims at covering the software related to print-based outcomes. Students in this course will mainly study the Adobe Creative Suite package (vector-based, pixel-based and print production) in its diverse implementation techniques to enable them become more proficient in conceptualization and execution of their ideas.
Prerequisite: (CSI 201 OR CSI 200) & (ENG 200 OR ENG 100 OR ENG 105)
COM 315
Media Ethics & Law
This course aims to expand students' ethical awareness through case studies and commentaries about actual media experiences; the students are encouraged to think analytically about a wide spectrum of ethical situations in mass communication. The cases presented cover journalism, broadcasting, advertising, public relations and entertainment. Emphasis is also placed on media laws as regulatory , whether in television, radio, print media and/or advertising.
Prerequisite: COM 225
COM 340
Media Management
In this course, students are introduced to a survey of the art and the science of media management, media managing changes, and the basic elements of organizing print and broadcasting departments.
Prerequisite: COM 225
COM 353
Digital Media Literacy

This course introduces the students to digital information literacy or the ability to effectively access, analyze, evaluate and create digital media. The students will explore new media production skills.

Prerequisite: COM 225 & COM 255
COM 375
Media Planning & Audience Analysis
This course sheds light on how the marketing plans influence the media and the various elements of the marketing mix which interact with media planning. It also emphasizes the importance of audience demographics, psychographics, and product usage variables which would later help them to make creative media decisions in tune with the changing marketplace.
Prerequisite: ADV 210 & COM 225 & ENG 200
COM 380
Multimedia Communication

In this course, the students study the emerging academic field of visual rhetoric, decode how arguments could be based on images, and learn how to think or how to persuade.

Prerequisite: COM 353 & PHO 215 & RTV 360 & RTV 370
PHO 215
Photography I
This course is an intensive study of black and white photography as an essential tool for communication arts. The course covers both the theory and practice of both camera and darkroom. Students explore the principles and techniques of developing, printing, and camera mechanism. Students also explore photography as a basic form of visual communication, and learn about the parallelism between still photography and both cinema and video.
Prerequisite: ENG 200
PRL 210
Public Relations Principles
This course covers the principles and theory of public relations management and organization as practiced all around the world. During the course, students examine the relationships that exist among the various groups and clienteles, the mass media, the employees, the consumers and the society.
Prerequisite: ENG 001
RTV 360
Radio Production I
This course deals with the history of sound; it applies aesthetics and production of sound materials to radio, TV and film. Emphasis is given to non-linear editing and sound processing.
Prerequisite: COM 200 & COM 225 & ENG 200
RTV 370
Television Production I
This course provides the students with the fundamentals of TV production. It focuses on the different department of video production: lighting, camera, audio and editing. The student has full access to the studio and equipment.
Prerequisite: COM 200 & COM 225 & ENG 200
ADV 310
Advertising Creativity
This course will serve as a valuable source of typographical information with which informed design choices can be made to add depth and context to a work
Prerequisite: ADV 250
ADV 340
Psychology Of Advertising
This course performs a definite social function; it emphasizes the psychological impressions and styles of advertising that carry the message to the consumers and cater to their emotions. This course also covers the most controversial and long-standing issues concerning children's advertising and consumer's socialization, in addition to the psychological effects of special selling techniques.
Prerequisite: ADV 210
ADV 400
Interactive Advertising
This course covers the creative side of this new medium, including creating campaigns that integrate new targeting capabilities, E-commerce, learning to set objectives, utilizing the consumers'feedback, targeting specific on-line audiences, designing on-line ads that are effective and much more. An immersion into the new and very dynamic discipline of on-line advertising will be discussed. Students' projects are to include roughs to full up executions on a restricted site.
Prerequisite: ADV 310 & COM 353 OR ADV 340
ADV 444
Campaign Design
In this course, a further and more intensive investigation of the special problems involved in developing "campaign able" concepts is taken. Students explore the opportunities and responsibilities present in the creation of a powerful campaign. Five to eight portfolio-quality campaigns are to be developed during this course. Weekly projects are evaluated during class sessions.
Prerequisite: ADV 425
ADV 485
Advertising Internship
During this course, students do practical training in a professional advertising or media company; hence, exposing them to the real world of advertising and enabling them to translate all their learning into real-life applications.
Prerequisite: Senior Standing
ADV 499
Senior Study In Advertising
The course involves the conceptualization of an advertising campaign for a 'real' client. All the strategic thinking, copywriting and art direction skills developed during previous semesters are to be incorporated into the production of professional level presentation pieces. Individual projects are to be developed after repeated conferences with faculty member and a field supervisor pre-chosen by the head of the department.
Prerequisite: Senior Standing
SMM 201
Intorduction to Social Media
This course gives students an overview of social media world, its history and its evolution globally, regionally, and locally.  It discusses the different uses of major social media platforms, Facebook, Twitter, LinkedIn, Instagram, Snapchat and YouTube. It also introduces the students to the different social media roles and career opportunities in preparation for the job market. It also gives the students the tools to learn how to promote themselves on social media, generate leads, and sell effectively via social media.
Prerequisite: ENG 001
SMM 360
Social Media Listening
 This course introduces students to social media listening and monitoring tools, and why we need to listen in and monitor the online world, the consumers, the competitors, the events, and the trends happening on social media on a daily basis. It allows students to prepare for formulating social media strategies.
Prerequisite: COM 315 & SMM 201
SMM 375
Social Media Strategy
This course takes a deep dive into business strategies, marketing strategies, and gives students the right tools to map them or transform them into social media strategies. It helps students create an end-to-end social media strategy for an organization.
Prerequisite: SMM 360
SMM 400
Social Media Community Management
This course gives students a detailed process of how community management is done, from managing social media platforms for organizations, to customer care and managing crises. Students will both learn theory behind community management and solve real life cases by practicing community management for different types of organizations. It also uncovers all the secrets of idea generation, content development for social media publishing. Students will learn all about engagement and engaging content, how to plan for content and create content pillars for different types of organizations.
Prerequisite: SMM 375
SMM 444
Social Media Marketing
This course gives students all the tools to promote social media content.  Students will learn how to define their social media target audience, study the target market, and promote their organization's content using social media advertising and other marketing tools. It also allows students to dive deeper into the engagement on social media through identifying the right influencers, advocates and ambassadors for the organization to drive and spread content. It gives students an overview of how the influencer outreach happens and how to make the best use of influencers.
Prerequisite: SMM 375 & COM 375
SMM 460
Social Media Analytics
This course allows students to define, set and measure the social media objectives of an organization in preparation for evaluating the performance of their content marketing and social media campaigns.  It helps students analyzes social media data both quantitatively and qualitatively.
Prerequisite: SMM 375 & COM 375
ADV 222
Sketching and Illustration
This course introduces students to the tools of rendering & illustration, including hand and computer techniques. It also covers the use of special effects that can be added to enhance the marketed ideas or products.
Prerequisite: ADV 210 & ENG 200
ADV 250
Advertising Copywriting
In this course students investigate the basic elements of creative writing-rhyme, rhythm, metaphors, and onomatopoeia-as they apply to the production of quality copy for print advertising. All assignments are based on creative strategies to be developed by the students. Weekly projects are evaluated during each class session.
Prerequisite: ADV 210 & ENG 201
ADV 360
Print Advertising Design & Production
In this course, students address concepts and roughs for a series of print ads before making a final design presentation. The course emphasizes quick conceptualization and creative team work. Students are to prepare a larger Final Project whereby critical response will function to sharpen the students' creative responses.
Prerequisite: COM 353
ADV 390
Radio & Television Advertising
In this course, students learn the techniques needed to write for the intimacy of radio's "theater of the mind" and the credible persuasive power of television's mass appeal. For radio, they will learn storytelling, pacing, timing, and dialogue construction and voice actor casting against a background of music and sound effects. Using this same palette of techniques and adding a canvas of moving images, they learn to put on paper the TV commercials they see and hear in their heads. Students are to write and produce a reel of three radio commercials and, working with students in Television1, create two or three sample television spots.
Prerequisite: ADV 310 & ADV 340
ADV 425
Art Direction
The course emphasizes the role that art direction plays in visual communication and recognizes that the designer needs the skills and the knowledge to articulate these skills both verbally and visually. The art director is responsible for the visual aspects of the creative development of a communication(s) and corporate or product image strategy, transforming concepts into images. Partnering with the copywriter, the art director will generate the contents of a TV advertisement, press advertisement or poster message. Advertising campaigns spring from the ability to interpret a company's strategy creatively. Students learn to develop and present their ideas through creative design and layout.
Prerequisite: ADV 310 & ADV 390
COM 325
Page Layout & Design
This course introduces students to one of the most used electronic publishing software: " Quarxpress" and "In-Design". This is an editorial layout design course that exposes students to layout principles, starting with the organization of the documents' sizes, to page setups, number of page, binding left/right, the toolbox to publication; thus, expanding students' knowledge to encompass detailed information about printed matters and publication design.
Prerequisite: COM 255

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