Media and Communication Studies (MDST)
MDST*1000  Introduction to Media Management  Winter Only  (LEC: 3)  [0.50]  
From the foundational principles of effective  leadership to budgeting, this course is  designed to familiarize students with the business  of media management, from macro to micro. After  reviewing the historical foundations of media  industries in the 19th century, this course  introduces students to the structures, processes,  and economics of the modern digital media  business. It explores the economics of media  convergence and evolving communications  technologies and their impact on the internal  operations of media organizations, a knowledge of  which will prove essential for students pursuing  careers in broadcasting, marketing, advertising,  public relations or content strategy.
Restriction(s): MDST*3230. Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*1020  Introduction to Communication  Theory and Mass Media  Fall Only  (LEC: 3)  [0.50]  
This course provides an introduction to essential  theories of communication and traces the history  of communication from early oral traditions  through the dawn of literacy, mass media and the  digital age, with an emphasis on how technologies  of the past two centuries have shaped  communication, and how emerging technologies,  social media and online communities are  continually changing the nature, quality and, most  importantly, the impacts of information we share  with each other.
Offering(s): Also offered  through Distance Education format.  
Equate(s): AHSS*1060  
Restriction(s): AHSS*2190. Registration  in the BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*1030  Visual Communication and Design  Winter Only  (LEC: 3)  [0.50]  
This course is an introduction to the theory and  practices of visual communication design. Students  learn how visual artefacts, as deployed in news  and information media, advertising, marketing  communications, publicity and social media,  influence cultural understanding as well as  consumer behavior. They consider the unique powers  of visual media and explore ethical and legal  issues surrounding the use of images. They also  learn fundamental theories of good design and  apply these to the critique and analysis of a  range of visual communications such as posters,  magazine covers, online publications and marketing  materials.
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*1040  Writing and Research for Media  And Communication Studies I  Fall Only  (LEC: 3)  [0.50]  
This course introduces students to research and  writing at the university level and in particular  for media and communication studies. In addition  to reviewing and refining grammar, construction  and composition skills, students learn the  fundamentals of effective storytelling as well as  the basics of media writing; i.e. writing and  researching for consumer media such as journalism,  public relations and/or marketing platforms. It  covers academic essay-writing, researching primary  and secondary sources, crafting theses related to  media and communication studies and using academic  citation and style.
Restriction(s): AHSS*1210,  AHSS*1290, CSS*1210, FCSS*1210, JUST*1210,  PSYC*1210. Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*1070  Photography  Winter Only  (LEC: 3)  [0.50]  
Students in this class explore the history and  impact of photography on communication via mass  media from newspapers and photojournalism, through  commercial contexts such as advertising and  promotion, to online uses including social media.  Students learn how to create images for a variety  of contexts (e.g. commercial, news, portraiture)  that require different styles and approaches to  image-making and styling. Students also learn the  differences in practice between photojournalists  and commercial or studio photographers, and  develop their skills with software to modify  photographs (and when this is appropriate).
Prerequisite(s): MDST*1300  
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*1090  Organizational Behaviour and Teamwork  Fall Only  (LEC: 3)  [0.50]  
Drawing on concepts and practices from the field  of Organizational Behaviour, including  understanding of group dynamics and communication  skills, this course gives students the skills that  will not only allow them to form and work in  successful, collaborative groups throughout  university, but also form the foundation for  leadership roles in their professional lives.  Students will learn how to properly communicate  and work effectively with others while developing  their leadership skills.
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*1100  Introduction to Journalism and Digital  Storytelling  Fall Only  (LEC: 3)  [0.50]  
This course traces the history of journalism from  ancient times to the networked digital age,  exploring how political, economic, social, legal  and technological contexts have shaped the news  media and vice versa. Students learn the core  concepts of journalistic theory, practice and  ethics, how these are deployed across various  media platforms. Students are also introduced to  the components and practices of transmedia  storytelling.
Restriction(s): MDST*1080.  Registration in the BMCS program.  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*1200  Introduction to Marketing and Public  Relations  Winter Only  (LEC: 3)  [0.50]  
This course will introduce students to the  historical and social contexts of advertising,  marketing and public relations. It will explore  how practices, theories, ethics and regulation  have evolved, as well as the differences and  similarities among promotion, marketing,  advertising and public relations. Students will  learn how practitioners deploy theories of  communication to persuade audiences and to create  and reinforce brand identity. They will examine  the wide range of tools and methods these  practitioners use, and create an integrated  communications plan that demonstrates their  knowledge of these methods.
Restriction(s): MDST*1080. Registration in the BMCS  program.  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*1300  Media Production Toolkit  Fall Only  (LEC: 1, LAB: 3)  [0.50]  
This course introduces students to the fundamental  tools of media production. Students will acquire  technical, hands-on skills that will be developed  and utilized in subsequent courses. Students will  learn photography, audio recording and editing,  video production and post-production, and online  publishing platforms.
Prerequisite(s): 2.00 credits  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*2000  News and Information Gathering  Fall Only  (LEC: 3)  [0.50]  
In this course students learn how journalists  research and develop stories. Students develop  essential media skills including mining sources of  information and leads; interpreting and using  data; creating, refining and pitching concepts;  and conducting research and honing interviewing  skills. Students learn how to cover events and  announcements and are introduced to the different  demands of key beats such as crime, courts,  government, entertainment and sports, as well as  those by different media (print, online, audio,  video).
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*2020  Freedom, Rights and the Media  Winter Only  (LEC: 3)  [0.50]  
Students study the diverse organizational and  industrial structures of the media, and how they  are affected by the political economy and  political systems. They explore the roles of media  in democratic and totalitarian states; and the  role of politics and policy - with a focus on  Canada - on the regulation of media. In addition  to understanding debates over such issues as  access to information and censorship, students  learn and debate the ways political parties and  governments communicate with citizens and vice  versa, and how they use various media to influence  each other.
Prerequisite(s): 2.00 credits  
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*2030  News Writing and Editing I  Fall Only  (LEC: 2, LAB: 3)  [0.50]  
In this course, students focus on the fundamental  elements of writing, style, substantive editing  and copy editing which form the basis of all  journalistic content production. An understanding  of news values aids in the selection and writing  of stories for publication. In addition to  identifying, pitching, researching and writing  compelling news stories and features, students  analyze the writing of peers and identify and fix  factual, spelling, grammar and syntax errors in  their own and colleagues' writing and communicate  the needed changes in a clear and positive manner.  Students learn the essentials of compelling  packaging, including writing effective display  copy and incorporating images with  text.
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*2040  Media Relations  Fall Only  (LEC: 3)  [0.50]  
Focusing on a key element of marketing and public  relations practice, students discover the key  roles that "earned media" and relationships with  news and information media play in any  communications strategy. Students examine the  range of roles and functions of journalists,  analysts and commentators in news outlets,  magazines and other media organizations, and learn  how to work with these entities to achieve  marketing and public relations goals. Students  dissect the impact of media coverage on  organizations, discover how these media connect  with other key stakeholder groups, learn to  develop targeted media relations strategies and  discover the tools and skills required to work  both proactively and reactively with the media.
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*2050  News Writing and Editing II  Winter Only  (LEC: 2, LAB: 2)  [0.50]  
In this course, students build on the journalistic  skills developed in foundational courses, applying  more in-depth and targeted methods to identifying  and mining sources and researching news stories  and features, as well as interviewing, pitching,  writing and editing stories for publication.  Students also learn the basics of covering key  beats, such as politics, health, justice, business  and sports.
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*2070  Digital Graphic Design I  Winter Only  (LEC: 1, LAB: 3)  [0.50]  
Students apply their foundational understanding of  design theory to the practical creation of  original designs. Using industry-standard  software, students learn and practice digital  tools to create graphic artefacts, manipulate and  incorporate photographic images into designs,  experiment with colour, choose, manipulate and  integrate text and design basic but cohesive  layouts involving multiple elements. This course  is prerequisite to Visual Communication  Specialization classes in Years 3 and 4.
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*2080  Writing and Research for Media  And Communication Studies II  Fall Only  (LEC: 3)  [0.50]  
In this course, students learn the differences and  similarities between academic writing and writing  and editing for popular and commercial media. They  learn to use the principles, structures and tools  deployed in producing media for popular  consumption, to analyze classic news values  deployed by media professionals and to apply these  to creating original content. They develop  interview skills and learn how to conduct  background research and write stories using  structures common to news, public relations,  marketing, strategic communications and commercial  content.
Prerequisite(s): 2.00 credits including (1 of MDST*1080, MDST*1100, MDST*1200), (AHSS*1210 or MDST*1040)  
Restriction(s): MDST*1050. Registration  in the BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*2090  Social Media Issues and Perspectives  Fall Only  (LEC: 3)  [0.50]  
This course acquaints students with social media's  "origin story" and allows them to explore the many  forces that have shaped its evolution, such as the  rapid development of technology and changing  sociocultural and commercial attitudes toward  their use. Students will examine social media's  increasingly pronounced impact on the formation  and expression of identity, public policy, and  cultural values. Further, students will explore  and debate current issues in social media  discourse, such as bullying, addiction, the  democratization of media, regulation and  ownership.
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*2110  Transmedia Storytelling  Winter Only  (LEC: 3)  [0.50]  
In this course, students explore the evolving and  increasingly complex relationship between  narrative and what media theorist Henry Jenkins  describes as "convergence culture." After getting  acquainted with current theories on transmedia and  its somewhat dependent relationship with  developing communication technologies, students  will storyboard a transmedia narrative for  potential development in subsequent courses.  Leveraging both established and burgeoning media  platforms, students learn how to tell stories  across multiple media rather than being restricted  to the confines of just one platform.
Prerequisite(s): (AHSS*1210 or MDST*1040), (MDST*1050 or MDST*2080), [(MDST*1100, MDST*1200) or MDST*1080]  
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*2120  Vive la Revolution: Alternative  And Advocacy Media  Fall Only  (LEC: 3)  [0.50]  
In this course, students learn the history of  alternative media, how and why alternative media  have developed in Canada and how social media and  the internet are driving the refinement and  creation of new variations of the form, such as  podcasts, social media posts and newsletters. The  course explains how writers, producers and  publishers both of alternative media and within  legacy (mass) media have used these platforms to  influence behavior and effect societal, political  and public policy change.
Restriction(s): Registration in the BMCS program  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*2150  Data and the Information Society  Fall Only  (LEC: 3)  [0.50]  
In this course, students learn how professionals  in almost every media sector - journalists, public  relations practitioners, marketing professionals  and content strategists - access, gather, store  and use data. They learn how to source  quantitative data as well as mine social and other  public media for detailed and precise information  that they can then use to create content for  specific audiences, map and analyze consumer  behavior, and influence public opinion. Students  learn how data helps practitioners build a story  that audiences will not only believe, but also  feel.
Prerequisite(s): 2.00 credits  
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*2180  Web Design  Winter Only  (LEC: 2, LAB: 2)  [0.50]  
This course examines the principles of successful  web design and provides students with an  understanding of the skills necessary for creating  visually appealing and user-centered websites.  Students will learn the fundamentals of  wireframing and prototyping, information  architecture, accessibility, usability and UX  design. Students will also learn the process of  building and launching a website by following a  creative brief. The course will investigate  emerging technology and trends that impact the  present and future of web design.
Restriction(s): AHSS*3080. Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*2210  Image Processing: Capture and  Manipulation  Fall Only  (LEC: 3, LAB: 2)  [0.50]  
This course allows students to develop proficiency  in creating quality digital images using  industry-standard software. Students learn capture  management techniques including managing tethered  capture and how to import, organize, select,  manipulate, archive, proof and otherwise process  and manage photographs. Students study and  practice the image-making process from shooting  through final production, including photo  retouching and manipulation.
Prerequisite(s): 9.00 credits including MDST*1070  
Restriction(s): Registration in the BMCS program.  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*2510  Studio Lighting Fundamentals  Fall Only  (LEC: 3, LAB: 2)  [0.50]  
Students in this course learn and practice the  fundamentals of working in a studio, concentrating  on tethered image capture and lighting techniques.  Students learn the terminology of, and differences  between, types of studio lighting, and which are  suited to disparate contexts and content demands.  In the studio, they practice working with  different light sources, equipment and  accessories; learn safety protocols and experiment  with different subjects, although the primary  focus is on portraiture and commercial  applications. Note: students use images taken in  this class in concurrent photography courses.
Prerequisite(s): 9.00 credits including MDST*1070  
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3000  Magazine Writing, Editing and  Production  Winter Only  (LEC: 3, LAB: 2)  [0.50]  
This course gives students a thorough grounding in  the magazine industry in Canada, including its  history, role and sociocultural impacts, and  evolution into multimedia, online formats and  other technological innovations. Students learn  the roles of various functions and personnel on a  magazine team, and the stages of production from  audience engagement to developing brand  guidelines, mandates and concepts. They also apply  writing, research and editing skills to writing a  variety of magazine feature stories and editing  those of their peers.
Restriction(s): Registration in the BMCS program.  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3020  Video Journalism  Winter Only  (LEC: 3, LAB: 2)  [0.50]  
In this course, students learn and practice the  writing and production techniques demanded by  video journalism, including television broadcast,  online news and video-sharing sites and as part of  multimedia productions. Students learn how to  write for the ear and for the eye; to use cameras,  sound, and editing software; to interview on  camera and incorporate clips and footage into  compelling video journalism stories. Students  review the work of professional video journalists,  analyze how video is incorporated into online news  sites and multimedia productions and critically  evaluate the effectiveness of television  newscasts.
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3030  Event Management  Winter Only  (LEC: 3)  [0.50]  
In this course students develop their analytical,  organizational, and creative thinking skills as  they prepare detailed live and virtual special  event plans, learn to conduct effective meetings  with clients and colleagues, develop budgets,  draft project plans strategies, detail elements of  execution and consider evaluation methods
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3040  Power, Culture and the Individual  Winter Only  (LEC: 3)  [0.50]  
Using an interdisciplinary approach, this course  critically examines how the media construct,  reinforce, and maintain perceptions of the world,  the development of cultures and concepts of  identity. It explores the role of various media,  including social media, on the development of a  sense of self, including issues related to gender,  sexuality, class, race, ethnicity and ability and  disability, and that identity within the broader  environments of culture and subcultures.
Offering(s): Also offered through Distance  Education.  
Prerequisite(s): 4.00 credits  
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3060  Public Affairs  Fall Only  (LEC: 3)  [0.50]  
In this course, students acquire a working  knowledge of the roles and functions of  governments in Canada, from a public affairs  perspective. They analyze the range of strategies  and comprehensive communications tools used by  public affairs practitioners, government  activities, policies, and regulations, as well as  those deployed on behalf of government departments  and elected officials to disseminate information  and influence public opinion and behaviours.  Students study how Canada's multi-party, three  level political systems coincide with bureaucratic  structures to drive major decision-making and the  parliamentary legislative process.
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3080  Writing for Public Relations  Fall Only  (LEC: 3, LAB: 1)  [0.50]  
In this course, students apply key journalistic  writing and research skills, including  interviewing, identifying news values, writing,  editing and CP style to the creation of effective,  persuasive public relations content critical to  any organization. Students learn to research the  public relations objectives of organizations and  address them by creating a variety of tools  including pitch emails, news releases, media kits,  social media posts, online newsrooms and  newsletters.
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3110  Location Photography  Winter Only  (LEC: 2, LAB: 4)  [0.50]  
Students in this course acquire the skills  demanded by shooting photography on location,  including in a variety of interior and exterior  environments and conditions. They study the use of  portable lighting equipment in supplementing and  manipulating natural and artificial light. They  explore and practice all steps and aspects of  location shoots including planning, research,  preproduction and postproduction - through to  compiling and presenting a complete portfolio.
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3120  Digital Graphic Design II  Fall Only  (LEC: 1, LAB: 3)  [0.50]  
Students in this course learn to design projects  in different formats, and for specific audiences,  messaging and objectives. They learn the  fundamentals of typography; how to write and  design according to a creative brief; the  differences between designing for print and  online, as well as between journalistic (news and  information) environments compared to those of  marketing and corporate communications. They learn  how use visual language to execute branding  objectives, and create a complex design project  that demonstrates knowledge of the advanced  capabilities of digital graphic design software.
Prerequisite(s): 9.00 credits including MDST*2070  
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3170  Writing for Public Relations II  Winter Only  (LEC: 3)  [0.50]  
In this course, students leverage writing skills  by applying them to different audiences and  projects such as speeches, annual/quarterly  reports and employee newsletters. Students learn  how to write in voices other than their own (for  example, those of CEOs or other senior  management). Working in a team, students hone  organizational, teamwork, analytical and writing  skills by such activities as drafting a response  to a request for proposal and presenting an  integrated campaign with multiple written  components.
Prerequisite(s): MDST*3080  
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3180  Audio Storytelling  Fall Only  (LEC: 2, LAB: 3)  [0.50]  
In this course, students discover the power and  production techniques of audio content production,  including broadcast radio stories and features,  podcasts and in multimedia productions. The course  provides an overview of journalistic radio formats  including public and private radio, as well as  podcast distribution and consumption. Students  learn and practice the essential skills of audio  storytelling including writing, interviewing,  using sound and clips, and editing using  industry-standard software.
Restriction(s): Registration in the BMCS program.  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3190  Advanced Research Methods for Media and  Communications Studies  Winter Only  (LEC: 3)  [0.50]  
This course provides Media Studies students with  focused exposure to the research methods most  frequently employed in their field, along with  practical experience evaluating the challenges and  advantages of these methods. This course requires  students to consider the methodological options  available for their focused research initiative in  their final year, conduct a review of scholarly  literature related to a specific topic of thesis  proposal, and outline a preliminary research  proposal.
Offering(s): Also offered through  Distance Education format.  
Prerequisite(s): 10.00 credits including AHSS*1080, AHSS*2020, MDST*1020, (MDST*1050 or MDST*2080), MDST*2020, MDST*3040  
Restriction(s): Registration in the BMCS program  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3210  Video Production I  Fall Only  (LEC: 2, LAB: 3)  [0.50]  
This course introduces students to the key terms,  concepts and techniques required to plan, shoot  and produce video for a range of media purposes  including video journalism, marketing, social  media and corporate communications. Students plan,  shoot, edit and produce video using cameras,  lights and accessories; demonstrate basic  storytelling skills; edit visuals and sound using  appropriate software; constructively critique and  analyze their own work and that of peers, and  incorporate feedback into final  productions.
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3240  Crisis Communications and Reputation  Management  Fall Only  (LEC: 3)  [0.50]  
In this course, students learn how to proactively  monitor, protect and enhance an organization's  greatest asset - its reputation. Through case  studies, individual and interactive group work,  students learn how to earn and maintain the trust  and loyalty of stakeholders, prepare for crises,  prioritize audiences and messages and develop a  social responsibility strategy to build  reputational resiliency.
Prerequisite(s): 9.00 credits including MDST*1200  
Restriction(s): Registration in the BMCS program  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3250  Web Design II  Winter Only  (LEC: 2, LAB: 2)  [0.50]  
In this course students will acquire the  knowledge needed to respond to a requirements  document and build a Web site, using Cascading  Stylesheets (CSS), XHTML and JavaScript. Students  will be required to write, edit, and create  content.
Prerequisite(s): AHSS*3080  
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3260  Art Direction and Production Design  Winter Only  (LEC: 3)  [0.50]  
In this course, students explore the roles and  responsibilities of art directors, production  designers and production design teams in executing  significant visual communications initiatives such  branding and rebranding campaigns, marketing  programs and major projects. Through case studies  and assignments, students analyze and experience  the entire design project lifecycle from pitching,  budgeting, and negotiating with clients, through  design and editing to the final presentation of a  polished campaign.
Prerequisite(s): MDST*3440  
Restriction(s): Registration  in the BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3280  Media Advertising  Fall Only  (LEC: 3)  [0.50]  
This course examines the advertising process, its  role, use, methods, purposes and limitations in  addressing the strategic objectives of  organizations. Students become familiar with  industry roles, agency operations, client  management, media planning and budgeting while  developing ethical and socially responsible  advertising campaigns for broadcast, digital and  print platforms.
Restriction(s): Registration in the BMCS program.  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3310  Media Organizational Leadership  Winter Only  (LEC: 3)  [0.50]  
In this course, students will examine a number of  theories pertaining to leadership as well as  describe and evaluate specific leadership styles.  Through and case studies, students will analyze  different perspectives on how leadership is  evolving in a variety of large, small, and  corporate media organizations within Canada and  internationally.
Restriction(s): Registration in  the BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3320  Engagement & Social Media  For Journalists  Winter Only  (LEC: 3)  [0.50]  
Students in this course explore engaged (or  "social") journalism, produced with and not just  for communities and readers. They discover how to  deploy this 21st-century concept to creating more  impactful journalism by building relationships and  collaborating with audiences. They learn the  skills, tools and methods that journalists in the  world's leading newsrooms use to prioritize and  meet the information needs of audiences, and how  to apply them in their own practices.
Prerequisite(s): 14.00 credits  
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3330  Content Strategy  Fall Only  (LEC: 3)  [0.50]  
This course introduces students to content  strategy and how businesses leverage content as an  integral way to reach and engage with their unique  target audiences. Students will develop fluency  with strategic best practices and various types of  content opportunities, and learn how to identify  the best placements and applications for their  content. From understanding a project's lifecycle  to engaging with its metrics to planning and  creating content, students gain an overview of  content strategy from concept to execution in a  range of media practices including journalism,  marketing and public relations.
Prerequisite(s): 9.00 credits including MDST*1090  
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3340  Analytics for Marketing and  Communications  Fall Only  (LEC: 3)  [0.50]  
This course provides students with a foundational  understanding of the language and terminology  associated with Strategic Content Management. They  will be introduced to foundational data  measurement practices and tools, learning to  collect and analyze valuable data across social,  digital and traditional media channels. Covering  usability, accessibility and content evaluation,  students will gain the skills needed to assess  content success and strategize innovative  promotional campaigns. Students will develop  competency in interpreting information to evaluate  existing content's effectiveness and plan  data-driven marketing and communications  initiatives.
Restriction(s): Registration in the  BMCS program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3350  Web Design III  Fall Only  (LEC: 3, LAB: 2)  [0.50]  
Using industry best-practices and techniques,  students will learn how to make richly  interactive and animated websites to host their  own media and content. Students will be exposed  to some basic development in the current most  popular languages, to help take their websites to  the next level. Animation and design techniques  to support both old and new browser technologies  will be explored.
Prerequisite(s): MDST*3250  
Restriction(s): Registration in  the BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3360  New Worlds: Exploring XR  Winter Only  (LEC: 2, LAB: 2)  [0.50]  
As an introduction to the concepts, tools and  storytelling potential of Extended Reality (XR),  this course allows students to experience and  experiment with immersive technologies such as  Augmented Reality (AR), Virtual Reality (VR) and  Mixed Reality (MR). In addition to gaining a  theoretical understanding of the impactful tools  offered by XR, students will explore its diverse  applications including in immersive journalism,  documentary film and video and marketing. Students  will learn XR production and storytelling  techniques that they will apply to the creation of  their own XR media.
Prerequisite(s): 7.00 credits including (MDST*1050 or MDST*2080), (MDST*1080, MDST*1100 or MDST*1200)  
Restriction(s): Registration  in the BMCS program  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3370  Professional Selling for Media  Winter Only  (LEC: 3)  [0.50]  
This course details strategic selling principles  and models. Students develop skills required for  planning and making sales calls and cultivating  productive relationships with clients. The course  covers prospecting, conducting sales meetings,  making sales presentations and negotiating in the  digital age. In addition, students learn the  consultative approach to selling different media  platforms either separately or in conjunction with  one another.
Restriction(s): Registration in the  BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3380  Photojournalism  Winter Only  (LEC: 2, LAB: 2)  [0.50]  
In this course, students learn how the demands,  genres and techniques of photojournalism differ  from those of commercial, artistic and documentary  photography, as well as the legal and ethical  guidelines that photojournalists in Canada follow.  Exercises and assignments allow them to develop  techniques and skills on both smartphone cameras  and multilens DSLRs for a variety of hard- and  soft-news projects for both editorial and  commercial applications.
Restriction(s): Registration in the BMCS program  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3390  Public Practice  Winter Only  (LEC: 3)  [0.50]  
In this course students learn, develop and  practice the skills they need to apply academic  learning (both theoretical and practical) to the  real-world environments of internships, career  development, employment and the workforce.  Students explore the roles of media professionals,  workforce structures and employment landscapes  relative to their specializations, and become  familiar with how media initiatives and projects  are pitched, staffed, funded and delivered. They  also learn the importance and methods of  developing a professional identity and brand,  including assembling an appropriate portfolio,  pitching materials and interviewing for roles,  jobs and positions.
Restriction(s): AHSS*4080.  Registration in the BMCS program  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3400  SEO Perspectives  Winter Only  (LEC: 3)  [0.50]  
This course shows students how media  professionals, working in a landscape defined by  abundance and complication, tailor content to cut  through the distortion of an overcrowded market to  reach a narrowly defined audience target with a  particular set of interests and behaviours.  Students learn how major search engines work and  how they prioritize certain types of content by  relevance and popularity, and explore the  mechanics of search algorithms, mathematical  optimization, and semantics in order keep their  content current, relevant, and accessible.
Prerequisite(s): 9.00 credits  
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3410  Social Media Strategies  Winter Only  (LEC: 3)  [0.50]  
This course guides students through the  multifaceted process of designing and implementing  a social media campaign that demonstrates an  awareness of the client's brand identity and their  relationship to the consumer base. Leveraging a  case study approach, students analyze both the  strengths and weaknesses of existing social media  initiatives and apply this knowledge to their  social media campaigns for theoretical clients.  Depending on the needs of the client, students  will explore the challenges of branding, choosing  the appropriate combination of social media  platforms, and selecting the visual and textual  elements that properly communicate the client's  desired brand identity.
Restriction(s): Registration in the BMCS program  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3420  The Project Lifecycle  Fall Only  (LEC: 3)  [0.50]  
In this course, students discover the many  different roles within an organization that  contribute to the planning, production,  implementation and maintenance of quality content.  In particular, students become familiar with the  foundational stages of a strategic content  campaign and learn to harness an organization's  personnel and existing content assets in order to  reach an overarching business goal. Students  simulate the content strategy process, create a  balanced, time-conscious workflow, design a  realistic budget and learn to leverage and focus  the talents of a UX designer, information  architect, developer, data analyst and other  members of a content strategy team. As part of a  lifecycle overview, students will ultimately work  toward the production of a content template map,  process workflow diagram and content calendar.
Prerequisite(s): 9.00 credits including MDST*1090  
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3430  Client Relations  Winter Only  (LEC: 3)  [0.50]  
Navigating a client relationship, whether as an  agency employee or an independent practitioner,  involves a number of skills: from effective and  competitive pitching, to contract writing, to  managing expectations, to navigating legal and  ethical imperatives. In this course, students  learn to manage clients of various kinds (i.e.  small not-for-profits to large corporations)  through all stages of a project or campaign and in  an ongoing, profitable relationship.
Restriction(s): MDST*3220. Registration in the  BMCS program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3440  Motion Graphics  Winter Only  (LEC: 1, LAB: 3)  [0.50]  
Students in this course focus on the creation of  motion graphics and incorporating them into  compelling designs using industry-standard  software. In addition to evaluating the uses,  applications and effectiveness of motion graphics,  students apply them to the creation of successful  information and marketing vehicles such as  advertisements, social media campaigns, PSAs and  other communications vehicles.
Prerequisite(s): MDST*3120  
Restriction(s): Registration in the BMCS program  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3450  Social Media Analytics  Winter Only  (LEC: 3)  [0.50]  
Students in this course explore the ways in which  social media have empowered consumers, while  simultaneously creating a multitude of  opportunities for organizations to engage with  consumers in real time. They learn how marketers  gather important data from social media and gain  insights that allow them to create and deploy  highly targeted campaigns. Students discover how  to use powerful analytics tools, such as  engagement analytics, social network analysis,  sentiment analysis and targeted influence, to  leverage social media data to meet marketing  objectives.
Prerequisite(s): 10.00 credits including MDST*2090  
Restriction(s): Registration in the  BMCS program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3460  Advanced Analytics for Marketing and  Communications  Winter Only  (LEC: 3)  [0.50]  
This advanced course in marketing and  communications analytics emphasizes critical  thinking and sophisticated data management skills.  Students will explore diverse measurement and data  analytic methods used to perform competitor  analysis, identify strategic advantage, and refine  their evaluation capabilities. By using metrics,  monitoring techniques and applying strategic  analysis frameworks, they will evaluate existing  content and campaign efficacy and develop  recommendations for enhancement. This course will  guide students through conception, execution, and  evaluation of strategic campaigns that align with  specific business goals. Special emphasis is  placed on harnessing the potential of social and  digital media, equipping students with proficiency  using modern analytics tools for engagement,  sentiment, and search analysis, web traffic  analysis and influencer research.
Prerequisite(s): 9.00 credits including MDST*3340  
Restriction(s): Registration in the BMCS program  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3470  Audits and Analysis  Winter Only  (LEC: 3)  [0.50]  
In this course, students focus their broader  investigation of the project lifecycle with an  in-depth examination of content audit and analysis  processes. To design an effective promotional  campaign, the content strategist must analyze the  efficacy of the organization's existing digital  assets in order to determine which items are  advancing, and which are hindering, the pursuit of  business objectives. To this end, students will  conduct detailed content inventories, qualitative  and quantitative analyses of asset performance,  and metadata analytics aimed at leveraging  existing resources to promote audience engagement.  Students will then propose a strategic campaign  based on the results of a detailed positioning  report that includes these metrics.
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3480  Specialized Public Relations  Winter Only  (LEC: 3)  [0.50]  
In this course, students explore the demands and  practices that are specific to common specialties  in public relations, such as community relations,  employee engagement, donor or sponsor relations  and investor relations. They learn how  professionals in these areas define and target  their audiences, about the tools and methods  specific to each discipline and how they align and  work with other functions in a professional or  work environment. Students also examine key  differences in the priorities and methods used by  not-for-profit and for-profit organizations.
Prerequisite(s): 14.00 credits  
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*3490  Freelancing and Small Business  Development for Media Professionals  Winter Only  (LEC: 3)  [0.50]  
In this course, students learn how to leverage  their existing skills to monetize the provision of  a valued service with the development of a  freelancing or small business agenda.  Drawing on  their project management skills, students will  learn about bidding, contracts, and industry  standards.  Further, students will learn to  harness their network and reputations to acquire  new clients, position themselves as desirable  industry experts, and develop multiple revenue  sources in order to secure and maintain a  consistent income.
Prerequisite(s): 14.00 credits  
Restriction(s): Registration  in the BMCS program  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*3500  Project Management for Media and  Communications  Fall Only  (LEC: 3)  [0.50]  
This course introduces students to project  management fundamentals that can be applied to a  wide range of digital media and creative projects.  Students will explore project management  methodologies and frameworks, and gain the skills  necessary to successfully plan, execute, and  deliver media-related projects.
Prerequisite(s): 9.00 credits  
Restriction(s): MDST*3420. Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*4000  Media Practices I  Fall Only  (LEC: 3)  [0.50]  
In this class, students conduct the foundational  research, analysis, project planning and  organization required to execute their capstone  projects the subsequent semester. By researching  multidiscipline, multimedia projects such as  publications, websites, communications plans,  media events and showcases students hone their  understanding of current practices, issues and  media environments. They then organize and draft  the teams, plans, timelines, budgets and other  documents they will follow to execute a  significant, multidiscipline media production.
Prerequisite(s): 14.00 credits  
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*4010  Media and Communication Studies  Internship  Summer, Fall, and Winter  (LEC: 1, LAB: 16)  [1.50]  
Students gain practical experience in the media  industry completing an internship, normally 240  hours, in a media-related environment. Instructors  and placement staff meet with students to review  the internship process and requirements. All  internships require the completion of assignments,  deliverable to the course instructor, that prepare  students for the workplace and consolidate their  understanding of their industry and profession. A  pass/fail grade will be assigned upon completion  of the course.
Prerequisite(s): 14.00 credits  
Equate(s): MDST*4060, MDST*4070,  MDST*4180, MDST*4190, MDST*4200  
Restriction(s): Registration in the BMCS program  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*4020  Case Studies in Public Relations  Fall Only  (LEC: 1, LAB: 3)  [0.50]  
Using the case study method, students review and  analyze issues faced in public relations,  including dilemmas, crises and opportunities that  have presented themselves to professionals and  agencies. In identifying, evaluating, developing,  presenting and debating solutions, they apply  their understanding of media environments, social  media dynamics and tools, audience behavior models  and public affairs.
Prerequisite(s): 14.00 credits  
Restriction(s): Registration  in the BMCS program  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*4030  Case Studies in Media Management  And Analytics  Fall Only  (LEC: 3)  [0.50]  
In this course, students explore a series of case  studies comprising both qualitative and  quantitative data relating to existing promotional  campaigns. Working in teams, they apply their  knowledge of theory and practice to designing  strategic solutions to shortcomings identified in  different areas within the media industries.  Students will be expected to manage themselves in  teams, coordinate the production of persuasive  rationalizations for case resolutions, and defend  these solutions in the context of an inclusive  class discussion.
Prerequisite(s): 14.00 credits including AHSS*2030  
Restriction(s): Registration in  the BMCS program  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*4040  Multimedia Journalism Production  Fall Only  (LEC: 2, LAB: 3)  [0.50]  
This course allows students to apply knowledge and  skills in multiple media formats and disciplines  (for example, videography, audio journalism,  online writing and production, data journalism,  etc.) to the creation of an in-depth journalistic  production incorporating at least three of these  media. Students analyze and critique multimedia  projects from several sources, then plan, create,  edit and produce their own multimedia story from  initial concept through publication.
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*4080  Media in the Global Context  Winter Only  (LEC: 3)  [0.50]  
In this course students examine how the  communications technology, media and cultural  industries have driven what we know as  globalization and given rise to international  political, social and media revolutions and  counterrevolutions. The course surveys and  critically evaluates the major debates, critical  perspectives, and theories pertaining to the roles  of media and media companies (including social  media) on politics, social structures and cultures  around the world.
Offering(s): Also offered  through Distance Education  format.  
Prerequisite(s): 10.00 credits  
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*4090  Web Design IV  Winter Only  (LEC: 3)  [0.50]  
In this advanced web design course, students  tackle a series of applied projects that  facilitate the exploration of topics like database  design, scalability, and user experience.  Students will learn how to properly write and use  application program interfaces (APIs), build  functional and interactive user interfaces (UIs),  and develop their fluency with CSS, XHTML, and  JavaScript.  In addition, this course will also  provide an introduction to emerging programming  languages like Python and their associated  open-source web frameworks such as Django.
Prerequisite(s): MDST*3350  
Restriction(s): Registration in the BMCS  program  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*4170  Video Production II  Winter Only  (LEC: 3, LAB: 2)  [0.50]  
In this course students learn to create complex  corporate communications, marketing and/or  promotional videos with clearly defined audiences,  messaging and objectives. They learn to write and  follow creative briefs, write proposals and  scripts, work on location as well as in studio and  evaluate the effectiveness of final productions.
Prerequisite(s): MDST*3210  
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*4210  Media Practices II  Winter Only  (LEC: 3, LAB: 3)  [1.00]  
In executing a clearly defined and comprehensively  planned project, students in this course apply the  skills of their specializations to a capstone  endeavour that reflects current professional media  practice. Working within their area of emphasis,  students may collaborate with students in other  media disciplines on an immersive endeavour that  showcases creativity, organization, understanding  of the modern media landscape and professionally  applied skills.
Prerequisite(s): 14.00 credits including MDST*4000  
Restriction(s): Registration in  the BMCS program.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*4240  Broadcast Studio Production  Fall Only  (LEC: 3, LAB: 3)  [0.50]  
In this studio-based course, students learn to  work as members of a production crew on a live,  multi-camera broadcast project. They will learn to  create multi-camera productions both in studio and  on location by developing a concept, then  subsequently directing a live or live-to-tape  production using equipment such as studio cameras  and pedestals, lighting consoles, teleprompters,  audio mixers and video switchers. Students will  apply video and audio editing techniques to  package their final recording for distribution.
Prerequisite(s): MDST*4170  
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*4400  Special Topics in Media and  Communication Studies  Fall and Winter  (LEC: 3)  [0.50]  
In this specialized course, students will explore  timely and significant issues that are important  to their understanding of the current media and  communications landscape. They will also  investigate the impact of these issues on their  future roles in the media industry. The course  content and availability will vary annually.  Subject matter will vary according to the  instructor and will consist of topics not  otherwise available in the curriculum.
Prerequisite(s): 12.00 credits  
Restriction(s): Registration in the BMCS  program.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*4410  Media Studies Thesis I  Summer and Fall  (LEC: 3)  [0.50]  
This is the first of two courses intended to  facilitate completion of an undergraduate thesis  project and the development of research-related  skills. The major goals of this course are to: 1)  increase knowledge and applied research skill sets  in a specific area of media studies; 2) enhance  the understanding of research principles and  project coordination; 3) increase understanding of  the ethical issues in a research context; and 4)  enhance scientific writing and presentation  skills. Under the supervision of a faculty member,  the student will develop a research proposal and  make a formal presentation describing their  proposal to the class.
Prerequisite(s): 14.00 credits including MDST*3190 and 75% cumulative average.  
Restriction(s): MDST*4510.  Registration in the BMCS program. Chair  consent required.  
Department(s): Media &  Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*4520  Media Studies Thesis II  Winter Only  (LEC: 3)  [1.00]  
This course provides students an opportunity to  gain first-hand experience in carrying out  research in the field of media. Having previously  developed a research question, conducted a  comprehensive review of the relevant literature  and designed a research study in Media, students  will conduct the study, analyze the data, report  on the findings and write a thesis paper under the  supervision of a faculty member.
Prerequisite(s): Minimum grade of 75% in (MDST*4410 or MDST*4510)  
Restriction(s): MDST*4210. Registration in the BMCS program.  Chair consent required.  
Department(s): Media & Communication Studies  
Location(s): Guelph-Humber Campus  
MDST*4900  Independent Study in Media Studies  Summer, Fall, and Winter  (LEC: 3)  [0.50]  
The independent study course is designed to  provide senior undergraduate students with an  opportunity to pursue library or field research  under faculty supervision and to prepare an  integrated paper or literature review. Formal  agreement between the student and the faculty  supervisor is required, as is approval of the  Chair.
Prerequisite(s): 15.00 credits  
Restriction(s): Registration in the  BMCS program. Instructor consent  required.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  
MDST*4910  Independent Study in Media  Summer, Fall, and Winter  (LEC: 3)  [0.50]  
The independent study course is designed to  provide senior undergraduate students with an  opportunity to pursue library, field research or  project under faculty supervision and to prepare  a research report of literature review. Formal  agreement between the student and the faculty  supervisor is required, as is approval of the  Chair.
Prerequisite(s): 15.00 credits  
Restriction(s): Registration in the  BMCS program. Instructor consent  required.  
Department(s): Media & Communication  Studies  
Location(s): Guelph-Humber Campus  

