Bachelor of Applied Arts in Media and Communication Studies (BMCS) - Diploma in Media Communications
The methods and technologies we use to create and transmit information, persuade others and build communities are evolving rapidly and continuously. While established media brands adapt new ways of storytelling, creators and consumers alike in a range of media disciplines use new tools to inform, share and influence.
At the University of Guelph-Humber, the Media and Communication Studies program allows students to explore emerging trends and technologies and to study the historical, social, cultural and ethical dimensions of the field through courses that challenge them to think critically. Other courses teach students how to work, both individually and in team environments, to produce content using industry-standard methods, software, tools and practices.
Specializations are offered in Multimedia Journalism, Public Relations, Visual Communication, Digital Marketing and Social Media, and Media Management and Analytics. Students in all specializations are required to complete 20.00 credits in order to be eligible for graduation: 10.50 core media studies credits, 3.50 restricted elective and specialization credits and 1.50 elective credits. Students must complete these requirements in order to be eligible to graduate with both the university honours degree (awarded by the University of Guelph) and the college diploma (awarded by the Humber Institute of Technology and Advanced Learning). No option exists to graduate with only one of the above listed credentials as the program is fully integrated.
All students are also required to complete an internship (200+ hours), and have the option to research and write a major thesis in their final year.
Specializations
Specializations are offered in Digital Marketing and Social Media, Media Management and Analytics, Multimedia Journalism, Public Relations and Visual Communication. Students in all specializations are required to complete 20.00 credits in order to be eligible for graduation: 10.50 core media studies credits, 3.50 restricted electives, 4.50 specialization credits and 1.50 elective credits. Students must complete these requirements in order to be eligible to graduate with both the university honours degree (awarded by the University of Guelph) and the college diploma (awarded by the Humber Institute of Technology and Advanced Learning). No option exists to graduate with only one of the above listed credentials as the program is fully integrated.
All students are also required to complete an internship (200+ hours), and have the option to research and write a major thesis in their final year.
Digital Marketing and Social Media (DMSM)
The Digital Marketing and Social Media specialization combines the fundamental principles of marketing with the evolving study of social media and its relationship to consumer behavior. Students in this stream learn how to market a product, service, or concept to an audience using social media platforms in addition to other methods. Courses include those that focus on search engine optimization techniques, social media analytics and effective web design.
Media Management and Analytics (MMA)
Students in the Media Management and Analytics stream focus on the development of various media enterprises and organizations. Students learn about business operations as this term applies to the media industry specifically, but also develop a knowledge of strategic communications in general, and content strategy in particular. In addition, Media Management and Analytics students learn to gather and leverage research while developing their data management skills. Graduates of this specialization are employable in a range of areas related to promotion, which covers everything from digital advertising to content strategy, to data analytics.
Multimedia Journalism (MJ)
In Multimedia Journalism, students have the opportunity to write and produce reportorial and editorial content using a range of media. The program features training in writing and production for news sites, print and online magazines, audio journalism, video journalism and using multimedia tools. Students have access to a state-of-the-art studios, equipment and software.
Public Relations (PR)
The Public Relations stream teaches students to communicate effectively for business, government, and other organizations using contemporary practices and tools. They develop writing, pitching, content strategy and planning skills in courses that focus on such skills as media relations, event planning and management, crisis communications, reputation management and content strategy.
Visual Communication (VC)
Students in the Visual Communication stream are exposed to all aspects of photography, including studio lighting, location photography and image capture and manipulation; digital graphic design that incorporates visual communication and design theory in the creation of still and motion graphics, photography manipulation, marketing and editorial layouts, art direction and production design; and videography, including storyboarding, video storytelling, shooting and editing video and sound.
Conditions for Graduation
In addition to meeting all program specific course and credit requirements, students must have a minimum 60% cumulative average in order to be eligible for graduation. Students will not normally be eligible to graduate while on Probationary status or Required to Withdraw status. A student denied graduation while on Probationary status or Required to Withdraw status may submit a request for Academic Consideration to the Academic Review Sub-Committee.
Media and Communication Studies Program – Schedule of Studies
DMSM = Digital Marketing and Social Media only
MJ = Multimedia Journalism only
MMA = Media Management and Analytics only
PR = Public Relations only
VC = Visual Communication only
Note: All courses are weighted 0.50 credits unless noted otherwise.
Code | Title | Credits |
---|---|---|
Semester 1 | ||
MDST*1020 | Introduction to Communication Theory and Mass Media | 0.50 |
MDST*1040 | Writing and Research for Media And Communication Studies I | 0.50 |
MDST*1090 | Organizational Behaviour and Teamwork | 0.50 |
MDST*1100 | Introduction to Journalism and Digital Storytelling | 0.50 |
0.50 electives | 0.50 | |
Semester 2 | ||
AHSS*1080 | Ethical Issues in Media | 0.50 |
MDST*1200 | Introduction to Marketing and Public Relations | 0.50 |
MDST*2020 | Freedom, Rights and the Media | 0.50 |
0.50 electives | 0.50 | |
Select 0.50 credits from the following: | ||
AHSS*2130 | Subcultures in Mainstream Media | 0.50 |
MDST*1000 | Introduction to Media Management | 0.50 |
MDST*1070 | Introduction to Photography 1 | 0.50 |
Semester 3 | ||
AHSS*2030 | Contemporary Narrative | 0.50 |
MDST*1030 | Visual Communication and Design | 0.50 |
MDST*2080 | Writing and Research for Media And Communication Studies II | 0.50 |
MDST*2090 | Social Media Issues and Perspectives | 0.50 |
MDST*2150 | Introduction to Data and the Information Society 2 | 0.50 |
or MDST*2120 | Vive la Revolution: Alternative And Advocacy Media | |
Semester 4 | ||
AHSS*2020 | Presentations and Persuasion | 0.50 |
MDST*2110 | Transmedia Storytelling | 0.50 |
MDST*3040 | Power, Culture and the Individual | 0.50 |
MDST*2070 | Digital Graphic Design I 3 | 0.50 |
or AHSS*2130 | Subcultures in Mainstream Media | |
0.50 electives | 0.50 | |
Semester 5 | ||
AHSS*3220 | Law and the Media | 0.50 |
Select 0.50 credits from the following: | ||
MDST*2000 | News Gathering (MJ) | 0.50 |
MDST*2040 | Media Relations (PR) | 0.50 |
MDST*2210 | Image Processing: Capture and Manipulation (VC) | 0.50 |
MDST*3420 | The Project Lifecycle (MMA, DMSM) | 0.50 |
Select 0.50 credits from the following: | ||
MDST*2030 | News Writing and Editing (MJ) | 0.50 |
MDST*2510 | Studio Lighting Fundamentals (VC) | 0.50 |
MDST*3080 | Writing for Public Relations I (PR) | 0.50 |
MDST*3280 | Media Advertising (MMA) | 0.50 |
MDST*3410 | Social Media Strategies (DMSM) | 0.50 |
Select 0.50 credits from the following: | ||
AHSS*3080 | Introduction to Web Design (DMSM) | 0.50 |
MDST*3060 | Public Affairs (PR) | 0.50 |
MDST*3180 | Audio Journalism (MJ) | 0.50 |
MDST*3210 | Videography I (VC) | 0.50 |
MDST*3340 | Media Management Analytics I (MMA) | 0.50 |
Select 0.50 credits from the following: | ||
MDST*3120 | Digital Graphic Design II (VC) | 0.50 |
MDST*3330 | Introduction to Content Strategy (MJ, PR, DMSM, MMA) | 0.50 |
Semester 6 | ||
MDST*3390 | Public Practice | 0.50 |
Select 0.50 credits from the following: | ||
MDST*3030 | Event Management (MMA) | 0.50 |
MDST*3190 | Advanced Research Methods for Media and Communications Studies | 0.50 |
MDST*3360 | New Worlds: Exploring XR (MJ, VC, DMSM) | 0.50 |
MDST*3380 | Photojournalism (MJ, VC) | 0.50 |
MDST*3430 | Client Relations (PR, DMSM, MMA) | 0.50 |
Select 0.50 credits from the following: | ||
MDST*3000 | Magazine Writing, Editing and Production (MJ) | 0.50 |
MDST*3170 | Writing for Public Relations II (PR) | 0.50 |
MDST*3370 | Professional Selling for Media (MMA) | 0.50 |
MDST*3440 | Digital Graphic Design III (VC) | 0.50 |
MDST*3450 | Social Media Analytics (DMSM) | 0.50 |
Select 0.50 credits from the following: | ||
MDST*2050 | Specialized Reporting (MJ) | 0.50 |
MDST*3030 | Event Management (PR) | 0.50 |
MDST*3110 | Location Photography (VC) | 0.50 |
MDST*3250 | Web Design II (DMSM) | 0.50 |
MDST*3460 | Media Management Analytics II (MMA) | 0.50 |
Select 0.50 credits from the following: | ||
MDST*3020 | Video Journalism (MJ) | 0.50 |
MDST*3240 | Crisis Communications and Reputation Management (PR) | 0.50 |
MDST*3310 | Media Organizational Leadership (MMA) | 0.50 |
MDST*3400 | SEO Perspectives (DMSM) | 0.50 |
MDST*4170 | Videography II (VC) | 0.50 |
Semester 7 | ||
MDST*4010 | Media and Communication Studies Internship | 1.50 |
Select 0.50 credits from the following: | ||
MDST*4000 | Media Practices I | 0.50 |
MDST*4410 | Media Studies Thesis I | 0.50 |
Select 0.50 credits from the following: | ||
MDST*3350 | Web Design III (DMSM) | 0.50 |
MDST*4020 | Case Studies in Public Relations (PR) | 0.50 |
MDST*4030 | Case Studies in Media Management And Analytics (MMA) | 0.50 |
MDST*4040 | Multimedia Journalism Production (MJ) | 0.50 |
MDST*4240 | Videography III (VC) | 0.50 |
Semester 8 | ||
MDST*3490 | Freelancing and Small Business Development for Media Professionals | 0.50 |
MDST*4080 | Media in the Global Context | 0.50 |
MDST*4210 | Media Practices II | 1.00 |
or MDST*4520 | Media Studies Thesis II | |
Select 0.50 credits from the following: | ||
MDST*3260 | Art Direction and Production Design (VC) | 0.50 |
MDST*3320 | Engagement & Social Media For Journalists (MJ) | 0.50 |
MDST*3470 | Audits and Analysis (MMA) | 0.50 |
MDST*3480 | Specialized Public Relations (PR) | 0.50 |
MDST*4090 | Web Design IV (DMSM) | 0.50 |
- 1
Note: MDST*1070 is a prerequisite for VC specialization courses in years 3 and 4, and for MDST*3380 Photojournalism
- 2
Note: MDST*2150 is a prerequisite for the MMA Specialization in years 3 and 4
- 3
Note: MDST*2070 is prerequisite for the VC Specialization in years 3 and 4.