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Mass Communication

Bachelor of Arts in Mass Communication, Major: Advertising

 

The Advertising Major aims to produce creative advertising specialists who:

  1.  craft effective and culturally-appropriate advertisements to promote ideas, services, products, and good will,
  2.  inform and persuade consumers,
  3.  foster favorable attitudes, and
  4.  plan and execute successful advertising campaigns.

 

Advertising students will be able to:

 

  •  Demonstrate a solid theoretical knowledge and understanding of the communication field and the advertising industry, creative solutions, cultural sensitivity, consumer behavior, and advertising ethical and regulatory frameworks.
  •  Demonstrate proficiency in pitching and responding to and implementing the client demands to create effective messages and campaigns.
  •  Exhibit technical skills to produce various types and formats of advertisements in light of the choices and preferences of the target audience.
  •  Demonstrate the ability to think in a very unique and creative manner and utilize various advertising techniques, equipment and software.
  •  Conduct consumer and market research in order to identify attitudes and develop the most effective advertising strategies.
  •  Understand the different aspects of advertising management, process, production, and client demands.
  •  Plan and execute advertisements and campaigns independently or in teams, as required, within the time and budget frameworks.

 

 

- To be admitted to the UTAS Mass Communication Program, prospective students have to have a minimum score of 60% in the General Education Diploma (GED) and a pass in English and Arabic. Students are selected on a competitive basis.

 

- Students are required to successfully finish the General Foundation Program

 

Graduates of Advertising can work in advertising and promotional agencies or the marketing departments of public and private corporations. They can also work in media companies specialized in commercial productions.

Semester 1

This course aims to develop a conceptual understanding of communication process, communication skills, influences of culture and perception in communication, oral presentation skills and basic writing competence, group and organizational communication, and the effect of language on communication.

The course aims at exploring the interface between the media of mass communication and the Omani society. Offered at an elemental stage in the study of the mass media, it takes a simple approach in describing the historical development of the mass media in Oman, beginning from the inception of the Blessed Renaissance in 1970, and in exploring how various facets of society such as government, business and audience impact on media operations and roles, as well as how the mass media themselves have shaped the Omani society over time. Main issues explored include traditional communication methods, media ownership and functions, media use, regulatory controls, media influence on cultural change, advertising and popular tastes, social and economic influences on media, new communication technologies and media literacy.

This course gives the students an overview of Digital Photography and its applications in Mass Communication. The course provides essential skills in using the DSLR camera, various composition strategies, available light techniques, and basic editing skills to produce professional images. The course enables students to use Mobile Phones too as an alternative to the professional camera with acceptable quality

Semester 2

This introductory course in Public Relations provides an overview of both theory and practice of Public Relations. The students will be introduced to the techniques, tools and types of PR field. It will give a bird's eye view of the various types of activities the PRO has to manage, including organizing PR campaigns and his role in crisis management. The lectures also include the relationship with the media and the techniques of writing for media. The course does not fail to discuss the ethics of PR and the latest trends of the field.

This course introduces the basic concepts of journalism and provides an overview of journalistic profession. Students will have a glimpse of the history and development of journalism. They will also gain an insight into the impact and significance of journalism in the contemporary world. They will learn the functioning of newsrooms, and procedures of news reporting, editing and publishing. With a mix of classroom teaching and writing practices, this course is designed to prepare students of communication to take up journalism as a major in the next semester for further specialization. This introductory course is also important for other majors of communication because of its focus on the basic journalistic writing, an inevitable part of all communication streams.

This course aims to develop a conceptual understanding of the constructed nature of mass media, including aspects of media production, media texts and media reception involved in the production of meaning. It focuses on simplified aspects of the central topics of media studies like understanding of the different genres, how visual images can be used as constructed texts, the role of stereotypes and an understanding of the ratings system and programming as well as gives the students an opportunity to understand the historical emergence of the different forms of Mass media.

This course prepares the students with grounding overviews in areas of advertising process and practices such as Advertising Research (including the study of consumer Behavior), Advertising Strategy (including integrated marketing concepts –IMC), Creative Processes (Copy writing and art direction) and Media Communication

Semester 1

This course is about understanding challenges of intercultural communication, biases, listening within and across cultures, ethics of communication, developing intercultural competence etc. It also examines the causes and significance of intercultural differences in verbal and non-verbal communication.

The course will analyze how meaning is created through the manipulation of images and sound in visual media. It explores the role of codes, symbols, typography, text and color in the construction of meaning and in establishing the audience-auteur relationship. The course critically analyses the conventions of narrative structure, sound editing and cinematography in films besides briefly evaluating the impact of the visual media in global society.

This course provides a grounding in the fundamental theory and practice of visual communication. It attempts to develop the students’ practical skills and explore the technical knowledge required for the creation of imagery in a digital context. It provides a critique of contemporary visual culture, surveying the mechanisms by which meaning is constructed through these images. It also attempts to explore the theoretical approaches to image analysis and applies these approaches to the creation of visual messages.

This course explores the nature of both verbal and non-verbal communication skills in interpersonal and intrapersonal contexts; examines areas like time management skills, assertiveness, self-motivation and raising confidence. The course provides an insight into presentation, public speaking and writing skills with an aim to prepare graduates to face the world outside the campus

Semester 2

This course discusses the historical development of theories of communication. It examines and analyses the social and cultural context for these theories. Critically and analytically assesses the continuing validity of these theories in contemporary society, especially in the era of social media communication.

The course explores various dimensions of ethics and morality, both in principles and practice which is fundamental to media as a conscience keeper in mirroring the society and its role in shaping the discourse on reality we live in. It provides understanding the extent and constraints of ethical framework shaped within the larger social political structures and its manifestation in media narratives reflecting contemporary society. It critically evaluates the role of the media while analytically assessing the link between individual morality and the rights and responsibilities of the media to work within ethical frameworks

This course prepares the students with grounding overviews in areas of Popular Culture namely in Contemporary global media which has its role in the formation and distribution of western popular culture as the mainstream world culture. Defining popular culture as the process by which individual identities are positioned in relation to collective experience through the influence of the media content. This course explores the interchange between popular experience and media representations of identity, community and power

This course will introduce students to the role of Photojournalism in the contemporary global media. Defining Photojournalism as the process by which Journalistic aptitudes are combined with the art of photography through the learning process of the basics of Photography and Photojournalism. The course aims to make the students learn Visual storytelling through a series of photographic images, which are thematically linked to provide a broader perspective. In addition, the course will explore the areas of Applied Visual Aesthetics, Visual readings and Applied Ethics in Photojournalism.

Video production is an entry-level course that will serve as an introduction to basic video/film/audio production. The goal of the course is for the student to develop the ability to capture great video images and audio, and to be able to edit those two elements together to tell a story. This course provides a foundation in the theory and practice of Video Production. It attempts to develop the students’ practical skills and explore the technical knowledge required for telling a story using moving images and sound. Students will learn to handle, operate a video camera and shoot on location

Semester 1

This course introduces debates about the impact(s) of various topical issues in media communication. It fosters a critical understanding of the nature, foundation and importance of these debates. Critically and analytically assesses the claims of competing interest groups and stakeholders.

This course introduces debates about the impact(s) of various topical issues in media communication. It fosters a critical understanding of the nature, foundation and importance of these debates. Critically and analytically assesses the claims of competing interest groups and stakeholders.

In this course students will: learn to use a wide variety or qualitative and quantitative methods to collect and analyze data; be taught to think critically about information and become better information users; and develop research strategies. In this course, the students will be guided to choose topics that are relevant to their future.

This course prepares the students with grounding overviews of the process of copywriting and the skills needed to be a successful copywriter. The course describes the role of a copywriter and explains the practice of copywriting in print, broadcast such as radio and television and Internet advertising with practical exercises and projects for assessing the learning outcomes. Throughout the course, the students are prepared to write copy for:
● Copywriting for Print Media
● Copywriting for Radio & TV
● Copywriting for the Web
Working around the Words and pictures work together to produce a creative concept.

Semester 2

The content of this course will consist of the skills related to writing academic essays, reflective essays, analytical reports, with lots of practice on the aspects related to the major – related writing skills. Advertising major will focus on script writing for the course on advertising production , writing slogans with use of new words , adjectives , finding synonyms, rhyming words, writing proposals , Advertising research reports , formulating of creative slogans with expressions in lesser words and creating curiosity in the readers / viewers regarding a product.

This course content consists of understanding advertising research design, testing of hypothesis in advertising research, qualitative operations and interpretations, report writing and evaluation, assessing the impact of advertising campaigns.

This course aims to develop the fundamentals of design, Elements of the design, Image, Colors, Typography, Creative writing, Composition, Web Advertising, Printing Technologies so that students will be able to build on the learning later in the fourth year final projects.

The content of this course covers the social and economic aspects of advertising, consumerism , determinants of consumer behavior and their decision making process, public service advertising, and an overview of Advertising in Oman.

The content of this course focusses on the significance of advertising management, integrated marketing communication, scope of Product branding, planning of advertising and decision making and the future trends in Advertising management.

Semester 1

The strategies and plans involved in advertising, the value of creativity as part of the strategy , different strategies for online advertising, media planning, budgeting, pre-testing and post- testing strategies in campaign evaluation, understanding the competitiveness of market and learning to have the competitive advantage over other brands through setting product strategies and related topics are covered in this course.

Building upon creative ideas through Lateral Thinking, Brainstorming. Parallel Thinking, learning the theories of creativity, Creative Decision making, How to sell an idea, Writing for TV and Print, Writing for Social media, Big idea and USP, Learning through case studies about culture and creativity will be the content of this course.

This course will be an Introduction to illustrator, its Tools & Panels. Students will be mastering the pen tool, learn Logo designing, Building blocks, Working with shapes , text , Art tools , will know about an Artist’s apparatus, Product packaging ,effectively working with all these skills on their portfolio.

Students will develop the understanding on managing mass communication channels, managing digital communications, socially responsible marketing, media planning and Media Mix, promotional Mix, advertising agencies around the world and in Oman. This course will also give them an idea of Integrated marketing communication which is the trend of the day.

Semester 2

This course covers, Broadcast/ Digital advertising, Basic for video production for advertising, Camera handling, Lighting through various workshops given in the studio. The Post production areas like editing fundamentals, Sound production, After effects are also part of the course content in addition of changing trends and future aspects.

The content of this course will consist of topics related to managing social media accounts, managing influencers, data analysis, self - marketing, social media campaigns and marketing strategies and planning, understanding the difference between advertising and social media marketing and how they work together.

This course will consist of practical aspects related to the product shoot like writing the shoot proposal, planning the shoot, designing the logo, and giving shape to the ideas conceived while studying Grad project 1 in the previous semester. Different concepts of designing layouts, promotional mix, media mix, and preparing a portfolio.

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