bachelor of journalism and commu studies

1.0 Programme description

The purpose and relevance of this program is based on answering these two questions; “Why study communication?” and “Why study journalism?”

Seeking to answer the question why study communication, it is important to bear in mind that life in the 21st century is shaped by the effects of globalization which has at its core the art and science of communication. Through communication, humanity explores, learns, discovers. Peoples and cultures and individuals come to understand each other better. Social ties are strengthen and cultural energy surges. Communication is in fact a staple of human interaction; from workplace co-operation and corporate public relations to TV programming, e-commerce and the promotion of government health and environmental policies, communication weighs in at every level.

Professional and family activities, as well as our leisure time, are all governed by information and communication technologies, whether more traditional like print media, radio, cinema, television or more recent like Web, cell phones, blackberries tablets etc.

Communication is one of the engines of modern times; therefore there is need to study its internal mechanisms so that we can in turn better understand and influence the world we live in. This program therefore seeks to enable students who are fascinated by the world around them to appreciate the importance of human relations whether media-based or not, and have a keen interest in social and cultural phenomena.

The program targets two categories of students. Students in the first category are those that hope to work in communications firms, as media or public-relations officers, as communication plan designers, as information officers or as journalists. The second category is made up of students that focus more on research and see themselves as analysts in fields like broadcasting and cinematographic policy.

Both need communication studies in order to promote the well-being of fellow citizens Answering the question why students should study journalism! It is basically to empower students with skills to keep fellow citizens informed. Journalism is arguably the most important and legitimate branch of communication. It is an essential activity, whether exercised through traditional or more recent media it evolves and develops all the time.

Society as a whole needs competent, well-trained journalists who can share information effectively and impartially- especially now that anyone can tap into high-tech channels to publish or broadcast all sorts of news and views where accuracy, thoroughness and even simple truth fall by the wayside. This program seeks to train journalists that will help the average information-swamped citizen cut through the trivial and focus on the truly meaningful; armed with hard facts and solid reports, readers can then make good decisions, both for themselves and for others.

The program will equip students with key qualities they will continue to strengthen over time. Apart from natural curiosity, a passion for facts and information they will get to know that true journalists are not out to serve a specific cause, but rather to serve the public good. To share nothing but the best-quality information available, insist on truth and relevance, on thorough, in-depth research and on rigorous presentation, good presentation and to wield both of these abilities as a technical tool and as an art form. Finally, bearing in mind that fairness and integrity are a journalist’s passport to credibility and legitimacy.

In addition the course opens avenues for students to understand what exactly public relations and media management is all about. PR is all about building relationships to advance, promote, and benefit the reputation of oneself, department and institution, it is about communicating a message to gain allies, advocates, supporters in the community and the institution, It aids in marketing the department for recruitment purposes and can lead to improved quality of student applicants, It demonstrates to funding agencies that you are making a difference and actually have results, It can improve the reputation of an individual department, It can lead to strong community and industrial partnerships, and even financial support, When done correctly, it can provide a greater result than advertising at a lowest cost.

A student well exposed to such a rich content will never remain the same It is in the view of the program’s rich and relevant content that Cavendish University chose to include it on its marketable running programs

2.0 Programme objectives

General Objective

The General objective of the Bachelor of Mass Communication Program at Cavendish University Uganda is to train students in communication and media courses producing high calibre Journalists, Media and Public Relation professional to support sustainable development of the communication industry in Uganda and the rest of the Africa.

The programme is to provide students with a strong theoretical and practical foundation in the fields of Print Media, Broadcasting, Multi-Media (Internet-based operations), Public Relations, Advertising and Photojournalism.

Specific Objectives The specific objectives of this programme are to:

  • Enable the students to acquire knowledge, skills, attitudes and values in public communication in order to create awareness in society
  • Enable the students to critically analyse contemporary issues in society and disseminate information through various mass media
  • Equip graduates with the right knowledge and skills that should enable them to become more competitive, creative, and enterprising in both the local an international mass media environments
  • Train students in appropriate technology to collect, process, store and disseminate information with accuracy in a fair objective and balanced manner.
  • Train students to be self-motivated in utilizing skills and knowledge acquired to develop mass communication careers and for self-reliance.

3.0 Learning outcomes

By the end of the program graduands should be able to:

  • Espouse the values, customs, laws, and practices of professional journalists.
  • Describe the role of journalism in a diverse, increasingly global society.
  • Explain the impact that rapid, continuing technological change has on both the profession and on society.
  • Demonstrate the capability for critical reasoning and analysis of complex issues in the media and society.
  • Demonstrate the skills necessary to successfully perform the tasks expected of a beginning reporter, editor or producer.

4.0 Programme structure

year one

semester one
course code Module Name
BJC 111 Introduction to Mass communication
BBA 113 Business Administration
BBA 115 Financial Management
BJC 100 Communication Skills
BIT 110 Information Systems and Technologies
ENG110 English
semester two
course code Module Name
BJC 121 Mass Media and Society
BJC 122 Introduction to Public Relations
BJC 123 Introduction to Broadcasting
BJC 124 Introduction to Behavioral Science
BJC 125 Media and Communication History
BJC 126 Introduction to Political Science and Classical thought
semester three
course code Module Name
BJC 211 Audience Analysis and Media Research
BJC 212 Introduction to Writing
BJC 213 Media and Communication Policy
BJC 214 Principles of Advertising
BJC 215 Photojournalism
BJC 216 Media Ethics
semester four
course code Module Name
BJC 221 Investigative Journalism
BJC 222 News writing & reporting
BJC 223 Multimedia and Animation
BJC 224 Media Law
BJC 225 Research Methodology
BJC 226 MInternship
BJC 227/228 Elective
BJC 227 Marketing Communication
BJC 228 Creative Programming and Branding
semester five
course code Module Name
BJC 311 Media Management
BJC 312 Development Communication
BJC 313 Principles of Editing
BJC 314 Newspaper and Magazine design
BJC 315 Radio Script writing &production
BJC 316 International Public Relations and Diplomacy
BJC 317 PR Strategies, Programming and Planning
BJC 318 Media and Human Rights
BJC 319 Media and Conflict Management
semester six
course code Module Name
BJC 311 Media Management
BJC 3212 The Art of Public Speaking
BBJC 322 Public Relations & Media Practice
BJC 323 Television Programmingand Production
BJC 329 Research project
BJC 325 Politics of Developments
BJC 326 Environmental Journalism
BJC 327 Politics of Communication and Propaganda
BJC 328 Video Production