MASC   101. Mass Communications. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Open only to mass communications majors or media studies minors, or by permission of School of Mass Communications. A comprehensive overview of mass media which examines its history and evolution. Emphasis is given to the ways in which communications technologies have shaped and are shaped by society. Considers how digital and earlier technologies have led to increasing integration of world cultures and economies. Includes discussion of mass media law and ethics, including the origins and evolution of a free press and the legal framework of contemporary mass media practice.

MASC   151. Global Communications. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Explores how communication media and globalization drive each other and how they both impact the nation-state as well as international institutions. Examines how technology, the global economy and international media corporations influence culture, politics, business, law and other institutions in countries around the world. Explores the relationship between media systems and governments and how both are affected by technology and globalization. Crosslisted as: INTL   151.

MASC   201. Curiousness. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Study and practice of the first attribute for success in creativity: curiousness. Students engage in practical applications, readings, lectures, demonstrations and in-class exercises that build curiosity and help students identify and trust their natural curious nature. Provides advertising and non-advertising majors with rigorous and provocative challenges to stimulate further interest in creating for media.

MASC   203. Journalism Writing. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC   101 minimum grade of C, UNIV   112 or both ENGL   295 and HONR   200 with minimum grade(s) of C, and minimum cumulative GPA of 2.5. Study and practice in fact gathering and development of basic writing skills for print, broadcast and online journalism. Focuses on journalistic storytelling, grammar, Associated Press style and knowledge of current affairs.

MASC   204. Story. 3 Hours.

Semester course; 1 lecture and 4 laboratory hours. 3 credits. Prerequisites: MASC   101 minimum grade of C and 201 minimum grade of C, UNIV   112 or both ENGL   295 and HONR   200 with minimum grade(s) of C, and minimum cumulative GPA of 2.5. Focuses on writing for advertising and consumer communications (the best advertising tells stories to which consumers can relate). Students study the parts of a story, what makes a story interesting and how to find those things. Practice includes looking for, finding and constructing a story. A survey of many different ways storytelling is involved in making advertising. Practice in applying storytelling skills to several advertising and communication projects.

MASC   210. Public Relations. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Introduction to public relations principles and practices, including analysis of tools, media, ethical responsibilities and emerging technologies. Special attention to the theory and research literature on rational and ethical persuasion.

MASC   290. Ethical Problems in Mass Media. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   101 minimum grade of C. Examination and analysis of contemporary issues and problems in conventional and new media. The philosophical foundation and principles of ethical decision-making are explored. Critical and unresolved issues are discussed within the legal and ethical framework of modern mass media practice. Students are required to design and justify resolutions to the issues and present defenses for the resolution proposals.

MASC   291. Topics in Communications. 1-3 Hours.

Semester course; variable hours. 1-3 credits. May be repeated once with different content. A study of a specialized topic in mass communications. See the Schedule of Classes for specific topics to be offered.

MASC   300. Technical Prowess. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   204 minimum grade of C. For advertising students only. Examines the functions of visual and graphic communication in the print and electronic media. Focuses on mastery of graphics software and basic design principles used in advertising. Students gain hands-on experience with state-of-the-art computer graphics and layout programs. (May not be taken if student has taken MASC   301 or 334.).

MASC   301. Graphics for Journalism. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   203 with a minimum grade of C. For journalism students only. Examines the functions of visual and graphic communication in the print and electronic media. Focuses on creative typographic and layout design principles and integrates practice in editing, graphic creation, digital-image manipulation and professional publishing. Students gain hands-on experience with state-of-the-art computer graphics and layout programs used in newspaper and magazine journalism. (May not be taken if student has taken MASC   300 or 334.).

MASC   303. Reporting for Print and Web. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC   203 minimum grade of C and UNIV   200 minimum grade of C or HONR   200 minimum grade of C. Detailed study in reporting and writing news stories for print publications and websites. Focus on interviewing, writing news and features and preparing for entry-level reporting assignments. Students also will learn online presentation skills, including photos, audio, video and interactive elements.

MASC   305. Copy Editing. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   301 minimum grade of C. Instruction and practice in basic newspaper and online editing with a focus on practical experience in editing local and news service copy for publication. Includes emphasis on headline writing, development of news judgment, accuracy and fairness, and potential legal problems for copy editors. Attention also will be paid to layout and design for newspapers and online.

MASC   333. Public Relations Writing and Media Relations. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   203 and 210, each with a minimum grade of C. Enrollment restricted to public relations students only. An intensive writing course focusing on researching and writing materials in support of the public relations function. Practice in preparing various collateral including news releases and advisories, story pitches, special events background materials, media kits, employee newsletters, community relations materials and formal public speaking scripts. Explains the role and function of the news media and the unwritten rules that govern interaction with the news media. Students will learn how to construct an effective media relations strategy, how to be interviewed with skill and assurance and how to evaluate media relations within the organization’s public relations plan.

MASC   334. Public Relations Graphics and Production I. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   210 with a minimum grade of C. Enrollment restricted to public relations students or media studies minors only. Study of the functions of visual and graphic communication for public relations practice. Focuses on basic design principles and skills in editing, graphic creation, digital-image manipulation, Web and interactive content. Students gain hands-on experience with state-of-the-art computer graphics and layout programs. (May not be taken if student has completed MASC   300 or 301.).

MASC   335. Public Relations Graphics and Production II. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   334 with a minimum grade of C. Enrollment restricted to public relations students only. Continues development of visual and graphic communication skills acquired in MASC   334. Introduces development of additional multimedia skills to include photography, electronic newsletters and video storytelling. (May not be taken if student has completed MASC   300 or 301.).

MASC   336. Social Media in Public Relations. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   210 with a minimum grade of C. Enrollment restricted to public relations students only. Covers development, trends and application of social media. Focuses on social media as a strategic tool for public relations professionals. Identifies and analyzes functionality and best practices, including audience engagement, benchmarking and appropriate metrics for social media monitoring, measurement and evaluation.

MASC   337. Public Relations Management and Case Studies. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   210 with a minimum grade of C. For public relations students only. Through intensive review, study and discussion of public relations case studies, students will use and further develop their critical-thinking abilities to analyze how the public relations function was managed to serve organizational goals. Students will critique existing case studies as well as develop their own individual case studies.

MASC   338. Professionalism in Public Relations. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   210 with a minimum grade of C. Enrollment restricted to public relations students only. Study of public relations careers, including in-depth examination of types of practice and industry choices for professionals. Includes development of job-seeking skills such as networking, resume and cover letter writing, interviewing, as well as professional skills such as impromptu and extemporaneous speaking, presentation development and effective meeting management. Focus on ethical practice and understanding of effective long-term professional development activities such as the Accredited in Public Relations and Accredited Business Communicator credentials.

MASC   341. Feature and Article Writing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   303 minimum grade of C or 363 minimum grade of C. Practice in preparing articles and features for newspapers and magazines. Emphasis is on creative journalistic writing and development of writing skills.

MASC   359. International Media Coverage: The Middle East. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   101 with a minimum grade of C or 151 with a minimum grade of C. This interdisciplinary course explores the media's role in covering cultural, political, religious and other issues in the Middle East. Students will examine the role and impact of the media in both the United States and Middle East in shaping global and regional public opinion. Using webcam and online technology, VCU students will discuss cross-cultural perspectives with students from the other U.S. universities and universities in the Middle East. Crosslisted as: WRLD   359.

MASC   361. History and Development of Journalism. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   203 or 204 with a minimum grade of C. An examination of the regulatory, technical, economic and creative foundations of print, broadcast and Web-based journalism. Historical, contemporary and ethical issues are also addressed.

MASC   363. Introduction to Broadcast Writing. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   203 with a minimum grade of C. Corequisite: MASC   367. Students will concentrate on developing news writing and reporting skills for television and radio. Course work will include weekly writing assignments and the production of broadcast-quality radio and television stories. Knowledge of current events is essential.

MASC   367. Audio and Video Journalism. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   203 with a minimum grade of C. Corequisite: MASC   363. Open to mass communications majors only. Focuses on the purpose, function and execution of basic techniques of audio and video field and studio production operations, especially as they relate to news. Emphasizes the production of broadcast-quality media content. Fieldwork production, remote production and live production, along with audio and video recording and editing, are covered.

MASC   380. History of Advertising. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   203 or 204 with a minimum grade of C. A foundation survey, from prehistoric to present day. What is advertising? How did it get to be that way and what might it become? Advertising's place in society through several eras, with emphasis on U.S. advertising history, but attention also paid to the role of advertising in other countries. An overview of the creation of the ad agency, a summary of its parts, an explanation of its workings and its place in society. Understanding advertising as practiced from various viewpoints including the agency, public, clients and social and political groups.

MASC   381. Great Advertising. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   380 minimum grade of C. Explores the practitioner-oriented approach to the creation, preparation and evaluation of advertising, branding and communications. Views great advertising from the perspective of integrated marketing communication and utilizes case studies of advertising and branding campaigns for some of the world's best-known brands.

MASC   382. Acumen. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   380 minimum grade of C. Focuses on excelling in the business aspects of advertising, branding and communications. To understand an advertising client's business needs, one must understand how the client does business. Students will learn about advertising from within the context of marketing, business and commerce.

MASC   392. Perspicuousness. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC   204 with a minimum grade of C and UNIV   200 or HONR   200 with a minimum grade of C. Intensive practice in choosing the right word for the right occasion. Study of the different types of advertising copy used by both local and national advertisers. Focuses on creative thinking and inspired writing for advertising, branding and communications.

MASC   393. Creativity for Television. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   380 minimum grade of C. For mass communications majors only. Learn the process of developing professional-level television advertising with a concentration in creative thinking and solutions. Students create TV commercials with attention to scripts, storyboards, talent, visual composition, editing, music, sound effects and direction.

MASC   394. Imagination. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   300 with a minimum grade of C. Study of art direction: practice in visualizing and utilizing media space aesthetically. Students complete assignments each week, ranging from traditional advertising to alternative media venues. Results are presented in front of the class for critique by faculty and fellow students.

MASC   397. Ubiquity. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   204 minimum grade of C. Using media to help achieve the client's ad objective. An intensive problem-based course on using mass, personal and social media to engage the consumer, to help communicate the brand's message and to add impact to a communications campaign. Students will study media planning and buying of all types of media (TV, radio, newspapers, magazines, outdoor, online and nontraditional).

MASC   398. Awareness. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   204 with a minimum grade of C. Understanding what advertisers can look for in their research and how they use research to connect with consumers. Through this intensive research practicum focused on account planning, students will learn to research consumers, competition and brands. Students will use quantitative (such as online surveys) and qualitative (such as focus groups, panel studies, one-on-one interviews) methods to research consumers and target audiences. Students will conduct competitive market research on brands.

MASC   399. Empathy. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   204 with a minimum grade of C. Focuses on managing client accounts, team management, group dynamics, negotiating and presentation skills. Students learn how to persuade through understanding of others, including how to make smarter decisions, spark innovation and solve problems more quickly, and how to create a culture of candor, trust, resilience and accountability in clients and in coworkers.

MASC   403. Advanced Reporting. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   303 minimum grade of C. For mass communications majors only. Capstone course for journalism/print-online concentration. Intensive study of the techniques of reporting meetings and news of public affairs. Attention will be paid to covering governmental agencies at all levels. Instruction in newspaper editing included. Quality of writing will be a paramount and continual consideration. Emphasis on fast-paced deadlines. This course may not be taken simultaneously with MASC   404, MASC   475 or MASC   496 without permission from the instructor.

MASC   404. Specialized Project Reporting. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   303 with a minimum grade of C. For mass communications majors only. Capstone course for journalism/print-online concentration. Provides news beat experience for students reporting on complex issues facing the public in the urban community. Emphasis also on editing, team reporting, in-depth research and interviewing techniques, and use of public records. This course may not be taken simultaneously with MASC   403, MASC   475 or MASC   496 without permission from the instructor.

MASC   408. Communications Ethics and Law. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   203 or 204 with a minimum grade of C. Study of ethical and legal issues affecting the practice of journalism and public relations. Examination and analysis of contemporary issues and problems in conventional and new media. The philosophical foundation and principles of ethical decision-making are explored. Critical and unresolved issues are discussed within the legal and ethical framework of modern mass media practice.

MASC   409. Truth and Honor. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   204 minimum grade of C and 380 minimum grade of C. For mass communications majors only. A survey of laws pertaining to the creation of advertising, such as trademark and copyright, and to the effects of advertising in the culture. A discussion of ethical questions pertaining to persuasion, communication and the effects of advertising in the culture.

MASC   415. Advanced Video Journalism. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC   363 and 367, both with minimum grades of C. Corequisite: MASC   460. Students learn advanced field shooting and editing techniques as well as the inner workings of the television studio, including studio camera operation, advanced audio and video editing, visual storytelling, and advanced camera techniques.

MASC   423. Tourism and Hospitality Public Relations. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   210 with a minimum grade of C. Enrollment restricted to public relations students only. Examines the role and practice of public relations in the tourism and hospitality industries. Students will learn how to use public relations strategies and tactics to stimulate interest among travelers in destinations and specific activities. Emphasis on media relations, special events, sponsorships/partnerships and social media.

MASC   424. Sports and Entertainment Public Relations. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   210 with a minimum grade of C. Enrollment restricted to public relations students only. Examines the role and practice of public relations in the sports and entertainment industries. Students will learn the role of public relations in managing relationships with the news media, fans and fan groups, and other key audiences. Focus on media relations, social media, sponsorships/partnerships, promotions and community relations.

MASC   425. Public Relations Research. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC 323 with a minimum grade of C. For mass communications majors only. An introduction to the role of research in public relations, with primary emphasis on content analysis, focus group, survey and communication audit methods and the evaluation of quantitative research data.

MASC   433. Special Events. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   210 with a minimum grade of C. For Enrollment restricted to public relations students only. Students learn the theory and organizational strategies of special events as a function of public relations. Topics include client consulting, objective setting, budgeting, sponsorships, vendor negotiations and follow-up procedures.

MASC   435. Crisis Communication. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   210 with a minimum grade of C. Enrollment restricted to public relations students only. Students learn techniques for dealing with sudden and unexpected situations that have a negative impact on organizations and their images to key constituencies. Through case studies and crisis simulation exercises, students develop strategic solutions for crisis situations. Students are provided with the insights, confidence and practical expertise needed to manage the consequences of a wide range of possible crises in ways that maintain, or even enhance, their employer's reputation.

MASC   438. Organizational Communications. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   425 with a minimum grade of C. Enrollment restricted to public relations students only. Focuses on the tools to communicate with employees, volunteers and special organizational internal publics, and how those internal messages are used to achieve the goals and objectives of organizations. Students learn the theories of organizational communication and the techniques used to conduct an internal audit of the communication climate in an organization.

MASC   439. Public Relations Campaigns. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   333, 335, 336, 337 and 425, each with a minimum grade of C. For Enrollment restricted to public relations students only. Application of public relations theory and methods in the preparation of a plan for a public relations campaign. Special attention to the planning process including issues analysis, and application of public relations and research methods.

MASC   450. Style. 3 Hours.

Semester course; 3 lecture hours. 3-3 credits. Prerequisites: MASC   392 and 394, both with a minimum grade of C. For mass communications majors only. An advanced, intensive study of advertising style, forming one's own sense of style and the creative process. Emphasizing strategic and creative development of advertising campaigns. Students will conceptualize advertising campaigns, execute digitally produced, comprehensive advertisements and campaign materials, and assemble a final portfolio. Culminates in a formal portfolio review with professionals from the advertising industry.

MASC   451. Invention. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   450 with a minimum grade of C. For mass communications majors only. An advanced, intensive study of inventiveness in the creative process. Emphasis on strategic and creative development of advertising campaigns that builds on what students learned about advertising style in MASC   450. Prepares students for post-graduate work or study. Students will conceptualize and produce advertising campaigns and assemble a final portfolio. Culminates in a formal portfolio review with professionals from the advertising industry.

MASC   459. Judgment. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   398 and 399 and 6 additional credits of MASC electives, all with minimum grades of C). For mass communications majors only. Application and demonstration of inspiration, innovation, advertising knowledge and skills. Designed to help students in the strategic concentration compile a strong, comprehensive body of work used in brand communications. Students will develop competence in evaluating communication concepts, market situations and client and agency concerns.

MASC   460. Advanced Television Newsgathering. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC   363 and 367, both with minimum grade of C. Corequisite: MASC   415. Television news practicum. Using the university and the city of Richmond as their classroom, students will report, write and produce television and multimedia news stories. Electronic newsgathering and editing equipment will be utilized to create professional-caliber projects.

MASC   461. The Documentary. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC   303, 415 and 460, each with minimum grade of C. An examination of documentary concepts through analysis of radio, television and film documentaries. The course will center on the development, writing and production of a documentary in the medium (audio or video) of the student's choice.

MASC   462. Photojournalism. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   363 minimum grade of C and 367 minimum grade of C. Examination of theoretical, technical and practical use of photography in communications and reporting, along with theories and legal guidelines of photojournalism. Training in news photography (both still and video) and its application in converged media. Students must have their own manually operable 35 mm film or digital (minimum 3.2 megapixels) single lens reflex cameras with at least a 50 mm lens or a zoom lens capable of 50 mm shooting. Students will use departmental video cameras.

MASC   463. Advanced Radio Newsgathering. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   363 minimum grade of C and 367 minimum grade of C. Radio practicum. Using the university and city of Richmond as their classroom, students will report, write and produce radio news stories. Studio and remote equipment will be utilized to create professional-caliber projects.

MASC   465. Newscasting. 3 Hours.

Semester course; 1 lecture and 4 laboratory hours. 3 credits. May be repeated once for a total of 6 credits. Prerequisites: MASC   303, 415 and 460, each with minimum grade of C. Concentrates on developing on-air skills in radio and television studio and field situations. Emphasizes journalistic principles in delivery of news, public affairs, editorial and interviews. Stresses grammar, diction and broadcast writing.

MASC   466. Television Studio Production. 1 Hour.

Semester course; 2 laboratory hours. 1 credit. May be repeated for up to 3 credits. Prerequisite: MASC   203 or 204 with minimum grade of C. Instruction and practice in basic television or studio production. Supports the production of the television broadcast journalism programming created by students within the broadcast journalism concentration.

MASC   467. Nonprofit Project Development. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   210 with a minimum grade of C or MASC   380 with a minimum grade of C. Students will be selected to work with area nonprofit clients to create and produce a wide variety of advertising and promotional materials. Students will develop strategy, write creative briefs, recruit teams to work with them during CreateAthon onCampus (a 24-hour creative event held during Spring Break), present work to clients and follow any deliverables through production. Strong emphasis on leadership and a commitment to working with nonprofits.

MASC   474. Diversity in the Media. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   101 with a minimum grade of C. Enrollment restricted to mass communications majors and media studies minors only. Examines historical and contemporary issues associated with the presence and portrayal of selected groups in/by the media in the United States. Examines groups based on race, ethnicity, national origin, gender, sexual orientation, disability, religion and other characteristics. Issues related to diversity and diversity awareness in advertising, journalism and public relations are also explored.

MASC   475. Capital News Service. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   303 minimum grade of C. For mass communications majors only. Capstone course for journalism/print-online concentration. Advanced journalism students cover state government and politics, including the Virginia General Assembly, the governor, regulatory agencies and elections. Students produce content for publication by newspapers and other news outlets and for social media. Strong emphasis on fast-paced deadlines. This course may not be taken simultaneously with MASC   403, MASC   404 or MASC   496 without permission from the instructor.

MASC   480. Touch. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   398 minimum grade of C and 399 minimum grade of C. For mass communications majors only. Designing advertising strategies that touch the target audience and engage them in the brand. Students learn to understand the research, the consumer, the competition and the client's brand so that they can develop a strong communication strategy. This is an advanced study of the strategic side of advertising.

MASC   481. Completeness. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: creative advertising concentration: MASC   392 and 394, both with minimum grade of C; strategic advertising concentration: MASC   398 and 399, both with minimum grade of C. For mass communications majors only. Intensive study in the planning and preparation of advertising campaigns. Students develop complete advertising plans including research, media and creative strategies, sales promotion plans and merchandising plans.

MASC   485. Web Site Design. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC   300, 301 or 334 with a minimum grade of C. Students will receive an introduction to the processes, principles and tools of website design, development and production. The course will focus on the development of strong interactive interfaces, animation, graphic images, text, and functional site design and organization. In this hands-on, computer-based course, students will design and develop a comprehensive site and launch it to the Internet. Increasing the students' knowledge of design principles and technical skills with Web development tools will be emphasized.

MASC   488. Strategic Communication of Health and Medical Issues. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   425 with a minimum grade of C. Enrollment restricted to public relations students only. Students will discuss the role of media and strategic communication in publics’ information-seeking behaviors and formation of attitudes, beliefs and behaviors about health and medical issues. Closes the gap of health information disparity and enhances the communication practice of health-related organizations. Topics examined include thorough case analyses, primary and secondary research and strategic health communication design projects. The principles of strategic communication are applied to areas such as health care public relations, health audience segmentation and messaging tailored for different media forms.

MASC   491. Topics in Communications. 1-3 Hours.

Semester course; variable hours. 1, 2 or 3 credits per semester. May be repeated with different topics for a maximum of 9 credits. Prerequisite: MASC   203 or 204, either with a minimum grade of C. An intensive study of a specialized field of mass communications.

MASC   492. Independent Study. 1-3 Hours.

Semester course; variable hours. Variable credit. Maximum of 3 credits per semester; maximum total of 6 credits for all independent study courses. Prerequisite: MASC   203 or 204 with a minimum grade of C. The course is designed for students who wish to study subject matter not offered elsewhere in the mass communications' curriculum.

MASC   493. Fieldwork/Internship. 1-3 Hours.

Semester course; variable hours. 1, 2 or 3 credits per semester. May be repeated with different topics; maximum total of 6 credits may be applied toward graduation. Prerequisites: MASC   203 or 204, either with a minimum grade of C, and permission of internship coordinator. Selected students will receive on-the-job training under the supervision of an instructor and the employer. Internships are available in newspapers, magazines, public relations, advertising, radio and television.

MASC   496. Mobile and Social Media Journalism. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC   303, 363 and 367, each with minimum grade of C. Capstone course for print-online journalism students. Integrates journalism skills and concepts from previous writing and reporting classes and adapts them to mobile and social media. Students work in a newsroom environment to utilize mobile devices and social media platforms to identify compelling story ideas, effectively break news and report on important news events and issues while applying theories and concepts of online social networking to journalism. Students develop their own professional social media portfolios and build online communities. This course may not be taken simultaneously with MASC   403, MASC   404 or MASC   475 without permission from the instructor.

MASC   591. Topics in Mass Communications. 1-3 Hours.

Semester course; variable lecture or laboratory hours (depending on topic). 1-3 credits. May be repeated for a maximum of 6 credits. Prerequisite: permission of instructor and director of graduate studies. An advanced study of a selected topic in mass communications. See the Schedule of Classes for specific topic(s) to be offered.

MASC   602. Advertising Technology for Copywriters, Strategists and Media Planners. 2 Hours.

Semester course; 2 laboratory hours. 2 credits. Restricted to Brandcenter students only. This course covers a number of computer applications, tailored to the specific needs of copywriters, account managers, account planners and media planners. Students will learn how to create and format documents using Microsoft Word for the Macintosh, including placement of images and manipulation of text from various sources such as the Internet. Students will learn how to create computer presentations with Microsoft PowerPoint for Macintosh. This course will teach the basics of page layout, including formatting documents, placement of images and basic typography. Additionally, students will learn how to use a scanner to capture images into Adobe Photoshop, and basic image modification techniques, such as brightening and sharpening, silhouetting an image and saving the image. Additionally this course covers the appropriate applications designed to capture and edit digital video, and will include discussion of the use of the Brandcenter's digital video cameras, and other accessories such as external microphones and lights. Certain applications specific to the needs of media planners and account planners, such as Simmons, SRDS and MRI also will be covered in this course.

MASC   604. Media Stories. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Students will identify, create and translate stories to the multiple screens of contemporary media with an emphasis on advertising, public relations and journalism. Students study contemporary storytelling cases and create original stories for professional communications.

MASC   605. Technology in the Classroom. 3 Hours.

Semester course; 2 lecture and 3 laboratory hours. 3 credits. Beginning with a brief treatment of basic desktop publishing skills, students will learn layout and design using newspaper, magazine and yearbook models. They will master the functions of Photoshop, Illustrator, Adobe PageMaker and/or QuarkXpress and create promotional fliers/brochures and advertisements for their journalism programs. They will set templates and a style palette for school publications.

MASC   611. Research Methods in Mass Communications. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Fundamentals of mass communications research techniques (content analysis, survey research, experimental design, historiography), including an overview of computer applications, statistics, theory development and trends in the published literature.

MASC   612. Mass Communications Theory. 3 Hours.

Semester course; 3 seminar hours. 3 credits. Nature, function and application of mass communications theory; structure, content and effects of media systems; social and technological events accounted for by a generalized theory of mass communications.

MASC   613. Mass Media and Society. 3 Hours.

Semester course; 3 seminar hours. 3 credits. A study of the mass media of the United States, with special attention to their historical development and their impact on other institutions. Consideration of ethical and legal aspects of the media, and problems such as access, control and accountability.

MASC   614. Media-governmental Relations. 3 Hours.

Semester course; 3 seminar hours. 3 credits. Study of the interaction between the media and the government, and the role of the press in the governmental process as a disseminator, opinion-maker and adversary.

MASC   615. Depth Reporting. 3 Hours.

Semester course; 3 seminar hours. 3 credits. Prerequisites: three undergraduate reporting courses or permission of instructor. A thorough examination of one or more issues in the forefront of the news, the environment, education, health care, science and others relevant to today's readers.

MASC   616. Mass Communication Law. 3 Hours.

Semester course; 3 lecture hours. 3 credits. An intensive examination of media rights and restrictions, including libel, privacy, access to information, copyright, free-press fair-trial. Attention will be given to First Amendment theory, research techniques and administrative regulation of broadcasting and advertising.

MASC   617. Advanced Research Methods. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   611. An examination of a mass medium through design and execution of a research project using one of the traditional research techniques of the field. Students will have major and minor projects for systematic study of a medium.

MASC   618. Media Economics and Management. 3 Hours.

Semester course; 3 colloquium hours. 3 credits. Prerequisites: MASC   611 and MASC   617. Advanced work in media management research based on an examination of major contemporary issues and challenges concerning media management and economics. Student interaction with faculty, media managers and each other will lead to the design and implementation of major problem-solving projects.

MASC   619. Media and Public Opinion. 3 Hours.

Semester course; 3 lecture hours. 3 credits. A study of the role of the mass media in the formation and change of beliefs and attitudes, the involvement of the media with policy makers in shaping public opinion and public policy, and the interaction of media and public opinion polling.

MASC   620. Seminar in Mass Communications History. 3 Hours.

Semester course; 3 credits. An examination of historical methodology and content as related to the investigation and writing of mass communication history in the United States. Special attention is placed on the adaptation and the use of historical method by mass communications historians.

MASC   621. Advanced Public Relations. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Students will explore a variety of case studies, decision-making analyses and advanced public relations programming in relation to private and public policy-making at the senior levels of management.

MASC   626. Critical Thinking in Media. 2 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Focuses on the application of critical and creative thinking to solve communication problems. Provides students with opportunities to explore and expand their creative abilities through brainstorming sessions, creative techniques and team-oriented activities dealing with contemporary advertising, public relations and media cases.

MASC   642. Online Journalism I. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Exploration and production of various means of journalistic communication using online resources. Various multimedia projects will be reviewed and discussed, as well as the best use and application of media types based on the information being communicated. Students will research news stories and examine the effectiveness of online presentations while exploring how online journalism can work with more traditional forms of communication.

MASC   643. Online Journalism II. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   642. Development of online journalism production skills and familiarity with the best uses and practices for publishing material on the Web and for administering news websites. Students will learn the skills for posting media and also about the systems for maintaining news organizations' entire websites.

MASC   644. Computer-assisted Reporting. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   611 and 642. Provides a practical guide to online research, data analysis and other computer-assisted reporting and research skills. Students will learn how to find authoritative information, including news sources and data, through the Internet and other online resources. Students will also learn how to use spreadsheets, database managers, mapping programs, social networking analysis, statistical packages and other software to sort, summarize, analyze, visualize and present data. Course will cover how to evaluate the reliability of electronic information, how to find trends and integrate them into news reports, and how the First Amendment and journalism ethics apply to digital information.

MASC   645. Visual Journalism. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   611 and 642. A theoretical and hands-on course that immerses students in all aspects of visual journalism, including videography, photography, informational graphics and photojournalism. Examines visual communication theory and applied uses of multimedia, particularly in online journalism. Activities include professional-quality projects for multimedia publication. Addresses legal issues in producing multimedia packages, including copyright law.

MASC   646. Convergence Law and Ethics. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   611, 642 and 685. Explores the delicate balance that exists between freedom and control of the mass media (print, broadcast and new media). Focuses on judicial decisions and reasoning, given the impact the courts have on interpreting the First Amendment. Will also focus on new legal and ethical concerns created by the Internet and digital newsgathering and presentation technologies. Students will be immersed in the ethical decision-making process through the case-study approach.

MASC   654. Organizational Communication. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Study of theoretical constructs of the communication process in organizations. Application of communication principles to managerial functions, training, telecommunications and other organizational situations.

MASC   658. Account Leadership. 2 Hours.

Semester course; 2 lecture hours. 2 credits. Restricted to Brandcenter students only. Students will learn first-hand general leadership skills crucial to developing successful relationships with agency personnel and clients. Emphasis will be given to exploring ways students can contribute to accounts not only strategically but creatively as well. Students will learn presentation and communication skills as well as effective ways to manage accounts. Students will sharpen previously prepared strategies as well as interviewing skills.

MASC   660. Advertising Account Research and Planning. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC 650 and MASC 651. Develops student's ability to choose the most effective research methods for determining both the correct target market for a product and specific issues most pertinent to that market, in regards to positioning the product. Research work with consumer groups will demonstrate student's ability to develop thoughtful questions that will deliver valuable insight.

MASC   665. Building Global Brands. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC 650 and MASC 651. Restricted to Brandcenter students only. Provides thorough coverage of an approach and framework for designing a comprehensive marketing plan suitable for implementations in an international setting, with particular focus on identifying and analyzing the important cultural and environmental uniqueness of single nations or global regions. We also will look at specific examples of cases that will better inform our planning efforts and will spend time examining various cultures in order to respectfully and appropriately engage them in our marketing plan.

MASC   671. Strategic PR in a Digital Environment. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: permission of instructor. An introduction to the thinking and actions required to communicate strategically in today's dynamic socioeconomic environment. Focus is on the skills and information to handle strategic public relations. Introduces cutting-edge technology and using the Internet as a strategic communications tool. Professional responsibilities emphasized.

MASC   672. Strategic PR Research and Evaluation. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: permission of instructor. Introduces the basic theories and practices of strategic public relations research and evaluation. Both qualitative and quantitative techniques are examined.

MASC   675. Strategic PR Management. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: permission of instructor. An interactive exploration of navigating challenges from the perspective of organizational culture. Helps students foster diversity, support organizational change, make leadership more dynamic, operate ethically within the cultural environment and make the organization more effective overall.

MASC   676. Public Relations Ethics and Law. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC   675 or permission of instructor. An exploration of ethical and legal dimensions specific to public relations practice. Analysis of critical cases in the field.

MASC   681. Video Applications in Instruction. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: TEDU   556 and 610 or permission of instructor. Emphasizes the design and instructional strategies used with the production of video resources. Differentiates analog and digital video, importing images, video and sound, editing, previewing, transitions, filters, motion settings, superimposing, titles, special effect options, and exporting video. Students will produce and edit a personalized instructional module using digital video hardware and editing software. Crosslisted as: TEDU   620.

MASC   682. Strategic Media Relations. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   675 or permission of instructor. Focuses on what makes news, how different media work, how to determine the appropriate vehicle for the message and how to work with the media to control a message.

MASC   683. Strategic PR in the Global Environment. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   671, 672 and permission of instructor. Examines the phenomenon of global strategic communications, including the enabling environmental factors. How to develop an integrated, holistic global communications program and how to manage such a program. Students experience one region of the world with an in-depth study tour.

MASC   684. Multiplatform Storytelling. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   643, 645 and 646. Students will develop new ways of storytelling that leverage the power of the print, broadcast and online media, combining two or more of those platforms into a single, multimedia package. Analyzes the origins of multimedia and its current trends. Themes include the history of multimedia journalism, the adaptation process for traditional media, the search for a business model and the new news audience.

MASC   685. The Business of Media. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Will provide students with both a macro and micro understanding of the business operations of small and large newspapers, television and radio stations and online media. Students will examine newsroom operations, advertising and human resource issues. Will also examine laws and regulations governing media as well as ownership trends.

MASC   686. International Journalism. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   611, 642, 643, 644, 645 and 646. Explores how major news organizations in the U.S. and abroad cover international news in the 21st century as well as the various media structures and systems that are in place in countries around the world. Students will examine the power and impact of global news media in shaping public opinion. They will study trends in international coverage. Students will explore the role of the press in a democracy as well as in authoritarian or communist nations. They will examine the ethical and legal dimensions of international reporting across various media systems, regulations and protocols. The course will also emphasize the ways in which technology is rapidly changing how news is developed and disseminated. Coverage of wars and major world conflicts will also be emphasized.

MASC   688. Converged Media Applications. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   644 and 684. Graduate-level research and production focused on multimedia. Students will complete a significant multimedia project that draws on their experiences and the skills learned in other graduate courses.

MASC   691. Topics in Mass Communications. 1-3 Hours.

Semester course; 1-3 credits. May be repeated for 6 total credits. Prerequisite: permission of instructor and director of graduate studies. An advanced study of selected topic in mass communications. See the Schedule of Classes for specific topic(s) to be offered each semester.

MASC   692. Independent Study. 1-3 Hours.

Semester course; 1-3 credits. A maximum of 3 credits may be submitted toward the master's degree. Prerequisite: permission of instructor and director of graduate studies.

MASC   693. Practicum in Mass Communications. 1-6 Hours.

Semester course; variable hours. 1-6 credits. May be repeated for credit. Prerequisite: permission of director of graduate studies. Student participation in planned research or internship experience under the supervision of mass communications faculty. Graded as pass/fail.

MASC   694. Strategic PR Campaign Design and Implementation. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: MASC   675, 676, 681 and 682. Brings together all the various tasks and concepts used in public relations work to shape an effective campaign. Through projects students become competent and proficient in analyzing cases, strategizing, implementing and evaluating public relations campaigns at senior management levels.

MASC   695. Fieldwork/Internship. 1-3 Hours.

Semester course; variable hours. 1, 2 or 3 credits per semester. Maximum total of 3 credits toward graduation. Prerequisite: permission of director of graduate studies. Selected students will receive on-the-job training under the supervision of an instructor and the employer. Internships are available in newspapers, magazines, public relations, advertising, radio and television. Graded S/U/F.

MASC   697. Portfolio Development for Strategists. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC 653. Continues the development and demonstration of critical thinking skills, insights and creative abilities in a variety of areas sought by agency planning directors, media planning directors, management supervisors and recruiters. Development of concepts and materials necessary for the creation of mini-books and individual portfolios will be one of the main focal points. Independent projects pursued specifically for portfolio development also will be conducted.

MASC   699. Thesis. 1-3 Hours.

1-3 credits. May be repeated. A maximum of 3 credits may be submitted toward the master's degree.