Mass Communications (MASC)

MASC 101. Mass Communications. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. A broad survey of mass media and their role in shaping contemporary society and culture. The course examines the history and evolution of communication technologies and their influence on how individuals, institutions and communities create, share and interpret information. Introduction to media literacy skills, the dynamics of misinformation and how media systems respond to social, political and technological change. The course also introduces students to a range of professional fields within mass communication, helping them explore potential career paths across media industries.

MASC 151. Global Communications. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 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 200. Technical Prowess I. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 101 with a minimum grade of C. Enrollment is restricted to students with a minimum cumulative GPA of 2.5. A hands-on introduction to visual communication and digital production skills essential for all mass communication majors. The course builds students’ visual and creative literacy while developing baseline technical fluency in foundational multimedia tools. Students learn core aesthetic principles, such as composition, color, typography and hierarchy, and apply them in beginner-level production workflows. Through guided practice, students create simple, polished graphics, edit images and produce short multimedia pieces appropriate for digital platforms. Emphasis is placed on in-person instruction, iterative practice and communicating clearly, ethically and creatively through integrated visual storytelling.

MASC 201. Curiousness. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 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 202. Navigating the News. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Concurrent prerequisite: MASC 101. Examines the essential role of media in a democracy and equips students with critical media literacy skills. Students learn to analyze credible sources, identify misinformation and evaluate how contemporary media ecosystems influence communities and public discourse across print, digital, broadcast and social platforms. Introduction to foundational reporting methods and news production techniques.

MASC 203. Intro to News Writing. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 200, UNIV 111 or both ENGL 295 and HONR 240 with minimum grade(s) of C, and a minimum cumulative GPA of 2.5. Concurrent prerequisite: MASC 101, with a minimum grade of C. Study and practice beginning writing and reporting skills, including research, interviewing, photography and event coverage. Report news and information across different media channels. Focuses on storytelling fundamentals, grammar, Associated Press style and application of knowledge of current affairs. Introduction to media opportunities and publishing outlets across campus.

MASC 204. Story. 3 Hours.

Semester course; 1 lecture and 4 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 201, UNIV 111 or both ENGL 295 and HONR 240 with minimum grade(s) of C, and a 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 205. Introduction to Public Relations Writing. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 101 with a minimum grade of C; and UNIV 111 or both ENGL 295 and HONR 240 with minimum grade(s) of C. Enrollment is restricted to mass communications majors with a minimum cumulative GPA of 2.5. Introduces students to the fundamentals of effective writing in the field of public relations. Students learn the principles of rhetoric, narratives and effective storytelling and then apply these skills by writing compelling and persuasive messages for mass communications. Students also explore the basics of audience analysis and how to write for different stakeholders using brand language.

MASC 210. Public Relations. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 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 251. Global Health and Social Media. 3 Hours.

Semester course; 3 lecture hours. 3 credits. An online service-learning class in which students explore the theory and practice of social media campaigns for global health issues and develop projects for nonprofit clients. The class will explore the following issues: theories and concepts of social media campaigns about global health issues; practical application of social media in health campaigns; targeting online audiences through social media; utilization of multimedia content for social media; and organizational strategies for social media to achieve social benefits.

MASC 255. Media Production Foundation. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Overview of media production history, evolution and contemporary impact domestically and internationally. Focuses on the development and review of appropriate technologies and media formats, the industries and businesses who use them, and how these technologies have been and are used to create and share various types of communication messages. Examines relevant global, economic and regulatory influences and forces.

MASC 274. Diversity in the Media. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 101 with a minimum grade of C. 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 285. Scriptwriting. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC 101 and MASC 255, each with a minimum grade of C; UNIV 111 or both ENGL 295 and HONR 240 with minimum grade(s) of C. Enrollment is restricted to mass communications majors with a minimum cumulative GPA of 2.5. Introduces students to various kinds of media writing, such as advertisements, training materials and dramatic programming. Includes study and practice of content and styles of informational, persuasive and dramatic writing for various media platforms. Focuses on appropriate storytelling techniques, grammar and writing impact.

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 II. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 200 with a minimum grade of C. Enrollment is restricted to students with a minimum cumulative GPA of 2.5. The course builds on the visual communication and production foundations established in Technical Prowess I by advancing students’ technical fluency, software mastery and visual storytelling capabilities. Students deepen their command of design principles through more sophisticated work in industry-standard tools, including advanced graphic design features and introductory audio and video editing applications. Through hands-on projects, students learn professional file management, workflow organization and cross-platform asset preparation. Students will learn fundamental narrative concepts and apply visual narrative strategies to create coherent, compelling visual stories. By the end of the course, students will integrate advanced design skills with purposeful storytelling to produce polished visual, audio and video content suitable for digital environments.

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. Advanced News Writing. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 203 with a minimum grade of C and UNIV 200 or HONR 240 with minimum grade(s) of C. Enrollment is restricted to students with a cumulative GPA of 2.5. Emphasis on best writing practices across news platforms, including hard news and feature writing, photo captions, SEO and headlines. Students advance research, interviewing, reporting and multimedia skills. A key focus placed on navigating community spaces and local government to deepen reporting. Introduction to newsroom culture and peer editing processes. Students develop portfolio-ready work with publishing opportunities in mind.

MASC 304. Media Innovation. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 101 and MASC 202 with a minimum grade of C. Enrollment is restricted to students with a minimum cumulative GPA of 2.5. The foundational course introduces students to strategic problem-solving and the first steps toward media innovation. Students engage in practical applications, readings, lectures and exercises to analyze the dynamics of industry upheaval and digital disruption, exploring concepts of entrepreneurship and influence as they apply to serving communities and preserving essential information pipelines. Students will use research, design thinking and product management to identify and address a community's information needs. Provides students with thought-provoking assignments to develop interest in creating innovative, viable solutions for the future of journalism.

MASC 305. Copy Desk. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 203 with a minimum grade of C. Enrollment is restricted to students with a minimum cumulative GPA of 2.5. Course work develops professional editing skills for print, broadcast and digital media, including clarity, fact-checking, AP style and adapting audio/television scripts into web articles. The copy desk is a crucial part of getting student work published through Robertson distribution channels. Students also practice headline and caption writing, story formatting and visual presentation for online and social platforms. Class exercises advance AP style, news judgment, legal and ethical standards, and modern newsroom workflow.

MASC 310. Audience Insights. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 101 with a minimum grade of C. A multidisciplinary introduction to media metrics and audience engagement across journalism, advertising, public relations and media production. The course builds students’ data literacy by teaching them how to collect, interpret and visualize audience information to evaluate content performance and guide strategic decision-making. Students learn key concepts such as media metrics, engagement indicators, SEO fundamentals, platform algorithms, user behavior patterns and ethical data practices. Through applied work with dashboards, datasets and real-world scenarios, students practice transforming analytical findings into actionable insights for reporting, campaign planning, creative production or content optimization. Designed to equip all communication professionals with the ability to create, assess and refine media work using evidence-based approaches.

MASC 311. AI in Mass Media. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. This course delves into the dynamic relationship between artificial intelligence and mass media. Through a blend of theoretical study, practical application and industry engagement, students will explore the tools, ethical considerations and real-world applications of AI in the media landscape. By critically analyzing case studies and engaging with industry thought leadership, students will develop a comprehensive understanding of AI's role in shaping the future of media.

MASC 312. CREATIVITY WITH AI. 3 Hours.

MAC 312 Creativity With AI Semester course; 3 lecture hours (delivered online face-to-face or hybrid). 3 credits. The course explores artificial intelligence as a tool for generating, refining and presenting creative ideas. Students will learn how AI can support the creative process—from research and inspiration to ideation and evaluation—across disciplines. Emphasizing AI as a collaborator, the course helps students in humanities, social sciences, media and beyond to follow structured workflows while maintaining responsible use of AI. Through hands-on projects and discussions, students will gain practical skills in leveraging AI for brainstorming, concept development and persuasive presentation of ideas.

MASC 313. Strategic Communication With AI. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. The course will explore how AI enhances persuasive communication for career development and other specific communication goals. Through hands-on practice and a multi-step process, students will learn to use AI tools to improve research, message development and strategic communication creation while understanding the ethical implications of AI.

MASC 314. Storytelling With AI. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. The course focuses on the execution of storytelling using artificial intelligence, emphasizing both written and visual narratives. Students will explore how AI tools can assist in content creation, from drafting compelling text to generating visuals that enhance storytelling, even without advanced design or writing skills. Through an iterative, audience-centered approach, students will develop and refine narratives, ensuring coherence, effectiveness and ethical considerations. Students will gain practical experience in using AI to create engaging and impactful stories across various platforms.

MASC 317. Visual Acuteness. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 300 with a minimum grade of C. Enrollment is restricted to advertising majors. Study and practice of visual problem-solving and graphic design. This course uses design thinking, conceptual thinking and process. Topics include building harmonious systems, using the typographic grid and understanding the relationship between type and image.

MASC 333. Integrated Communication Writing. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 205, MASC 210, and UNIV 200 or HONR 200, each with a minimum grade of C. Enrollment is restricted to public relations students. This course is designed for students who have completed an introductory course in public relations writing to expand their skills to write for specific media channels. The course will focus on paid, owned, earned and shared media, and how to craft effective messages using industry writing tools, writing across languages, accessibility writing and writing for diverse audiences. Students will learn to use writing tools and techniques to create compelling and persuasive content for a variety of media channels.

MASC 335. Multimedia Production. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 300 with a minimum grade of C. Multimedia technology course used to advance the digital and practical skills developed in prerequisite course. Explores current and innovative approaches to multimedia tools and technology used for communication professionals including, but not limited to, multimedia photography, audio and video storytelling, desktop publishing and website design. Explores industry trends in digital, online and mobile communication. Establishes a diverse portfolio of multimedia projects.

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

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: ENGL 304, MASC 300, MASC 333 and MASC 337, each with a minimum grade of C. Enrollment is restricted to public relations students. 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 Strategy. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 205 and MASC 210, each with a minimum grade of C. Enrollment is restricted to public relations students. Teaches the strategic process for building public relations campaigns and other communication plans. Includes thorough instruction for setting goals, objectives, strategies and tactics. Establishes a method for measuring and evaluating effectiveness in public relations efforts supplemented by industry examples and case studies.

MASC 344. Data Journalism and Visualization. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC 203; and STAT 208 or STAT 210. Enrollment is restricted to mass communications majors. A practical guide to computer-assisted reporting and data-driven storytelling. Focus on finding authoritative sources and information on the internet, analyzing data with spreadsheets and other tools and creating online graphics. Students will learn how to evaluate the reliability of electronic information and how the First Amendment and journalism ethics apply to data.

MASC 360. Intro to Multimedia Storytelling. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC 203 with a minimum grade of C. Enrollment is restricted to students with a minimum cumulative GPA of 2.5. Introduction to production of news across digital, audio, video and social platforms. Students gain hands-on experience with industry-standard equipment and software, learning the fundamentals of recording, shooting, editing and sequencing. Emphasis on journalistic ethics alongside development of visual and technical fluency. Develop a mindset of how to find, structure and tell compelling and cohesive stories for multimedia formats.

MASC 363. Audio/Visual Writing. 3 Hours.

Semester course; 3 lecture hours. (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 203 and MASC 360 with a minimum grade of C. Corequisite: MASC 360. Enrollment is restricted to students with a minimum cumulative GPA of 2.5. Prepares students to pitch, write and record explicitly for video and audio platforms, including television, social media videos and podcasts. Students utilize equipment to record high-quality audio projects and advance their editing and mixing skills. Examination of the evolution of the broadcast industry and exploration of relevant entrepreneurship and career opportunities.

MASC 367. Media Production I. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: UNIV 200 with a minimum grade of C. Enrollment is restricted to mass communications majors. Focuses on the purpose, function and execution of basic techniques of media production, especially for audio and video. Emphasizes production of professional-quality media content for various applications. Covers equipment, stages of production, recording and editing.

MASC 380. Media and Culture. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 203, MASC 204, MASC 205 or MASC 285 with a minimum grade of C. An advanced conversation about the development of media, technology, trends and their impact on culture. Examines the role of traditional and underrepresented media. Challenges students to critically consider the role of media against evolving changes in society.

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 383. User Experience. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC 300 with a minimum grade of C. Introduction to the strategy and design of user experiences in communications. Students learn to create both physical and digital experiences for audiences based on research, data and human behaviors. This is a class about demystifying UX design, which goes beyond web design, and using principles to improve skills students can use in any field. This includes the UX process, collaboration, design thinking, storytelling, user personas, and research, accessibility and testing. By the completion of the class, students will have knowledge of the fundamentals of UX design, be proficient in design thinking principles and have developed skills that can be used with their chosen concentration.

MASC 390. Ethical Problems in Mass Media. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 203, MASC 204, MASC 205 or MASC 285 with a minimum grade of C. Examines and analyzes contemporary issues and problems in conventional and new media. Explores the philosophical foundation and principles of ethical decision-making. Discusses critical and unresolved issues within the legal and ethical framework of modern mass media practice. Students are expected to engage in active discussions both online and in class.

MASC 391. Career Minded. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: HUMS 203, and MASC 203 or MASC 204 or MASC 205 or MASC 285 with a minimum grade of C. An applied, early career preparation course designed for communication students across all majors. The course builds professional readiness by helping students identify career interests, understand industry expectations and develop a strategic personal brand. Students create a professional online presence, including a personal website or digital portfolio, while developing essential job-search materials and strategies. The course also strengthens influential presentation skills through frequent practice in pitching, moderating and visually and verbally communicating ideas in professional contexts. Additional topics include workplace communication, emotional intelligence, interviewing, networking and the ethical use of emerging tools such as AI and applicant-tracking-system technologies.

MASC 392. Perspicuousness. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 204; and UNIV 200 or HONR 200, both 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 394. Imagination. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 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 395. Communication Ethics and Law. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 101 with a minimum grade of C. An exploration of contemporary legal and ethical issues in mass communication. The course integrates communication law, ethical reasoning and cultural awareness to help students navigate the complex responsibilities of media professionals. Students examine how historical, cultural and structural inequities shape representation in media and evaluate the consequences of communication decisions for diverse publics. Emphasis is placed on developing ethical and civic judgment through case studies, professional scenarios and/or project-based learning. Topics include freedom of expression, privacy, intellectual property, media accountability, representation and harm, and ethical decision-making across digital and emerging media environments.

MASC 398. Awareness. 3 Hours.

Semester course; 3 lecture hours. (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 203, MASC 204, MASC 205 or MASC 285 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. (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 203, MASC 204 or MASC 285 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 400. Integrated Communication Lab. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 310; MASC 300; and MASC 395, each with a minimum grade of C. Enrollment is restricted to mass communications majors. An interdisciplinary practicum where students collaborate to plan, create and deliver strategic communication solutions for real clients. The course fosters professional convergence by combining skills from journalism, advertising, public relations and media production in a unified communication environment. Students practice cross-disciplinary teamwork, project management, leadership and applied strategic thinking while producing deliverables aligned with client goals. The course introduces students to contemporary digital ecosystems, including content management workflows, customer relationship and audience engagement systems, AI-assisted tools and collaborative project management platforms. Emphasis is placed on process, accountability, iterative feedback and developing professional work that reflects industry standards.

MASC 401. Introduction to Podcasting. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC 203, MASC 204, MASC 205 or MASC 285 with a minimum grade of C. This project-based course teaches the production skills necessary to begin a career as a podcast producer. Students will learn how to develop, pitch and produce a podcast, with a focus on the narrative and technical aspects of production. This includes the use of industry standard audio production software and hardware, research methods, scripting practices, interview techniques, and hosting.

MASC 403. Advanced Reporting. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC 274 and MASC 303, both with a minimum grade of C. Enrollment is restricted to mass communications majors. 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 (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 395 and MASC 303, both with a minimum grade of C. Enrollment is restricted to mass communications majors. 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. The course may not be taken simultaneously with MASC 403, MASC 475 or MASC 496 without permission from the instructor.

MASC 408. Communications Law. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 203, MASC 204, MASC 205 or MASC 285 with a minimum grade of C. Study of legal issues affecting the practice of advertising, journalism and public relations. Examination and analysis of contemporary issues and problems in conventional and new media. Critical and unresolved issues are discussed within the legal framework of modern mass media practice.

MASC 410. Media Entrepreneurship. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC 285 with a minimum grade of C. Enrollment is restricted to mass communications majors. Students will execute hands-on, media-based, public-facing entrepreneurial projects with a view to how, why and for whom independent and freelance professional work rises above the noise and can serve both local and global audiences. Students will learn how to start their own business/passion-led project work with intention and diversity via partnership, collaboration, social calls and direct discourse.

MASC 415. Media Production II. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisites: MASC 285, MASC 300 and MASC 367, each with a minimum grade of C. Study and practice of advanced media production skills and techniques. Focuses on audio and video production for visual storytelling, including advanced professional field production, camera operation and media editing.

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

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC 203 and MASC 210, each with a minimum grade of C. Enrollment restricted to public relations students. 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. Agency I: Public Relations Research. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: STAT 208 or STAT 210; MASC 333 and MASC 337, each with a minimum grade of C. Enrollment is restricted to public relations students. The first part of the public relations capstone sequence. Students collaborate with a community client to design and implement a research plan using communication audits, qualitative and quantitative methods. Emphasis is placed on research design, data collection and analysis that inform strategic decision-making. Research findings produced in the course provide the foundation for campaign planning and execution in MASC 439.

MASC 426. Influencer Relations. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 333 and MASC 336, each with minimum grade of C for public relations students; MASC 392 or MASC 398, each with a minimum grade of C for advertising students. Enrollment is restricted to public relations and advertising students. Explores the evolution and impact of online influencers such as bloggers, vloggers, reviewers and critics and their ability to affect audience decision-making. Presents strategies and best practices for identifying and cultivating strategic relationships with these influencers, as well as how to apply their influence to a larger communication strategy. Students will learn to leverage the influencer framework to generate better content and more subscribers for clients and organizations.

MASC 435. Crisis Communication. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 300, MASC 333 and MASC 337, each with a minimum grade of C. Enrollment is restricted to public relations students. 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 439. Agency II: Public Relations Campaign. 3 Hours.

Semester course; 3 lecture hours (delivered online or face-to-face). 3 credits. Prerequisites: MASC 274, MASC 336 and MASC 425, each with a minimum grade of C. Enrollment is restricted to public relations students. The second part of the public relations capstone sequence, continuing the community partnership established in MASC 425. Students build upon the research completed in the prior semester to develop and execute a comprehensive strategic communication and relationship management campaign for the same client. Course activities include campaign planning, tactical design, implementation and assessment. Assesses students' theoretical and practical learning achieved in the program as a capstone course concluding with a final presentation for critical feedback by the client(s) and other industry professionals. Teams also prepare entries for national and regional public relations campaign competitions.

MASC 440. Media Animation. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours. 3 credits. Prerequisite: MASC 300 with a minimum grade of C. Enrollment is restricted to mass communications majors. Study and practice of media animation, including physical (e.g., puppets and claymation) and digital creations. Focus on development and current applications of the art form and demonstrating basic digital media animation competency through class projects.

MASC 450. Style. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 392 and MASC 394, both with a minimum grade of C. Enrollment is restricted to mass communications majors. 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 (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 274 and MASC 450, both with a minimum grade of C. Enrollment is restricted to mass communications majors. 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 (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 395, MASC 398, MASC 399 and six additional credits of MASC electives, each with minimum grades of C. Enrollment is restricted to mass communications majors. 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 Multimedia Storytelling. 3 Hours.

Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 300, MASC 303, and MASC 360 and 363, both with minimum grade of C. Enrollment is restricted to students with a minimum cumulative GPA of 2.5. Students apply advanced reporting and production techniques to create professional portfolio content for multimedia platforms. Emphasis placed on newsgathering, producing, lighting, audio, editing and post-production workflow. Students operate in a newsroom-style environment to pitch, produce, publish and critique multimedia stories, on deadline. Introduction to live reporting techniques, studio operations and equipment.

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 465. InSight News Show. 6 Hours.

Semester course; 2 lecture and 8 laboratory hours (delivered online, face-to-face or hybrid). 6 credits. May be repeated for a maximum of 12 credits toward graduation (six credits in place of electives). Prerequisites: MASC 304, MASC 305 and MASC 460, each with minimum grade of C. Enrollment is restricted to students with a minimum cumulative 2.5 GPA. Serves as the culminating multimedia production experience in the journalism program, with an intensive focus on portfolio development and career preparation. Students research, write, report and produce professional-quality multimedia news packages and live broadcast shows. The course emphasizes leadership, teamwork and ethical decision-making in a collaborative newsroom environment. Students refine specialized skills in producing, anchoring, video production, field reporting and digital publishing. Work is expected to meet publication standards of Robertson newsroom distribution channels.

MASC 466. Television Studio Production. 3 Hours.

Semester course; 1 lecture and 4 laboratory hours. 3 credits. May be repeated for a maximum of six credits. Prerequisite: MASC 203, MASC 204 or MASC 285 with minimum grade of C. Instruction and practice in basic television and studio production. Explores standards, contemporary technologies and best-practice techniques for modern studio video production.

MASC 467. CreateAthon at VCU. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisites: for advertising students: MASC 392 and 394 each with a minimum grade of C, or MASC 398 and 399 each with a minimum grade of C, or approval by instructor; for public relations students: MASC 333, MASC 335 or MASC 337 with a minimum grade of C. Enrollment is restricted to mass communications majors. Students will be selected to work with area nonprofit clients to create and produce a wide variety of advertising and promotional materials. Students develop strategy, write creative briefs, recruit teams to work with them during CreateAthon at VCU (a marathon creative event held during the semester), present work to clients and follow deliverables through production. Strong emphasis on leadership and 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 is restricted to mass communications majors and media studies minors. 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. 6 Hours.

Semester course; 2 lecture and 8 laboratory hours (delivered face-to-face or hybrid). 6 credits. May be repeated for a maximum of 12 credits towards graduation (six credits in place of electives). Prerequisites: MASC 304, MASC 305 and MASC 460, all with a minimum grade of C. Enrollment is restricted to mass communications majors with a minimum 2.5 GPA. Serves as the culminating public affairs reporting experience, operating as a professional newswire capstone. Students report, write and edit news content for publication. Students cover local, state and regional issues, with emphasis on Virginia government and community affairs. The course provides experiential learning through assignments, collaboration and editorial leadership. Focus is placed on accuracy, ethics and multiplatform storytelling that meets professional newsroom standards. Work is expected to meet publication standards of the Capital News Service newswire and other Robertson newsroom distribution channels.

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 (delivered online, face-to-face or hybrid). 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. Enrollment is restricted to mass communications majors. 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 483. The Documentary. 3 Hours.

Semester course; 1 lecture and 4 laboratory hours. 3 credits. Prerequisite: MASC 367 with a minimum grade of C. An exploration of techniques for television, film documentaries and docuseries. The course will center on the development, writing and production of a documentary, with students ultimately completing their own documentary project.

MASC 484. Media Foundry. 3 Hours.

Semester course; 1 lecture and 4 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. May be repeated with different topics for a maximum of six credits toward graduation. Prerequisites: MASC 391, MASC 395, MASC 415 and PHTO 290, each with a minimum grade of C. Enrollment is restricted to mass communications majors. Capstone course. Advanced application of perspectives and skills learned about developing stories and creating compelling media production portfolio content for various audiences.

MASC 488. Strategic Health Communication. 3 Hours.

Semester course; 3 lecture hours. 3 credits. Prerequisite: MASC 336 with a minimum grade of C. Enrollment is restricted to public relations students. Covers the design, implementation and evaluation of health-focused media campaigns, and examines behavioral theories and research on media influences with respect to both beneficial and harmful effects on well-being. Students will focus on effective message design as well as responding to emerging viral conversations, translating health communication language into language accessible for the public and designing a digital media-based health communication campaign for an actual client.

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

Semester course; 1-3 lecture hours (delivered online, face-to-face or hybrid). 1-3 credits. May be repeated with different topics for a maximum of nine credits. Prerequisite: MASC 203, MASC 204, MASC 205 or MASC 285, 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; 1-3 independent study hours. 1-3 credits. Maximum of three credits per semester; may be repeated for a maximum total of six credits for all independent study courses. Prerequisite: MASC 203, MASC 204, MASC 205 or MASC 285, 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; 1-3 field experience hours (delivered online, face-to-face or hybrid). 1-3 credits. May be repeated with different topics; maximum total of six credits may be applied toward graduation. Prerequisite: MASC 203, MASC 204, MASC 205 or MASC 285, with a minimum grade of C. Enrollment requires permission of internship coordinator. Selected students receive on-the-job training under the supervision of an instructor and the employer. Internships are available in a variety of media outlets and related organizations.

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 499. Career Minded. 3 Hours.

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 398 and MASC 399, each with a minimum grade of C; or MASC 392 and MASC 394, each with a minimum grade of C; or ENGL 304, MASC 300, MASC 333 and MASC 337, each with a minimum grade of C; or MASC 303 with a minimum grade of C; or MASC 367 with a minimum grade of C. A study of emotional intelligence and transferable skills in the workplace. Students explore multi-platform interview skills, strategic networking, career plans and a professional online presence while developing career documents such as resumes that incorporate AI and applicant tracking system innovations.

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 600. Managing Your Media Career. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Equips students for growth and leadership in media careers. Arms students with tools to plan, soft skills, time management, workplace relationships and other crucial issues for professional advancement.

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 603. AI and Communication. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. A knowledge and skill building course open to students and professionals from any background seeking foundational applications of artificial intelligence in communication. The course introduces core AI concepts in communication and provides hands-on experience using AI tools to support research, analysis and creative production. Students will develop applied communication outputs and examine key issues related to accuracy, bias, ethics and professional use of AI across media and organizational settings.

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. Communication Research. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Introduces relevant communication theories and research methods. Both qualitative and quantitative data analysis techniques are examined.

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 lecture hours (delivered online). 3 credits. In-depth study of media economics, management and finance based on an examination of major contemporary issues and challenges. Students will interact with faculty, media managers and each other to gain major problem-solving skills for media economics, management and finance.

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. Digital Management and Analytics. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Students will learn how to use metrics to test ideas, offer audience insights and, ultimately, build relationships with the public they serve. This course will help students master the latest tools and techniques to collect information about news audiences and integrate metric insights into a digital media strategy.

MASC 644. Computational Journalism. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Computational journalism incorporates elements of computer-assisted reporting and data journalism while expanding on these approaches. Students will explore how the combination of algorithms, data and knowledge from the social sciences can supplement the accountability function of journalism and change how stories are discovered, presented, aggregated and monetized.

MASC 645. Digital Production. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Examines innovative approaches and technologies used in multimedia storytelling. Specific focus on the technical skills necessary to produce and edit messages using photography, videography, graphic design and more. Students gain hands-on experience with state-of-the-art tools.

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. Persuasion. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Study of communication practices influencing attitudes, opinions, belief systems and behavior change. Establishes the theories and practices used by brands to persuade within the boundaries of truth, diversity, commerce and law.

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. Leadership in Action. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Discusses dynamic leadership challenges on both a knowledge and skill basis, including results-driven decision-making in executive communication and overall management. Examines 21st-century topics such as fostering a diverse, equitable and inclusive workplace.

MASC 676. Media Law and Ethics. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Study of legal issues affecting the media industries. Analyzes contemporary issues and problems in conventional and new media. Discusses critical and unresolved issues within the legal and ethical framework of modern mass media practice.

MASC 679. Writing Across Modern Media. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Student will learn to take ideas and bring words to life across a number of media platforms. The writing will range from writing succinct professional emails to writing with AP style in a journalistic way.

MASC 682. Media Mechanics. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Focus on newsworthiness, the evolving media landscape, determining relevant and innovative outlets for the message and shaping a message for maximum impact. Includes techniques to effectively reach the media in order to amplify and leverage an organization's story.

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

Semester course; 3 lecture hours (delivered online). 3 credits. 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. Multimedia Storytelling. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Students will learn how to create digital content that resonates with diverse audiences across varying mediums. They will learn how to best showcase and report multimedia stories across visual and audio platforms. News-driven projects will use new trends in technology in addition to photography, video, audio and data visualization.

MASC 685. Strategy. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Explores creative approaches to the strategic thinking process. Discusses best practices used to conceptualize high-level campaigns. Creates a framework for outcome-focused messaging. Students gain a mixed-methods approach to planning and problem solving at all levels of communication.

MASC 686. International Journalism. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. Students will learn about trends in journalism practices around the world and examine the power and impact of global news media. They will gain a deeper understanding of the political, social, cultural, religious and other contextual factors that impact the operation of the press. Additional topics will include the structures of media ownership, the ethical and legal dimensions of international reporting and the role of technology in international journalism.

MASC 687. Entrepreneurial Media Management. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. This course explores entrepreneurial processes for communication professionals to develop startups, corporations or nonprofits. The material introduces communication professionals to the skills leaders need in developing entrepreneurial ventures including idea generation, business models, revenue sources, marketing and inclusive management of media businesses.

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. 3 Hours.

Semester course; 3 lecture hours (delivered online). 3 credits. May be taken for a maximum total of six credits. An advanced study of a 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. Capstone. 3 Hours.

Semester course; 3 practicum hours (delivered online). 3 credits. Enrollment is restricted to students with a minimum of 21 graduate-level MASC credits completed. Students complete an experiential capstone project that allows them to demonstrate the skills they have learned in their previous course work.

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.