This programme is geared towards producing graduates who can work in public relations and advertising.
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LEARNING OUTCOMES |
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At the end of the programme, graduates shall be able to: a. Handle and manage corporate communication and Public Relations practice. b. Prepare programmes and PR contents for different strategic communication purposes of organisations. c. Identify and select appropriate and strategic media for successful strategic communication. d. Handle ethical, legal and regulatory issues related to corporate communication, PR and advertising locally and internationally. |
CAREER PROSPECTS
a. Entrepreneurial opportunities: Graduates of the programme can establish entrepreneurial prospects in various areas such as advocacy, lobbying, content creation for social media and start-ups, scriptwriting for advertisements on media platforms and consultancy for communications strategies for various institutions. They can also establish media companies, web-based media platforms, graphic and infographic designing companies.
b. Employment opportunities: Graduates of the programme can consider employment opportunities in public relations firms, newspaper companies, local and international news
agencies, television and film agencies, mobile network companies, publicity organizations, web-based communication companies, public relations, sales, marketing, communication research, writing and publishing. Other potential areas for employment are tourism, politics and administration, media, social work, sports and entertainment, health and environmental sectors and in other areas where information processing and transfer is involved.
c. Leadership/Community-based opportunities: Graduates of the programme can also consider leadership roles or community-based roles where they can use their knowledge and skills in advocacy, lobbying, development campaigns, political campaign experts and analysts, webbased communications for communities on issues of health, social work and environment, and conflict resolution.
Course Structure and Outline
Students in the first year in all the three programmes undertake core courses pertinent to their fields of study. Thereafter, students are able to take both core and optional courses from their fields of study in the second year and third year.
Notes on the Coding of Courses
The coding of courses consists of two letters, both of which stand for the programme and are then followed by three digits or numbers (e.g. JO 204).
Bachelor of Arts in Public Relations and Advertising
|
Course Code |
Course Title |
Credits |
Semester |
Core/ Optional |
|
|
First Year |
|||||
|
CO 101 |
Introduction to Mass Communication |
12 |
1 |
Core |
|
|
PR 101 |
Intro to Public Relations and Advertising |
12 |
1 |
Core |
|
|
DS 101 |
Development Perspective I |
8 |
1 |
Core |
|
|
JE 100 |
English for the Media |
8 |
1 |
Core |
|
|
JS 100 |
Kiswahili for the Media |
8 |
1 |
Core |
|
|
SO 110 |
Introduction to Sociology |
12 |
1 |
Optional |
|
|
PS 110 |
Introduction to Political Science I |
12 |
1 |
Optional |
|
|
PE 100 |
Foundations of Physical Education and Sports |
12 |
1 |
Optional |
|
|
PS 112 |
Comparative Political Thought |
12 |
1 |
Optional |
|
|
PS 113 |
Government and Politics in Tanzania |
12 |
1 |
Optional |
|
|
MK 100 |
Introduction to Business |
12 |
1 |
Optional |
|
|
JO 103 |
Introduction to Writing for the Media |
8 |
2 |
Core |
|
|
PR 102 |
Psychology of Advertising |
8 |
2 |
Core |
|
|
PR 104 |
Public Opinion and Public Relations |
8 |
2 |
Core |
|
|
DS 102 |
Development Perspective II |
8 |
2 |
Core |
|
|
CO 103 |
Technical Basis of Communication |
8 |
2 |
Core |
|
|
PL 111 |
Intro. to Critical Thinking and Argumentation |
8 |
2 |
Core |
|
|
PR 100 |
Practicum |
8 |
2 |
Core |
|
|
JO 108 |
Radio Broadcasting |
12 |
2 |
Core |
|
|
JO 109 |
Television Production |
12 |
2 |
Core |
|
|
|
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|
Second Year |
|||||
|
CO 201 |
Theories of Mass Communication |
12 |
1 |
Core |
|
|
PR 201 |
Mass Media and Public Relations |
12 |
1 |
Core |
|
|
PR 203 |
Advertising, Layout and Production |
12 |
1 |
Core |
|
|
JR 203 |
Mass Media Research |
12 |
1 |
Core |
|
|
PR 207 |
Ethics and Professional Responsibilities in Public Relations |
12 |
1 |
Core |
|
|
LW 540 |
Media Law |
12 |
1 |
Core |
|
|
PR 205 |
Gender and the Media |
12 |
1 |
Optional |
|
|
CO 201 |
Theories of Mass Communication |
12 |
1 |
Optional |
|
|
GE 250 |
Environmental Conservation Education |
12 |
1 |
Optional |
|
|
CO 211 |
Media Management and Organisation |
12 |
1 |
Optional |
|
|
HR 200 |
Organisation Behaviour |
12 |
1 |
Optional |
|
|
PR 202 |
Media and Contemporary Issues |
12 |
2 |
Core |
|
|
CO 203 |
Issues in Mass Communication Research |
12 |
2 |
Core |
|
|
PR 204 |
Mass Media Advertising and Sales Promotion |
12 |
2 |
Core |
|
|
PR 206 |
Writing for Public Relations |
12 |
2 |
Core |
|
|
PR 200 |
Practicum |
8 |
2 |
Core |
|
|
MK201 |
Relationship Marketing |
12 |
2 |
Optional |
|
|
CO 209 |
Advanced Television Production |
12 |
2 |
Optional |
|
|
MK 200 |
Principles of Marketing |
12 |
2 |
Optional |
|
|
CO 314 |
Digital Audio and Video Post Production |
12 |
2 |
Optional |
|
|
|
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|
PS 222 |
International Relations I |
12 |
2 |
Optional |
|
|
PE 200 |
Theory and Methods of Sports Training |
12 |
2 |
Optional |
|
|
PS 232 |
Contemporary Politics in East Africa |
12 |
2 |
Optional |
|
|
SO 251 |
Contemporary Sociology Theories |
12 |
2 |
Optional |
|
|
|
|
|
|
|
|
|
Third Year |
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|
PR 301 |
Advertising and Public Relations Campaign |
12 |
1 |
Core |
|
|
CO 305 |
New Media Technologies |
12 |
1 |
Core |
|
|
PR 309 |
Propaganda and Persuasion |
12 |
1 |
Core |
|
|
PR 305 |
Advanced Advertising Issues |
12 |
1 |
Core |
|
|
PR 307 |
Dissertation I |
12 |
1 |
Core |
|
|
PR 311 |
Media, Minorities and People with Special Needs |
12 |
1 |
Optional |
|
|
PR 313 |
Visual Communication |
12 |
1 |
Optional |
|
|
GM 300 |
Strategic Marketing |
12 |
1 |
Optional |
|
|
MK 305 |
Publicity and Public Relations |
12 |
1 |
Optional |
|
|
PL 311 |
Professional and Civic Ethics |
12 |
1 |
Optional |
|
|
PR 302 |
Special Issues in Advertising |
12 |
2 |
Core |
|
|
PR 304 |
Media Representation and Perception |
12 |
2 |
Core |
|
|
PR 306 |
Public Relations Organisation and Management |
12 |
2 |
Core |
|
|
PR 308 |
Dissertation II |
12 |
2 |
Core |
|
|
PR 310 |
Advertising as Communication |
12 |
2 |
Optional |
|
|
PR 314 |
Public Relations for Non-profit |
12 |
2 |
Optional |
|
|
PS 335 |
Democracy and Elections |
12 |
2 |
Optional |
|
|
GE 350 |
Environmental Conservation Education |
12 |
2 |
Optional |
|
|
SO 371 |
Contemporary Social Change and Culture |
12 |
2 |
Optional |
|
|
HR 304 |
leadership and Supervisory Skills |
12 |
2 |
Optional |
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