UNIVERSITY OF SARGODHA

COURSE OUTLINE                                                                                                Spring 2021

BS IR-IV (SS)

Course Title: Introduction to Conventional and Digital Communication

Course Code: MCOM 5101

Credit Hours: 03

Instructor: UME-HABIBA

Email: [email protected]

DESCRIPTION & OBJECTIVES

This course is aimed at introducing the students to basic concepts of conventional and emerging concepts of digital communication. Students would be able to identify and distinguish between the key concepts of conventional and digital communication. Conventional media such as television, radio, newspapers, and magazines have long been the primary outlet for communication campaigns, but added to this now are digital channels like social media (Facebook, Twitter, Instagram) that have increased the opportunities for companies, big and small, to connect and spread the word. Digital communications media are inherently capable of being more interactive, more participatory, more egalitarian, more decentralized, and less hierarchical. As such, the types of social relations and communities which can be built on these media share these characteristics.

Learning Outcomes

This course will enable students:

• to understand the communication and process,
• mechanism of conventional and digital communication,
• to analyze the various forms of mass media

RECOMMENDED BOOKS

• Introduction to Mass Communication: Media Literacy and Culture(10th ed.): Baran, S. (2016).

• Media and Communication: Mass Communication in a Digital Age; Campbell, R., Martin, C., & Fabos, B. (2014).

• Dynamics of Mass Communication (12th ed.). Dominick, J. (2014).

• Media of Mass Communication: Vivian, J. (2015).

CONTENTS

ASSESSMENT CRITERIA

Sessional:        20 marks

                        (Attendance+ Presentation+Assignments)

Mid:                30 marks

Final exam:     50 marks

RULES AND REGULATIONS

Following are the rules and regulations that students have to abide by:

• 80% of class attendance is compulsory to sit in the final exam.
• Class timing should be strictly followed.
• Assignments and presentations must be covered in the given time.
• Originality of work would be ensured in case of assignments.