Bachelor of Arts in Communication

Program Objectives

Nature of the Field Study

Communication as a field of study covers various ways by which humans communicate. It focuses on how verbal and non-verbal messages are used to create meanings in different contexts using diverse media platforms. It includes a broad range of subject matter ranging from the study of communication in interpersonal relationships, groups, organizations, and cultures.

Program Goals

This program aims to equip students with the knowledge and skills in the theory and practice of communication applicable in various professions and contexts, with focus on the media professions.

Specific Professions, Careers or Occupations for Graduates

Graduates of this program may find employment as public corporate communication/information officers, social science and communication researchers/analysts, communication/media planners and managers, program/project development officers, public relations and advertising practitioners, media practitioners, learning system designers, multimedia designers, and allied/related professions.

Possible Jobs

  • Writer
  • Director
  • Journalist
  • Producer
  • Designer
  • Editor(print, video, film)
  • Graphic/layout artist
  • Web content developer
  • Social media strategist
  • Communications Officer
  • Sound specialist
  • Radio/Video jock
  • Photojournalist/Photographer
  • Cinematographer/Cameraman
  • Actor/recording artist/composer

Program OutcomesSample performance Indicators
Define and access information needs; assess and organize information and knowledge; produce, share, and utilize information and knowledge.Efficient accessing and gathering of need-based, accurate, authentic, and reliable information through print, broadcast, and online sources, research, and other investigative techniques.

Skillful selection, analysis, organization, and presentation of essential information in the development and production of print, broadcast, and online stories.

Appropriate and responsible sharing and use of information and knowledge generated from different sources.
Communicate in different formats and platforms (print, broadcast, and online)Clear and effective writing for different formats and platforms.

Clear, fluent, and engaging delivery of speeches, broadcast news and commentaries, and other oral presentations.

Effective and responsible use of non-verbal cues, pictures, graphics, and images in oral and online communication.
Prepare communication/media planEvidence-based situational analysis

Audience-specific communication objectives and strategies

Concrete monitoring and evaluation indicators
Conduct communication and media research and evaluationComprehensive literature review and exhaustive research

Appropriate research or evaluation framework

Sound research or evaluation design
Develop and produce communication materials in different formats and platformsCreative and innovative conceptualization and design of audience-specific communication materials

Skillful and responsible use of relevant technical equipment and software

Skillful use of gender and culture —sensitive and politically-correct language in message development
Demonstrate communication management and leadership skillsEfficient and effective use of resources

Sound design of communication programs and projects

Competent use of planning, monitoring, and evaluation (controlling) tools
Develop entrepreneurial capabilitiesSkillful business analysis and identification of communication-driven business opportunities

Innovative and creative engagement in business ventures

Effective use of marketing communication strategies
Adhere to ethical standards and practicesStrong foundation in moral philosophy and ethical system

Clear understanding of professional codes of conducts, standards, and practices

Ethical in making choices and decisions professionally
Know and practice rights, responsibilities, and accountabilities in the communication profession Clear understanding of freedom, rights, and responsibilities

Observance of communication media laws

Clear understanding of the role of media in a democratic society
Demonstrate development orientation in communication workClear understanding of local, national, and global development issues and agenda

Clear understanding of development theories and paradigms

Deft integration of development issues and concerns in communication projects
Apply communication theories/ models, principles, practices, and tools in development workSkillful use of participatory strategies in planning, implementing, and evaluating communication programs.

Skillful use of communication strategies in mediation, negotiation, and resolution.