Course Description

Students offering this course explore methods for learning what customers want and how to develop advertising campaigns that reach and persuade those target audiences. The course focuses on critical thinking, effective communication, writing, editing, and visualizing ideas and incorporates elements of social science research, statistics, multicultural studies, and visual design.

Learning Outcomes

By the end of the course, students should be able to

·         Conceptualize, develop and implement advertising campaigns

·         Craft relevant copies for different media classes: print, radio, TV and online

·         Critically appraise an advertising copy

·         Discuss the functions and roles of personnel in advertising agency

·         Explain why ethical principles must underscore activities of the advertising industry    

 Course Content

·         Advertising strategies

·          Effective advertising sales

·         Media planning

·         Copywriting and visual design of ads

·         Advertising research

·         Retail advertising

·         Ethics and law in advertising

Compulsory Reading Materials

·         Moriarty, S., Mitchell, N.,& Wells, W. (Eds). (2014).Advertising & IMC: Principles and Practice. (10_th ed.). USA: Rowman & Littlefield Publishers.

·         O’Guinn, T., Allen, C., &Semeneick, A. (Eds.) (2014). Advertising and Integrated Brand Promotion. (7_thed.). USA: South-Western College.

Course Description 

The course has been designed to prepare students for both agency work and leadership positions in corporate and/or non-profit environments. While writing and presentation skills are essential, emphasis is on application of these writing and presentation skills for managing communication with individuals and groups in organisations. Students undertake courses that arm them with the knowledge and skills relative to public opinion formation, image and perception management, crisis communication, Public Relations research, communication strategy, among others.

Learning outcomes

By the end of the course, students should be able

·         To demonstrate an understanding of how media issues could impact the an entity’s activities

·         To analyse how an entity’s image and reputation could be build through relevant PR tools

·         To show an understanding of how ethical practices could lead to effective PR practice

·         To demonstrate a mastery of effective writing and speaking skills

·         To analyse the role of research in PR activities

Course Content

·         History and evolution of Public Relations

·         Public Relations theories and concepts

·         The Public Relations process

·         Publics and public relationships

·         Public Relations and Ethics

·         Public Relations research

·         Public Relations writing

·         Crisis Management

Compulsory Reading Materials

·         Seitel, Fraser, P. (2013). The Practice of Public Relations (10th ed.). New Jersey: Pearson Education.

·         Cutilip, S. M & Center, A. H. (2009). Effective Public Relations (9th ed.). New Jersey: Pearson Education.

Course Description

This course explores the history of television and radio.  It compares public, commercial, and community models of broadcast media with newer multiplatform modes of distribution by examining ownership and the range of audiences, formats and content typical of each institution. The course also considers the production, reception and distribution of broadcast content, nationally, and globally. Celebrity-based programming and genre traditions, such as reality television, live radio talkback, news, sitcoms, drama and gameshows are studied as ways of understanding the mobilisation of audience share, content flows, and revenue.

Learning outcomes

·         Demonstrate an understanding of the operations television and radio industry in Ghana

·         Demonstrate a general awareness of the role of broadcast media in understanding social life. 

·         Develop and implement effective Broadcast programming

·         Exhibit mastery of the craft of writing for both radio and television

·         Demonstrate a full grasp of the traditions of broadcast studies including the key literature and language used

Course content

·         A brief history of radio &television; a look at evolution of Ghana’s broadcast media

·         The sound broadcasting and television studios

·         Putting together the broadcast script

·         The interview and other programme formats

·         Television production         

·         The news and the bulletin

·         Programme, programme operatations and programme presentation

·         Growth and advocacy for order and professionalism: Roles of NCA, NMC, GJA and GIBA

Required Reading Materials

·         Ghartey-Tagoe, D. (2010). The Broadcaster’s Companion. Ghana: Black Mask Ltd.

·         Meeske, M.D. (2006).Copywriting for the Electronic Media: A Practical Guide. (5th ed.). USA: Thomson Wadsworth.

Course Description

Feature writing is an inventive and creative form of journalism. It allows mass communicators to bring some of the techniques of fiction writing to non-fiction writing. The course has been designed to help communicators use their imagination and creativity to explore issues, events, trends and processes, often in greater depth and sensitivity and in a more interesting and lively manner. It equips students with the skills and tools relevant for researching topics for write-ups.      

Learning outcomes

By the end of the course, students should be able to

·         Organize their ideas coherently, clearly and convincingly in paragraphs

·         Demonstrate an understanding of the different types features and their uses

·         Write features that will persuade, motivate and mobilize audiences towards diverse causes 

·         Demonstrate a profound understanding of what an editorial is and its uses

·         Evaluate a feature using relevant models and paradigms    

Course Content

·         What is a Feature

·         Categories of Features

·         The Features Market;  Ideas for Features; Researching for the Article 

·         Guidelines for writing introduction, body and ending of a feature

·         Style  and presentation

·         Content Analysis of features from newspapers/magazines

·         What is Editorial; Research for Editorial

·         Organizing the Editorial 

·         Critical Editorials

·         Content Analysis of Editorials from newspapers/magazines

Compulsory Reading Materials

·         Kwame, Boafo, S.T. (1991). Module on Advanced Writing. Nairobi: African Council for Communication Education.

·         Harrower, Tim. (2010). Inside Reporting: A Practical Guide to the Craft of Journalism. New Delhi: McGraw Hill Education.