DEPARTMENT OF MASS COMMUNICATION, FACULTY OF ARTS, CORE
CURRICULUM MINIMUM ACADEMIC STANDARD FOR MASS COMMUNICATION
DEGREE
B. Sc Mass Communication Overview Mass communication is an excitingly dynamic field and expensive
that channels multiple interests and talents into one discipline, which can be applied to virtually every
aspect of personal and professional life. This programme offers students a wide selection of
opportunities to pursue a career in traditional communication fields such as journalism, public relations,
advertising, broadcasting and film; or use their skills in healthcare, financial services, information
technology, government agencies, private sector and non-profits. In this programme, students will
examine how communication and media work; and how they affect our society. They will learn more
about the history, theories and criticisms surrounding communication and mass media - from how mass
media is used to drive an economy to the ways communication industries are used to disseminate news
and entertainment; how to choose and use the most effective communication tools and strategies to
promote messages, products and programmes; understand the world communication order and mass
media; be prepared to tackle the most complex global and business challenges using communication
and media; and examine the psychology and behavioural aspects of communication and media
messages. There are three sequences:
1. Journalism;
2. Public relations and advertising (PRAD); and
3. Broadcast and film.
These three sequences define the scope and depth of knowledge, skills and competences in the
programme.
Philosophy: The philosophy of this programme, therefore, is anchored on the theory and practice of how
journalism, public relations, advertising, broadcasting and film create value, distribute value and earn
value in the era of media convergence. Objectives The objectives of BSc Mass Communication
programme include but not limited to the following: 1. offer an undergraduate professionally oriented
programme for the aspiring nigerian communicators, journalists, public relations and advertising
practitioners, broadcasters and film makers; 2. train and/or retrain Nigerian journalists, public relations
and advertising practitioners, broadcasters and film makers for leadership positions in the mass media
organisations and its adjuncts in Nigeria and the world; 3. instil in the mass communication students the
ability to respect deadlines and work under constant pressure; 4. train and encourage Nigerian mass
communicators to be effective communicators by being able to think quickly, research creatively and
write or broadcast concisely to the mass audience; 5. bridge the divergent perspectives of news
gathering and dissemination; 6. provide the mass communication students with the opportunity to
master the art of communicating with the masses that transcends all disciplines, whether in writing or
broadcasting for an on-line website, newscast, or writing a speech for a company chief
executive officer (ceo), or writing advertising or public relation copy to sell or promote a product to the
masses; 7. raise and sustain the professional status of journalism in nigeria - to produce nigerian mass
communicators who will continue to protect the basic principles of the people’s right to know as the
fourth branch of government or the fourth estate of the realm; 8. train nigerian media men and women
that would act as the trustees of the public trust and that would be socially responsible to the
communities, they serve by being accurate, fair, balanced and objective in their reportage of societal
issues; 9. it is expected that at the end of the degree programme in mass communication, the mass
communication graduate should be able to differentiate “soft news” from “hard news”, truth from
falsehood, responsible journalism from irresponsible journalism; and 10. prepare the products for post-
graduate studies in journalism, public relations, advertising, broadcasting and film or other cognate
disciplines.
Unique Features of the Programme
1. Mass Communication careers in journalism, public relations, advertising, book publishing,
broadcasting and film have been combined in a programme that is academic and industryoriented. 2. All
the sequences are laced with practical session, which makes the students industry ready. 3. The
programme draws its resources from the linkages of theory, practice and technology. Employability skills
Mass media and communication industries that are growing exponentially. This growth is a direct
response to the environment; and in particular, the impact of technology and globalization on
communication, media, entertainment and education. Mass media and communication industries being
an area of increasing importance driven by cutting-edge technology demand highly skilled manpower to
sustain it. This programme, therefore, opens up vast career opportunities in various aspects of mass
communication (journalism, public relations, advertising, broadcasting and film) value chain, both
nationally and internationally.
Employability skills are:
1. those which cover all aspects of the
innovative/aesthetic/creative/entrepreneurial/managerial/technological dimensions of content
development, media production, photography, website development and management, management of
social media handles, fact checking, data-driven journalism and infographics, desktop publishing,
entrepreneurship for journalism, public relations, advertising, broadcasting and film in an era of media
convergence;
2. competencies in studio operations, computer literacy, photo reporting, camera operations and some
repairs; create advertising messages; and design messages for behavioural change communication
activities;
3. those which cover the philosophical/ethical/legal/cognitive vectors of media and communication
careers i.e., ability to quickly identify news and news values; recognize and respond to the social
responsibilities of the press; capability to manage human beings under pressure in the newsrooms and
on the news beats/ media house/ public relation and advertising agencies/publishing house/film
production house; and ability to demonstrate commitment to professional excellence right from the
media attachment programmes and activities for the award of the degree; and 4. behavioural attributes
which cover the understanding and appreciation of the sociocultural, and socio-political settings of the
operating context and communities they serve; and set the agenda for the public discourse in reportage,
editorials, features etc.; see TRUTH as the corner stone of good and responsive journalism; uncovering
rather than cover-up corruption in the society; understanding the psychology of human behaviour so as
to be able to write logically about them; serving as the VOICE for the VOICELESS in the community they
serve; demonstration of superb public relations at all times; and engaging in relevant development
communication support services.
21st Century skills Mass communication is a programme that creates, distributes and earns value across
media and communication industries (journalism, public relations, advertising, broadcasting and film);
healthcare, finance and information technology sectors, government agencies, private sector and non-
profits. As such the programme has emphasized some key 21st century skills applicable to any work
setting, including: Writing Speaking Public relations Content development and production Interpersonal
communication Innovation Creativity New media Digital literary Critical thinking Analysis Problem
solving Teamwork Networking Advocacy Social mobilization Community engagement Media and
information management
Admission and Graduation Requirements Candidates are admitted into the degree programmes in any
of the following two ways: 1. Indirect Entry. 2. Direct Entry. Four-year Degree Programme In addition to
acceptable passes in UTME, candidates must obtain at credit level, passes in the Senior Secondary
Certificate (SSC) in five subjects including Mathematics, English Language and three other arts or social
science subjects in not more than two sittings. Direct Entry Mode Any one of the following qualifications
is acceptable for the three-year degree programme. 1. A pass at merit level in a diploma programme in
Mass Communication, Journalism or related disciplines (provided the SSC requirements are satisfied). 2.
Two passes in relevant subject areas at advanced level. 3. Passes in two major subjects in relevant areas
in the NCE. 4. Two passes at the IJMB (Interim Joint Matriculation Board) examination
In addition, the candidate must possess five credit level passes in five subjects at Senior Secondary
Certificate Examination (SSCE), which must include Mathematics, English Language and three other
relevant subjects. Graduation Requirements The following regulations shall govern the conditions for
the award of a honours degree: 1. Candidates admitted through the UTME mode shall have registered
for at least 120 units of courses during the 4-year degree programme. 2. Candidates must have
registered and passed all the compulsory courses specified for the programme. The determination of
the class of degree shall be based on the Cumulative Grade Point Average (CGPA) earned at the end of
the programme. The CGPA shall be used in the determination of the class of degree.
DEPARTMENT OF MASS
COMMUNICATION
TEACHING STAFF LIST
S/NO
FULL NAME
RANK
SPECIALIZATION
1
Dr. D. O. EKHAREAFO
B.A (Abraka),
M.A (UNN) ,
Ph.D Mass
Comm Uyo,
PGDE Benin
Senior
Lecturer
devcom, Journalism, media
studies, new media
2
Prof. M. A. OKHAKHU
B.A, Thr, M.A
media Art, Ph.D
media Art
(Ibadan)
Professor
broadcasting, film, devcom, media
studies
3
Prof. A. O. UCHENUNU
B.A Thr (Cal),
Professor
broadcasting, film, media studies
M.A Media Art,
Ibadan, M.A
film,
Nottingham,UK,
Ph.D Film,
Nottingham Uk,
Dip TV,
Nottinghan,
Teacher
Training, City
and Guide,
Nottingham,
Uk.
4
Dr. F. P. OLISE
B.A Mass Comm
(Abraka), M.Sc
Bus Comm, Uk,
M.A Mass
Comm (UNN),
Ph.D Mass
Comm. (Uyo)
Associate
Professor
advertising, new media, journalism
5
Dr. (Mrs.) C. E. OBAJE
B.A, M.SC, Ph.D
mass comm
(Makurdi),
PGDE Benin
Associate
Professor
broadcasting, media studies
7
Dr. C. C. NNABUIFE
B.SC Mass
Comm, (Okada),
M.SC Cul
Comm(Edinburg
, Ph.D mass
comm, (Awka)
Senior
Lecturer
devcom, public relations, media
studies
8
Mr. S. A. EKERIKEVWE
B.A Mass
Comm(Abraka),
M.A Mass
comm( UNN),
Dip Mass Comm
(UNN)
Lecturer I
public relations, journalism,
broadcasting
9
Miss U. L Ekpenyong
B.SC Mass
Comm (BIU),
Lecturer II
Advertising, broadcasting, media
M.A Mass
Comm (Benin)
studies
10
Mrs. G. E. OGONO
B.A Mass
Comm(Abraka),
M.A inter Hist
and Diplomacy
(Benin), M.A
Mass Comm
(Benin)
Assistant
Lecturer
public relations, advertising, media
studies
11
Aisosa Crystal
Osarodio-Ero
B.A Mass
Comm(Benin)
Graduate
Assistant
advertising, broadcasting, media
studies
12
Godwin Otamere
Okhuarobo
B.A Mass
Comm(Benin)
Graduate
Assistant
Journallism,
ASSOCIATE TEACHING
STAFF
13
Dr. A. P. MAMUDU
B.A, M.A, Ph.D
Eng (Benin),
PGD Journalism,
M.SC Mass
Comm
Professor
publishing, journalism, creative
writing
14
Dr. I. OBARISIAGBON
B.A, REL
(Ekpoma, B,A
SOC (Benin),
LL.B Law, M.SC
soc. Ph.D
Soc.(Ibadan)
Associate
Professor
Law, sociology
15
Dr. P. M. AKPUGHE
B.A Thr
(Abraka), M.A
Thr/Mass
Comm (Benin),
Ph.D Thr (Benin
Senior
Lecturer
film, new media, performance
16
Dr. J. N. BARDI
B.A THr (Benin),
M.A Thr
Senior
advertising, public relations,
(Ibadan), Ph.D
Thr (Ibadan),
Dip in
Advertising
Lecturer
management
ADJUNCT TEACHING
STAFF
17
Prof. E. S. ASEMAH
B.A Mass Comm
(Jos), M.SC
(Makurdi), Ph.D
Uyo
Professor
public relations, advertising, media
studies
18
Dr. C. EGBULEFU
B.A, M.A Ph.D
Mass Comm
Professor
public relations, media studies
19
Dr. C. KEDIEHOR
B.A, M.A Ph.D
Mass Comm
Senior
Lecturer
public relations, devcom, media
studies
20
Dr. Mrs. G. AKINTARO
B.A (Benin),
M.A(UNN), Ph.D
Mass Comm
(UNN)
Lecturer II
public relations, journalism, media
studies
21
Dr. M. N. UMORO
B.A, M.A, Ph.D
Mass Comm
(Benin)
Lecturer II
devcom, Journalism, media studies
22
Barr. O. NNODI
LL. B, LL.M
Lecturer II
Law, administrative law, publishing
23
Miss. A OBARISIAGBON
B.A Mass Comm
(Benin), M.A
(Mass Comm)
Assistant
Lecturer
broadcasting, media studies
DEPARTMENT OF MASS COMMUNICATION
NON-TEACHING STAFF LIST
S/NO
FULL NAME
RANK
1
Mrs. J. A. EDDIE-
OSADIAYE
Principal Assistant Registrar
2
Mr. S. O. OKOH
Senior Assistant Registrar
3
Mr. N. O. OGBEIFUN
Senior Assistant Registrar
4
Mrs. T. P. OSULA
Senior Assistant Registrar
5
Mrs. A. AMADIN-OSAGIE
Principal Executive Officer I
6
Mrs. B. E. OSHOMAH
Principal Executive Officer I
7
Mrs. N. O. EGBON
Principal Executive Officer II (Studio)
8
Mrs. V. I. EVBUOMWAN
Principal Executive Officer I
TECHNICAL STAFF
9
Mr. K. O. IDEHEN
Principal Laboratory Technologist (Language)
10
Mr. I. S. OPARAH
Principal Executive Officer I (Studio)
11
Mr. E. K. OKOJIE
Principal Executive Officer I (Studio)
12
Mr. V. B. ODION
Principal Executive Officer II (Broadcast)
13
Mr. O. B. ORIOKO
Senior Technical Officer
COURSE DESCRIPTION
COURSE CODE
COURSE TITLE
UNITS
STATUS
LHS
PH
CMS 110
Introduction to human
communication
2
FC
30HRS
CMS111
Writing for the Mass Media
2
FC
30HRS
MCM112
Foundation of Broadcasting
and film
3
C
45HRS
MCM113
Principles of Public
Relations
2
C
30HRS
UNIBEN-MCN
114
Trends in Modern
Broadcasting
2
C
30HRS
POL 111
Introduction to political
science
3
E
30HRS
SSA 110
Introduction to sociology
3
E
30HRS
GST COURSES
GST 111
Use of English
2
G
30HRS
GST 112
Philosophy and logic
2
G
30HRS
SECOND SEMESTER
MCM121
Introduction to advertising
2
C
30HRS
MCM122
Introduction to news writing
2
C
30HRS
MCM123
Introduction to Book
Publishing
2
C
30HRS
MCM124
African Communication
System
2
C
30HRS
MCM125
Introduction to
Photojournalism
2
C
30HRS
UNIBEN-MCN
126
Introduction to E-commerce
2
C
30HRS
POL121
Nigerian Government and
politics
3
E
30HRS
SAA121
Psychology
3
E
30hrs
Total
37
200LEVEL
CMS200
History of the Nigerian Mass
Media
2
FC
30HRS
MCM211
Critical and Review Writing
2
C
30HRS
MCM212
Editing and Graphics of
Communication
3
C
45HRS
MCM213
Feature Writing
3
C
45HRS
MCM214
Advanced and specialized
reporting
3
C
30HRS
MCM215
Techniques in Book
Publishing
2
C
30HRS
MCM216
Manuscript Editing, Layout
and Design in Book
Publishing
2
C
30HRS
MCM217
Radio/TV News Reporting and
production
2
C
30HRS
MCM218
Radio/Television Programme
Writing
2
C
30HRS
UNIBEN-
MCM219
Introduction to skit writing
and skit making
2
C
30HRS
Total
23
GST FOR DIRECT ENTRY
ONLY
GST 111
Use of English
2
G
30HRS
GST 112
Philosophy and logic
2
G
30HRS
Total
27
SECOND SEMESTER
MCM220
Drama, Film and Documentary
Production
2
C
30HRS
MCM221
Presentation and Performance
2
C
30HRS
MCM222
Basics of Screenwriting and
Film Animation
2
C
30HRS
MCM223
Marketing Foundations for
Public Relations and
Advertising
2
C
30HRS
MCM224
Writing for Public Relations
2
C
30HRS
MCM225
Advert Copy Writing
2
C
30HRS
MCM226
Advertising Media Planning
2
C
30HRS
MCMC227
Fundamentals of Media
Relations
2
C
30HRS
16
GST FOR DIRECT ENTRY ONLY
GST121
Peace and conflict resolution
2
G
30HRS
GST122
Nigeria’s Peoples and culture
2
G
30HRS
GST123
History of philosophy of
science
2
G
30HRS
Direct Entry Students only
22
Total
39
Direct entry total
49
300LEVEL
ENT300
Venture Creation
2
C
30HRS
CMS 310
Theories of Communication
2
C
30HRS
CMS311
Foundation of
communication Research
2
C
30HRS
CMS 312
Data analysis in
communication
2
C
30HRS
MCM313
Mass Communication and
politics
2
C
30HRS
MCM314
Online Journalism
2
C
30HRS
UNIBEN-MCN
315
Strategic communication and
social media
2
C
30HRS
Students are required to take
four courses in specialization
areas as major.
PRINT MAJOR
MCM 311P
Foreign Correspondence
2
E
30
MCM 312p
Newspaper /Magazine
Management and
Production
2
E
30
MCM 313P
Investigative Journalism
2
E
30
MCM 314P
Photojournalism Research and
Management
2
E
30
BROADCAST MAJOR
MCM 311B
Broadcast Programming,
Management and Operations
2
E
30
MCM 312B
commentary, critical writing
and public affairs broadcasting
2
E
30
MCM 313B
International and Foreign
Broadcasting
2
E
30
MCM 314B
Film Production and Screen
Directing
2
E
30
ADVERTISING AND
PUBLIC RELATIONS
MCM 311PRAD
Organisation and Management
of Advertising and PR Agencies
2
E
30
MCM 312PRAD
Advertising and PR Research
2
E
30
MCM 313PRAD
International Public Relations
and Advertising
2
E
30
MCM 314PRAD
Consumer Affairs
2
E
30
TOTAL
22
SECOND SEMESTER
CED 320
Centre for entrepreneurship
Development
2
C
20HRS
ENT 321
Venture creation presentation
2
C
20HRS
SIWES 323
Student Industrial Work
6
C
20HRS
TOTAL
10
SUB-TOTAL
32
400 LEVEL
MCM410
International communication
2
C
30HRS
MCM411
Mass Media Ethics
2
C
30HRS
MCM412
Communication and society
2
C
30HRS
MCM413
Public relations and
advertising campaign
planning and execution
2
C
30HRS
UNIBEN-
MCN414
Artificial intelligence and
media practices
2
C
30HRS
Total
10
Second semester
MCM420
Mass Media Law
2
C
30HRS
MCM421
International Public relations
and advertising
2
C
30HRS
MCM422
Research Project
5
C
MCM423
Stakeholders’ engagement
and community relations
2
C
30HRS
UNIBEN-MCM
Child rights reporting
2
C
30HRS
COURSE DESCRIPTION FOR PART TIME PROGRAMME
424
Total
14
Sub-total
24
GRAND TOTAL
132
DIRECT ENTRY
STUDENTS TOTAL
142
COURSE CODE
COURSE TITLE
UNITS
STATUS
LHS
PH
YEAR ONE
FIRST SEMESTER
CMS 110
Introduction to human
communication
2
FC
30HRS
MCM112
Foundation of Broadcasting
and film
3
C
45HRS
UNIBEN-MCN
114
Trends in Modern
Broadcasting
2
C
30HRS
POL 111
Introduction to political
science
3
E
30HRS
SSA 110
Introduction to sociology
3
E
30HRS
GST COURSES
GST 111
Use of English
2
G
30HRS
GST 112
Philosophy and logic
2
G
30HRS
Total
14
SECOND SEMESTER
MCM121
Introduction to advertising
2
C
30HRS
MCM124
African Communication
System
2
C
30HRS
MCM125
Introduction to
Photojournalism
2
C
30HRS
UNIBEN-MCN
126
Introduction to E-commerce
2
C
30HRS
POL121
Nigerian Government and
politics
3
E
30HRS
SAA121
Psychology
3
E
30hrs
GST COURSES
GST 121
2
G
30HRS
GST 122
2
G
30HRS
GST 123
2
G
30HRS
Total
17
Sub-Total
31
YEAR 2
FIRST SEMESTER
CMS111
Writing for the Mass Media
2
FC
30HRS
MCM113
Principles of Public
Relations
2
C
30HRS
CMS200
History of the Nigerian Mass
Media
2
FC
30HRS
MCM211
Critical and Review Writing
2
C
30HRS
MCM212
Editing and Graphics of
Communication
3
C
45HRS
MCM217
Radio/TV News Reporting and
production
2
C
30HRS
Total
13
SECOND SEMESTER
MCM122
Introduction to news writing
2
C
30HRS
MCM123
Introduction to Book
Publishing
2
C
30HRS
MCM220
Drama, Film and Documentary
Production
2
C
30HRS
MCM221
Presentation and Performance
2
C
30HRS
MCM222
Basics of Screenwriting and
Film Animation
2
C
30HRS
Total
10
Sub-total
23
300LEVEL
FIRST SEMESTER
MCM213
Feature Writing
3
C
45HRS
MCM214
Advanced and specialized
reporting
3
C
30HRS
MCM215
Techniques in Book
Publishing
2
C
30HRS
MCM216
Manuscript Editing, Layout
and Design in Book
Publishing
2
C
30HRS
MCM218
Radio/Television Programme
Writing
2
C
30HRS
UNIBEN-
MCM219
Introduction to skit writing
and skit making
2
C
30HRS
Total
14
GST FOR DIRECT ENTRY
ONLY
GST 111
Use of English
2
G
30HRS
GST 112
Philosophy and logic
2
G
30HRS
Total for direct entry
18
SECOND SEMESTER
CED 320
Centre for entrepreneurship
Development
2
C
20HRS
MCM223
Marketing Foundations for
Public Relations and
Advertising
2
C
30HRS
MCM224
Writing for Public Relations
2
C
30HRS
MCM225
Advert Copy Writing
2
C
30HRS
MCM226
Advertising Media Planning
2
C
30HRS
MCMC227
Fundamentals of Media
Relations
2
C
30HRS
Total
12
GST FOR DIRECT ENTRY ONLY
GST121
Peace and conflict resolution
2
G
30HRS
GST122
Nigeria’s Peoples and culture
2
G
30HRS
GST123
History of philosophy of
science
2
G
30HRS
Direct Entry Students only
18
Sub-total
26
Sub-total for direct entry
students
36
YEAR FOUR
ENT300
Venture Creation
2
C
30HRS
CMS 310
Theories of Communication
2
C
30HRS
CMS311
Foundation of
communication Research
2
C
30HRS
CMS 312
Data analysis in
communication
2
C
30HRS
MCM313
Mass Communication and
politics
2
C
30HRS
UNIBEN-MCN
315
Strategic communication and
social media
2
C
30HRS
12
SECOND SEMESTER
Students are expected to go
on industrial attachment.
When they return, they are
expected to present a report
on these two courses.
ENT 321
Venture creation presentation
2
C
20HRS
SIWES 323
Student Industrial Work
6
C
20HRS
Total
20
YEAR FIVE
First semester
MCM314P
Online Journalism
2
C
30HRS
MCM 312P
Newspaper /Magazine
Management and
Production
2
E
30
MCM 313PRAD
International Public Relations
and Advertising
2
E
30
MCM 311B
Broadcast Programming,
Management and
Operations
2
E
30
Electives (students are to
register and pass one of
the electives)
MCM 312B
commentary, critical writing
and public affairs broadcasting
2
E
30
MCM 314 PRAD
Consumer Affairs
2
E
30
Total
10
SECOND SEMESTER
MCM 312B
International and Foreign
Broadcasting
2
E
30
MCM 313B
Film Production and Screen
Directing
2
E
30
MCM 314PRAD
Organisation and Management
of Advertising and PR Agencies
2
E
30
Electives (students are to
register and pass one of the
electives)
MCM 315PRAD
Advertising and PR Research
2
E
30
MCM 316P
Investigative Journalism edi
2
E
30
Total
8
Sub-total
18
YEAR SIX
FIRST SEMESTER
MCM410
International communication
2
c
30HRS
MCM411
Mass Media Ethics
2
C
30HRS
MCM412
Communication and society
2
C
30HRS
MCM413
Public relations and
advertising campaign
2
C
30HRS
COURSE CONTENTS AND LEARNING OUTCOMES
100 LEVEL
CMS 110: Introduction to Human Communication (2 Units C: LH 30)
Learning Outcomes
At the end of the course, students should be able to
1. explain the different meanings of communication;
2. highlight the various elements of the communication process;
3. distinguish between different types of human communication and their features;
4. explain the roles of communication; and
5. outline the different forms of African traditional forms of communication.
planning and execution
UNIBEN-
MCN414
Artificial intelligence and
media practices
2
C
30HRS
Total
10
SECOND SEMESTER
MCM420
Mass Media Law
2
C
30HRS
MCM421
International Public relations
and advertising
2
C
30HRS
MCM422
Research Project
5
C
MCM423
Stakeholders engagement
and community relations
2
C
30HRS
UNIBEN-MCM
424
Child rights reporting
2
C
30HRS
Total
13
Sub-total
23
Total for direct entry
students
97
Grand total year one to six
141
Course Content
A global overview of the history, institutions and functions of communication in human society;
an examination of the concepts, levels/categories and elements of human communication; survey
of the role and influence of cultural beliefs and practices as well as changing technologies in
human communication. The development of different types of communication Communication
and Media Studies 225 New media, their uses and influences in social and political development.
The course introduces the students to various types of communication, communication process,
communication modes, African communication system, African oral traditional communication,
structure, the role of the media in the development of African cultures, society and civilisation,
factor that have influenced the development of human communication, communication as
channels for the cultural values and ideas.
CMS 111: Writing for the Media (2 Units C: LH 30)
Learning Outcomes
At the end of the course, students should be able to
1. explain the writing process and sources of information;
2. outline the different forms of media writing - newspaper stories, blogging, ethics of mass
media writing, news release, advertorial, press statement, backgrounder, speech writing,
rejoinder, letter to editor, advertising copy, internet advertising; and
3. demonstrate different writing styles for the media.
Course Content
Instruction and practice in writing for the various media including social media with the major
emphasis on development of effective styles in professional communications and proficiency in
grammar and the use of language. The course will discuss the basics of writing for print,
broadcast, public relations and advertising. Students will learn writing formats for newspapers,
magazines, radio and television as well as for online media. The students will also be introduced
to the differences between media writing & creative writing, basics of film scripting and other
forms of fiction writing.
MCM112 Foundation of broadcasting and film
Introduction to history of broadcasting with specific reference to technological development of
the industry from its analogue origin to its present digital form. The legal and technical
requirements for broadcasting. The change in nature of broadcasting hardware and software
occasioned by advancement in telecommunication and their attendant implications on content
quality, flexibility of transmission and relative ease of access and audience participation in
content creation, distribution and consumption on multiple platforms (on the internet, online,
mobile and other digital delivery platforms). Basic principles and techniques of broadcast
programme production. Prepare different broadcast programme formats and their major features
(news, interview, magazine, drama, etc.,). Production techniques and style of presentation. The
process of producing short programme.
The course also takes an overview of the concept of film, types, film language, screen time,
dramatic components and filmic components and basic approaches to abalysing in a film.
Learning Outcomes
At the end of the course, student will be able to:
1. demonstrate the knowledge of basic principles and techniques of radio programme production;
2. prepare different radio programme formats. e.g., news, interview, drama, magazine, etc.in
relation to their production technique and style of presentation; and
3. produce short programmes.
4. use camera types for studio production; and
5 master the art of the use of operation equipment for practical demonstration of tv for studio
production.
6 identify and explain key critical terms in cinematic language and film analysis;
7. identify, illustrate, create, and appraise content created in class exercises;
8. identify, explain, exemplify, compose, and justify critical positions in writing and/oral
presentations;
9. highlight the different types of films.
10. identify the differences between film and broadcasting and their styles of production.
MCM 113: Introduction to Public Relations (2 Units C: LH 30:)
Learning Outcomes
At the end of this course, the student should be able to:
1. explain what Public Relations is about;
2. identify the different definitions of Public Relations;
3. clear the confusion between what is marketing, advertising, press agency, publicity and public
relations;
4. recognize what these terms are;
5. show how PR boosts organizations;
6. identify the functions and uses of PR; and
7. explain the qualities and qualifications of PR practitioners
Course Contents
The course introduces the student to what public relations is all about, the various definitions of
public relations such as the Mexican statement, the definitions by the British/American institutes
of public relations and definitions by scholars, differences between PR and Marketing,
Advertising, Publicity, Press Agency etc.
UNIBEN-MCN 114: Trends in Modern Broadcasting (2 Units; Core Course; LH 45)
Senate Approved Relevance: Training of industry-ready graduates who are very knowledgeable
and highly skilled in modern broadcasting, and in the production of broadcast contents using the
contemporary methods and media of broadcasting. The graduates are to meet the need of a
highly dynamic and rapidly evolving broadcast media industry, and the training for these skills is
mainly provided at the University of Benin. The relevance of the course is seen in the huge
deficit in the number of mass communication graduates who have the requisite skills involved in
putting the modern media of broadcasting to use, in spite of the undeniable fact that the Nigerian
broadcasting landscape is radically changing. To this end, the course will make the graduates of
the department more employable.
Course Overview: Trends in Modern Broadcasting is very significant in furnishing broadcast
professionals in our contemporary society with the vital skills required in working effectively in
the modern-age broadcast media. It will introduce the students to latest trends in both the global
and Nigerian broadcast landscapes as well as furnish them with the skills required in working in
various broadcast media. In addition, the course will take the students through the rudiments of
do it yourself broadcasting and how to write the scripts.
Objectives: The objectives of the course are to:
1 introduce the students to the trends in modern broadcasting;
2 demonstrate how modern broadcasting is practiced, using sufficient practical examples;
and
3 prepare the students with the skills required in using the contemporary broadcast media
for communication.
4 Demonstrate do it yourself skills in broadcasting
Learning Outcomes: On completion of the course, the students should be able to:
1 explain what modern broadcasting entails;
2 identify and discuss the modern media of broadcasting;
3 discuss the concept of convergence in broadcasting;
4 identify challenges and opportunities of new media in broadcasting; and
5 produce broadcast messages for dissemination using the modern broadcast media.
Course Contents:
The course has four segments: meaning and media of modern broadcasting; convergence and
broadcasting; challenges and opportunities of the new media in broadcasting; and the production
of broadcast messages for dissemination using the modern broadcast media. Whilst the definition
of modern broadcasting is foundational, the modern media of broadcasting e.g. smart phones,
laptops, YouTube, Facebook, Instagram etc. will be mentioned and discussed. Convergence,
types of convergence and the applicability of convergence to broadcasting. The challenges and
opportunities of the new media in broadcasting, e.g. fake news, enhanced information, to name a
few. The production of broadcast contents for dissemination across our various media platforms
by the students.
MCM MCM 121: Introduction to Advertising (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. define advertising;
2. explain the evolution, objectives and functions advertising;
3. outline the principles and tenets of the advertising;
4. discuss advertising in the marketing mix; differentiate between the line and below the line
advertising;
5. trace the history of advertising in Nigeria;
6. explain the development of advertising agencies;
7. discuss the indigenization of the advertising profession in Nigeria;
8. explain the regulation of advertising in Nigeria and different countries;
9. comparatively analyse advertising in different countries and discuss the roles of advertising in
modern societies;
10. list and discuss some theories of advertising, particularly the theories of persuasion; and
11. apply theories of persuasion to some adverts running to link theory and practice
Course Contents
The course will focus on a general review of the fundamental principles and tenets of the
advertising discipline. It shall also review the historical development of advertising in Nigeria;
the development of advertising agencies; the organisation of the advertising profession in
Nigeria; the regulation of advertising; and also, comparative analysis of advertising in different
countries and its roles in modern societies.
MCM 122: Introduction to News Writing (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. define news;
2. identify elements of news, news values/virtues;
3. discuss qualities of a good news writer or reporter;
4. identify the components of a typical news story;
5. discuss the general rules/guidelines for news writing or reporting; and
6. explain standard reporting and news gathering techniques and sources of news stories.
Communication and Media Studies 192 New
Course Contents
This is a practical course designed to enable students to become proficient in preparing a
publishable copy under deadline. The course examines various definitions of news as well as the
structure of the news stay and other journalistic forms. Students are also taught the theory and
practice of News Reporting, made to review the lively arts for a daily newspaper. Focus is on
writing, analysing and marketing factual articles for newspapers, general and specialized
magazines; subject research, investigation of editorial needs, ethical and legal problems and
manuscript preparation. Also, students are taught how to identify a news story; and assigned
beats, primarily on campus, to develop stories for publication and encouraged to submit
outstanding articles to the metropolitan news media.
MCM 123: Introduction to Book Publishing (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. explain the concept of book publishing;
2. discuss publishing as a cultural activity and as a business;
3. discuss the environment of book publishing, publication as a mass industry and divisions of
the industry; and
4. explain the publishing process; industry activities and associations.
Course Contents
Examination of book publishing as a cultural activity, and as a business; the environment of book
publishing; book publication as a mass industry; divisions of the industry; A look at the
publishing process; industry activities and associations.
MCM 124: Introduction to Photojournalism (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. define news photography;
2. explain basic camera and darkroom techniques with emphasis on the development of the
emerging photojournalist’s sensitivity to people;
3. list circumstances and events to take pictures that communicate;
4. discuss the operation of different cameras, photography processes and the use of standard
photographic equipment and materials in the photo-laboratory;
5. explain the techniques of photograms and photo-easy; and
6. apply Photojournalism skills – shoot and produce photos that communicate and submit a
portfolio of work done
Course Contents
This is a practical introduction to news photography featuring solid grounding in basic camera
and darkroom techniques but placing emphasis on the development of the emerging
photojournalist’s sensitivity to people; circumstances and events to which he will be expected to
take pictures that communicate; fundamentals of photography, operation of different cameras,
photography processes and the use of standard photographic equipment and materials in the
photo-laboratory. This is a photo-reporting course with emphasis on pictures that communicate
with aesthetic as well as technical skills. Portfolios are required. Students are taught the
techniques of photograms and photo-Easy.
MCM 125: African Communication Systems (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. define African communication systems;
2. outline the major elements and importance of African communication systems;
3. list and discuss the classes of African communication systems, and their communication
functions in Africa;
4. discuss the functionality of the names, venue, institutions, folk media and extra-mundane or
esoteric as channels of communication in Africa; and
5. explain myths /legends and the use of myths in explaining the unexplainable.
Course Contents
This course is designed to expose students to African Oral traditional communication structure,
form and content. Also, a survey of past and present modern mass media systems as influenced
by African Political Culture will be examined. Students are expected to identify and discuss the
structure, form and content of the traditional communication system in their areas of origin. The
students shall also be exposed to the functionality of African communication systems by
examining names, venue, institutions, folk media and extra-mundane or esoteric as channels of
communication in Africa; and explore myths /legends and the use of myths in explaining the
unexplainable.
UNIBEN-ADV 126: INTRODUCTION TO E-COMMERCE (2 Units C: LH 30)
Senate Approved Relevance: Training of industry ready graduates who are knowledgeable and
highly skilled in Information and media studies, in practical application of information and
media skills in the real world. They are to meet the need of a rapidly growing and digitized
media industry. Training for these skills is mainly provided at the University of Benin. The
relevance is seen in the huge digital skill deficit existing in Nigeria. The per capital income of the
average Nigerian is low while per digital skill demand is high. Thus, digital and creative skills is
needed to make more youth employable.
Course Overview: Introduction to E-commerce is a vital course for students in today's digital
age. E-commerce, also known as electronic commerce, refers to the buying and selling of goods
and services through the internet.
Objectives: The objectives of the course are to:
1 Discuss the concepts and principles of e-commerce and its impact on the modern
business landscape.
2 Equip students with the skills and knowledge necessary to develop and manage an
e-commerce business, including website design, inventory management, and
customer service.
3 Evaluate the various types of e-commerce platforms and technologies, including
online marketplaces, social media, and mobile commerce.
4 Appraise the trends and challenges of e-commerce, including the rise of mobile
commerce, the impact of artificial intelligence and automation, and the future of
e-commerce.
5 Devise a practical experience in developing and implementing e-commerce
strategies through case studies and hands-on exercises.
6 Demonstrate a good understanding the role of e-commerce in the global economy
and its potential impact on future business models and international trade.
Learning Outcomes: On completion of the course, students should be able to:
1 Define the concepts and principles of e-commerce, including its history,
development, and current trends.
2 list the various types of e-commerce, including business-to-consumer (B2C),
business-to-business (B2B), and consumer-to-consumer (C2C) transactions.
3 Familiarity with the key components of e-commerce, including online payment
systems, security protocols, and customer relationship management tools.
4 Analyze and evaluate e-commerce websites and platforms, including their user
experience, design, and functionality.
5 Explain the impact of e-commerce on the economy, including its effects on
employment, competition, and consumer choice.
Course Contents: Introduction to E-commerce is a vital course for students in today's digital age.
E-commerce, also known as electronic commerce, refers to the buying and selling of goods and
services through the internet. This includes online shopping, digital marketplaces, and other
forms of digital transactions. E-commerce is also crucial for Nigeria's economy, as it provides a
wider market for businesses and a more convenient shopping experience for consumers. It also
has the potential to promote entrepreneurship and innovation, leading to the creation of new
products and services and increased competition. This explains the importance of this course to
students, as it will provide them with the knowledge and skills needed to succeed in today's
digital economy.
CMS 210: History of Nigerian Media (2 Units C: LH 30)
Learning Outcomes
At the end of the course, students should be able to
1. highlight the origin and development of media in Nigeria;
2. explain the factor that have influenced the development of the media; and
3. outline the roles the media have played in Nigeria’s development.
Course Content
This course traces the major trends in the development of the communication and media in
Nigeria and their contemporary situation; as well as their adaptation and contribution to the
political, religious, economic and social development in Nigeria. It examines the factors that
have influenced their development, their roles in the Nigerian society. The focus of the course
should not be limited to the press and broadcasting but should include film, advertising, PR,
new/social media.
MCM 211: Critical and Reviewing Writing (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. define critical and Review writing as a specialize form of media writing;
2. explain the different principles of review writing;
3. outline the functions of critical and review writing; discuss the approaches, components and
techniques of critical writing and how to write critical articles and reviews on the fine and
popular arts;
4. list the different works of art for review; and
5. explain and appreciate fine and popular arts and apply the basic principles of criticism in
reporting and evaluating them.
Course Contents
Prerequisite; news writing or consent of instructor; theory and practice of reviewing the lively
arts for a daily newspaper, students write reviews of plays, movies, television programmes,
musical and dance events. This course examines critical and review writing as a specialize form
of media writing; highlighting the different principles of review writing; functions of critical and
review writing; approaches, components and techniques of critical writing and how to write
critical articles and reviews on fine and popular arts; and different works of art for review. It also
examines fine and popular arts and the basic principles of criticism in reporting and evaluating
them
MCM 212: Editing and Graphics of Communication (3 Units C: LH 45)
Learning Outcomes
At the end of this course, the students will
1. trace the history of Editing and Graphics in Nigeria and other countries;
2. explain the art and method of graphic editing;
3. identify, explain and editing symbols;
4. edit photographs for newspaper publication; and
5. demonstrate the use of editing software for editing and graphics.
Course Contents
Students are taught how to write and edit copy in a style appropriate to the news media.
Emphasis is placed on the preparation of articles and photographs in photo editing for newspaper
publication. Editing symbols and news proof reader’s symbols will be used in this case.
MCM 213: Feature Writing (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. define feature writing;
2. identify elements of a feature story;
3. discuss qualities of a good feature writer;
4. identify the components of a typical feature story; discuss the general rules/guidelines for
feature writing;
5. outline elements of a good feature story and the elements by which feature stories are
evaluated before selection; and
6. discuss how to source data for a feature story.
Course Contents
This is a practical course designed to enable students to become proficient in preparing a
publishable feature article. The course develops student’s confidence in the act of investigating
and writing of publishable stories. Focus is on writing, analysing and marketing feature articles
for offline and online newspapers and magazines. Subject research, investigation of editorial
needs, ethical and legal problems and manuscript preparation are also discussed in this course. It
provides excellent material from the Nigerian and foreign news media for study and imitation.
MCM 214: Advanced and Specialised Reporting (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. define specialised reporting/specialised reporter;
2. outline beats;
3. identify specialised reports and the components;
4. discuss how to make scientific language more audience centric;
5. explain in-depth report and investigative journalism;
6. discuss the steps to investigating human interest stories;
7. explain how to fact-check a story; and
8. discuss follow-up; write a publishable investigative human angle piece/specialized reports/
science articles for newspapers, magazines, radio, television and online platforms.
Course Contents
Advanced instruction and practice in writing news stories with emphasis on investigative and
other in-depth reporting techniques; Instruction and practice in reporting and writing news stories
with emphasis on the reporting of the neighbourhood, accidents, fires, suicides, crime, business,
press conference, innovation hubs, etc. Advanced and specialized reporting is a vast field, but
rather than narrow it down it has been designed in such a way that institutions/students will focus
on their areas of strength. This course is also designed to (i) provide instruction in the techniques
of reporting specialized subjects such as agriculture, medicine, religion, sports, labour, the
courts, the arts, science and technology, gender issues such as sexual and gender-based violence
(SGBV), children, etc; (ii) provide instruction and practice in writing popular science articles for
newspapers and magazines with emphasis on translation of scientific language, familiarization
with literature of science and the interviewing of scientists (iii) expose students to the basic
literature as well as outstanding examples of reporting issues such as agriculture, medicine,
religion, sports, labour, the courts, the arts, science and technology, sexual and gender-based
violence (SGBV). and children.
MCM 215: Techniques in Book Publishing (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. discuss frontiers in book publishing technology; and
2. Explain the xerography and similar duplicating processes.
Course Contents
Survey of frontiers in book publishing technology; and the advent of xerography and similar
duplicating processes. It shall expose students to the frontiers in book publishing technology and
xerography plus similar duplicating processes.
MCM 216: Manuscript Editing, Layout and Design in Book Publishing
(2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. explain copy editing;
2. edit/prepare ‘mock’ manuscripts for publication;
3. explain layout and design in book publishing;
4. discuss the workings of the production department and its role in the publishing process/type-
setting methods;
5. plan the layout and design different sizes of books; and
6. apply type-setting methods by planning few pages.
Course Contents
This course will concentrate on intensive instruction in copy editing and preparation of “mock”
manuscripts for publication. It shall also examine the workings of the production department and
its role in the publishing process; type-setting methods; planning the layout and designing the
form and size of the book.
MCM 217: Radio/TV News Reporting and Production (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. explain radio/TV news reporting and production;
2. discuss broadcasting reportorial process;
3. list sources and elements of news;
4. describe news gathering and writing for radio/TV;
5. explain broadcasting (news), copy and guidelines for its preparation; and
6. produce news summaries and bulletins of various formats; and radio/TV and news magazine.
Course Contents
Perusal of the broadcasting reportorial process, review of sources and elements of news;
gathering and writing news for radio/TV; examination of the broadcasting (news), copy and
guidelines for its preparation; production of news summaries and bulletins of various formats;
and radio/TV and news magazine.
MCM 218: Radio/TV Programme Writing and Production (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. explain radio/TV programme writing and production;
2. list radio/TV programmes;
3. outline elements and activities of the writing process for radio/TV;
4. analyse radio/television writing process;
5. analyse and evaluate radio/television scripts;
6. evaluate production of talks, interviews, discussion and magazine programmes;
7. write/produce radio/television programmes talks, spot announcements, eye-witness accounts
and magazines programme scripts.
Contents
Examination of the elements and activities of the writing process with special attention to the
nature of radio/TV and its audience; focus on the writing of talks, spot announcements, eye-
witness accounts and magazines. Students will do comprehensive analysis of the writing process
as it pertains to television; analysis and evaluation of television scripts, and production of talks,
interviews, discussion and magazine programmes. They are expected to do intense writing
exercises.
MCM 219: Drama, Film and Documentary Production (2 Units: LH 30)
Learning Outcomes
At the end of this course, the students will
explain drama, film and documentary production;
1. outline and discuss the problems involved in producing drama, film and documentary,
blocking, casting, budgeting and performance;
2. explain the pioneers of the documentary form;
3. analyse the creative, political, anthropological and journalistic environment of documentary
design, plan pre-production, carry out intensive fieldwork;
4. write drama, film and documentary scripts and produce same; and
5. evaluate individual documentary projects.
Course Contents
Overview of special problems involved in producing drama, film and documentary for radio and
television; blocking; casting; budgeting; performance. It shall also survey and evaluate the
pioneers of the documentary form. Also, the analysis of the creative, political, anthropological
and journalistic environment of documentary; design, pre-production planning, intensive
fieldwork, production and subsequent evaluation of individual documentary projects. Emphasis
shall be on drama or documentary for both radio and television; or both drama and documentary
for only radio or television.
MCM 220: Presentation and Performance (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. explain announcing and performance;
2. discuss voicing and the nature of speech;
3. describe performance techniques with regard to the microphone and the camera, as well as of
performance types; and
4. perform as actor and/or straight announcer, disc jockey, news anchor/reporter, interviewer,
master of ceremonies and narrator.
Course Contents
Examination of the fundamentals of voicing and the nature of speech; review of performance
techniques with regard to the microphone and the camera, as well as of performance types, viz:
the actor, the straight announcer, the disc jockey, the news reporter, the interviewer, the master
of ceremonies and the narrator. There shall be practical exercises in the various roles.
MCM 221: Basics of Screenwriting and Film Animation (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. explain screen writing;
2. discuss the nature film script;
3. discuss the importance of pre-visualisation, the content, outline and treatment of the
screenplay; apply knowledge gained in writing a film script;
4. explain film animation;
5. trace the history of animation and the development of cartoon film;
6. outline the traditional techniques of animation and recent technical innovations;
7. discuss the preparation and treatment of verbal script, the storyboard and visual choreography;
and8. Outline the uses of animation – its place in entertainment, public relations, advertising and
research.
Course Contents
Analysis of the nature of the film script; The importance of pre-visualization; the content, outline
and treatment of the screenplay; and practice exercises in scripting and evaluation. It shall
explore the history of animation; development of the cartoon film; traditional techniques of
animation (cell-animation) and recent technical innovations–automation and computerization;
preparation and treatment of detailed verbal script; the storyboard; visual choreography; uses of
animation – its place in entertainment, public relations, advertising and research.
MCM 222: Marketing Foundations for Public Relations and Advertising
(2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. define marketing;
2. explain the need for communication solution to marketing problems;
3. outline and discuss the marketing mix; list and discuss the type of communication solution
which can effectively deal with marketing problems in different situations; and
4. discuss how to use advertising and PR as communication tools to market or promote a
product, person, an organization or idea.
Course Contents
A study of advertising and PR as communication tools, which can be used to market or promote
a product, person, an organization or idea. The art and science of marketing will be reviewed as
the bases for determining the needs and types of communication solutions, which can effectively
deal with marketing problems in different situations.
MCM 223: Writing for Public Relations (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. define public relations and public relations writing;
2. outline what and various public relations writing;
3. define the scope of and conduct public relations research;
4. outline the importance, purpose, and methods of conducting research in writing for PR
5. identify resources to enhance proper writing style;
6. effectively write a range of PR communications materials.
Course Contents
Principles of effective writing in public relations; practice in the styles of writing, news releases,
brochures, position papers, speeches, etc. It shall define public relations and public relations
writing, delving into various public relations writing; the scope of and conduct public relations
research; the importance, purpose, and methods of conducting research in writing for PR. There
shall be practical writing on a range of PR communications materials.
MCM 224: Advert Copy Writing (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. outline how to research for information on the product and the consumer;
2. design a campaign strategy – develop advertising plan and execution; and
3. write/design ads.
Course Contents
This is a skills course focusing on the creative aspects of advertising. In this course, students will
learn how to write ads as well as develop advertising plans and executions. Though this process,
students will learn how to research for information on the product, the consumer and apply this
information in developing campaign strategy. Students will learn to write advertising messages
for print and broadcast, design print ad layouts, and plan and prepare broadcast story boards.
Internet advertising will also be studied.
MCM 225: Advertising Media Planning (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. explain advertising media plan;
2. outline the sources of data for media planning;
3. discuss the importance and use of research for advertising media plan; and
4. prepare manually or using a software a media plan for maximizing advertising budget and
justify the plan.
Course Contents
The preparation of advertising media plan: analysis of the various media in terms of advertising
audience reach and the frequency of reach; consideration of other crucial factors in matching
media with markets.
MCM 226: Fundamentals of Media Relations (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. discuss media relations - evolution, objectives, functions and responsibilities;
2. explain means ways and means of establishing and maintaining rapport and credibility with
media gate keepers;
3. analyse the various tools employed in media relations;
4. explain how to consistently project positive image through the media
5. simulate press interview session;
Communication and Media Studies 201 New
6. monitor and evaluate the effectiveness of media exposures - media audit and analysis; and
7. prepare a media relations budget.
Course Contents
The main focus will be the analysis of ways and means of establishing and maintaining rapport
and credibility with media gatekeepers. At the end of this course, the students will: explain
media relations; discuss media relations - evolution, objectives, functions and responsibilities;
discuss means ways and means of establishing and maintaining rapport and credibility with
media gate keepers; analyses the various tools employed in media relations; explain how to
consistently project positive image through the media; outline how to nurture and sustain
appropriate liaison/ relationship with the news media at all times; organise a mock press
conference effectively simulate press interview session; monitor and evaluate the effectiveness
of media exposures - media audit and analysis; and prepare a media relations budget.
UNIBEN-MCN 227: Introduction to Skit Writing and Skit Making (2 Units C: LH 30)
Senate Approved Relevance:
The Senate approved relevance of this course is to enable the training of industry ready graduates
who are knowledgeable and highly skilled in area of skit writing and skit making. This is due to
recent technological innovation in craft of visual production. The relevance of course is to
empower students to be independent visual content creators who can be self-employed and
entrepreneurs.
Course Overview:
Skit writing and skit making has become a lucrative trend in contemporary media industry. This
course is designed to teach students how to produce professional skits contents for, social media.
The purpose of this course is train students in trends in contemporary visual production to give
them a competitive advantage in the saturated media industry.
Objectives
The objectives of the Course are to:
1 Instruct the students on the definition of skits;
2 Provide adequate knowledge on the various types of skits;
3 equip the students with knowledge on the elements of skits production
4 Educate the students on how to write a script for skit making and
5 Teach the students how to produce and edit a skit..
Learning Outcomes
At the end of the course students should be able to:
1. define a skit;
2. identify the types of skits;
3. explain how to write a script for skit;
4. discuss the elements of skits production;
5. describe how to recruit talents for skit productions; and
6. produce and edit a skit.
Course Contents
The course content includes the definition of a skit, types of skit; script writing for skits;
elements of skits production; recruit talents for skit productions; practical skit production and
editing in skit production.
CMS 310: Theories of Communication (2 Units C: LH 30)
Learning Outcomes
At the end of the course, students should be able to
1. identify, explain and compare theoretical concepts;
2. apply theories to real communication and media situations;
3. critique theories, pointing out their strengths and limitations; and
4. explain and apply any of the theories in research and practice.
Course Contents
Exploration and analysis of major theories and approaches that deal with the nature, uses and
effects of media and communication as applied to various types of communication and elements
of the communication process (source, message, channels, receiver (audience)); the relationship
between theory and research and the relevance of the latter to the success of the former are
discussed. The student will be expected to understand the key concept of each theory and to be
able to apply them to real communication and media issues and events. The course will explore
the historical and contemporary development of the theories.
CMS 311: Foundations of Communication Research (2 Units C: LH 30)
Learning Outcomes
At the end of the course, students should be able to
1. explain the meaning and features of scientific research;
2. distinguish between scientific research and other ways of knowing;
3. discuss the various types of research methods;
4. explain the practical applications of conducting research;
5. outline the process of conducting research;
6. explain sampling procedure, population, sample; and
7. explain the importance of ethics in media and communication research.
Course Contents
The primary aim of this course is to introduce students to the logic and methods of research in
communication. Principles of research design, instrumentation, data collection and analysis are
taught to enable students apply them effectively. The course will discuss qualitative and
quantitative research methods (Focus Group Discussion, Interview, Participant Observation,
Ethnography, Content Analysis, Textual Analysis, survey, sampling, and research ethics.
CMS 312: Data Analysis in Communication Research (2 Units C: LH 30)
Learning Outcomes
At the end of the course, students should be able to
1. distinguish between qualitative and quantitative data;
2. outline the different ways of presenting research data;
3. apply different software for data analysis; and
4. discuss how to draw inferences, from data and significance of research findings.
Course Contents
Students are introduced to how to analyse both quantitative and qualitative data, particularly the
use of tables, graphs and other statistical techniques and procedures, the use of various software,
e.g., SPSS. They are taught how to present and interpret data, and draw relevant inferences using
these techniques.
MCM 313: Mass Communication and Politics (2 Units C: LH 30)
Learning Outcomes
At the end of the course, students should be able to
1. discuss the relationship between communication and politics;
2. explain the role of mass communication (journalism, advertising, PR, film and other popular
cultural communication platform in politics.);
3. identify and explain the factors the influence the use of mass media in politics; and
4. explain the nature of promotional culture.
Course Contents
The environment within which mass communication and politics exist and operate is changing
environment how political actors are coping in using the media to advance their agenda and
interest. Access to and control of organs of the public sphere are crucial to success in politics.
Issues in political advertising, political marketing, political PR, political journalism,
commercialism, ownership and control and their implications for governance and democracy will
be discussed.
MCM 314: Online Journalism (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. explain new and social media; outline the impact of social networking sites on news gathering
and reportage;
2. discuss the issue of fake news and social media;
3. explain the role social media in shaping citizenship and identities;
4. outline the challenges in using new and social media; and
5. create and upload contents online
Course Contents
The course will focus emerging waves of social media such as Face book; Twitter, LinkedIn, etc;
impact of social networking sites on news gathering and reportage; issues about social media and
potential for peddling harmful information; social media and the citizenship power; connectivity
and access.
MCM 315: Gender and Communication (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. analyse and critique the influence of journalism, media products and popular culture on how
society views women and men in society;
2. explain the multiple relationships between gender and mass communication; and
3. discuss gender-based influences in communication between men and women, and how
communication works/contents create gender roles and identities.
Course Contents
This course is designed to expose students to the theoretical and practical perspectives which
have informed current thinking in gender and communication. Generally, the major purpose of
this course is to analyse and critique the influence of journalism, media products and popular
culture on how society views women and men in the broader society they live in; and vice versa.
This course critically examines the multiple relationships between gender and mass
communication, specifically focusing on gender-based influences in communication between
men and women, and how communication works/contents create gender roles and identities. It
explores historical and theoretical issues surrounding gender construction and communication,
and approaches to the study of gender. It further examines media assumptions about masculinity
and femininity, media representations of women and men, coverage of gendered issues, and
women and men as media professionals. It delves into ways in which communication in the
media and media products; and structures in the professions of mass communication create and
sustain gender roles. Analysis and discussion shall focus on the ways media create and
perpetuate gender stereotypes/roles in their structures and messages, specifically focusing on the
way women are depicted in media messages. The course integrates theory and practice to
heighten our sensitivity to gender differences and similarities in the communication process. So,
from a practical perspective, it shall examine how popular culture and journalism have helped
perpetuate stereotypes of men and women. Using examples from media contents (films,
broadcast news reports, television shows, internet-published articles, videos, magazine,
newspapers, music recordings and literature), students will follow and examine how news
reporting and filmmaking have been filtered Communication and Media Studies 205 New
through the public private dichotomy lens. Through discussion and debate, students are expected
to develop critical thinking skills in order to analyse the profound influence of the media and
media products from mainstream and gender points of view. Particular emphasis will be placed
on the historical impact of gender bias and cultural ignorance on credibility and fairness in news
reporting and representation of women in other media products. The course shall also examine
various relevant feminist and communication theories, both historical and contemporary; and
how they can be applied to various contemporary moral and social issues from a gender
perspective. Gender and Communication is a vast field. Rather than narrow down issues, the
course has been designed to enable you focus on issues that you are most interested in. Part of
the course requirement is for students to do their own researches and come up with well
researched papers on the theme they select. Students are expected to thoroughly investigate
selected topics.
UNIBEN-STC 316 – Strategic Communication and Social Media – (2 units Core LHS 30)
Senate Approved relevance
Strategic communication and social media have a strong link as social media has become an
increasingly important channel for organizations to communicate with their audiences. Social
media allows organizations to reach large audiences, engage with their customers and
stakeholders, and create meaningful two-way conversations. The University of Benin offers this
to raise strategic stakeholders who have the knowledge to drive strategic communication
Course Overview
To effectively leverage social media in their communication strategy, organizations need to have
a clear understanding of their target audience and the channels they use. They must also create
compelling and relevant content that resonates with their audience and drives engagement.
Another important aspect of using social media for strategic communication is monitoring and
measuring its impact. This can be done through metrics such as reach, engagement, and
conversions. This data can then be used to make informed decisions about the content and
approach of future communications on social media. Additionally, organizations can use social
media to monitor their reputation and respond to any concerns or negative feedback from their
audience. This can help to maintain a positive image and build strong relationships with
customers and stakeholders. social media is a powerful tool for organizations to communicate
with their audiences and achieve their communication goals. By effectively leveraging social
media in their strategic communication plan, organizations can increase their reach, engage with
their audience, and build strong relationships with their stakeholders.
Objectives
The objectives of the course include the following:
1. Provide the link between social media and strategic communication
2. Equip students with the skills needed to manage strategic communication on social
media.
3. Train social media traffickers on content monitoring
4. Train them on the various ways of engaging with netizens on the social media.
5. Teach them how to create content.
Learning outcome
1. Students should be able to create a strategic content on social media
2. Manage a campaign trend online
3. Ethically engage netizens online
4. Monitor a strategic campaign online
5. Measure the impact of a social media campaign.
Course Contents: This course is designed to provide students with an understanding of how social tools
relate to the practice of strategic communications, including marketing, advertising, public relations and
not-for-profits, as well as the impact of the social media on societies and marketplaces. The course will
balance academic considerations and practical applications, incorporating the use of social media and
other relevant tools. Students will participate in virtual community discourse, create content and
interact with other professionals in the field and reflect critically on their experiences. This course will
help foster the skill in applying the core principles and practices of strategic communications to social
media in productive, creative, intelligent and ethical ways.
MCM 311p: Foreign Correspondence (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. explain foreign correspondence;
2. discuss the development of an elite press corps and the international scene for the country
3. explain the politics and economics of foreign correspondence; and
4. outline the skills that will enable the reporter to function effectively as a foreign correspondent
Course Contents
The course emphasises the need for the development of an elite press corps to survey the
international scene for the country. It teaches the students, discusses the politics and economics
of foreign correspondence and teaches skills that will enable the reporter to function effectively
as a foreign correspondent.
MCM 312P: Newspaper Management and Production (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. explain newspaper management and production;
2. discuss basic management and economic theory; and
3. apply management and economic theory to the management process in the newspaper business
Course Contents
Basic management and economic theory and application of theory to the management process in
the newspaper business. Emphasis shall be on newspaper management and production; basic
management and economic theory; and the application of management and economic theory to
the management process in the newspaper business.
MCM 313P: Investigative Journalism (2 Units C: LH 30)
Learning Outcomes
Students should be able to:
1. have in-depth knowledge of the path and history of investigative journalism;
2. intelligently discuss the ‘dos and don’ts’ of investigative journalism;
3. analyse the attributes of the investigative reporter;
4. identify and reflect on the general principles of investigative journalism; and
5. examine the basic tips for investigative reporting.
Course Contents
The concept and nature of investigative journalisms. Sources and steps for gathering facts and
information in investigative reporting. Qualities of a good investigative reporter. Principles of
investigative journalism. Crime reporting and sources of crime stories, tips for the crime reporter.
Factors responsible for limited practice of investigative journalism practice in Nigeria.
MCM 314P: Photojournalism Research and Management (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. describe how to carry out research in photo-journalism;
2. outline the research opportunities in photo-journalism;
3. explain the management of a photo-journalism laboratory; and
4. discuss the coding and/or filling of photographs and presentation of photography chemical,
papers, films.
Course Contents
It looks at the problems in depth of the field in photography; cinema angles, lighting reflections,
sensitometry, optics, reduction intensification distortion and perceptivity form the focus of the
course. Also, research opportunities in photo-journalism are talked about in the course. It shall
also examine the general management of photo-laboratory; and coding and/or filling of
photographs and presentation of photography chemical, papers, films, etc. Photo-journalism lab
is differentiated from studio-photography in this course.
MCM 311B: Broadcast Programming, Management and Operations
(2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. describe the structure of radio/TV station;
2. describe the setting up of studio, standard operating procedures and use of studio facilities;
3. explain broadcast management and programming, planning and scheduling;
4. analyse the nature and process of broadcast management and organization;
5. explain basic management and economic theory;
6. apply management and economic theory to the management process in the broadcast business;
and
7. plan and direct outside broadcasts and simulated transmissions or “live” broadcasting.
Course Contents
This course focuses on systematic analysis of radio and television studio/control room
technology and the nature of sound; practical exercises in studio set-up, standard operating
procedures and use of studio facilities. It also looks at the nature and process of management and
organization, generally, with particular reference to types of broadcasting organization and their
settings; consideration of the primary operations of radio and television stations and networks,
particularly, programming and personnel and the skills required to manage them in the interest of
society. It shall explore practical daily management of (radio) stations involving programme
planning/ scheduling, traffic control, personnel management; and planning and directing of
special outside broadcasts and simulated transmissions or “live” broadcasting.
MCM 312B: Commentary, Critical Writing and Public Affairs Broadcasting
(2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. explain broadcasting commentary and critical writing;
2. discuss the different principles of broadcast commentary and writing;
3. explain the functions of broadcasting commentary and critical writing;
4. discuss the approaches, components and techniques broadcasting commentary and critical
writing and how to write critical commentaries and reviews on the fine and popular arts;
5. explain the structure, internal dynamics and functions of the News and current/public affairs
division of broadcasting organizations;
6. wite interpretative report on government and public institutions and agencies; and
7. produce a current/public affairs discussion/news/magazine programme; and or a documentary.
Course Contents
Examination of the opinion function of journalism and types of commentary programmes, with
particular attention to the editorial and emphasis on the application of principles derived from
research in persuasive communication and attitude change. Also, distinction between
commentary and critical writing; types of criticism and art review for radio and television will be
discussed. It shall also critically examine the structure, internal dynamics and functions of the
News and current/public affairs division of broadcasting organizations; delving into
interpretative reporting of government and public institutions and agencies and production of
current/public affairs discussions, news, magazines and documentaries.
MCM 313B: International and Foreign Broadcasting (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will;
1. explain international and foreign broadcasting;
2. comparatively analyse national systems of broadcasting worldwide in terms of types of
ownership, control, programming purposes and effects or impact; and
3. explain the purposes and impact of external radio broadcasting stations.
Course Contents
Comparative analysis of national systems of broadcasting worldwide in terms of types of
ownership, control, programming purposes and effects or impact; consideration of international
organisation dealing with technical facilities and those dealing with programmes; and
examination of the purposes and impact of external radio broadcasting stations.
MCM 314B: Film Production and Screen Directing (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. define film production;
2. analyse the technical apparatus of filmmaking – the camera, microphones, lighting machines,
sets – and types of shots;
3. explain story board and composition with regard to territorial space and proxemic patterns,
open and closed forms; and lighting, sound music and special effects;
4. outline and the skills and qualities of a film producer;
5. explain film directing;
6. explain film production process; and
7. analyse techniques of cinematography, production phases and activities and film structuring.
Course Contents
This course examines the techniques of cinematography, production phases and activities and
film structuring; and analyses the technical apparatus of filmmaking – the camera, microphones,
lighting machines, sets – and types of shots. There shall be intensive instruction in the production
of short films and analysis of popular productions; and focus on the story board and composition
with regard to territorial space and proxemic patterns, open and closed forms; and lighting, sound
music and special effects; skills and qualities of the film producer. It shall also delve into the
theories of directing, dramatic form and acting are examined through lectures, demonstrations
and applied exercises to establish theoretical and practical foundations. It shall explore the
television industry and the relationship of film to television. The students/course convenor are to
establish contacts with televisions stations and networks and arranging co-production meetings.
It shall also examine meeting the deadlines and resolving artistic conflicts.
MCM 311PRAD: Organisation and Management of Advertising and Public Relations Agencies
(2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. outline and discuss the principles of organising and managing advertising and public relations
agencies;
2. produce a list of guidelines for starting an enterprise in advertising and public relations;
3. explain the functions of the various departments of a full-service advertising and public
relations agencies; and
4. discuss good agency/client relationship highlighting the importance of digesting clients’
marketing problems and proffering ideas that will increase their visibility, sales, reputation and
profit.
Course Contents
Establishment of effective guidelines for starting an enterprise in advertising or PR; The
organization and management of the various departments of a full-service agency. It is a
practical course for the study of the importance of advertising and public relations agencies; their
management and reasons why clients change agencies. The course should be reinforced with
visits to some frontline agencies in the advertising and public relations industries to understand
agency operations after which the students are expected to prepare and present in class a
proposal for starting and running either advertising or public relations agencies,
MCM 312PRAD: Advertising and Public Relations Research (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. explain the concept of research;
2. outline the reasons for research in advertising and public relations;
3. explain how to gather data for advertising and public relations planning and decision making
discuss the importance of advertisers and public relations research in helping clients locate
market segments and identify target markets; and
4. apply quantitative and qualitative research methods to advertisers and public relations research
Outline the challenges international advertisers face in collecting research data abroad.
Course Contents
Application of quantitative and qualitative research methodologies in advertising and public
relations contexts; emphasis will be placed on budget, copy, and media research. It shall examine
the concept of research; reasons for research in advertising and public relations; how to gather
data for advertising and public relations planning and decision making; the importance of
advertisers and public relations research in helping clients locate market segments and identify
target markets. Practicum will be on the application of quantitative and qualitative research
methods to advertisers and public relations research; and identification of the challenges
international advertisers face in collecting research data abroad.
MCM 313PRAD: International Public Relations and Advertising (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will
1. explain how to investigate and measure soft power through media communication campaigns
and case studies addressing, trade policy and agenda like human rights, environmental protection
and terrorism;
2. analyse trends, issues and problems confronting public relations departments in multinational
corporations and other organizations involved in international trade and business;
3. discuss the problems confronting public relations department in multinational corporations
explain international and the complications of cross-cultural and multilingual problems in public
relations;
4. discuss the principles in advertising and their applications in various countries;
5. explain issues of cultural norms and how not to infringe these; and
6. discuss the exportation, importation and adoption of foreign advertising and their economic
and social consequences.
Course Contents
The course is focused on behaviour in sciences approach to international communications. It
analyses trends, issues and problems confronting public relations departments in multinational
corporations and other organizations involved in international trade and business. It also
examines the exportation, importation and adoption of foreign advertising programmes and their
economic and social consequences; and deals with principles in advertising and their applications
in various countries, issues of cultural norms and care not to infringe these; choosing appropriate
symbols and images; the message and ensuring it is understood.
MCM 314PRAD: Consumer Affairs (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will:
1. define consumer affairs;
2. discuss the historical foundation of consumerism as well as the state of consumerism in
Nigeria and in other countries;
3. explain consumer rights and responsibilities, consumer issues and public policy; and
4. analyse consumer action as well as the key role that relationship management plays in
maintaining customer loyalty and enhancing level of satisfaction.
Course Contents
Demonstrates how appropriate PR policies and programmes can prevent or help solve consumer
problems; covers the consumer movements and their impact on the market place and how to
work with consumer advocates for the benefit of organizations.
400-Level
CMS 410: International Communication (2 Units C: LH 30)
Learning Outcomes
At the end of the course, students should be able to
1. discuss the structure of international communication, the flow of media/cultural products;
2. explain the concepts of cultural globalisation, cultural imperialism;
3. explain the roles/functions of international news agencies and media companies; and
4. explain the role and implications of ICT.
Course Contents
This course is an overview of the world’s media systems. The focus will be on the flow of
information between the industrialized and advancing nations; how ideology, culture, economy
and international market structure have all contributed either in hindering or advancing the
international flow of news and entertainment among nations. The scope, characteristics,
peculiarities and current issues in international communication will be exhaustively treated so as
to acquaint the student with a thorough knowledge of the politics and ideological nature of
international communication. The course will examine issues like globalization, ICTs and
communication development, new/social media platforms, ownership
and control, cultural imperialism, the role of international News Agencies and such other media
organization like CNN, BBC, Al-Jazeera in global politics. The course will take a critical look at
Africa’s place in the digital/cyber world.
The course should also discuss relevant theories of imperialism and dependency technological
determinism. Discussions in the course should not be limited to the news but should include all
the products of the media and cultural industries. The role of the English language should also be
considered.
CMS 412: Communication and Society (2 Units C: LH 30)
Learning Outcomes
At the end of the course, students should be able to
1. discuss the relationship between the media and other social institutions;
2. highlight the dual character of the media as both commercial and political/ideological
organisation;
3. explain how various social groups are represented in the media and the implications of such
representation;
4. explain the concept of media power;
5. outline the notions of professionalism in media and communication practice; and
6. explain the concepts of mediatization.
Course Contents
Examination of the media of communication as social and political institutions with particular
attention to pertinent sociological concepts, themes and problems; the role and relationship of the
mass media vis--vis other major social institutions. Focus on the sociology and professionalism
of media communicators, media contents, meaning creation and defining power and the issue of
cultural imperialism and media dependency; internal dynamics and control of media
organizations and mass communication politics. The role of communication in development is
critically examined. The course will also discuss media representation of various social groups,
media and gender, ownership and control, the role of advertising and other forms of financing
the media and their implications, issue of media access, the place and role of alternative media,
the internet and changes in media ecology, mediatization of social and political processes and
activities. Critical attention will be paid to the role of the media as the infrastructural/mechanism
of connection, representation, sharing and governing, the role of the media in conflict and the
mediatization of different processes, activities and institutions in contemporary society. Also of
interest is the internet and other ICTs, their characteristics and how they have changed the
ecology of communication, the public sphere and nature of politics and power. The course will
also discuss media representation of gender, minorities.
MCM 413: Public Relations and Advertising Campaign Planning and Execution
(2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will be able to:
1. demonstrate a good understanding of activities involved in, and the different roles played by
the key actors in the planning and execution of PR and advertising campaigns;
2. identifying the key actors in the different stages of PR and advertising campaign planning and
execution examples: the advertiser, PR firms, media, regulatory organisations, regulatory
agencies (such as NIPR, NBC, APCOM etc.) and consumers; and
3. identify the stages of PR and Advertising planning and execution, development of creative
strategy documents, copy platform, visuals, media planning, execution and evaluation.
Course Contents
This course is designed to acquaint the students with the activities involved in, and the different
roles played by the key actors in the planning and execution of PR and Advertising campaigns.
The students is exposed to the various model of campaigns planning, resources, mobilization and
identify relevant public. Major areas include identifying the key actors in the different stages of
PR campaign planning and execution including the advertiser, PR firms, media, regulatory
agencies and consumers. Stages of PRS planning and execution include briefs, creative strategy
documents, copy platform, visuals, media planning, execution and evaluation.
UNIBEN-MCN 414: Artificial Intelligence and media practices (2 Units C: LH 30)
Senate Approved Relevance: The Artificial Intelligence and Media Practice course is an
essential component of the University of Benin's efforts to produce industry-ready graduates
who are knowledgeable and highly skilled in the field of Artificial Intelligence and media
studies. The course focuses on providing students with a comprehensive understanding of the
practical applications of Artificial Intelligence in the field of media and its real-world
implications. This is particularly relevant in light of the rapidly growing and digitized media
industry, where the integration of AI technology is becoming increasingly important. The
training for these skills is mainly provided at the University of Benin, which recognizes the
importance of addressing the huge digital skill deficit existing in Nigeria. With the per capita
income of the average Nigerian being low, the demand for AI skills is high. Therefore,
providing students with AI and creative skills is crucial in making more youth employable. The
Senate recognizes the importance of this course in addressing unemployment in Nigeria and its
significance in developing a knowledge-based society.
Course Overview: Artificial Intelligence and Media Practices is designed to provide students
with a comprehensive understanding of the concepts and principles of Artificial Intelligence
(AI) and its applications in media practice. Through this course, students will gain an
understanding of the various AI techniques and technologies that are used in the media
industry, and how they can be used to improve the efficiency and effectiveness of media
production and distribution.
Objectives: the objectives of the course are to:
1 Explain the concepts and principles of Artificial Intelligence (AI) and its applications in
media practice.
2 Identify the technical skills and knowledge necessary to design, develop, and implement
AI-based media solutions.
3 Evaluate and analyze the impact of AI on media practices and society at large.
4 Creatively and apply AI to solve real-world problems in the media industry.
5 Expose students to the latest developments in AI and its impact on the media industry
and society.
Learning Outcomes: On completion of the course, students should be able to:
1 Comprehend the fundamental concepts and techniques of Artificial Intelligence (AI) and
its applications in media practice.
2 Design and develop AI-based media applications and solutions, such as natural language
processing, computer vision, and machine learning, for various purposes and platforms.
3 Analyze, interpret and visualize data, and to use data-driven insights to inform the
creation, distribution, and evaluation of media content.
4 Critically evaluate the ethical and societal implications of AI-based media practice and
to apply ethical principles to their work.
Course contents: Artificial Intelligence and Media Practices looks into the concepts and
principles of Artificial Intelligence (AI), AI applications in media practice. Types of AI, deep
face, robotic journalism, AI and information management, AI and human learning and
behaviour, machine learning and AI, deep learning, problem solving using AI, social
intelligence, cybernetic perspectives to AI, planning from an AI approach, challenges in AI, AI
and ethics.
MCM 420: Media Laws (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the student should distinguish:
1.understand the various laws guiding media practices
Course Contents
This course discusses the laws of libel, sedition, copyright, obscenity and indecency as they
apply to media and the adjuncts of the mass media. It also discusses the law setting up the
various agencies in the media, NBC, Press council amongst others.
MCM421: International Public Relations and multinational Advertising (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will be able to:
1. appreciate the definition of IPR and multinational advertising;
2. explain the history and development of IPR and multinational advertising ;
3. recognise the influence of environmental factors;
4. identify the factors responsible for the growth of IPR and multinational advertising ;
5. explain the importance of listening as important tool in IPR planning; and
6. comprehend the media for IPR and multinational.
Course Contents
This course should start with the definition of international public relations IPR and
multinational adverting, the history or development of IPR and multinational advertising , factors
responsible for the growth of IPR and the importance of image and the environmental factors
that affect the implementation of international PR and multinational advertising campaigns. It
should focus on the analysis of trends, issues and problems confronting PR organisations in
international trade and politics. It also covers principles of PR and multinational advertising in
various countries, cultural norms and choosing of appropriate symbols and images.
MCM422: Final Year Research Project (4 Units C)
Learning Outcomes
1. choose an independent research topic;
2. evaluate and review published studies in the area of chosen topic;
3. apply appropriately one or more quantitative or qualitative approaches, or mixed methods
approaches, in conducting research; and
4. outline challenges encountered in conducting original research.
Course Contents
This is a research focused course where student apply knowledge and skills gained from research
methods courses.
The course invites students to think critically and problematize a particular public relations
challenge and apply or use appropriate research methods to seek insightful solutions and arrive at
creative recommendations based on the research findings in a way that will enhance knowledge
or understanding. Working under the guidance of a supervisor, students will be guided on how to
problematize issues, generate secondary and primary data as well as analyze such data and use
them to answer research questions.
MCM423: Stakeholders Engagement and Community Relations (2 Units C: LH 30)
Learning Outcomes
At the end of this course, the students will be able to
1. identify who are the stakeholders in every organization; and
2. have a good grasp of how to use PR to create mutual understanding between an organization
and its critical stakeholders.
3. strategy for stakeholders engagement
4. recognise how to engage communities profitably;
5. manage community issues effectively;
6. explain the evolution of community relations in Nigeria;
8. identify how to plan and execute community relations programmes; and
9.Identify how to liaise with community structures or organs for the benefit of both the
organisation and community.
Course Contents
Efforts will be made to differentiate publics of a firm from the stakeholders of the firm. Also,
what stake is the stakeholder holding in an organisation will also be identified; community
relations will also be treated here. Critical stakeholders of an organization will also be identified
here and relationship management techniques will also be examined. An understanding of the
principles and techniques of profitable engagements with community publics are examined. The
concept of community, structure of the community, inter-group and social relations, theories of
community relations, managing community issues and concerns, historical development of
community relations in Nigeria, planning and execution of community relations programmes and
case studies in community relations are discussed. Communication and Media Studies 236 New
UNIBEN-MCN 424: Child Rights Reporting (2 Units C: LH 30)
Senate - Approved Relevance
Journalists and those who study media have a lot of potentials to contribute to our
country's growth, especially when recognizing the dynamic complexity and technology-driven
nature of our society in the present day. The production of highly knowledgeable, skilled,
socially responsible, and entrepreneurial journalists and professionals in the field of media
studies is the end goal of the Journalism and Media Studies programme. These graduates will be
able to serve competently in relevant capacities and positions in traditional and new media
organisations.
The mission of the University of Benin is to contribute to the advancement of knowledge
and understanding of our students for the benefit of our students as well as that of the country as
a whole, particularly in the areas of journalism, media, and communication. The curriculum for
Journalism and Media Studies has been tailored to meet this mission to fulfil the requirements of
the mission. In addition, the curriculum will equip students with the necessary and most recent
information and abilities relevant to the profession.
Course Overview
This course examines the origins of child protection in international human rights law, as
well as how to analyse global child protection issues and the diversity of actors involved in child
protection, the impact of violence, exploitation, and abuse (VEA) on children's emotional, social,
and physical development as well as strategies for preventing and responding to these harms, the
standards of protection for children who are in conflict with the law or who come into contact
with the legal system, as well as how to evaluate and strengthen child protection efforts.
Objectives
The objectives of this course are to:
1. Describe journalism skills to highlight issues concerning children’s rights
2. Identify the right media to protect children and their rights
3. State what constitutes Children’s rights
4. To identify the difference between natural rights and human rights?
Learning Outcomes
At the end of this course, students should be able to:
1. Use journalism skills to highlight issues concerning children’s rights
2. Use the media to protect children and their rights
3. Know what human constitutes Children’s rights
4. Differentiate between natural rights and human rights?
Course Contents
Fundamentals of Child Rights Reporting. Children and the media. Who is a child? The rights of
children. Dimensions of Child Abuse. The Roles of the Media and Legislations Related to
Children. Reporting children. Children and identity protection in the media. Children and social
media. Sexual abuse and exploitation of Children. Child rights act in Nigeria. Promoting
Children’s Rights Through the New Media. Media and the Provision of Service for Children.
Children's Privacy in the Age of social media. International agencies for the protection of
Children’s rights. Local and national agencies for the protection of Children’s rights. Effects that
violence, exploitation, and abuse (VEA) on the mental, social, and physical development of
children.
