-Photography, COS002, This is an elective course for Communication Studies students, which primarily prepares them for producing stunning images by using Digital Single Lens Reflex. This course explores the basic photography technique of utilizing the photographic triangle (shutter speed, aperture, and ISO) when capturing an image. At the later stage, students will dwelve into studio shooting planning and image post-processing. Through lectures, tutorials, hands-on assignments, and reviews, this course would be able to support the students in producing, analyzing and choosing the right images for any publication used for mass media. - Nazrul Azha Abu Hassan
Course Name:Introduction to Mass Communication
Course Code:JRN119
The course provides students with knowledge of mass communication theories and impart how to apply the theories in daily media access. It also introduces the origins, nature, development, limitations and impact of different forms of communication.
email: visalini.palani.xmu.edu.my
Course Name: Social Media and Crisis Communication
Course Code: COS303
Responding to scrutiny during a crisis is nothing new. Social media amplifies the coverage and consequently the risk to reputation. This subject elaborates how social
media are influencing the practice of crisis communication across different organizations and industry areas. It covers comprehensively the joint topic of social media and
crisis communication as a specialty applied communication area.
email:visalini.palani.xmu.edu.my
The course provides students with knowledge of mass communication theories and impart how to apply the theories in daily media access. It also introduces the origins, nature, development, limitations and impact of different forms of communication.
Responding to scrutiny during a crisis is nothing new. Social media amplifies the coverage and consequently the risk to reputation. This subject elaborates how social
media are influencing the practice of crisis communication across different organizations and industry areas. It covers comprehensively the joint topic of social media and
crisis communication as a specialty applied communication area.
This course provides knowledge on the media industry, covering leadership, management, and workforce motivation. You will explore decision-making, ethics, and regulations within media companies, as well as budgeting, marketing, and market analysis. The course also delves into media consolidation, convergence, entrepreneurship, and new media management.
What You'll Learn
Upon completing this course, you will be able to:
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Compare case studies of entrepreneurship in media management.
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Integrate management principles and practices from various media perspectives.
- Display an ability to communicate with people.
This course will help you develop transferable skills in entrepreneurship, leadership, autonomy, responsibility, and communication.
Social Media and Public Relations (ADT001), explores how social media has transformed the public relations landscape. It provides students with a solid theoretical foundation combined with practical knowledge for managing online relationships and content.
What you will learn
- Demonstrate how to use new media in a public relations context
- Explain the role of public relations within social media
- Propose media content and strategies to engage online communities from a PR perspective.
You'll also develop valuable transferable skills in communication and digital literacy.
The digital age has transformed point-to-point and mass communication, specifically how we form and practice in social networks, how culture is exchanged and consumed, and how media industries operate in the marketplace. This subject aims to familiarise students with the fundamental concepts, principles and theories of new media which are related to communication field. Students will also learn how new media influences and mediates human communication. The course also covers diverse issues related to new media. Student will engage closely with contemporary scholarship on digital technologies, the internet, and the institutions that controls these technologies.
This subject introduces students on how to make data-driven decision for the profession of communication. It covers hands-on experience of using data analytics software tools such as SPSS and Python. The topics include: basic concepts of data analytics and visualization, common analytical tools used for customer choice prediction, customer segmentation, customer retention etc, with the help of data analysis software.
The course introduces students to the process of writing academic essays and to strategies that develop students' abilities as writers of academic articles. Students will learn how to locate, evaluate and use sources within their own writing including skills like paraphrasing, summarizing, synthesizing, providing direct quotations, and proper referencing of sources using the APA style citation.
This course provides an overview of the foundational principles and basic issues of media ethics and law. Different ethical theories (such as categorical imperative, golden mean, utilitarianism, potter box) and laws including international and local laws are discussed based on the relevant case studies. This course will equip students with the knowledge on the operations of law and ethics governing speech and expression. Thus, they will be able to analyse and form judgements about the use of ethics and the role of law in different domains of media, i.e. journalism, advertising and entertainment.
This course examines practical and theoretical resources on media law and policies in a comparative perspective. In particular, international developments relating to the regulation of the media ranging from the laws on privacy, defamation, copyright and advertising regulation are examined in depth. It also investigates the foundations of and motivations behind different approaches to expression law and media policies.
MCC104
Research Methodology
muhammadnurfitri.razak@xmu.edu.my
This course provides students with comprehensive knowledge of both qualitative and quantitative research methodologies, including their history, philosophies, ethics, and contemporary applications. Students will explore the fundamental concepts, theories, and methods of qualitative research, such as developing research questions, conducting rigorous analyses, and producing valid findings, while also examining the impact of technology on qualitative research processes. Simultaneously, students will delve into quantitative research methods, including variables, measurement scales, experimental and non-experimental designs, sampling techniques, validity, reliability, and advanced statistical analyses. The course emphasises the integration of theory and practice, offering practical skills in using software tools like NVivo, SPSS, AMOS, or Partial Least Square (PLS) for data analysis and structural equation modeling. By critically evaluating the strengths and limitations of both approaches, students will develop a holistic understanding of research methodologies, enabling them to address ethical and practical challenges and conduct robust academic or applied research.
COS206
Public Relations Counselling
muhammadnurfitri.razak@xmu.edu.my
Counselling is one of the on-going public relations process towards developing and implementing a public relations strategy. This course explores various public relations roles in diverse sectors, and concentrates on how public relations reaches its audiences effectively and strategically through socially responsible communication.
Principles of Public Relations
COS107
muhammadnurfitri.razak@xmu.edu.my
This is an introductory course to introduce students to the basic elements of contemporary public relations. It provides information about history, principles, and fundamental responsibilities of public relations between organizations and its publics. The course serves as a foundation for other public relations related courses in understanding the practice as a whole.
This course introduces students to a practice-based, hands-on approach to visual communication design. Students will undergo basic drawing skills and design software to aid them in conveying ideas to paper or artwork. Connections to current and historical context of the graphic arts are woven throughout the course. Students will also participate in their work and learn to take part in design critiques and discussions, as both designers and peers in the context of advertising.
This course introduces the theories and methods of rhetorical criticism, focusing on how to analyze, interpret, and evaluate persuasive texts and speeches. Students learn classical and contemporary rhetorical concepts (e.g., ethos, pathos, logos, narrative, metaphor, dramatism) and apply them to political discourse, media messages, advertising, and other forms of public communication. The course emphasizes critical thinking, systematic analysis, and the ability to assess the effectiveness and implications of rhetorical strategies.
The course introduces students to the fundamentals of news writing, focusing on the core skills of news elements, language, news story
structure, editing, law and ethics, as well as covering news from diverse communities. Students will learn how to gather and evaluate
information to write news for the public. This course is intended to prepare students for courses and careers in communications or any
profession that requires interaction with the media.