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BSc IN COMMUNICATION AND PUBLIC RELATIONS

INTRODUCTION
The Bachelor of Science (B.Sc.) Degree in Communication and Public Relations aims at preparing students for a variety of careers such as Public Relations, Diplomacy, Advertising, Arbitration, Management and Liaison. The program educates Public Relations (hereafter PR) professionals and people in related fields in basics in Communication and Public Relations basics such as critical thinking, analytical reading, focused listening, functional writing and public Speaking. Then it systematically, exposes the candidates to advanced PR related strategies and techniques for contexts such as Diplomacy, Politics and Conflict Management. Graduates of the programme will also be equipped with relevant educational and research skills to enable them disseminate the acquired knowledge and pursue further education in related disciplines. The graduates of this programme will competently work in Public Relations firms, Governmental and Non-Governmental Organizations, the Media Industry, Educational institutions and as Communications officers in all kinds of corporations. The programme is also organised in a manner that prepares the graduates for self-employment as consultants in various aspects of Communication and Public Relations.

Philosophy of the Programme
The programme is anchored in pragmatism as a philosophy which appreciates both the realist/positivist and the relativist/constructivist paradigms of knowledge. Therefore it provides a firm grounding in the conceptualisation of Communication and Public Relations as an integrated disciplines of knowledge within the broader field of Communication Studies. Grounded in this philosophy, the programme explores various theories, conceptualizations, principles and techniques of Communication and Public Relations through various platforms such as face –to-face interactions, print, radio, television and the internet. The focus at this level is on the practice of Public Relations while taking into cognizance the broader principles of Communication that underpin the various professional and practitioner contexts of the discipline. Consequently the courses are designed to facilitate innovation, critical thinking and problem solving approaches in dealing with various tasks in the domain of Communication and Public Relations.

Rationale for the Programme
This revised curriculum has benefited from input from the alumni of programme – some of whom are renowned practitioners in Communication and Public Relations in Kenya and other places; and suggestions from the industry in form of relevant professional associations (mainly the Public Relations Society of Kenya (PRSK) and organizations where our students have been previously attached. The revised curriculum has also been informed by views of lecturers who have taught the course over the last five years. In addition, the revision has been necessitated by the changing needs of the profession considering developments in socio-political and technological contexts served by Public Relations Officers. Furthermore, in the recent past, in Kenya and globally, there have been increased human rights awareness and demands for accountability in all public spheres. There is also vicious competition within both the manufacturing, civic, educational and hospitality industries that has called for a unparalleled attention to public human relations. All these require highly educated professionals win the trade of Communication and Public Relations. Currently, in many contexts, many of the officers serving in Public Relations dockets lack the required grounding in the profession because this is a relatively new area of specialization in our context. In relation to this, this is a justified pioneer programme that will make a significant contribution to policy, practice and academic circles. Indeed this programme has also become necessary because a number of existing programmes in various local and international universities offer degrees in the Subject Public Relations without anchoring them in the broader discipline of Communication Studies. Hence the very urgent necessity to revise this programme to serve the existing and emerging academic, professional, policy and practitioner needs.

Goal of the Programme
The programme aims to provide graduates with integrated knowledge in Communication and Public Relations necessary for professionals in various Organizational contexts while also providing them with the prerequisites for further education in the field.

Objectives of the Programme
The specific objectives of the programme are to:
1. Equip learners with appropriate study and communication skills for higher education and interaction in various contexts
2. Provide students with in-depth knowledge of the theoretical, academic and professional principles in the field of Communication and Public Relations.
3. Prepare students in the mastery of practical techniques for visual, non-verbal, internet-based and other platforms of Public Relations in an environment that encourages innovation and creativity.
4. Equip students to be able to take up careers in Public Relations, Diplomacy, Management, Media practice and corporate communications.
5. Educate students to be able to design and carry out basic research and disseminate knowledge on various aspects of Communication and Public Relations.
6. Offer the students sufficient grounding in Communication and Public Relations to be able to pursue postgraduate studies in the discipline and related subjects.

Expected Learning Outcomes of the Programme
At the completion of the programme, the graduates will be able to demonstrate:
1. Acquisition of appropriate study and communication skills for higher education interaction in various contexts.
2. Knowledge of the theoretical and academic principles in the field of Communication and Public Relations.
3. Competence to apply practical techniques in visual, non-verbal, internet-based and other platforms of Public Relations, in an environment that encourages innovation and creativity.
4. Capacity to work competently as a professional in Public Relations, Diplomacy, Management, Media practice and corporate communications.
5. Mastery of basic research design, implementation and dissemination of in various contexts of Communication and Public Relations.
6. Qualification to effectively pursue postgraduate studies in Communication and Public Relations and related subjects.

Admission Requirements
In addition to meeting the minimum entrance requirements for Moi University, candidates must:
1. Have at least a C+ in English, a C+ in Kiswahili, a C in Mathematics, at least a B in any subject in group III and a B in any subject in group IV or VI at K. C. S. E
2. Candidates with diploma qualifications from recognized institutions in Public Relations, Human Resource Development, Education, and any other relevant areas will also qualify for admission.
3. Candidates with at least two principals at A level in either sciences or arts subjects obtained in the same sitting may also be admitted.
4. Admission may also be granted to candidates with equivalent alternative qualification as above on the recommendation of the school subject to the approval of the Senate.
5. Or any other qualification recognized by Senate as equivalent to the above

Programme Structure

Year 1

Year1
Semester I
CMM 100 Introduction to Communication
CMM 102 The History of Communication
CMM 103 Introduction to Communication Media
IRD 100 Communication Skills I
IRD 101 Quantitative Skills I
IRD 103 Development Concepts
FRE 101 French for Beginners 1*(SASS)

Semester II
CMM 104 Critical Thinking and Problem Solving
CMM 105 Advanced Reading Skills
CMM 106 Essay Writing
CMM 107 Communication Research Methods I
CMM 108 Introduction to Media Studies
CMM 109 Communication and Culture
IRD 102 Communication Skills II
IRD104 Quantitative Skills II
Elective
FRE 102 French for Beginners 2 (SASS)

Year 2

Semester I
CMM 200 Interpersonal and Inter–group Communication
CMM 201 Introduction to Mass Communication
CMM 202 Information Sourcing and Management
CMM 203 Management of Information Technology
CMM 205 Introduction to Public Relations
CMM 206 Functional Writing
CMM 211 Public Speaking
Electives
FRE 101 Intermediate French
CMM 213 News Writing
CMM 216 Introduction to advertising

Semester II
CMM 204 Visual, Audio Visual and Non Verbal Communication
CMM 207 Communication and Persuasion
CMM 208 Leadership and Communication
CMM 209 Communicating about Science and Technology
CMM 210 Survey of Public Relations
CMM 212 Organizational Behaviour I
IRD 200 State Society and Development
Electives
CMM 217E Introduction to corporate Relations
CMM 219 Introduction to radio
CMM 220 Introduction to cinema and television

Year 3

Semester I
CMM 300 Communication Ethics
CMM 301 Communication and Law
CMM 303 Gender and Communication
CMM 304 Conflict Management and Negotiation Skills
CMM 305 Public Relations Strategies and Techniques
CMM 311 Editing and Publishing skills
CMM 322 Sign Language
Electives
CMM 319 Persuasive Communication and Argumentation
CMM 320 Photojournalism I

Semester II
CMM 302 Communication Research Skills II
CMM 308 Organizational Communication I
CMM 310 Public Relations and Advertising
CMM 312 Organizational Behaviour II
CMM 313 Entrepreneurship Skills
CMM 317 Public relations Theories and Methods
CMM 307 Field Attachment
Electives
CMM 309 Cross Cultural Dynamics in Communication
CMM 323 Feature Writing

Year 4

Semester I
CMM 400 Communication Theories
CMM 402 Introduction to Human Resource Development
CMM 403 Communication Aesthetics
CMM404 Development Communication
CMM 406 Writing for Public Relations and Mass Media
CMM 407 Research Project
Electives
CMM415E Business to Business Communication
CMM 428E Internet and Electronic Publishing

Semester II
CMM 401 International Relations and Diplomacy
CMM 409 International Communication
CMM 411 Psychology of Communication
CMM 412 Comparative Communication and Political Systems
CMM 420E Communication for Educators
CMM 427 Advanced Editing Skills
Electives
IRD 400 Development Project Appraisal

 

 

Designed by Moi University ICT Department