Graduate Studies

Master of Communication (Media Management)

PROGRAMME DETAILS

BACKGROUND OF THE PROGRAMME

At present, communication field is a systematic and professional area practiced in developed countries. It is an area that influences the society’s lifestyle and values. This programme is offered to enhance and manage Islamic knowledge in communication field especially in broadcasting and journalism.

It is hoped to produce knowledgeable professionals in communication field that will expand the teachings of Islam by opening room for researchers and educators to study, research and spread knowledge in the respective field.

OBJECTIVES OF THE PROGRAMME

The Master of Communication (Media Management) programme is designed to achieve the following objectives:

• To produce postgraduates with strong Islamic and communication knowledge to carry out broadcasting, journalism and production duties;
• To produce postgraduates in Islamic studies and committed in broadcasting, journalism and production work; and
• To produce efficient human resource and researcher that can provide maknawi and maddi contribution to the development of community and nation especially in broadcasting, journalism and advertising.

CORE SUBJECTS

• Theories and Model of Communication

This course will discuss the conceptual foundations of communication, the meaning and development of theory, theory in the communication discipline and critical perspective of metatheoritical development. In addition, the course will also discuss theories of communication processes and theories of communication contexts. The emphasis will be given to the popular theories of media such as social cognitive theory, uses and gratification theory, agenda setting theory, cultivation theory and media systems dependency theory. The development of communication models such as models of communication process and models of persuasion will also be discussed. The emphasis and comparison between Western and Islamic theories on communication will be given due consideration.  

• Scriptwriting and Media Production

This course is design to introduce students to the rudiments of screenplay composition and film or video (alternative) production. This begins with revision to the script writing and method of developing storyboard, introduction and process of film production as well as generation of a short screenplay (short film and documentary). The course emphasizes theme, story, plot, dialogue, character arc, dramatic structure, script format, and the process of developing and writing a script. In order to inform, educate and persuade the audience, students will be providing with all the essential practical skills and knowledge necessary to work professionally in the generally field of broadcasting.

• Media Effects and Propaganda

Media Effects and Propaganda provides students with an in-depth understanding of how the media are constantly influencing individuals and society. The subject is constructed and organized around two main templates. The first template helps organize thinking about media influences on the effects of media on our daily life such as entertainments, campaign as well some fundamentals theories of media effects. The second focuses on media propaganda on a larger scale which involves the issue of democracy, news framing and of course the influences of new media technology in the propaganda context.

• Public Relations

This course will explore the basic skills and knowledge required in public relations practice through lectures and case studies.  Considering the social, organizations, administrative, cultures and ethical context and implications of modern public relations practice. It encourages the students to think critically how to set measurable goals and establish a strategy for achieving results in fund raising, lobbying and volunteer development, as well as in advancing the work of the organization. It's the public relations officer's or PR chair's job to remind the organization of its loftier mission, to congratulate achievement in all its forms and to help keep the channels of communication open.

EXPERTS

For more information on our EXPERTS, please refer to http://fkp.usim.edu.my/communiction/

CAREER PROSPECTS

Digital marketer; media buyer; Media planner; Media researcher; Public relations officer; Social media manager; Television/film/video producer; Web content manager; Advertising account executive; Broadcast journalist; Editorial assistant; Event manager; Magazine journalist; Market researcher; Marketing executive; Media researcher; Writer

TYPICAL EMPLOYERS

Media studies graduates typically enter careers in the media, cultural and creative industries. Areas of work include television and radio, film and video, digital media, computer games, journalism, writing and publishing, PR and media practice.

Employers include:

• Communications agencies
• The Civil Service
• Further and higher education institutions, such as colleges and universities
• Local government
• Marketing organisations
• Media companies
• The newspaper industry
• PR consultancies
• Publishing companies
• TV and radio companies.