Advertising | APSC | Journalism | Mass Communications | Public Relations | Graduate Courses
ADV 91: INTRODUCTION TO ADVERTISING (3 units)
A
comprehensive survey of the basic principles of advertising. Topics include:
strategic planning, integrated communications, audience targeting, creative
strategy, advertising media, social responsibility, advertising ethics,
international advertising, and current issues in advertising.
Prerequisite:
None.
ADV 116: SPARTAN DAILY ADVERTISING STAFF (3 units)
This
class constitutes the paid advertising staff of the online and print editions
of The Spartan Daily. Students work with clients and handle the
newspaper's advertising sales and production.
Prerequisite: ADV 91.
ADV 121: CONSUMER ADVERTISING (3 units)
Principles and
practices of advertising consumer products and services using traditional mass
media, alternative media, and new media. Topics include consumer behavior,
branding, targeting and positioning; national brand advertising; retail
strategy, advertising and merchandising.
Prerequisite: ADV 91.
ADV 122: BUSINESS-TO-BUSINESS ADVERTISING (3 units)
Principles and practices of developing marketing communications programs and
collateral materials for business-to-business products and services;
translating technical information into persuasive communications; direct
marketing, and other forms of sales support communications.
Prerequisite: ADV
91.
ADV 123: BROADCAST AND NEW MEDIA ADVERTISING (3 units)
History, development, and current applications of traditional broadcast
advertising, the Internet as an advertising medium, and the implications of
emerging new media. Focus is on creative strategy and media strategy.
Prerequisite: ADV 91.
ADV 124: COPYWRITING (3 units)
Conceptual development.
Advertising theory used in the development of writing, editing and evaluating
advertising copy. Research methods and techniques. Ethical problems.
Prerequisites: ADV 91, ENGL 71 and MCOM 100W.
ADV 125: LAYOUT AND PRODUCTION (3 units)
Principles of
design, typography, and advertising theory applied to print advertising layout
and print production. Preparation of layouts utilizing InDesign and Photoshop
applications.
Prerequisite: ADV 91.
ADV 126: MEDIA PLANNING AND BUYING (3 units)
Theory,
evaluation and selection of advertising media for a variety of target
audiences; demographics and psychographics. Students plan, buy, and measure the
success of, a real media plan.
Prerequisites: ADV 91 and BUS 130.
ADV 128: INTEGRATED MARKETING COMMUNICATIONS (IMC) (3
units)
Learn how advertising, public relations, promotions, and marketing all
work together to achieve campaign objectives. Strategic planning, budgeting,
research, tactics, evaluation, presentation skills, team building.
Prerequisites: Three ADV courses and BUS 130.
ADV 130: ADVANCED LAYOUT AND PRODUCTION (3 UNITS)
Creative development, strategy, concept, and execution using InDesign and
Photoshop. Advanced layout and design principles, integration of language, and
visual communication theory will be emphasized in product positioning.
Prerequisite: ADV 125 or instructor consent.
ADV 199: CAMPAIGNS (3 units, formerly ADV129).
Capstone
course in which students engage hands-on in the process and methods employed to
develop a fully integrated advertising campaign based on the marketing
objectives established by a real-world client.
Prerequisites: Four ADV courses
and MCOM 111.
APSC 63: NEW MEDIA (3 units, Cross-listed as MCOM63)
Hands on instruction in
multimedia and emerging new media technologies. Print and web page design,
blogging, podcasting, videocasting, RSS, and creation of multimedia
presentations by combining still photos, graphics, and video with music and/or
audio.
Prerequisites: None.
JOUR 61: WRITING FOR PRINT, ELECTRONIC AND ONLINE MEDIA
(3 UNITS)
Introduction to writing for media--newspaper, magazines, electronic
and the Internet--as well as producing content for multi-media distribution in
a converged media environment. Emphasis on how different media require
different writing styles and content.
Prerequisites including major
restrictions: ENGL 1A and ENGL 1B.
JOUR 95: BEGINNING DIGITAL NEWS PHOTOGRAPHY (3 units)
Basic introduction to news photography and photojournalism field. Includes
camera use – composition, aperture, shutter speed, and lens selection
– and processing for print or electronic media using PhotoShop. Emphasis
on technical aspects of digital news photography and storytelling with
photographs.
JOUR 132A: NEWS REPORTING FOR ONLINE AND PRINT MEDIA (3
units)
Emphasis on reporting--gathering/verifying facts for news stories
through observation, interviewing, attending press conferences/meetings, and
using public records, electronic databases and the Internet/library. Writing
enterpriser, trend, feature, profile and investigative stories.
Prerequisites
including major restrictions: JOUR 61 or instructor consent.
JOUR 132B: REPORTING FOR ELECTRONIC MEDIA (3 units)
Emphasis on reporting-gathering/verifying facts and audio or video actualities
through interviewing, attending press conferences/meetings, and using public
records, electronic databases and the Internet/library. Producing news and
features for electronic media and websites.
Prerequisites including major
restrictions: JOUR 61 or instructor consent.
JOUR 132C: MAGAZINE REPORTING (3 units)
Print and online
writing for front-of-book, departments and feature stories. Emphasis on
reporting-gathering/verifying facts through interviewing, observation,
reconstruction, public records, and the Internet/library. Consideration of
segmented readership and differences between consumer and trade magazines.
Prerequisites including major restrictions: JOUR 61 or instructor consent.
JOUR 133: NEWS EDITING AND NEWS MANAGEMENT (3 units)
Media Lab. Designed for the editor serving as wordsmith and coach, a hands-on
approach to copy editing and headline writing for online and print media.
Students work as editors for media lab publications.
Prerequisite: JOUR 61 or
instructor consent.
JOUR 134: IN-DEPTH ONLINE REPORTING (3 units)
Media Lab.
Designed for experienced writers who want to report for online media. Includes
feature and in-depth reporting as well as Web design for a team project.
Prerequisite: JOUR 61 or instructor consent.
JOUR 135: REPORTING, EDITING AND MANAGEMENT (1-3 units)
Media Lab. A team of reporters, photographers and editors will produce the Spartan Daily online publication as well as its daily newspaper and
magazines. The editors will direct the coverage, including digital photography
and audio-video streaming.
Prerequisites: Reporters, JOUR 61 and JOUR 132;
Photographers, JOUR 142; Editors, JOUR 135 as reporters. Non-majors,
demonstrated writing and/or Web-design skills and instructor consent.
Repeatable for credit with instructor consent. Lecture and lab ability.
JOUR 136: NEWSPAPER AND MAGAZINE DESIGN (3 units)
Principles of newspaper and magazine design — news judgment, story and
headline hierarchy, typography, and meaningful visual storytelling through use
of photos/art. Practice in creating newspaper pages and magazine layouts and
cover designs.
Prerequisites including major restrictions: JOUR 61, JOUR 133 or
instructor consent.
JOUR 142: BEGINNING VISUAL JOURNALISM FOR PRINT/ELECTRONIC
MEDIA (3 units)
Media Lab. Introduction to basic principles and practices
of photojournalism for online media, newspapers, magazines, and corporate
publications using still photographs (black-and-white photography).
Prerequisites: PHOTO 40, JOUR 95 or instructor consent. Lecture 2 hrs/lab 3
hrs.
JOUR144: PICTURE EDITING FOR PRINT/ELECTRONIC MEDIA (3
units)
Presentation and picture editing for online media, newspapers,
magazines, and other publications; visual tactics to bring readers to a page,
picture selection, graphics, layout, design and ethical considerations using
illustrative art and photography.
Prerequisite: Upper division standing.
JOUR 145: ADVANCED VISUAL JOURNALISM FOR PRINT/ELECTRONIC
MEDIA (3 units)
Media Lab. Advanced practices in photojournalistic
storytelling with single and multiple picture color assignments. Technical
emphasis on achieving proper color balance via lighting techniques. Aesthetic
emphasis on pictures elevating a student's portfolio to professional level.
Prerequisite: JOUR 142 or instructor consent. Lecture two-hrs/lab three
hrs.
JOUR 153: MAGAZINE WRITING AND EDITING (3 units)
Overview of magazine field, focusing on reporting, writing, and editing.
Students learn how an idea progresses from manuscript through art meeting to
the printed or online page. Prepares students to produce San Jose State's
student magazine, Access, in JOUR 155.
Prerequisite: 61 or instructor
consent.
JOUR 155: MAGAZINE EDITING AND PRODUCTION (3 units)
Media Lab. Editing/producing print and online versions of the award winning
Access magazine. Staff edits articles, art and photography submitted by media
lab students and other SJSU freelancers.
Prerequisites: JOUR 61 and JOUR 153,
recommended. Non-majors with demonstrated writing, editing and/or Web design
skills, instructor consent. Repeatable for credit. Lecture two-hrs/activity two
hrs.
JOUR 163: AUDIO AND VIDEO STREAMING FOR THE WEB (3
units)
Media Lab. Instruction in producing ambient and actuality sound,
digital and analog, for online publications. Video streaming for the web.
Prerequisite: JOUR 61 or instructor consent. Lecture two-hrs/activity two
hrs.
JOUR 164: ELECTRONIC NEWS GATHERING FOR TELEVISION (3
units)
Media Lab. Principles and techniques of covering news for electronic
media. Instruction in all aspects of television newsgathering, presentation and
production, including writing, shooting, editing, producing and anchoring.
Includes both field and studio work.
Prerequisite: JOUR 61 or instructor
consent. Lecture two-hrs/activity two hrs.
JOUR 165: TELEVISION NEWS STAFF (1-3 units)
Media Lab.
Reporting, shooting and editing in digital and analog formats, producing and
anchoring for television. Working in the field and studio to produce a weekly
newscast/Webcast.
Prerequisite: JOUR 164 or instructor consent. Repeatable for
credit with instructor consent.
MCOM 63: NEW MEDIA (3 units; Cross-listed as APSC 63)
Hands on instruction in
multimedia and emerging new media technologies. Print and web page design,
blogging, podcasting, videocasting, RSS, and creation of multimedia
presentations by combining still photos, graphics, and video with music and/or
audio.
Prerequisite: None.
MCOM 64a SPECIAL TOPICS: TECHNOLOGY (1 unit)
A one-unit,
16 hour workshop or lab-style course focusing on a particular technology skill
for advertising, journalism, or public relations. For specific course offerings
contact the JMC office. Repeatable for credit.
Prerequisite: None.
MCOM 70: VISUAL COMMUNICATIONS (3 units)
Introduction to
design for television, newspapers, advertising, public relations, magazines,
film and video. Modules include designing and impact of visual imagery and how
to apply sound ethical principles.
Prerequisite: None.
MCOM 72: MASS COMMUNICATIONS AND SOCIETY (3 units)
Mass
communication and its relationship to society. Basic theories in mass
communication, contemporary issues, and milestones in our understanding of
media effects. Not repeatable for credit if equivalent course has been taken
elsewhere.
Prerequisite: None.
MCOM 100W: WRITING WORKSHOP: MASS COMMUNICATIONS (3
units)
Advanced writing across the media advertising, journalism and public
relations. Writing and research for an increasingly convergent media with
multiple media formats from the Web to print and broadcast, including writing
to accompany audio and visual images.
Prerequisites: Completion of core GE,
satisfaction Writing Skills Test and upper GE standing. Letter or C/NC grading.
This course is waived for students receiving a waiver score on the writing
skills test (WST).
MCOM 101: LAWS AND ETHICS OF THE MEDIA (3 units)
Principles and case studies of mass communications law and ethics.
Constitutional guarantees, libel, privacy, contempt, privilege, free speech,
FCC, FTC regulatory law, and copyright.
Prerequisite: Upper division
standing.
MCOM 103: HISTORY OF AMERICAN MEDIA (3 units)
Development of mass communications and the information society in the United
States. Social, economic, and political factors which shaped modern journalism
and the information society.
Prerequisite: Upper division standing.
MCOM 104: INTRODUCTION TO MASS COMMUNICATIONS RESEARCH (3
units)
Introduction to social science research in mass communications;
emphasis on public opinion research, including sampling, survey research
design, measurement; also precision journalism, content analysis, and external
data bases; may include class project.
Prerequisite: Upper division
standing.
MCOM 105: DIVERSE CULTURES, LIFESTYLES, AND GENDER IN MASS
COMMUNICATION (3 units)
Identifies and evaluates the impact of
ethnicity/culture, alternative lifestyles, and gender issues on advertising,
television, radio, newspapers, magazines, and public relations. Examines
attitudes, trends, and perceptions that help shape mass communication messages.
Prerequisite: Upper division standing.
MCOM 106: GLOBAL MASS COMMUNICATION (3 units)
Societal
factors behind gathering and disseminating information and entertainment
content among mass communication systems of the world. Basic theoretical
concepts about international communication and international relations. Impact
on economy, politics, culture, and governmental communication policies.
Prerequisite: Upper division standing.
MCOM 111: INTERNSHIP (3 units)
Fieldwork for
advertising, journalism and public relations majors near end of junior or
beginning of senior year, including intersession and summer session.
Prerequisites: At least nine units of major course work in the department,
including specified foundation courses, and advisor approval. CR/NC grading.
MCOM 136: WWII PRESS COVERAGE (3 units)
The study of
press coverage during World War II with specific emphasis on the Holocaust
Concentration Camps and Japanese Internment Camps.
Prerequisites: None.
MCOM 139: SPECIALIZED WRITING (3 units). Writing for mass
communication with focus on specific topic during the semester. Topics may
include specialized writing in advertising, journalism, or public relations.
Prerequisites: JOURN 61, upper division standing or instructor consent. Note:
Offered on occasion.
MCOM 180: INDIVIDUAL STUDIES (1-3 units). Advanced
independent work for majors only.
Prerequisite: Upper division standing. CR/NC
grading. Repeatable for credit. Advisory consent/approval required.
MCOM181a SPECIAL TOPICS: PROFESSIONAL DEVELOPMENT (1
unit) A one-unit, 16 hour workshop or lab-style course focusing on a particular
professional skill for advertising, journalism, or public relations.
For
specific course offerings contact the JMC office. Repeatable for credit.
MCOM199 ADVERTISING AND PUBLIC RELATIONS AGENCY (6 units)
Advertising and public relations are the two major forms of contemporary
integrated strategic communications and in this professional skills course
senior students will work in cross-functional teams to plan and execute
real-world integrated strategic communications assignments, as well as prepare
entries for national competitions.
Enrollment by permission only.
PR 99: CONTEMPORARY PUBLIC RELATIONS (3 units).
Principles, evolution, and professional practice of modern public relations.
Concepts of planning and executing effective communication strategies,
including message design and distribution, for any organization.
Prerequisites: None.
PR 190: MEDIA WRITING IN THE INFORMATION AGE (3 units).
Writing and preparation of public relations materials for distribution to
today's print, broadcast, and Internet media. Writing techniques for various
media to reach specific audiences.
Prerequisite: JOUR 61.
PR191: STRATEGIC WRITING FOR THE ORGANIZATION (3 units).
Writing and production of marketing communication material such as speeches,
direct mail, brochures, newsletters, and Web sites, all with an emphasis on
computer-aided design and graphics.
Prerequisite: JOUR 61.
PR 192: CASE STUDIES IN STRATEGIC COMMUNICATIONS (3
units). Case studies focusing on the problems and challenges faced by a variety
of organizations. Practical application of creative problem solving, theory,
and research about "real world" situations.
Prerequisite: PR 99.
PR 193: SPECIAL EVENT MANAGEMENT (3 units). The planning
and managing of events for the purpose of accomplishing organizational
objectives. Emphasis on creative thinking, logistics and practical application
of strategies and tactics. A major project is the execution of an actual event.
Prerequisite: PR 99 or instructor consent.
PR 194: FUND RAISING MANAGEMENT (3 units). Strategies and
tactics of managing fund development programs for non-profits and charitable
organizations. The planning and execution of annual giving programs, major
gifts, capital campaigns and fund-raising events.
Prerequisite: PR 99 or
instructor consent.
PR 199: CAMPAIGN PLANNING AND MANAGEMENT (3 units).
Creative problem solving in strategic planning and program management.
Conceive, develop, and present an integrated communications plan to a
"real-world" client.
Prerequisites: PR 99, PR 190 or PR 191, PR 192 and MCOM
111.
MCOM 210: MEDIA AND SOCIAL ISSUES (3 units). Selected
readings and group discussions of significant published works dealing with mass
communications: history, biography and appraisals; law and ethics of the print
and broadcast media, advertising and public relations; public opinion and
propaganda.
Prerequisites: None.
MCOM 240: MASS COMMUNICATIONS HISTORY (3 units).
Application of historical method in mass communications research; emphasis on
source and bibliographical materials. Research projects in media history and
development.
Prerequisites: None.
MCOM 250: INTERNATIONAL COMMUNICATIONS (3 units). Factors
affecting the international flow of news; sociocultural-economic influences on
national media systems and concepts of press freedom; comparative mass media
systems; the technology of international communications and its implications in
developing a world community.
Prerequisites: None.
MCOM 260: INTEGRATED STRATEGIC COMMUNICATIONS (3 units).
Investigates the theory and practice of integrated communications to include
promotion, advertising, public relations, and direct marketing and branding. It
explains how to integrate these methods and develop a comprehensive integrated
marketing communications plan.
Prerequisites: Intro course in advertising,
public relations or marketing, or instructor consent.
MCOM 270: COMMUNICATION LAW AND PUBLIC POLICY (3 units).
A case history approach to the law of communications, including libel, privacy
and regulation of broadcasting. Major development and landmark decisions, with
emphasis on contemporary ethical and social issues such as free press/fair
trial and new technology.
Prerequisites: None.
MCOM280: COMMUNICATION MANAGEMENT (3 units). Explores the
practice and theory of media management as it applies to: online media,
newspapers, magazines, radio stations, television stations, advertising
agencies, public relations firms, and corporate communications, and marketing
communications. It incorporates leadership, media economics and conflict
resolution.
Prerequisite: Instructor consent.
MCOM 285: NEW MEDIA TECHNOLOGIES (3 units). This course
provides an introduction to new media technologies for mass communication
students. The course examines these technologies and the ways they influence
and converge with traditional media, particularly in the specialty fields
represented by the students in the program. The social, political and
regulatory ramifications of the emerging technologies are also covered.
Prerequisites: None.
MCOM 290: THEORY OF MASS COMMUNICATIONS (3 units). Basic
theories of communications systems. Functional comparisons of various
communications systems in relation to political structure. Communications
theories in related disciplines of psychology, sociology, anthropology,
economics and political science.
Prerequisites: None.
MCOM 295: MASS COMMUNICATIONS RESEARCH (3 units).
Methodologies of research in mass communications: historical, descriptive and
empirical with emphasis upon statistical aspects of data processing and
interpretation. Prerequisite: Prior completion of a course in elementary
statistics.
Prerequisites: None.
MCOM 298: SPECIAL STUDIES IN MASS COMMUNICATIONS (1-6
units). Independent studies in specific areas of mass communications.
Repeatable for credit (not in same semester). Note: 3 units for Plan B
projects.
Prerequisites: None. Grading: C/NC.
MCOM 299: MASTER'S THESIS (3-6 units). Supervised thesis
in the field of mass communications. Prerequisite: Admission to candidacy for
the master's degree and approval of thesis proposal. Repeatable for credit (not
in same semester).
Prerequisites: None. Grading: C/NC.
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