BACKGROUND
1.1 University Vision, Mission and Philosophy
1.1.1 Vision
The Vision of Maasai Mara University (MMARAU) is “To be a world class university committed to academic excellence for development”.
1.1.2 Mission
The Mission of Maasai Mara University is “To provide quality University education through innovative teaching, research and consultancy services for development”.
1.1.3 Philosophy
The Philosophy of MMARAU is “To promote holistic education for both students and staff through teaching, research, innovation and extension, in order to promote social, economic and political development of Kenya and beyond and to realize sustainable conservation of the environment through natural resource management and tourism’’
1.2 Introduction
The Bachelor of Communication and Public Relations has been developed in line with the Mission, Vision and Strategic Objectives of Maasai Mara University. The programme strives to adhere to the Commission for Higher Education (CUE) and UNESCO’s model curricula for Communication training.
The degree programme is designed to train students to work in marketing communication, organizational communication, health and development communication and other communication specializations in public, private, NGO and International organizations.Bachelor of Communication and public relations is about the management of communication with both internal and external stakeholders for the benefit of organizations and the larger society.
This programme responds, therefore, to the national need for human resource capacity development in the area of strategic communication.
1.3 Philosophy of the Programme
The philosophy of the Bachelor of Communication and Public Relations is to provide students with holistic education so as to meet the needs of the industry and ensure that a professionals in the public relations industry, they have an impact on the social, economic and political spheres not only in Kenya but in other parts of the globe as well
1.4: Rationale of the Programme
The BA in Communication and Public Relaitions Programme is a four-year programme designed to prepare graduates with sound theory and professional skills for service in religious, media, corporate and development establishments and the society at large. Our graduates are expected to serve in media houses, corporate establishments, NGOs, academic and religious institutions.
1.5 Objectives of the Programme
The main objectives of the programmes are:
- To train students to become competent in the design, development and implementation of communication strategies in various public and private institutions, programs and contexts.
- To provide the necessary theoretical knowledge and practical skills in strategic communication.
- To develop the students’ critical abilities, enabling them to appreciate the cultural diversity and historical perspectives of organizations and the environments within which they function.
- To train students for the industrial sector in the field of strategic communication.
- To identify positive and responsive vocational attitude as well as initiative and creative thinking oriented to the field of work.
1.6 Expected Learning Outcomes
At the end of this programme, students will be able to:
- Discuss and apply the various theories of persuasion and strategic communication in their work.
- Conceptualize, design, implement and evaluate communication strategies and activities.
- Apply tools and technologies appropriate to strategic communication in a converged environment.
- Identify the social, cultural and economic role of strategic communication in society.
- Demonstrate and practice strategic communication in conformity with applicable legal and ethical principles.
- Explain the importance of local and global social diversity in the practice of strategic communication.
- Demonstrate sensitivity to local and national values in their practice of strategic communication.
- Apply strategic communication in support of national development with the aim of promoting equity and social justice.
1.7 Mode of Delivery of the Programme
The programme will use various methods of delivery which include but are not limited to lectures, group, individual presentations and practicals.
2.0 ACADEMIC REGULATIONS:
2.1 Admission Requirements
A candidate must satisfy the minimum university and School of Arts and Social Sciences (SASS) requirements for admission as follows:
- Be a holder of KCSE (or equivalent examination) certificate with a minimum aggregate of C+ and a minimum of C in English ANDKiswahili and a minimum pass in Mathematics.
OR
- Be a holder of K.A.C.E certificate with a minimum of two principal passes and a subsidiary pass.
OR
- Be a holder of a Diploma with a Credit Pass in a relevant discipline from an institution recognized by the University Senate.
OR
- Be a holder of any other qualification accepted by the University Senate as equivalent to any of the above.
Holders of at least a two-year diploma in Media and Communication or equivalent, with CREDIT PASS or above from a recognized institution, will join Bachelor of Communication and Public Relations in year two semester one. On recommendation of the school and on approval of senate students may be exempted up to a maximum of one-third of the courses offered in the programme. However, exemptions will be considered on their own merit.
An applicant seeking exemption from one or more course units shall address his/her application to the Academic Registrar through the Head of Department who will then forward to the Dean, School of Arts and Social Sciences. The student should attach official documentation from an institution recognized by the Maasai Mara University Senate.
2.2 Duration of the Programme
The Degree programme in Bachelor of Communication and Public Relations shall be offered in eight (8) academic semesters (full-time basis) structured in four academic years.
2.3 Course Requirements
A student will be deemed to have passed an academic semester after successful completion of all the units in the academic semester. There shall be one mandatory attachment at the end of the Third year of study taking at least eight weeks.
The requirements of thecourses include lecture attendance, seminar participation, direct study, group work and project work.
In addition lecturers are obligated to offer quality academic support to learners including timely feedback. The Department and the School are also obligated to conduct an induction every academic year as well as provide departmental and school facilities to learners. The University will offer both academic support such as library services as well as welfare support.
2.4 Student Assessment Criteria
The pass mark shall be 40%. The form of examination for each paper is decided by the Course
Lecturer and approved by moderators.
Courses shall be examined at the end of each semester. A written examination shall normally constitute 70% of the total marks in each course. Continuous Assessment Tests (CATs) based on assignments, seminars and essays will constitute 30% of the total marks.
A candidate who fails at least 5 courses in a given semester shall be required to re-sit all courses in that semester when next offered.
A candidate who, for verifiable and just reasons fails to sit for an examination shall be allowed to re-sit for that examination when next offered. Medical cases must be supported by authentic documentary proof.
2.4.1Grading System
The final award of the BA inPolitical Science and Public Administration will be based on overall marks obtained in examinations, CATs. These overall marks shall be graded as follows:
A 70% and above
B 60-69 %
C 50-59 %
D 40-49%
F Below 40 %
2.4.2 Examination Regulations
Internal and external examination regulations for the programme shall be as specified in the University Examination Regulations.
2.4.3 Moderation of Examinations
In order to monitor the reliability and validity of assessment procedures and academic standards, both internal and external examiners shall be involved in the moderation of examinations as specified in the University Examination Regulations.
2.4.4 Graduation Requirements
- To qualify for the award of the degree, a candidate must take and pass all the units offered (except where exempted) including attachment.
- Final classification of the Degree shall be based on the average mark for all the required units, except the attachment, which is graded as PASSor FAIL.
- The degree shall be classified as follows:
Overall Average Marks Degree Classification
70 % and above First Class Honours
60% and below 70% Second Class Honours (Upper Division)
50% and below 60% Second Class Honours (Lower Division)
40 % and below 50 % Pass
2.5Course Evaluation
Review of this curriculum will be done after 4 years. Course evaluation shall include the course content, instructional process, infrastructure and equipment for the delivery, instructional and reference materials and assessments.
2.6Management and Administration
The Bachelor inCommunication and Public Relations is housed in the Department of Film, Media and Communication in the School of Arts and Social Sciences. Leadership is offered by the Dean of the School.
The Departmental Curriculum Board is the major vehicle for the quality assurance for the programme. It works hand in hand with the Directorate of Quality Assurance and Performance Contracting (DQAPC). DQAPC in turn reports to Senate through the academic division head. The directorate focuseson quality assurance, enhancement and internal audit of quality and arrangements necessary to ensure compliance with national, regional and international frameworks and codes of practice relating to academic standards, quality assurance and enhancement of degree programmes in the university.
3.0 PROGRAMME STRUCTURE
3.1Courses/ Units Offered for the Programme
- Each student will be required to study a minimum of seven (7) units and a maximum of nine (9) units. They will be expected to take the following units;
First year - 18 units
Second year -17 units
Third year - 20 units
Fourth year - 14 units
Total - 69 units
The CPR Department offers 64 units out of which students will be required to take at least 50% of them within the department while the rest are from other servicing departments.
- Bachelor in Communication and Public Relations shall be offered in terms of units consisting of a minimum of 45 contact hours in a semester. For this purpose, a one- hour lecture is equivalent to a two- hour tutorial or a three- hour practical period or an equivalent amount of other assigned study or practical experience or a combination of the same as may be approved by the University Senate.
- The degree programme in Bachelor Communication and Public Relations shall be comprised of: Communication and Public Relations units, School common units
- University Common Units
- Communication and Public Relations core units and university common units are mandatory.
3.1.2 Course Distribution
The Courses offered are listed below:
FIRST YEAR COURSES
Semester 1 |
Semester 2 |
||
Unit Code |
Unit Title |
Unit Code |
Unit Title |
CMJ1102 |
Introduction to Communication |
MAT 1200 |
Quantitative Skills II |
CPR 1102 |
The contexts of human communication |
SAS 1202 |
Deviation and Rehabilitation |
SAS 1101 |
Art of Writing |
CPR 1202 |
Introduction to Advertising |
CPR 1104 |
Public Speaking |
CMJ 1203 |
News Writing and Reporting |
CPR 1101 |
Communication skills I |
CMJ 1204 |
Introduction to Broadcast Media |
CMJ 1106 |
English for Communication |
CPR 1208 |
Psychology of communication |
MAT1100 |
Quantitative Skills I |
CPR 1206 |
Communication skills II |
ZOO 1101 |
HIV and AIDS |
||
COM 1100 |
Computer Applications & Computing |
CMJ 1205 |
Kiswahili for communication (NB: elective for non-Swahili speakers) |
Total credit 27 Total credit hours 24
SECOND YEAR COURSES
Semester 1 |
Semester 2 |
||
Unit Code |
Unit Title |
Unit Code |
Unit Title |
CPR 2101 |
Introduction to Public Relations |
CPR 2201 |
Marketing for Communication |
LIT 2102 |
Introduction to Literature |
CPR 2202 |
Interpersonal and intergroup communication |
CMJ 2103 |
Introduction to broadcast production |
CPR 2203 |
Communication and persuasion |
CMJ 2104 |
Introduction to photography |
CMJ 2201 |
Gender and Communication |
REL 2100 |
Philosophy and Critical thinking |
SAS 2204 |
Ethnicity, Peace Relations and Nation Building in Kenya |
BLL 2105 |
Translation theory and practice |
CPR 2204 |
Leadership and communication |
CMJ 2106 |
Media law and Ethics |
CMJ 2203 |
Editing for Print Media |
IRD 200 |
State, society and development |
CMJ 2204 |
Theories of Mass Communication |
CPR 2208 |
Organizational behavior |
Total credit hours 27 Total credit hours 27
THIRD YEAR COURSES
Semester 1 |
Semester 2 |
||
Unit Code |
Unit Title |
Unit Code |
Unit Title |
CMJ 3105 |
Online and Multimedia Communication |
CPR 3201 |
Corporate Advertising: Design & Production |
CPR 3102 |
Public Communication Campaigns |
CPR 3202 |
Organizational Communication |
CPR 3103 |
Project Management |
CPR 3203 |
Ethics in Public Relations |
|
|
CPR 3204 |
Corporate Communication |
CPR 3105 |
Copy Writing |
CPR 3205 |
International Communication |
SAS 3105: |
Contemporary Gender Issues |
SASS 3206 |
Communication and Culture |
CMJ 3103 |
Communication Research Skills I |
CMJ 3204 |
Communication Research skills II |
CPR 3107 |
Behavior Change and Communication |
BBM 3200 |
Entrepreneurship Skills |
|
Elective |
|
Elective |
CPR 3108 OR CPR 3109 |
Media Audiences and Effects
Creative Writing |
CPR 3207 OR CPR 3208 |
Web Design for Multimedia
Community Media and Citizen Journalism |
Total credit hours 24 Total credit hours 27
CPR 3209 |
Industrial Attachment |
At Least 12 Weeks |
FOURTH YEAR COURSES
Semester 1 |
Semester 2 |
||
Unit Code |
Unit Title |
Unit Code |
Unit Title |
CPR 4101 |
Crisis Communication |
CPR 4201 |
Organizational Behavior II |
CPR 4102 |
Strategic Management |
CPR 4202 |
Public Relations Strategies and Techniques |
CPR 4103 |
Writing for Public Relations and Mass Media |
CPR 4203 |
Management of Events |
CPR 4104 |
Proposal Writing and Fundraising |
CPR 4204 |
Corporate Communication Campaigns and Evaluation |
CPR 4105 |
Public Opinion and Propaganda |
CPR 4205 |
Research Project |
CPR 4106 |
Conflict Management and Negotiation Skills |
CPR 4206 |
Development Communication |
CMJ 4104 |
Broadcast Commercials Production |
CMJ 4202 |
Broadcast Feature and Documentary Production |
Total credit hours 21 Total credit hours 24
Overall Number of Lecture Hours: 201