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:

1. To train students to become competent in the design, development and implementation of communication strategies in various public and private institutions, programs and contexts.
2. To provide the necessary theoretical knowledge and practical skills in strategic communication.
3. 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.
4. To train students for the industrial sector in the field of strategic communication.
5. 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:

1. Discuss and apply the various theories of persuasion and strategic communication in their work.
2. Conceptualize, design, implement and evaluate communication strategies and activities.
3. Apply tools and technologies appropriate to strategic communication in a converged environment.
4. Identify the social, cultural and economic role of strategic communication in society.
5. Demonstrate and practice strategic communication in conformity with applicable legal and ethical principles.
6. Explain the importance of local and global social diversity in the practice of strategic communication.
7. Demonstrate sensitivity to local and national values in their practice of strategic communication.
8. 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:

1. 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

1. Be a holder of K.A.C.E certificate with a minimum of two principal passes and a subsidiary pass.

OR

1. Be a holder of a Diploma with a Credit Pass in a relevant discipline from an institution recognized by the University Senate.

OR

1. 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

1. To qualify for the award of the degree, a candidate must take and pass all the units offered (except where exempted) including attachment.
2. 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.
3. 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

1. 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.

1. 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.
2. The degree programme in Bachelor Communication and Public Relations shall be comprised of: Communication and Public Relations units, School common units

• University Common Units

1. 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