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 

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Contact us

Maasai Mara University

P.O. Box 861 - 20500, Narok, Kenya 

Email: info@mmarau.ac.ke

Tel: +254 020 5131400

Admission Enquiries: reg.aa@mmarau.ac.ke