BA in Communication Arts and Creative Media - (4 yr)

The BA in Communication Arts and Creative Media programme is a single-subject undergraduate degree programme designed to provide students with adequate knowledge and appreciation of communication theories and applications as well as hands-on content creation experience to be able to analyse, strategize, and produce quality communications. Students will acquire a broad understanding of mass communication, including historical overview, mediums, ethical concerns, cultural concerns, and analysis critical to the profession. The programme will encourage students' thoughtful engagement with important issues and questions raised within traditional, digital, and social media realms. The previous mass communication curriculum has been revised and updated in November 2022 with the most recent developments in the field of communication and media and is being implemented from the Fall of 2023 as a 4 years undergraduate programme of study.

The modules are built on the core competency language modules which address key language skills in an academic setting that can be transferred to the professional setting. Internship and Project modules are undertaken to broaden the scope of application and transferable skills which will build confidence and build on personal and interpersonal skills that will be necessary for any communications graduate. In addition, several general education modules in the form of electives are included to enhance the competency required in the 21st century graduates. Students will learn how to communicate with audiences effectively by planning, creating, and delivering content in a variety of mediums.

Programme Handbook- see complete programme details here

Programme Structure

Programme structure and Modules are being finalized and are subject to change.

Yr	Sem	Modules
1	I	CTH101 Theories of Mass Communication	CMS101 Introduction to Visual Communication	ACM101 Media and Information Literacy	JRN101 Elements of Style in Media	EAP101 Intermediate English for Academic Purposes
1	II	JRN102 Writing for Media	CTH102 Principles of Communication Science	CSM102 Storytelling Through Photography	EAP102 Upper Intermediate English for Academic purposes	IPS101 IT and Basic Solving skills
2	I	CMS203 Digital Graphics Lab	CMS204 Script Writing	CMS205 Introduction to Communication and Technology	ETH204 Ethical Issues in Mass Communication	GSE101 Analytical Skills
2	II	CMS206 Layout and Design	CMS207 Introduction to Video Production	ACM202 Public Relations and Corporate Communication	PRD201 Effective Communication and Speech Writing	DZG101 རྫོང་ཁ་བརྡ་དོན་སྤྲོད་ལེན།
3	I	CMS308 Web Platform Design	JRN303 Introduction to Broadcast Journalism	ACM303 Introduction to Digital Advertising and Marketing	QRE101 Quantitative Reasoning	CMR301 Communications Research
3	II	JRN304 Mobile Journalism and Digital Story Telling	CMS309 Introduction to Motion Graphics	CMS310 Documentary Film Production	CTH303 Strategic Communication	[Bhutan Studies Gen. Ed. Elective]
4	I	ACM404 Social Media	IPP401 Creative Communication Project	CMS411 Web Series Production	CTH404 Introduction to Cultural and Critical Communication	[Open Gen. Ed. Elective]
4	II	IPP402 Internship	ACM405 Communication for Development	[Business / Financial Literacy Gen. Ed. Elective]	[Open Gen. Ed. Elective]

Learning Outcomes

Graduates of this programme are expected to acquire not only grounding within the field of communications knowledge (subject-specific skills) but will also gain competency in the following skill areas: critical thinking skills, application skills and transferable skills. Specific learning outcomes based on these four different skill sets are the foundation of this programme, along with appropriately aligned teaching, learning, and assessment tools.

Subject Specific Skills (Knowledge & Understanding, KU)

Explain the key principles, theories and concepts within the field of communications.
Define the scope and history of the field of communications.
Explain communication strategies appropriate for various audiences and purposes.
Analyse global issues from different perspectives and apply them in the field of journalism and Communication Arts.
Compare the fundamental relations between societies, culture and Communication.

Critical Thinking Skills (CS)

Distinguish the difference in mass media messages for factual content and biases as a media-literate citizen.
Critically read and evaluate varied types of media.
Evaluate and synthesize information from a range of relevant sources.
Analyse contemporary issues in Bhutan and globally in relation to key communications theories and concepts.
Critically engage with the ethical issues around Bhutan and around the world within both academic and real-world settings.
Appraise the influences of cultural context and social discourse for individual and group experiences.
Evaluate the relevance and value of mass media in contemporary Bhutan.
Identify cultural subgroups and analyse their communication styles.
Gain fresh perspectives by exploring disciplinary knowledge and practices beyond Communication Arts and Creative media.

Application Skills (AS)

Produce practical visuals with an emphasis on content, contrast and design.
Design layout for media that is visually stunning, aesthetically pleasing, and easy to consume for large audiences in print and digital formats.
Produce quality audio and video communications.
Apply good practices in journalism to write compelling articles.
Express ideas in a variety of mediums for mass consumption.
Design, conduct and present a novel, self-directed, independent communications project.
Write messages for public speaking delivery with concerns to varied audiences ranging from community meetings or public forums to academic, professional, government or international settings.
Strategize effective communication plans applying relevant conceptual frameworks for different contexts.

Transferable Skills (TS)

Become reflective, independent, and life-long learners.
Function collaboratively and effectively within a team and in professional settings.
Demonstrate effective time-management and personal goal setting.
Construct and employ evidence-based and logical arguments in 'real-world' settings.
Express themselves creatively and effectively in both written and spoken English or Dzongkha for interpersonal, group, public, academic or corporate settings.
Create objectives for and design a project, and work towards the completion of those objectives in a timely and organized manner.
Undertake self-evaluation and preparation for employment.
Develop empathy and appreciation for the beliefs and experiences of other people.
Discuss current events and topics sensitively and in depth from a variety of perspectives.
Research sources independently using both print and electronic materials.

Career-related Opportunities

A degree in Communication Arts and Creative media opens the door to a number of career paths including: academic and research; corporate and business, government and non-profit and community-based organisations. Communication Arts and Creative media graduates would be prepared to research, advocate or produce information for mainstream and social media. Possible writing careers include the production of written features for fields related to social sciences and the humanities. Other careers would be available in advertising, editing, print or broadcast journalism, radio and television.

Considering the substantial use of technology and social media both for personal and business purposes, students have greater opportunities in digital media eco-system as social media managers and content creators. They can create and organise virtual tours facilitated by technology. The emergence of new OTT platforms has further increased the opportunities for students to explore independent filmmaking both in fiction and non-fiction. Moreover, the programme will also provide a sound foundation for those students wishing to pursue further studies in communications, media production, public relations, education, business, film-making, news anchoring, or journalism.