Mass
Communications
Undergraduate Student Handbook
for
students entering
2013-2014
SCHOOL OF MASS COMMUNICATIONS
901 West Main Street
T. Edward Temple Building, Room 2216
P.O. Box 842034
Richmond, VA 23284-2034
(804) 828-2660
www.has.vcu.edu/mac
UNDERGRADUATE STUDENT HANDBOOK
2013-2014
TABLE OF CONTENTS
Introduction ........................................................................................................................................... 2
Program Overview................................................................................................................................ 2
The Foundation ..................................................................................................................................... 2
Applying to the Sequence ..................................................................................................................... 3
Rules, Policies, and Procedures ............................................................................................................ 4
Advising ................................................................................................................................................ 5
Advising Referrals ................................................................................................................................ 6
Graduation Requirements Overview .................................................................................................... 7
Math and Statistic Requirements .......................................................................................................... 7
Foreign Language Requirements.......................................................................................................... 7
What should I do with my Electives? ................................................................................................... 8
Electives to Consider ……………………………………………………………………………..8
Study Abroad ........................................................................................................................................ 9
Override Policy ................................................................................................................................... 10
Transfer Information........................................................................................................................... 10
Degree Requirements
General Education .................................................................................................................. 12
Additional Degree Requirements........................................................................................... 14
Advertising Sequence............................................................................................................. 15
Suggested Schedule of Courses – Creative Advertising ........................................... 16
-Strategic Advertising ……………………… 17
Journalism Sequence.................................................................................................. 18
Suggested Schedule of Courses – Print Online Journalism ...................................... 19
- Broadcast Journalism........................................... 20
Public Relations Sequence ..................................................................................................... 21
Suggested Schedule of Courses - Public Relations ................................................... 22
Helpful Hints………… ...................................................................................................................... 23
Technical Standards ............................................................................................................................ 24
Mass Communications Course Descriptions ..................................................................................... 27
1
INTRODUCTION
Welcome to the School of Mass Communications at Virginia Commonwealth University. This handbook is
designed to explain and clarify the procedures and practices of the VCU School of Mass Communications program,
including advising, registration, policies and graduation requirements.
The VCU Bulletin is the official source for the University’s academic regulations and degree requirements.
Students are responsible for knowing and fulfilling all general and specific degree requirements as described in
the 2013-2014 bulletin. It is the responsibility of all undergraduate students to be familiar with academic
regulations in the School of Mass Communications. Using the Bulletin and this handbook, students should be able
to understand and master these requirements to efficiently complete their degree.
PROGRAM OVERVIEW
The MASC program is divided into two parts: foundation and sequence. All freshmen, transfer and new majors will
enter the School of Mass Communications as a foundation student. It will take students a minimum of three
semesters to complete the foundation requirements.
THE FOUNDATION
When students declare Mass Communications as their major, they are automatically placed into the foundation,
even if they are changing from another major at VCU or transferring from another 2 or 4-year school. Transfer
students should see the section in the Mass Communications student handbook titled “Information about Transfer
Credits.” The foundation requirements can be completed as early as sophomore year for students who began Mass
Communications as a freshman. Typically, students petition to a sequence their third semester or once they have
completed the courses in Part A of the graduation worksheet.
Students can choose from the following sequences: Creative Advertising, Strategic Advertising, Broadcast
Journalism, Print Online Journalism or Public Relations. While in the foundation, students will complete many of
their general education requirements and two to three MASC courses depending on the Sequence. Students must
maintain a cumulative GPA of 2.50 to petition to a sequence. The following MASC courses must be taken in
the foundation according to Sequence:
1) MASC 101 Mass Communications, a three-credit, freshman-level course that provides a broad survey
of mass media, with emphasis on new media, global media and the business of media. The history and
evolution of mass media are also examined.
2) MASC 201 Curiousness (required for Advertising), a three-credit, freshman-level course that engages
students in practical applications, readings, lectures, demonstrations and in class exercises that build
curiosity and help students identify and trust their natural curious nature. Provides advertising and nonadvertising majors with rigorous and proactive challenges to stimulate further interest in creating for media.
3) MASC 203 Journalism Writing (for Journalism and Public Relation students only), a three-credit,
sophomore-level course that begins instruction into the gathering, writing and reporting of the news.
Prerequisites for MASC 203 include MASC 101, UNIV 111, UNIV 112 with a grade of at least a C, and
cumulative GPA of at least 2.5.
2
4) MASC 204 Story (for Advertising students only), a three-credit, sophomore-level course that focuses on
writing for advertising and consumer communications (the best advertising stories to which consumers can
relate). Prerequisites for MASC 204 include MASC 101, UNIV 111, UNIV 112 with a grade of C or
better, and cumulative GPA of at least 2.5.
APPLYING TO THE SEQUENCE
The School of Mass Communications major is divided into three sequences of specialized study:
1) Advertising - including the creative and strategic concentrations
2) Journalism - including the broadcast and print concentrations
3) Public Relations
Each sequence is designed to provide specific classes in its area of study.
Students must petition to a sequence during the semester in which they will complete foundation requirements. To
be admitted in to a MASC sequence, you must:
1) Achieve a GPA of at least 2.5 for all course work at VCU plus a minimum MASC GPA of 2.0;
2) Complete MASC 101 and MASC 203 or 204 with grades of at least a C. Advertising students must
complete MASC 201 with a grade of at least a C or better in addition;
3) Successfully complete the following general education requirements:
UNIV 111 & 112 (“C” or better
in UNIV 112)
Science & Technology
Math & Statistics (STAT 208)
STAT 208
ECON 203 or BOTH ECON
210 & 211
Human, Social & Political
Behavior
* (Journalism & PR only:
must complete POLI 103 for
this general education
requirement)
Diverse and Global
Communities
4) Apply (petition) to a
sequence by the posted
deadlines using the link
located on the Mass Comm
website
and
Facebook
Advising page. Applications
received after these deadlines
will not be processed until the
semester has ended. Students
will therefore miss the
opportunity to participate in
advance registration for the
next semester as a MASC
major. Applications are
processed once during the
fall, spring and summer
semesters.
After students are accepted into a sequence, they will complete the remainder of their general education
requirements, MASC required courses in the sequence, and electives. MASC majors must maintain a cumulative
and major GPA of 2.50 each semester to graduate. MASC majors must make grades of at least C in all courses
that are prerequisites for other MASC courses, as well as their senior capstone courses.
3
RULES, POLICIES, & PROCEDURES
The rules and procedures of the MASC program have been carefully created to make sure the School operates
efficiently, to make a student’s education as beneficial as possible and to assure fair and equal treatment of all
students. All requests for exceptions must be processed through either the School’s Academic Appeals
Committee or by the School’s director. Note that exceptions are rare and are granted only in special
circumstances.
There are numerous policies and procedures within the School of Mass Communications that students need to be
familiar with. The Mass Communications curriculum is very structured and sequential; many courses build on one
another. It is the student’s responsibility to check prerequisites of classes before enrolling. Also, there are many
deadlines such as enrollment requests for MASC 203/204, submission of petition to the sequence, and internship
reports, graduation applications, etc. The School’s deadlines are posted in the office, on the School’s website and
Facebook Advising page. The following is a quick overview of School policies:
Enrollment Request for MASC 203/204
In order to register for either MASC 203 (for Journalism & Public Relation students) or MASC 204 (Advertising
only), students must meet all prerequisites.
Petition to the Sequence
Students must complete petition form/contract with an advisor by the posted deadline to be admitted to a sequence.
In this petition meeting, students will review graduation requirements and create an academic plan through to
graduation. The School’s Coordinator of Student Services will process the petition requests and notify students
with a thorough email of School requirements, policies, overrides and expectations in an email once they have been
successfully admitted to a Sequence.
Required Cumulative GPA
To be allowed entry into either MASC 203 or 204 and a Sequence, students must earn a cumulative GPA of exactly
2.50 or higher. In order to graduate, students obtain a cumulative and major GPA of 2.50 or higher. The School
does not grant exceptions to this requirement for enrollment into MASC 203/204, to petition, or to graduate.
72 non-MASC hours and 65 liberal art courses
As part of the School’s accreditation, students must graduate with 72 non-MASC credits. Out of those 72 credits,
65 must be liberal art courses. The following is a quick overview to determine what is or is not a liberal arts course;
it is recommended they seek advising for clarification or questions about a course’s status.
Liberal Art Courses
Anything offered in the College of Humanities and Sciences
4
Non-Liberal Art Courses
Any course taken in the School of
Business, Engineering, or Arts.
ADVISING
The University College provides advising to all Mass Communications freshmen in the foundation; the UC is
located in Hibbs Hall, first floor. Sophomores and transfer students will meet with either a MASC Graduate
Assistant or Peer Advisors. It is recommended that students meet with an advisor at least once per semester until
graduation. Advising is conducted on a walk-in basis only. Check the Mass Comm website and Facebook page for
posted hours. The School’s Career Advisor/Internship Coordinator assists students to prepare for internship and job
searches. In addition, MASC faculty are available as mentors to discuss various career opportunities and job
placement possibilities. Your advisor is there for assistance only; ultimately, you are responsible for keeping
track of and meeting all the requirements of the School and the University, as well as staying informed about
procedural changes.
Advisor Responsibilities:
 Assist students in assessing interests and abilities
 Understand and effectively communicate the curriculum, graduation requirements, and university (and
School’s) policies and procedures
 Encourage and guide students as they define and develop realistic goals
 Advise on the selection of of appropriate courses and other educational experiences
 Provide student with information about, and strategies for, utilizing the available resources and services on
campus
 Monitor and accurately document student progress
 Be accessible for meeting with students via telephone, e-mail, or web access, and during office hours for
advising
 Assist students in developing decision making skills, as well as aid students in developing an educational
plan
 Maintain confidentiality
 Assist students in working closely with professors and faculty
Student Responsibilities
 Schedule regular appointments or make regular contact with their advisor each semester
 Come prepared to each appointment with questions and/or material for discussion
 Be an active listener by participating fully in the advising experience
 Ask questions if something is not understood or if there is a concern
 Complete all assignments or recommendations from your advisor
 Gather all relevant decision-making material
 Clarify personal values and goals and provide advisor with accurate information regarding interests and
abilities
 Become knowledgeable about University and School policies and procedures
 Accept responsibility for decisions
ADVISORS
Graduate and peer advisors are on hand during the fall, spring and summer semesters to assist students with advising needs.
Peer advisors are MASC students who can answer general advising questions. The peer advisors are usually seniors all of
whom have at least a 2.75 overall GPA and at least a 3.0 Mass Communications GPA. Their office is located in Temple
2208. In addition, there are Graduate Assistants who are students pursuing their Master’s or Doctorate degrees at VCU in a
MASC related field. Office hours and locations are posted on-line and other various places in Temple. Students may also
email the peer advisors at vcumasscommadvising@gmail.com.
5
ADVISING REFERALS
For questions on…
Academic Appeals (ARAC)
Go to….
Location
Phone/Email
hsarac@vcu.edu
Academic Suspension or Probation Your Advisor or Records
Harris Hall 1st floor
Billing (questions about owing $)
Student Accounting
Harris Hall 1st floor
Career & Jop Opportunties
Career Center
Student Commons 143
828-1645
CLEP
Learning Center
Hibbs 1st floor
827-8108
Closed Classes (overrides)
Professor and/or
Varies
department that offers course
Co-op programs
Career Center
Student Commons, 143
828-1645
Difficulty in classes
Learning Center
Hibbs 1st floor
827-8108
Disabilities
Disabilities Support Services Student Commons 102
Escort Service (walk to car/dorm at night)
828-2253
828-9255
Financial Aid
Financial Aid Office
Harris Hall 1st floor
828-6669
Health Concerns
Student Health Services
Sports Medicine Bldg.
828-8828
Honors Courses
Honor’s College
701 W. Grace St.
828-1803
Internships
Career Center or
Student Commons 143
828-1645
Parking (tickets or permits)
Parking & Transportation 1111 W. Broad St.
828-8726
Personal problems or issues
Counseling Services
Student Commons 238
828-6200
Placement Testing (foreign lang.)
World Studies
Media Center
Hibbs 426
827-8108
Tutoring or
Supplemental Instructions
Campus Learning Center
Hibbs 1st floor
827-8108
Transcript
(to obtain an official copy)
Student Services Center
Harris Hall 1st floor
828-1349
Transfer Credit
Transfer Center
Hibbs 223
827-1349
VCU Portal or email
Techonology Services
Cabell Library B-9
828-2227
Writing Assignments/Papers
Writing Center
Hibbs 1st floor
827-8108
6
GRADUATION REQUIREMENTS OVERVIEW
To graduate from VCU, students must complete a minimum of 120 credits in three areas: general education
requirements, MASC requirements and electives.

The general education requirements total approximately half of the required 120 credits, covering work
in English, mathematics, science, foreign language and other liberal arts.

The MASC requirements total at least 34, providing training in a chosen sequence. Students must also
graduate with 72 non-MASC hours and 65 liberal art courses all within the 120 total credits needed for
graduation.

Electives are courses in which students choose from a variety of subject areas to help meet career goals,
pursue a specialized interest or complete a minor. Mass Communications majors are encouraged to
choose a minor that will complement their chosen sequence (see page 8, “What Should I Do With My
Electives?”).

At least 45 of all credits must be 300- or 400- level courses (upper-level).
MATH and STATISTICS REQUIREMENTS
Students must take the MATH placement test to determine skill level unless a student transfers credit for an
equivalent MATH course from another school. The test is offered by the Testing Coordinator in the University
College. Once your skill level is determined you will be able to register for certain classes: MATH 131 (or higher)
and STAT 208. You must complete STAT 208 for your Mass Communications degree.
MATH 131 –Introduction to Contemporary Mathematics. If students “placed out” of Math 131, then they are
eligible to enroll in STAT 208. Students are not required to take MATH 131, however, if you place into MATH
131, it must be taken before enrolling in STAT 208.
STAT 208 – If students place into STAT 208 (or MATH 200), then they have “placed out” of MATH 131. This
means that students will not have to take MATH 131. Students will not receive credit for MATH 131.
FOREIGN LANGUAGE REQUIREMENT
Students are required to complete a foreign language through to the 102 level for a Mass Communications degree.
Placement is determined by previous coursework and/or proficiency in a foreign language.

Students who have completed three years or more of study of one foreign language at the high school level
have fulfilled the foreign language requirement through the 102 level. To have high school courses
evaluated for application of this policy, visit http://www.advising.vcu.edu/resources/tools.html for the
Foreign Language Placement Form. Complete the form and return it to 211 Hibbs.

Students who have not completed at least three years of foreign language in high school are encouraged to
take the foreign language placement test. For more information on the foreign language placement test,
visit www.has.vcu.edu/wld/placement.
7

Native and heritage speakers of languages other than French, German, Spanish, and Russian may be
eligible to have the foreign language requirement waived. See www.has.vcu.edu/wld/placement for details.
WHAT SHOULD I DO WITH MY ELECTIVES?
Mass Communications credits plus the required general education credits do not add to 120 credits. So what
should students do with the remaining credits? That’s entirely up to each student. But consider the following
options:

Take all the writing courses possible. Clear, grammatical, concise and graceful writing will always help
one’s career, no matter what sequence or interest. Courses such as ENGL 304 Advanced Composition;
and ENGL/MGMT 327 Business and Technical Report Writing are among many that can help polish
these skills.

Obtain a minor. A minor is a concentration of courses – usually 18 credits – allowing students to
develop a specialty to complement a major or develop another interest. Mass Communications majors
can benefit by obtaining minors in areas such as English, writing, history, political science, international
studies, art history, economics, psychology, women’s studies, African-American studies, American
studies or a foreign language. Many of the courses required for a Mass Communications degree can be
counted as part of a minor. For example, the history classes required for the MASC degree (JR) can also
count toward a minor in history.

Study a foreign language. A working knowledge of a foreign language will not only make any trips
abroad easier and more interesting, it literally will open up a new world of career opportunities. VCU
offers courses in Chinese, Italian, Latin, Portuguese and Russian; minors are offered in French, German
and Spanish. Study-abroad opportunities are also available.

It is possible to obtain a double major? Although choosing to double major may extend one’s time in
school, it is possible to pursue another discipline or seek another concentration within Mass
Communications. See an advisor and read the VCU Undergraduate Bulletin for complete details.

When selecting electives, it is useful to consider that they will complement a student’s degree. The
following classes relate directly to some of the careers in mass communications; however, there are
dozens of classes that may pique one’s interest. The key is to try to select electives carefully and
thoughtfully.
ELECTIVES TO CONSIDER
ARTH 103-104
MKTG 445
MGMT 321
MGMT 323
MGMT 325
MGMT/ENGL 327
MGMT 331
MGMT 373
MGMT 420
MGMT 421
MGMT 474
Survey of Western Art
Non-Profit Marketing
Intro to Entrepreneurship
Legal Environment of Business
Organizational Communication
Business and Technical Report Writing
Personnel Management
Consumer Behavior
Seminar in Industrial Relations
Small Business Management
Personal Selling and Sales Management
8
ECON 305
ECON 306
ECON 307
ECON 321
ECON 421
ENGL 304
ENGL 305
POLI 301
POLI 314
POLI 321
POLI 323
POLI 328
POLI 329
POLI 331
PSYC 308
PSYC 310
PSYC 321
PSYC 324
PSYC/SOCY 341
SOCY 327
SOCY 370
Public Finance – State and Local
Public Finance – Federal
Money and Banking
Urban Economics
Government and Business
Advanced Composition
Creative Writing
U.S. Parties and Elections
U.S. Constitutional Law
Urban Government and Politics
Virginia Government and Politics
Seminar in Urban Problems
Intergovernmental Relations
Public Administration
Stress and Its Management
Industrial Psychology
Social Psychology
Psychology of Advertising
Group Dynamics
Urban Sociology
Mass Media and Society
STUDY ABROAD
Want to spend a summer or semester studying overseas? There are hundreds of reasons why one should. In
today’s environment, an international educational experience makes one more marketable in the broadcasting and
media indusrty. With globalization of the news and the media, having an international mindset is an absolute
necessity. In addition, the cultural experience will enhance a student’s understanding of self and give them a better
idea of who they want to be. Living overseas expands horizons on everything from food to footwear. And think
about it: a summer study would be a great way to fullfil one’s foreign language requirement!
Because Mass Communications does not allow for major credits to transfer in, planning ahead is essential. Students
should plan to participate in study abroad before they enter the School of Mass Communications. This means you
should begin arranging your study abroad during your first semester at VCU. See how VCU’s many summer
programs could fit into your schedule: fulfill either your general education requirements or your minor
requirements while studying in such locations as the United Kingdom, the Netherlands, Malta, Thailand or Sweden.
Studying abroad can be expensive, but students do it all the time and so can you. If you are eligible, you may apply
for financial aid (with the exception of work-study) to an approved Study Abroad Program. In addition, there are
scholarships available through a wide variety of programs for study and research. Talk to the staff in the Education
Abroad Resource Room to find out more about available funding. Students in the Honors Program may also wish
to consult with an Honors Program adviser to see what type of funding may be available there. The sooner you
start to plan your study abroad, the sooner you will find that you have many more program options, and it may save
you money!
For more information, contact the Office of International Education at abroad@vcu.edu, by phone at 827-7882 or
visit the Study Abroad Resource Room, at 817 West Franklin Street, Franklin Street Gym.
9
OVERRIDES
The following is the official policy for course overrides
in VCU’s School of Mass Communications:
A “course override” (permission for a student to enroll in a class that would otherwise be denied) is granted only
under extraordinary circumstances. Decisions are made on a case-by-case basis. Examples of extraordinary
conditions include medical emergencies, family tragedies and other events that are clearly beyond the control of the
student. Documentation will be required.
NOTE: Work schedule conflicts, failure to register in a timely manner and “need it to graduate” are examples of
reasons that will NOT be accepted. Overrides are granted by the instructor of the course one wishes to take, except
for MASC 203/204. Please email the Coordinator of Advising for override inquiries.
INFORMATION ABOUT TRANSFER CREDITS
Upon transferring into the School from another university or from another program at VCU, students are
automatically classified as being in the foundation. The School requires all MASC courses be taken at VCU, since
mass communication courses at other institutions are not transferable. Therefore, students will probably spend a
minimum of two semesters at VCU in the foundation regardless of the number of credits you transfer. It may take
students longer to complete foundation coursework depending on courses that transferred and the ability to meet
other petition requirement such as GPA. Also, it is important to note that once students begin their major
coursework, it will take two years (or 4 semesters) to meet graduation requirements due to course sequencing.
There are a number of other points about transfer courses and they are as follows:
1) The transfer of course credits from another university is not automatic. Students must request that the other
institution send their transcript(s) to VCU once grades are finalized. Evaluation of general education transfer
credits are done through the Transfer Center, not in the School of Mass Communications. Any questions
about transfer credits should be directed there. The Transfer Center is currently located in 223 Hibbs Hall,
and can be reach by phone at 827-1349.
2) The School of Mass Communications does not accept upper-level mass communications courses for transfer
from other colleges or universities.
3) No MASC course taken at a community or two-year college will transfer to VCU as upper-level (300- or
400-level) credits, even if it has the same title or covers the same material as a VCU major course. Students
transferring 60 or more credits from a two-year institution should be aware that 45 upper-level credits must be
completed at VCU. Students are encouraged to take 300- and 400- level courses when you have the option.
4) Only courses in which students earn a grade of C or better will transfer.
5) Before taking courses at another college to transfer back to VCU, Students must fill out a “request to take
course at another institution form”, and have it signed by their advisor. Once that form is signed, students must
take it to the Dean’s office for approval in 211 Hibbs Hall. The form can be found at the following link:
http://www.enrollment.vcu.edu/rar/docs/RRcaai.pdf
10
6) Even if a course does not fulfill a specific VCU requirement, it might transfer to VCU as an elective, as long as a
grade of C or better is earned.
7) Transferring 60 or more credits from a community college does not guarantee that students will finish within two
years at VCU (4 years total). Students may not have taken the correct courses to fulfill specific VCU requirements.
In addition, students must take MASC courses in the correct sequence which may take longer than two years.
8) Advanced Placement and College-Level Examination Program tests may be used to fulfill general education or
elective requirements. However, they may not fulfill specific Mass Communications major course requirements.
9) A.A., A.S. and A.A.S. degree holders should notify their advisor.
11
DEGREE REQUIREMENTS
The following pages list the specific course requirements for graduation. The first section lists the general education
courses required of all Mass Communications majors, regardless of Sequence, including foundation requirements
(MASC 101 and MASC 203/204 are prerequisites for all upper-level mass communications courses). Second is the
College of Humanities and Sciences approved lists. Next is the list of course requirements along with a suggested
four-year schedule for each of the sequences: advertising, journalism and public relations. Prerequisites are listed
in parentheses after each course title. At the end of this section is a list of suggested electives you may find useful.
Use these pages as a worksheet to track your progress toward graduation.
GENERAL EDUCATION
These courses are required of all MASC students. Prerequisite courses are shown in parentheses and italicized.
1. Writing
UNIV 111 Focused Inquiry I
UNIV 112 Focused Inquiry II
3 credits
3 credits
__________________
__________________
3 credits
__________________
3 credits
__________________
(Grade of C or better is required for UNIV 112)
2. Math and Statistics
STAT 208
3. Human, Social, & Political Behavior: Choose one
ANTH 103 Introduction to Anthropology
ECON 101/INTL 102 Intro to Political Economy
HUMS 300 Great Questions of the Social Sciences
POLI 103 U.S. Government**
PSYC 101 Introduction to Psychology
SCTS 200 Science in Society
SOCY 101 General Sociology
**Journalism and PR student must take POLI 103
4. Science and Technology, 3-4 credits total: Choose one
3-4 credits __________________
BIOL 101 Biological Concepts (4 credits)
BIOL/ENVS 103 Environmental Science (4 credits)
CHEM 110 Chemistry and Society
FRSC 202 Crime and Science
INSC 201 Energy!
PHYS 103 Elementary Astronomy
5. Diverse & Global Communications: Choose one
3 credits
INTL 101 Human Societies and Globalization
POLI/INTL 105 International Relations
RELS 108 Human Spirituality
WMNS 201 Introduction to Women’s Studies
12
__________________
Economics
ECON 203
or
Both ECON 210 and ECON 211
MASC Foundation
MASC 101 Mass Communications *
MASC 201 Curiousness (for Advertising only)
MASC 203 Journalism Writing (JR & PR only)(MASC 101) *
MASC 204 Story (for Advertising only) (MASC 101 & 201)*
3 credits
__________________
3 credits
3 credits
4 credits
3 credits
__________________
__________________
__________________
__________________
Courses below this line are not required before admission into the major.
6. Literature and Civilization: Choose one course
3 credits
__________________
7. General Education Electives
Choose any 2 additional courses from sections 3, 4, 5, and/or 6 credits
6 (must be from two different boxes).
__________________
ENGL 215 Readings in Literature
HIST 201 The Art of Historical Detection
HUMS 250 Reading Film
PHIL 201 Critical Thinking About Moral Problems
WRLD 203/INTL 203 Cultural Texts and Contexts
WRLD 230 Introduction to World Cinema
__________________
8. General Education Modules
Experiencing the Fine Arts: successfully complete one
course from the School of the Arts (1-3 credits)
**Advertising students must take ARTH 103
HUMS 202 Choices in a Consumer Society
3 credits
__________________
1 credit
__________________
http://tinyurl.com/5wa8kc7
9. Foreign Language: Verification Form:
101 Level: __________________
102 Level: __________________
4 credits
4 credits
__________________
__________________
Additional Degree Requirements
UNIV 200 Writing and Rhetoric II (C or better required
and must complete 24 credits prior to enrollment)
HIST 103 Survey of American History I
3 credits
__________________
3 credits
__________________
HIST 104 Survey of American History II
3 credits
__________________
Additional Literature at 300 level or above (ENGL 215 is a
prerequisite)
POLI or URSP at 300 level or above
3 credits
__________________
3 credits
__________________
13
Additional Graduation Requirements
Students must earn:

Minimum of 120 credits


72 non-MASC
65 liberal art courses

Minimum cumulative GPA: 2.50

Minimum MASC/major GPA: 2.50

Minimum of 45 upper-level credits
-Upper-level credits are any 300-400 level courses (can be either in or outside of your major)

At least 30 of the last 45 credits taken at VCU
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ADVERTISING SEQUENCE
FOUNDATION
All courses are worth 3 credits except where indicated. MASC prerequisites are noted in parentheses.
MASC 101 Mass Communications
MASC 201 Curiousness
MASC 204 Story (MASC 101, UNIV 111 and 112, cum. GPA of 2.50 or higher)
SEQUENCE
MASC 101, 201, and 204 are prerequisites for all upper-level MASC courses. Additional MASC prerequisites are listed in
parentheses. Check later in this student handbook for course descriptions.
All Advertising students:
MASC 380 History of Advertising (204)
MASC 408 Communications Ethics and Law
MASC 481 Completeness (for Creative 392, 394
for Strategic 398, 399)
3 credits
3 credits
3 credits
Creative Concentration
MASC 300 Technical Prowess ( 101 & 201)
MASC 392 Perspicuousness (204, UNIV 200)
MASC 394 Imagination (204, 300)
MASC 450 Style (392, 394)
MASC 451 Invention (450)
MASC Elective
MASC Elective
3 credits
3 credits
3 credits
3 credits
3 credits
3 credits
3 credits
Strategic Concentration
MASC 398 Awareness (204)
MASC 399 Empathy (204)
MASC 459 Judgement (398, 399, plus 6 credits
of MASC Electives)
MASC 493 Fieldwork/Internship
MASC Elective
MASC Elective
MASC Elective
3 credits
3 credits
3 credits
3 credits
3 credits
3 credits
3 credits
Additional Collateral Requirements for ALL Advertising students
ACCT 202 or MKTG 301
3 credits
NOTES
15
Sample curriculum outline for Creative Advertising
Fall semester, freshman year
MASC 101 Mass Communications
UNIV 101 Introduction to the University
*UNIV 111 Focused Inquiry I
MATH 131 Introduction to Contemporary Mathematics, or MATH 141 Algebra with Applications
Approved H&S diverse and global communities
Total
Spring semester, freshman year
*HUMS 202 Choices in a Consumer Society
MASC 201 Curiousness
*UNIV 112 Focused Inquiry II
Approved H&S human, social and political behavior
Approved H&S science and technology
Total
3
1
3
3
3
[13]
1
3
3
3-4
3-4
[13-15]
Fall semester, sophomore year
MASC 204 Story
HIST 103 Survey of American History
STAT 208 Statistical Thinking, or STAT 210 Basic Practice of Statistics
Approved H&S literature and civilization (recommended ENGL 215)
ECON 203 Introduction to Economics
Total
Spring semester, sophomore year
*UNIV 200 Writing and Rhetoric
HIST 104 Survey of American History
MASC 300 Technical Prowess
MASC 380 History of Advertising
Approved H&S general education elective
Total
3
3
3
3
3
[15]
3
3
3
3
3-4
[15-16]
Fall semester, junior year
MASC 392 Perspicuousness
MASC 394 Imagination
ACCT 202 Accounting for Non-business majors
ARTH 103 Survey of Western Art
Foreign Language (101)
Total
3
3
3
3
4
[16]
Spring semester, junior year
MASC 450 Style
MASC 481 Completeness (capstone)
Foreign Language (102)
POLI or URSP course (300-level or above)
Open elective
Total
3
3
4
3
1-3
[14-16]
Fall semester, senior year
MASC 451 Invention (capstone)
MASC 409 Truth and Honor [or MASC 408 Comm Ethics and Law]
MASC elective [300-400 level]
Open elective [300-400 level]
Open elective [300-400 level]
Total
Spring semester, senior year
MASC elective [300-400 level]
Open elective [300-400 level]
Open elective
Approved H&S general education elective
Literature course (300-level or above), except ENGL 351 or ENGL 433
Total
Total minimum requirement
Credits
16
3
3
3
3
3
[15]
3
3
3
3-4
3
[15-16]
120
Sample curriculum outline for Strategic Advertising
Fall semester, freshman year
MASC 101 Mass Communications
UNIV 101 Introduction to the University
*UNIV 111 Focused Inquiry I
MATH 131 Introduction to Contemporary Mathematics, or MATH 141 Algebra with Applications
Approved H&S diverse and global communities
Total
Spring semester, freshman year
*HUMS 202 Choices in a Consumer Society
MASC 201 Curiousness
*UNIV 112 Focused Inquiry II
Approved H&S human, social and political behavior
Approved H&S science and technology
Total
Fall semester, sophomore year
MASC 204 Story
HIST 103 Survey of American History
STAT 208 Statistical Thinking, or STAT 210 Basic Practice of Statistics
Approved H&S literature and civilization (recommended ENGL 215)
ECON 203 Introduction to Economics
Total
Spring semester, sophomore year
*UNIV 200 Writing and Rhetoric
HIST 104 Survey of American History
MASC 380 History of Advertising
MASC elective [300-400 level]
Approved H&S general education elective
Total
Fall semester, junior year
MASC 398 Awareness
MASC 399 Empathy
ACCT 202 Accounting for Non-business majors
ARTH 103 Survey of Western Art
Foreign Language (101)
Total
Spring semester, junior year
MASC elective [300-400 level]
MASC 481 Completeness (capstone)
Foreign Language (102)
POLI or URSP course (300-level or above)
Open elective
Total
Fall semester, senior year
MASC 459 Judgment (capstone)
MASC 409 Truth and Honor [or MASC 408 Comm Ethics and Law]
MASC elective [300-400 level]
Open elective [300-400 level]
Open elective [300-400 level]
Total
Spring semester, senior year
MASC 493 Fieldwork
Open elective [300-400 level]
Open elective
17
Approved H&S general education elective
Literature course (300-level or above), except ENGL 351 or ENGL 433
Total
Total minimum requirement
Credits
3
1
3
3
3
[13]
1
3
3
3-4
3-4
[13-15]
3
3
3
3
3
[15]
3
3
3
3
3-4
[15-16]
3
3
3
3
4
[16]
3
3
4
3
1-3
[14-16]
3
3
3
3
3
[15]
3
3
3
3-4
3
[15-16]
120
JOURNALISM SEQUENCE
FOUNDATION
All courses are worth 3 credits except where indicated. MASC prerequisites are noted in parentheses.
MASC 101 Mass Communications
MASC 203 Journalism Writing (MASC 101, UNIV 111 and 112, cum. GPA of 2.50 or higher)
SEQUENCE
MASC 101 and 203 are prerequisites for all upper-level MASC courses. Additional MASC prerequisites are listed in
parentheses. Check later in this student handbook for course descriptions.
All Journalism students:
MASC elective
MASC 303 General Assignment Reporting (203)
MASC 363 Electronic Media Writing I (with 365 & 366)
MASC 367 Audio and Video Production (with 363)
MASC 408 Communications Ethics and Law
MASC 493 Fieldwork/Internship
MASC 361 History and Development of Broadcasting
3 credits
3 credits
3 credits
3 credit
3 credits
3 credits
3 credits
and requirements under Broadcast or Print concentrations
Broadcast Concentration
MASC 460 Electronic Media Writing II
MASC 415 Advanced Television Production (367, with 460)
3 credits
3 credit
choose three to four credits from the following capstone courses:
MASC 461 The Documentary (363, 367 )
MASC 462 Photojournalism (367)
MASC 465 Newscasting (363, with 466)
MASC 466 Television Studio Production
MASC 475 Capital News Service
3 credits
3 credits
3 credits
1 credit
3 credits
Print Concentration
MASC 301 Graphics for Journalism
MASC 305 Copy Editing (301)
3 credits
3 credits
choose two of the following capstone courses:
MASC 403 Advanced Reporting (303, 305)
MASC 404 Specialized Project Reporting (403)
MASC 475 Capital News Service (300, 303)
MASC 496 Multimedia Journalism (302, 303, 363, 367)
3 credits
3 credits
3 credits
3 credits
Additional Collateral Requirement for ALL Journalism Students
History Elective at 300-400 level
3 credits
___________________________________________________________________________________________________________
NOTES: Students are required to complete a total of 120 credits to graduate. Students may not take more than 40 credits in mass
communications courses. In addition, students must have taken 45 credits in 300- and 400-level courses (including MASC courses).
18
Degree requirements for Mass Communications Bachelor of Science (B.S.) with a concentration in journalism/print-online
2013-14
Sample curriculum outline
Credits
Fall semester, freshman year
MASC 101 Mass Communications
3
MATH 131 Introduction to Contemporary Mathematics or MATH 141
3
Algebra with Applications
UNIV 101 Introduction to the University
1
UNIV 111 Focused Inquiry I
3
Approved diverse and global communities
3
Total
13
Spring semester, freshman year
ECON 203 Introduction to Economics (or ECON 210 or 211 if other
3
of these two has been completed)
HUMS 202 Choices in a Consumer Society
1
POLI 103 U.S. Government (fulfills approved human, social and
3
political behavior)
UNIV 112 Focused Inquiry II
3
Approved science and technology
3-4
Open elective
3
Total
15-17
Fall semester, sophomore year
HIST 103 Survey of American History
3
MASC 203 Journalism Writing
3
STAT 208 Statistical Thinking or STAT 210 Basic Practice of
3
Statistics
Approved General Education elective
3
Approved literature and civilization (ENGL 215 Textual Analysis
3
recommended)
Total
15
Spring semester, sophomore year
HIST 104 Survey of American History
3
MASC 363 Introduction to Broadcast Writing
3
MASC 367 Audio and Video Journalism
3
UNIV 200 Writing and Rhetoric
3
Approved General Education elective
3-4
Total
15-16
Fall semester, junior year
MASC 301 Graphics for Journalism
3
MASC 303 Reporting for Print and Web
3
MASC 361 History and Development of Journalism
3
Foreign language (101-level)
4
History course (300-level or above)
3
Total
16
Spring semester, junior year
MASC 305 Copy Editing
3
MASC 403 Advanced Reporting, MASC 404 Specialized Project
3
Reporting, MASC 475 Capital News
Service or MASC 496 Multimedia Journalism (capstone)
(These capstone courses may not be taken simultaneously without permission from the instructor.)
POLI or URSP course (300-level or above)
3
Foreign language (102-level)
4
Open elective
3
Total
16
Fall semester, senior year
MASC 403 Advanced Reporting, MASC 404 Specialized Project
3
Reporting, MASC 475 Capital News Service or MASC 496 Multimedia
Journalism (capstone) (These capstone courses may not be taken
simultaneously without permission from the instructor.)
MASC 408 Communications Ethics and Law
3
Open elective
3
Open electives (300-400 level)
6
Total
15
Spring semester, senior year
MASC 493 Fieldwork/Internship
3
Literature course (300-level or above) except ENGL/TEDU 386
3
Children’s Literature I or ENGL 387 Literature for Adolescents
Open elective (300-400 level)
3
19
Open electives
6
Total
15
Total minimum requirement
120
Degree requirements for Mass Communications Bachelor of Science (B.S.) with a concentration in journalism/broadcast
2013-14
Sample curriculum outline
Credits
Fall semester, freshman year
MASC 101 Mass Communications
3
MATH 131 Introduction to Contemporary Mathematics or MATH 141
3
Algebra with Applications
UNIV 101 Introduction to the University
1
UNIV 111 Focused Inquiry I
3
Approved diverse and global communities
3
Total
13
Spring semester, freshman year
ECON 203 Introduction to Economics (or ECON 210 or 211 if other
3
of these two has been completed)
HUMS 202 Choices in a Consumer Society
1
POLI 103 U.S. Government (must take for approved H&S human,
3
social and political behavior)
UNIV 112 Focused Inquiry II
3
Approved science and technology
3-4
Open elective
2-3
Total
15-17
Fall semester, sophomore year
HIST 103 Survey of American History
3
MASC 203 Journalism Writing
3
STAT 208 Statistical Thinking or STAT 210 Basic Practice of
3
Statistics
Approved General Education elective
3
Approved literature and civilization (ENGL 215 Textual Analysis
3
recommended)
Total
15
Spring semester, sophomore year
HIST 104 Survey of American History
3
MASC 363 Introduction to Broadcast Writing
3
MASC 367 Audio and Video Journalism
3
UNIV 200 Writing and Rhetoric
3
Approved General Education elective
3-4
Total
15-16
Fall semester, junior year
MASC 303 Reporting for Print and Web
3
MASC 361 History and Development of Journalism
3
Foreign language (101-level)
4
History course (300-level or above)
3
Open elective
3
Total
16
Spring semester, junior year
MASC 415 Advanced Video Journalism
3
MASC 460 Advanced Television Newsgathering
3
POLI or URSP course (300-level or above)
3
Foreign language (102-level)
4
Open elective
3
Total
16
Fall semester, senior year
MASC 408 Communications Ethics and Law
3
MASC 461 The Documentary, MASC 465 Newscasting or MASC 496
3
Multimedia Journalism (capstone)
Open elective
3
Open electives (300-400 level)
6
Total
15
Spring semester, senior year
MASC 493 Fieldwork/Internship
3
Literature course (300-level or above) except ENGL/TEDU 386
3
Children’s Literature I or ENGL 387 Literature for Adolescents
MASC elective
3
Open elective
3
Open elective (300-400 level)
3
Total
15
Total minimum requirement
120
20
PUBLIC RELATIONS SEQUENCE
FOUNDATION
All courses are worth 3 credits except where indicated. MASC prerequisites are noted in parentheses.
MASC 101 Mass Communications
MASC 203 Journalism Writing (MASC 101, UNIV 111 and 112, and cum. GPA of 2.50 or higher)
MAJOR
MASC 101 and 203 are prerequisites for all upper-level major courses. Additional MASC prerequisites are listed in
parentheses. Check later in this handbook for course descriptions.
MASC 323 Public Relations
MASC 333 Public Relations Writing (MASC 323, UNIV 200)
MASC 334 Public Relations Graphics
MASC 335 Public Relations Production (MASC 333)
MASC 408 Communications Ethics and Law
MASC 425 Public Relations Research
MASC 439 Public Relations Campaigns (MASC 323, 333, 335 and 425)
MASC 493 Fieldwork/Internship (permission required)
MASC electives -- choose six of the following classes
3 credits
3 credits
3 credits
3 credits
3 credits
3 credits
3 credits
1-3 credits
6 credits
MASC 431 Digital Public Relations (1 credit)
MASC 432 Media Relations (1 credit)
MASC 433 Public Relations and Special Events (1 credit)
MASC 434 Public Relations and Risk Communication (1 credit)
MASC 435 Public Relations and Crisis Communication (1 credit)
MASC 436 Public Relations and Reputation Management (1 credit)
MASC 437 Public Relations and Integrated Brand Integration (1 credit)
MASC 438 Public Relations and Employee Communication (1 credit)
Collateral Requirements
ACCT 202 Accounting for Non-Business Majors
MKTG 301 Introduction to Marketing
MGMT 319 Organizational Behavior
........
3 credits
3 credits
3 credits
NOTES: Students need to complete a total of 120 credits to graduate. Students may not take more than 40 credits in mass
communications courses. In addition, students must take at least 45 credits in 300- and 400- level courses (MASC courses are included in
this count).
21
Sample curriculum outline for Public Relations
Fall semester, freshman year
MASC 101 Mass Communications
UNIV 101 Introduction to the University
*UNIV 111 Focused Inquiry I
MATH 131 Introduction to Contemporary Mathematics, or MATH 141 Algebra with Applications
Approved H&S diverse and global communities
Total
Spring semester, freshman year
*HUMS 202 Choices in a Consumer Society
ECON 203 Introduction to Economics
*UNIV 112 Focused Inquiry II
POLI 103 US Government (must take for approved H&S human, social and political behavior)
Approved H&S science and technology
Total
Fall semester, sophomore year
MASC 203 Journalism Writing
HIST 103 Survey of American History
STAT 208 Statistical Thinking, or STAT 210 Basic Practice of Statistics
Approved H&S literature and civilization (recommended ENGL 215)
ACCT 202 Accounting for Non-business majors
Total
Spring semester, sophomore year
*UNIV 200 Writing and Rhetoric [prerequisite to MASC 333]
HIST 104 Survey of American History
MASC 323 Public Relations
MASC 334 Public Relations Graphics
Approved H&S general education elective
Total
Fall semester, junior year
MASC 333 Public Relations Writing
MASC 43X, 43X, 43X
MGMT 319 Organizational Behavior
Experiential fine arts (course offered by the School of the Arts)
Foreign Language (101)
Total
Spring semester, junior year
MASC 335 Public Relations Campaigns
MASC 425 Public Relations Research
MASC electives [43X, 43X, 43X]
Foreign Language (102)
Open elective
Total
Fall semester, senior year
MASC 439 Public Relations Campaigns (capstone)
MASC 408 Communications Ethics and Law
POLI or URSP course (300-level or above)
Open elective [300-400 level]
Open elective [300-400 level]
Total
Spring semester, senior year
MASC 493 Fieldwork
Open elective [300-400 level]
Open elective
22
Approved H&S general education elective
Literature course (300-level or above), except ENGL 351 or ENGL 433
Total
Total minimum requirement
Credits
3
1
3
3
3
[13]
1
3
3
3-4
3-4
[13-15]
3
3
3
3
3
[15]
3
3
3
3
3-4
[15-16]
3
3
3
3
4
[16]
3
3
3
4
1-3
[14-16]
3
3
3
3
3
[15]
1-3
3
3
3-4
3
[13-16]
120
HELPFUL HINTS
1) The following publications will be helpful throughout a student’s career: this handbook and the VCU
Undergraduate and Professional Programs Bulletin for 2013-2014. University curriculum, rules and procedures
change, but students are governed by the version of the bulletin and handbook in effect when they entered the
University.
2) Many of the questions students may have are answered in the VCU Bulletin or this handbook, so please read
thoroughly before seeing an advisor.
3) Don’t catch an advisor in a hallway and ask, “Do I need course XXX to graduate?” That question is much more
complex than one might realize, since one course might not be necessary for your MASC degree, but it might be
necessary for your 45 upper-level credits.
4) Typing is a critical skill, not only in college, but also in most professional job settings. The School recommends
that students be able to type at least 35 wpm.
5) Students must be able to write and speak well to be successful in any of the mass communications professions.
If a student has problems with English grammar, spelling, punctuation or sentence construction, it is highly advised
to make extra efforts to overcome them. The University offers writing courses of many kinds and the Writing
Center can assist with improving a student’s skills.
6) Students may not take 300 or 400 level MASC courses unless they have been admitted to the MASC major. If
students try to register for them, he/she will be blocked by the university registration system. This does not apply to
upper-level courses given by other departments. For example, you do not have to be a MASC major to take POLI
322 or MKTG 301; each department has its own restrictions.
7) Students will be dropped from major courses if they do not have the stated prerequisites, found in the degree
requirement section of this handbook. Prerequisites are also listed in the VCU Undergraduate Bulletin. Also note
that overrides into closed classes are generally not allowed.
8) After a student decides on a sequence in Mass Communications, it quickly becomes difficult to change to
another sequence because students are limited to a set amount of MASC credits. It is highly recommended that
students gather information about the various mass communications careers, talk to an advisor and other professors
and participate in the student clubs and student media.
9) Student clubs and student media are excellent activities. They connect students with similar interests, provide the
opportunity for professional contacts and offer additional experience that will be useful in a student’s chosen
profession. These activities also can strengthen one’s resume and help in the job-hunting process after graduation.
The School has student chapters of the Society of Professional Journalists, the National Association of Black
Journalists, the Association of Black Communicators, Public Relations Student Society of America, Radio
Television News Directors Association and the Ad Club. Student media include the student-run newspapers, The
Commonwealth Times and the campus radio station, WVCW.
10) Students also should take advantage of the numerous opportunities for practical experience in their chosen area.
Practical experience outside the classroom is an invaluable asset when students begin looking for a job. Internships
are available in each sequence for credit and some are paid positions (note that internships for credit are not
available to pre-major students). The university also has a cooperative education program that can place students
23
into paying jobs in their area of interest. Contact the University Career Center at (804) 828-1645 for more
information on cooperative education opportunities.
11) Remember, that students are allowed a total of six credits of fieldwork (MASC 493) within their program
(except for Creative Advertising students). It may be wise, therefore, to sign up for only one or two internship
credits per semester, thereby allowing one as much varied internship experience as possible. For more information
about internships, contact the School’s Internship Coordinator at 828-2660.
TECHNICAL STANDARDS FOR
MASS COMMUNICATIONS PROGRAMS
This description of technical standards is to inform prospective and enrolled students of the skills needed for the
various professions within communications, including but not limited to print journalism, broadcast journalism,
on-line journalism, advertising, public relations and photography. These technical standards reflect the
performance abilities and characteristics that are necessary to successfully complete the requirements of the
programs in the School of Mass Communications.
These standards are not requirements of admission into the program. People interested in applying for
admission to the program should review these standards to develop a better understanding of the
personal and professional attributes, skills, experiences, education, physical, medical, safety and other
requirements that are necessary to successfully complete the program. The School of Mass
Communications complies with the requirements and spirit of Section 504 of the Rehabilitation Act and
Americans with Disabilities Act of 1990. Therefore, the School will endeavor to make reasonable
accommodations for otherwise qualified students with disabilities.
The School recognizes that the B.S. degree in Mass Communications carries with it the full authority of the
institution and communicates to those who might seek the services of the bearer of the degree that he or she is
competent in the practice of communications. Therefore, the student must demonstrate the knowledge, skills,
and attitudes that the faculty has determined are essential for the practice of communications and their
specialties.
Mass communications pre-majors and majors with disabilities documented by the VCU Office of
Disability Support Services can request a meeting with the director of the VCU School of Mass
Communications to discuss academic adjustment(s) to accommodate their disability. Reasonable
accommodations will be determined by the VCU Office of Disability Support Services with input from
the student, mass communications faculty who teach courses in the student’s curriculum and the VCU
School of Mass Communications’ administration.
The following technical standards describe the essential functions that students must demonstrate in order to
fulfill the requirements within each area of concentration in the School of Mass Communications.
24
These technical skills are unique to each area of concentration; therefore a student who does not meet the
technical standards in one area of concentration may meet them in another.
Technical Standards
1. Physical/Motor Skills
General: Students should have sufficient motor function to operate the equipment needed to meet
curriculum requirements in all communications fields.
Specific:
All concentrations: A student must possess the motor skills to operate personal computers; use word processing
software; manipulate graphic software; access the Internet and other online information; use spreadsheets,
databases and other analytic software. In addition, students must have the speed and dexterity to use this
equipment and software in such a manner as to be able to meet strict deadlines, similar to those imposed in their
chosen professional field.
Broadcast Journalism Student:
1. Student must have sufficient fine motor skills to manipulate a computer keyboard with fingertips or
using an adaptive and/or accessibility device.
2. Ability to independently transport professional video field gear (approximately 60 lbs. total) and operate
a professional video camera (approximately 30 lbs.) and lift it to shoulder height.
3. Ability to maneuver in small, unique and/or unusual spaces.
4. Sufficient fine motor skills to manipulate, process and edit video/audio materials and produce a finished
product within strict deadlines.
5. Students must be able to complete projects/activities within short periods of time and/or adhere to strict
deadlines.
2. Sensory/Observation
General: Students should be able to acquire a predetermined level of required information through
observation and personal experiences in basic and advanced courses. Students should be able to acquire
visual and auditory information.
Specific:
Advertising – Creative: A student must possess the visual acuity to see fine detail; discern differentiations in
color, shape and texture with or without corrected vision.
Journalism – Print: A student must possess the visual acuity to read charts, records and small print and
handwritten notations with or without corrected vision.
Journalism – Broadcast: A student must possess the visual acuity to see fine detail; discern differentiations in
color, shape and texture; read and manipulate a digital sound wave on a computer screen; and see and
manipulate a video image frame-by-frame. A student must also possess the visual acuity to read charts, records
and small print and handwritten notations, and be able to focus on details for such activities as framing and
capturing video and computer images with or without corrected vision. A Student must be able to accurately
25
hear and distinguish sounds, voices, and other auditory stimulus in order to gather and complete audio/video
projects.
3. Communication
General: A student must be able to communicate effectively and accurately both orally and through
writing. Students must be able to use these skills to gather and convey information.
Specific:
All concentrations: A student must have sufficient facility with English to retrieve information from texts,
lectures and personal interviews and to communicate concepts and ideas on written exams and written and oral
assignments.
Journalism – Broadcast: Students must have an effective broadcast voice, which includes industry standards
such as clear articulation, enunciation and authoritativeness.
4. Cognitive
General: A student must be able to measure, calculate, reason, analyze, integrate, and synthesize.
Specific:
All concentrations: A student must be able to comprehend three-dimensional relationships and to understand
basic spatial and mathematical relationships. Problem solving requires all of the intellectual abilities listed
above. A student must be able to perform these problem solving skills in a timely manner and under strict
deadlines, similar to those found in the communications profession.
5. Behavioral
General: A Student must adhere to the universities student code of conduct.
Specific:
All concentrations:
1. Ability to endure physically taxing workloads and to function effectively under stress.
2. Ability to adapt to changing environments, display flexibility, and function in the face of
uncertainties inherent in the communications field. Integrity, interpersonal skills and motivation are
all personal qualities that will be assessed during the admissions and education processes.
3. Ability to accept criticism and respond by appropriate modification of behavior.
4. Ability to interrelate among fellow students, team members, internship
providers, human news sources, community members and faculty with honesty, integrity, respect
and nondiscrimination.
5. Ability to tolerate and function effectively under stress, time constraints and distracting conditions.
6. Ability to adapt to changing environments and display flexibility in the classroom and in handson/practical assignments.
26
MASS COMMUNICATIONS COURSE DESCRIPTIONS
Academic Year: 2013-2014
MASC 101 Mass Communications
MASC 290 Ethical Problems in Mass Media
Semester course; 3 lecture hours. 3 credits. Open only
to mass communications majors or media studies
minors, or by permission of School of Mass
Communications. A comprehensive overview of mass
media which examines its history and evolution.
Emphasis is given to the ways in which
communications technologies have shaped and are
shaped by society. Considers how digital and earlier
technologies have led to increasing integration of
world cultures and economies. Includes discussion of
mass media law and ethics, including the origins and
evolution of a free press and the legal framework of
contemporary mass media practice.
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 101 minimum grade of C.
Examination and analysis of contemporary issues and
problems in conventional and new media. The
philosophical foundation and principles of ethical
decision-making are explored. Critical and unresolved
issues are discussed within the legal and ethical
framework of modern mass media practice. Students
are required to design and justify resolutions to the
issues and present defenses for the resolution
proposals.
MASC 291 Topics in Communications
Semester course; variable hours. 1-3 credits. May be
repeated once with different content. A study of a
specialized topic in mass communications. See the
Schedule of Classes for specific topics to be offered.
MASC 151/INTL 151 Global Communications
Semester course; 3 lecture hours. 3 credits. Explores
how communication media and globalization drive
each other and how they both impact the nation-state
as well as international institutions. Examines how
technology, the global economy and international
media corporations influence culture, politics,
business, law and other institutions in countries around
the world. Explores the relationship between media
systems and governments and how both are affected
by technology and globalization.
MASC 300 Technical Prowess
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 204 minimum grade of C.
For advertising students only. Examines the functions
of visual and graphic communication in the print and
electronic media. Focuses on mastery of graphics
software and basic design principles used in
advertising. Students gain hands-on experience with
state-of-the-art computer graphics and layout
programs. (May not be taken if student has taken
MASC 301 or 334.)
MASC 201 Curiousness
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Study and practice of the first attribute for
success in creativity: curiousness. Students engage in
practical applications, readings, lectures,
demonstrations and in-class exercises that build
curiosity and help students identify and trust their
natural curious nature. Provides advertising and nonadvertising
majors with rigorous and provocative
challenges to stimulate further interest in creating for
media.
MASC 301 Graphics for Journalism
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 203 with a minimum
grade of C. For journalism students only. Examines the
functions of visual and graphic communication in the
print and electronic media. Focuses on creative
typographic and layout design principles and integrates
practice in editing, graphic creation, digital-image
manipulation and professional publishing. Students
gain hands-on experience with state-of-the-art
computer graphics and layout programs used in
newspaper and magazine journalism. (May not be
taken if student has taken MASC 300 or 334.)
MASC 203 Journalism Writing
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisites: MASC 101 minimum grade of
C, UNIV 112 minimum grade of C and minimum
cumulative GPA of 2.5. Study and practice in fact
gathering and development of basic writing skills for
print, broadcast and online journalism. Focuses on
journalistic storytelling, grammar, Associated Press
style and knowledge of current affairs.
MASC 303 Reporting for Print and Web
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisites: MASC 203 minimum grade of C
and UNIV 200 minimum grade of C or HONR 200
minimum grade of C. Detailed study in reporting and
writing news stories for print publications and
websites. Focus on interviewing, writing news and
features and preparing for entry-level reporting
assignments. Students also will learn online
presentation skills, including photos, audio, video and
interactive elements.
MASC 204 Story
Semester course; 1 lecture and 4 laboratory hours. 3
credits. Prerequisites: MASC 101 minimum grade of C
and 201 minimum grade of C, UNIV 112 minimum
grade of C and minimum cumulative GPA of 2.5.
Focuses on writing for advertising and consumer
communications (the best advertising tells stories to
which consumers can relate). Students study the parts
of a story, what makes a story interesting and how to
find those things. Practice includes looking for, finding
and constructing a story. A survey of many different
ways storytelling is involved in making advertising.
Practice in applying storytelling skills to several
advertising and communication projects.
MASC 305 Copy Editing
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 301 minimum grade of C.
Instruction and practice in basic newspaper and online
editing with a focus on practical experience in editing
local and news service copy for publication. Includes
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emphasis on headline writing, development of news
judgment, accuracy and fairness, and potential legal
problems for copy editors. Attention also will be paid
to layout and design for newspapers and online.
Middle East in shaping global and regional public
opinion. Using webcam and online technology, VCU
students will discuss cross-cultural perspectives with
students from the other U.S. universities and
universities in the Middle East.
MASC 323 Public Relations
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 203 with a minimum grade of C
or MASC 204 with a minimum grade of C. Study of
public relations principles and practices, including
analysis of tools, media, ethical responsibilities and
emerging technologies. Special attention to the theory
and research literature on rational and ethical
persuasion.
MASC 361 History and Development of
Journalism
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 203 or 204 with a minimum grade
of C. An examination of the regulatory, technical,
economic and creative foundations of print, broadcast
and Web-based journalism. Historical, contemporary
MASC 333 Public Relations Writing
and ethical issues are also addressed.
Semester course; 3 lecture hours. 3 credits.
Prerequisites: MASC 323 with a minimum grade of C
and UNIV 200 or HONR 200 with a minimum grade
of C. An intensive writing course focusing on
researching and writing materials in support of the
public relations function. Practice in preparingmaterials for controlled
and uncontrolled media, both
print and broadcast, including news releases, interview
protocols, special events background materials, media
kits, employee newsletters, community relations
materials and formal public speaking scripts. Explores
routine, special event and crisis situations, and the link
between written and audiovisual documents.
MASC 363 Introduction to Broadcast Writing
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 203 with a minimum grade of C.
Corequisite: MASC 367. Students will concentrate on
developing news writing and reporting skills for
television and radio. Course work will include weekly
writing assignments and the production of broadcastquality
radio and television stories. Knowledge of
current events is essential.
MASC 367 Audio and Video Journalism
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 203 with a minimum
grade of C. Corequisite: MASC 363. Open to mass
communications majors only. Focuses on the purpose,
function and execution of basic techniques of audio
and video field and studio production operations,
especially as they relate to news. Emphasizes the
production of broadcast-quality media content.
Fieldwork production, remote production and live
production, along with audio and video recording and
editing, are covered.
MASC 334 Public Relations Graphics
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 203 with a minimum
grade of C. For public relations students only. Study of
the functions of visual and graphic communication for
public relations practice. Focuses on basic design
principles and skills in editing, graphic creation,
digital-image manipulation, Web and interactive
content. Students gain hands-on experience with stateofthe-art computer graphics, Web and layout
programs. (May not be taken if student has taken
MASC 300 or 301.)
MASC 380 History of Advertising
Semester course; 3 lecture hours. 3 credits.
Prerequisites: MASC 333 and 334, both with
minimum grade of C. For public relations students
only. Instruction and practice in public relations
writing styles including speeches, public service
announcements and Web writing. Practice in
production of broadcast and computer-based materials
for public relations, oral presentations, and special
events planning and implementation.
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 203 or 204 with a minimum grade
of C. A foundation survey, from prehistoric to present
day. What is advertising? How did it get to be that way
and what might it become? Advertising's place in
society through several eras, with emphasis on U.S.
advertising history, but attention also paid to the role
of advertising in other countries. An overview of the
creation of the ad agency, a summary of its parts, an
explanation of its workings and its place in society.
Understanding advertising as practiced from various
viewpoints including the agency, public, clients and
social and political groups.
MASC 341 Feature and Article Writing
MASC 381 Great Advertising
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 303 minimum grade of C or 363
minimum grade of C. Practice in preparing articles and
features for newspapers and magazines. Emphasis is
on creative journalistic writing and development of
writing skills.
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 380 minimum grade of C.
Explores the practitioner-oriented approach to the
creation, preparation and evaluation of advertising,
branding and communications. Views great advertising
from the perspective of integrated marketing
communication and utilizes case studies of advertising
and branding campaigns for some of the world's bestknown
brands.
MASC 335 Public Relations Production
MASC 359/WRLD 359 International Media
Coverage: The Middle East
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 101 with a minimum
grade of C or 151 with a minimum grade of C. This
interdisciplinary course explores the media's role in
covering cultural, political, religious and other issues
in the Middle East. Students will examine the role and
impact of the media in both the United States and
MASC 382 Acumen
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 380 minimum grade of C.
Focuses on excelling in the business aspects of
advertising, branding and communications. To
understand an advertising client's business needs, one
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must understand how the client does business.
Students will learn about advertising from within the
context of marketing, business and commerce.
problems more quickly, and how to create a culture of
candor, trust, resilience and accountability in clients
and in coworkers.
MASC 392 Perspicuousness
MASC 403 Advanced Reporting
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisites: MASC 204 with a minimum
grade of C and UNIV 200 or HONR 200 with a
minimum grade of C. Intensive practice in choosing
the right word for the right occasion. Study of the
different types of advertising copy used by both local
and national advertisers. Focuses on creative thinking
and inspired writing for advertising, branding and
communications.
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 303 minimum grade of C.
For mass communications majors only. Capstone
course for print journalism students. Intensive study of
the techniques of reporting meetings and news of
public affairs. Attention will be paid to covering
governmental agencies at all levels. Instruction in
newspaper editing included. Quality of writing will be
a paramount and continual consideration. Emphasis on
fast-paced deadlines. This course may not be taken
simultaneously with MASC 404, MASC 475 or
MASC 496 without permission from the instructor.
MASC 393 Creativity for Television
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 380 minimum grade of C.
For mass communications majors only. Learn the
process of developing professional-level television
advertising with a concentration in creative thinking
and solutions. Students create TV commercials with
attention to scripts, storyboards, talent, visual
composition, editing, music, sound effects and
direction.
MASC 404 Specialized Project Reporting
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 303 with a minimum
grade of C. For mass communications majors only.
Capstone course for print journalism students.
Provides news beat experience for students reporting
on complex issues facing the public in the urban
community. Emphasis also on editing, team reporting,
in-depth research and interviewing techniques, and use
of public records. This course may not be taken MASC 496 without
permission from the instructor.
MASC 394 Imagination
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 300 with a minimum
grade of C. Study of art direction: practice in
visualizing and utilizing media space aesthetically.
Students complete assignments each week, ranging
from traditional advertising to alternative media
venues. Results are presented in front of the class for
critique by faculty and fellow students.
MASC 408 Communications Ethics and Law
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 203 or 204 with a minimum grade
of C. Study of ethical and legal issues affecting the
practice of journalism and public relations.
Examination and analysis of contemporary issues and
problems in conventional and new media. The
philosophical foundation and principles of ethical
decision-making are explored. Critical and unresolved
issues are discussed within the legal and ethical
framework of modern mass media practice.
MASC 397 Ubiquity
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 204 minimum grade of C. Using
media to help achieve the client's ad objective. An
intensive problem-based course on using mass,
personal and social media to engage the consumer, to
help communicate the brand's message and to add
impact to a communications campaign. Students will
study media planning and buying of all types of media
(TV, radio, newspapers, magazines, outdoor, online
and nontraditional).
MASC 409 Truth and Honor
Semester course; 3 lecture hours. 3 credits.
Prerequisites: MASC 204 minimum grade of C and
380 minimum grade of C. For mass communications
majors only. A survey of laws pertaining to the
creation of advertising, such as trademark and
copyright, and to the effects of advertising in the
culture. A discussion of ethical questions pertaining to
persuasion, communication and the effects of
advertising in the culture.
MASC 398 Awareness
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 204 with a minimum grade of C.
Understanding what advertisers can look for in their
research and how they use research to connect with
consumers. Through this intensive research practicum
focused on account planning, students will learn to
research consumers, competition and brands. Students
will use quantitative (such as online surveys) and
qualitative (such as focus groups, panel studies, oneonone interviews) methods to research consumers and
target audiences. Students will conduct competitive
market research on brands.
MASC 415 Advanced Video Journalism
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisites: MASC 363 and 367, both with
minimum grades of C. Corequisite: MASC 460.
Students learn advanced field shooting and editing
techniques as well as the inner workings of the
television studio, including studio camera operation,
advanced audio and video editing, visual storytelling,
and advanced camera techniques.
MASC 399 Empathy
MASC 425 Public Relations Research
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 204 with a minimum grade of C.
Focuses on managing client accounts, team
management, group dynamics, negotiating and
presentation skills. Students learn how to persuade
through understanding of others, including how to
make smarter decisions, spark innovation and solve
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 323 with a minimum grade of C.
For mass communications majors only. An
introduction to the role of research in public relations,
with primary emphasis on content analysis, focus
group, survey and communication audit methods and
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the evaluation of quantitative research data.
MASC 431 Digital Public Relations
MASC 436 Public Relations and Reputation
Management
Semester course; 1 lecture hour. 1 credit. Prerequisite:
MASC 323 minimum grade of C. For mass
communications majors only. Focuses on how to
maximize digital technologies to improve public
relations efforts. Focusing on both technique and
theory, students will learn some of the most in-demand
skills, including how to increase traffic at a website
and how to promote a product, event or company
online; media strategy, including digital press releases
and online news rooms; content syndication; digital
chat tours; online seminars; online newsletters; blogs;
and mobile phone applications.
Semester course; 1 lecture hour. 1 credit. Prerequisite:
MASC 323 minimum grade of C. For mass
communications majors only. Focuses on the
management skills needed to forge and maintain sound
organizational reputations. Drawing on case studies to
explore a variety of reputation management strategies,
students evaluate different ways of engaging with
stakeholders and of shaping their expectations and
perceptions. A simulation exercise is used to challenge
students to think strategically about managing
reputation and then to relate their insights to the work
environment.
MASC 432 Media Relations
Semester course; 1 lecture hour. 1 credit. Prerequisite:
MASC 323 with a minimum grade of C. Explains the
role of the news media, how they operate and the
unwritten rules that govern interaction with the news
media. Students will learn how to construct an
effective media relations strategy, how to be
interviewed with skill and assurance and how to
evaluate media relations within the organization's
public relations plan.
MASC 437 Public Relations and Integrated
Brand Promotion
Semester course; 1 lecture hour. 1 credit. Prerequisite:
MASC 323 minimum grade of C. For mass
communications majors only. Students learn the major
communications tools available to promote a brand
with its products or services, to target customers, and
the central role of public relations in the integrated
customer communication process. Through case
studies and a simulation, students develop strategic
solutions for brand promotion.
MASC 433 Public Relations and Special
Events
Semester course; 1 lecture hour. 1 credit. Prerequisite:
MASC 323 minimum grade of C. Students learn the
theory and organizational strategies of special events
as a function of public relations. Topics include client
consulting, objective setting, budgeting, sponsorships,
vendor negotiations and follow-up procedures.
MASC 438 Public Relations and Employee
Communication
Semester course; 1 lecture hour. 1 credit. Prerequisite:
MASC 323 with a minimum grade of C. For mass
communications majors only. Focuses on the tools to
communicate with employees, volunteers and special
organizational internal publics, and how those internal
messages are used to achieve the goals and objectives
of organizations. Students learn the theories of
organizational communication and the techniques used
to conduct an internal audit of the communication
climate in an organization.
MASC 434 Public Relations and Risk
Communication
Semester course; 1 lecture hour. 1 credit. Prerequisite:
MASC 323 minimum grade of C. For mass
communications majors only. Provides a framework of
principles, approaches and channels for the
communication of risk information to diverse publics.
Risk communication provides the opportunity to
understand the public's concerns related to risks
generated by organizations, to engage in a dialogue to
address differences and concerns, to carry out
appropriate actions that can reduce perceived risks and
to create a climate of participatory discourse to reduce
friction and increase harmony and mutuality. Risk
communication sectors include environment, medical,
public health, product recall and others.
MASC 439 Public Relations Campaigns
Semester course; 3 lecture hours. 3 credits.
Prerequisites: MASC 335 and 425, both with a
minimum grade of C. Application of public relations
theory and methods in the preparation of a plan for a
public relations campaign. Special attention to the
planning process including issues analysis, and
application of public relations and research methods.
MASC 450 Style
Semester course; 3 lecture hours. 3-3 credits.
Prerequisites: MASC 392 and 394, both with a
minimum grade of C. For mass communications
majors only. An advanced, intensive study of
advertising style, forming one's own sense of style and
the creative process. Emphasizing strategic and
creative development of advertising campaigns.
Students will conceptualize advertising campaigns,
execute digitally produced, comprehensive
advertisements and campaign materials, and assemble
a final portfolio. Culminates in a formal portfolio
review with professionals from the advertising
industry.
MASC 435 Public Relations and Crisis
Communication
Semester course; 1 lecture hour. 1 credit. Prerequisite:
MASC 323 with a minimum grade of C. Students learn
techniques for dealing with sudden and unexpected
situations that have a negative impact on organizations
and their images to key constituencies. Through case
studies and crisis simulation exercises, students
develop strategic solutions for crisis situations.
Students are provided with the insights, confidence
and practical expertise needed to manage the
consequences of a wide range of possible crises in
ways that maintain, or even enhance, their employer's
reputation.
MASC 451 Invention
Semester course; 3 lecture hours. 3 credits.
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Prerequisite: MASC 450 with a minimum grade of C.
For mass communications majors only. An advanced,
intensive study of inventiveness in the creative
process. Emphasis on strategic and creative
development of advertising campaigns that builds on
what students learned about advertising style in MASC
450. Prepares students for post-graduate work or study.
Students will conceptualize and produce advertising
campaigns and assemble a final portfolio. Culminates
in a formal portfolio review with professionals from
the advertising industry.
MASC 465 Newscasting
Semester course; 1 lecture and 4 laboratory hours. 3
credits. May be repeated once for a total of 6 credits.
Prerequisites: MASC 415 and 460, both with
minimum grade of C. Concentrates on developing onair
skills in radio and television studio and field
situations. Emphasizes journalistic principles in
delivery of news, public affairs, editorial and
interviews. Grammar, diction and broadcast writing are
stressed.
MASC 459 Judgment
Semester course; 3 lecture hours. 3 credits.
Prerequisites: MASC 398 and 399 and 6 additional
credits of MASC electives, all with minimum grades
of C). For mass communications majors only.
Application and demonstration of inspiration,
innovation, advertising knowledge and skills.
Designed to help students in the strategic concentration
compile a strong, comprehensive body of work used in
brand communications. Students will develop
competence in evaluating communication concepts,
market situations and client and agency concerns.
MASC 466 Television Studio Production
Semester course; 2 laboratory hours. 1 credit. May be
repeated for up to 3 credits. Prerequisite: MASC 203
or 204 with minimum grade of C. Instruction and
practice in basic television or studio production.
Supports the production of the television broadcast
journalism programming created by students within
the broadcast journalism concentration.
MASC 467 Nonprofit Project Development
MASC 460 Advanced Television
Newsgathering
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 323 minimum grade of C or 380
minimum grade of C. Students will be selected to work
with area nonprofit clients to create and produce a
wide variety of advertising and promotional materials.
Students will develop strategy, write creative briefs,
recruit teams to work with them during CreateAthon
onCampus (a 24-hour creative event held during
Spring Break), present work to clients and follow any
deliverables through production. Strong emphasis on
leadership and a commitment to working with
nonprofits.
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisites: MASC 363 and 367, both with
minimum grade of C. Corequisite: MASC 415.
Television news practicum. Using the university and
the city of Richmond as their classroom, students will
report, write and produce television and multimedia
news stories. Electronic newsgathering and editing
equipment will be utilized to create professionalcaliber
projects.
MASC 461 The Documentary
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisites: MASC 415 and 460, both with
minimum grade of C. An examination of documentary
concepts through analysis of radio, television and film
documentaries. The course will center on the
development, writing and production of a documentary
in the medium (audio or video) of the student's choice.
MASC 474/AFAM 474 Minorities and the
Mass Media
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 101 with a minimum grade of C.
Examines historical and contemporary issues
associated with the presence and portrayal of selected
minorities in/by mainstream mass media in the United
States. Primary emphasis is placed on the examination
of African- Americans and Hispanic-Americans.
Asian-Americans, Native Americans and women also
are covered.
MASC 462 Photojournalism
Semester course; 3 lecture hours. 3 credits.
Prerequisites: MASC 363 minimum grade of C and
367 minimum grade of C. Examination of theoretical,
technical and practical use of photography in
communications and reporting, along with theories and
legal guidelines of photojournalism. Training in news
photography (both still and video) and its application
in converged media. Students must have their own
manually operable 35 mm film or digital (minimum
3.2 megapixels) single lens reflex cameras with at least
a 50 mm lens or a zoom lens capable of 50 mm
shooting. Students will use departmental video
cameras.
MASC 475 Capital News Service
Semester course; 3 lecture hours. 3 credits.
Prerequisite: MASC 303 minimum grade of C. For
mass communications majors only. Capstone course
for print journalism students. Advanced journalism
students cover state government and politics, including
the Virginia General Assembly, the governor,
regulatory agencies and elections. Students produce
content for publication in statewide community
newspapers and other media. Strong emphasis on fastpaced
deadlines. This course may not be taken
simultaneously with MASC 403, MASC 404 or
MASC 496 without permission from the instructor.
MASC 463 Advanced Radio Newsgathering
Semester course; 3 lecture hours. 3 credits.
Prerequisites: MASC 363 minimum grade of C and
367 minimum grade of C. Radio practicum. Using the
university and city of Richmond as their classroom,
students will report, write and produce radio news
stories. Studio and remote equipment will be utilized
to create professional-caliber projects.
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with a minimum grade of C, and permission of
internship coordinator. Selected students will receive
on-the-job training under the supervision of an
instructor and the employer. Internships are available
in newspapers, magazines, public relations,
advertising, radio and television.
MASC 480 Touch
Semester course; 3 lecture hours. 3 credits.
Prerequisites: MASC 398 minimum grade of C and
399 minimum grade of C. For mass communications
majors only. Designing advertising strategies that
touch the target audience and engage them in the
brand. Students learn to understand the research, the
consumer, the competition and the client's brand so
that they can develop a strong communication strategy.
This is an advanced study of the strategic side of
advertising.
MASC 496 Mobile and Social Media
Journalism
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisites: MASC 303, 363 and 367, each
with minimum grade of C. Capstone course for printonline
journalism students. Integrates journalism skills
and concepts from previous writing and reporting
classes and adapts them to mobile and social media.
Students work in a newsroom environment to utilize
mobile devices and social media platforms to identify
compelling story ideas, effectively break news and
report on important news events and issues while
applying theories and concepts of online social
networking to journalism. Students develop their own
professional social media portfolios and build online
communities. This course may not be taken
simultaneously with MASC 403, MASC 404 or
MASC 475 without permission from the instructor.
MASC 481 Completeness
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisites: creative advertising
concentration: MASC 392 and 394, both with
minimum grade of C; strategic advertising
concentration: MASC 398 and 399, both with
minimum grade of C. For mass communications
majors only. Intensive study in the planning and
preparation of advertising campaigns. Students
develop complete advertising plans including research,
media and creative strategies, sales promotion plans
and merchandising plans.
MASC 485 Web Site Design
Semester course; 2 lecture and 2 laboratory hours. 3
credits. Prerequisite: MASC 300, 301 or 334 with a
minimum grade of C. Students will receive an
introduction to the processes, principles and tools of
website design, development and production. The
course will focus on the development of strong
interactive interfaces, animation, graphic images, text,
and functional site design and organization. In this
hands-on, computer-based course, students will design
and develop a comprehensive site and launch it to the
Internet. Increasing the students' knowledge of design
principles and technical skills with Web development
tools will be emphasized.
MASC 491 Topics in Communications
Semester course; variable hours. 1, 2 or 3 credits per
semester. May be repeated with different topics for a
maximum of 9 credits. Prerequisite: MASC 203 or
204, either with a minimum grade of C. An intensive
study of a specialized field of mass communications.
MASC 492 Independent Study
Semester course; variable hours. Variable credit.
Maximum of 3 credits per semester; maximum total of
6 credits for all independent study courses.
Prerequisite: MASC 203 or 204 with a minimum grade
of C. The course is designed for students who wish to
study subject matter not offered elsewhere in the mass
communications' curriculum.
MASC 493 Fieldwork/Internship
Semester course; variable hours. 1, 2 or 3 credits per
semester. May be repeated with different topics;
maximum total of 6 credits may be applied toward
graduation. Prerequisites: MASC 203 or 204, either
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