Bachelor of Communication

The Department of Communication at the Colleges of Applied Sciences, offer both insightful academic study of the media and preparation for professional careers in print, broadcasting, new media, advertising, and public relations.

As His Majesty Sultan Qaboos Bin Said stated, "...diverse science and arts programs are needed in the country which meet the requirements of the labor market, which is the ultimate melting pot that absorbs the output of educational institutions." (14.11.2006).

Respecting these words, our teaching aims to enhance critical awareness of communication's role in an increasingly global society. Using both humanistic and social scientific approaches, we focus on six inter-related areas: communication and culture, communication technology and society, international communication, political communication, rhetoric and critical studies and social interaction. Faculty, staff and students work across these domains to cultivate a collaborative and inclusive scholarly community.

At the graduate level, the Department presents students with an integrated curriculum founded upon principles of intellectual and cultural pluralism, interdisciplinary, innovation through collaboration. The undergraduate study develops communication literacy, teaches important theories and concepts.

The following programs of study are offered by the Centre and Co-centres of Specialization at Nizwa and Salalah and Sur respectively:
Digital Media major
International Communication major
Journalism major
Media Management major
Public Relations major
There are future plans to include Advertising major as one of the options to choose from, for the budding media professionals.
Glimpse in to the Majors offered at the CAS (in Centers of Specialization)

Digital Media

The CAS in Oman is the pioneer in offering this course to students in this region.

This course explores the practical and conceptual competencies in the production of interactive media, which includes the production of text, audio, still and moving image, and their assembly into an interactive media piece across several delivery modes. The students will be prepared to critically assess ‘interactivity' and ‘interface' in relation to new media forms with a special focus on budgeting, time frames and project management.

International Communication

This course introduces debates on the impact of media on culture and identity, globalization on media forms, how organizations shape individual and social identity, and so on. The students will learn how to evaluate the functions, uses and ethical framework of broadcast journalism in an international context. They will examine the development of digital technologies and the issues affecting journalists that arises from new media forms like blogging and online news media in New Media Journalism.

Journalism

Journalism major will delve in to the principles and theory informing the current journalism practices, emphasizing the basic journalism skills and formats such as structuring and developing content, researching and writing news stories for appropriate target audiences. The students will also be exposed to skills of Public Relations Communication, news reporting, Public Affairs reporting and also editing and designing newspaper pages including graphics, photos and headlines.

Media Management

Explores the study of creative industries in the global context, delivering specific knowledge about the broad policy environment in which Omani communications industry works, and how this knowledge can be applied to the management, marketing and development of production for national and global markets. The students will also probe the organizational structure and behavior, cultural policy analysis, issues in cross-cultural communication, and human resource communication. This course will develop the ability to create and maintain vision, direction and motivation, cope with inevitable setbacks and meet goals creatively and effectively within the context of creative projects and the creative industries.

Public Relations

will examine the theory, principles of PR with specific emphasis on common issues of business communication, by introducing key concepts of audience analysis, strategic planning and decision-making within the context of events management, marketing, advertising and the media. The students would also explore the organizational communication and communication strategies from a business-oriented standpoint. Human Resource Communication is also a part of this course which will deal with issues of employment and industrial relations, employer and employee rights, and so on.

Background and rationale

The BCS degree was the first communications degree introduced in New Zealand and has been an outstanding success in the fifteen years since it started. It brought together the expertise from one of the country's oldest journalism schools and a school of public relations and business communications.

Attributes and Skills of Graduates

Diploma graduates having successfully completed the foundation year and the first two years of the degree, have knowledge of the scope and nature of the disciplines within their chosen field, the major issues within the field, and an understanding of the principles and theories associated with that field. They have computer literacy that enables them to use standard computer applications and to access and analyze information from the World Wide Web using common search engines. Their English language capabilities include an operational command of the English language for reading, speaking and listening with an ability to cope with overall meaning in most situations and to handle basic communication in English in their chosen field. They can use a range of established methods to solve clearly defined problems and to draw conclusions based on valid evidence.

Degree graduates have a comprehensive knowledge of their chosen field and can systematically gather, analyze, and interpret data from a variety of sources. They can manage their own learning, and are equipped to keep up to date with new developments. They are adaptable and able to learn quickly how to make sound judgments and to take the initiative to resolve problems and develop sound arguments and solutions. Their English language capabilities include a good command of the language, an ability to handle complex English in their chosen field, and to understand detailed reasoning. They are equipped with a degree that has been benchmarked against that of a reputable international university and that will allow admission to postgraduate studies in quality universities throughout the world.

Graduates from the BCS are expected to:

• Have the fundamental knowledge and experience in communication that will enable them to be practicing professionals in the industry
• Develop mastery of a major field of study that will enable them to contribute to the economic and cultural development of their country.
• Develop and maintain technological competence to internationally recognized standards
• Be equipped with superior communication skills, professional competence and leadership skills within an environment that nurtures ethical behavior.
• Be able to pursue self-learning and personal development experiences through a rigorous study program, and participation in problem-solving scenarios.
• Be able to respond creatively to client requirements and demonstrate innovative ways to meet their needs.
• Demonstrate ability to analyze communication problems and synthesize creative solutions for them.
• Respond creatively to the social, cultural and economic needs of the community.
• Practice in accordance with professional and ethical responsibility.
• Demonstrate the ability to communicate effectively
• Critically evaluate their own performance and the work of other scholars, practitioners and communications professionals

Career opportunities

Employment opportunities for graduates are vast in both the private and public sectors.

Digital Media

website editing and writing, technical communication

International Communications

International communication encompasses a wide variety of job categories across many different disciplines. International communicators support the international efforts of governments and industries. In addition, international communicators must also be aware of cultural differences and language barriers and must possess the ability to communicate effectively in light of these differences.
IC graduates are working in the areas of Journalism, Broadcasting, Diplomacy, Public Relations, Research and Management variously in Media, NGOs, Government and Corporations

Journalism

They can find employment with newspapers, periodicals and magazines, central information service, press information bureau, websites, TV channels . At the same time they can do freelancing. One can also take up this career as a part time employment along with any other field of work. Career Options in Journalism :Journalists can work as editors, reporters, columnists, correspondents, staff or freelance writer, photojournalists, proofreaders, news analysts etc. in print (newspapers and magazines) and electronic (Radio, Television and Web) media.

Public Relations

Public relation officers can find employment in the corporate sector, public sector, government agencies, tourist agencies, hotels, banks and other financial institutions, private consultancy firms etc. Nowadays they can find work even with individuals like political figures, models and film stars who want their pictures, profiles and interviews published in magazines and need agents who can do the work for them so as to have a image in front of general public.
Public relations specialists handle organizational functions such as media, community, consumer, and governmental relations; political campaigns; interest-group representation; conflict mediation; or employee and investor relations. However, public relations is not only "telling the organization's story." Understanding the attitudes and concerns of consumers, employees, and various other groups is also a vital part of the job. To improve communications, public relations specialists establish and maintain cooperative relationships with representatives of community, consumer, employee, and public interest groups and those in print and broadcast journalism.

Informing the general public, interest groups, and stockholders of an organization's policies, activities, and accomplishments is an important part of a public relations specialist's job. Their work keeps management aware of public attitudes and concerns of the many groups and organizations with which they must deal.
Public relations specialists prepare press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. Sometimes the subject is an organization and its policies towards its employees or its role in the community. Often the subject is a public issue, such as health, nutrition, energy, or the environment.
Public relations specialists also arrange and conduct programs for contact between organization representatives and the public. For example, they set up speaking engagements and often prepare speeches for company officials. These specialists represent employers at community projects; make film, slide, or other visual presentations at meetings and school assemblies; and plan conventions. In addition, they are responsible for preparing annual reports and writing proposals for various projects.

In government, public relations specialists-who may be called press secretaries, information officers, public affairs specialists, or communications specialists-keep the public informed about the activities of government agencies and officials. For example, public affairs specialists in the Department of Energy keep the public informed about the proposed lease of offshore land for oil exploration. A press secretary for a member of Congress keeps constituents aware of their elected representatives accomplishments.
In large organizations, the key public relations executive, who is often a vice president, may develop overall plans and policies with other executives. In addition, public relations departments employ public relations specialists to write, do research, prepare materials, maintain contacts, and respond to inquiries.
People who handle publicity for an individual or who direct public relations for a small organization may deal with all aspects of the job. They contact people, plan and do research, and prepare material for distribution.

Media Management

communication management

Diploma graduates

should have sufficient background to enter any of these fields at a lower level which does not require the more advanced knowledge and skills expected of degree graduates.

Completion Requirements

To complete the degree, students must accumulate 120 credit points at each of the four years of the programme, i.e. 480 credit points in total.

To complete the Diploma, students must complete 120 credit points at each of years and two of the programme, i.e. 240 credit points in total.

Distinctive features of delivery

The degree combines a rigorous understanding of the theories of communication, studies of the social contexts, and practical project and work-based studies working beside communications professionals.

The first two years of the four year programme contain a fairly common ( Core) set of courses providing the basis for all communication modes and establishing the platform from which students can chose their own future majors and specializations.

In the final year, all students engage outside of the colleges to undertake a practicum which is evaluated and assessed both by the college staff and the industry professionals concerned.

Degree Plan

Digital Media major
International Communication major
Journalism major
Media Management major
Public Relations major