Professional Communication Major - Bachelor of Communication Studies
Overview
The major in Professional Communication gives students a strong foundation in writing, editing, research and rhetoric. Option courses allow students to specialize in strategic communication, editing and publishing, or technical communication.
Bachelor of Communication Studies
Faculty of Fine Arts and Communications
MacEwan.ca/CommunicationDegree
In our fast-paced world of evolving and conventional media, communication is key to interpersonal, organizational and career success. The Bachelor of Communication Studies program provides students with a solid foundation in the fundamental skills of critical thinking, writing, editing, and research. Common coursework for professional communication and journalism majors builds a foundation in language, composition, visual communication, communication theory, communication law and research methods, supported by a liberal arts framework. The courses in the majors offer depth, specialization, and choice. The minors provide additional scope and depth to your studies. The program offers many opportunities to integrate what you have learned in the classroom with real-life projects that engage the community and provide students with an enhanced learning experience. The field is forward-looking, and so is this program of studies.
Years 1 and 2 include common coursework for both professional communication and journalism majors that builds a foundation in language, composition, visual communication, communication theory, communication law, and research methods. Years 3 and 4 provide specialization in editing, strategic communication, technical communication or film studies (in the professional communication major), or in news gathering, digital media production, or film studies (in the journalism major).
Year 3 includes an ethical practice and portfolio course, followed by a professional field placement that includes BCSC 395 or BCSC 398. Students conclude year 4 with skills, experience and practical proof of their communication competency.
The Bachelor of Communication Studies program prepares students for strategic roles in business, traditional and new media, not-for-profit and public sector organizations: wherever clear, correct, and effective messages are valued. Confident in research methodology and contemporary communication theory, students are also ready for graduate studies in communication or a related field.
Career Potential
Graduates of MacEwan University’s Bachelor of Communication Studies will have competency in critical problem solving, global awareness and cultural sensitivity, creativity, information and research literacy, and ethical and professional practice. These competencies will bring career success in a variety of positions – writer, editor, researcher, journalist, reporter, marketer, client or community relations practitioner, communications advisor, communications coordinator, public information officer, producer, social media contact, reviewer, analyst, commentator – and in many roles that have yet to be created.
Technology Integration for Creative Learning (TICL)
On entering the second year of the Bachelor of Communication Studies program, students in the Journalism major will need to purchase a Mac laptop and necessary software identified by the program. For specifications, refer to the program website or contact an advisor.
Contact Information
Degree Requirements
| Program Element | Description | Credits |
|---|---|---|
| Core Requirements | Students complete 30 credits of Communication courses and 6 credits of English courses. | 36 |
| Breadth Requirements | Students complete 24 to 27 credits of breadth requirements, depending on their major and minor. | 24-27 |
| Major Requirements | Students complete 24 to 27 credits of required courses in their chosen major. The number of required courses varies by major. | 24-27 |
| Minor Requirements | Students complete 12 to 18 credits in their chosen minor. | 12-18 |
| Options | Students complete 15 to 21 credits of options, which vary by major and minor. | 15-21 |
| Total Credits | 120 |
Core Requirements
| Code | Title | Credits |
|---|---|---|
| BCSC 100 | Grammar and Composition Foundations | 3 |
| BCSC 101 | Interpersonal Communication | 3 |
| BCSC 102 | Introduction to Visual Communication | 3 |
| BCSC 200 | Communication Theory | 3 |
| BCSC 202 | Online Communication | 3 |
| BCSC 203 | Introduction to Research Methods | 3 |
| BCSC 302 | Online Content Production | 3 |
| BCSC 306 | Ethical Practice and Portfolio | 3 |
| BCSC 307 | Communication Law I | 3 |
| BCSC 411 | Advanced Research Methods | 3 |
| ENGL 102 | Analysis and Argument | 3 |
| Choose 3 credits of ENGL from the following: | 3 | |
| Approaches to Literature: Trends and Traditions | ||
| Approaches to Literature: Narrative Across Media | ||
| Approaches to Literature: Contemporary Literature and Culture | ||
| Total Credits | 36 | |
Course Substitutions
List of Course Substitutions
| Credit Earned in: | May Be Substituted for Credit in Program Course: |
|---|---|
| BCSC 301 | BCSC 307 |
| BCSC 433 | BCSC 412 |
| JOUR 106 | BCSC 210 |
| JOUR 108 or JOUR 156 | BCSC 313 |
| JOUR 150 | BCSC 211 |
| JOUR 152 | BCSC 320 |
| JOUR 154 | BCSC 323 |
| JOUR 155 | BCSC 424 |
| JOUR 251 | BCSC 311 |
| JOUR 257 | BCSC 423 |
| JOUR 258 | BCSC 325 |
| JOUR 259 | BCSC 398 |
| PROW 100 | BCSC 100 |
| PROW 102 | BCSC 282 |
| PROW 104 | BCSC 253 |
| PROW 115 | BCSC 203 |
| PROW 117 | BCSC 102 |
| PROW 135 | BCSC 215 |
| PROW 204 | BCSC 221 |
| PROW 205 | BCSC 301 or BCSC 307 |
| PROW 210 | BCSC 100 |
| PROW 211 | BCSC 100 |
| PROW 224 | BCSC 241 |
| PROW 226 | BCSC 340 |
| PROW 228 | BCSC 440 |
| PROW 235 | BCSC 260 |
| PROW 240 | BCSC 332 |
| PROW 250 | BCSC 216 |
| PROW 302 | BCSC 202 |
| PROW 304 | BCSC 326 |
| PROW 307 | BCSC 328 |
| PROW 308 | BCSC 223 |
| PROW 310 | BCSC 343 |
| PROW 315 | BCSC 331 |
| PROW 316 | BCSC 342 |
| PROW 317 | BCSC 352 |
| PROW 318 | BCSC 441 |
| PROW 330 | BCSC 432 |
| PROW 331 | BCSC 341 |
| PROW 335 | BCSC 360 |
| PROW 336 | BCSC 361 |
| PROW 337 | BCSC 362 |
| PROW 338 | BCSC 461 |
| PROW 343 | BCSC 310 |
Major Requirements
| Breadth Element | Description | Credits |
|---|---|---|
| Humanities | CLAS, CHIN, CRWR, ENGL (other than ENGL 102, ENGL 103, ENGL 104, ENGL 105), FREN, GERM, GREK, HUMN, HIST, NEHI, PHIL, JAPN, SPAN | 6 |
| Social Sciences | ANTH, ECON, GEND, INDG, POLS, PSYC, SOCI | 6 |
| Sciences | ASTR, BIOL, CHEM, CMPT, EASC, MATH, PHYS, PSYC, STAT, SUST 201, ZOOL, HLST 210 | 6 |
| Fine Arts/Performing Arts | AGAD, ARTE, CLAS (CLAS 252 or CLAS 353), CRWR, DESN, DRMA, MUSC, THAR, THPR | 6 |
| Code | Title | Credits |
|---|---|---|
| Major Requirements | Credits | |
| BCSC 204 | Foundations in Sustainability Communication | 3 |
| BCSC 215 | Proofreading and Copyediting | 3 |
| BCSC 216 | Professional Communication | 3 |
| BCSC 253 | Classical and Modern Rhetoric | 3 |
| BCSC 310 | Strategic Communication Planning | 3 |
| BCSC 395 | Professional Field Placement and Practice | 3 |
| BCSC 400 | Intercultural Communication | 3 |
| BCSC 418 | Organizational Communication Theory | 3 |
| Minor Requirements | ||
| Students complete 18 credits from their chosen minor. The specific minor requirements are listed below. | 18 | |
| Major Options | ||
| Students choose 18 credits of major options. | 18 | |
| Breadth Requirements | ||
| Students choose 24 breadth requirements from the following categories: 6 credits from Humanities, 6 credits from Social Sciences, 6 credits from Sciences, and 6 credits from Fine Arts/Performing Arts. A minimum of 9 credits must be at the senior level. | 24 | |
| Total | 84 | |
Minor Requirements
Digital Experience Design Minor
The Digital Experience Design minor is a competitive minor. Students will need to have completed or be enrolled in DESN 240 before declaring a DXD Minor. The program consists of 18 non-duplicative credits. Courses used for DXD minor cannot be used to fulfill other major or minor requirements.
| Code | Title | Credits |
|---|---|---|
| Minor Requirements | ||
| DESN 240 | Introduction to Digital Experience Design | 3 |
| DESN 342 | Digital Experience Design Theory, Methods, and Issues | 3 |
| DESN 344 | Interaction Design I | 3 |
| DESN 442 | Information Architecture | 3 |
| Minor Options | ||
| Choose 6 credits from the following: | 6 | |
| Web Design & Development I | ||
| Web Design & Development II | ||
| Interaction Design II | ||
| Interaction Design III | ||
| Total Credits | 18 | |
Film Minor
| Code | Title | Credits |
|---|---|---|
| Minor Requirements | ||
| Choose 3 credits from the following: | 3 | |
| Introduction to Film Studies and Narrative | ||
or ENGL 288 | Introduction to Film Narrative | |
| Minor Options | ||
| Choose 15 credits from the following: 1 | 15 | |
| Documentary Film Principles and Practices | ||
| Introduction to Screenwriting | ||
| Popular Culture and Film Studies: Film Noir | ||
| Popular Culture and Film Studies: Science Fiction | ||
| Documentary Screenwriting | ||
| Classics and Film: Classical Reception in the Cinema | ||
| Studies in Screen Narrative | ||
| Studies in Film Adaptation | ||
| Topics in Film Studies | ||
| Scoring for Film and Other Visual Media | ||
| Philosophy of Film | ||
| Contemporary Spanish and Latin American Films | ||
| Magical Realism, Subversion and Sexuality in Hispanic Films and Literature | ||
| Total Credits | 18 | |
¹ Year to year different topics courses may be permitted for use towards the 15-credit requirement. These courses include BCSC 426, CRWR 404, ENGL 219, ENGL 364, ENGL 368, ENGL 382, ENGL 391, ENGL 398, ENGL 401, ENGL 489, ENGL 498, MUSC 424, and MUSC 427. Please refer to the Film Minor webpage for more information.
Graphic Design
| Code | Title | Credits |
|---|---|---|
| The Graphic Design minor is a competitive minor that consists of 18, non-duplicative credits. Courses used for Graphic Design minor cannot be used to fulfill other major or minor requirements. | ||
| The following 4 courses are required: | ||
| DESN 110 | Design Studio I: Visual Organization, Composition and Visual Language | 3 |
| DESN 120 | Design Software I | 3 |
| DESN 131 | Typography I | 3 |
| DESN 203 | Concept Visualization | 3 |
| Students also choose 2 from the following options: | ||
| DESN 150 | Image Structure and Meaning | 3 |
| DESN 171 | History of Visual Communication Design | 3 |
| DESN 205 | Design Studio II: Process, Audience, and Context | 3 |
| DESN 220 | Design Software II | 3 |
| DESN 250 | Introduction to Photography | 3 |
| DESN 260 | Introduction to Video | 3 |
Journalism Minor
| Code | Title | Credits |
|---|---|---|
| Minor Requirements | ||
| BCSC 201 | Foundations of Journalism | 3 |
| BCSC 210 | Introduction to News Reporting | 3 |
| BCSC 313 | Intermediate News Reporting | 3 |
| BCSC 322 | Interviewing Techniques 1 | 3 |
| Minor Options | ||
| Choose 6 credits from the following: | 6 | |
| News, Media and Democracy: Understanding Information in the 21st-Century | ||
| Photojournalism | ||
| Online News Reporting: Journalism in the Digital Age | ||
| Reporting on Canadian Politics | ||
| Total Credits | 18 | |
Major Options
Students choose options from the list below. Options may not be offered every year and are subject to space availability. If courses are required by a specific minor, they cannot also be used as options.
Professional Communication Major Options
| Code | Title | Credits |
|---|---|---|
| BCSC 205 | Introduction to Film Studies and Narrative | 3 |
| BCSC 207 | Documentary Film Principles and Practices | 3 |
| BCSC 221 | Writing to be Heard | 3 |
| BCSC 223 | Introduction to Screenwriting | 3 |
| BCSC 241 | Introduction to Technical Communication | 3 |
| BCSC 260 | Substantive and Structural Editing | 3 |
| BCSC 282 | Short Written Forms | 3 |
| BCSC 303 | Popular Culture and Film Studies: Film Noir | 3 |
| BCSC 305 | Popular Culture and Film Studies: Science Fiction | 3 |
| BCSC 308 | Communication Law II | 3 |
| BCSC 322 | Interviewing Techniques | 3 |
| BCSC 326 | Rhetoric of Popular Culture | 3 |
| BCSC 328 | Documentary Screenwriting | 3 |
| BCSC 330 | Intermediate Strategic Communication | 3 |
| BCSC 331 | Corporate Narrative | 3 |
| BCSC 332 | Writing and Publishing Prose I | 3 |
| BCSC 340 | Technical Communication for Digital Applications | 3 |
| BCSC 341 | Literary Journalism | 3 |
| BCSC 342 | Writing for Periodicals | 3 |
| BCSC 343 | Introducing Creative Nonfiction | 3 |
| BCSC 352 | The Media and the Message | 3 |
| BCSC 360 | Magazine Editing | 3 |
| BCSC 361 | Book Editing | 3 |
| BCSC 362 | Print Culture Studies | 3 |
| BCSC 365 | Editing and Publishing Poetry | 3 |
| BCSC 379 | Public Affairs Data Journalism | 3 |
| BCSC 380 | Independent Study in Communications | 3 |
| BCSC 430 | Advanced Strategic Communication | 3 |
| BCSC 431 | Advanced Seminar in Strategic Communication | 3 |
| BCSC 432 | Writing and Publishing Prose II | 3 |
| BCSC 440 | Technical Communication: Safety Standards and Policies | 3 |
| BCSC 441 | Technical Communication for Policy Writing | 3 |
| BCSC 452 | Advanced Seminar in Technical Communication | 3 |
| BCSC 461 | Production Editing and Publication Management | 3 |
| BCSC 462 | Advanced Seminar in Editing and Publishing | 3 |
| BCSC 480 | Advanced Independent Study in Communications | 3 |
| BCSC 499 | Innovation and Entrepreneurship: New Ventures in Digital Media | 3 |
Degree Regulations
Students are strongly encouraged to seek advice from a faculty or university advisor about fulfilling these degree requirements.
Declaration of a Major and a Minor
Students declare their major and minor at the time of application. Students may redeclare their major and minor if required. Students are advised to redeclare by the time they have completed 45 credits or earlier. Students are advised to seek advice from the Academic Advisor before redeclaring their major and minor.
Breadth Requirement
Students in the Professional Communication major complete 24 credits of baccalaureate-level courses and students in the Journalism major complete 24 to 27 credits of baccalaureate-level courses, as outlined in the Program of Study. A minimum of nine credits must be at the senior level in each major.
Core Field Placement Requirements
All program students must successfully complete a field placement component to their Program of Study.
Journalism major students will complete BCSC 398, which is a three-credit, full-time or part-time 180-hour field placement, after successfully completing at least 84 out of 120 credits required for the degree, as well as BCSC 327 Online News Reporting. It is highly recommended, but not required, for journalism students to also complete BCSC 412 Advanced News Reporting.
Professional Communication major students will complete BCSC 395 Professional Field Placement and Practice, which is a three-credit, full-time or part-time 250-hour field placement with an academic course component, after successfully completing at least 84 out of 120 credits required for the degree.
The program will assist students in finding field placement opportunities; however, students are ultimately responsible for securing their own work placements, and all placements must be approved by the program. Students must comply with the Workplace Integrated Learning Policy regarding their field placement.
Junior- and Senior-Level Courses
Courses numbered from 100 to 199 are considered junior level and courses numbered from 200 to 499 are considered senior level.
Senior-Level Coursework Requirements
A minimum of 72 credits of the total 120 program credits must be at the senior level. Additional courses at the 100-level will be declared extra to the 120 credits required to complete the degree and will not be counted toward fulfilment of graduation requirements.
Option Requirements
Students are required to complete between 15 and 21 credits of major options. Students in the Professional Communication major complete 15 to 21 credits of major options, depending on their chosen minor, and students in the Journalism major complete 18 credits of major options. Students must select from a list of BCSC option courses designed for each major and minor. Not all option courses are offered each term or year. These courses must be at the baccalaureate level.
Graduation Requirements
Graduation requirements are governed by the date on which students declare their major and minor. Students who declare their major and minor up to and including February 15 are bound by the requirements of the current academic year. Those students who declare after February 15 are bound by the programs of study and degree requirements of the upcoming calendar year published in the academic calendar.
Progression of Studies
Students are responsible for ensuring they fulfill the prerequisite and/or co-requisite requirements of courses taken to complete the Bachelor of Communication Studies.
Minimum Transfer Grade for Credit
A minimum grade of D is required for any transfer credit granted for the program. Courses in the Program of Study require a minimum grade of C- when the course is used as a prerequisite. Transfer credit decisions are final and cannot be appealed (See Policies C2030 and E3103).
Program Learning Outcomes
- Demonstrate a critical understanding of the discourses of communication and cultural studies.
- Employ research strategies to gather, evaluate, and integrate information into communication formats.
- Develop a sustained argument using appropriate rhetorical strategies and use generative and organizational heuristics to achieve clarity, precision, and coherence in all communication.
- Demonstrate effective decision making.
- Create original work that benefits from peer editing and the conscious integration of creative strategies.
- Communicate effectively, reliably, and accurately—orally, in print, and online—to a variety of audiences.
- Apply ethical frameworks and codes against which to evaluate personal judgments, moral reasoning, and best practice, including those related particularly to research, editing, journalistic standards, professional communication, and publishing.
- Demonstrate knowledge of ethical practice through analysis issues such as fairness, truth, and responsibility.
- Demonstrate an informed understanding of the social consequences resulting from the widespread use of information, communication technologies, and media convergence.
- Study and demonstrate an understanding of best practice as a communication professional and professional journalist through a critical self-evaluation of individual competency and the formulation of an individual professional development plan to address this constructive self-analysis.
- Demonstrate initiative, personal responsibility, accountability, academic integrity, and social responsibility.
- Work collaboratively with others.
Professional Communication Major Learning Outcomes
- Use classical and modern rhetorical principles to assess the effectiveness of arguments and messages in their historical, cultural, political, and communication contexts, and to produce logical and compelling original arguments.
- Use tactical tools to produce and edit a variety of engaging messages in audio, visual, and written formats, in both print and digital media.
- Use strategic analysis to craft targeted messages and select appropriate media to serve a variety of prioritized audiences.
- Analyze and evaluate the impact of intercultural, legal, technological, and epistemological influences on individuals and diverse social groups and debate key issues and controversies in the discourses of communication, technology, and media studies.
- Build on foundational research methods and information literacy principles to a more advanced level so as to generate, interpret, and integrate qualitative and quantitative research from both primary and secondary sources into communication.
- Continue to build awareness and demonstration of the standards of professionalism and ethical practice required of professional communicators in civil society: self-awareness and initiative, interpersonal and intercultural communication, collaboration, organizational behaviour, and ethical practice.
Admission Requirements
Applicants may be admitted to one of the following:
Regular Admission
To be evaluated through the Office of the University Registrar
Applicants must have a minimum overall average of 65 percent, with no course grade lower than 50 percent, in the following high school courses:
- ELA 30-1
- Four subjects from Group A, B, C, or D
Notes:
- Applicants are strongly encouraged to present a broad range of subjects in order to benefit from the breadth of learning and to increase flexibility of future program and course choices.
- A maximum of two Group B subjects may be presented; they must be from different disciplines.
- A maximum of one Group D subject may be presented. Group D subjects used for admission must be 5-credit or any credit combination of at least 5 credits (e.g., two 3-credit subjects).
Applicants with nine or more university-level credits must also present a minimum Admission Grade Point Average (AGPA) of 2.0 on a 4.0 scale.
Mature Admission
To be evaluated through the Office of the University Registrar
Applicants must be 20 years of age or older and have been out of full-time high school at least one year by the beginning of the intake term. Applicants must have the following:
- ELA 30-1 with a minimum grade of 65 per cent (or equivalent)
OR
- Six credits of university-level English with a minimum grade of C-
Applicants with nine or more university-level credits must also present a minimum Admission Grade Point Average (AGPA) of 2.0 on a 4.0 scale.
Previous Post-Secondary Work
To be evaluated through the Office of the University Registrar
Admission in this category does not imply or guarantee the transfer of any coursework and/or credential unless a block transfer agreement (internal or external) is in effect and published in the calendar by the Office of the University Registrar. In addition, transfer of coursework does not imply or guarantee that an applicant will be admitted.
Applicants must have successfully completed the following from a recognized institution:
- A minimum of 24 credits of university-level credits with a minimum Admission Grade Point Average (AGPA) of 2.0 on a 4.0 scale and must have completed the required core courses listed under the Regular Admission category.
Additional Admission Criteria
All applicants must meet the following:
1. English Language Proficiency
To be evaluated through the Office of the University Registrar
Applicable to All Admission Categories
All applicants must meet an acceptable level of English language proficiency. We will require official documents such as high school or post-secondary transcripts or proof of successful completion of standardized language evaluation. Full details are available in MacEwan University’s academic calendar or online at MacEwan.ca/ELP.