The Department of Journalism and Communication proposes to introduce a Master of Strategic Communication (MASC) with effect from the academic year 2022/2023. This programme has been designed to develop competencies across a spectrum of areas relevant to communication which include public relations, corporate communication, integrated marketing communication, and development communication. This programme has been conceived as a result of the ever-increasing demand for advanced training in the aforementioned areas of strategic communication.
The MASC is a graduate degree programme that will focus on preparing students interested in professional growth and advancement in the area of strategic communication. The curriculum is designed to equip students with functional knowledge, theoryand evidence-based communication management practices based on the trends and needs in the communication industry. The programme willdevelop students’ understanding, and equip them with skills and methods needed to work in public relations, corporate communication, integrated marketing communication, and development communication – at an advanced level.
From the Department’s inception, training at graduate level has majorly focused on print and broadcast journalism. Therefore, in offering this programme, the Department aims to achieve greater contribution and focused attention to the critical and vibrant field of strategic communication, whose practice today has a strong bearing on key aspects of human and social development.
The overarching objectives of the MASC programme are six-fold;
To expand students’ theoretical and practical knowledge of strategic communication and related skills.
To provide students with the qualifications needed to carry out scientific research.
To enable practitioners in media, communication and other related fields refine their knowledge and skills in their areas of specialization as well as make connections between communication theory and practice.
To provide students with the qualifications needed to undertake relevant functions of strategic communication at a strategic and/or operational level in private or public companies, organizations and institutions, based on the knowledge, intellectual abilities and skills acquired.
To enlarge the cadre of people with the knowledge and skills to engage in academic inquiry, research, publication, critique and/or teaching in the fast-growing field of strategic communication.
To prepare students to cope with the rapid changes in technology and practice in the field of strategic communication.
Not specified in the source prospectus.
Employment prospects for studentsafter the M.A Strategic Communication are excellent. Strategic communication has gained significant popularity and relevance in today’s career world. Thisprogramme puts emphasis on the current and changing trends in the communication world to allow students to connect well with ongoing and future demands in the industry. Thus, the programme prepares students for a variety of jobs in the wide scope of strategic and social change communication. More specifically, students who complete this programme will be ready to earn employment in these jobs: communication policy consultant, communication manager, public relations director, communication researcher, academic employee, corporate affairs manager, communication officers, advertising account managers, health educator, health communication planner, media planner, special event manager, social media content creator and manager among others.
The Master Strategic Communication will be a full-time programme and will run as will be determined by the University from time to time.The approach to teaching will be blended, which will combine traditional face-to-face methods of teaching with electronic and online learning methods, particularly via the Makerere University E-learning Environment (MUELE) and other online tools as will be necessary.In addition, blended learning will include a range of instruction formats that will focus on practical and out-of-class tasks and learning assignments. The M.A in Strategic Communication is offered by coursework, examination and dissertation or Project Report.
The Master of Strategic Communication targets two types of people. It targets those who are interested in advanced knowledge and skills to enhance professional practice in the fields of Public Relations, Advertising, Development Communication/Social Change Communication, Corporate Communication, Integrated Marketing Communication etc. It also targets those interested in the study of Media/Communication with special emphasis on theory, and research. It is envisaged that the latter set of individuals will be interested in pursuing doctoral studies, and taking up academic or research careers after successfully completing their MA in Strategic Communication.
The MASC programme will admit privately-sponsored students and will run for two years over two academic years, that is, four semesters of 17 weeks each as laid out in the university academic calendar. Tuition will take 15 weeks and the last 2 weeks of the semester will be for examinations, except for progressive assessment courses. At the beginning of the second semester in the first year, every student will be allocated a research or project supervisor. The course will run with the following two options.
For the academic track: two semesters of coursework and a full year of research and dissertation writing (Plan A)
For professional tracks: Three semesters of coursework and one semester of Project Report writing (Plan B).
The MA in Strategic Communication will be financially self-sustaining. The course has been costed at Shs5,000,000 per annum for Ugandans and students from East Africa, and Shs.7,000,000 per annum for students from outside East Africa. This amount covers only tuition. In addition, students will be expected to cover other expenses including registration, library, examination and research. The fees are subject to change when need arises.
The MA in Strategic Communication will be open to applicants who meet one of the following conditions:
A Bachelor’s degree (with Honours) in Mass Communication, Journalism, Media Studies, Public Relations or Communication Studies from a recognized university.
A first degree in any field and a good post-graduate diploma in Mass Communication, Journalism, Public Relations or Communication Studies from a recognised university.
A bachelor’s degree (with Honours) in the Arts, Social Sciences or Natural Sciences from a recognized university with at least 2 years proven working experience in the media industry or communication field.