What's communication? Elements of communication, Forms & Types of communication, Importance of communication, Process of communication, Models of communication, What's message? Characteristics of message ,Effects of communication, Communication and culture, Effective communication, Obstacles in communication, Media of Mass communication, Telegraph, Telephone ,Emergence of mass media, Print media as a medium of mass communication, Effects of printing press, Renaissance, Industrialization, Mass circulation press, Effects on society, Rules and regulations on print media, Management issues, Film as a medium of mass communication, Propaganda – First and Second World Wars Radio as a medium of mass communication, Development of radio, Television as a medium of mass communication, Effects of TV on society, Television in Pakistan, Public Relations Advertising, Theories of Mass Communication, Globalization of media, Consolidation and convergence of media, Mass communication in the present era, New media and democracy.

Communication, Levels of Communication, Interpersonal Communication, Communication in the Organization, Communication Destination, Listening, Improving your Listening Skills, Nonverbal Communication, Barriers to Communication, Overcoming Communication Barriers, Speech, Selecting a Topic, Thesis Statement, Introduction of the speech, Body of Speech, Modes of Delivery, Strategic Oral Delivery, Making a Good Speech, Handling Questions and Answers, Responding Questions and Answers, Significance of the Setting, Visual Aids, Group Communication, Elements of Effective Written Communication , Preparing for Effective Business Writing, Parts of Business Letter, Direct Request- Letters, Good Newsletters, Disappointing Newsletters, Writing Persuasive Message, Writing Resumes.

Evolution of mass media, Print media in the sub-continent, Mass media after independence & ayub khan’s era, Role of Pakistani mass media in Ayub Khan’s era, Changes in mass media in Ayub’s era and its impacts, Role of mass media in general Yahya’s era and its result, Expected role of mass media in crisis of 1971, Mass media after the crisis of 1971, Mass media in the era of 1977 to 1988, Mass media in the era of 1988 to 1999, Pakistan towards press freedom, Role of print media after 2000, Print media in Pakistan, Newspaper Content, New trends of journalism in Pakistan, Magazine journalism, News agency, Press and government, State of media in different societies, Radio broadcasting, Radio in Pakistan, Radio and development communication, Loud speakers, Audio cassettes & tape recorders, Television and VCR, Pakistan television, Impact of television on society, War and television, Regulation of television, Effects of global culture on our culture, Motion picture/ film, Pakistan film industry, Computer – a medium of mass communication, Importance of mass media, Effect of other organizations on mass media and its performance.

Introduction to journalistic writings, Why writing skills are viewed as crucial, Writer as a communicator,Difference between speaking and writing, Qualities and the concerns of a good writer, Qualities of good writing, Principles of effective and meaningful writing, Journalistic Writing Process: Inventing and Collecting, Organizing, Drafting, Revising, and Proofreading, Journalist’s Word Choices, Dictionary – a Writer’s Language Tool, Grammatical Sentence: Parts of speech, Basic clause pattern, Active and Passive voices, Modifiers, Sentence types, Reported speech, Subject verb agreement, Problems with pronouns, Adjective and adverbs, sentence fragments, comma splices and fused sentences, An effective sentence: Unity, Coherence, Emphasis, Parallelism, needed words, Shifts, Choppy sentences, Sentence variety, Style – Guidelines and Pitfalls, Paragraph writing: Unity, coherence and development in a paragraph, Simple listing paragraphs, Time-order paragraphs; spatial order paragraphs; multiple composition paragraph, Essay writing: Essay and High Impact Language, Signal Words (transitions) for text’s organizational structure, The writing styles: Expository and report writing, Descriptive and narrative writing, Persuasive writing, Research writing and documenting sources – APA and MLA, Summarizing and Précis writing, Punctuation, Mechanics, Reading skills for writers, The language of newspapers, The language of newspapers, News writing, Editorial Writing, Feature Writing, Column writing, Article writing, Writing Analysis, Writing letters to editors, Broadcast and Web news writing, Writing press release, reviews and obituaries, The art of interviews.

An Introduction to News, News and journalism, Categories of News, Components of news, News values, Elements of News, News Sources, Reporting, Types of reporting, Professional and ethical standards, Interviewing, Lead Journalistic Style Winning reader’s confidence, Keeping up-to-date, Reporting Beats, Introduction to Sub-Editing, Role and Duties of Sub Editor, Part of speech, Abbreviation, Capitals, Active/Passive Voice, Figures, Italics, Punctuation, Clichés and Journalese, Collective Nouns, Danglers, Confusables, Numbers, Measures, Names, Titles, Words/Importance of words, Editing Tips, Writing Headline Layout, pictures and Caption , Words operation and practice, News Room, Terminologies

Introduction & Brief History ,How Does PR Work, Publics of PR, Planning, Public Relations Programmes, Medias of PR, Press Relations in PR, Special Uses of Public Relations, Budgeting in PR, Public Relations Problems, Methods of Communication, PR in Various Organizations, PR in Labor Unions & Religious Groups, PR in Educational Institutions & in Media Channels, Using Advertising for PR Communication, Role of Public Relations in Marketing, Public Relations and Corporate Structure, E-PR & its Tools, Sponsorship—An Important PR Tool, House Journals, Crisis Management In PR, Advertising in PR, International Public Relations, Public Relations Consultancy, Public Relation’s Role in Market Education, Modern Day Values of PR, Choice of Media For PR Campaign, PR Techniques, Designing PR Campaigns, Public Opinion, Public Relations and Research, Persuasion & Communication Theories, Communication Concepts & Theories, Public Relations & Law, Public Relations & Case Studies, PR And Printing Processes, Public Speaking -- A PR Tool, PR -- Coping With Unexpected

The unique nature of Pakistani nation-state, Pakistan the first 11 year 1947-1958, From new hopes to shattered dreams: 1958-1971, Renewing Pakistan: 1971-2005, The constitution of Pakistan, The political system of Pakistan, The election commission of Pakistan, Political groupings and alliances: issues and perspectives, The legislative process and interest groups, The population, education and economic dimensions of Pakistan, The national environment policy 2005,The children of Pakistan, The health sector of Pakistan, NGO’S and development, The information sector of Pakistan, Media as elements of national power, One globe: many worlds, The United Nations, Millennium development goals, The globalization: threats and responses, WTO, The European Union, Regional pacts, The Pakistan—India relationship, Dimensions of terrorism, Pakistan’s foreign policy, Globalization of media, Indigenization of media, Balancing public, interest and commercial interests, Citizens’ media and citizens’ media dialogue, Citizen media rights and responsibilities, Citizen participation in public service broadcasting, Media in the 21st century.

History of Broadcast, Classification of Programs, Current Affairs Programs, Types of Outdoor Broadcasting, Curtain Raiser, Radio Feature, Musical Programs of Radio, Radio Documentary, Disc Jockey, Voice in Broadcasting, Noise, Studio, Radio Drama, Advertisements -Income Generation, Advertiser’s Approach, FM - a new generation in Broadcasting, Microphone to Transmitter, Script Writing for Radio Broadcast, Interactive Broadcasting, History of Television, Pakistan Television (PTV) Broadcasting Laws, Replicas of Radio Broadcast, News Script Writing and Direction Techniques, Sets, Camera Shots – the visual language, Lights in Visual Broadcasting, Interior and Exterior, Broadcasting and Media Imperialism, Environment of TV Broadcast, Budget, Comparison of different Radio and TV formats, Current Affairs – from Radio to TV, Pre-Production, Production & Post-Production, TV advertisements, Enigma of more channels, Anchorperson, Comparison between radio and TV broadcast, Terrestrial to Satellite to Cable TV, Career in Broadcasting, Broadcasting Terminologies

Difference between DC, DSC, DJ, The Meanings of Development, Approaches to Development Communication, The Concept and Practice of Development Journalism, Models of communication, Evolution of Development Support Communication, Factors for successful Development Support Communication, Development Support Communication and Change, Levels of Change, Sources of Change, Socio-Cultural Values, Belief System and Social Change, Factors that Influence Change, Models of Development Support Communication, Alternative Model of Development, Using Mass Media and Development Support Communication, Audio visual aids in Using Mass Media and Development, Support Communication, Static media in Using Mass Media and Development Support Communication, Emerging methods in Using Mass Media and Development Support Communication, Planning Development Support Communication Campaign, Evaluating the DSC Program, Steps in Evaluation

Introduction to Advertising, Advertising and Society, Strengths and Weaknesses of Advertising, Ethics in Advertising, Advertising Department, Advertising Agency, Selecting an ad agency, Advertising agencies in Pakistan, Kinds of Advertising, Media of Advertising, Media Requirements, Factors Influencing Media Selection, Media Mix, Advertising Copy, Structure of an Advertising Copy, Visualization and Layout, Print Production, Writing Commercial Slogans, Advertising Appeal, Planning an Advertising Campaign, Content of an Advertising Plan, Organization of an Advertising Plan, Consumer Needs and Behavior Promotion, Product Analysis, Market Analysis, Diffusion of Advertising Message, Essentials of an effective Ad Campaign, Techniques of measuring the effects of an Ad Campaign, Primary Data Gathering, Important Advertising Terminologies.

Defining communication, Paradigms, What is a theory, Kinds of problems theory addresses, Communication processes, Concept of Mass Communication, Normative theories, Authoritarian theory, Libertarian theory, Civic or public journalism, Limitations of Media Theory, Commercialism, How the idea of Propaganda emerged in the mass society, Limited Effects of Media, Middle range theory and the Mass consolidation of the limited effects, Klapper’s Phenomenistic theory, Diffusion theory, Challenging the Dominant paradigm, Social Cognitive Theory, Observational Learning and Modeling, Abstract modeling, Modeling from Mass Media, Variables that enhance priming effects, Cultivation of perceptions of social reality, Systems Theories of Communication Processes, Systems Theories Of Communication Processes, Mathematical theory of communication, Applying systems models to human communication, Emergence of critical and cultural theories of mass communication, The mediation concept, Positions Relating to Social Integration, Rise of cultural theories in Europe Marxist Theory, Key arguments in Marxist perspective, Marxist theory, Communication and culture, The Frankfurt school, Culture Industry, Hegemony, Political economy theory, Four ways in which media owners limit diversity, Criticism on Political Economy Theory, Power of Advertising, Agenda setting theory, Spiral of silence theory, Marshall McLuhan: the medium is the message and massage, Knowledge gap theory, Media Systems Dependency theory, Uses and Gratification Theory, Reception Analysis Theory, Framing and Framing Analysis ,Information Processing theory, Trends in Mass Communication, Interpersonal communication, Communication Channels, Interpersonal Communication, Types and Four Principles of Interpersonal Communication, Barriers against Effective Interpersonal Communication, Overcoming the Barriers of Effective Interpersonal Communication, Globalization problems, Media Literacy Movement.

Importance of languages, Sources of material, Internet usage in feature writing, What makes a good feature, Demands of a feature, Conducting and writing of interviews, Writing novelty intros, Structure of features, Selection of pictures, Illustrations and maps, Features and editorial policy, Human interest and feature writing, Newspaper feature story, The newspaper feature story idea, Magazine feature versus dailies, Writing the specialized feature story, Modern feature and its treatment, Modern feature writing technique, Advice to feature writers, Column writing, Column writing in modern age, English and Urdu columnists, Types of columns, Objectives and importance of columns, What are the essentials and basic points that go in to the forming of a column? Style, general style of the column, Structure of a column, Column writing tips, Selection of a topic, Qualities of a column writer, What must be practiced by a columnist?, Sources of material for columns, Useful writing devices, Common writing problems, Writing the column, Article writing, How to write an article?, Types and subjects of article, Five commandments, no professional forgets, Articles writing mistakes, Writing the article, What to do when you have written the article?, Ten standard article formats, Legal and ethical considerations for writers.

Creativity and Idea generation for TV, Pre-requisites of a creative producer, Refining an idea for production, Concept Development, Research and reviews, Script writing, Pre-production phase, Selection of required, Content/talent, Program planning, Production Phase, Camera work, Lights &Audio, Post Production phase, Linear editing and NLE, Mixing and effects, Selection of a news, Editing of a news, Writing of a news, Compilation of a news, bulletin, Presentation of a bulletin, Making special bulletins, Technical Codes/Terminology/ Production, Grammar, Types of TV Production, Sources of TV news, Functions of a reporter, Beats for reporting, Structure of a News Department, Sections, Electronic field production, Live Transmission, Qualities of a news Producer, Duties of a news Producer, Assignment/News Editor, Shooting a news film, Preparation of Special reports, Interviews, Vox pops and public opinions, Back Ground Voice/voice over, Spoken words and relevant visuals, Talk show and Forums, Functions of various departments of a TV set up, Programs Department, News and Current Affairs, Coordination between different TV departments Engineering, Transport, Finance, accounts and Marketing, Technical Store, Library and Traffic.

Creativity and Idea generation for TV, Pre-requisites of a creative producer, Refining an idea for production, Concept Development, Research and reviews, Script writing, Pre-production phase, Selection of required, Content/talent, Program planning, Production Phase, Camera work, Lights &Audio, Post Production phase, Linear editing and NLE, Mixing and effects, Selection of a news, Editing of a news, Writing of a news, Compilation of a news, bulletin, Presentation of a bulletin, Making special bulletins, Technical Codes/Terminology/ Production, Grammar, Types of TV Production, Sources of TV news, Functions of a reporter, Beats for reporting, Structure of a News Department, Sections, Electronic field production, Live Transmission, Qualities of a news Producer, Duties of a news Producer, Assignment/News Editor, Shooting a news film, Preparation of Special reports, Interviews, Vox pops and public opinions, Back Ground Voice/voice over, Spoken words and relevant visuals, Talk show and Forums, Functions of various departments of a TV set up, Programs Department, News and Current Affairs, Coordination between different TV departments Engineering, Transport, Finance, accounts and Marketing, Technical Store, Library and Traffic.

Introduction to Online Journalism, Distinguishing characteristics of online journalism, Online Journalism vs. Traditional media, Introduction to Online advertising, Online advertising: Types and Advantages/Disadvantages, Internet as tool for Journalists, Diffusion of Innovation Theory, Diffusion of Innovation Theory, Gate Keeping Theory, Introduction to Online Writing and Online Writing Process, Considerations while Writing for World Wide Web, Tips for Writing for World Wide Web, Ethics related to Cyber Journalism/Online Journalism, Impact of Internet on Journalism, Analysis of Websites: Checklist for the analysis of Web sites, Plan and build a site: Information Architecture; Navigation; User Interface; Site mapping; Usability; Types of Content, Qualities of a good web sites, Useful Tips for Effective Web Design, Tips to Fast Loading web site designs, Effective Navigation Guidelines, Telecommunication, Fax; Video Conferencing; Cable TV; V-Sat; Email; Video Technology and Broadcasting, An overview of current technology trends in ICE (Information, Communication and Entertainment) and digital convergence and future of media – What Next? Convergence: Nature and levels of convergence Media Convergence and vision of a converged World, Convergence within Journalism, Digital Divide, Prospects and challenges of Online Journalism, Important Terminologies, Difference between Internet and World wide web, Blogs and Blogging, Types of Blogs, Advantages and Disadvantages of blogs, Online Storytelling, Production Process of online story, Common storytelling forms being used by major news Web sites, Prevention of Electronic Crimes Ordinance, 2007.

Brief survey of origin and development of press in Europe and America Sub continent pre- partition, History and development of radio in the world UK -BBC, ( Europe) USA - Voice of America, etc. (America) Sub-continent -All India Radio and Radio Pakistan etc. Brief survey of origin and development of TV in Europe and America Sub continent, south Asia, Brief survey of origin of film and recording industry in the world Europe and America, South Asia (Sub-continent), New Media What is new media? Origin and development of internet, new media New Media Panics (Advantages/disadvantages), Major Media organizations of the world, News Agencies Newspapers and Magazines, Radio channels TV channels and Production Houses Film Production Houses, Mass media and globalization What is globalization? Understanding the difference between globalization and internationalization Mass media - an important tool, Impact of globalization Threats of global media to native cultures and economy of poor and developing countries – a step towards uni-polar world Free flow of information; people’s right to know and globalization, Media moguls/tycoons/giants of the world Emergence /Background realities/ reasons/objectives Five major giants out of nine, Present situation: how they are ruling and achieving their objectives Hindering freedom of expression, Demand for a new information order by developing countries, Ownership patterns, organizational Structures and management of mass media in the world. Why media ownership matters? Effects of ownership on content, Mass media organizations in South Asia, Mass media organizations in Europe and America, Use of media by power blocks, super powers Exploitation of media, Mass Media and Contemporary Social Issues Human Rights and media Human trafficking, Drugs Arms smuggling Aids/ Cancer Child rights, Women and Media Portrayal of women in media, Women empowerment Women rights Issues of Women in developed, developing and poor countries, Environment and Media Industrialization, Global warming Pollution UN framework convention on climate change, Media and Consumerism Consumerism and capitalism, Media advertising sells an image, Western society and consumerism, Extremism and terrorism What is extremism and terrorism? ( Social and psychological reasons of extremism and terrorism), Difference between fundamentalism and extremism Violence and media, Islamo-phobia and west – All terrorists are Muslims Propaganda against Islam on Western Media, Islamic...

Introduction to Community Journalism, Role of Journalism in society, Media ---the mirror of the society, Responsibilities of media, Public listening in community journalism, Identifying community problems, Relationship between community, journalist and media, Public Judgment, Creating a public forum, Theories covering Community Journalism, Development journalism and community journalism, Scope of Community journalism, Community journalism and broadcast media, Community journalism and, Ethics in community journalism, Status of women in a local community, What are the issues of women? Coverage of women: professional skills, writing news for women, Writing features for women, Coverage of women issues in main stream Media in comparison with community based media, Status of children in a local community, What are the issues of children? Coverage of children: professional skills, writing news for children, Writing features for children, Coverage of Children, Status of minorities in a local community, What are the issues of minorities? Coverage of minorities: professional skills, Writing news for minorities, Writing features for minorities, Coverage of minorities issues in main stream Media in comparison with community, Human rights, A comparative study of Islamic and western concepts of human, rights, Human rights issues in Pakistan, NGOs and mass awareness, campaigns in Pakistan, The role of mass media in reporting human rights’ events, Community journalism in Pakistan.

Evolution of print journalism, Print Journalism in Foreign Countries, Print Journalism in sub continent, Development in magazine journalism, History of magazine journalism, Factors Influencing Magazine, Journalism, Magazines, Types of magazines, Journal and its types, Muslim Press in areas forming Pakistan, Development of Press in Pakistan, New Print Technology, Qualities of Magazine Editor, Duties of Magazine Editor, Ethics of Magazine Editor, Editing Process, The Magazine Design, Importance of design in magazines, Interviews, Feature Writing, Article Writing, Photographic Journalism in Magazines, The impact of new technology, Ethics of Photo Journalism, Picture Editing, Editing technique, Picture Caption, Copy Editing, Common Copy Edits, Caption Writing, Responsibility of sub editor, Interaction with other departments, Responsible of Cover, Audit Bureau of Circulation, Audit Procedure, Assessment of news print requirement, Subediting and Production, Monitoring standards, Proofs, The Production Schedule, Consumer Magazine, Feature, Opinion columns, Content of Children Magazines, The business of Magazine, Publishing, Circulation.

Introduction, Mass Media, Management, Media Strategy, Steps of Media Strategy, Alternative media, Advertising, Types of Advertising, The function of media management in Advertising, Media Ethics, Areas of media ethics, Context of media ethics, Media Bias, Types of media bias, Tools for measuring media bias, The continuing evolution of media technology, The rise of the new technology, Social consequences and new technology, Organizations of mass media, Electronic media, Print media, Pakistan Electronic Media Regulatory Authority Rules (PEMRA), Prohibition of broadcasts, Suspension of the license, Electronic media management, Television station management, Cable TV management, Newspapers: The medium and its makers, Magazines: Forums, Functions, Radio Broadcasting, Management systems, Recordings, The media as business, Ownership and FCC, The influence of networks, Researching the mass media, Media Research: Approaches, Public Relations, The public relations practitioner, Communication and Public Relations, Mass media and Governance, Media influences on society and culture.

The historical context of international communication, Communication and empire, Advent of the popular media, The cold war-from communist propaganda to capitalist persuasion, International communication and development, Approaches to theorizing international communication, Cultural studies perspective on international communication, Theories of the information society, Discourses of globalization, A critical political-economy for the twenty-first century, Creating a global communication infrastructure, The privatization of telecommunication, Liberalization of the telecom sector, The world of telecommunication, Implication of a liberalized global communication regime, The global media marketplace, Convergence, Global trade in media products, Global news and information, network, Setting the global news agenda, Communication and cultural globalization, Concerns for cultural diversity, Regionalization and localization in the media market, Contra flow in global media, Seeing the big world on a small screen, Global culture’s discontent, Global counter flow of television, International communication in the internet age, The dawn of the internet age, From a ‘free flow of information’ to ‘free flow of commerce’ Case study: The Microsoft monopoly; The internet as political tool, Media actors and the NWICO, The Clash of Civilizations, Media and cultural imperialism, Media and foreign policy Role of media in the formulation of foreign policy, Muslim Portray On Western, Muslim Media on Western Media, International Communication in the Internet Age, International Communication – Continuity and Change

Need of laws and code of ethics to regulate media, Code of ethics for journalists and other media professionals, Media Ethics Islamic and Western perspective, western code of Ethics, Absolute vs. Responsible Freedom, Ethics in Public relation, Ethics in Advertising, Constitution & freedom of speech & expression, Evolution of press laws with special reference to Sub continent & Pakistan, Press laws in Pakistan, Media Laws, Objectives of law, Relation between press & law, Copyright Act, Recent Development, Contemporary trends in the law of copyright, Concept of intellectual property right, Application for registration in Pakistan, Contempt of court, Defamation Laws, Laws pertaining to Electronic media in Pakistan, PEMRA, Media control through PEMRA, Amendment to laws regulating electronic media