School of Journalism and Mass Communication

MC 1100S. Interviewing for Storytelling.

This course students cover source selection, interview preparation, interviewing techniques, and how to use material from the interview. Students will learn and practice interviewing skills over the course of the semester. They will also discuss what makes a successful interview. Prerequisite: MC 1313 with a grade of "C" or better.

MC 1301. Introduction to Mass Communication.

A survey of the mass media and other areas of mass communication designed to acquaint the student with the field of communication and what it offers.

MC 1313. Media Writing.

This course is an introduction to the major forms of Media Writing: electronic media, journalism and digital. (WI).

MC 2111. Media Practicum.

Students perform supervised media work of at least 60 hours for the semester. Credit requires prior written contract with a supervising faculty member. May be repeated twice. Prerequisite: Minimum 2.0 Overall GPA and instructor approval.

MC 3100. Grammar for Media Professionals.

Students will refine their English grammar skills to a proficiency level needed to be successful communication professionals and media practitioners.

MC 3111. Drone Bootcamp.

This course explores new tools and skills relevant to the digital age, particularly the usage of drones in reporting, videography and multimedia. This course introduces the concepts and practical usage of drone storytelling and prepares students to take the FAA Part 107 exam.

MC 3112. Social Media Analytics Platforms.

This course prepares students for and assists them in achieving industry-recognized social media certifications.

MC 3113. 3D Drone Modeling.

This course explores new tools and skills relevant to the digital age. Students explores the growing field of photogrammetry and using drones to produce 3D models.

MC 3114. Career Exploration: Destination America.

This career exploration course provides opportunities for students to visit and network with media professionals in the United States. It immerses students in a wide range of organizations. Meetings could include PR firms, ad agencies, governmental organizations, professional sports teams and museums.

MC 3115. Digital Media Tools and Skills.

This course explores new tools and skills relevant to the digital age. Topics can include data visualization, spreadsheet usage, media-creation software, mobile reporting, drones and sensors in journalism and video editing.

MC 3116. Digital Media Innovation Concepts.

This course explores concepts relevant to the digital age. Topics may include digital media history, ethics, law and will address online privacy, security, crime, identity and censorship.

MC 3117. Freelancing for Media Professionals.

This course provides a practical overview of business topics related to all media and communication fields. Students learn the art of freelancing, networking, negotiating and other topics designed to assist in developing their career.

MC 3118. Careers in Media.

This course allows students to engage in career exploration in the media professions.

MC 3119. Fundamentals of Layout and Design.

Students learn desktop publishing basics using appropriate software. The course covers topics including creating documents for print or digital use, mastering tools required to create a simple page layout consisting of text and imagery and preparing files for review or publication.

MC 3120. Editing and Enhancing Digital Imagery.

In this course students learn how to edit, enhance, and create digital imagery for print and web use.

MC 3121. TV News Production.

In this course, students will serve as the production crew for the TV News course.

MC 3122. Search Engine Optimization Fundamentals.

In this course, students will examine the strategic use of search engine optimization (SEO) in relation to website design, content creation and marketing. Students will explore the fundamentals of SEO and skills like link building and keyword research, which are needed to perform SEO tasks for businesses and organizations. Prerequisite: MC 4381 with a grade of "C" or better.

MC 3306. Writing for the Electronic Media.

The study and practice of writing copy for the electronic media, including the composition of commercials, news stories, public service announcements, promotions and documentaries. (WI) Prerequisites: MC 1313 with a grade of "C" or better.

MC 3307. Audio Production.

This course covers the basics of digital audio production with emphasis on techniques used in producing commercials, public service announcements and promotions. Lab requirements include various studio and field recording experiences and structured group meetings.

MC 3311. Video Production.

In this course, students will explore the basics of analog and digital video production. Emphasis on techniques used in producing newscasts, commercials, public service announcements, promotions. Lab requirements include field and studio production.

MC 3312. Television News.

In this course, students will explore standard theory and practice of electronic news gathering and production, including writing copy to match video and synchronization of audio and video in news stories. Students work on a campus news program. (WI) Prerequisites: [MC 3306 or MC 3321] and [MC 3311 or MC 4323 or MC 4324] both with grades of "C" or better.

MC 3313. Foundations of Public Relations Writing.

This course introduces students to a wide range of print & digital publications and writing assignments found in public relations. Prerequisite: MC 3343 with a grade of "C" or better.

MC 3314. Social Media for Strategic Communication.

This course explores emerging technologies and media influencing strategic communication research and practices. Prerequisite: [MC 3343 or MC 3367] and MC 4381 both with grades of "C" or better.

MC 3319. Visual Communication.

This course studies the principles, theories, and language of visual communication, emphasizing the evaluation and use of images in mass media. It is designed to help you integrate words and pictures in mass communication and to gain a greater appreciation of our visual world.

MC 3321. News Writing and Reporting I.

Integrating writing and reporting skills to produce stories across media platforms, including print and online, with an emphasis on storytelling. The study of techniques for locating and assessing information from multiple sources, including interviewing, fact verification, online research and the use of libraries. (WI) Prerequisites: MC 1313 with a grade of "C" or better.

MC 3343. Introduction to Public Relations.

This is the introductory course for the public relations sequence. Students will explore the functions of public relations in the digital age in the development of strategic communications for corporations, companies, government offices, non-profit organizations and public relations agencies.

MC 3355. Mass Media and Society.

This course offers an examination of the roles of the mass media in American society, including an analysis of the philosophical basis of media structure; mass media as business; media effects of public issues, morals and tastes; and other contemporary issues within a global media context.

MC 3360. Public Relations Research.

Students study the principles, techniques and problems of social science research and digital analytics as they relate to the planning and evaluation of strategic communication. Prerequisite: MC 3343 with a grade of "C" or better.

MC 3367. Advertising.

A broad overview of advertising including history, role and responsibility, and impact of the digital revolution. Key topics will be research, account service, media planning, creative, sales promotion, public relations, campaigns, and the advertising agency.

MC 3372. Advertising Media Planning.

This course is the study of planning and buying messages in traditional and new media to creatively and effectively reach targeted prospects. Attention is given to media characteristics, scheduling, testing and buying efficiencies. Prerequisite: MC 3367 and MC 4317, all with a grade of "C" or better.

MC 3375. Electronic Media as Entertainment.

This course will explore the principles and strategies of winning audiences for the electronic media: television radio, cable, satellite and the internet.

MC 3379. Client Management.

This course is the study of managerial methods in strategic communications. Students develop leadership skills, demonstrate managerial tactics and grow professional communications abilities including: setting goals, managing strategic brand building, new business development, budgeting and growing and maintaining client-agency relationships. Prerequisite: MC 3343 or MC 3367 with a grade of "C" or better.

MC 3383. Editing and Managing Content.

In this course students will incorporate words, images, sound and data into storytelling across platforms. This course tightens the focus on audience, accuracy, meaning, logic, organization, style and form. (WI). Prerequisites: MC 1313 or MC 3313 either with a grade of "C" or better.

MC 3390. Media Design.

This course is the study and application of advanced principles of media design including: basic design principles, typography, color, photography, video, and multimedia.

MC 3394. Management of Electronic Media.

The study of the management of electronic media, including sales, federal regulation, and responsibilities to society, community and stockholders.

MC 4130. Internship.

This course requires a minimum of 100 hours of off-campus experience, written contract with internship coor¬dinator and portfolio of completed work. Students cannot gain more than six hours of credit for any combination of: MC 4130, MC 4230 and MC 4330. Prerequisites: 30 credit hours, good academic standing, and appropriate sequence coursework.

MC 4230. Internship.

This course requires a minimum of 150 hours of off-campus experience, written contract with internship coordinator and portfolio of completed work. Students cannot gain more than six hours of credit for any combination of: MC 4130, MC 4230 and MC 4330. Prerequisites: 30 credit hours, good academic standing, and appropriate sequence coursework.

MC 4301. Media Law and Ethics.

This course offers a study of law governing journalism, advertising, electronic media and public relations. Restricted to junior standing.

MC 4302. History of Mass Media.

Students will study the development of mass media, advertising and public relations in the United States from 1690 to the present.

MC 4303. International Advertising.

Overview of international marketing and advertising; problems and opportunities of a global economy. (MULT).

MC 4304. Advertising Portfolio.

In this course students create and produce professional advertising portfolios by serving as copywriters and art directors as part of collaborative teams. Prerequisites: MC 3367 and MC 4333 both with grades of "C" or better. Corequisite: MC 4338 with a grade of "D" or better.

MC 4305. Theories of Mass Communication.

A study of the predominant theories of communication, including mass media effects, functions and controls. (WI).

MC 4306. Advertising Competition.

This course focuses on developing an integrated marketing communications campaign for a national client as part of the National Student Advertising Competition. Students will create a campaign from the developmental through the execution process.

MC 4307. Advertising Campaigns.

In this course students develop, coordinate and evaluate a complete advertising campaign for specific clients. Students conduct market research, formulate objectives and strategies, recommend media plans and develop creative executions through plans books and presentations. (WI) Prerequisites: MC 3372 and MC 4317 and MC 4333 all with grades of "C" or better.

MC 4308. Women and Minorities in the Media.

Analysis of the images of women and minorities in the media and their status as media professionals. Includes study of the alternative media. (MULT).

MC 4309. Visual Literacy: Film.

The course will teach how meaning is constructed in visual images by using film as a practical medium. It provides the necessary skills to critique and create effective images. It is especially useful for students majoring in image-based sequences of the mass communication major, particularly broadcasting and advertising.

MC 4310. International Communication.

A study of media systems worldwide in different socioeconomic contexts and an examination of patterns of international communication flow. (MULT).

MC 4311. Independent Study.

Students complete an academic project requiring the equivalent of 160 hours work. Requires prior written contract with faculty member and portfolio of completed work. Cannot be repeated.

MC 4312. Photojournalism.

In this course students develop skills in camera operation, learn computer software applications and learn how to combine words with stories.

MC 4313. Advanced Writing for Public Relations.

This course provides an examination and application of digital and traditional communication tools required for effective public relations. Emphasis is placed on the strategic use of digital media in a modern communication society. (WI) Prerequisites: MC 3313 and MC 3343 both with grades of "C" or better.

MC 4315. Web Design Publishing.

In this course students develop skills in web page construction including Web editing, image and graphic manipulation, animation, and audio and video editing. Prerequisite: [MC 1313 or MC 3313] and MC 4381 both with grades of "C" or better.

MC 4316D. Advertising Media Sales.

An overview of advertising, media selling, and salesmanship, sales strategies, sales management, and case histories designed to acquaint students with a vital function of the business. Prerequisite: MC 3367 with a grade of "C" or better.

MC 4317. Advertising Strategic Planning.

This course is a hands-on introduction to applied advertising research and account planning. Primary, survey and qualitative research methods are designed, executed and presented by students for the purpose of integrating the consumer’s perspective into creative strategy. Prerequisites: MC 3367 with a grade of "C" or better.

MC 4318. Media Ethics.

The study of freedom and responsibilities of the mass media practitioners and institutions, explored within the framework of ethical theories. Consideration of values, codes of ethics, moral development, professionalism and institutional constraints as applied to the media of information, persuasion and entertainment will be examined.

MC 4319. Latinas/Latinos and the Media.

The course focuses on demographic developments related to Latinos in the US; their portrayals in the media; the effects those portrayals; the history and current status of selected Latino-oriented media and ancillary media companies and organizations; and the role of the media in Latino politics. (MULT).

MC 4320. Public Relations Campaigns.

This course is a comprehensive study of effective public relations in a modern society. Students learn the professional approach to the practice of public relations that includes internet applications and how to evaluate its function and value while applying ethical standards of conduct. (WI). Prerequisite: MC 3360 and MC 3314 and MC 4313 all with grades of "C" or better.

MC 4322. Health Communication Campaigns.

This class will provide an overview of the theory and practice of designing, producing and evaluating health-communication campaigns. We will examine persuasive approaches to behavioral change; audience, message and channel factors in campaign development. Our work will emphasize communication approaches, including mass media, social marketing and “new media.”.

MC 4323. Multimedia Journalism.

Students will be introduced to topics related to online journalism. Topics covered will include the online journalism profession, Web credibility, online reporting sources, cyberlaw including libel and copyright, blogging and podcasting, and basic multimedia design. Students will both critique and create online materials. Prerequisites: MC 1313 with a grade of "C" or better.

MC 4324. Visual Storytelling.

This course is an introduction to basic elements of video journalistic storytelling for today's converged newsrooms. Students gather information using journalism practices, such as in-person interviews, and learn to use video newsgathering technologies to produce stories for online and other digital platforms.

MC 4325. Coding and Data Skills for Communicators.

Students are introduced to programming and data concepts relevant to communicators. Data visualization and storytelling tools and techniques are covered as related to journalism, advertising and public relations. Prerequisites: MC 4315 with a grade of "C" or better.

MC 4326. Advanced Social Media and Analytics.

This course will provide students with an advanced understanding of social media, marketing plans and social media analytics. Students will build company and/or journalistic profiles on social networks - Facebook, Twitter, Pinterest, YouTube, Instagram and more - to engage with audiences and communities and utilize analytical tools to track success. Prerequisite: MC 4381 with a grade of "C" or better.

MC 4327. Mobile Media and Development.

This course will introduce students to mobile communication and production that is relevant to mass communication. As mobile devices are a vital communication medium in our everyday life, it is essential to understand how mobile communication works and how to effectively produce online content for mobile devices. Prerequisite: MC 4315 with a grade of "C" or better.

MC 4328. Digital Media Innovation Capstone.

In this course students explore innovation, creativity and product development associated with digital entrepreneurship. Through a speaker series, students will be introduced to important concepts and ideas from thought leaders and innovators at the intersection of media and technology. Prerequisites: MC 4315 and MC 4326 both with grades of "C" or better.

MC 4329. Sports Media.

Sports Media explores the synergy among sports, athletes, media, public relations, advertising-marketing-promotion, and sports information disciplines and audiences in a multi-platform media environment.

MC 4330. Internship.

This course requires 180 hours of off-campus experi¬ence, written contract with internship coordinator and portfolio of completed work. Students cannot gain more than six hours of credit for any combination of: MC 4130, MC 4230 and MC 4330. Prerequisites: 30 credit hours, good academic standing, and appropriate sequence coursework.

MC 4331. Strategic Sports Communication.

This course focuses on the application of communication strategies and tactics used by sports teams and leagues to manage relationships with various stakeholders and promote their brand using multiple mass media channels. Students will learn about emerging trends in strategic sports communication and the sociological aspects of sports fans.

MC 4332. Public Relations Fundraising and Special Events.

This is a specialized course dealing with the development and implementation of fundraising. Topics include grants, special events, and annual/capital campaigns. Prerequisite: MC 3313 and MC 3343 both with grades of "C" or better.

MC 4333. Creative Thinking & Advertising Concepting.

This course focuses on the advancement of creative thinking and translating those skills into developing a creative concept to support an advertising strategy. This class will provide tools to develop ideas, and an understanding how the creative team works with other teams in advertising. Prerequisite: MC 3367 and MC 4317; A minimum grade of "C" is required in all prerequisites.

MC 4335. Mass Communication Capstone.

This course integrates a variety of mass communication skills to produce a substantial project or research for the mass communication major capstone. Prerequisite: MC 3360 with a grade of "C" or better.

MC 4336B. Documentaries.

A course in reporting and production of comprehensive public affairs and feature stories for the electronic media. Prerequisite: MC 3312. (WI).

MC 4336H. Web Content Strategy for Organizations.

This course builds on students’ web development skills to focus on strategic content creation and management with an emphasis on building sites for small- to medium-sized organizations. Students will learn to understand an organization’s messaging needs and create effective websites using state of the art content management techniques. Prerequisite: MC 4315 with a grade of "B" or better.

MC 4336I. Video and Broadcast Production for Sports.

In this course, students will develop the production skills required in sports broadcast and production. This includes field producing live sport broadcasts, control room operation, interviewing for sports, and shooting video and editing video and audio for sports. This course will also include a section on announcing, reporting and interviewing for sports.

MC 4336J. Texas State Career Accelerator Program.

This course prepares students to work in teams and build digital products for a diverse set of clients. Students may choose from the available tracks that provide experience in coding, data analysis, web development, social media and other technology topics related to mass communication and media careers.

MC 4337. Data Journalism.

Students will use a variety of tools and software to acquire and analyze data to produce news stories and data visualizations. Prerequisite: MC 1313, MC 4381; with a grade of "C" or better.

MC 4338. Advanced Advertising Copy and Layout.

This course is an advanced copywriting and advertising layout course. Students expand their creative concepting abilities, digital techniques, art direction skills and writing capabilities to create professional-level creative ad campaigns. Prerequisite: MC 4333 with a grade of "C" or better.

MC 4339. Advanced Strategic Planning.

In this course students expand upon skills learned in account planning to further students’ ability to define business problems, analyze data, discover insights and define appropriate communications strategy. Prerequisite: MC 3372 or MC 4333 either with a grade of "C" or better.

MC 4340. Media Analytics and Strategy.

In this course students strategically and creatively analyze media metrics to identify problems/challenges and use insights gathered to develop a strategic media plan. Prerequisite: MC 3372 and SOCI 3307 both with grades of "C" or better.

MC 4341. The Power of Brands.

This course explores how companies use their brands to create awareness, shift perceptions, gain market share and connect emotionally to consumers.

MC 4342. Strategic Professionalism.

This course provides students with the knowledge and skills necessary to present themselves and their creative ideas in a professional and strategic way. This course provides students skills for creative and strategic presentations, business etiquette, business communications/writing, job search skills/tactics and professional self-promotion with the Strategic Communications industry.

MC 4343. Immersive Storytelling.

This course examines storytelling opportunities brought on by immersive technology (virtual, augmented and mixed reality). Providing hands-on experience with 360 video cameras, virtual reality headsets, smartphones and other applications, students explore new ways for the media to communicate with audiences and consumers. Prerequisite: MC 4381 with a grade of "C" or better.

MC 4345. Drone Storytelling.

This course explores storytelling opportunities using drones – both traditional photography and videography from the air and innovative methods like photogrammetry, or the use of 3D modeling technology. Prerequisite: MC 4381 with a grade of "C" or better.

MC 4346. Artificial Intelligence and Automation for Media Professionals.

This course focuses on new storytelling opportunities brought on by advances in artificial intelligence in the digital media industry. From generative AI to virtual assistants, students will learn machine-learning techniques and gain hands-on experience building automated experiences. Prerequisite: MC 4381 with a grade of "C" or better.

MC 4347. Social Media Video.

This course provides students an opportunity to produce short-form and long-form video storytelling for social media. Students learn how to develop a brand’s video marketing strategy across multiple social media platforms. Prerequisite: MC 4381 with a letter grade of "C" or better.

MC 4348. Visual Production Capstone.

This course exposes students to immersive and in-depth visual storytelling, including photography and video techniques. Students create long-form, documentary-style visual content in the field and in a studio and will learn emerging techniques in visual storytelling. Prerequisite: [MC 3306 or MC 3321] and [MC 3311 or MC 4323 or MC 4324] both with a letter grade of "C" or better.

MC 4356A. Science Writing and Reporting.

Students learn to interpret complex concepts and present accurate, engaging news and feature stories about the latest research. Prerequisite: MC 1313 with a grade of "C" or better.

MC 4356B. Editorials, Columns, and Reviews.

The study and writing of newspaper, magazine and online editorials, columns, and books, film and music reviews. Prerequisite: MC 1313 with a grade of "C" or better.

MC 4356C. Community Affairs.

A lecture-discussion course, dealing with the coverage of local economy and business, government and social services functions as well as political activities like elections and lobbying efforts. Prerequisite: MC 1313 with a grade of "C" or better.

MC 4356F. Feature Writing.

A course designed to expose students to the art of feature writing through the study of acclaimed works of literary journalism. Students will develop a narrative voice of their own while studying and analyzing the techniques of a diverse group of writers. (WI) Prerequisite: MC 1313 with a grade of "C" or better.

MC 4356J. Data Journalism II.

This course builds on the basics of data journalism and combines the use of publicly available data, data analysis and data visualization techniques with the journalism skills of news judgment, interviewing and reporting to produce compelling content worthy of publication. Prerequisite: MC 4337 with a letter grade of "C" or better.

MC 4357. Sports as News.

In this course students report, write and produce content for both print and electronic media. Students interview players, coaches and administrators of collegiate athletics and work with media professionals to better understand challenges and demands of contemporary sports coverage. Prerequisites: MC 1313 or MC 3313 either with a grade of "C" or better.

MC 4376C. Public Relations Case Studies.

Public Relations Case Studies will seek, with case studies and problems, to help future practitioners develop agility in the principles and the application of effective two-way communications in a wide variety of situations likely to confront them and their employers. Prerequisite: MC 3343 with a grade of "C" or better.

MC 4376D. Public Relations Writing & Design.

Students will gain a broad understanding of the wide range of print publications and writing assignments found in public relations. They will learn how to research, organize, write and design a variety of print pieces for targeted audiences using a popular design and layout program. (WI) Prerequisites: MC 3313 and MC 3343 both with grades of "C" or better.

MC 4376F. International Strategic Communication.

This course will explore advertising and public relations practices in foreign countries through readings, discussion and site visits within media organizations in foreign countries. Marketing practices abroad will be compared to those in the United States. (MULT).

MC 4376G. Media Relations.

This course is an introduction to the role that media relations play in strategic communication. It explores the strategies and tools used by public relations professionals to form beneficial relationships with the media. Topics include analyzing the media landscape, creating media lists, analyzing news opportunities, handling media interviews and live news events, developing media training, producing strategic media plans, employing new media strategies, and evaluating media relations efforts. Prerequisite: [MC 3313 or MC 1313] with a grade of “C” or better.

MC 4377. Crisis Communication for Strategic Communication.

This course examines strategic communication practices throughout the three stages of a crisis event. Special emphasis is placed on crisis planning, media relationships, image restoration, ethical responses, and organizational learning. Prerequisite: MC 3313 with a grade of "C" or better.

MC 4381. Fundamentals of Digital and Online Media.

Students will be introduced to topics related to digital/online media and mass communication. Course covers the effects of the Internet and related technologies on the fields of journalism, interactive advertising and public relations, search engines, personal branding, social networking and mobile platforms.

MC 4382L. Feature Writing and Freelancing.

This course is designed to introduce students to the technical expertise, research methods, interviewing skills and narrative techniques pertinent to feature writing. The course also explores how to target a feature story to a specific audience and how to submit feature stories for publication to newspapers and magazines. (WI).

MC 4382O. Travel Journalism.

Exploration of techniques of writing journalistic travel narratives for the media. The course may involve travel at the student’s own expense.

MC 4382Q. Media in Asia and Southeast Asia.

This course will study media systems in Asia and Southeast Asia and examine the different socioeconomic contexts and patterns of information flow. (MULT).

MC 4382Y. Mobile Storytelling in the Outdoors.

This course explores mobile tools and skills relevant to the digital age, particularly the usage of smart phones in storytelling. Students will use those skills to produce video and social content in the outdoors.

MC 4386. Journalism Project.

This is a senior portfolio course integrating a variety of journalism skills to produce a substantial work ready for publication online and in print. (WI) Prerequisites: MC 3321 and MC 3383 and [MC 4323 or MC 4324] all with grades of "C" or better.

MC 4387. Storytelling and the Border.

In this course students will be introduced to long-form nonfiction writing. Students will concentrate on multimedia reporting while focusing their reporting on the relationship between Central Texas and the U.S.-Mexico border. Students will provide coverage and analysis of news and trends. (WI) Prerequisite: MC 1313 and [MC 4323 or MC 4324] both with grades of "C" or better.

MC 4388. Advanced Photojournalism.

This course builds upon the skills acquired in MC 4312-Photojournalism. Students develop their photojournalism skills by using advanced photojournalism techniques to produce projects, such as those that profile a segment of an area population and others. Prerequisite: MC 4312 with a letter grade of "C" or better.