Bachelor of Arts Major in Communication Arts
Bachelor of Arts
Major in Communication Arts

Course Overview
The program is designed to acquaint the student with media theories and practice - particularly in print, film, radio and television. The specific objectives are:

1. To enable the student to have a theoretical background of media processes and articles, communication theories and research.
2. To create an environment conducive to a practical experience of media production.
3. To expose the student to the realities of Philippine mass media.
4. To challenge the student to explore the developmental role of media in society. In the end, the student is required to finish a project in his area of interest.

Guidelines and Retention Policy of Communication Arts Department

Admission Policies
The group shall propose the following admission requirements to Communication Arts Program:
1. The applicant must have a written examination ( Essay).
2. The applicant must pass the interview to be conducted by the Communication Arts Department Chair or a designated faculty.

Note: Those who did not qualify may re-apply to the program if they get high grades in Communication subjects during their first year.

Retention Policies
The following are the proposed policies for retention:

Incoming Second Year
Colegio's retention policy ( probationary status for students who incur more than 9 units of failure)

Incoming Third Year
1. Colegio's retention policy
2. A grade of 80% for Communication 201, 202, English 1-4, Filipino 1-2
3. A qualifying examination will be administered to students who get lower than 80% in the mentioned subjects. It will test their grasp of Communication 201 and 202 and their writing skills.

Incoming Fourth Year
1. Colegio's retention policy
2. Probationary status for students with up to two major subjects with grade below 80% in one semester.

Major Subjects
Subject Code Subject Description
COMM201 Introduction to Communication (3units)
The course is designed to give students an overview of communication - definition, types, and process. With emphasis on the Philippine context, it includes discussion on assessing the nature, influence, and history of different media; basic theories in mass communication; and, issues and challenges in media concerns.
COMM202 Communication Theories (3units)
Theories, principles and techniques of communication, the roles or communication in society; definition of terms; history of mass communication; professional career opportunities.
COMM203 Basic Photography (3units)
  Theories and principles in basic black and white photography, including darkroom techniques, film developing and black and white printing. The students will be introduced to the parts of a Single Lens Reflex camera, basic camera handling and operation, and picture composition.
COMM204 Writing For Radio (3units)
Principles and techniques of news writing and dramatic/non-dramatic script writing for radio. The course covers the fundamentals of writing for radio as students learn to develop stories and character structures for original scripts which they will write.
Being the first production course of the student, this course aims to give students proper grounding in using the medium of radio to express their ideas as well as introduce them to the pressures of live studio production. It deals with the principles and practices of radio production, including the various skills, people and equipment involved. The students will set out to produce simple radio programs from scripts that they wrote themselves.
This deals with the historical and critical survey of the art of motion pictures and film analysis, of narrative, dramatic and pictorial elements. Important theories and relevant issues in the cinema industry will also be taken up. 
The course aims to develop the writing skills of students in journalism, particularly news and features. Likewise the course will also tackle principles in writing investigative reports.
Principles underlying freedom of press, statutes dealing with the mass media and their operations.
Focus on preparation of camera ready for publication using the computer pagemaker program. Writing, editing and lay-outing on the computer. 
Freedom and responsibility in communication. Work values and ethical standards that are applicable and essential to media and communication profession.
The course is designed to provide students with the knowledge and skills, particularly proofreading editing and layouting, for the production of print materials. Likewise, the course will also familiarize students with the values in printing processes.
Nature, principles and scope of communication research as a scientific method; descriptions and uses of different communication research methods; planning and design of a communication research proposal; and form and style or research report writing.
The course gives an introduction to the principles and techniques of audio-visual production. It provides analysis of various forms of media presentations and the processes by which ideas are transferred into an audio-visual language. It offers practical experience in the making of audio-visual presentations such as posters, transparencies, sound-slide productions, and multi-media presentations.
A basic writing class for television, familiarizing the students with television terms and procedures in the preparation for their TV production class. In this course, simple TV script formats as well as proper use of the different broadcast elements will be taught.
Television techniques and procedures and studio and control room operations. Students will be introduced to the fundamentals of television production operations and procedures. Projects in live television productions and taped productions in various television program formats will be produced by students grouped into small production teams.
This subject will cover 100 hours of supervised on-the-job training for Communication Arts Students in at least one of the four areas of internship namely TV broadcasting, Radio broadcasting, Print media or Advertising. Students will be exposed to actual corporate settings and work values guided by an adviser who shall do periodic check-ups. Radio Station interns will focus on supervised training’s in the organizational set-up of a radio station. It will cover familiarization in radio programs and exposure in the production department. TV Station interns will be introduced to the operations of TV production and broadcasting. Student is expected to assume at least one position in the production, news and creative department of a TV station.
Communication research implementation including data-gathering, categorization, tabulation, analysis, interpretation and discussion of research findings, application of research to various communication media; and preparation and presentation for thesis defense.
Principles and practices of development communication; study of case examples
Advertising Principles and Practices will cover theories and applications. The students will learn the functions, processes and structure of Advertising and Promotions. The subject will cover advertising as an industry, advertising media, advertising goals, restraints on advertising, the economic effects and social impact. The students will also be introduced to the principles of successful advertising campaigns and the importance of research. The developing of print advertising with concentration on headlines, copy and graphics will be given emphasis. Generating effective promotions and handling of special event marketing will form part of the subject.
Public relation principles and practices will concentrate on the concepts, theories, context and origins of PR as a management function. Communication Arts students will be introduced to the roles, functions, applications and organizational set-up. They will also be taught PR’s foundations, ethics theoretical underpinnings as a business and industry, its effects on the government and role in politics. Students will also be presented with the elements of dealing with media, developing effective corporate communications plan, how to set-up PR organization, relationship of PR with marketing and advertising, and the importance of research.
This course will help the students enhance their talents in front of the microphone and the camera. Proper speech and voice articulation, as well as voice acting exercises will assist in developing their audio skills. Practice in front of the camera with proper dress, make-up and action will help them hone their skills for television production.
This course focuses on an additional 100 hours supervised on-the-job training in at least one of the four areas of practicum namely, TV broadcasting, radio broadcasting, print media and advertising. Print Media interns will be taught the rudiments of running a publication, actual exposure to news gathering and organizational set-up. Advertising Interns will be trained in the various services of an Advertising Agency particularly in the creative and production departments. A students will be assigned as advertising function namely junior copywriter, assistant, production assistant, talent casters, etc.
The course introduces the students to the camcorder as the basic equipment in video film making - its parts, basic operation and handling. It will also tackle composing the video, lightning, sounds, and editing. A short video film production is the final requirement in this course.
Basic principles and procedures in audio-video post-production, introduction and familiarization with equipment and its operation and handling. The students are expected to come up with a production at the end of the course.
This subject will focus on Broadcast advertising; the importance of creativity, its different formats, structure, style and technique. It will deal extensively on Radio and TV advertising, their similarities and differences, history, basis of successful campaigns and processes. Students will be exposed to the fundamentals of broadcast advertising production, the roles of the producer, director and production staff , production choices and assignments.
Principles and practices of planning from both macro and micro points of view, applied in both corporate and institutional setting. Case studies and hands on training.
Fundamentals of management, operation and regulation of mass media and media organization, mass media utilization from both macro and micro points of view, entrepreneurship in media communication.


Program Objectives

The College of Liberal Arts and Sciences offers nine (9) undergraduate degrees that combine advanced work in the specific academic fields with courses in business and professional areas, thereby equipping students for professional employment in a variety of both private and public sector fields.  The degrees offered are the following:

  • AB Advertising
  • AB Broadcasting
  • AB Communication Arts
  • AB Journalism
  • AB Literature
  • AB Political Science
  • AB Public Relations
  • BS Biology
  • BS Information Technology
  • BS Psychology

  • At the end of a four-year Arts and Sciences degree course, a student should have attained a broad general education in humanities,  natural sciences and social sciences so that the student would have:
    1. The ability to think critically
    2. Obtained the essential foundation for his development into active and well-rounded citizen
    3. The ability to investigate and analyze questions and problems carefully and to present results and ideas   clearly on the basis of solid data and study
    4. The appreciation for human values and cultural heritage
    5. The development of his own ideals, attitudes, and habits desirable for is improvement as a human being
    6. A strong sense of fulfillment and a concern for the social, political and academic problems of the country
    7. Professional competence, ethical soundness, cultural relevance and social awareness.