The 36 credit hours required for the M.A. degree must include the following courses (21 credit hours):

• MEDC 5000 Media Communications (Requisite Course)
• MEDC 5310 Media and Culture
• MEDC 5350 Media Organization and Regulations
• MEDC 5360 International Communications
• MEDC 5400 Media Production Management
• MEDC 6000 Seminar in Media Communications
• MEDC Elective—One additional core course from MEDC electives, as determined through consultation with an academic advisor

In addition to the seven core courses, the student can choose elective courses offered in the media communications major and/or from the program curricula of other majors, if appropriate and approved. Students can select specialty areas in Advertising & Marketing, Communications Management, and Public Relations. Required courses are different for each of these specialties and are explained in greater detail in the graduate catalog.

MEDC 5000 Media Communications is the requisite course in the media communications program, examining communications theory and its application in mass media as well as introducing students to the graduate program, describing program expectations, and discussing academic preparation for MEDC 6000 Seminar in Media Communications. Therefore, students must take this course even if they have academic and/or professional experience in media communications.

Course Descriptions

MEDC 5000 Media Communications (Requisite Course) (3)
This is the requisite course in the media communications program. Students examine communications theory and its application in mass media. Consideration is given to the distinctive characteristics of each of the major mass communications systems, including print, radio, film, television, and interactive media. The course introduces students to the graduate program and describes program expectations as well as introduces research methodologies used throughout the program and discusses academic preparation for MEDC 6000 Seminar in Media Communications. Therefore, students must take this course even if they have academic and/or professional experience in media communications. Prerequisite: students should have an educational background or professional experience in media communications, or they must enroll in 6 credit hours of additional preparatory undergraduate coursework, as determined by an academic advisor.

MEDC 5200 Directed Studies in Media Communications (3-6)
Under faculty supervision, students examine an area of specialty not currently offered in the media communications curriculum. The student must have prior approval before enrolling. Prerequisite: MEDC 5000 Media Communications. Course may be repeated for credit if content differs, not to exceed 6 credit hours.

MEDC 5250 Visual Communication in the Media (3)
One of the major revolutions in contemporary communication has been the development of visual genres to carry information that cannot be carried easily by printed media or radio broadcast. Students examine the development of the documentary film, photojournalism, television, and interactive media, with particular attention to the impact these have had on other media, in terms of both form and content. Emphasis is on the criteria for critical evaluation of each genre in the light of its particular history and development. Prerequisite: MEDC 5000 Media Communications.

MEDC 5290 Issues in Media Communications (3-6)
Current and significant issues in media communications are examined. The course focuses on existing theories and practices, with emphasis given to new and emerging topics in the field. Prerequisite: MEDC 5000 Media Communications. Course may be repeated for credit if content differs.

MEDC 5300 Strategic Communications
This course is taught from a top-management perspective regarding the strategic role of communications, and the communications manager, in achieving the company mission and measurable bottom-line results. It introduces students to an integrated approach to managing all communications functions, including all direct and indirect communications requirements for both internal and external audiences and intermediaries, such as customers, suppliers, distributors, employees, shareholders, competitors, politicians, analysts, journalists, and lobbyists. It encompasses the functional areas of marketing communications, organizational communications, media relations, investor relations, government relations, and corporate branding. Prerequisite: MEDC 5000 Media Communications.

MEDC 5301 Marketing Communications: Sales Promotion (3)
This course explores the full range of trade and consumer sales-promotion activities and studies the application of these techniques in today's marketplace. Emphasis is placed on the comprehensive understanding of hands-on applications and the creation of a sales-promotion mix for a specific product. Prerequisite: MRKT 5940 Promotional Management.

MEDC 5302 Marketing Communications: Product Publicity (3)
This course examines the creation and execution of communication plans designed to gain favorable product publicity leading to sales. Creative, planning, and execution techniques are studied, as well as the use of appropriate communication tools such as special events, sponsorships, endorsements, online services, direct mail, telemarketing, and news releases. Prerequisite: MRKT 5940 Promotional Management.

ADVT 5303 Marketing Communications: Merchandising and Point-of-Purchase Advertising (3)
This course examines the function of retail merchandising activities in relation to the marketing mix. Emphasis is placed on identifying the various forms and functions of retail merchandising. Students will analyze the relative effectiveness of merchandising activities in relation to the product or service the activity supports. Prerequisite: MRKT 5940 Promotional Management.

MEDC 5304 Marketing Communications: Direct (3)
Students are introduced to the theories and techniques employed in direct-response marketing, including development, execution, and analysis of a direct mail campaign and exposure to related media such as print, broadcast, catalog, and telemarketing. The course also explores the role of new media, such as the Internet, in direct-response marketing. Prerequisite: MRKT 5940 Promotional Management.

MEDC 5305 Marketing Communications: Business-to-Business (3)
This course examines marketing communications theories and practices for business-to-business products and services in contrast to consumer products and services, particularly packaged goods. Topics include market analysis, target identification, planning, and budgeting for communications with customers, suppliers, and intermediaries. Prerequisite: MRKT 5940 Promotional Management.

MEDC 5310 Media and Culture (3)
This course examines the mass media as it reflects and influences the attitudes, values, behaviors, myths, and preoccupations that define a given culture. Students focus on media literacy as a systematic way of deciphering media messages. The course considers the functions of mass media in society and the effect on the individual. Prerequisite: MEDC 5000 Media Communications.

MEDC 5321 Advertising Decision-Making (3)
This course examines case studies that cover decision making in all aspects of advertising management: target and audience identification, strategic planning, objective-setting, creative strategy, media planning, budgeting, research, and agency/client relationships. Prerequisites: a minimum of 6 credit hours of undergraduate coursework in advertising theory or professional experience and MRKT 5940 Promotional Management.

MEDC 5322 Public Communications: Public Relations (3)
This course integrates communications strategy with organizational mission statements, demonstrates stakeholder and issues management techniques, and considers ethical dilemmas in public relations situations. Public relations cases are examined in order to learn effective strategic and tactical answers to public-perception problems and opportunities. Prerequisite: MEDC 5000 Media Communications.

MEDC 5323 Public Communications: Organizational Communications (3)
This course considers the relationship of organizational mission, employee values, organizational cultures, and motivation. Both formal and informal communication networks are studied as they pertain to appropriate use of media to communicate with employees or volunteers. Students examine case studies showing proactive employee information efforts. Prerequisite: MEDC 5000 Media Communications.

MEDC 5331 Media Communications Production: Video (3-6)
Managers of media communications often need to produce or manage the production of video presentations. This course employs techniques common to all types of video production. The class is a hands-on course in portable production and editing, giving students a basis for understanding the use of this medium to meet management strategies. Prerequisite: MEDC 5000 Media Communications.

MEDC 5332 Media Communications Production: Graphics (6)
This course is composed of two elements. First, the student is introduced to the prepress environment, which includes the production process, the current utilization of offset lithography in conjunction with advanced digital technology, and the production controls necessary for timely development of printed materials. The second element of the class is a hands-on production deployment of a prepress project using advanced print-ready techniques. The course will analyze the use of color, budget impacts, and new advances in printing and information distribution technology. Prerequisite: MEDC 5000 Media Communications.

MEDC 5341 Writing for Media Communications: Advertising (3)
This course examines alternative creative strategies used to solve specific advertising problems, develops strategies for particular situations, and brainstorms creative concepts. The student adapts writing styles to specific advertising situations, product categories, and media. Prerequisite: MEDC 5000 Media Communications.

MEDC 5342 Writing for Media Communications: Public Relations (3)
This course applies public relations strategies and theories to writing for specific stakeholder audiences in a variety of complex public relations situations. Various persuasive techniques are applied to specific target audience needs, as indicated by audience analysis. Students examine professional copy and produce their own advanced public relations writing for inclusion in their portfolios. Topics include white papers, financial public relations writing, crisis communications, news releases, etc. Prerequisites: MEDC 5000 Media Communications and MEDC 5322 Public Communications: Public Relations.

MEDC 5343 Writing for Media Communications: Scriptwriting (3)
This course helps students develop several styles of nonfiction video scriptwriting for broadcast and non-broadcast media, including corporate scriptwriting, news-feature writing, and documentary-style scripting. Prerequisite: MEDC 5000 Media Communications.

MEDC 5344 Writing for Media Communications: Speechwriting (3)
Students review and create organizational and business speeches, with special emphasis on assessing the audience, incorporating the organizational mission, researching the speech, and writing for the ear. Prerequisites: MEDC 5000 Media Communications and MEDC 5322 Public Communications: Public Relations.

MEDC 5345 Writing for Media Communications: Journalism (3)
Writing for journalism is intended to give the student an understanding of the various genres of journalistic expression, including the hard-news story, feature story, and investigative story, as well as interpretive and explanatory journalism. Additionally, students are introduced to the trends of journalistic writing, from yellow and tabloid journalism to muckraking and the new civic journalism. Students can expect a number of writing/reporting assignments in this course. Prerequisite: MEDC 5000 Media Communications.

JOUR 5345 News Writing and Reporting (3)
Writing for journalism is intended to give the student an understanding of the various genres of journalistic expression, including the hard-news story, feature story, and investigative story, as well as interpretive and explanatory journalism. Additionally, students are introduced to the trends of journalistic writing, from yellow and tabloid journalism to muckraking and the new civic journalism. Students can expect a number of writing/reporting assignments in this course. Cross-listed with MEDC 5345 Writing for Media Communications: Journalism. Prerequisite: MEDC 5000 Media Communications.

MEDC 5346 Writing for Media Communications: Interactive Scriptwriting (3)
Development of the script in adherence to the planning vehicle requires a thorough understanding of the primary and secondary tasks of the interactive environment. This script must provide full detail for execution of the planning vehicle. Scripting for computer-based training, point of information, point of sale, and other deployments are discussed in this course. Prerequisite: MEDC 5000 Media Communications.

MEDC 5350 Media Organization and Regulations (3)
The student examines the legal structure of the media communications industry. The course focuses on the formation, rationale, and implications of policies that form the basis of media law and regulation. Prerequisite: MEDC 5000 Media Communications.

JOUR 5350 Communications Law (3)
The student examines the legal structure of the media communications industry. The course focuses on the formation, rationale, and implications of policies that form the basis of media law and regulation. Cross-listed with MEDC 5350 Media Organization and Regulations. Prerequisite: MEDC 5000 Media Communications.

JOUR 5352 Scholastic (High School) Publications (3)
This course provides preparation for instructing and advising in the area of publication production. The course will provide knowledge of publishing houses and the printing business; knowledge in content and style of contemporary publications; knowledge of available texts and teaching aids; and knowledge of legal and ethical issues in journalism. The course is designed specifically to prepare journalism teachers at the high school and elementary level for Missouri state certification.

MEDC 5360 International Communications (3)
This course focuses on the history, issues, and future of international communications. The class considers individual media systems, including different understandings of the role of the media, freedom of press and information in different areas of the world, parity between distribution of news and the shaping of the public mind, international stereotyping, and international propaganda. The course also examines the relationship between national and global media systems and the role of international communications in the development of the new world order. Prerequisite: MEDC 5000 Media Communications.

MEDC 5390 Practicum (3)
Students undertake, with the supervision of a qualified professional, an approved internship in a media-related setting. The work experience involves professional media duties. The academic experience involves attendance at seminars and written work. The outline of duties and evaluative methods are established by the student and the internship mentor and approved by the mentor prior to initiation of the program. Prerequisite: completion of at least 21 credit hours in the M.A. in media communications program, including MEDC 5000 Media Communications, meeting program criteria, and permission of the internship coordinator.

MEDC 5400 Media Production Management (3)
This course exposes the student to the principles of management, planning, and execution of media-oriented activities and events. The student examines the role and functions of the producer of media-oriented events: pre-production organization and research; proposal and grant writing; copyright laws; union regulations; budgeting; and staff, crew, and talent coordination. Prerequisite: MEDC 5000 Media Communications.

MEDC 5401 Media Production Management: Interactive (3)
This course will prepare students to manage the variety of disciplines involved in the development and production of interactive media. Students will learn to manage projects from the concept and script, video, audio, and screen design to programming and testing. Budgeting, invoicing, scheduling, flowcharting, treatment, presentation, and delivery platforms will be examined. Prerequisites: MEDC 5000 Media Communications, MEDC 5600 Introduction to Interactive Communications, and MEDC 5615 New Media Tools, or permission of the program coordinator.

MEDC 5430 Media Communications Technology (3)
The student explores new technologies in mass communications and the choices that these technologies present in the area of media communications. Course content focuses on the impact of interactive video, computers, and videotext on business and government and the increasing reliance on the management and communication of information. Prerequisite: MEDC 5000 Media Communications.

MEDC 5440 Media Buying and Market Analysis (3)
This course focuses on the use of qualitative and quantitative research methods used to determine which media are best suited for purchase in an advertising campaign. Market research is combined with print and electronic media analysis using mathematical models. Topics included are ratings for electronic media, circulation of print media, and techniques for evaluating inter-media plans as part of marketing and advertising strategies. Prerequisite: MEDC 5321 Advertising Decision-Making.

MEDC 5451 Stakeholder Management: Financial Communications (3)
This course addresses the specific communication requirements of the financial stakeholder audience, including discussion of legal communication requirements, annual reports, annual meetings, analyst meetings, analyst information programs, and shareowner communications. Prerequisites: MEDC 5000 Media Communications and MEDC 5322 Public Communications: Public Relations.

MEDC 5452 Stakeholder Management: Government Communications (3)
This course focuses on managing public relations strategies and tactics used in conducting public affairs, lobbying efforts, political campaigning, and government public information functions. Prerequisites: MEDC 5000 Media Communications and MEDC 5322 Public Communications: Public Relations.

MEDC 5453 Stakeholder Management: Non-Profit Communications (3)
This course addresses the specific public relations strategies needed to effectively manage the communications function within the non-profit sector of organizations. The challenges of meeting the communication needs of volunteers and donors will be addressed as well as fundraising communication techniques. Prerequisites: MEDC 5000 Media Communications and MEDC 5322 Public Communications: Public Relations.

MEDC 5460 Media Research (3)
The course introduces students to the major research methodologies, communication theories, and topics of study within media research. Theories, models, and methods are applied toward the development of research projects. Students discuss and examine qualitative and quantitative methods of media research employed by various aspects of the media. Prerequisite: MEDC 5000 Media Communications.

MEDC 5465 Crisis Management Communications (3)
A specialized function of the public relations practice is the management of crisis communications. Students in this course study the relationship of the organization and its culture to the external environment in times of crisis. Risk assessment, preparation of a crisis plan, and use of appropriate media in addressing crisis communication needs are studied. Prerequisites: MEDC 5000 Media Communication and MEDC 5322 Public Communications: Public Relations or PBRL 4800 Media Relations.

MEDC 5480 Comparative Approaches to Media Literacy
This course offers an in-depth study in the field of media literacy focusing on approaches to the study of media literacy, including nonverbal, mythic, Socratic, ideological, autobiographical, and production. Students will consider various aspects of the field of media literacy including international approaches/developments in the field, media literacy sectors (education, production, public policy, community), and assessment strategies. Students assume responsibility for a major project or paper. Prerequisite: MEDC 5000 Media Communications.

MEDC 5500 Professional Seminars (1-3)
Students may supplement the core and elective courses in media communications with professional seminars designed to examine contemporary issues in this field. Course may be repeated for credit if content differs. Graduate students may apply to substitute 3 seminar credit hours for one emphasis course.

MEDC 5501 Creative Planning and Strategy in Advertising (3)
This course emphasizes the importance of critical thinking in the planning and development of message strategy for advertising and other marketing communications tools. Class discussions explore the decision-making process and development of criteria for evaluation of alternative message strategies. Emphasis is also placed on the relationship between strategy and tactics. Students must be prepared to present and defend their positions. Prerequisites: MEDC 5000 Media Communications and MEDC 5321 Advertising Decision-Making.

MEDC 5502 Multinational Advertising (3)
This course focuses on the major components in the process of developing multinational advertising programs/campaigns, including client-agent structure, audience identification and segmentation, objective setting, media strategy, creative strategy, research, and budgeting. Each of these steps must be considered within the context of different cultural, political, and legal environments. Prerequisite: MEDC 5321 Advertising Decision-Making.

MEDC 5600 Introduction to Interactive Communications (3)
A practical introduction to interactive media. The course will address concept, design and production strategies, technical aspects of production and publication, and practical applications of interactive media in educational, commercial, and public environments. Students will create flowcharts, treatments, and scripts, and will publish their final project as a design document. Prerequisite: MEDC 5000 Media Communications.

MEDC 5610 Video for Interactive Communications (3)
The production of short segment video bytes for interactive applications differs significantly from conventional video production. Video production for nonlinear access is discussed, and tools and methods are examined. Students are responsible for the planning and development of a series of video shorts. Prerequisites: MEDC 5000 Media Communications and MEDC 5600 Introduction to Interactive Communications or permission of the program coordinator.

MEDC 5615 New Media Tools
Students learn about a variety of media used in electronic and digital environments, from the World Wide Web to DVD. Topics include streaming video and audio on the Web, compression, and equipment or tools necessary to use an interactive program or Web site. Students study examples of existing interactive programs (e. g. Web sites, CD-ROM, DVD) as well as develop strategies to solve real world problems. Note: This is not a production course. Prerequisite: MEDC 5000 Media Communications.

MEDC 5620 Audio for Interactive Communications (3)
This course will teach students how to develop and produce the audio component for a variety of interactive programs. The students will learn how to work with sound engineers and composers, how to record sound in the studio and the field, and how to use ProTools software. Students will also explore different compression techniques and study a variety of delivery systems/environments. Prerequisites: MEDC 5000 Media Communications and MEDC 5600 Introduction to Interactive Communications or permission of the program coordinator.

MEDC 5630 Visual Design for Interactive Communications (3)
Integration of traditional commercial art techniques into dynamic interactive modules is the focus of this course. Proper visual cues for response, efficient use of color, and logical design of decision points are examined in detail. Still-frame images from live video are used in combination with graphic design. Human factor issues in the development of interactive media are analyzed. Prerequisites: MEDC 5000 Media Communications and MEDC 5600 Introduction to Interactive Communications or permission of the program coordinator.

MEDC 5631 Interactive Media Applied to the Internet (3)
Students will review concepts of interactive digital media and the methodologies used to deliver interactive media over the Internet. This course will introduce students to Web-based distribution languages such as HTML, XML, JavaScript, and ASP, as well as the authoring tools that assist in creating content for the Web. Students will be required to design content that incorporates Internet technologies and a minimal amount of HTML coding, which will be introduced during the class. Prerequisites: MEDC 5000 Media Communications and MEDC 5600 Introduction to Interactive Communications recommended.

MEDC 5640 Interactive Programming (3)
The multitude of programming platforms is investigated, reviewed, and their many uses discussed. Advantages, disadvantages, and suitability for particular markets (i.e., consumer, industrial, educational, remote link) are examined in detail. Prerequisites: MEDC 5000 Media Communications and MEDC 5600 Introduction to Interactive Communications or permission of instructor.

MEDC 5650 Special Topics in Interactive Media (3)
This course will address current and significant issues in interactive media and interactive communications. The course focuses on existing theories and practices, with emphasis on new and emerging topics and technologies in this field. The course topics could include computer-based training, games and entertainment, journalism on the Internet, and interactive narrative writing. Prerequisites: MEDC 5000 Media Communications and MEDC 5600 Introduction to Interactive Communications recommended. Can be repeated for credit if content varies.

MEDC 5690 Interactive Project Management (6)
The interactive project represents the integration and implementation of all previous interactive courses for the emphasis student. This project is composed of two elements: the interactive project itself, and the planning and production documents associated with the project. The project culminates in a demonstration and presentation to the project review faculty. Prerequisites: MEDC 5000 Media Communications and permission of the program coordinator.

MEDC 5770 Multinational Public Relations (3)
This course focuses on the challenges and opportunities in public relations in a global environment. Students will analyze case histories from both U.S.-based multinational companies and non-U.S. multinationals. Study also will be directed toward differences in cultures and audiences on each continent. Special attention will be given to questions such as: What kind of media works best where? What cultural expectations inform audience decisions and responses? Which techniques are accepted globally? Pitfalls and common errors will be examined. Review of major worldwide media will be included. Students will develop global public relations strategies and communication plans. Prerequisites: MEDC 5000 Media Communications and MEDC 5322 Public Communications: Public Relations.

MEDC 5981 Integrated Studies in Media Literacy (3)
An in-depth study in the field of media literacy. Students will examine a variety of approaches to the discipline, as well as consider issues related to the field of media literacy. Students will assume responsibility for a major project or paper. Prerequisite: MEDC 5000 Media Communications.

MEDC 5985 Media Literacy Fieldwork (3)
This course provides students with the opportunity to apply media literacy principles through fieldwork at one of a number of sites including schools, retirement centers, parent-teacher organizations, and businesses. Under the direction of the instructor, students will assume responsibility for program initiation, development, implementation, and evaluation. Prerequisites: MEDC 5000 Media Communications, MEDC 5480 Comparative Approaches to Media Literacy, and permission of instructor. May be repeated once for credit.

MEDC 6000 Seminar in Media Communications (3)
In this course, students synthesize and integrate the learning experiences acquired in all previous media communications courses and research current topics relative to production of a thesis document. Also, current topics in media communications are shared in a seminar setting. Techniques used to accomplish these goals may vary. Prerequisite: completion of all other required courses in this major.

MEDC 6250 Thesis Project in Media Communications (3-6)
The student will synthesize and integrate the learning experiences from all previous media communications courses and research a specific topic to complete a thesis project relevant to the major. Techniques used to accomplish these goals may vary and must be summarized in a written project proposal. Prerequisite: completion of all other graduate courses and approval by the Director of Graduate Studies and the Dean of the School of Communications.