Honours Bachelor of Communications & Media (BCMM)

With the advent of digital, many Communications and Marketing practitioners are often left wondering Does the space need to significantly evolve? or Are we still working with the same rules, just new tools? Through this course, we will examine the social, political, economic, legal, and historical context of the use of information sharing, artificial intelligence, new media, new distribution channels, and new delivery systems to develop and refine what we now call interactive media. Students are introduced to the concepts, progression, and adoption of communication tools, and how they are used to support the dissemination and promotion of information. Students develop an awareness of the capability to use content development tools and techniques primarily associated with interactive media.

This course introduces students to the basic elements of using visuals and sound to create compelling content. Students gain hands-on working knowledge of basic production techniques including video editing, camera operation, composition, lighting, and audio, through a combination of production exercises and projects. Students will have the opportunity to explore concepts, discover their interests and aesthetic styles.

Rhetoric is the engine behind human communication, an artful force that drives all media. Students explore persuasion and response of conversation that is purposeful communication, to change, inspire or influence the recipient of a strategic messaging. While learning, applying, and analyzing rhetorical techniques, students will learn rhetoric historical and contemporary contexts. Students will focus on 20th and 21st century applications of rhetorical techniques, based on theories and exemplars of persuasion in multiple genres and forms of media, including discussion of how automated bots tap into people perceptions and use confirmation bias to encourage the spread of disinformation.

Students explore and mobilize structural theories and communications models for narrative forms. Students analyze narrative texts as social discourses to identify how voice, representation, and perspective work to reflect or challenge social power dynamics. Such activities support critical content creation for print, aural, and digital media. Beginning with the personal narrative, students learn the flexibility of the narrative line and related patterns based on variations in genre, audience and medium. Students learn to create new narratives based on trends and frameworks employed in business, entertainment, information, and persuasive communications.

This course is an introduction to theory that supports the legal and ethical engagement and conduct with clients, industry partners, and the public in the field of media and communications. Students examine ethics from a universal, humanist perspective, through the prism of the digital age, and with an emphasis on Canadian law and cultural mores. Students discuss ethical approaches to copyright, ethnic diversity, gender equality, Indigenous rights, intellectual property and moral rights, multiculturalism, and sexual harassment to prepare to work in a global community.

This course is designed to build and develop students’ knowledge of intercultural communication in a global context. Students will explore global, integrated communications strategies, the challenge of adapting or standardizing campaigns, assessing cultural aspects, and creating clear and well-articulated messages that reach across multiple cultures and countries. By introducing complex contexts that shape intercultural communications, students will challenge the beliefs and assumptions they hold when they communicate with others, and learn how to craft effective, intercultural competent and inclusive communications.

This course deals with the fundamental aspects, needs, and requirements of information products, developed from audience and stakeholder analysis, as essential to communicating all kinds of messages effectively to varied audience groups. This course covers principles of critical analysis and application of best practices to create information products in the context of various communication structures. Further, students will conduct research and interviews to arrive at audience profiles and create user scenarios and use cases. In addition to creating content using various tools, students learn to manage content via various content management systems (CMS), and the means to assess the effectiveness of the communicated information.

This interactive course provides students the opportunity to understand cloud architecture and analytics with an emphasis on audience usability and media design. Data analytics entails awareness of architecture, media design, statistics, and domain knowledge, which is evaluated through case studies, research proposals, and presentations. Students examine content development tools and strategies for different media platforms by applying the principles of functionality, audience analysis and usage.

This course introduces students to media-facilitated communication, its impact on society and its relationship with culture, identity, and politics. With a specific focus on the concepts of culture and the production, circulation, and use of cultural artifacts, students explore how social structures, ideologies, The importance of media literacy and defining the role strategic communicators play in the management of content and trust in the age of mis/dis/mal-information are explored. The theories and works of influential contributors to cultural and media studies will be discussed to help students understand the role of media in contemporary life and examine cultural productions. Moreover, students explore the history of media technologies from the printing press to present-day content creation devices, the impact of new media as well as the strengths and weaknesses of each medium. Also, the course enables students to understand the impact of technological advancements in communication and the significance of digital communication in the age of the Internet (IoT) of Things and Generative Artificial Intelligence (GenAI).

This course introduces the two basic programming languages and infrastructure for web development (HTML/CSS). Students will explore key web concepts, including accessibility, responsive design, analytics, and optimization techniques. Additionally, students will delve into the exciting concept of AI in web design, learning how machine learning algorithms can be utilized to enhance user experience, design processes, and personalize content delivery. Equipped with this knowledge, students will begin using their communication skills in the digital world by crafting simple yet accessible webpages using HTML, CSS, and AI-driven design principles. This course serves as an essential bridge between theoretical knowledge and practical application, enabling students to leverage digital platforms effectively to convey compelling messages and engage diverse audiences in their future careers in communication.

Communicators beware, this is not a math course! In this course students will learn key principles of practical statistical analysis and how to interpret data sets to inform data-driven decision making to develop stories and campaigns that engage a target audience. In the digital age, to effectively introduce many tactical methods of communications, professionals must understand how to interpret and present data to substantiate communications, campaign media and marketing campaign design. Through analysis of case studies, research, and experiential learning, participants in this course will study research methodology, analysis and presentation of data and data visualization to determine patterns that inform content creation, with consideration given to both qualitative and quantitative analysis.

This course introduces students to the principles of corporate communications and public relations. Corporate communications and public relations practice reflects, and is influenced, by many of the profound political, economic, social, and technological changes facing society today. Practitioners in this field develop the research and evaluation skills to participate in the public opinion formation and reputation management processes by understanding the complexity that compels individuals, public and private organizations, and institutions. Students examine and engage mirroring industry practice through experiential learning, utilizing tools and data to reach a variety of publics, including customers, employees, media, government agencies, and communities to design campaigns.

In this introductory course, students learn how to create a strategic communications plan that aligns with measurable organizational objectives. Students explore how the strategic communications planning process dovetails with the organizations broader strategic planning process. Students learn the importance of relevancy to ensure that the activities carried out by the corporate communications and public affairs function are designed to achieve defined strategic goals substantiated with data. Students explore the foundations of strategic planning and learn how to incorporate the preliminary elements of the strategic planning process, including social listening and the use of digital tools and data to create the basic framework of a measurable campaign.

In this course, students explore digital and social media tools as content creation, automation, scripting and distribution platforms. Students critically assess the needs of the audience and the functionality of platforms such as natural language processing to create and adapt content for distribution and master audience-first storytelling strategies that build trusted relationships. Students will employ best practices to ensure accessibility of social media content. The course also introduces students to the importance of interpreting analytics for future planning.

Generative Artificial intelligence (GenAI) has transformed the field of professional communications, rapidly changing how and to whom we communicate, and the evaluation methodology of effectiveness. This introductory level course will expand student knowledge to strategically apply GenAI innovation in campaign design across various industries. Interactive sessions will explore both practical and theoretical underpinnings, encouraging analysis of the medium and discussion of the ethical considerations, privacy and legal implications in professional conduct. The course design will provide future communication and media professionals with a foundational knowledge of AI, introducing rudimentary technical knowledge to operationalize communications, explore critical thinking of campaign design and will challenge the learner to innovate.

In this course, students explore community building, engagement and influencer relations both in real-world and online settings. Students learn how responsive two-way communication can turn an audience into a community and how to identify credential and develop trusted relationships with the community influencers. Students will examine industry best practices for managing issues and crises and the requisite ethical, privacy and social responsibilities.

Modern communications employ a variety of digital production tools. This course develops the students technical skills in the selection and application of advanced production tools and techniques. Students will create a variety of information products and communications in various media. Working with popular industry-standard production tools, students learn best practices for communicating via cross-platform digital and print media to meet the needs of local and global audiences.

A message is only as good as the information on which it is based. This course provides students with an introduction to research methods used in communication (and social sciences broadly). Students will become familiar with the complete research process. Students will learn how to source and select relevant and credible information to develop communications strategies, and craft targeted, effective messaging. Students will learn a variety of research methods including both qualitative and quantitative techniques such as social listening used in industry-relevant situations and contexts. They will develop skills in gathering information and statistical data to inform and support communications goals. This course is the first of three courses that introduces students to evaluation and measurement tools necessary to substantiate campaign design. The overarching goal of this course is to use social science methods to evaluate the validity of claims and messages related to real-world phenomena.

This course advances students’ understanding of measurement, evaluation, and performance analysis in communication practice. Students develop the ability to assess the effectiveness of tactical initiatives and strategic communication efforts by interpreting quantitative and qualitative data in relation to clearly defined organizational objectives. Emphasis is placed on evaluation frameworks, data analysis, predictive insights, and evidence-based decision-making, reinforcing research design or proposal development students learned in BCM200 & BCM323. Using primary and secondary data sources, students learn to analyze existing or newly collected data to validate communication outcomes, assess campaign performance, and support substantiated measurement. The course prioritizes objective data interpretation, ethical decision-making, and data literacy, equipping students with practical tools to demonstrate communication value and improve performance. This course complements research-focused courses by emphasizing how data is applied for evaluation and strategic assessment, not how research studies are designed or conducted.

In this course, students learn about the highly competitive and constantly changing environment of the communications and media landscape. Students explore the historical and contemporary contexts of business operating principles and the effect of emerging trends on future business paradigms for large media and communications conglomerates in North America. Students examine corporate business structures, financial reporting, investment and financing models, and consider ethical issues and concerns from the perspective of the communications and media professional.

In this course, students develop a more robust strategic communications plan that aligns with organizational objectives. Students explore how the strategic communications planning process dovetails with the organizations broader strategic planning process. With attention to budgeting and scheduling, the course focuses on the importance of relevancy and ensuring that communications and media activities are designed to achieve the strategic goals and objectives of the organization.

This course builds on foundational research skills gained in BCM303 by guiding students through the design of a detailed applied communication research project. Students focus on how to plan and structure research, exploring qualitative, quantitative, and mixed-method approaches appropriate to workplace communication problems. Emphasis is placed on research design decisions, including problem formulation, hypothesis development, literature review, sampling logic, data collection methods, and ethical research protocols. Working with a real-world communication issue relevant to their professional practice, students develop a complete research proposal that justifies methodological choices and aligns research methods with defined research goals. As the second course in a three-part applied communication research sequence, this course emphasizes research planning and methodological rigour, rather than campaign evaluation or performance measurement, preparing students for data collection, analysis, and evidence-based strategy in subsequent coursework or academic study.

In this course, students learn how to gather, interpret and analyze information to determine the effectiveness of a communication campaign. Students are introduced to the tools and techniques to craft and execute a measurement and evaluation process applying the PESO model that accounts for the campaign objectives, strategies and tactics. Students will develop skills to proactively design campaigns utilizing professional best practice to substantiate process.

This course examines the potential for communications and media professionals to operate as freelancers and digital entrepreneurs in the landscape of the gig economy. Specifically, students learn to recognize opportunities, generate ideas and organize resources to execute successful digital business ventures. They will develop an understanding of the principles of consumer behavior, product development, funding models, environmental scanning, and go-to-market strategies through maximizing the innovation and entrepreneurship ecosystem in Canada. From developing their media portfolios and writing business plans, to positioning themselves as independent contractors, students will examine strategies for promoting themselves and their talents in a competitive marketplace. Students will also develop a comprehensive plan for career development as a self-employed professional.

In this course, students independently use content or campaign development methods and techniques to create multimedia content for a target audience. Students put into practice strategic thinking, planning and project management principles, production methods and techniques for this capstone communications project.

Building on the research proposal developed in the Research Methods in Communications course (HBC323), students conduct a capstone research project while adhering to ethical guidelines. This course provides students with an opportunity to collect and evaluate data and make preliminary recommendations and conclusions on the analytical basis of the research findings.

Three themes of leadership are explored the personal side of leadership, the evolution of leadership theory, and the social side of leadership. Through emphasis on strengths-based leadership, students develop personal effectiveness skills that will assist them in their group and leadership roles, particularly within the context of global media and communications. Professionals struggle with changing legal and ethical implications of the content they create, and activity within which they engage. Students apply legal and ethical principles and practices to work through ethical dilemmas faced by digital and social media and communications practitioners. As strategic communications leaders, students will use contemporary examples to practice ethical decision-making frameworks as they examine significant shifts in the way we communicate, use technology and interact with one another.

In a global economy where digital communications and media are increasingly disrupted by evolving technology and practices, leaders who understand the strategic uses of channels and messaging are in demand. This course helps students develop their strategic communications leadership skills through empathic collaboration, 360-degree analysis, creativity, problem-solving, and audience engagement. Communications leaders enable global business in a variety of contexts. hence students will explore the power of thought leadership, and how they can contribute to improving a companys success in a competitive marketplace while embracing diversity and fostering a culture of innovation and synergy of ideas.

Building upon their individual work in Advanced Concept Development and Production Independent, students work in groups to amplify their content or campaign development methods and techniques to create a more comprehensive multimedia production for a target audience. Students put into practice strategic thinking and interpersonal skills, as well as advanced planning and project management principles, production methods and techniques for this demanding capstone communications project. In teams, students work with an organization, stakeholder or online outlet to conceptualize and realize their projects. Using a studio-based learning approach, faculty mentor student groups throughout the project, helping to navigate through the inherent challenges of content development and production, from pitch to completion. Professional communication, ethical conduct, critical and cultural awareness, and quality standards are emphasized. The course wraps up with a presentation of the final work to stakeholder groups.

Building on research conducted in HBC 403 Communications Research Project Independent, students will complete the final phases of their capstone research project. This course will serve as an opportunity to both further develop the students research skills, as well as their capacity to critically analyze data, confidently present their findings to peers and defend their conclusions. Mirroring professional practice in a collaborative environment, colleagues will provide the presenting student valuable feedback regarding the study and respective presentation content.