This course provides an introduction to public relations. The primary purpose of this course is to familiarize students with the basic concepts and principles of effective public relations. To attain knowledge and understanding of the following central concepts:

  1. Role and functions of public relations in an industrialized society
  2. Concepts of public relations, audience analyses, and persuasion
  3. The basic process of public relations—research, planning, communication, Evaluation—and the use of communication strategies to achieve organizational objectives
  4. Understanding of public relations activities in firms, corporations, social agencies, trade, organizations, government, education, not-for-profits and sports and entertainment.

Purpose of the course.

This course is intended to encourage students develop interest in business, have positive attitude towards the business world and to enable them to acquire knowledge and an understanding of commercial activities.

Expected Learning outcomes

After studying this module the student should be able to:

  • Define business and outline the main objective of a business
  • Discuss business ethical and social responsibility concerns
  • Describe various forms of business ownership
  • Critically analyze business environment
  • Understand managerial functions and authority bestowed on a manager
Course Outline BM 003.docxCourse Outline BM 003.docx

This unit equips learners with the knowledge and skills on usage of different computer applications. After a successful completion learners will be able to: differentiate between computer hardware and computer software, describe computer architecture, Perform computer maintenance tasks and perform different roles on given computer documents (such role are; create, edit, manipulate and formatting).


This unit is meant to equip the learner with skills needed to understand the media and it's electronic operations. The learner will have a feel of both radio and television operations not excluding social media in terms of information generation. The learner will as well be equipped with skills needed for a broadcast journalist. 


This course builds on students’ existing journalistic skills, expands and refines them within the context of
feature writing. Techniques will be honed in researching, interviewing, structuring, analyzing and writing
features for all media – print, broadcast and online. The focus will be on how to identify audiences; know
the differences between feature and news writing; and understand the history and traditions of feature
writing. Emphasis will be on feature writing elements, functions, genres, what makes a feature work, the
social significance of features, the roles they play and the principles and conventions to which they
conform. They will also undertake research, reading and practical feature writing exercises and
assignments that will contribute overall course assessment.
Aims of the Course
This course will enable students to explore and gain further practical understanding of all main areas of
feature writing – how and where to find ideas for feature stories; planning, sourcing, organizing interview
questions; how to use sources, how to find an angle, hook; how to engage and hold audience interest and
attention; how to anticipate audience needs, extend writing, make transitions, develop balance, establish
different points of view, explore and maintain argument(s) and debate(s).
Student learning outcomes
At the conclusion of this course the student will be able to:
1) By the end of this course, students would have been prepared to produce journalistic feature
articles of publishable standard, to be published in their online platforms/blogs.

2) Research and be able to write features for all media; understand the principles and conventions of
feature writing, its disciplines and interdisciplinary contexts.
3) Work independently and collaboratively using a diversity of tools and approaches to undertake
assignments and projects given with strict adherence to timelines given.
4) Rely on strong interviewing and research skills.
Course content
 How feature writing differs from news writing.
 Writing introductions and closers for feature articles
 Writing features people will want to read
 Different types of feature writing
Feature writing for local print media
 Feature story structure

The purpose of this course is to introduce the students to the basic techniques of electronic media production. This unit is also expected to equip the students with skills of how to produce broadcast content using electronic media. Emphasis will be on the aesthetic role of electronic media in the modern mass media environment.

This unit is meant to expose the learner to production aspects of electronic media (radio and television). They will also learn how to do broadcast interviews, directing, news packaging, features, commercials, magazines, documentaries and corporate videos.


This course is going to equip you as the learner with the technical skills required in the technical operations of the media broadcast industry. The purpose of this course is to equip the student with knowledge and skills to appreciate and operate the studio and broadcast equipment. The trends and regulations in the broadcast industry will also be covered. Emphasis will be on the technical operation of studio equipment in the modern mass media environment.

Introduction to technical operations, radio/ TV equipment, role of the technical operator, technical personnel, the transmission chain, the sound mixer, the vision mixer, camera operations ,single camera, multi-camera productions (camera shots and movements), microphones, cables, XLR, BNC, jacks, RCA, HDMI, editing operations, analogue v/s digital facilities, lighting techniques (key light, back light, fill light), video streaming