The Bachelor of Arts in Communication (BA Comm) is a four-year undergraduate program intended to prepare aspiring media practitioners and communication professionals into becoming principled, competitive leaders in their future careers. The BA Comm program is designed to hone the students’ skills to become effective communicators, critical thinkers, and community-oriented lifelong learners.
The program emphasizes the interdisciplinarity of communication as a field of study and equips students with competencies to be dynamic and convergent, socially and morally responsible, critical and empowered towards a media and communication environment that celebrates diversity, inclusiveness, and innovation. BA Communication offers two tracks: Convergent Media Track and Digital Cinema Track, earned after completing 27 units of track-specified courses clustered under communication-related electives.
The Convergent Media Track fuses the three C’s of media convergence: communication, computing, and content and are seamlessly integrated in the foundational and professional courses of the program. Graduates of the Convergent Media Track are expected to acquire industry-ready skills and possess an entrepreneurial mind-set in order to develop media and communication practitioners, prime-movers, leaders, managers, and entrepreneurs in a converged world of communication, computing, and content.
The Digital Cinema Track combines theory and practice in developing the creative and technical skills of students in the craft of digital filmmaking and video production. The program integrates a comprehensive training of students on the essential aspects of film and video production provided by industry practitioners and academics. Graduates of this track are expected to possess the required dynamism, professional competence, and creative acumen needed in the aesthetic and practical application of skills of the audio-visual production and digital cinema profession.
BA Communication graduates possess Level VI (Baccalaureate) qualifications under the Philippine Qualifications Framework (code number 60321) and the ASEAN Qualifications Framework. The program also currently enjoys Level IV accreditation status since December 2015 from the Philippine Association of Colleges and Universities Commission on Accreditation (PACUCOA).
The BA Comm program accepts all interested applicants from any senior high school track provided that they pass the FEU College Admission Test.
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Aimed at being recognized as a leading communication school, the Department of Communication seeks to produce graduates to become catalysts of social and moral transformation and contributors to national development.
It seeks to produce successful communicators and communication managers who adhere to the highest ethical standards of the media establishment and who possess intellectual acumen as purveyors of information in the Fourth Estate and creativity as practitioners in the field of broadcasting, print, theater arts, cinema, advertising, and new media.
The BA Comm program of FEU aims to:
Develop Communication prime-movers, leaders, managers, and practitioners who exhibit the FEU core values of fortitude, excellence, and uprightness;
Produce scholarly researches and creative works that are critical, ethical and socially relevant;
Build sustainable partnerships that promote media and information literacy, local cultures in a global milieu, advocacy programs that safeguard media freedom and responsibility; and
Provide platforms that discuss issues, trends, and solutions to problems pertinent to the interplay of media, communication, society, and culture.
Upon completion of the coursework, graduates of the BA in Communication program can:
Synthesize information needs and develop appropriate strategies through production and utilization of communication texts;
Advocate for a media and communication environment that is: a. inclusive and respectful of differences; b. dynamic and convergent; c. critical and innovative; and d. socially and morally responsible.
Design creative, innovative, and industry-facing content in multimedia platforms;
Develop entrepreneurial and leadership mindset and competencies; and
Collaborate in diverse communication contexts and environments.
Graduates of the BA Comm program have various career pathways they may choose from. Specifically, the two tracks offer the following career options:
Convergent Media track
Web Content Producer
Social Media Specialist
Public Relations Campaign Strategist
Media and Communication Researcher
Visual Media Editor
Broadcast Media Producer
Integrated Marketing Communications Coordinator
Social Media Manager
Communications Campaign Officer
Digital Cinema track
Documentary Film Producer
Film and Video Editor
Lighting Design Specialist
TV and Film Director
Media and Communication Researcher
BA in Communication offers two tracks – Digital Cinema Track and Convergent Media Track.
The Digital Cinema Track combines theory and practices in developing the creative and technical skills in the craft of digital filmmaking and digital video production. Students are provided with complete hands-on training on all essential aspects of production by industry practitioners and academics.
The Convergent Media Track, on the other hand, fuses the three C’s of media convergence: communication, computing and content which are seamlessly integrated in the program. Having journalists, communication managers, and other professionals as faculty members, students are equipped with industry-ready skills, technical know-how and an entrepreneurial mindset.
The first two years of the BA in Communication program is mostly comprised of General Education (GE) courses intended to hone the learners’ core competencies to prepare them for their advanced professional courses. These competencies include critical and analytical thinking, oral and written communication skills and independent learning which are developed through the liberal education approach of the GE program.
Specific professional courses of the Digital Cinema track and the Convergent Media track are taken by the students in their third and fourth year level where they gain practical experience mostly from industry professionals.
Well-being and work-life balance is also a key feature of the BA in Communication program through the Wellness and Recreation Program (WRP) of the university, under which students choose and plan their own course sessions designed to develop their physiological and psycho-social fitness as well as to encourage social responsibility and community involvement.
The BA in Communication program is intended to empower our students into becoming independent, lifelong learners as future professionals in the field of communication. As such, this program utilizes the following varied teaching-learning approaches focused on learners’ needs and capabilities:
The program adopts the FEU educational philosophy and learning paradigm, putting emphasis on active and dynamic learning to develop higher-order thinking skills among the learners. This involves designing engaging teaching-learning activities and encouraging collaboration between teacher and students inside the classroom to facilitate effective higher learning.
The program utilizes a variety of lectures, discussions and demonstrations in developing theoretical and foundational knowledge in the field of communication and other allied subjects of humanities and social sciences.
As the program recognizes the significance of communication in almost all aspects in the society, students are taught to embrace interdisciplinary approach so that they can better understand concepts, gain deeper meaning and ultimately provide useful ideas.
Coupled with the liberal GE courses which expose learners to the humanities and social sciences, the program hopes to produce creative, critical, socially and morally responsible communication practitioners.
The program recognizes and adapts to the changing technological landscape which our current generation of learners must navigate. Geared towards ubiquitous and independent learning, some courses are delivered through a mix of online virtual classrooms, self-study modules and face-to-face sessions. The university utilizes Canvas, a world-class learning management system to facilitate this mode of delivery.
Aside from didactic and demonstrative approaches, the program utilizes case studies and research-based materials to ensure that learners are provided with updated knowledge and practices in the field. Moreover, the program encourages learners to develop an inclination towards research and scientific thought.
To help students build their technical know-how and creativity, the program includes practice-based subjects led by industry professionals and academics. They are able to gain real-world industry experience as they are mentored to transform their creativity into practical skills such as camera handling, video editing, multimedia writing and content creation among others.
Assessment and Research Work
Throughout the program, students and teachers freely negotiate their assessments and assessment-related tasks for each course, especially in their GE courses. As most of the department are field practitioners and industry experts, teachers are encouraged to use their experience to develop relevant formative and capstone / summative assessments.
Students are assessed using various methods, most of which determine their creativity and practical skills. Aside from the usual critique papers, practical examinations, research works and production outputs are also used as assessments in various professional courses.
Aside from the research-based outputs, the program includes nine (9) units of courses focusing on communication research, including thesis writing and production.
Communication students are required to complete 300 hours of internship experience in their final year of study. As interns under partner industry organizations of the department, they are exposed to actual work experience which allow them to demonstrate and practice their skills in preparation for their future career in the field of communication.
Students need to complete a total of 177 credit units equivalent to a total ____ hours of coursework inclusive of the 300-hour industry internship.