EAUR E-Learning

This course explores the principles and practices of creating compelling advertising messages and visually effective layouts. Students will learn how to craft persuasive copy that aligns with branding strategies and appeals to target audiences. Emphasis is placed on the integration of text and design to communicate messages clearly and creatively across various media platforms.

Objectives:

1. To understand the principles and elements of effective advertising copy and layout design.

2. To develop creative thinking and writing skills for crafting persuasive advertising messages.

3. To explore the strategic role of copy and layout in achieving communication goals.

4. To familiarize students with various advertising formats and media platforms.

5. To gain hands-on experience using tools for layout and design (e.g., Adobe Creative Suite).

6. To critically analyze and evaluate professional ad campaigns for inspiration and improvement.

7. To foster an understanding of target audience behavior and message customization.

Learning Outcomes:

By the end of the course/module, learners will be able to:

1. Identify and explain key principles of advertising copywriting and visual layout.

2. Write clear, concise, and compelling advertising copy tailored to specific audiences and media.

3. Design effective ad layouts that integrate text, imagery, and branding elements harmoniously.

4. Apply creative strategies to produce ads that communicate messages persuasively and memorably.

5. Use industry-standard tools (e.g., Photoshop, Illustrator, InDesign) to execute professional-quality layouts.

6. Analyze and critique real-world advertising campaigns based on strategic and creative criteria.

7. Develop a cohesive advertising campaign with a strong concept, compelling copy, and well-executed visuals.

Course Code: BMAC 2104

Academic Year 2024-2025

Lecturer: Landuard MUGYEMA

A "Documentary History and Theory" course typically delves into the evolution of documentary filmmaking, examining its technological, stylistic, and thematic developments while engaging with theoretical debates surrounding truth claims and representations of reality. Students analyze how documentaries differ from other film genres, explore the ethical considerations of storytelling, and often participate in practical exercises like producing their own short documentaries, thereby gaining critical understanding of the documentary form as both an art and a cultural artifact.

Objectives:

• Understanding the Evolution of Documentary to trace the historical development of documentary forms, from early photography and film to contemporary digital media.
• Developing Critical Thinking Skills to cultivate the ability to analyze and evaluate documentary films and other forms of documentary media critically.
• Exploring Theoretical Frameworks to introduce and examine key theories of documentary, including realism, reflexivity, and performativity.
  
• Practical Application to provide students with a basic understanding of documentary production.

Academic Year 2024-2025

Lecturer: Landuard MUGYEMA

This course provides students with practical and theoretical knowledge of radio production, focusing on the key stages of planning, creating, and broadcasting audio content. Students will learn how to develop radio programs, write scripts, operate recording and editing equipment, and apply techniques for voice delivery, sound mixing, and live or pre-recorded broadcasting. The course also explores radio formats, audience engagement strategies, media ethics, and the role of radio in society. Through hands-on projects and studio sessions, students will gain the technical skills and creative confidence needed to produce professional-quality radio content.

Objectives:

1. To introduce students to the fundamentals of radio broadcasting and audio production.
2. To develop practical skills in scriptwriting, audio recording, editing, and mixing.
3. To explore various radio formats and programming styles (news, talk shows, music, features, etc.).
4. To enhance voice performance, interviewing techniques, and on-air presentation.
5. To promote an understanding of media ethics, audience engagement, and regulatory guidelines in radio.
6. To encourage creativity and teamwork in developing original radio content.

Learning Outcomes:

1. Describe the structure, function, and impact of radio as a medium of mass communication.
2. Plan and produce different types of radio programs using industry-standard tools and techniques.
3. Write clear, engaging radio scripts tailored to various formats and audiences.
4. Operate audio equipment for recording, editing, and broadcasting content.
5. Demonstrate effective voice delivery, interviewing skills, and live presentation techniques.
6. Apply ethical principles and follow broadcasting laws and regulations in radio production.

Course Code: BMAC 1303

Academic Year 2024-2025

Lecturer: Landuard MUGYEMA

This course explores the intricate relationship between Rwandan culture and the ethical responsibilities of the media in contemporary society. It provides a comprehensive understanding of traditional and modern Rwandan cultural values, norms, and social systems, and examines how these influence media practices and public communication. Students will engage with key ethical theories and principles in journalism and media production, and analyze how cultural sensitivity, national unity, and responsible storytelling shape media content in Rwanda. The course also critically examines the role of media in post-genocide Rwanda, focusing on reconciliation, peacebuilding, and development communication.

Learning Outcomes:

1. Describe key elements and values of Rwandan culture and how they influence communication.
2. Analyze how Rwanda’s historical experiences shape media ethics and public discourse.
3. Identify and apply core ethical principles relevant to media practice in Rwanda.
4. Evaluate media content using ethical and cultural lenses specific to the Rwandan context.
5. Demonstrate awareness of legal frameworks and regulatory bodies governing media in Rwanda.
6. Develop culturally sensitive and ethically sound media messages or journalistic content.

Course Code: BMAC 3102

Academic Year 2024-2025

Lecturer: Landuard MUGYEMA

This course explores the complex relationship between mass media and society, examining how media influences and reflects cultural, political, and social dynamics. It provides an overview of various forms of media—including print, broadcast, digital, and social media—and analyzes their roles in shaping public opinion, identity, behavior, and power structures. Students will study media institutions, ownership, representation, and regulation, while also considering issues such as media bias, propaganda, censorship, and the digital divide. Through critical analysis and discussion, the course encourages students to become informed and responsible media consumers and producers in an increasingly interconnected world.

Objectives:

• To examine the historical development and evolution of mass media.
• To understand the role of media in shaping cultural, political, and social values.
• To explore how media influences public perception, identity, and behavior.
• To analyze media institutions, ownership, and the economics of media production.
• To encourage critical thinking about media content, ethics, representation, and power dynamics.
• To prepare students to engage responsibly with media as consumers and creators.

Learning Outcomes:

• Explain the functions and impacts of various forms of mass media on society.
• Identify key theories and concepts related to media studies and mass communication.
• Critically evaluate media messages for bias, representation, and underlying agendas.
• Analyze how media reflects and shapes issues related to gender, race, class, politics, and culture.
• Describe the effects of media ownership and regulation on content and audience perception.
• Discuss the societal implications of emerging media technologies and digital platforms.

Key Topics: 

1. Culture and the Mass Media
2. Social Change and the Mass Media
3. Globalization and the Media
4. Technology and the Media
5. Social Institutions and the Mass Media
6. Mass Media and the Economy
7. Mass Media and Governance
8. Mass Media and Development
9. Mass Media and Environment
10. Sustainable Journalism in Society

Description:

The Media Law module provides an in-depth understanding of the legal principles, regulations, and ethical considerations that govern the media industry. It explores the legal rights and responsibilities of journalists, broadcasters, content creators, and media organizations, emphasizing the balance between freedom of expression and legal accountability.

This module covers key areas such as freedom of the press, defamation, privacy laws, copyright, intellectual property, media regulations, and ethical considerations in journalism and broadcasting. It also examines the role of government agencies and regulatory bodies in enforcing media laws and ensuring responsible journalism.

Through case studies, legal frameworks, and real-world scenarios, students will develop a strong foundation in media law and ethics, equipping them to navigate legal challenges in traditional and digital media landscapes.

Key Topics Covered:

• Introduction to Media Law – The role and importance of legal frameworks in media and communication.

• Freedom of the Press and Expression – Legal protections and limitations on speech and media content.

• Defamation and Libel Laws – Understanding false statements, reputation damage, and legal consequences.

• Privacy and Data Protection Laws – Rights of individuals versus public interest reporting.

• Copyright and Intellectual Property – Media ownership, licensing, and fair use in content creation.

• Media Regulations and Censorship – Government policies and regulatory bodies overseeing media practices.

• Ethical Considerations in Media – Professional standards, journalistic integrity, and responsible reporting.

• Digital Media and Cyber Laws – Online publishing, social media regulations, and digital content rights.

• Case Studies in Media Law – Landmark legal cases and their impact on media practices.

By the end of this module, students will be able to analyze legal issues in media, apply ethical principles in journalism and broadcasting, and ensure compliance with media laws and regulations. This knowledge is essential for careers in journalism, public relations, broadcasting, content creation, and media management.

Course code: BMAC 1302

Course credit: 10

Pre-requisites: None

Academic year: 2024-2025

Lecturer: 

Course Objectives:

By the end of this module, students should be able to:

Learning Outcomes:

By the end of this module, students will be able to: