BS (4 Years) for Affiliated Colleges 

Course Contents for Subjects with Code: BSCS 

This document only contains details of courses having code BSCS.  

Center for Undergraduate Studies, University of the Punjab          1 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐111  II 
Mass Communication  3 
BSCS‐211  III 
Year  Discipline 
1  Applied Psychology, English, Social Work 
2  Sociology & Sociocultural Studies 
Communication
ƒ Definitions, types and significance of Communication
ƒ Process of Communication: source; message; channel, noise; destination;
encoding; decoding; and feedback
ƒ Essentials of effective communication
ƒ Role of Mass media in agenda setting
ƒ Nature and functions of mass communication (Information, Education, Opinion
Formation, Entertainment and Development.)

Media of Mass Communication

ƒ Print Media: newspapers, magazines, periodicals, books, pamphlets, etc.
ƒ Broadcast media: radio, TV, film.
ƒ Comparative study of mass media, their components, functions and effects.

Recommended Readings:
1. Dominick, J. R. (2006). Dynamics of Mass Communication (8th ed.). New York;
McGraw-Hill.
2. Straubhaar, LaRose.(2002). Media Now: Communication Media in the Information
Age (3rd ed.). USA; Wadsworth.
3. Understanding Mass Communication, Defleur Dennis, Houghton Mufflin Co.
Bostan. 2000
4. Introduction to Mass Communication, Edward J. Whetmore, Wadsworth
Publishing Co. California 1995.
5. Journalism for All, Mehdi Hassan and Abdus Salam Khurshid, Aziz Book Depot,
Lahore. 6th ed.; 1997.
6. Iblagh Kay Nazriyat, Muqaddara Shamsuddin, M. (Nation Language Authority,
Islamabad 1990.
7. Dynamics of Mass Communication Roger Dominic 6th ed, McGraw Hill New
York, London 1999.
8. Ta’araf-e-iblagh-e-Amma, Matin-ur-Rehman Murtaza, Department of
Communication, University of Karachi 2000.
9. Introducing Mass Communication Michael W. Gambol, McGraw Hill, 1996.
10. Media of Mass Communication, John Vivian 5th ED. Allyn and Bacon, London,
2000.
 

Center for Undergraduate Studies, University of the Punjab          2 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐101  Introduction to Mass Communication  3  I 
Year  Discipline 
1  Mass Communication 
Communication
• Definitions, types and significance of communications
• Process of Communication: source; message; channel; noise; destination; encoding; and
feedback
• Barriers in communication
• Essentials of effective communication
• Role of mass media in agenda setting
• Nature and functions of mass communication (Information, Education, Opinion
Formation, Entertainment and Development)

Media of Mass Communication

• Print Media: newspapers, magazines periodicals, books, pamphlets, etc.
• Broadcast media: radio, TV, film.
• New Media: (Internet) On-line journalism. Traditional/Folk-Media
• Comparative study of mass media, their components, functions and effects.

Recommended Books:
1. Dominick, J.R (2006). Dynamics of Mass Communication (8th ed.). New York;
McGraw-Hill.
2. Straubhaar, LaRose.(2002). Media Now: Communication Media in the Information Age
(3rd ed.). USA; Wadsworth.
3. Understanding Mass Communication, Defleur Dennis, Houghton Mufflin Co. Bostan.
2000
4. Introduction to Mass Communication, Edward J. Whetmore, Wadsworth Publishing Co.
California 1995.
5. Journalism for All, Mehdi Hassan and Abdus Salam Khurshid, Aziz Book Depot,
Lahore. 6th ed., 1997
6. Iblagh Kay Nazriyat, Muqaddara Shamsuddin, M.(Nation Language Authority,
Islamabad 1990.
th
7. Dynamics of Mass Communication Roger Dominic 6 ed, McGraw Hill New York,
London 1999.
8. Ta,araf-e-Iblagh-e-Amma, Matin-ur-Rehman Murtaza, Department of Communication,
University of Karachi 2000.
9. Introducing Mass Communication Michael W. Gambol, McGraw Hill, 1996.
th
10. Media of Mass Communication, John Vivian 5 Ed. Allyn and Bacon, London, 2000.

Center for Undergraduate Studies, University of the Punjab          3 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐102  Contemporary World Media  3  II 
Year  Discipline 
1  Mass Communication 
Profile of News Channels
• CNN
• BBC
• Fox News
• Bloomberg
• Al-Jazeera
• Star News
• VOA

Profile of World Elite Press

• The New York Times
• The Washington Post
• The Los Angles Times
• The London Times
• The Guardian
• Times
• News Week
• Economist

News Agencies
• AP
• Reuter
• AFP
• DPA
• APP

Media Conglomeration
Big Media Giants:
• AOL
• Times Warner
• Walt Disney
• News Corporation
• General Electric
• Viacom

Center for Undergraduate Studies, University of the Punjab          4 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐201  National and International Affairs  3  III 
Year  Discipline 
2  Mass Communication 
National Affairs:
• An overview of post independence History of Pakistan.
• Constitutional Development in Pakistan
• Basis of Pakistan’s Foreign Policy and Pakistan’s relations with other countries India,
Afghanistan, Iran, China and US, SAARC, ASEAN,
• Contemporary issues political instability, Governance Issues, Health, Education, Water,
Population, Gender, Human rights, Poverty etc.

International Affairs:
• Shift in balance of power: end of bipolar system and its implications.
• The United Nations and its current role in conflict resolution.
• Muslim World, Issue and problems, Role of OIC
• Issue and problems faced by contemporary World:
ƒ Geo Political Status of Pakistan;
ƒ Regional Arrangements three case studies European Union, ASEAN, and SAARC.
ƒ Palestine Israel conflict
ƒ Kashmir Dispute
ƒ Nuclear Problem
ƒ War against terrorism and its different dimensions
ƒ WTO and its implication and impact.

Recommended Books:
1. Safdar Mahmood (2006-2007). International Affairs. 2nd Edition. Jahangir printers,
Lahore, Pakistan.
2. Ken Booth & Time Dunne. (2002). Worlds in Collision Terror and the Future of
Global Order. Palgrave Macmillan.
3. Noam Chomsky (1997). World Orders Old and New. Pluto Press. USA.
4. Aeron Davis. (2007). The Mediation of Power. Routledge Taylor and Francis Group.
5. Saiyyad Muhammad, Saleem Moini. (1995). International Law. Pakistan Writer’s Co-
operation Society Karachi, Lahore.
6. Mehmood, Safdar. (2000). International Affairs. Jang Publishers. Lahore.
7. Inayatullah, (1947). State and Democracy in Pakistan, Vanguard Books Pvt. Ltd.
Lahore
8. Rizvi, Hasan-Askari (2000). Military State and Society in Pakistan, Macmillan Press
Ltd.
9. Saeed, Khawaja Amjad (2007). The Economy of Pakistan, Oxford University Press.
10. Jain, Rashmi (2007), The United States and Pakistan 1947-2006, Radiant Publishers.

Center for Undergraduate Studies, University of the Punjab          5 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐202  Mass Media in Pakistan  3  IV 
Year  Discipline 
2  Mass Communication 
Historical Background
• Growth of the Muslim Press in the sub continent
• Role of Sir Syed Ahmed Khan, Moulana Hasrat Mohani, Mulana Muhammad Ali Johar,
Molana Abul Kalam Azad, and Zafar Ali Khan
• Press and the Pakistan Movement

History and Development

• Press since independence.
• Major Development of Press in Pakistan
• Major Problems and prospects of press in Pakistan

Government and Press

• Government Press relations
• The Print Media since 1947 to-date

Electronic Media in Pakistan

• Growth & Expansion of Radio, Television, and Film in Pakistan.
• Growth of Cable television and its Cultural and ethical dimensions.
• Establishment of Pakistan Electronic Media Regulatory Authority (PEMRA).
• Salient features of PEMRA ordinance 2002.
• Electronic Media in Private Sector. FM Radio and Satellite Television.
• Online Journalism: Development and Future prospectus

News Agencies
• Development of News Agencies.
• Expansion, Working, Organizational, Structure and Future perspective in Pakistan

Recommended Books:
1. Khurshid Abdus Salam, Journalism in Pakistan, United Publishers, Lahore.
2. Lent J. A., Newspapers in Asia.
3. Majeed Nizami, Press in Pakistan, Department of Political Science, University of the
Punjab, Lahore.
4. Hasan Mehdi, Mass Media In Pakistan.
5. French David and Richard Micheal (2000), Television in Contemporary, Asia, SAGE
Publication International, UK.
6. Aziz Yousaf (2003), Cable Television A vision for Future Pakistan.
7. Aziz Yousaf (2003), Prospect & Promotion of Electronic Media in Pakistan.
8. Sh. Mugheesuddin (1981) ABC of Radio Journalism.,
9. Niazi, Zamir, Press in Chains
10. Hassan, Mehdi (2001) , Mass Media in Pakistan. Aziz publisher. Lahore.
11. Hassan, Jawad & Hadi, Syed Ali (2004), Media and Mass Communicational Laws of
Pakistan. Haji Hanif Printers. Lahore

Center for Undergraduate Studies, University of the Punjab          6 
BS (4 Years) for Affiliated Colleges 

12. Ahmad, Shehzad (2005), Journalism and Press. Anmol Publication Pvt.
Ltd. New Dehli.
13. Ahmad, Shehzad (2005), Journalism News Coverage. Anmol Publications Pvt. Ltd.
New Dehli.
14. Syed, M.H. (2006), Mass Media in new world order. Anmol Publication.
15. Ahmad, Shehzad (2005), Art of Modern Journalism . Anmol Publication.
16. Hijazi, Miskeen Ali (2004), Mass Communication Theory and Practice. A-One
Publishers. Lahore.

Center for Undergraduate Studies, University of the Punjab          7 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐301  News Reporting & Writing  3  V 
Year  Discipline 
3  Mass Communication 
News
ƒ Definition and Elements of News
ƒ News Determinants and News Values
ƒ Sources of News
News Writing Techniques
ƒ The Lead/Intro, its components and types,
ƒ Inverted Pyramid form and hunting for leads and other formats,
ƒ Block paragraphs and special treatment to news.
The Reporter
ƒ Importance of a reporter
ƒ Duties of a Reporter
ƒ Qualities of a Reporter
Essentials of Reporting
ƒ Observation,
ƒ Looking for stories,
ƒ Background information
ƒ Track down relevant sources of information for stories
Reporting Beats
ƒ Crime
ƒ Court
ƒ Political
ƒ Parliamentary Affairs
ƒ Culture,
ƒ Sports,
ƒ Education,
ƒ Economic and Commerce; and others
News Agencies
ƒ International
ƒ National
ƒ Local

Recommended Readings:
1. Anderson David “Investigative Reporting”, Englewood Cliffs, Prentice, Hall, 1964
2. Charnely Mitchell’s “Reporting”, New York Hoet, Rinhart & Winston 1964
3. Hohenberg “The Professional Journalist”
4. Mac Dougall, Curts D. “Interpretative Reporting”, New York, Macnillian 1972
5. Porter and Luxon “The Reporter and the News”
6. William L. Rivers “Finding Facts”, Englewood Cliffs, N.J; Prentice Hall, 1975.
7. Alden Todd, “Finding Facts Fast”, Barclay, Ten Speed Pren, 1979
8. Ken Metzler, “Creative Interviewing”, Englewood Cliffs, N.J; Pren, 1977
9. Hijazi, Miskeen Ali, “Fun-e-Idarat”
10. Khursheed, Abdul Salam Dr., “Fun-e-Sahafat”
11. Hashmi, Farkhanda, “Fun-e-Khabar Naweesi”

Center for Undergraduate Studies, University of the Punjab          8 
BS (4 Years) for Affiliated Colleges 

12. Writing and Reporting the News by Gerald Lanson, Mitchell Stephens
13. Reporting & Writing: Basics for the 21st Century by Christopher Scanlan
14. News in a New Century: Reporting in an Age of Converging Media by Jerry Lanson,
Barbara Croll Fought Pine Forge Press A Sage Publication Company.

Center for Undergraduate Studies, University of the Punjab          9 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐302  Broadcast Journalism  3  V 
Year  Discipline 
3  Mass Communication 
ƒ Introduction to Radio,
ƒ TV, Film and Internet;
ƒ Working of Radio and TV stations;
ƒ Production of Radio and TV news and programs;
ƒ Script writing for radio and TV.
ƒ Production of Radio and TV programs.
ƒ Radio TV Talk Shows,
ƒ Discussions, plays and documentaries;
ƒ Qualification and duties of a radio and TV News producers.
ƒ Various dimensions of electronic media. (FM Radio, Satellite, Terrestrial and cable TV
etc.)

Recommended Readings:
1. Understand the Media, Andrew Hart, Rontledge, New York. 1991.
2. Inside the Media, Conrad fink, Longman, New York. 1990.
3. Television Culture, John Fiske, Mcthuen, London. 1987
4. Modern Mass Media, John C. Merill, John Lee, Edward Jay
5. Friedlander, Harper & Row, New York. 1990.
6. Power of TV, Conrad Lodziak, Frances Prilie, London. 1986.
7. Mass media: An introduction to Modern Communication, Ray Eldon Hiebert,
8. Donald F. Ungurait. Thomas W. Bohn, Longman, New York. 1982.
9. Media Studies, Stwart Price, Pitman Publishing, London. 1993
10. Media Impact, Shirley Biagi, Wadworth, Belmont, 2nd Edition. 1992.
11. Telecommunication an Introduction to Electronic media, lynne Gross6th ed. Brown and
Benchmark, London. 1997
12. Electronic Media, Christopher H. Sterling, Preager London. 1994
13. Pakistan Cinema, Mushtaq Gazdar, Oxford University Press, Karachi. 1997.

Center for Undergraduate Studies, University of the Punjab          10 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐303  Online Journalism  3  V 
Year  Discipline 
3  Mass Communication 
ƒ Scope and importance of online journalism
ƒ Socio-economic, legal, cultural and political issues related to the access of information
through internet.
ƒ Scanning and Surfing
ƒ Techniques of cyber costing, publishing and marketing Online
editions of newspapers/magazines
ƒ Prospects and challenges of Online journalism
ƒ Writing for Website
ƒ Blogs, Virtual Community
ƒ Reporting Online

Recommended Readings:
1. Journalism in the Digital Age, John Herbert, Focal Press Oxford, 2000.
2. Introduction to Mass Communication, Agee, Ault, 12th ed., Longman, 1997.
3. Understanding Mass Communication, Defleur, Dennis, Houghton Muffin, N.Y,
1998.
4. Media Impact, Shirley Biagi, Wadsworth, 1999.
5. Media of Mass Communication, John Vivian, 1999.
6. Dynamics of Mass Communication, Dominic 6th ed.

Center for Undergraduate Studies, University of the Punjab          11 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐304  Media Seminar  3  V 
Year  Discipline 
3  Mass Communication 

The purpose of this seminar course is to provide students with opportunity to interact with the
experts regarding different communication issues. In the seminar, students will present their
papers prepared in consultation with their teachers. Presentation of paper is mandatory. The
papers will be followed by the discussions. Seminars will be presided by an expert of the area or
the teacher concerned. Teacher can also suggest source material to the students and they can also
present a summary/abstract or critique on the book/article in the seminar. Nevertheless, focus will
be on important communication issues. Each student will give at least two presentations in the
seminars on two different issues.
 

Center for Undergraduate Studies, University of the Punjab          12 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐305  Theories of Communication‐I  3  V 
Year  Discipline 
3  Mass Communication 
ƒ Mass communication theory – Evolution and Development
ƒ Normative theories
ƒ Gate-keeping
ƒ Two-step flow of communication
ƒ Selective exposure, perception and retention
ƒ Cognitive Dissonance theory
ƒ Social Learning theory

Recommended Readings:
1. Chaffee, Steven H. 2000. Mass Communication Uses and Effects, 3rd ed. MacGraw
Hill, New York.
2. Joseph R. Mominick. 2004. The Dynamics of Mass Communication, 5th Ed. Mac Graw
Hill, New York.
3. Werner J. Severin & James W. Tankard, Jr. 2003. Communication Theories:
Origins, and Uses in the Mass Media, 3rd . ed. Longman Group Ltd. London.
4. James Curran, Michael Gurevitch. 2000. Mass Media and Society, 3rd ed. St. Martin
Press. New York.
5. Mac Quill. 2003. Theories of Communication, 2nd ed. Longman Group Ltd. London.
6. Philip Rayner. 2003. Mass Media Studies: An Essential Introduction Rutledge, New York.
7. Defleur Melvin L. 1999. Theories of Mass Communication, 3rd ed. David
McKay Co. NewYork.
8. Joseph, Dominic. 2004. Mass Media Research 4th ed. Wadswort Publishing Company,
Belmont, California.
9. Dennis Everett, Marshall John. 2003. Media Debates. 2nd ed. Longman Publisher, New
York.

Center for Undergraduate Studies, University of the Punjab          13 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

Sub Editing & Page Designing (Theory & 
BSCS‐306  3  VI 
Practice) 
Year  Discipline 
3  Mass Communication 

Introduction
ƒ Nature and scope of Sub-Editing
Sub Editor
ƒ Qualities of a Sub-Editor
ƒ Responsibilities/Duties of a Sub-Editor
Mechanics of News Editing
ƒ Reading creed material
ƒ Symbols and their uses
ƒ Translation
ƒ Structuring and re-writing of news story
Make Up
ƒ Make up techniques
ƒ Basic principles of page make up
ƒ Different kinds of make up
Headlines
ƒ Definition
ƒ Purpose of Headlines
ƒ Qualities of Headlines
ƒ Kinds of Headlines
ƒ Principles of Headlines making.
Use of Computer
ƒ Use of computers in the newspapers
ƒ Composing
ƒ Computerized Page making techniques

Recommended Readings:
1. The Art of Editing by BrooksEtal
2. News Editing by Matzler Ken, Englewood, Cliffs, Prentice Hall 1979
3. The Art of Editing News, Mc Giffert Renert
4. Design and Make of Newspaper, Sultan A.A
5. Journalism, Trowin Ion’s, London,: David and Cherl, 1975
6. Editing in the Electronic Era, Gibson M. L. published by Gowa State University Press
1979
7. Fun-e-Khabar Naveesi by A. R. Khalid
8. Fun-e-Idarat by Hijazi, Miskeen Ali
9. Sahafat by Hassan Mehdi

Center for Undergraduate Studies, University of the Punjab          14 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

Feature, Column & Editorial Writing 
BSCS‐307  3  VI 
(Theory & Practice) 
Year  Discipline 
3  Mass Communication 
The Editorial
ƒ Definition of Editorial
ƒ Its purpose, importance and forms
ƒ Functions of Editorial
ƒ The Techniques of Editorial writing
ƒ The contents of editorial page
ƒ The editorial page in Pakistan and its standard.
Feature Writing
ƒ Definition, Concept and Scope of Feature
ƒ Types of Feature
ƒ Sources for the material
ƒ Feature Writing Technique
ƒ The importance of Pictorial Display in features.
Column Writing
ƒ Definition and Concept
ƒ Functions of a Column
ƒ Types of Column
ƒ Role of Columnist in society.
ƒ Practical Column Writing
Reviews
ƒ What is review
ƒ Difference between review and criticism.
ƒ The purpose of Review writing
ƒ The techniques of review writing
ƒ Practice of reviewing books, Film, Drama, Theatre, Radio and Television Programs etc.

Recommended Readings:
1. Brenneck Clark. Magazine Article Writing New York.
2. Drewry J. E. 1951. Book Reviewing. Bostan Macmillin Co.
3. Hohenberg. J. The Professional Journalist.
4. Reddick. D.C. 1949. Modern Feature Writing. New York.
5. Waldrap. 1955. Editor and Editorial Writing. A.G. Rinhart and Co.
6. Shafiq Jalandari. Feature Nigari.
7. Shafiq Jalandari. Kalam Naweesi
8. Miskeen Ali Hijazi. Idaria Naweesi.
9. Harry W. Stonecipher. 1979. Editorial & Persuasive Writing: Opinion Functions of the
News Media: Humanistic Studies in the Communication Arts. Hastings House Publishing.
10. William L. Rivers. 1988. Writing Opinion. Reviews. Iowa State Pr; 1st ed.
11. Bruce Garrison. 2004. Professional Feature Writing: Lea’ Communication series. Lawrence
Erlbaum Associates; 4th ed.
12. Campbell, B. Titchener. 1988. Reviewing the Arts: Communication Textbook Series.

Center for Undergraduate Studies, University of the Punjab          15 
BS (4 Years) for Affiliated Colleges 

Lawrence Erlbaum Assoc. Inc.

13. Charlotte Digregorio. 1993. You can be a columnist: Writing and Selling your way to
prestige. Civetta Press.

Center for Undergraduate Studies, University of the Punjab          16 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐308  Research Methods‐I  3  VI 
Year  Discipline 
3  Mass Communication 
ƒ Defining Research
ƒ Concepts of Research in Mass Communication
ƒ Steps in Research
ƒ Elements of Research
o Concepts
o Constructs
o Variables
o Research question
o Hypothesis
ƒ Measurement Levels and scale
ƒ Kinds of scientific research
o Qualitative and Quantitative
o Basic and Applied
o Historical Research
o Observational
o Descriptive Research
o Correlation Research
o Experimental Research
ƒ Sampling and its Techniques
ƒ Literature Review and its Techniques
ƒ Ethics in Research

Recommended Readings:
1. Rabin Kemchand, “Journalism and Human Development”, first Edition 2000, A. S. Saini
for Dominant Publisher and Distinctions, Orient Offset Dehli, 110053.
2. N. C. Pant, “Modern Journalism – Principles and Practices”, first Edition 2002, Kanishka
Publisher, 4697/5-21A, Ansari Road, Darya Ganj, New Dehli-110002.
3. Shearon A. Lowery, Melvinl. De Fleur, “Milestones in Mass Communication Research”,
Second Edition 1988, Longman Inc 95, Chrch Street, White Plains, NY 10601.
4. Joseph, Dominic. 2004. Mass Media Research 4th ed. Wadsworth Publishing Company,
Belmont, California.
5. Dennis Everett, Marshall John. 2003. Media Debates. 2nd ed. Longman Publisher, New
York.

Center for Undergraduate Studies, University of the Punjab          17 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

BSCS‐309  Theories of Communication‐II  3  VI 
Year  Discipline 
3  Mass Communication 
Media Effects Theories
ƒ Levels and kinds of effects
ƒ Diffusion of innovations model.
ƒ Knowledge gap hypothesis
ƒ Social realities versus mediated realities
ƒ Attitude and persuasion
ƒ Opinion formation, spiral of silence
ƒ Cultivation effects hypothesis
ƒ Agenda setting, framing, priming

Recommended Readings:
1. Chaffee, Steven H. 2000. Mass Communication Uses and Effects, 3ud ed. MacGrow Hill,
New York.
2. Joseph R. Mominick. 2004. The Dynamics of Mass Communication, 5th Ed. Mac Graw
Hill, Inc. New York.
3. Werner J. Severin & James W. Tankard, Jr. 2003. Communication Theories: Origins, and
Uses in the Mass Media, 3rd ed. Longman Group Ltd. London.
4. James Curran, Michael Gurevitch. 2000. Mass Media and Society, 3rd . ed. St. Martin
Press Inc. New York.
5. Mac Quill. 2003. Theories of Communication, 2nd ed. Longman Group Ltd. London.
6. Philip Rayner. 2003. Mass Media Studies: An Essential Introduction Rutledge, New York.
7. Defleur Melvin L. 1999. Theories of Mass Communication, 3rd ed. David McKay Co.
New York.
8. Joseph, Dominic. 2004. Mass Media Research 4th ed. Wadsworth Publishing Company,
Belmont, California.
9. Dennis Everett, Marshall John. 2003. Media Debates. 2nd ed. Longman Publisher, New
York.

Center for Undergraduate Studies, University of the Punjab          18 
BS (4 Years) for Affiliated Colleges 

Code  Subject Title  Cr. Hrs  Semester 

Introduction to Advertising & Public 
BSCS‐310  3  VI 
Relations 
Year  Discipline 
3  Mass Communication 
Advertising
ƒ Definition, Purpose and scope
ƒ Evolution and Development
ƒ Socio – economic role of Advertising
ƒ Types of Advertising (Advertising for Electronic and Print Media, Online Advertising)
ƒ Advertising Agency; its organizational structure with special reference to Pakistan
ƒ Media of advertising – Techniques and Tactics g. Copy writing and message construction
PUBLIC RELATIONS
ƒ Definition, Purpose and Scope
ƒ Process of Public Relations
ƒ Duties of Public Relations Officer
ƒ Tools of Public Relations
ƒ Comparative Study of Advertising, Propaganda and Publicity
ƒ Public Opinion Formation
ƒ PR Organizations: Business, Trade & Finance, International and
Diplomatic Public Relations
Practical
ƒ Preparation of backgrounders
ƒ Curtain Raisers
ƒ Writing of Press Notes, Handouts and Press releases.

Recommended Readings:
1. “Effective Public Relations” by Centre, H. Allen, Cutlip. M. Scott, New Jersey” Prentice
Hall Inc. 1978
2. “Essentials of Advertising”, by Chandan, S. J. et al. New Delhi, Bombay, Oxford & IBH
Publishing Co. Pvt. Ltd. 1990
3. “Public Relations for Marketing Management”, by Jefkins, Frank. Long Acre, London:
Pitman Publishing 1991.
4. “Advertising: Made Simple”, by Jefkins, Frank, Calcutta; Rupa Co. 1982
5. “Advertising” by Mandell, Maurice I., Englewood Cliffs, N. J: Prentice- Hall, Inc. USA
1974
6. “The Design of Advertising”, by Nelson, Paul Roy, low: WCB, Wm.C, Brown
Publishers Dubugue, USA, 1985
7. “Taloqaat-e-Aama”, by S. A. Siraj, Allama Iqbal Open University, 1990
8. “Public Relations: Strategies and Tactics”, by Wilcox, Dennis L., Ault, Phillip H. and
Agee, Warren K., New York, Harper Collins Publishers, 1989
9. “Advertising”, by Wright S., John et al., USA, MC-Graw-Hill Series in
Marketing, 1982

Center for Undergraduate Studies, University of the Punjab          19 
BS (4 Ye
ears) for A
Affiliated Co
olleges

Code Subjeect Title Cr. Hrs Sem

mester
BSCS - 401
4 Research Methods-II 3 V
VII
Year Disciplline
4 Comm munication Studies

Course Contents
C

ƒ Reseaarch Methodds
o Survey Metho od
o Content
C Anallysis Methodd
o Case
C Studyin
ng Method
o Experimental
E l Method
o Observationa
O al Method
o Participant Observation Method
M
o Focus Group
o Inn-depth Interrviews

ƒ Data Analysis an
nd Applicatioon Statistics
o Techniques
T of
o Data Analyysis
o Descriptive
D Statistics
S
o Non-Paramet
N tric Tests
o Parametric Teests
ƒ Propoosal and Rep
port Writing
ƒ Referrencing

Recomm
mended Book
ks
 BS (4 Years) forr Affiliated Colleges

Code Subbject Title Cr. Hrs Semester

BSCS - 402 Develop
pmental Com mmunication / Journalism
m 3 VII
Yeaar Disccipline
4 Commmunication n Studies

Course Contents
C
The needd for develoopment commmunication; Basic Conncept: Promootion of devvelopment:
developm
ment, as proccess & Goal. Sociology of
o developmeent,
ƒ Extennsion Comm munication annd Developmment Commuunication
ƒ Deveelopment Jou urnalism andd Developmeent Communnication
ƒ Deveelopment Com mmunicationn and Develoopment Suppport Commuunication

Developmment Comm munication and

a Social Change
C
ƒ The concept
c of ch
hange
ƒ Levell of change
ƒ Sourcces of change
ƒ The role
r of opinio on leader
ƒ The Communicat
C tion channelss
ƒ Factoors influencinng change
ƒ Obstaacles to channge
ƒ Reduucing resistannce to changge
ƒ Diffuusion of innoovations

Planningg Development Commu unication caampaign

ƒ Conccept of campaaign i.e. Heaalth, Literacyy, Sanitation etc.
ƒ Advaantages of caampaign
ƒ Creatting the plan
n
ƒ Stagees
ƒ Technniques of cammpaign
ƒ Usingg Slogans
ƒ Seleccting media and
a method

Prospectts and Challlenges of Deevelopment Communicaation in Pak kistan

ƒ Finanncial problemms
ƒ Lack of education n and traininng
ƒ Contrrol over med dia
ƒ Politiical problems
ƒ Economic Problems
ƒ Admiinistrative prroblems
ƒ Mediia Sociology
ƒ Case Studies: wo ork on develooping a com
mmunication strategy.
Recommended Books
• AIOU. 2002. Reader on Development Support Communication, Department of Mass
Communication. AIOU, Islamabad.
• Anjaneyulu, Shri K.et.al.1999. Local Radio. making an impact. Agricultural Information
Development Bulletin.
• Ascroft ,Joseph.1991. The Profess of Development Support Communication. A.Symposium
paper, Ohio. The Ohio State University
• Chen, Peter. 2002 .Visual Communication Materials for Rural Audiences. Re-orienting
artists and copywriters. Development Communication Report.
• Hedebro, Goran. 1999.New perspectives on Development: how Communication contribute.
Communication and Social Change in Developing Nations: a critical view, Iowa: The Iowa
State University Press.
• Jan Servaes, Jacobson, White. 2000. Participatory Communication for Social change, Sage
Publication, New Delhi.
• Diffusion of Innovation, E.M. Rogers, Free Press, New York 3rd Ed.1983.
• Perspectives an Development Communication, K. Saudanaudan Nair, Sage Publication,
London, 1993
• Communication and the Third World, Geoffrey Reeves, Routledge, London, 1993
• Global Communication in Transition, Hamid Mowlana, Sage publication, London, 1996
• Social Change, Michael Kunczick FES Germany.
BS (4 Ye
ears) for A
Affiliated Co
olleges        

 
Code Subjectt Title Cr. Hrs Seemester
BSCS-4003 Media Ethiccs & Laws 3 VII
Year Disciplline
4 Comm munication Studies

Course Contents
C

Ethics
ƒ Inntroduction, need and naature
ƒ Sources of eth
hics in Pakisstan society.

Media etthics
ƒ N
Need and sco
ope
ƒ E
Ethics and meedia professiion
o Social respon
nsibility theoory
o Isslamic code of ethics

Ethical problems
p
ƒ E
External and internal presssures on meedia
ƒ T violation
The ns of ethics inn Pakistan (ddeadline andd ethics)
ƒ Privacy, corru
uption, persoonal interests, etc.)

Codes off Ethics and

d Applicatioon
ƒ Innternational codes of ethhics (Print, ellectronic andd web mediaa)
ƒ Pakistani coddes of ethicss (ethical coode of practtice – 17 pooints in presss council
orrdinance, 20
002)
ƒ O
Other codes of
o ethics andd applicationn

Media laaws
ƒ Inntroduction, need and naature
ƒ E
Evolution of press
p laws inn sub-continnent and Pakistan.
 ƒ Salient features of the current press ordinances:-
o PEMRA ordinance.
o Press Council Ordinance
o Press Laws: An overview
o Defamation Ordinance
o Copy Right Act

Recommended Books
• Dr. Ahsan Akhtar Naz, Sahafti Zimadariyan, Muqatdra Qaumi Zaban, (National Language
1998, Islamabad.
• Javed Jabbar Qazi Faiz Isa, Mass Media Laws and Regulation in Pakistan
• Dr. Ahsan Akhtar Nar, Sohafti Qawaneen. A.H. Publishers, Urdu Bazar, Lahore
• Dr. Naz, Sahafti Ikhlaqiat, Azeem Academi Urdu Bazar, Lahore.
BS (4 Ye
ears) for A
Affiliated Co
olleges  
     

Code Subjectt Title Cr. Hrs Sem

mester
BSCS-4004 Advanced Reporting
R 3 V
VII
Year Disciplline
4 Comm munication Studies

Course Contents
C

Interpretaative report; concept, gaathering infoormation, speecial sourcees of inform

mation, what is an
investigaative story. Need
N of inveestigation, fooreign & dipplomatic repoorting. Quesstions of ethiics &
laws. Struucture of innterpretative,, investigativve, foreign news
n stories.

Practical:

10 interppretative sto o foreign & diplomattic stories & their

ories. Scrappbook with clipping of
evaluatioon.

mended Books
Recomm
• Newss Writing & Reporting for f today meedia, Bruce D. D Itle & Doouglas A. Annderson, McGGraw
Hill m,
m New York k , 3rd, Ed. 1994
• Newss Reporters & News Souurces, Herbert Strenzt, Prrentice Hall,, New Delhi, 2nd Ed 19992
• Newss Reporting & Writing, Brain
B S. Broook, George Kennedy, Daryl
D R. Moeen, Don Rauly, St
Martiin’s Press, New
N York 4thh Ed 1992
• Repoorting for the Print Media, Fred F Fedler, Harcourrt Brad ollege Publisshers,
Forthhworth , 5th Ed 1993
• Interppretative Rep
porting, Currtis D. MacDDougal, Macm millan, New
w York 8th Ed.
E 1982
• The Computerize
C ed Newspapeer, Paul Willlaims, Heineemann, Londdon, 1990
• Invesstigative Repporting, Claark R. Molllenhoff, Maacmillan, Neew York. 19981.
• Mediia Credibilityy, S.K. Aggaarwal, Mittall Publicationns, New Delhhi, 1989.
• Publiic Affairs Reporting:
R Investigatioon, Interprettation nad research, George
G S. Hage,
H
Evereett E. Denn nis, Arnold H. Ismach, Stephen Haartgen, Prenttice Hall, Neew Jersy, 1976
BS (4 Ye
ears) for A
Affiliated Co
olleges 

 
Code Subjecct Title Cr. Hrs Sem
mester
BSCS- 4005 Newspaper Production 3 V
VII
Year Discip
pline
4 Comm munication Studies
S

Course Contents
C
Methods of composin ng and prinnting, historiccal developm
ment from Hand
H Composiing to commputer.
Composinng, Historical Development of Photo P wood Carving to Scanner, Film
Printinng – from w
Making, Photo editing g. History of page Makking, Layout & make-upp book editinng & Produuction.
Comparattive Features of
o Newspaperr, New Techniiques of Printting.

Recomm
mended Book
ks

• Markketing in Pub blishing, Patrrick Forsythh, Routledge,, London, 19997

• Modeern Newspap per Practice,, F.W. Hodggson, Focal Press,
P Oxfordd, 4th Editioon, 1996
• Pictuure Editing: an
a introductiion, Tom Anng, Focal Preess. Oxford, 1996
• The Computerize
C ed Newspapeer, Paul Willliams, Oxforrd, London, 1990
• Newsspaper Desig gn for the Tiimes, Lois Silvestein, Vaan Nostrand,, New York,, 1990
• Modeern Newspap per Editing & Productionn, F.W. Hoddgson, Heinnneman, Londdon. 1987.

PRA
ACTICAL:

• The students
s willl be requiredd to produce news paperss during the semester.

   
BS (4 Ye
ears) for A
Affiliated Co
olleges 
 
Code Subjecct Title Cr. Hrs Sem
mester
BSCS-4006 Radio News
N Reporting and Prod
duction 3 V
VII
Year Discip
pline
4 Comm munication Studies
S

Course Contents
C

Distinctivve features of radio news.

n Basic requiremennts. News sources, selection of new ws for
radio. Raadio news writing;
w stylee, drafting chhoice of woords; compilation of raddio news bullletin.
Presentattion. Interviiewing for radio. News commentaaries & anaalysis. Talkss & discusssions.
Characteeristics of rad
dio news reaader.

PRACTIICAL:

20 new stories, 5 inteerviews of 10 minutes eaach, submisssion of an auudio cassette.

Recomm
mended Book
ks
• Internnational Rad
dio Journalissm, Tim Croook, Routleddge, London,, 1988
• Broaddcast Journaalism, Andreew Boyd, Focal Press, Oxford, 1997
• Local Radio Jou urnalism, Paaul Chantlerr, Sam Harrris, Focal Press,
P Oxfordd, 1997
• The Radio
R Handb book, Pete Wilby,
W Routledge, Londoon, 1996
• Craftting the Newws for Electronic Mediaa, Carl Hausm man, Woodssworth publiishing Califoornia,
1995
• Broaddcast Writinng, Roger L Waltern,
W MccGraw Hill, New
N York, 19941
• Radioo Journalismm in Pakistaan, Idrees Siddique,
S Feerozson, Laahore, 1990
• Radyyai Sahafat, Sajjad
S Haideer, Muqtadiraa quomi Zabban, Islamabbad, 1989
   
BS (4 Ye
ears) for A
Affiliated Co
olleges 
 

Code Subject Title

T Cr. Hrs
H Sem
mester
BSCS-407 TV Newss Reporting and
a Productiion 3 V
VII
Year Disciplin
ne
4 Commun nication Stud
dies

Course Contents
C

Set up & working of

o news. Duuties of new ws producer. Sources off TV news, spoken worrds &
visuals. Use
U of visuuals. TV new ws film. Baasics of new ws film shoooting & ediiting. Draftinng of
TV newss. Compilatio
on of bulletiin. Preparation of networrk bulletin. Preparation
P o special repport.
of

Practicaal:

20 news stories and

d film comm
mentaries, 5 interviews of 10 minuutes each, suubmission off a
video casssette

Recommeended Bookss

• The television
t haandbook, Pattricia Hollannd, Routledge, London, 1997
1
• Pre – Production n Planning off Video Film m and Multim media, Stevee R. Cartwriight, Focal Press,
P
Oxford, 1996
• Trainning With Video, Steve R. Caartwright, Knowledge K Industry Publications,
P New
Yorkk, 1996
• Basicc Television Reporting, Ivor
I York, Focal
F Press, London,
L 19990
• Visuaal Editing, Howard
H I. Finnberg and Bruce D. LItaale, Wadswoorth, Belmonnt, 1990
• ENGG Television News,
N Charlles F.Cremer, 3rd Ed. McGraw
M Hil, New ork, 19996
• Televvision Journaalism, Shahiida Kazi, Trranslated byy Aju-e-Kam mal, Dynya-e-Adab, Karrachi,
1993
 BS (4 Y
Years) for A
Affiliated C
Colleges

Code Subjecct Title Cr. Hrs Semester

S
BSCS-4088 Adverrtising-I 3 VII
Year Disciplin
ne
4 Commun nication Stud
dies

Course Contents
C

Indepth study of vaarious Functtions of Addvertising. Micro

M and Macro
M Econnomic Impaact of
Advertisiing. Successsful Advertising. Guidelines for wrriting potentt copy alonggwith techniiques.
Evaluatioon of work. Presentation
P n of a campaiign to the cliient.

Practicaals

Writing at least 20 copies for Press Ads. Posters, sttickers and P.O.S. mateerial.

Recomm
mended Book
ks

• Adveertising Exceellence, Courrtland L. Boovee, McGraaw- Hill, Incc. New Yorkk, 1995
• Conteemporary Advertising,
A Bovee / Wiilliam F. Arrens, Arwin Homwood, Boston, 4thh Ed.
1992
• Publiic Relations Cases, Jerryy A. Hendrixx, Wadsworthh, Belmont, 1992
• Adveertising Man nagement. Daavid A. Aakeer, Prentice Hall, 4th Edd. India, 19966
• Comm modity Adveertising, Olaan D. Forkerr, New York,, 1993
• The Practice
P of Advertising,
A Norman Harrt, 4th Ed. London.
L 19955
• Do Itt Yourself Advertising, Fred
F E. Hahnn, John Wrilley & Sons, New
N York, 1993 1
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Code Subject Title Cr. Hrs

C Semester
BSCS--409 Public Relations-I
R 3 VII
Yeaar Disccipline
4 Commmunication
n Studies

Course Contents
C

Public reelations. A Business Way

W of Liffe. The corrporate Perssonality of an a Organizaation.
Objectivees, audiences, some communication guidelines; buddget allocation; the Proggram,
employeees, opinion Leaders.
L PR in Sales suppport; markeeting, advertiising and pubblic relations.

Practicaal:

Writing at
a least 20 prress release s and handouuts.

mended Book
Recomm ks

• “Effeective Publicc Relations”” by Centre,, H. Allen, Cutlip. M. Scott, New Jersey” Preentice
Hall Inc.
I 1978
• “Public Relation ns for Markketing Manaagement”, byy Jefkins, Frank. F Longg Acre, Lonndon:
Pitmaan Publishinng 1991.
• “Public Relation ns”, by Jefkkins, Frank, Long Acree, London: Pitman P Publlishing, 19911
• “Talooqaat-e-Aam ma”, by S. A.. Siraj, Allam
ma Iqbal Opeen Universitty, 1990
• “Public Relationss: Strategiess and Tacticss”, by Wilcoox, Dennis L.,
L Ault, Philllip H. and Agee,
A
Warrren K., New York, Harpeer Collins Puublishers, 19989
• The Practice
P of Public
P Relattions, Fraserr P. Steitel, Merrill Publishing Com
mpany, Singaapore
1992
• The Practice
P of Public
P Relations, Sam Bllack, butter worth
w Heinemann, Londdon, 1995
• Publiic Relations; Principles, Cases andd Problems. H. Frazrieer Moore, Frank F B. Kaalupa,
Sujrjeeet Publicatiions, New Delhi,
D 1998.
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Code Subject Title Cr. Hrs

C Semester
BSCS--410 Organizzations and Organization
O al Behavior 3 VII
Yeaar Disccipline
4 Commmunication n Studies

Course Contents
C

Concept,, types, structure and charaacteristics of managgement annd organizattions.

Functionns of manageers, functions of organizzations. Grouup and interggroup comm munication. Inter
and inntra organizzation commmunication. Barriers.
B Im
mproving orgganizational communicaation.
Private ownership p vs. Public ownershhip. Personnnel manageement. Execcutive, edittorial,
productioon, circulatio
on and adverrtising persoonnel, financcial administrration of thee media.

Practicaal:

Each stuudent will be

b required to identify & make a detailed stuudy of Com
mmunication
process in an organizzation.

Recommeended Bookss
• Comm municating at
a Work, Roonald B. Adleer, McGraw Hill, New York Y 5th ed. 1996.
• Smalll Group Communicaation Theorry and Prractice, Roobert S. Caatchcart, Larrry A.
Samoovar and Lin nda Hieznam man, Brown Benchmark
B P
Publishers, M
Madison, 1996.
• Organnizational Behaviour,
B R
Robert P. Vecchio.
V The Dryden Press,
P Fortwaarth, 3rd. 1995.
• Organnizational Communicati
C ion, Peter K.. Manning, Aldine
A De Gruyter,
G Neww York. 19922.
• Organnizational Architecture,
A , David A. Nadler,
N Marrc S. Gersteein, Robert B. Shaw, Joossey
Bass Publishers, San Franciscco. 1992.
• Comm munication, A. Managerial Perspeective Jane Whitney Gibson, G Richhard M. Hodgetts,
harpeer Collins Pu
ublishers. 19991.
• Inside Organizattional Com mmunication,, Carul Rensss and Donnn Silvis (eds)) Longman, New
Yorkk. 1985.
• Organnizational Communicat
C tion, Howardd H. Green Baun (all volumes), Sage S Publicaation,
Londdon. 1983.
• Manggement –A Global Preespective, 10th ed. Weeihrich and Koontz, MccGraw Hill, New
Yorkk, 1994.
• Teleccommunicatiion Manageement, Barryy L. Sherm man, McGraw w Hill, New w York. 19955.
• Strateegic Newsp paper Management, Conrad C C. Fink,
F Southeern Illinois University
U P
Press,
Carboondale, 19888.
• Electtronic Mediaa Mangemennt, 2nd ed. Peeter K. Pringgle, Focal Prress, Londonn. 1991.
• Manaaging Mediaa Organizatioon, John M. Lavine, Lonngman, New York.1988.
• Perossnnel – The Managemen
M nt of People At
A Work, Dale
D S. Beachh, MacMillaan Publishingg Co.
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Code Subject Title Cr. Hrs

C Semester
BSCS-411 Busineess & Marketting Communication 3 VII
Year Discip
pline
4 Comm munication Studies
S

Course Contents
C

Formal & Informal Organizatiional Comm munication. Work Grouup Behaviorr. Horizontaal and
Diagonall Communiccation. Dysfufunctional Coontrols. Mottivation withhin Organizzation. Chaanges
& Growwth. Comm munication Technologyy. Eliminatinng Physical Distance. Communiccation
Challengges. Organizzational Conflict Manageement. Ethiccal questionss.

Practicaal

Assignm
ments.

Recommeended Bookss

• Comm municating at
a Work, Roonald B. Adleer, McGraw Hill, New York,Y 5th ed. 1996.
• Smalll Group Com mmunicationn Theory & Practice, Roobert S. Cattchcart, Larryy A. Sam movar
and Linda Hienm man, Brow wn & Bencchmark Publlishers, Madiison, 1996.
• Organnizational Behaviour,
B R
Robert P. Vecchio.
V The Dryden Press,
P Fortwaarth, 3rd, 1995.
• Organnizational Communicati
C ion, Peter K.. Minning, Aldine
A De Grruyter, New York, 1992..
• Organnizational Architecture,
A David A. Nadler,
N Marrc S. Gersteein, Robert B.
B Shaw, Toossey
Bass (Publishers)), San Franciisco, 1992.
• Comm munication, A Manageerial Perspeective Jane Whitney Gibson,G Richhard M. Hodgetts,
Harper Collins Puublishers, 19991.
• Inside Organizattional Comm munication, Corol Rensss and Donn Silvis (eds) Longmann, New
Yorkk, 1985.
• Organnizational Communicati
C ion , Howarrd H. Greenn Baun (all volumes), Sage
S Publicaation,
Londdon. 1983.
BS (4 Yeaars) for Afffiliated Collleges 

Codee Subjeect Title Cr. Hrs

C Semester
BSCS-4400 Internship 6 V
VIII
Year Disciipline
4 Commmunication Studies
S

Course Contents
C

The studeents are requirred to compleete two monthh internship inn the media orrganization. The
T student will
w be
evaluated on the basis of internship performance and report thhat will be subbmitted at thee end of the
internshipp program.
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Code Subject Title Cr. Hrs

C Semester
BSCS--412 Reseearch Reporrt 6 V
VIII
Yeaar Disccipline
4 Commmunicationn Studies

Course Contents
C

The studeents will be reequired to connduct researchh on selected topic under thhe guidance of
o their teacheer and
submit a research
r reporrt at the end of
o the semesteer.

Recomm
mended Book
ks

 
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Code Subjectt Title Cr. Hrs

C Semester
BSCS-413 Media Managemennt and Mark
keting 3 V
VIII
Year Disciplin
ne
4 Commun nication Stud
dies

Course Contents
C

ƒ Organization of Mass Media

O M in Pakkistan (Presss, Radio & TV)
ƒ Private Vs. Pu ublic ownersship
ƒ Personnel ad dministrationn: Types ofo media personnel:
p e
executive, editorial and
prroduction
ƒ C
Circulation, Advertising
A a Financiaal administraation of the media
and m
ƒ C
Comparison of
o media witth other sociial institutionns and with each
e other
ƒ M
Media conglo omerates
ƒ M
Marketing off media produucts

mended Book
Recomm ks

• Manaagement a Global
G Persspective, Weeilrich and Koontz, 9thh ed. McGraaw Hill, 19994.
• Manaaging Mediaa Organizatioons, John Laavaine, Longgman, 1994.
• Mediia Managemment , Ardythh B. Sohn, Lawrance
L Erllebaum, Lonndon,1999.
• Strateegic Newspaper Mannagement, Conrad C. C Fink, SIUP,S Carbonndale, 1999..
• Ruckker and Willliams News paper organnization andd Managemeent-Iowa staate college Press.P
Iowa 1958.
• Newsspaper Organ nization andd Management, Hervert L. L William, 1994.
• Ruckker Frank Neews Papers Circulation.
C I
Iowa state coollege press Iowa.
BS (4 Ye
ears) for A
Affiliated Co
olleges 

C
Code Suubject Title Cr. Hrs
C Semester
BSC
CS-414 Specialiized Journallism 3 V
VIII
Y
Year Discipline
4 Communiccation Studies

Course Contents
C

Specializzed Journa alism – Heaalth, Educattion, Econom

mics, Envirronment, Women
W & Media,
M
Labour, Regional
R Media,
M Mediaa in SAARC
C Countries, Sports, Rurral Journalissm etc. (O
Out of
these subbjects, one caan be opted)).

The subjeects will be offered baseed on the avaailability of the

t teacher and
a the studeent’s strengthh.

Recommeended Bookss
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Codee Subjeect Title Cr. Hrs

C Semester
BSCS-4415 Advanced Sub-Editingg 3 V
VIII
Yearr Disciipline
4 Commmunication Studies
S

Course Contents
C

Drafting news item ms form handouts

h and press releases,
r trranslation, heeadlining, Use
U of
computerr, in subbing
g. Page makiing, Photo Editing,
E

Practicaal:

Manual and
a computeerized subbinng exercises and assignm
ments

mended Book
Recomm ks

• The Art
A of Editin ng by BrookssEtal
• Newss Editing by Matzler Kenn, Englewoood, Cliffs, Prrentice Hall 1979
• The Art
A of Editin ng News, Mcc Giffert Rennert
• Desiggn and Makee of Newspaaper, Sultan A.AA
• Journnalism, Trowwin Ion’s, Loondon,: Daviid and Cherll, 1975
• Editinng in the Eleectronic Era,, Gibson M. L. publishedd by Gowa State
S Univerrsity Press 19979
• Fun-ee-Khabar Naaveesi by A. R. Khalid
• Fun-ee-Idarat by Hijazi,
H Miskeeen Ali
• Sahaffat by Hassaan Mehdi
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Code Subject Title Cr. Hrs

C Semester
BSCS--416 M
Magazine and Book Produuction 3 V
VIII
Yeaar Disccipline
4 Commmunication
n Studies

Course Contents
C

ƒ Qualification of a Magaziine Editor

Q
ƒ Special & Im mportant Aspects of Magaazine Journaalism
ƒ E
Editorial Plannning and responsibilitiees of Editoriaal Board
ƒ C
Collection off material forr Magazine
ƒ C
Criteria for seelection of material
m
ƒ R
Rewriting & editing mateerial
ƒ Proof reading g
ƒ Principles and d objectives of Make up / Layout / tiitle page
ƒ Function and duties of MakeM up Editoor
ƒ L
Layout techniiques
ƒ Pictorial Disp play
ƒ N horizonss of specializzed magazinnes; Businesss, Science annd Sports jouurnalism etcc.
New

Practicaal:

The studeents will be required to produce

p a geeneral magazzine in groupps during thee semester.

Recommeended Bookss

• “Maggazine Editinng and Produuction” by Click,

C J. W. Russel
R N.
• “Phottojournalism
m: Principles and Practices” by Edom m, Clifton C..
• “Maggazine for Millions:
M the Story
S of Speecialized Pubblications” by
b Ford, Jam
mes L.G.
• “Maggazine Writeer’s Handboook” by Frankklyu
• “Masss Communication – An introductionn (fourth Ediition)” by Joohn R. Bittneer.
• “Masss Media-IV”” by Ray Elddon Heibert,, Donald F. Ungurait,
U Thhomas W. Boohn.
• “Fun-e-Sahafat” by Khursheeed Abdul Saalam
• “Jaddeed Urdu Saahafat” by Masood
M Bin Mehmood
M
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Code Subject Title Cr. Hrs

C Semester
BSCS--417 Radio Progrram Producttion 3 V
VIII
Yeaar Disccipline
4 Commmunication
n Studies

Course Contents
C
ƒ Working
W of a Radio statioon.
ƒ Set up of stud
dios.
ƒ Kinds
K of micrrophones.
ƒ Duties
D of radiio producer, Program plaanning and budgeting.
b
ƒ Production off different tyypes of progrrams: Talks and discusssions, featurees and
documentariees, plays, chiildren’s proggrams, sport,, announcem
ments.
ƒ Commercial
C productions
p and public service
s broaddcasting.
ƒ Outdoor
O Broaadcasts.
ƒ Trends
T of FM
M Radio in puublic & privvate sector inn Pakistan.

Practicaal
Productioon of at leastt five docum
mentaries, feaatures or prggorammes off different tyypes.

Recomm
mended Book
ks

• B O’’Donnel, Lewis. (1992).Modeern Radioo Producttion. London: Wadsw worth

Publiishing.
• Boydd, Andrew. (1997).Broaddcast Journallism. Oxfordd Focal Presss.
• Channtle, Paul. & Harris, Saam. (1997),, Local Radiio Journalissm. Oxford:F Focal Press.
• Crookk, Tim. (198 88).Internatioonal Radio Journalism.
J L
London: Rouutledge.
• Hameelosky, Wallter V. (19955).Principless of Media Developmen
D nt. New Yorrk: k Knowlledge
Indusstry Publishiing.
• Hausman, Carl. (1995). Crrafting the News N for Electronic
E M
Media. Califo
fornia:Wadsw worth
Publiishing.
• Haideer, Sajjad. (1989).Rady
( yai Sahafat. Islamabad:Muqtadira Quomi Q Zabaan.
• Jank,, Hakemuldeer. (1998). Radio and T.V. Journalism. New w Delhi: Arnnolds Publishhers.
• Mcleeash, Robert. (1999). Raddio Production 4th ed.Oxxford: Focall Press.
• Page,, David and d Crawley, William. (2001).
( Sateellites Over South Asiia: Broadcassting,
Cultuure and Pub blic Interest. Oxford: Oxford
O Univversity Press.
• Qureshi, Haseen n-uddin. (1990). Khabrrain Sunye. Karachi:W Wish Publicaations.
• Rumssey, Faranciis. & McCoormick, Tim m. (1996). Sound
S Recoording .Oxford Focal Preess.
• Siddiique, Idress.. (1990). Radio Journaalism in Pakkistan. Lahoore: Ferozsonn.
• Srivaastava, H.O. (2000). Broadcast Technnology: A Review.
R New
w Delhi: Gyaan Books Pvtt. ltd.
• Sterliing, Christop
pher H. (19994).Electroniic Media. Neew York: Praaeger.
• Wilbyy, Pete. (19996).The Radio Handbookk. London: Routledge.
R
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Code Subject Title Cr. Hrs

C Semester
BSCS--418 TV Prograam Productioon 3 V
VIII
Yeaar Disccipline
4 Commmunication
n Studies

Course Contents
C

ƒ Workking of TV station
s
ƒ Geneesis of TV prrogram from m idea to recoording; lightiing, shootingg, editing etcc.
ƒ Produuction of diifferent typees of TV programs.
p taalks, discussions, docum mentaries, plays,
p
show
ws etc.
ƒ Prepaaration of special reportss.
ƒ TV producer:
p quaalifications and
a duties.
ƒ Out door
d Broadcaasting.
ƒ Cablee Televisionn in Pakistan..
ƒ Ethiccal and culturral issues.

Practicaal

Productioon of at lest five documeentaries, feattures or prgoorammes of different

d typpes.

Recomm
mended Book
ks

• Anthony, Friedm mann. (2001). Writing forr Visual Meddia. Boston: Focal Press.
• Cartwwright, Steve R. (19996). Pre-Prooduction Plaanning of Video V Film and Multimmedia.
Oxford: Focal Press.
• Cartwwright, Stev ve R. (19996). Traininng with Video.
V New York: Knoowledge Inddustry
Publiications
• Finbeerg, Howard d I and Itale, Bruce D. (11990). Visuaal Editing. Belmont:
B Waadsworth Creemer,
Charlles F. (1996)). ENG Teleevision Newss 3rd ed. Neew York: MccGraw Hill.
• Hollaand, Patricia. (1997). The Televisionn Handbook. London: Rooutlege.
• Kazi,, Shahida. (1993). Teelevision Joournalism. Translated by Auj-e- Kamal. Karrachi:
Dunyya-e-Adab.
• Page,, David and Crawley, William. (2001). ( Sateellites over South Asiia: Broadcassting,
Cultuure and Pub blic Interest. Oxford: Oxford
O Univversity Press.
• Sincllair, John. (1996). New w Patterns inn Global Tellevision. Neew York: Oxford
O Univeersity
Presss
• Srivaastava, H.O. (2000). Brooadcast Tecchnology: A Review. New N Delhi: Gyan
G Bookss Pvt.
Ltd.
• Thommson, Roy. (1994). Mediia Grammar of the Editinng. Oxford: Focal Presss.
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Codde Subbject Title Cr. Hrs

C Semester
BSCS
S-419 Adveertising - II 3 V
VIII
Year Diiscipline
4 Co
ommunicatioon Studies

Course Contents
C

Advertisiing as a too
ol of marketting. Adverttising and marketing
m miix. Consumeer behavior and
market segmentatio on. Makinng of efffective TV V commerccials. Various types off TV
commerccials. Publicc service TV
V spots Raddio advertisinng. Producttion of Raadio Spots and
sponsoreed Radio Prrogrames. Advertising
A reesearch.

Practicaal:

Students will be requ

uired to prodduce advertissements in suupervision of
o the teacherrs.

Recomm
mended Book
ks

• Adveertising & Poopular Cultuure, Jib Foweels, Sage Lonndon, 1996.

• Conteemporary Advertising,
A Courtland L.L Bovee annd William F. Arens Irw win, Homew wood,
1986.
• Consumer Behav vior, Del. I. Hawkins,
H Buusiness Publiication Inc. Plang,
P Taxess, 3rd 1986
• “Esseentials of Advertising”
A ”, by Chandan, S. J. et al. New w Delhi, Boombay, Oxfoord &
IBH Publishing
P Co.
C Pvt. Ltd.. 1990
• “Advvertising: Maade Simple”,, by Jefkins, Frank, Calccutta; Rupa Co. 1982
• “Advvertising” byy Mandell, Maurice
M I., Ennglewood Cliffs, N. J: Prentice- Hall, Inc. USA 1974
• “Thee Design of Advertisingg”, by Nelsoon, Paul Royy, low: WCB B, Wm.C, Brown
B Publiishers
Dubuugue, USA, 1985
1
• “Advvertising”, by
b Wright S.,, John et al., USA, MC-G Graw-Hill Series in Marrketing, 19822
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Codde Subjject Title Cr. Hrs

C Semester
BSCS--421 Public Relations
R – III 3 V
VIII
Yeaar Disscipline
4 Communication
n Studies

Course Contents
C

Media reelations. Med

dia conferences. Sponsorrships. Special events. Exhibitions
E a presentattions.
and
Advertisiing. Audio visual electtronic mediaa. Research. Speaker Panels.
P Proffessional Groups.
Contingeency Planninng. Measurinng Results.

Practicaal

Besides writing
w exerccises of presss releases annd handouts, the studentts will be reqquired to plaan PR
strategiess for various organizations. The will w be requiired to manaage complette events succh as
press connference, semminar, worksshop, exhibittion etc.

Recomm
mended Book
ks

• The Practice
P of Public
P Relattions, Fraserr P. Steitel, Merrill Publishing Com
mpany, Singaapore
1992
• Publiic Relations,, Writing & Media Techhniques, Deennis L. Willcox and Law wence W. Nolte,
N
Harper & Row, London,
L 1990..
• The Practice
P of Public
P Relations, Sam Bllack , Buter Worth
W Heineemann, Londdon, 1995
• Publiic Relations. Principles, Cases andd Problems. H. Frazrieer Moore, Frank F B. Kaalupa,
Surjeeet Publicatio
ons, New Deelhi, 1998.
• Strateegic Comm munications Managemen
M nt: Making Pub lic Elaations Workk, Johan Write,W
Lauraa Mazur, Addision
A Weesley Publisshers, Univeersity Press Cambridge,
C 1995.
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Code Subject Title Cr. Hrs

C Semester
BSCS--422 Businesss Writings 3 V
VIII
Yeaar Disccipline
4 Commmunication
n Studies

Course Contents
C

Basic wring
w in orgganization: memos, Buusiness lettters, instrucctions, policcies, regulattions,
evaluatioon reports, abstracts
a & press articles, newslettters, Brochuures etc.

Practicaal:

Each studdent will be required to write at leasst five for each of the aboove and submit the file at
a the
end of seemester for evaluation.
e

Recomm
mended Book
ks

• Effecctive businesss communiccation, Hartaa A. Murphyy, 7th E.d Neew York, 19997.
• Businness Commu unications, David Nickson, Made Simple
S Boooks, Oxford, 1996.
• Excellence in Bu usiness Comm munication, John V. Thiill and Cortlland L. Boveee, McGraw
w Hill,
1991.
• Businness Englishh, Mary Ellenn Guttey, Keent Publishinng, 2nd Ed. 1986.
1
• Succeessful Busin ness Writingg, Marla Trreece, Allynn & Bacionnb Inc. Bostoon, 1980
BS (4 Ye
ears) for A
Affiliated Co
olleges 

Code Subject Title Cr. Hrs

C Semester
BSCS--423 Man nagerial Com
mmunication n 3 V
VIII
Yeaar Disccipline
4 Commmunication n Studies

Course Contents
C

What iss manageriaal communiication? Chaaracteristics & variouss roles of communicaation,.

Dynamiccs of Lead dership, Deccision makking. Feedback for evvaluation annd informaation,.
Managemment & the in
nternational environmennt. Media rellations.

Practicaal:

Interview
w with the manger
m of a business
b orgaanization.

Recomm
mended Book
ks

• Manaaging Chang ge, Bemard Bruce,

B Pitmaan Publishingg, London, 1996.
1
• The Skills
S of Man nagement, W.
W David Reess, Routledgge, London, 3rd Ed.19911
• Manaaging, John R.R Schermerrhorn JrRm, James G. Huunt and Richhard, N. Osbborn, John.
• Trainning in Interrpersonal Skills, Stephen R. Robins, Prenticee Hall, Englewood, 19899.
• Effecctive Writing
g for Engineeers, Manggers and Scieentists, J.J. Tichy,
T John Wiley & Sons,
S
New York, 1988..
• Organnizational Communiccation: A managerial
m Perspective,, Jane Whitnney and Richharsd
M. Hodgetts,
H Acaademic Press, New Yorkk, 1986.
• Manaaging by Com mmunication, Michele Tolela
T Myres and Gail E.E Myres, McGraw Hill, New
Yorkk, 1982.