Course Descriptions 1999-2000
JAT Common Courses
Integrated Strategic Communication
Journalism
Telecommunications
JAT 395 INDEPENDENT STUDY. (1-3)
JAT 399 INTERNSHIP (Subtitle required.) (1-3)
Designed for advanced students with research or special study problems. Regular consultation with the instructor. May be repeated to a maximum of six credits. Enrollment normally limited to juniors and seniors with a 3.0 standing in the major. These requirements may be waived by the department in exceptional circumstances. Prereq: Consent of instructor.
Qualified students enter the professional sector to refine skills and knowledge. Supervised internships approved by the School allow placements in industry, government, radio, television, print media, research agencies, etc. A signed contract must be completed prior to the start of the internship. Pass/Fail only. Prereq: admission to upper-division, fulfillment of internship prerequisites for the major, and approval of internship director for the major.
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Integrated Strategic Communication
ISC 161 INTRODUCTION TO INTEGRATED STRATEGIC COMMUNICATION. (3)
ISC 261 STRATEGIC PLANNING AND WRITING. (3)
ISC 311 ETHICS AND THE STRATEGIC COMMUNICATOR. (1)
ISC 321 RESEARCH METHODS FOR THE INTEGRATED STRATEGIC COMMUNICATION PROFESSIONAL. (3)
ISC 331 ADVERTISING CREATIVE STRATEGY AND EXECUTION I. (3)
ISC 341 STRATEGIC PUBLIC RELATIONS. (3)
ISC 351 INTEGRATED STRATEGIC COMMUNICATION MANAGEMENT: THE CASE APPROACH. (3)
ISC 361 DIRECT RESPONSE TARGETING: MEDIA AND DATABASE MANAGEMENT. (3)
ISC 371 SPECIALIZED PUBLIC RELATIONS WRITING. (3)
ISC 431 ADVERTISING CREATIVE STRATEGY AND EXECUTION II. (3)
ISC 441 CASE STUDIES IN PUBLIC RELATIONS. (3)
ISC 451 INTEGRATED STRATEGIC MEDIA MANAGEMENT. (3)
ISC 461 DIRECT RESPONSE MESSAGE STRATEGIES. (3)
ISC 489 TOPICAL STUDIES IN MASS MEDIA PROFESSIONS (Subtitle required). (1)
ISC 491 INTEGRATED STRATEGIC COMMUNICATIONS CAMPAIGNS. (2)
ISC 541 CRITICAL TOPICS IN INTEGRATED STRATEGIC COMMUNICATION (Subtitle required). (3)
ISC 543 REGULATION OF STRATEGIC COMMUNICATION. (3)
An introductory course in all phases of integrated strategic communication and its role in contemporary business and society. Includes an historical and socio-cultural overview of advertising, public relations, sales promotion and direct response marketing as well as an exploration of their interrelationships. Covers strategic planning for integrated communication, message approaches and their foundations in theories of persuasion and information processing, and characteristics of message delivery systems. Provides a discussion of ethics and regulation, and the economic and social impact of the industries.
Introduces students to the systematic planning processes and techniques of creative and persuasive message preparation for integrated strategic communication. Extensive practice in writing and visual communication for print and electronic vehicles in the disciplines of advertising, public relations, sales promotion and direct marketing. Lecture, two hours; laboratory, two hours per week. Prereq: ISC 161 or consent of instructor; keyboarding 30 wpm.
An introduction to the ethical dilemmas inherent in the strategic persuasion that permeates a democratic, free-market society. Emphasis will be placed on the consequences such persuasion can have on targeted groups as well as society as a whole and on the nature and exercise of responsibility as it links client to persuader to intended target. Prereq: Major standing or consent of instructor.
Introduces students to applied research as a decision making tool for the integrated communications professional. Students acquire basic skills in: identification of information needs, stating of research objectives, selection of appropriate research technique (s), sample selection, questionnaire design, analysis procedures, report writing, and budget management. Topics prepare students to conduct small-scale survey research and to buy and evaluate studies from custom and/or syndicated research suppliers. Legal and ethical issues are also examined. Prereq: Major standing; one course in statistics.
Ideas and their translation into words and images which inform and persuade. Emphasis is on a disciplined, strategic approach to creative decision-making across all media. Topics include setting objectives, selection of appeal, copy structure demands of different media, design principles, layout and storyboarding, and regulations affecting messages. Lecture, two hours; laboratory, two hours per week. Prereq: Concurrent or previous enrollment in ISC 311 and ISC 321, or consent of instructor.
A course introducing students to the basic concepts of public relations, including its theory and practices, professional history, function in organizations, and role in society. This course meets the needs of those planning or currently involved in professional and managerial careers which require an understanding of public relations. Prereq: For ISC majors, concurrent or previous enrollment in ISC 311 and ISC 321, or consent of instructor; for all others, admission to upper-division in the College of Communications and Information Studies.
Planning and implementation of integrated communication strategy in practical applications. Students analyze business objectives and communications alternatives in the context of case studies drawn from existing industry situations, then develop and present solutions involving advertising message and media strategy, consumer and trade sales promotions, public relations, and direct marketing tools. Other topics include budgeting, research effectiveness measurement, and managing the client-firm relationship. Prereq: Concurrent or previous enrollment in ISC 311 and ISC 321 or consent of instructor.
This course will introduce students to direct marketing practices with emphasis on data base marketing, strategic business planning, importance of the offer, selection and selling merchandise, business-to-business direct marketing, fund raising, mailing lists, print and electronic media, co-ops, telemarketing, production lead generation, direct marketing math, idea development, research and integrating direct marketing into the overall marketing mix. The course will be practical rather than theoretical in nature. Prereq: Concurrent or previous enrollment in ISC 311 and ISC 321, or consent of instructor.
Audience and purposes of writing are assessed as students develop a formal strategy to guide -- and to evaluate -- their writing. Strategic writing tasks include writing of position papers, speech writing, and writing for brochures, media releases, letters and newsletters. Societal impact and ethical considerations are examined across all writing tasks. Lecture, two hours; laboratory, two hours per week. Prereq: ISC 341 or consent of instructor.
Students refine their ability to meet strategic goals through creative message executions. Media options and their impact on message structure and preparation are explored more fully. Application is made of pertinent theoretical principles such as source credibility, selective exposure/perception, and learning theory. Presentation skills stressed. Portfolio preparation and review. Lecture, two hours; laboratory, two hours. Prereq: ISC 331 or consent of instructor.
This course is designed to reinforce and expand the knowledge learned in the introductory public relations course, ISC 341. The course will provide students with an opportunity to apply public relations principles and approaches to institutional experiences. Emphasis will be placed on actual case studies, and students are expected to demonstrate a high level of proficiency in written and oral communication skills. Prereq: ISC 341 or consent of instructor.
An overview of the strategic use of media in integrated promotional campaigns is provided. Students acquire basic skills in quantitative and qualitative evaluation of media; choice of target audiences; use of secondary research on products and audiences; development of media objectives, strategies and tactics; and the oral and written presentation of media plans. The basic structure of media organizations is discussed. Prereq: ISC 351 or consent of instructor.
Examines the purpose, range, social and economic impact, and techniques of direct response messages. Students review type and role of suppliers as well as legal considerations. Based on a strategic plan, students frame messages for print, broadcast, and computer-based media that guide and facilitate response from prime prospects. Examines methods to evaluate message effectiveness. Prereq: ISC 361 or consent of instructor.
Each course module offers advanced, pinpoint study of a topic central to the mass media professions. Depending on the topic, the course format may include lectures, seminars, and/or studio work. May be repeated to a maximum of three credits when identified by different subtitles. Prereq: Variable, given when topic is identified.
An advanced course which enables senior students to unify strategic and tactical abilities developed in their research, creative, account management/media, public relations and/or direct response courses. The format for this synthesis requires students to establish strategy, develop, execute, and present a multimedia integrated campaign. Student teams compete for client approval on national, regional, or local accounts. Lecture, one hour; laboratory, two hours per week. Prereq: Completion of Major Path or consent of instructor.
Students will use psychological or sociological perspectives to analyze one or more important aspects of the interaction between integrated strategic communication and society. Topics that may be considered include behavioral, political, economic, and/or international issues. The course may be repeated to a maximum of six credits when identified by different subtitles. Prereq: Senior or graduate standing; ISC 161 or consent of instructor.
Course examines regulation of strategic, persuasive communication by federal, state, and local agencies as well as self regulation. Privacy, copyright, and deception are among featured issues. Prereq: Major standing or consent of instructor.
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JOU 101 INTRODUCTION TO JOURNALISM. (3)
JOU 204 WRITING FOR THE MASS MEDIA. (3)
JOU 250 ETYMOLOGY. (3)
JOU 301 NEWS REPORTING. (3)
JOU 302 RADIO AND TV NEWS REPORTING. (3)
JOU 303 NEWS EDITING. (3)
JOU 304 BROADCAST NEWS DECISION MAKING. (3)
JOU 330 WEB PUBLISHING AND DESIGN. (3)
JOU 387 PHOTOJOURNALISM I. (3)
JOU 404 ADVANCED TV NEWS: JAT NEWS. (3)
JOU 409 MAGAZINE ARTICLE WRITING. (3)
JOU 410 PUBLICATIONS PRODUCTION. (3)
JOU 415 DESIGN AND LAYOUT: (Subtitle Required). (1)
JOU 430 MEDIA MANAGEMENT AND ENTREPRENEURSHIP. (3)
JOU 455 MASS MEDIA AND DIVERSITY: (Subtitle Required). (3)
JOU 460 JOURNALISM IN SECONDARY EDUCATION. (3)
JOU 485 COMMUNITY JOURNALISM. (3)
JOU 487 PHOTOJOURNALISM II. (3)
JOU 497 SPECIAL TOPICS IN JOURNALISM: (Subtitle required). (1-3)
JOU 499 ADVANCED WRITING FOR THE MASS MEDIA: (Subtitle Required). (3)
JOU 531 MEDIA LAW AND ETHICS. (3)
JOU 532 ETHICS OF JOURNALISM AND MASS COMMUNICATION. (3)
JOU 535 HISTORY OF JOURNALISM. (3)
This course surveys the history and social theories of journalism and introduces students to contemporary journalistic practice. Students will learn about the function and operation of print, electronic and on-line news media. Issues and concepts to be covered include the relationship of government to media; press freedom and controls; media ethics, and the
impact of global communications. The course also covers the relationship of journalism to advertising, public relations and telecommunications, particularly with regard to new technologies.
An introduction to the concepts and techniques of media writing. This course offers hands-on instruction in information gathering, organization, and writing for print, broadcast and on-line media. Lecture, one hour; laboratory, four hours per week. Prereq: JOU 101.
A study of words and their fundamental values with reference to development of a writing vocabulary. (Same as ENG 201.)
A course designed to develop skills in information gathering, news judgment, organization and writing. Students will learn to cover breaking news and write features. Lecture, two hours; laboratory, two hours per week. Prereq: JOU 204 or equivalent.
An introduction to principles of broadcast writing and reporting. Students will complete assignments in class and at WUKY-FM, where they will prepare segments for newscasts under the supervision of the station's news director. Students also will learn to shoot and edit videotape and to prepare TV news reports. Lecture, two hours; laboratory, two hours per week. Prereq: JOU 204.
Instruction and practice in copy desk operation and the duties and ethics of copy editors. Topics include techniques for editing stories, handling wire copy, writing headlines and news judgment. Emphasis on electronic editing. Lecture, one hour; laboratory, four hours per week. Prereq: JOU 204.
This class is designed to sharpen students' news judgment and teach them the skills they will need to become assignment editors and producers of radio and television newscasts. Students will study the content and selection of news stories, using audio materials from such sources as National Public Radio, and visual materials from CNN Newsource. Lecture, two hours; laboratory, two hours per week. Prereq: JOU 302.
This course is designed to teach students to code and display information effectively on the Internet. Students will be introduced to basic techniques and strategies for publishing, designing and managing a web site for a newspaper, magazine, television station, advertising agency or public relations firm. Lecture, two hours; laboratory, two hours per week.
A hands-on introduction to the use of cameras and laboratory equipment in contemporary news photography. Selected readings on photographic methods and the ethics of photojournalism. Lecture, two hours; laboratory, two hours per week.
Students in this class produce a half-hour, TV newscast shown on a cable channel to 60,000 homes in the Lexington area. Students will hone their writing skills and their proficiency in shooting and editing videotape, serving as producers, writers, videographers, reporters and anchors. May be repeated for up to six hours credit, with permission of instructor. Lecture, one hour per week; laboratory, four hours per week. Prereq: JOU 302.
An advanced writing course designed to teach students to generate, report and write feature stories for magazines and to market free-lance articles. Lecture, two hours; laboratory, two hours per week. Prereq; JOU 301 or consent of instructor.
Study of theory and practice in the techniques of effective communication through print. Primary emphasis will be on magazines, but other publications will be considered. Instruction in the processes of defining the purpose of, designing and producing a publication. These include: planning, design, article grading and editing, picture selection, page layout, headline and title writing. Lecture, two hours; laboratory, two hours per week. Prereq: JOU 303 or consent of instructor.
This course will familiarize students with computer programs used in publication design. Students develop their skills through hands-on exercises and projects. May be repeated to a maximum of three credits under different subtitles. Prereq: Will be determined by topic of course.
An introduction to news media management focusing on start-up, design and operation of on-line newspapers and magazines. This course takes an intensive look at the editorial content, advertising, business and management side of journalism. Lecture, two hours per week; laboratory, two hours per week. Prereq: JOU 330.
This course will examine gender and minority issues in the media. The course offers a critical framework for analysis of socio-cultural issues pertaining to women, ethnic groups, disabled persons, and others, and of their presentation in the media. May be repeated to a total of nine hours under different subtitles.
A course designed to familiarize students with a variety of legal and ethical issues facing student journalists and media advisers in secondary schools. Prereq: JOU 301 or JOU 302 or consent of instructor.
A study of all aspects of small town and suburban newspapers, including editorial, advertising, circulation and management. Lecture, two hours; laboratory, two hours per week. Prereq: JOU 301.
An in-depth study of the many facets of photojournalism from the photo editor's perspective. Students will shoot assignments and will also probe the legal and ethical aspects of news photography. Lecture, one hour; laboratory, four hours per week. Prereq: JOU 387.
Course will focus on selected topics drawn from journalism and related fields. Title assigned each time course is offered. May be repeated with different subtitles to a maximum of six credits.
A course designed to provide journalism majors advanced training in reporting and writing articles on current events, public issues, personalities, culture and entertainment for the print and electronic media. Areas of emphasis will vary each semester. These include reporting on business, the arts, government and sports. May be repeated to a total of nine credits with different subtitles. Lecture, two hours; laboratory, two hours per week. Prereq: JOU 301 or JOU 302.
A study of the legal and ethical issues facing the mass media. The course will focus on the rights, constraints and responsibilities under the U.S. Constitution, federal and state statutes, administrative law, common law and voluntary codes of ethics. Specific topics include libel, privacy, contempt, copyright, broadcast regulation, the court systems, commercial speech, prior restraint, access, the civil and criminal judicial processes and obscenity.
An examination of ethics in journalism and mass communication focusing on the social, political and economic context of ethical issues. Students will reason through issues of value that arise in the practice of journalism. Prereq: PHI 130 or consent of instructor.
A study of the development of American journalism, with emphasis on the evolution of newspapers and electronic news media. Examination of principles and social theory underlying the practice of journalism.
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TEL 101 TELECOMMUNICATIONS I: MASS COMMUNICATION SYSTEMS. (3)
TEL 201 TELECOMMUNICATIONS II: INTERACTIVE COMMUNICATION SYSTEMS. (3)
TEL 300 TELECOMMUNICATIONS RESEARCH METHODS. (3)
TEL 310 TELECOMMUNICATIONS POLICY AND REGULATION. (3)
TEL 312 VIDEO PRODUCTION I. (3)
TEL 319 WORLD MEDIA SYSTEMS. (3)
TEL 320 TELECOMMUNICATIONS PROGRAM ANALYSIS. (3)
TEL 322 MULTIMEDIA I. (3)
TEL 355 COMMUNICATION AND INFORMATION SYSTEMS IN ORGANIZATIONS. (3)
TEL 390 TELECOMMUNICATIONS TOPICAL SEMINAR (SUBTITLE REQUIRED). (3)
TEL 412 VIDEO PRODUCTION II. (3)
TEL 420 ELECTRONIC MEDIA CRITICISM. (3)
TEL 432 AUDIO PRODUCTION. (3)
TEL 442 ON-AIR PERFORMANCE. (3)
TEL 453 MASS COMMUNICATION AND SOCIAL ISSUES. (3)
TEL 482 ELECTRONIC MEDIA SALES MANAGEMENT. (3)
TEL 504 MEDIA ORGANIZATIONS. (3)
TEL 510 MEDIA ECONOMICS. (3)
TEL 520 SOCIAL EFFECTS OF THE MASS MEDIA. (3)
TEL 525 THEORY OF MULTIMEDIA. (3)
TEL 530 PRO-SEMINAR IN TELECOMMUNICATIONS. (3)
TEL 555 CYBERSPACE AND COMMUNICATION. (3)
TEL 590 ADVANCED TELECOMMUNICATIONS TOPICAL SEMINAR (SUBTITLE REQUIRED).
(3)
An overview of electronic technologies used for mass communication, emphasizing their historical development and interrelationships with economics, policy, and society. These include one-way media such as broadcast radio, television, and cable, as well as newer technologies such as wireless cable, HDTV, and other multi-channel video systems. The
convergence of technologies is addressed in the treatment of two-way systems now being used for mass communication, including the Internet, World Wide Web, and other interactive communication systems.
An overview of electronic technologies used primarily for personal communication, emphasizing their historical development and interrelationships with economics, policy, and society. These include telephony, voice mail, and teleconferencing technologies, as well as electronic mail and other text-, voice-, and video-based communication systems. The convergence of technologies is addressed in the treatment of two-way systems now being used for mass communication, including the Internet and the World Wide Web.
An introduction to quantitative and qualitative social science research relating to telecommunications, including survey and experimental methods. Prereq: TEL 101, TEL 201, STA 200.
A study of policy and regulation of telecommunications in the U.S., primarily broadcasting, cable, telephony, and the Internet. This includes traditional issues in the regulation of content, such as freedom of speech, copyright, obscenity, and privacy. It also includes traditional areas in the regulation of the industry structure including monopolies, licensing, cross ownership rules, mergers, and illegal practices. Prereq: TEL 101, TEL 201.
An introduction to the fundamentals of studio video production, from conception to completed product. Practical training with essential production equipment will be offered. Lecture, two hours; laboratory, two hours per week. Prereq: TEL 101, TEL 201 and major status.
A comparison of the communications media in different countries of the world and the theories used to justify them. How various political and social systems affect the media and how the media affect the societies in which they exist. Prereq: COM 101, TEL 101 or consent of instructor. (Same as COM 319.)
This course is designed to assist students in developing criteria for analyzing the structure and content of cable and broadcast program material, and for analyzing the relationships of audiences, programs, and American telecommunications systems. Prereq: TEL 101.
Introduction to techniques of multimedia production and the basic principles of communication via multimedia. Practical, hands-on experience with various media used in computer-based multimedia including: text, still graphics, motion graphics, animation, sound, and hyperlinking. Includes stand-alone computer- and Web-based applications. Lecture, two hours; laboratory, two hours per week. Prereq: TEL 101, TEL 201, standing as a major in the School of Journalism and Telecommunications.
An examination of the role of a variety of communication and information systems used in organizations. This includes the study of communication processes across a variety of systems, including the telephone, e-mail, voice mail, and audio- and video-conferencing. It also includes an examination of the uses for a variety of information systems and technologies, including computer networks, integrated voice response systems, computer-telephony integration, call centers, automated attendants, voice recognition, and synthesis, database management systems, and a variety of additional hardware and software tools used in business today. Prereq: TEL 201 or consent of instructor.
In-depth seminar approach to a single topical issue in telecommunications. Different topical issues each offering. Course will be offered on demand. May be repeated to a maximum of six credits under a different subtitle. Prereq: Consent of instructor.
A follow-up to TEL 312, this course is an advanced video production course focusing on electronic field production (EFP). This course features technical and creative aspects of directing, camera work, editing, and lighting. Lecture, three hours; laboratory, one hour per week. Prereq: TEL 312 or consent of instructor.
Examination of each of several critical theories and approaches to the criticism of telecommunications program content. Practical experience in evaluating critical writing and in the writing of critical pieces. Prereq: Telecom major status or permission of instructor.
Elements of audio production, including basic machines, microphones, patch panels, the production mixing. Different audio products are discussed. Lecture, two hours; laboratory, two hours per week. Prereq: TEL 101, TEL 201, or major status in School of Journalism and Telecommunications.
Offers the students the unique opportunity to develop essential skills for professional on-air performance. Development of on-camera presence, pleasing and articulate vocal presentation and a thorough understanding of the performer's radio and television performance are covered. Lecture, two hours; laboratory, two hours per week. Prereq: TEL 101, TEL 201, or
major status.
A course devoted to the examination of criticism of the mass media and an evaluation of the relationship of mass communication to contemporary social issues. Prereq: COM 249 or TEL 101. (Same as COM 453.)
The data and techniques of radio and television advertising, including problems of coverage and circulation, spot campaigns, testing, time buying, the agency, measuring broadcast effectiveness, merchandising radio and television advertising and time selling. Prereq: TEL 320 or consent of instructor.
An examination of the structure of video entertainment and on-line communications organizations and industries. Includes the organization and management of various types of telecommunications properties, as well as their traditional and new competitors. Prereq: TEL 310 or consent of instructor.
Exploration of the economics of information industries, with particular attention to the special characteristics of information, the economic behavior of communications channels, and the role of information in decision making, the economy, organizational behavior, and other domains. Prereq: TEL 310 or consent of instructor.
An examination of the political, social, cultural and behavioral effects of telecommunications systems in American society. Focus on theory and empirical research generated since 1940. Prereq: TEL 300 or equivalent.
This course is an advanced treatment of theories and principles of computing, electronic communication, personal communication, and interactivity. Covers basic aspects of computer architecture, multimedia software, information representation, transmission, error detection and correction, user interface issues, and computer-based communication. Emphasis on applying principles and theories to the production of multimedia. Prereq: TEL 322.
Discussion and reports on current trends in telecommunications industries and the behavioral, political and regulatory implications attending such trends. Prereq: Consent of instructor.
An examination of the political, social, and behavioral effects of on-line communication systems, including systems for various forms of personal communication, information retrieval, transaction processing, monitoring, and other purposes. Lecture, three hours; laboratory, one hour per week. Prereq: TEL 201 or TEL 355 and a research methods course (TEL 300, COM 365, or equivalent), or consent of instructor. (Same as COM 555.)
An advanced seminar focusing on a single topical issue in telecommunications. Different topical issues each offering. Course will be offered on demand. May be repeated to a maximum of six credits under different subtitles. Prereq: Consent of instructor.
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Last Updated: November 8, 1999
Questions and/or comments to John C. Dailey, PhD (jdailey@pop.uky.edu)