The Journalism and Communication Training Program (JCTP) offers intensive courses leading to a ... identity, branding an
Journalism and Communication Training Program The Journalism and Communication Training Program (JCTP) offers intensive courses leading to a certificate (4 courses) and a diploma (8 courses), in which academics, veteran media practitioners, and experts in corporate communication give dynamic and participatory lectures to a wide range of participants. Practical exercises are also offered in the fully equipped computer lab at AUB’s Continuing Education Center (CEC). Through its courses, JCTP ensures the acquisition of the following learning outcomes: • • • • • • •
Ability to understand and create a basic design for communication campaign strategies on the national and local community levels. Implementing social marketing and advertising techniques through proper message construction and branding. Networking and connecting with local stakeholders and engaging in public discussions. Investigating stories in unfavorable conditions and applying ethical principles of reporting. Basic skills for writing and editing short articles and generating online visibility for them. Understanding legal liability in Arabic and English storytelling. Basic production and editing of videos and other visual content for online broadcast material.
Who should attend? This program is designed for: • • • •
Undergraduate students interested in complementing their studies with a Journalism and Communication Diploma from AUB’s CEC. Media practitioners and junior journalists working for TV, radio, print, and online outlets. Communication officers working for governmental organizations, local NGOs or international NGOs aiming to expand their knowledge on modern journalistic and communication techniques. Communication officers and employees working in banking, advertising and other corporate sectors interested in attaining a certificate in Strategic Communication.
The following are brief descriptions of 4 core courses leading to a Certificate in Journalism: • Media Law and Ethics This course explores the ethical guidelines of various media practices. It aims to establish an understating of media ethics as globally understood and standardized. It engages with ethical dilemmas that journalists face in their career, in theory and practice. The course also outlines the basic legal principles governing the media industry with emphasis on the Arab World. It highlights public communication laws and regulations regarding copyright, privacy, defamation and obscenity. • Investigative Journalism This course introduces the forms and needs of investigative journalism and explores the conventional and unconventional means deployed in this type of reporting. The course unpacks the methods applied to balance between achieving maximum outcomes and sustaining general ethical principles in journalistic investigations. • Basic Journalistic Writing and Reporting This course introduces students to innovative techniques and strategies of storytelling, especially in digital media environments. These include data visualization, visual essays and writing narratives for print and online media. The course also provides participants with a blend of skills in broadcast news gathering, editing and producing. • Advocacy and Cyber Activism This course explores the theories and strategies of digital media use for advocacy campaigns, with a focus on principles of civic activism in the era of digital media convergence. It examines case studies of using digital media tools and civic activism principles to develop social and political change campaigns.
The following are brief descriptions of 4 core courses leading to a Certificate in Strategic Communication: • Public Relations This course presents a comprehensive conceptual framework of the field and profession of public relations. Emerging issues, such as technology, ethics, and the international aspects of public relations are considered through examining PR strategies, tactics, and case studies. • Communication Campaigns This course introduces core concepts in social and political communication and their forms of application. The course examines how states, non-state actors and media outlets produce and promote social and political messages through various marketing and advertising techniques and how these messages impact the public’s priorities and preferences. • Corporate Identity and Branding This course introduces core concepts and practices pertaining to corporate
identity, branding and image management. It examines the impact of image construction and equity building on the recipients’ assessment of messages and their communicators. Students will learn how to render their messages more recognizable in a marketplace in order to enhance the public’s trust in the products or services they provide. • Interpersonal Communication This course is meant to improve the students' understanding of their interpersonal communication behaviors in order to enhance their communication skills and capabilities. The course also introduces public speaking and speech writing in addition to adequate forms of engagement with press interviews and media appearances. Students will learn the basic skills for writing speeches and delivering them effectively to different live and online audiences through visuals and slides shows. For a participant to obtain a Diploma in Journalism and Strategic Communication, s/he should fulfill 8 courses from both certificates. Further courses will later be offered to diversify the options of participants.
