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Mark Beckford

Assisstant Professor
mark.beckford@howard.edu

Before joining Howard University’s Department of Media, Journalism and Film as an assistant professor, Mark Beckford was a web producer at Kaiser Health News, a homepage producer at the Washington Post on the universal news desk where he still works part-time. His recent research and journalism has explored media mergers in the Caribbean, Adverse Childhood Experiences in Baltimore and criminal justice in Ghana. Beckford’s roots in journalism started in 2006 at The Gleaner in Kingston, Jamaica, where he rose from the position of intern to become the Online Content Coordinator for several of The Gleaner’s websites until he left in 2013.

Research Interests

As a practicing journalist who now traverses in the field of academia, my main goal is to still tell the stories of those that aren’t told, documenting the rich tapestry of the human experience. My stories include looking at Adverse Childhood Experiences, Criminal Justice System reform in Ghana, the legacy of Josephine Baker in Paris, race relations and repatriation to Ghana, data privacy and media mergers in Jamaica and women’s football (soccer) in Nigeria.

Creative and Published Works

Beckford, M. (2017, August 20). Baltimore uses trauma research to improve life for poor parents and their children. Retrieved from https://www.washingtonpost.com/local/social-issues/baltimore-uses-trauma-research-to-improve-life-for-poor-parents-and-their-children/2017/08/20/2fe04d02-7c5e-11e7-83c7-5bd5460f0d7e_story.html

Beckford, M. (2019, May 20) They’re Fed Up With America’s Racism. So They’re Moving to Africa. Retrieved from https://narratively.com/theyre-fed-up-with-americas-racism-so-theyre-moving-to-africa/

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MJFC 101. Introduction to Mass Communications. 3 crs.
This course is an overview of the entire spectrum of the various modes and methods of communications. As such, the course provides students with a comprehensive understanding of mass communication and the new information age and all components therein. The class examines the theories upon which all communications are based as well as the tremendous scope and complexities of the mass media. In addition, we discuss how the mass media have developed into their present forms. 
MJFC 100. Fundamentals of Journalism. 1 cr.

Students learn writing rules and styles unique to journalism with a focus on Associated Press Style Book, grammar, punctuation and mathematics for journalists.  Students must pass this course to continue in the journalism program.

MJFC 200. Introduction to Media Production. 3 crs.

This course is designed to introduce and test the student on video camera operation, basic lighting, basic audio, video editing and script format. A class-based internship at glasshouseradio.com is required.  A video project and an audio production may be a part of the final class projects. 

Prereqs:  MJFC 100 Fundamentals of Journalism, SCOM 120 Digital Media Literacy.

MJFC 201. Multimedia Storytelling. 3 crs.

This course emphasizes reporting, writing and editing skills – the foundations of storytelling across media platforms.  Students explore the techniques used to research and report complex social, political and economic issues with a focus on education, zoning and development, crime, courts and government operations.  Students cover news beats and produce publishable content. 

Prereqs:  MJFC 100 Fundamentals of Journalism, MJFC 101 Intro to Mass Communications and MJFC 200 Introduction to Media Production.

MJFC 202. Visual Communication. 3 crs.

Students gather information in pictures, video and audio for presentation in multimedia journalism projects.  Students use a variety of open source and proprietary software to edit images and sound to create and upload packages to the Web. 

Prereq:  MJFC 200 Introduction to Media Production. 

MJFC 211. Announcing and Interviewing (Podcasting). 3 crs

This course provides students with an understanding of the techniques and skills in order to produce effective audio for podcasting.  Students learn how to create news, features, commercials and entertainment programming that can be aired on radio and/or the Internet. Using the appropriate pre-production planning, and production through post-production techniques, students learn how to use the voice and proper microphone techniques to produce compelling audio interviews and audio dramas.  The course also explores radio broadcasting and production voiceover opportunities.  Productions with exceptional broadcast quality may be published through the Howard University Radio Network.

Prereq:  MJFC 200 Introduction to Media Production.

MJFC 220. Media Production II. 3 crs.

Theory and practice of the basic principles governing the disciplines of video and film.  The primary concern of the course will be to understand photo-optics, the photochemical process and the television studio through exposing students to a variety of problem-solving exercises. 

Prereqs:  SCOM 120 Digital Media Literacy, MJFC 101 Introduction to Mass Communications, MJFC 200 Introduction to Media Production.

MJFC 221. Contemporary Topics: Race, Gender and Media. 3 crs

Race, gender and class are socially and culturally constructed and represented in media.  As an introduction, this course examines the mass media as economic and cultural institutions that shape our social identities and are shaped by them.  This is accomplished through analyses of popular mass media including film and television.  Some attention will be paid to media producers and the media audience.  Using the techniques of reviewing personal experience, reconstructing knowledge and conducting media assessments, this course is designed to stimulate critical thinking and thoughtful discussion. 

Prereq:  Sophomore standing. 

MJFC 300. Co-Curricular: Truth Be Told. 1 cr

Students gain supervised, hands-on experience at one of the following Howard University media outlets:  WHUT-TV, Howard University News Service (www. hunewsservice.com), 101 Magazine, the National Newspaper Publishers Association News Service and the Howard University Radio Network. 

Prereq:  MJFC 201 Multimedia Storytelling. 

MJFC 301. Audio Co-Curricular. 1 cr.

This co-curricular course is designed to introduce students to the network of broadcast, print and online media outlets available at Howard University and the way in which audio production supports media presentations.  Expect class visits from industry professionals.  Students will learn sound and audio basics, produce short audio projects and write critiques as assigned.   

Prereq:  Sophomore Standing.

MJFC 305. Truth be Told. 1 or 3 crs.

In this elective, students use advanced journalistic skills with crowdsourced information to play a leading role in fact-checking claims about the black community in public debate. Student learn advanced techniques in interviewing, investigative reporting, research and writing and will disseminate their work on a class website. 

Prerequisite MJFC 201: Multimedia Storytelling

MJFC 310. Multicultural Media History. 3 crs.

The political, social and economic history of media in the United States.  Emphasis placed on technological, institutional and programmatic development, and their mutual influence on world culture. 

Prereqs:  MJFC 101 Intro to Mass Communications and Sophomore standing.

MJFC 311. Interactive Editing. 3 crs.

Students master the essentials of editing across media platforms as well as critical thinking, research, conceptual skills along with search engine optimization.  Course includes traditional copy editing as well as text editing for broadcast. 

Prereq:  MJFC 201 Multimedia Storytelling.

MJFC 312. Digital Design. 3 crs.

This course introduces students to the principles of layout, design and production of newspapers, magazines, websites and other digital media.  Students develop a discerning eye for good design and a competency in graphic communication through use of appropriate professional design software to create a portfolio of your best work. 

Prereq:  MJFC 311 Interactive Editing. 

MJFC 313. Public Affairs Reporting. 3 crs.

Students explore how the federal, state and local governments work and their impact on communities. Students cover beats and report on public affairs issues, taking advantage of Howard University’s setting in Washington, DC.

Prereq:  Multimedia Storytelling

MJFC 315. Special Topics in Journalism. 3 crs.

Specialized reporting course.  Offerings change from semester to semester and include Sports Reporting, International Reporting, Critical Writing, Advanced Photojournalism, Business Reporting, and Science, Technical, Engineering and Math (STEM) Reporting.  

Prereq:  MJFC 201 Multimedia Storytelling. 

MJFC 330. Multimedia Audio Production. 3 crs.

This course provides students with basic knowledge of radio/audio storytelling and production techniques via practical experience for broadcast and Internet.  Students work on projects designed to develop skills in audio writing, recording, editing, mixing and mastering techniques using digital audio software.  The course also focuses on the science of sound and the history and business of radio.  Exceptional productions of high quality will be published through the Howard University Radio Network. 

Prereqs:  MJFC 200 Introduction to Media Production, plus MJFC 211 Announcing and Interviewing for audio majors and MJFC 201 Multimedia Storytelling for journalism majors.

MJFC 331. Audio for TV & Film. 3 crs.

This production course focuses on the techniques of recording sound for film and television and the post-production processes necessary to create soundtracks.  Students use microphones, digital audio recorders and digital audio software to capture sound on location and in the studio.  Working in teams, students cooperate to produce creative projects that build and/or enhance audio production skills.  In pre-production, production and post-production, students develop an understanding of audio responsibilities for visual media; become familiar with the legal and ethical issues facing the industry and explore the effective use of sound to help tell a story. 

Prereqs:  MJFC 220 Media Production II or MJFC 330 Multimedia Audio Production for audio majors. 

MJFC 332. Contemporary Topics: Music in Media. 3 crs.

Why does music make us feel? Music in Media centers the experience, composition and direction of music to support contemporary storytelling in television, film, podcasting, news media and gaming. Topics include scoring, soundtracking, music supervision, licensing and placement. Prior, technical knowledge of music is not required for this course.

Prereq: Introduction to Media Production

MJFC 335. Producing for TV & Film. 3 crs.

This course provides the student with an opportunity to develop their ability to work as a creative producer in the independent film and television production sector, while furnishing the student with some key skills for obtaining employment in the film and television industry in a production capacity. 

Prereq:  Sophomore standing.

MJFC 340. Scriptwriting. 3 crs.

This course serves as an introduction to the fundamentals of film, radio and television scriptwriting.  The course will focus on character development, story outlines, treatments and narrative script formats for the web, film, television and radio as well as commercials for radio and television.  Students will finish the course with a short film script, webisode or 30 pages of a television pilot.  Prereq:  MJFC 200 Introduction to Media Production.

MJFC 341. Non-Linear Video Editing. 3 crs.

Editing theory and history.  Instruction in post-production from assembly to final mix. 

Prereq:  MJFC 200 Media Production II.

MJFC 342. Videography. 3 crs.

An intermediate course in video, studio and field production, operations and techniques, editing and mixing. 

Prereqs:  MJFC 220 Media Production II. 

MJFC 343. Cinematography. 3 crs.

Study of the basic principles governing the discipline of cinematography and the development of technical skills. 

Prereq:  MJFC 220 Media Production II.

MJFC 344. TV Directing. 3 crs.

An intermediate course in video, studio and field production, operations and techniques, editing and mixing. 

Prereq:  MJFC 342 Videography.

MJFC 345. Film Directing. 3 crs.

Students produce short narrative or documentary film projects to strengthen knowledge of the production process and practices in the chosen genre.  Each student is responsible for breaking down the physical elements into playable steps with actors or producible steps for documentary film work.  Class projects must demonstrate application of theoretical and artistic principles, unified into an organized system of visual and aural expressions. 

Prereq:  MJFC 343 Cinematography. 

MJFC 346. Blacks in Film. 3 crs.

A survey of the history of the image of African Americans in film.  Students will analyze the impact that these stereotypes have on society and on Blacks’ self-concept.  The course will also examine the ways in which the images of Black people have changed (or been perpetuated) when rendered by African American filmmakers. 

Prereq:  Sophomore standing.

MJFC 400. Magazine Writing. 3 crs.

Students learn the theory and practice of writing long-form journalism, short gazette items and interactive narratives for digital and print magazines.  Coursework includes regular critiques of published examples by students and professional journalists.  Students also serve as reporters/producers for 101 Magazine.

Prereqs:  MJFC 313 Public Affairs Reporting or Permission of the Instructor.

MJFC 410. Audio Engineering. 3 crs.

Students explore the theoretical fundamentals of acoustics, electronics, synthesis, sound design in and for music production and digital audio recordings.  Along with building vital academic proficiency, students acquire a strong foundation in the use of a digital audio workstation in a music production setting.  Students will begin to develop and apply practical skills relating to studio construction, microphones, microphone placement, mixing consoles, recording and signal processors.  Audio engineering involves an introduction to software-based recording systems with an emphasis on editing, arranging and mixing. 

Prereqs:  Junior or Senior standing and MJFC 330 Multimedia Audio Production. 

MJFC 420. Documentary Film Production. 3 crs

This course is designed to engage the student in the actual conceptualization, planning and development, and execution of a short social documentary.  Class will be conducted as a workshop, seminar and mentoring sessions on concept development, research, production and post-production for documentary as students pursue topics of interest to them.  Because it will deal with the interpretation and translation of actualities of the real world into the medium of documentary television, this course is intended to carry the student through the rigors of production for documentary based on sound research. 

Prereqs:  MJFC 342 Videography or MJFC 343 Cinematography, or MJFC 330 Multimedia Audio Production (for audio production majors), MJFC 313 Public Affairs Reporting (for journalism majors)

MJFC 422. Film and Social Change. 3 crs.

This course deals with critical perspective; the aesthetic as well as the ideological worldview of the films made by non-European filmmakers whose work has been categorized by cultural historians as “Third Cinema.” 

Prereq:  Sophomore standing.

MJFC 423. Advanced Scriptwriting. 3 crs.

This course is designed for the advanced undergraduate student who has completed the required undergraduate Scriptwriting course.  The student must present in class the first act of a feature-length screenplay or 30 pages of a pilot for a television series.  An intense concentrated effort will focus on completing a first draft of the student’s three-act screenplay or teleplay. 

Prereq:  MJFC 340 Scriptwriting. 

MJFC 430-435. Directed Study: Journalism. 3 crs.

Independent research or study designed to help students pursue interests not served in formal courses. 

Prereqs:  Junior or Senior standing and Faculty/department permission. 

MJFC 436-440. Directed Studies: Audio. 3 crs.

Independent research or study designed to help students pursue interests not served in formal courses.

Prereqs:  Junior or Senior standing and Faculty/department permission. 

MJFC 441-455. Directed Studies: TV & Film. 3 crs.

Independent research or study designed to help students pursue interests not served in formal courses. 

Prereqs:  Junior or Senior standing and Faculty/department permission.

MJFC 456. Journalism Practicum-Internship. 1 cr.

Ongoing work within the student’s chosen area of journalism involving placement in a professional setting in a supervised internship.  Prereqs:  MJFC 330 Multimedia Audio Production, senior standing. 

MJFC 457. Audio Practicum-Internship. 1 cr.

Ongoing work within the student’s chosen area of audio production involving placement in a professional setting in a supervised internship.  Prereqs:  MJFC 330 Multimedia Audio Production, Senior standing.

MJFC 458. Film/TV Practicum-Internship. 1 cr

Ongoing work within the student’s chosen area of film/television involving placement in a professional setting in a supervised internship. 

Prereqs:  MJFC 344 TV Directing, or MJFDC 345 Film Directing and Senior standing.

MJFC 460. Capstone: NewsVision. 6 crs.

An intensive Capstone course required of all broadcast journalism majors.  Students produce content for broadcast and online platforms.  Before graduation, students must also complete a project related to their minors – and ideally another project in their foreign languages – in this or earlier courses.  Prereq:  MJFC 313 Public Affairs Reporting/BJ.

MJFC 460. Capstone: News Lab. 6 crs.

An intensive Capstone course required of all print/online journalism majors.  Students produce news stories and features for publication.  Before graduation, students must also complete a project related to their minors – and ideally another project in their foreign languages – in this or earlier courses.  Prereq:  MJFC 313 Public Affairs Reporting.

MJFC 462. Capstone: Advanced Audio Production. 3 crs

An advanced study of production methods with an emphasis on studio training in producing multimedia and complete radio programs.  Students learn advanced missing and mastering techniques while creating projects with experimental audio.  In-depth study and application of effects processing, dynamics processing, analog routing and mixing, and mastering are studied.  During various critical listening assignments, students will be required to write analysis and commentary.  Students will be expected to produce an audio electronic portfolio that contains completed productions including audio for film, radio (commercial and non-commercial) and multimedia audio for the web (podcasts, SoundSlides). 

Prereqs:  Senior standing, MJFC 330 Media Audio Production and MJFC 340 Scriptwriting. 

MJFC 466. Undergraduate Thesis: Film Production. 2 crs.

The focus of this course is to engage students with the technical as well as creative process of directing film.  On a very advanced level, students will learn how to interpret a classic literary drama by further translating such manuscripts into the medium of motion pictures. 

Prereqs:  MJFC 345 Film Directing.

MJFC 469. Undergraduate Thesis: TV Production. 2 crs

An intensive capstone production course that teaches student how to fine tune scripts and direct television productions.

Prereq:  MJFC 344 TV Directing.

CCMS 700. ProSeminar in Communication Theory and Research. 3 crs.

Descriptive and critical overview of the field of communication and its major theoretical and methodological research approaches. Emphasis on the relation between communication theory and communication methodology, including the philosophical foundations, concepts and analytical perspectives that define these relations. Prereq.: CCMS 591 or equivalent/departmental permission.

CCMS 701. Quantitative Research Methodology. 3 crs.

Quantitative research methods and design in communication. Includes the use of statistics in experiments, surveys, and content analysis.  Relationship between theory and research will be examined.  Assumes knowledge of intermediate statistics.

CCMS 702. Qualitative Research Methodology. 3 crs.

Qualitative research methods and design in communication.  Includes the treatment of historical-critical, interpretive, ethnographic, and textual data.  Relationship between theory and research will be examined.

CCMS 703. Critical Studies Research Methodology. 3 crs.

Develops skills in conducting inquiry using social critique, political economy and other procedures associated with the critical research tradition, which has the goal of enab

CCMS 706. Field Research in Communication. 3 crs.

Develops skill in researching, analyzing and solving a current issue/problem in communication research related to the student’s dissertation.  May involve fieldwork in the communication

CCMS 707. Seminar in Gender Issues in Media Management and Ownership. 3 crs.
CCMS 710. Seminar in Communication Theory. 3 crs.

Review and critical analysis of major theories and theoretical perspectives in communication.  Metatheoretical issues will be examined. Prereq.:CCMS 510 or equivalent.

CCMS 712. Seminar in Social Media, Culture and Communication. 3 crs.

Seminar explores the history, practices, tools, legal and ethical issues related to social media. Emphasis on students’ exploration of theories - public relations, communication and business - to help better understand and develop social media.

CCMS 713. Critical Discourse Analysis. 3 crs.

Critical review and analysis of language and discourse dynamics as factors in power and the abuse of power.

CCMS 715. Seminar in Sport, Media and Culture.

This course focuses on sociology, human kinetics, and communication aspects of sport. It reviews theory and research pertaining to sport and media across the world.

CCMS 717. Seminar in Media Psychology. 3 crs.

This course may be cross listed with the Department of Psychology.

Seminar in Health Communication and Culture

Focus on the social, economic, and political factors influencing African, Latino, Asian, and Native Americans’ beliefs and attitudes related to health and illness.

CCMS 719. Advanced Qualitative Communication Design and Analysis.

Prereq.: CCMS 702 or permission of instructor.

CCMS 720. Seminar in Media Entrepreneurship. 3 crs.
CCMS 721. Seminar in Negotiation and Conflict Resolution. 3 crs.

Survey of theoretical and research literature in negotiation and conflict resolution. (Entrepreneurship).

CCMS 722. Seminar in Political Communication and Public Opinion. 3 crs.

Communication in the political process.  Emphasis on persuasive and propaganda devices used in political power and office seeking as well as the formulation and management of public policy.

CCMS 723. Seminar in Strategic Communication Management. 3 crs.

Introduces public relations and other public communication theories that aid in managing communication and responding to and counseling organizational management and marketing challenges. Explores the relationship between public relations, advertising, marketing communications and management of organizations.

CCMS 724. Seminar in Communication Leadership and Diversity. 3 crs.

This course examines communication leadership scholarship within a context of diversity that includes culture, gender, race, ethnic, as well as additional

CCMS 726. Seminar in Intercultural Communication. 3 crs.

Considers rules, meaning, uncertainty reduction, development communication, and comparative approaches to intercultural communication.  Examines methodological issues. Prereq.: COMC 727.

CCMS 728. Seminar in Teaching Communication: Theory and Practice. 3 crs.
CCMS 729. Seminar in Postmodernism and Critical Theory. 3 crs.

This seminar will consider the philosophical underpinnings of critical theory and postmodernism.  Specifically, this course will examine the major assumptions, choices, tensions, issues, and concerns that characterize critical theory and postmodernism.  Students will be exposed to the ideas of philosophers such as Theodor Adorno, Max Horkheimer, Jurgen Habermas, jean Baudrillard, Frederic Jameson, and Jean-Francois Lyotard, among others.

CCMS 730. Seminar in Health Communication. 3 crs.

Focus on the social, economic and political factors influencing African, Latino, Asian, and Native Americans’ beliefs and attitudes related to health and illness.  Explores how topics such as folk illness, “personalismo”, face maintenance, home remedies and alternative medicine are related to health communication.

CCMS 750. Communication Theory and Research Foundations. 3 crs.

Exploration of major scholars whose work defined the field.

CCMS 752. Seminar in Mass Communication Effects. 3 crs.

The significance and impact of mass communication in contemporary society; critical review of the models and paradigms of media influence and influence processes.

CCMS 753. Seminar in Mass Communication Policy and Administration. 3 crs.

Governmental, legal, regulatory and administrative policies, rules and procedures as they pertain to mass communication and public policy-making. Prereq.: CCMS 553 or permission of instructor.

CCMS 754. Seminar in Design and Analysis of Communication Research. 3 crs.

Design and analysis applications in mass communication research. Emphasis on multivariate design and analysis. Prereq.: CCMS 701 and CCMS 702 or permission of instructor.

 SCOM 120 Digital Media Literacy 3 crs.

An introductory course help you develop the technical skills to survive in our new digital culture. It will explore what it means to be literate - beyond reading, writing, and math - in the age of new media. Each cultural era is met by technological changes. For example, the introduction of the computer has been an even greater game-changer with the introduction of the Internet, which allowed people and all manner of technology to be connected. Instead of these new communications technologies rendering radio, newspaper, and television obsolete, instead, they enabled conversion or the merging of previously distinct technologies that can be used with one device — the mobile phone.


Throughout the course, we will explore the evolution of digital media technologies as well as their impact on economics, politics, education, communication, and community. The course also examines key moments in computing and media history to gain a perspective on the nature of technological innovation and change. Today the social skills and cultural competencies required to be able to fully participate in the digital future have changed our ethical choices, our means of one-to-one and community-wide communication, democratic citizenship, educational opportunities, work routines, and leisure activities. Comprehensive definitions of digital literacy go well beyond skill-based and incorporate critical thinking and problem-solving, capturing the notion that digital literacy is ultimately about the ability to effectively solve problems in a technology-rich environment (Organisation for Economic Co-operation and Development, 2013). In short, this course aims to help you develop not only the skills required to use these new technical devices but the computational thinking skills to become competent and ethical content producers and critical analysts of technology.

SLMC 101 Principles of Speech 3 crs

This course is designed to develop skills that will strengthen effective communication within a variety of contexts including, but not limited to, academic and organizational settings, with business and professional associates, and with family and friends. It is a performance course that is based on the study of communication theory as applied to a numerous public speaking situations and social interactions. The overall goals of this course are to improve the student’s ability to speak before an audience, to listen to and analyze speeches, to interact more effectively interpersonally with others and to increase awareness of the role of communication in our complex society. Although natural ability is an asset, every student’s capabilities in speech communication can be markedly improved through (1) an understanding of the communication process, (2) continued training in communication principles, and (3) practice in interpersonal, intercultural, group and speaker-audience situations.

SCOM 130 Ethical Issues in Communications 3 crs

In-depth evaluation and analysis of ethical choices encountered by 21st century communicators and the impact of those choices in a larger political and social framework.

SLMC 202 Intro to Communication Theory 3 crs

The course is an introductory approach to theories associated with the study and analysis of human communication dynamics. The perspective adopted in the course is that human communication is a complex, problematic, and conflict-ridden challenge that human beings must process and manage as a constant of daily and social life. Communication theory seeks to explore meaning in diverse and complex ways so as to provide a broad base of understanding about the complexity of meaning for social beings, and the challenge that humans have in seeking to construct it, understand it, manage it, critique it, and, when necessary, change it.

SLMC 102 Fundamentals of Advertising & Story Telling 1 cr.

This course has two primary areas of focus: (1) Introduce students to the field of advertising, its history and provide a general overview of advertising in the context of integrated marketing communications (IMC) and emergent media. Agency roles, corporate structure, branding, and industry trends will be discussed as well as, the advertising process from research, creative, production, media placement, and evaluation. (2) Additionally, students will be introduced to the development of strategic communication messages via traditional and emergent media platforms. They will identify underlying themes of various stories on multiple platforms and decide how narratives will be best told strategically. Students will distinguish among different types of stories via the use of experiential (real-world) exercises to identify common themes and identify characteristics of a good story.

SLMC 210 Intro to Strategic Communication 3 crs.

This introductory course explores the basics of how strategic communications works and teaches students the strategic concepts and principles necessary to understand how effective advertising, public relations and marketing decisions are developed and executed. This course will provide students with an overview of the principles, history and contemporary practices of the advertising, public relations and marketing industries and explain the nexus among those disciplines. SLMC 210 explores the role of public communication, its pervasiveness in society and provides an introduction to the development of a strategic communications plans. Prereq: Sophomore standing.

SLMC 203. Principles of Persuasion. 3 Crs.

It is without question that persuasive communication permeates throughout every aspect of our existence. We are constantly inundated with messages designed to influence or change our attitudes, beliefs, values and/or behavior. Moreover, persuasion occurs on every level of communication, from the intra-personal through the global and even occurs within the context of the communication process.

SLMC 301. Intercultural/International Communication. 3 crs.

Intercultural and International Communication disciplines share similarities with respect to media, culture and political diplomacy between sovereign nations. This course will examine the role media plays when covering issues related to ethnicity and race from an international perspective. It will also explore the cultural and developmental communication initiatives and the critical paradigms that should be employed when dealing with interpersonal, group and mass communication interactions between “developed” and “developing nations.” The course will also examine how international relations (diplomacy) are impacted by a global communication standpoint. The course will establish a credible theoretical framework that underpins intercultural and international communication dynamics in the 21st century.

SLMC 321. Advertising Sales 3 crs.

This course discusses the elements of advertising sales and marketing in the business environment. The content consists of advertising and sales promotion, selection of media, and use of advertising and sales promotion as a marketing tool, and ROI (testing media effectiveness). Upon completion, students will demonstrate an understanding of sales/marketing concepts by making actual sales calls to prospective buyers utilizing one of Howard University’s media properties. Prereqs: SLMC 210.

SLMC 322. Advertising Copywriting & Design. 3 crs.

This course combines theory and practice to cultivate effective creative strategy and conceptual thinking within advertising utilizing diverse and interdependent media. Students will apply critical thinking to create campaign solutions employing the use of traditional, social, digital and emerging media. Additionally, this course will develop principles of copy writing and design while incorporating the use of professional tools, technology and creative software. Prereq.: SLMC 210.

SLMC 351. Advanced Public Speaking. 3 crs.

Public speaking has become an important force for molding and shaping society. In an increasingly complex world, the need for articulate public speakers, that is, those who can present appropriate, relevant, and clear ideas to listeners in a direct, open and convincing manner has become even greater. This course is designed to provide the advanced student with specific communication principles and skills necessary for effective public speaking in a variety of contexts. Prereq: SLMC 101.

SLMC 323. Advertising Research and Marketing. 3 crs.

This three-credit-hour course introduces students to basic concepts and methods of the research process used in developing, executing, and evaluating integrated communication campaigns. Course content includes a survey of current research methods used in advertising, public relations and mass media studies. Prereq.: SLMC 210 and Junior Status.

SLMC 324. Media Planning and Buying. 3 crs.

The Media Planning and Buying course will provide you with knowledge of mass media (TV, Cable, Radio, Internet and Print) and various media options that are incorporated into a media advertising strategy. Class discussions will focus on the strengths and weaknesses of various media forms, why certain media are selected and evaluated and the decisions that arise from the media planning and buying process. Class discussions, assignments, and activities are designed to present, reinforce and practice skills needed to execute a successful media plan. Prereq.: SLMC 210 and Junior Status.

SLMC 402. Practicum – Internship: Advertising 1 cr.

This is an experiential learning course. Experiential learning is an educational plan that integrates classroom study with practical work experience. This course is designed to provide qualified Advertising students the opportunity for challenging and educational “hands-on” learning experience in the advertising, marketing related or communications fields. Students gain experience and helpful career direction by working under qualified professionals in a structured business environment. Paid or unpaid, students are expected to perform duties that are similar, if not identical, to the type of work they will do upon entering the professional workforce. Prereqs: Junior/Senior Status, SLMC 321, and prior approval of internship and service learning experience before beginning the internship and service learning experience.

SLMC 410. Social Media & Integrated Marketing. 3 crs.

This course is designed to provide students with the history, theory and practical uses of Integrated Strategic Communication (ISC), along with the legal and ethical issues associated with social media. This course requires students to create comprehensive ISC campaigns with an emphasis on targeted uses of social media channels and tactics. Prereqs: Senior Status and SLMC 323 or SLMC 311.

SLMC 491. CapComm Lab. 3 crs.

Designed to provide an opportunity for students to gain practical experience through working in a co-curricular advertising and public relations student-run strategic communications firm. The course emphasizes planning, developing, implementing and evaluating strategic communications campaigns. Prereq.: SLMC 312 or SLMC 323.

SLMC 250. Intro to Leadership and Management Communication. 3 crs.

he course is designed to introduce students to an array of communication principles and practices that will provide them with a more comprehensive perspective on leadership and management. The goal of this course is to improve students’ competence in communication leadership and management. The course content is varied, mixing theory and practice and enabling the student to acquire both theoretical knowledge and application skill. The course differentiates between leadership and management and discusses both leadership and followership. It also examines the various contexts in which leadership occurs, such as on the interpersonal, group, cultural, and public contexts.

SLMC 231. Mock Trial. 3 crs.

Mock Trial is designed to provide students with an introduction to communication in legal processes specifically for trial court settings. Mock Trial will expose students to the fundamental structure of trial court litigation. This course offers the basic principles of civil and criminal litigation and practice, including various aspects of law, such as the rules of procedure, statutes and case laws. It is expected that each student will gain invaluable experience regarding the principles of persuasion while enhancing their ability to argue and object, utilizing the rules of evidence and civil procedure often exemplified in trial court litigation. Prereq: SLMC 203.