BA Mass Communication (4 yr)

Bhutan's First and Only A+ Accredited Institution      Inspiring Education in Bhutan

The BA programme in Mass Communication is a single-subject undergraduate degree programme designed to provide students with adequate knowledge and appreciation of communication theories and applications as well as hands-on content creation experience to be able to analyse, strategize, and produce quality communications in English. Students will acquire a broad understanding of mass communication, including historical overview, mediums, ethical concerns, cultural concerns and analysis critical to the profession. The programme will encourage students’ thoughtful engagement with important issues and questions raised within traditional, digital, and social media realms.

The study of mass communications is supported by the language and journalism portions of the programme. These modules build on the core competency language modules which address key language skills in an academic setting that can be transferred to the professional setting. The programme aims to provide graduates with the competency to write well and articulate ideas clearly. Students will learn how to communicate with audiences effectively within the disciplines of journalism and broadcasting, by planning, creating, and delivering content in a variety of mediums.

Programme Handbook - see complete programme details here

Programme Structure

Programme structure and Modules are being finalized and are subject to change.

Yr Sem Modules


Introduction to Communication Arts and Technology


Principles of Communication Science


History of Mass Communication)


IT and Basic Problem Solving


Grammar, Vocabulary, and Phonology in Context



Photography and Visuals Lab


Introductory Theories of Mass Communication


Basic Journalism


Academic Skills


Dzongkha Communication



Digital Graphics Lab


Contemporary Theories of Mass Communication


Introduction to Broadcast Journalism


Public Speaking


Analytical Skills



Digital Storytelling and Audio Lab


Cultural Diversity in Communication


Feature Writing


The Art of the Documentary


Communications Research



Video Production and Non-linear Editing Lab


Public Relations


Layout and Design for Journalism


Global Journalism


Ethical Issues in Mass Communication



Media for Mobile Devices Lab


Pop Culture and Media


Language and the Power of Ideas


Advocacy and Development Communication


Communications Project


Learning Outcomes of the Programme

Graduates of this programme are expected to acquire not only a grounding within the field of communications knowledge (subject-specific skills) but will also gain competency in the following skill areas: critical thinking skills, application skills and transferable skills. Specific learning outcomes based on these four different skill sets are the foundation of this programme, along with appropriately aligned teaching, learning and assessment tools.

Subject Specific Skills: This skill-set refers to knowledge and understanding (KU) of the field of communications.

KU1.    Explain the key principles, theories and concepts within the field of communications.

KU2.    Define the scope and history of the field of communications.

KU3.    Explain communication strategies appropriate for various audiences and purposes.

Critical Thinking Skills (CS):

CS1.    Distinguish the difference in mass media messages for factual content and biases as a media-literate citizen.

CS2.    Critically read and evaluate varied types of media.

CS3.    Evaluate and synthesize information from a range of relevant sources.

CS4.    Analyse contemporary issues in Bhutan and globally in relation to key communications theories and concepts.

CS5.    Critically engage with the ethical issues around Bhutan and around the world within both academic and real-world settings.

CS6.    Appraise the influences of cultural context and social discourse for individual and group experiences.

CS7.    Evaluate the relevance and value of mass media in contemporary Bhutan.

CS8.    Identify cultural subgroups and analyse their communication styles.

Application skills (AS): refers to the ability to use communications knowledge and practices broadly beyond academic settings.

AS1.    Produce practical visuals with an emphasis on content, contrast and design.

AS2.    Design layout for media that is visually stunning, aesthetically pleasing, and easy to consume for large audiences in print and digital formats.

AS3.    Produce quality audio and video communications.

AS4.    Apply good practices in journalism to write compelling articles.

AS5.    Express ideas in a variety of mediums for mass consumption.

AS6.    Design, conduct and present a novel, self-directed, independent communications project.

AS7.    Write successful messages for public speaking delivery with concerns to varied audiences ranging from community meetings or public forums to academic, professional, government or international settings.

Transferable Skills (TS): Transferable skills will be integrated within modules whenever appropriate. Students will have the opportunity to practice and receive feedback on these skills both formally through the use of assessments and on-going interactions with tutors within the scope of everyday classroom activities.

TS1.    Become reflective, independent and life-long learners.

TS2.    Work collaboratively and effectively within a team.

TS3.    Demonstrate effective time-management and personal goal setting.

TS4.    Construct and employ evidence-based and logical arguments in “real-world” settings.

TS5.    Express themselves creatively and effectively in both written and spoken English for interpersonal, group, public, academic or corporate settings.

TS6.    Create objectives for and design a project, and work towards the completion of those objectives in a timely and organized manner.

TS7.    Undertake self-evaluation and preparation for employment.

TS8.    Develop empathy and appreciation for the beliefs and experiences of other people.

TS9.    Discuss current events and controversial topics sensitively and in-depth from a variety of perspectives.

TS10.  Research sources independently using both print and electronic materials.


Career-related Opportunities

A degree in mass communication opens the door to a number of career paths including academic careers in teaching and research; corporate and business careers (e.g., many businesses look explicitly for communications experts, recognizing the utility of their knowledge and training to, for instance, work in a culturally diverse corporate team, to examine consumer patterns, market research, and to operate effectively in transnational endeavours); government careers (e.g., state and local governmental organizations often employ communications experts in planning, research and managerial capacities); non-profit and community-based careers (e.g., non-governmental organizations employ communications experts to help design and implement a wide variety of programmes, and are also frequently involved in social media planning, crisis management, advocacy, audience reach and representation surveys, and message generation for a variety of audiences).

Mass Communication graduates would also be prepared to research, advocate or produce information for mainstream and social media. Possible writing careers include the production of written features for fields related to social sciences and the humanities. Other careers would be available in advertising, editing, print or broadcast journalism, radio and television. Moreover, the programme will also provide a sound foundation for those students wishing to pursue further studies in communications, media production, public relations, education, business, film-making, news anchoring, or journalism.