BA Mass Communication

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

For those students wishing to pursue a career in communications, media and production, public relations, education, business, film-making, journalism, or technical aspects of media, the newly launched BA in Mass Communication at RTC offers a knowledge- and practice-based programme of study suited for the rapidly changing communications landscape of Bhutan and beyond. Students will work with the internet, social media, audio, photography, video, and digital graphics while they learn about communication as an art and science in a variety of settings and applications.


ADMISSIONS FOR 2018 OPEN SOON! Check out the all new Prospectus 2018 for more information.


Curriculum Structure and Map

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






Introduction to  Communication Arts and Technology


Principles of Communication Science


History of Mass Communication


IT and Basic Problem Solving


Academic Skills



Photography and Visuals Lab


Introductory Theories of Mass Communication


Basic Journalism


Dzongkha Communication


Grammar, Vocabulary, and Phonology in Context




Digital Storytelling Lab


Contemporary Theories of Mass Communication


Introduction to Broadcasting


Public Speaking


Analytical Skills



Digital Graphics Lab


Communications Research


Journalistic Layout and Design


Cultural Diversity in Communication


Language and the Power of Ideas




Video Production and Non-linear Editing Lab


Global Journalism


Feature Writing 


Ethical Issues in Mass Communication

Ethnographic Research UGR303

(24 credits)



Media for Mobile Devices Lab


Pop Culture, Publicity and Media


Public Relations and Organizational Communications


Advocacy and Development Communication


Communications Project



Aims and Learning Outcomes of the Programme

Aims of the Programme

The BA programme in Mass Communication is a single-major undergraduate degree programme designed to provide students with a thorough knowledge and appreciation of communication theories and technological familiarity to analyse, strategize, and produce professional quality communications using English as the medium. The curriculum will give students a broad foundational knowledge of historical developments to current events with brief insight into cultures and subcultures of society and how they are framed. Modules addressing communication and media theories and practices are supplemented by the studio and lab section of the programme. The programme aims to encourage students' thoughtful engagement with important issues and questions raised within traditional and social media realms. Students will acquire a deep understanding of ethical concerns, cultural concerns and analysis critical to the profession. Engagement with these issues will equip students to be active participants in a democratic society and in a country which is rapidly developing links with the rest of the world..

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 mass communication.

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 and use the foundational technology and communication strategies.

KU4.    Recognize, record and analyse cultural continuities and changes.

KU5.    Evaluate the relevance and value of media and their practices in contemporary Bhutan.

KU6.    Describe and analyse contemporary issues in Bhutan and globally.

KU7.    Research sources independently using both print and electronic materials.

KU8.    Identify messages and delivery techniques that are most appropriate to a given audience based on research methods.

Critical Thinking Skills (CS):

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

CS2.    Critically read and evaluate varied types of media.

CS3.    Apply key communication theories and concepts to contemporary issues in Bhutan and globally.

CS4.    Evaluate and synthesize information from a range of relevant sources.

CS5.    Design, conduct and present a novel, self-directed, independent communications project.

CS6.    Critically engage with the ethical issues around Bhutan and around the world within both academic and real world settings. 

Application skills (AS): refers to the ability to use anthropological knowledge and practices within non-academic or real-world 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.    Appraise the influences of cultural context and social discourse for individual and group experiences.

AS4.    Construct and employ evidence-based and logical arguments in “real-world” settings.

AS5.    Express themselves creatively in both written and spoken English.

AS6.    Apply basic skills in journalism to write articles.

AS7.    Apply theoretical and critical arguments to contemporary debates on literary, social and cultural issues.

AS8.    Express ideas in a variety of mediums for mass consumption through project based learning.

AS9.    Identify cultural subgroups and analyse their communication styles.

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 informally, through on-going interactions with faculty 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.    Deliver effective communications in interpersonal, group, public, academic or corporate settings.

TS5.    Create objectives for and design a project, and work towards the completion of those objectives in a timely and organized manner.

TS6.    Undertake self-evaluation and preparation for employment.

TS6.    Develop a genuine sense of empathy and appreciation for the beliefs and experiences of other people.

TS7.    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.

TS8.    Discuss current events and controversial topics sensitively and in depth from a variety of perspectives.

TS9.    Employ written and spoken English to communicate effectively in civic, academic, and professional situations and in international contexts if necessary.

TS10.  Work effectively in groups or teams as well as lead them. 


Career-related Opportunities

A degree in mass communication opens the door to a number of career paths including: (1) academic careers in teaching and research; (2) corporate and business careers (many businesses look explicitly for communication 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); (3) government careers: state and local governmental organizations often employ communication experts in planning, research and managerial capacities; (4) Non-profit and community-based careers: non-governmental organizations employ communications majors to help design and implement a wide variety of programmes, and are also frequently involved in social media planning, crisis management, audience reach and representation surveys and message generation for a variety of audiences.

Graduates of this program would be valuable to organizations and agencies such as:

  • The Royal Government of Bhutan (e.g, the Ministry of Information and Communications, communications positions in other govt. offices);
  • Local CSOs such as the Bhutan Centre for Media and Democracy, Bhutan Media Foundation
  • As well as the tourism industry more generally, museums and heritage sites such as the Royal Textile Academy, National Museum Paro and Royal Heritage Museum in Trongsa;
  • International organizations with offices in Bhutan such as SNV, UNICEF, Helvetas and the World Bank, WWF;
  • Organizations and corporations that have a need for a public relations, strategic/organizational communication manager, customer service, entertainment or producing independent and original materials.

Mass Communication graduates would also be prepared to research, advocate or produce information for mainstream media. Possible writing careers include production of written works in fields related to social sciences and the humanities as well as technical writing, creating written materials in the field of technology. Other careers are available in advertising, editing, print or broadcast journalism, radio and television.