Bachelor of Studies in Digital Media Marketing is an HEC-compliant 4-year undergraduate degree that engages students in the emergent field of Digital Marketing, with an option of an exit after 2 years (20 courses, 60 Credit hours) with an Associate of Digital Media Marketing degree.
BS Communication & Media Sciences (BS-CMS) program is designed to prepare students for a career in media, communications, film & TV production, and journalism. In addition to technical hands-on exposure, students also learn about media evolution through an examination of issues such as ownership, control of the media and impact of new media technologies on society. The program links theoretical knowledge and practical skills needed to perform effectively and successfully in the industry. Graduates from the BS-CMS degree can pursue several career lines such as creative head, RJ, music director, production associate, social media executive, special correspondent, graphic designer, dop, editor, visualizer, production manager, producer, marketing manager, script writer, art director, etc.
|Semester-1||English||Introduction to Multi Media||Communication Studies||Drawing I||Fundamentals of Design||Pakistan Studies||International Relations|
|Semester-2||Urdu||Sociology||Introduction to Media Landscape||History of Art, Moving Image & Design||Photography||Creative Writing||Presentation Skills||Genres of Film & TV|
|Semester-3||Digital Radio & TV Communication||Culture, Media & Society||Research Writing||Digital Audio / Video||Psychology||Statistics||Elements of Advertising||News Writing & Reporting|
|Semester-4||Visual Culture||Aesthetics of Editing||Advanced Photography||Photo Journalism||Elective 1||Elective 2||Theories of communicaton||Islamiat|
|Semester-5||Digital image manipulation||Media Laws & Ethics||Media Art & Technology||Entrepreneurship||Social development campaign||Elective 3||Art Direction||Inter Disciplinary 1|
|Semester-6||Research Methodology||Elective 4||Inter Disciplinary 2||Elective 5||Elective 6||PR & Event||World communication system|
|Semester-7||Thesis 1||Elective 7||Elective 8||Elective 9||Elective 10||Elective 11|
English Writing (CMC – 201)
This course instructs students on effectively communicating in English through their writing. The course includes a literature component to expose students to various writing styles over time and to assist them in learning writing skills at advanced levels.
Pakistan Studies (CMC – 202)
Unlike traditional Pakistan Studies courses, this course looks at Pakistan’s history through the lens of global and local media. The course examines various events across time and gives students a perspective on how media impacted the history, birth and development of Pakistan.
Communication Skills (CMC – 203)
An introductory core course that exposes students to various forms of communication ranging from intrapersonal to mass communication. This course aims to enhance students’ basic communication skills required for academic and non-academic purposes.
Sociology (CMC – 204)
This course introduces students to the social dimensions of psychology, economics, politics and history with an emphasis on the role and influence of mass media on these sociological concepts. Sociology being a foundation course provides students with the concepts of society and detailed knowledge of sociological terms imperative for media students.
Drawing (CMC – 205)
Drawing introduces students to the history and fundamental concepts of art including techniques of drawing such as sketching, shading, one point perspective, two point perspective and composition. Students will perceive, read and translate various visual cues into personal forms of pictorial representation.
Introduction To Digital Media (CMC – 206)
Introduction to Digital Media is a core course that introduces students to the use of cutting edge technology for creative expression and effective communication. It equips students with the knowledge and skills of applications such as basics of graphics, multimedia, and media production software.
Fundamentals Of Statistics (CMC – 207)
Fundamentals of Statistics is a core course specially designed for media students. It coaches students to interpret and tabulate data, test hypotheses, and develop knowledge of fundamental statistical tools and computer applications necessary for making inferences and analyses. This course will be most helpful in media research as it will help students in applying statistical treatment to data in order to draw conclusions. It helps students in administering appropriate statistical techniques for drawing and communicating research results.
Urdu Language (CMC – 208)
Given the importance of language in communication and media, this course has been designed to provide students a firm grounding in the Urdu language and literature. The literature component will allow students to analyze written creative expression over time and how it can be adapted to various contemporary media settings which will help students at later stages of their program particularly in journalistic writing.
Introduction To Mass Communication (CMC – 209)
Through this introductory course students learn how to leverage mass media tools for various forms of effective communication. The course pedagogy incorporates both, theoretical and applicative components in order to analyze the nature of mediated communication through traditional and non-traditional media. The course will also cover the history, evolution, and current trends in print and electronic media and advertising.
Photography (CMC – 210)
This course addresses the technical, aesthetic, and conceptual challenges implicit with digital photography. The class is structured on a studio model, in which students will be spending most of their time working on projects under faculty supervision. After the course in Photography students will be equipped with an understanding of the camera and the latest electronic imaging technology through its development stages.
Components Of Political System (CMC – 211)
The objective of this course is to study the state as an entity based on political concepts and ideologies in historical and contemporary frameworks. It will develop students’ capacity to understand and analyze political arguments as a primary background to journalistic and media writing.
Islamic Studies (CMC – 212)
The course content of Islamic Studies covers a wide range of topics including modern Islamic thought, Islamic economics, sociology and political ideology. The course will also touch upon the diversity of Muslim cultures and practices, particularly in light of the media influx and influence on society and on Islam as a religion.
Introduction To Psychology (CMC – 301)
This course will entail an overview of Psychology from both the social science and natural science perspectives. Areas of focus will include issues in human development, personality theory, abnormal psychology, behavior disorders, social psychology, language, learning and cognitive processes which will help students contextualize the role, function and impact of media on society.
News Writing And Reporting (CMC – 302)
This course covers the basic mechanics of news writing and reporting. Areas of focus include information gathering, organizing and writing for print and electronic media. It prepares students to work on various formats and structures of news writing in print, electronic and online media.
International Relations (CMC – 303)
This course encompasses the theoretical and emerging trends and approaches in international relations. It also analyzes the factors affecting the relations between states and their ramifications in the global arena.
Digital Audio Video (CMC – 304)
Digital Audio Video is a course focused on providing training in sound recording and digitization for audio, video and multimedia productions. Students will learn to record, monitor, edit, process and mix sounds for broadcast media. It will also focus on sound in relation to narrative and visual elements in different media.
Theories Of Communication (CMC – 305)
A course geared at teaching students not only the essentials of media communication but also relevant theoretical frameworks and their applications in social settings. The course discusses the historical evolution of communication from the primitive hypodermal needle theory to the more contemporary gratification theory. Furthermore, it examines the impact of several theories on audiences of diverse composition.
Research Methodology (CMC – 306)
In light of the importance of research in media and journalism, this course has been designed to include the theory, methods and approaches to conduct multi-dimensional research. It introduces students to the techniques of survey, content analysis, case study and other qualitative and quantitative methods to gather, analyze and interpret data and prepare research reports.
Creative Writing And Presentation Skills (CMC – 307)
In this course, students will get the opportunity to explore their potential in verbal communication and experience a diverse range of genres to develop interest in and understanding of techniques that will help them craft their own stories. In addition to this, students will be given rigorous training to prepare and deliver formal presentations.
Sub-Editing (CMC – 308)
This course introduces students to the world of editing through skill development and establishing a basic understanding of the operations of an editorial desk. In addition to the basic building blocks of editing, this course prepares students to develop proofing, re-writing, and re-organizing skills to familiarize them with the core foundations of the field including the concepts of gate keeping and corporate ethics related to it.
The course essentials include hands-on training, including management of live feeds from agencies in a standard newsroom where students will get exposure to a range of experiences that will enable them to perform editorial tasks efficiently in both, print and broadcast media.
Communication Design (CMC – 309)
This course is targeted at equipping students with the conceptual tools of communication through mass media. It will train students in the use of a wide range of communication tools including typography and interactive design that will help them enhance the production and delivery of their concepts through different digital software.
Culture, Media And Society (CMC – 310)
This course studies the evolution of media over history and analyzes those changes in the context of cultural and social progress. The aim of this particular course is to develop an understanding of the significant role that media plays in shaping a society and the way it can be manipulated to alter public opinion.
Documentary Production (CMC – 409)
This course focuses on developing the foundations essential for the planning and production of a documentary for effective delivery and quality production of the concept and story. In addition to the theoretical learning, this course will train students in areas ranging from pre-production to post-production through hands-on experience including familiarization with equipment and the control room.
Integrated Marketing Communication (CMC – 312)
A critical tool for any marketer, Integrated Marketing Communication introduces the student to an integrated approach to studying the promotional mix including advertising, public relations, personal selling and sales promotion for both print and electronic media.
Media Laws And Ethics (CMC – 401)
This course familiarizes students with the codes that underlie the dynamics of the local and international media industries. It equips students to identify and tackle the ethical dilemmas that they will face once they enter the practical world. In addition to this, the course is targeted at preparing students to understand the regulatory bodies set by the government, journalists, film-makers and other media professionals and their applications with appropriate rationale for professional practice.
Screenplay (CMC – 402)
This course has been designed to develop the story writing skills of students, with the vision of creating a film. It trains students in focusing on the intricate details necessary to be kept in mind when creating screenplay for a motion picture. The course will cover structure, format and layout of a standard Hollywood 3 act structure screenplay.
Journalism (CMC – 403)
Through this course students will be offered the opportunity to learn about the history and evolution of journalism across media along with focusing on other areas such as writing for newspapers, news gathering, accessing public information and the ethics of reporting. The course will also touch upon choosing and identifying credible sources of news, a journalist’s role in society, and the effect of news on public opinion.
Entrepreneurship (CMC – 404)
Entrepreneurship will inculcate in students the skills and knowledge required to run their own businesses. Students will get a chance to assess the challenges and rewards of entrepreneurship, develop an understanding of better business decisions, critical factors for success, and develop business plans for media entrepreneurship.
The course introduces students to demand and supply, consumer behavior, the theory of business enterprise, the operation of competitive and monopolistic markets, and the forces determining income distribution. The course also touches on the determinants of aggregate economic activity, the effects of monetary and fiscal policy upon national income, and economic policy toward unemployment and inflation.
Storyboarding (CMC – 406)
In this course, students will learn story boarding techniques and screenplay for film production to enhance their visual thinking abilities. Students will also be required to produce a short film at the end of the semester which will also help them learn idea generation techniques during film production.
Online Journalism (CMC – 407)
Online Journalism introduces students to the communication milestones from traditional to new media, as it covers writing and production for online media. It familiarizes students with the concepts of narrowcasting and broadcasting. It equips students with the techniques of gathering, organizing and publishing news across a variety of web platforms. Students are encouraged to create online publications in groups and as part of course projects.
Television/ Radio News Production (CMC – 408)
This course will focus on the presentation, style, content, program elements, interview techniques, and production skills necessary for TV and Radio news production. Stages of news and bulletin production will be focused on during this course along with various practical exercises to augment students’ theoretical learning.
Introduction To Film Studies (CMC – 311)
Introduction to Film Studies is a theoretical course introducing students to the history, theory, and criticism of cinema and other moving image media. This course introduces the students to all forms of moving-image culture, including film, animation, television, and digital media. Students will also be introduced to cinematography, sound design and production during this course.
Media Design (CMC – 410)
Media Design will create a stimulating learning environment for students where they will learn graphic designing, art direction and interactive media. Students will also be introduced to, advertising, corporate identity, packaging, and marketing merchandise designing. This course will train students to convey concepts through creative visual and design elements.
Drama And Theatre (CMC – 411)
Drama and Theatre introduces students to drama, theatre and performance from a practical, theoretical and historical perspective. Students will explore all aspects of performance from storytelling to acting. One of the most innovative features of this course is the emphasis on translating learning into practice.
This course will focus on the fundamentals of production, including the techniques and aesthetics of shooting, lighting and editing. It will familiarize students with studio equipment, different roles for production and how to set up a studio for production for different media.
The fourth year has been designed as follows:
- Two compulsory courses each semester
- Three electives for specialization each semester
- One thesis over two semesters
- One internship of 6-8 weeks
Investigative Reporting (CMC – 501)
Through this course, students will learn to research, write and package investigative news stories for different media. Students will develop the skills necessary to produce exclusive, original and ground-breaking investigative reports. The course will entail fieldwork where students will be required to develop story ideas for their project, find and cultivate information sources, and produce a story based on accuracy and objectivity.
Media Management And Planning (CMC – 506)
Media Management is designed to provide students with detailed insights into the organizational and economic structures of major electronic media industries. Students will learn the dynamics of media selling and planning. The overarching objective is to acquaint students with the buying, selling and performance evaluation strategies used in media industries.
- Art Direction
- Branding Design
- Consumer Behaviour
- Design Thinking
- Digital Photography Post
- Drawing & Perspective
- Integrated Marketing Communications
- Media Planning
- Packaging Design
- UX/UI Development
- Visual Communication Challenges
- Beat Reporting
- Digital Journalism
- Documentary Writing & Production
- Feature Writing
- Investigative Journalism
- Journalism Principles
- Media & Politics
- Media Laws & Ethics
- News Writing & Reporting
- Radio Journalism
- Sub Editing
- Art Direction
- Audio Recording & Production
- Digital Compositing
- Documentary Writing & Production
- Drawing & Perspective
- Film Design
- Life Drawing
- Script Writing
- Sound Design
In addition, the degree has been structured in such a way so that students can take advantage of minors in a degree newly approved by HEC. BS-CMS students will be able to take minors in the following fields from an extensive list of 60+ courses:
- 3D Animation Design
- Interior Design
- Contemporary Fine Art
- Performing Arts
- Gaming Design
- Communication Design
- Film & TV
- Social Media Content & Monetization
- Digital Audio Production
Some of the courses offered as minor or elective are:
- Becoming a Social Media Personality
- Content Monetization
- Dance Craft & Performance
- Environment Design
- Exploring Form Through Sculpture
- Game Design Development Platforms
- Match Move & Motion Tracking
- Model Making & Visual Merchandising
- Music Industry Dynamics
The degree is subdivided into the following course categories: General Education, Foundation, Major, and Minor/Elective.
General Education courses are required by HEC for all undergraduate degrees. BS‑DMM degree includes 13 such courses for a total of 39 credit hours.
Foundation courses are those that provide the students grounding in the world of media and include courses from the fields of art, design, marketing, and software. 14 courses for 39 credit hours.
Major courses are those that give the students an understanding of the necessary theoretical and practical knowledge to make a successful carrier in this field. The courses have been conceptualized and developed with industry professionals and current practitioners. 12 courses for 36 credit hours, as well as a 2 course, 6 credit hour thesis.
Basic Admission Criteria
- Minimum A-Levels 3 passes from a recognized institution with equivalency certificate issued by Inter Board Committee of Chairmen (ibcc.edu.pk), OR
- Intermediate pass or equivalent with equivalency certificate issued by Inter Board Committee of Chairmen (ibcc.edu.pk)
- Merit will be decided upon basic admission criteria. However, final list will be based on evaluation of ZCOMS entrance test score and interview.
|ADMISSION FEES||PKR 10,000|
|SECURITY DEPOSIT||PKR 10,000|
|ACTIVITY FEE||PKR 10,000 (Per Year)|
|43 COURSES||Rs. 15,000/- per course & Rs.1000/- per exam|
|THESIS 1||Rs. 20,000/- Thesis 1 & Rs. 5000/- Thesis jury|
|THESIS 2||Rs. 20,000/- Thesis 2 & Rs. 5000/- Thesis jury|
Note: Any additional taxes imposed by the government will be the liability of the students/parents/guardian.
The University reserves the right to increase the fees if required according to the recommendation of the Governing Body.
Advance fees to be paid semester-wise. All dues need to be cleared within two weeks of commencement of the academic year. 2% surcharge per month will be levied on outstanding fees after the due date.
|Employer Category||Student Designations After Graduation (BS-CMS)|
|TV Channels||Creative Head|
|Production House||Music Director|
|Freelance||Head of Marketing Department|
|Animation House||Production Associate|
|Advertising Agency||Brand Manager|
|Production House||Social Media Executive|
|Print Media||Special Correspondent|
|Advertising & Marketing||Graphic Designer|
|Media Planning, Advertising||Editor|
|Media Buying House||Visualizer|
|Event Management Companies||Production Manager|