Curriculum

INSTITUTIONAL LEARNING OUTCOMES (ILO)

1. Critical and Creative Thinking. Graduates use their rational and reflective thinking as well as innovative abilities to life situations in order to push boundaries, realize possibilities, and deepen their interdisciplinary, multidisciplinary, and/or transdisciplinary understanding of the world.

2. Effective Communication. Graduates apply the four macro skills in communication (reading, writing, listening, and speaking), through conventional and digital means, and are able to use these skills in solving problems, making decisions, and articulating thoughts when engaging with people in various circumstances.

3. Strong Service Orientation. Graduates exemplify strong commitment to service excellence for the people, the clientele, industry and other sectors.

4. Adept and Responsible Use or Development of Technology. Graduates demonstrate optimized and responsible use of state of the art technologies of their profession. They possess digital learning abilities, including technical, numerical, and/or technopreneurial skills.

5. Passion for Lifelong Learning. Graduates perform and function in the society by taking responsibility in their quest for further improvement through lifelong learning.

6. Leadership and Organizational Skills. Graduates assume leadership roles and become leading professionals in their respective disciplines by equipping them with appropriate organizational skills.

7. Personal and Professional Ethics. Graduates manifest integrity and adherence to moral and ethical principles in their personal and professional circumstances.

8. Resilience and Agility. Graduates demonstrate flexibility and the growth mindset to adapt and thrive in the volatile, uncertain, complex and ambiguous (VUCA) environment.

9. National and Global Responsiveness. Graduates exhibit a deep sense of nationalism as it complements the need to live as part of the global community where diversity is respected. They promote and fulfill various advocacies for human and social development.

Program Objectives

• Simulate an industry based creative production and/or advertising agency that will cater the needs of a client from its brief and situational analysis. That they will eventually produce and present as a creative deck

• Discuss theories and researches that provides insight giving birth to big idea that provides solution to clients need through a full blown communication campaign

• Expose and deploy students to industry, agencies and production houses, and conduct training and seminars. The university provides the latest softwares and hardwares and its applications and facilities to produce competitive creative materials.

• Engage student in community and extension services that aims to promote and protect ethical and moral values among Filipino families and marginalized members of the society. Guide students develop relevant and effective communication materials, from conceptualization to actual production.

• Continuously update, upgrade and upskill students to the emerging trends and industry demands, giving them opportunities that leads to sound decision-making and competent managerial skills. Additionally,

• training students in digital contents, multimedia, animation and technical skills.

• Develop researches and studies that would extract insights from potential markets, audiences and/or consumers to make communication messages more engaging and heart-felt.

• Encourage students to participate and organize events and activities that aims to develop leadership and managerial skills.

Program Learning Objectives

1. Formulate innovative breakthrough ideas that differentiate the clients’ brands and separate their communication campaigns from the ordinary.

(ILO 1)

2. Produce creative communications solutions that build clients' business.

(ILO 2)

3. Be competitively marketable professionals that are highly employable in advertising agencies, public relations firms, manufacturing companies, service institutions, television networks, radio stations, production houses, recording studios, events companies, printing/graphic companies, publication house, photo studios, movies & entertainment outfits.

(ILO 3, 7)

4. Create and advocate public-welfare-driven communications that aim to promote, develop and teach the right Filipino values and exhibit inspiring stories.

(ILO 9)

5. Train effective decision maker, Proficient and adaptive to technological changes and advancement

(ILO 4, 8)

6. Develop strategic insight extracted from consumer attitude/behavior that is both compelling and generally unknown necessary to make communications relatable to target audience.

(ILO 5)

7. Be communication leaders and managers skilled in running his/her own advertising agency, public relations firm, media boutique/agency, events company, printing service, photo and video coverage provider and talent agency.

(ILO 6)

The BAPR is the only course in the country offering a straight curriculum for advertising and public relations that made it unique from other university.

1. DAPR continuously meet with the industry to attune to its demands.

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2. Institutionalized system for curriculum development

3. Research base driven curriculum revision and incorporation of curriculum revision in research requirement

BAPR 2018 Curriculum