REAL-world experience matters.
When the classroom becomes the conference room, good things happen! Our students gain hands-on experiential, applied and service learning coursework in many of our undergraduate classes. Here, clients, community collaborations and outfacing projects become the assignment. Student work is enriched by elevated standards that are intended for use by an external organization. Many of these projects, collaborations and partnerships have lead to REAL change in our community. All of that experience adds tremendously to a students resume and portfolio while creating a good story to tell at the interview table.
What is VCU REAL?
Experiential learning has many different definitions, but at its core involves an integration of disciplinary knowledge and intellectual skills with “real-world” experiences. Experiential education occurs along a continuum that prepares students to take increasingly autonomous and empowered roles in their own educational processes.
REAL experiences are defined as student engagement in transformative, career building activities that connect classroom knowledge to real-world experience, create novel approaches to complex problems, and contribute actions that benefit our educational, professional, and civil communities. All REAL experiences are classified by a Level and Type.
The following terms are used to define and classify VCU curricular and co-curricular types of experiential learning activities.
What is service-learning?
At VCU, service learning refers to an intentional teaching strategy that engages students in organized service activities and guided reflection. The service activities benefit the community and, in combination with reflection and other classroom-based learning activities, enhance the academic curriculum of participating students.
Service-learning designation is reserved for those credit-bearing academic experiences that involve each enrolled student in a minimum of 20 hours of service per semester, as well as in planned reflection activities.
Designated Courses
The following Robertson School courses have received service-learning designation.
MASC 251. Global Health and Social Media. 3 Hours.
Semester course; 3 lecture hours. 3 credits. An online service-learning class in which students explore the theory and practice of social media campaigns for global health issues and develop projects for nonprofit clients. The class will explore the following issues: theories and concepts of social media campaigns about global health issues; practical application of social media in health campaigns; targeting online audiences through social media; utilization of multimedia content for social media; and organizational strategies for social media to achieve social benefits.
The VCU Bulletin is the official source for academic course and program information.
MASC 291. Topics in Communications. 1-3 Hours.
Semester course; variable hours. 1-3 credits. May be repeated once with different content. A study of a specialized topic in mass communications. See the Schedule of Classes for specific topics to be offered.
The VCU Bulletin is the official source for academic course and program information.
The VCU Bulletin is the official source for academic course and program information.
MASC 335. Multimedia Production. 3 Hours.
Semester course; 2 lecture and 2 laboratory hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 300 with a minimum grade of C. Multimedia technology course used to advance the digital and practical skills developed in prerequisite course. Explores current and innovative approaches to multimedia tools and technology used for communication professionals including, but not limited to, multimedia photography, audio and video storytelling, desktop publishing and website design. Explores industry trends in digital, online and mobile communication. Establishes a diverse portfolio of multimedia projects.
The VCU Bulletin is the official source for academic course and program information.
MASC 425. Agency I: Public Relations Research. 3 Hours.
Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: STAT 208 or STAT 210; MASC 333 and MASC 337, each with a minimum grade of C. Enrollment is restricted to public relations students. The first part of the public relations capstone sequence. Students collaborate with a community client to design and implement a research plan using communication audits, qualitative and quantitative methods. Emphasis is placed on research design, data collection and analysis that inform strategic decision-making. Research findings produced in the course provide the foundation for campaign planning and execution in MASC 439.
The VCU Bulletin is the official source for academic course and program information.
MASC 439. Agency II: Public Relations Campaign. 3 Hours.
Semester course; 3 lecture hours (delivered online or face-to-face). 3 credits. Prerequisites: MASC 274, MASC 336 and MASC 425, each with a minimum grade of C. Enrollment is restricted to public relations students. The second part of the public relations capstone sequence, continuing the community partnership established in MASC 425. Students build upon the research completed in the prior semester to develop and execute a comprehensive strategic communication and relationship management campaign for the same client. Course activities include campaign planning, tactical design, implementation and assessment. Assesses students' theoretical and practical learning achieved in the program as a capstone course concluding with a final presentation for critical feedback by the client(s) and other industry professionals. Teams also prepare entries for national and regional public relations campaign competitions.
The VCU Bulletin is the official source for academic course and program information.
MASC 450. Style. 3 Hours.
Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisites: MASC 392 and MASC 394, both with a minimum grade of C. Enrollment is restricted to mass communications majors. An advanced, intensive study of advertising style, forming one's own sense of style and the creative process. Emphasizing strategic and creative development of advertising campaigns. Students will conceptualize advertising campaigns, execute digitally produced, comprehensive advertisements and campaign materials, and assemble a final portfolio. Culminates in a formal portfolio review with professionals from the advertising industry.
The VCU Bulletin is the official source for academic course and program information.
MASC 467. CreateAthon at VCU. 3 Hours.
Semester course; 3 lecture hours. 3 credits. Prerequisites: for advertising students: MASC 392 and 394 each with a minimum grade of C, or MASC 398 and 399 each with a minimum grade of C, or approval by instructor; for public relations students: MASC 333, MASC 335 or MASC 337 with a minimum grade of C. Enrollment is restricted to mass communications majors. Students will be selected to work with area nonprofit clients to create and produce a wide variety of advertising and promotional materials. Students develop strategy, write creative briefs, recruit teams to work with them during CreateAthon at VCU (a marathon creative event held during the semester), present work to clients and follow deliverables through production. Strong emphasis on leadership and commitment to working with nonprofits.
The VCU Bulletin is the official source for academic course and program information.
MASC 475. Capital News Service. 6 Hours.
Semester course; 2 lecture and 8 laboratory hours (delivered face-to-face or hybrid). 6 credits. May be repeated for a maximum of 12 credits towards graduation (six credits in place of electives). Prerequisites: MASC 304, MASC 305 and MASC 460, all with a minimum grade of C. Enrollment is restricted to mass communications majors with a minimum 2.5 GPA. Serves as the culminating public affairs reporting experience, operating as a professional newswire capstone. Students report, write and edit news content for publication. Students cover local, state and regional issues, with emphasis on Virginia government and community affairs. The course provides experiential learning through assignments, collaboration and editorial leadership. Focus is placed on accuracy, ethics and multiplatform storytelling that meets professional newsroom standards. Work is expected to meet publication standards of the Capital News Service newswire and other Robertson newsroom distribution channels.
The VCU Bulletin is the official source for academic course and program information.