Classification of Instructional Programs (CIP) Canada 2021 Version 1.0

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Classification of Instructional Programs (CIP) Canada 2021 Version 1.0
Introduction

09. - Communication, journalism and related programs

This series comprises instructional programs that focus on how messages in various media are produced, used, and interpreted within and across different contexts, channels, and cultures, and that prepare individuals to apply communication knowledge and skills professionally.

09.09 - Public relations, advertising and applied communication

This subseries comprises instructional program classes 09.0901 to 09.0999.

09.0900 - Public relations, advertising and applied communication, general

This instructional program class comprises any general program that focuses on organizational communication, public relations, and advertising; and that prepares individuals to function in a wide range of public and private sector positions requiring the skills of persuasive communication. These programs include courses in communications, public relations, and advertising theory; principles and techniques of persuasion; message/image design; marketing strategy; professional writing; public speaking and multi-media presentation skills; digital communications; and applied research.

  • Illustrative example(s)

    • advertising and public relations
    • applied communication
    • public communications

    All examples

  • Exclusion(s)

    • advertising(09.0903)
    • communication studies(09.0100)
    • international and intercultural communication(09.0907)
    • organizational communication(09.0901)
    • public relations(09.0902)
    • sports communication(09.0906)

09.0901 - Organizational communication, general

This instructional program class comprises any program that focuses on general communication processes and dynamics within organizations. These programs include courses in the development and maintenance of interpersonal group relations within organizations; decision-making and conflict management; the use of symbols to create and maintain organizational images, missions, and values; power and politics within organizations; human interaction with computer technology; and how communications socialize and support employees and team members.

  • Illustrative example(s)

    • organizational communication

    All examples

  • Exclusion(s)

    • advertising and public relations(09.0900)
    • business communications(52.0501)
    • communication studies(09.0100)
    • non-profit management(52.0206)
    • organizational behaviour(52.1003)
    • organizational psychology(42.2804)

09.0902 - Public relations/image management

This instructional program class comprises any program that focuses on the theories and methods for managing the media image of a business, organization, or individual and the communication process with stakeholders, constituencies, audiences, and the general public; and that prepares individuals to function as public relations assistants, technicians, and managers. These programs include courses in public relations theory; related principles of advertising, marketing, and journalism; message/image design; image management; special event management; media relations; community relations; public affairs; and internal communications.

  • Illustrative example(s)

    • image management
    • public relations
    • public relations and communication management
    • public relations management
    • social media management

    All examples

  • Exclusion(s)

    • advertising(09.0903)
    • advertising and public relations(09.0900)
    • international and intercultural communication(09.0907)
    • marketing(52.1401)
    • political communication(09.0904)
    • political science(45.1001)
    • public administration(44.0401)
    • sports communication(09.0906)

09.0903 - Advertising

This instructional program class comprises any program that focuses on the creation, execution, transmission, and evaluation of commercial messages in various media intended to promote and sell products, services, and brands; and that prepares individuals to function as advertising assistants, technicians, and managers. These programs include courses in advertising theory, marketing strategy, advertising design and production methods, campaign methods and techniques, media management, related principles of business management, and applicable technical and equipment skills.

  • Illustrative example(s)

    • advertising
    • advertising copywriting
    • brand management
    • creative advertising
    • marketing communications

    All examples

  • Exclusion(s)

    • advertising and public relations(09.0900)
    • advertising art(50.0402)
    • communication studies(09.0100)
    • English writing(23.1301)
    • French writing(55.1301)
    • marketing(52.1401)
    • marketing research(52.1402)
    • publishing(09.1001)

09.0904 - Political communication

This instructional program class comprises any program that focuses on human and media communication in the political process and that prepares individuals to function as members of political and public affairs organizations, political campaign staffs, and related government and media entities. These programs include courses in media effects, political speaking and debating, political advertising and marketing, image management, political journalism, opinion polling, and aspects of print and broadcast media related to the production and distribution of media messages in political settings.

  • Illustrative example(s)

    • political communication

    All examples

  • Exclusion(s)

    • advertising(09.0903)
    • American politics(45.1002)
    • Canadian government and politics(45.1003)
    • communication studies(09.0100)
    • political science(45.1001)
    • public administration(44.0401)
    • public relations(09.0902)

09.0905 - Health communication

This instructional program class comprises any program that focuses on how people, individually and collectively, understand and accommodate to health and illness and the role of communication and media in shaping professional health care messages and public acceptance of these messages. These programs include courses in the development and use of health-related and care-related messages and media; the goals and strategies of health care promotion; relationships, roles, situations, and social structures in the context of health maintenance and promotion; and applications to disease prevention, health advocacy, and communications concerning treatments.

  • Illustrative example(s)

    • health and health science communication
    • health communication

    All examples

  • Exclusion(s)

    • communication studies(09.0100)
    • community health and preventive medicine(51.2208)
    • community health representative(51.1504)
    • family and consumer sciences communications(19.0202)
    • public health (MPH, DPH)(51.2201)
    • public health education and promotion(51.2207)
    • technical communication(09.0908)

09.0906 - Sports communication

This instructional program class comprises any program that focuses on the methods and techniques for communicating about sports in a variety of formats, media, and contexts; and that prepares individuals to be sports reporters and writers, photojournalists, radio and television announcers, producers and directors, recreational sports promoters, and public relations specialists. These programs include courses in sports writing, photography, broadcast journalism, sports production, game rules, media and public relations, and sports promotion.

  • Illustrative example(s)

    • sports communication
    • sports journalism
    • sports reporting

    All examples

  • Exclusion(s)

    • applied communication(09.0900)
    • broadcast journalism(09.0402)
    • communication studies(09.0100)
    • English technical and professional writing(23.1303)
    • French technical and business writing(55.1303)
    • journalism(09.0401)
    • photojournalism(09.0404)
    • public relations(09.0902)
    • sports studies(31.0508)
    • technical communication(09.0908)

09.0907 - International and intercultural communication

This instructional program class comprises any program that focuses on the specialized knowledge and skills needed for effective communication in the international community and among people of different cultures; and that prepares individuals to function at the national and international levels as journalists, public relations specialists, travel industry representatives, intercultural trainers, and/or foreign service officers. These programs include courses in journalism, communications, intercultural and international relations, marketing and public relations, and global communications policy.

  • Illustrative example(s)

    • intercultural communication
    • international and intercultural communication
    • international communication

    All examples

  • Exclusion(s)

    • applied communication(09.0900)
    • communication studies(09.0100)
    • intercultural studies(30.2301)
    • journalism(09.0401)
    • public relations(09.0902)

09.0908 - Technical and scientific communication

This instructional program class comprises any program that focuses on the communication of technical and scientific knowledge to a variety of audiences through print, video, and digital media; and that prepares individuals to function as technical writers and editors, documentation developers, web designers, and usability specialists. These programs include courses in scientific and technical writing and editing, graphic and information design, web design, audience analysis, document usability and field testing, publications management, and applications to specific technical fields.

  • Illustrative example(s)

    • scientific communication
    • technical and scientific communication
    • technical communication

    All examples

  • Exclusion(s)

    • communication studies(09.0100)
    • English technical and professional writing(23.1303)
    • French technical and business writing(55.1303)
    • health and health science communication(09.0905)
    • sports communication(09.0906)

09.0909 - Communication management and strategic communications

This instructional program class comprises any program that focuses on the critical thinking, analysis, and practical skills essential to developing and implementing communication strategies that advance organizations goals and missions. These programs include courses in communication management, crisis communication, communications law, digital and traditional marketing strategies, media relations, social media strategies, strategic communication, traditional and emerging media, and writing for the media.

  • Illustrative example(s)

    • communication management
    • communication management and strategic communications
    • strategic communications

    All examples

  • Exclusion(s)

    • telecommunications management(52.2101)

09.0999 - Public relations, advertising and applied communication, other

This instructional program class comprises any program not listed above that relates to Public relations, advertising and applied communication.

  • Illustrative example(s)

    • advertising and marketing communications management
    • other public relations, advertising and applied communication

    All examples

  • Exclusion(s)

    • communication studies(09.0100)
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