Bachelor of Media and Communication with a Major in Advertising

Copywriting

Apply appropriate communication and persuasion theories to advertising copywriting.

Campaign planning

Understand advanced advertising practice, applied to the development and implementation of advertising campaigns.

Client and agency management

Develop a high level of proficiency in professional oral and written communication skills in order to manage clients and agency projects.

Professional communication

Develop your interpersonal skills to establish and manage both inter and intra agency relationships, and also relationships with clients.

Multimedia

Fundamentals of media studies, with a focus on texts, contexts, and the history of media and media studies.

Global media

Gain an understanding of how globalisation has impacted on the media industries.

On successful completion of this Course students will be able to:

1. Critically execute knowledge, conceptual understanding, technical skills and expertise in the broad field of media and communication.
2. Formulate arguments that draw on and critique the differences between relevant theories and evidence as they pertain to the field of media and communication.
3. Exercise initiative and judgment in planning, problem-solving and decision-making in professional practice and/or scholarship, individually and in collaboration with others.
4. Critically apply creativity and problem-solving in relation to a range of media and communication activities and processes.
5. Recognise and reflect on social, cultural, legal and ethical issues relating to media and communication industries in local and international contexts.
6. Apply a broad understanding of an audience through interpreting and communicating ideas, problems and arguments in a range of media and communication contexts and formats, using the English language.
7. Reflect critically on their performance and/or scholarship and use this to improve their own creative and productive outcomes.
8. Apply research methodology relevant to the field of media and communication.

As one of the very few universities to offer an online advertising degree, Swinburne gives you the opportunity to learn from industry leaders. You will understand how to design, create and deliver content and campaigns with impact and gain the practical skills you need to excel in a range of roles in the dynamic and ever-changing advertising industry.

This qualification has a special focus on digital advertising and will equip you with the tools to excel in digital and traditional copywriting; online advertising trends; planning online and traditional campaigns, and communication strategy.

Recommended study pattern

Students must complete 5 Core Units, all units from the Advertising Major and 11 electives.

Core Units

Introduction to Media Studies (MDA10001)

Professional Communication Practice (COM10007)

Media Content Creation (JOU10007)

Global Media Industries (MDA10008)

Learning and Communicating Online (COM10003).

Advertising Major

Principles of Advertising (ADV10001)

Advertising Issues: Regulations, Ethics and Cultural Considerations (ADV20001)

Concept Development and Copywriting (ADV20002)

Business of Media (MDA20001)

Sports/ Advertising/ Media (MDA20011)

Advertising, Media Planning and Purchasing (ADV30001)

Advertising Management and Campaigns Project (ADV30002)

Professional Practice: Client and Agency Management (COM30002).

Plus there’s a selection of electives to choose from. As part of your application, you’ll be guided through how to get the right degree structure in place for you. 

Award requirements

To qualify for the award of Bachelor of Media and Communication students must complete 300 credit points comprising of: Introductory Studies:

• Four (4) Core Units of Study (50cp)
• One (1) online core unit of study (12.5cp)*
• Eight (8) units of study from one of the following Media and Communication majors: Advertising, Media Studies and Public Relations (100cp)
• Eleven (11) units of study (150 credit points) comprising of a second major, co-major, advanced minor, minor/s, and/or electives.

Students may not complete more than 125 cps (normally 10 units) at Introductory Level. A unit of study can only be counted once, where units are shared between majors and/or minors, students must choose an approved alternate.

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14

Completion or partial completion of an approved tertiary qualification (including diplomas, advanced diplomas, associate degrees and degrees). Additional performance criteria and prerequisite requirements may also apply.

Students admitted to the course with prior tertiary studies that satisfy part of the academic requirements of this course may be eligible for academic credit of up to 16 units.

Successful completion of the Victorian Certificate of Education (VCE) or its equivalent, such as an interstate or international Year 12 qualification.

VCE Pre-requisites

• Applicants must meet the associated minimum ATAR score.
• Units 3 and 4 – a study score of at least 30 in English (EAL) or at least 25 in English other than EAL.

Applicants without a formal qualification but with significant and relevant work experience and appropriate English language skills, or a suitable Special Tertiary Admissions Test (STAT) result, will be considered if they can demonstrate that they can undertake the course with a reasonable prospect of success.

International students are required to demonstrate their English proficiency before enrolling into a Swinburne Online degree by undertaking one of the following English language tests:

• The International English Language Test Score (IELTS), OR
• The Test of English as a Foreign Language (TOEFL) score.

Students admitted to the course with prior tertiary studies that satisfy part of the academic requirements of this course may be eligible for academic credit of up to 16 units.

Credit transfer

Credit is granted in recognition of previous study and/or experience and allows students to gain advanced standing towards their course. Applicants are assessed on a case-by-case basis. Speak to a Course Consultant about applying for credit.

Recognition of Prior Learning

Recognition of Prior Learning (RPL) allows students to gain credit (advanced standing) towards their course in recognition of skills and knowledge gained through work experience, life experience and/or formal training. Applicants are assessed on a case-by-case basis. Speak to a Course Consultant about applying for RPL.