Bachelor of Media and Communication with a Major in Public Relations

Professional Communication

Build your skills and confidence as a professional communicator.

Intercultural Communication

Learn how to effectively communicate within a multicultural society.

Campaign and Events Planning

Learn how to plan and manage PR campaigns and events, and evaluate their success using real industry case studies.

Writing

Develop industry-specific writing skills that will allow you to effectively engage and influence your audience.

Digital Communities

Understand communication theories in relation to social media, online communities and blogging.

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

With this qualification, you will learn how to effectively influence and manage public perception and communicate with target audiences using engaging content, targeted messaging and strategic campaigns.

Through practical experience and authentic projects and PR planning, you will learn to manage a range of communication challenges and explore new media, event management, digital marketing and crisis communication.

Our graduates are equipped to work in a variety of public and private industries, including corporate communications, public affairs, marketing, and promotions and events.

Recommended study pattern

Students must complete 5 Core Units, all units from the Public Relations 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)

Public Relations Major

Public Relations Theory and Practice (PUB20002)

Public Relations Writing (PUB20003)

Business of Media (MDA20001)

Global Public Relations Practice (PUB20001)

Events Management (PUB30001)

Professional Practice: Client and Agency Management (COM30002)

Public Relations Project and Campaign Planning (PUB30003)

Issues, Crisis and Risk Communication (PUB30002)

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, Public Relations and Media Studies.

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.