C10098v2 Bachelor of Arts in Communication (Public Communication)

Overview

The critical and theoretical approach offered in this course develops ethical and responsible communication professionals. This course provides students with interdisciplinary knowledge of public communication processes and industries, and their social, economic and political contexts with specialised expertise in public relations and/or advertising.

Widely recognised as the leader in the field, this course develops practical skills and knowledge for contemporary public communication practice. Assessments and a professional industry placement ensure industry relevance and help students develop portfolios for graduate employment. Lecturers are experienced public communication practitioners with strong industry connections.

Course aims

Graduates of the Bachelor of Arts in Communication (Public Communication):

• have gained an interdisciplinary and coherent knowledge of public communication to inform ethical, creative and socially responsible practice, with specialised expertise in public relations and/or advertising
• have demonstrated ability in critical analysis, multiple perspective-taking and strategic and creative problem solving to achieve a thorough and critical understanding of public communication processes and industries and their social, economic and political contexts
• are responsive to new developments in public communication industries and international contexts in an increasingly globalised environment and are able to engage productively with new challenges
• have gained by class work, group work and internships the specific skills associated with successful professional work in public communication including research and writing skills necessary for professional practice
• have demonstrated capabilities in interpersonal and organisational communication processes, audience identification and research, relationship building, campaign development, promotional activities, issues and crisis management, and media writing and liaison
• are immediately employable and, after completing the course, effective in understanding a range of public communication contexts, which include public relations and/or advertising for corporate, government and not-for-profit organisations, as well as consultancies and agencies
• know how to interact with, assess and coordinate information across the range of technological platforms in a critical, innovative and ethical manner
• are competent in researching, diagnosing and addressing communication problems and possess highly developed oral and written communication skills and the capacity to engage in lifelong learning, and
• are able to facilitate and provide professional advice on effective interaction with colleagues, clients and the public as public communication professionals, recognising the needs of all salient publics and working to establish genuine consultation and dialogue.

Career options

Career options include advertising account manager, advertising copywriter, community relations manager, media liaison officer, political media adviser, public relations manager, publicity officer and special events coordinator.

Additional assumed knowledge

HSC English and computer literacy.

Additional recognition of prior learning

The Faculty has established recognition of prior learning packages with the following institutions for the courses listed:

• College of Higher Vocational Studies, City University of Hong Kong: Associate of Arts in English for Professional Communication
• Insearch UTS: Diploma in Communication
• Ngee Ann Polytechnic, Singapore: Diploma in Mass Communication
• Singapore Polytechnic: Diploma in Media and Communication
• School of Communication, Taylor's College, Malaysia: Diploma of Communication (Advertising; Diploma of Communication (Public Relations)
• Temasek Polytechnic: Diploma in Communications and Media Management
• Nanyang Polytechnic, Singapore: Diploma in Media Studies and Management

Course duration and attendance

This course is offered on a three-year, full-time basis.

Course structure

A total of 144 credit points is allocated to the course: 68 credit points for Disciplinary Strand subjects, 44 credit points for Professional Strand subjects and 32 credit points for Elective Studies subjects.

Industrial training/professional practice

Many assignments are practice based and all are relevant to understanding and working in the industry. Students undertake a professional placement in an organisation involved in public communication.

Course completion requirements

Course program

Example programs in each of the two possible streams for a student commencing in Autumn semester are given below. Further details of the course program and structure are available on the Faculty's website at:

Honours

Professional recognition

Public Relations Institute of Australia; International Advertising Association

Other information

Further information is available from the Faculty Student Centre on: