Bachelor of Media and Communication
Course handbook
General Information
Overview
The Bachelor of Media and Communication is designed to provide you with state-of-the-art teaching, so you’re prepared for roles in dynamic, ever-changing media and communication industries.
The degree takes a strategic approach to media and communication, combining theoretical and practical content that gives you the skills to operate in diverse industry settings.
Drawing on a range of media and communication disciplines, the degree seeks to equip you with the knowledge and skills to achieve institutional/organisational objectives.
Study structure
Successful completion of the Bachelor of Media and Communication requires students to complete units of study to the value of 300 credit points. All units of study are valued at 12.5 credit points unless otherwise stated.
Full-time study: 100 credit points/eight standard units of study per year
Part-time study: 50 credit points/four standard units of study per year
One credit point is equivalent to one hour of study per week per semester (including contact hours and private study)
See the course planner for an example degree structure.
Full-time study: 100 credit points/eight standard units of study per year
One credit point is equivalent to one hour of study per week per semester (including contact hours and private study)
See the course planner for an example degree structure.
| Units of study | Unit code |
|---|---|
| Core units | |
|
Introduction to Media Studies
Core unit, 12.5 credit points |
MDA10001 |
|
Professional Communication Practice
Core unit, 12.5 credit points |
COM10007 |
|
Media Content Creation
Core unit, 12.5 credit points |
JOU10007 |
|
Global Media Industries
Core unit, 12.5 credit points |
MDA10008 |
|
Learning and Communicating Online
Core unit, 12.5 credit points |
COM10003 |
| Units of study | Unit code |
|---|---|
|
Principles of Advertising
Major unit, 12.5 credit points |
ADV10001 |
|
Advertising Issues: Regulation, Ethics & Cultural Considerations
Major unit, 12.5 credit points |
ADV20001 |
|
Concept Development and Copywriting
Major unit, 12.5 credit points |
ADV20002 |
|
Business of Media
Major unit, 12.5 credit points |
MDA20001 |
|
Sports/Advertising/Media
Major unit, 12.5 credit points |
MDA20011 |
|
Advertising Media Planning and Purchasing
Major unit, 12.5 credit points |
ADV30001 |
|
Advertising Management and Campaigns Project
Major unit, 12.5 credit points |
ADV30002 |
|
Professional Practice: Client and Agency Management
Major unit, 12.5 credit points |
COM30002 |
| Units of study | Unit code |
|---|---|
|
Innovation Cultures: Perspectives On Science and Technology
Major unit, 12.5 credit points |
MDA10006 |
|
Screen Studies: Movies, Television and Ourselves
Major unit, 12.5 credit points |
MDA10003 |
|
Digital Communities
Major unit, 12.5 credit points |
MDA20009 |
|
Screen Franchising and Innovation
Major unit, 12.5 credit points |
MDA20007 |
|
Global Screen Studies: Beyond Hollywood
Major unit, 12.5 credit points |
MDA30011 |
|
Sports/Advertising/Media
Major unit, 12.5 credit points |
MDA20011 |
|
Media and Communications Project A
Major unit, 12.5 credit points |
MDA30006 |
|
Researching Social Media Publics
Major unit, 12.5 credit points |
MDA30012 |
| Units of study | Unit code |
|---|---|
|
Public Relations Theory and Practice
Major unit, 12.5 credit points |
PUB20002 |
|
Public Relations Writing
Major unit, 12.5 credit points |
PUB20003 |
|
Business of Media
Major unit, 12.5 credit points |
MDA20001 |
|
Global Public Relations Practice
Major unit, 12.5 credit points |
PUB20001 |
|
Events Management
Major unit, 12.5 credit points |
PUB30001 |
|
Professional Practice: Client and Agency Management
Major unit, 12.5 credit points |
COM30002 |
|
Public Relations Project and Campaign Planning
Major unit, 12.5 credit points |
PUB30003 |
|
Issues, Crisis and Risk Communication
Major unit, 12.5 credit points |
PUB30002 |
Choose from a combination of the following course components to complete 137.5 credit points of other study. Students may also select elective units (12.5 credit points each).
Recommended elective units can deepen your understanding of your chosen major or an area of interest. A full list of available elective units can be found upon enrolment.
Students undertaking the Accounting and Finance or the Accounting and Financial Planning major will not need to undertake secondary studies.
Learning outcomes
After successfully completing the Bachelor of Media and Communication, students will be able to:
- demonstrate knowledge, conceptual understanding, technical skills and expertise in the field of media and communication
- formulate arguments that draw on and critique the differences between relevant theories and evidence as they pertain to the field of media and communication
- exercise initiative and judgement in planning, problem solving and decision making in professional practice and/or scholarship, alone and in collaboration with others
- demonstrate critical analysis, creativity and problem-solving in relation to a range of media and communication activities and processes
- recognise and reflect on social, cultural, legal and ethical issues relating to media and communication industries in local and international contexts
- 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
- reflect critically on their own practice and/or scholarship and use this to improve their own creative and productive outcomes
- apply research methodologies relevant to media and communications.
Career opportunities
Graduates will be prepared for professional roles in agencies, not-for-profits, government departments, small business and large organisations.
Graduates of the Advertising major will be equipped to work in a diverse range of advertising settings in roles such as an advertising coordinator, advertising artist, commercial producer or communications consultant.
The Media Studies major may lead to employment in interactive content creation, journalism, radio, public relations, communications research, advertising, digital media production, web design, video production, and architectural visualisation.
The Public Relations major can lead to roles in areas such as community relations, investor relations, government relations, product publicity, issue management, crisis and risk communication as well as media relations.
Professional recognition
On completion of the Public Relations major students may be eligible to become a member of the Public Relations Institute of Australia (PRIA) and should confirm eligibility with the Institute. The Advertising major is professionally accredited by the Media Federation of Australia (MFA).
Maximum Academic Credit
The maximum level of credit that can be granted for the Bachelor of Media and Communication is 150 credit points (normally 12 units).
Admission criteria
Information about Swinburne's general admission criteria can be found at Admissions at Swinburne - Higher Education webpage.
Interested in the Bachelor of Media and Communication?
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