Degrees and diplomas Media and Communications

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1 Degrees and diplomas Media and Communications }2014 } swinburne.edu.au

2 The Industry-Based Learning placement I undertook gave me the confidence to achieve my goals. It made my path clearer and my love of writing and journalism ever stronger. Without taking part in the program I don t think I would have the passion and direction I now have. Rebecca Bachelor of Arts (Media and Communication)

3 }Make } media headlines A media and communications qualification could be your entry point into a wide range of exciting career opportunities. You will discover how to develop innovative communications campaigns, learn about new media technologies and the way media is evolving, and explore the connections between media, public relations and design. Our career-focused media and communications courses will give you the latest skills employers are looking for across a wide range of communications positions, including writing, production and online media. Courses also provide opportunities for membership with key industry associations such as the Design Institute of Australia, Public Relations Institute of Australia or Australian Interactive Media Industry Association. Whether you would like to work in an advertising agency, write for news media or develop communications strategies for a not-for-profit organisation, a media and communications course will help you discover your potential, challenge conventions and get started in your chosen profession. Make connections with industry Your media and communications degree can take you beyond the classroom to engage with industry and better prepare you for your career. Swinburne s Industry-Based Learning (IBL) program gives you practical experience during a six- or 12-month paid work placement. Your degree in media and communications could lead to an IBL placement where you write and publish newspaper articles or press releases, conduct interviews on camera, organise events or contribute to marketing campaigns. Your interests: the media understanding what motivates people writing and editing blogging, the internet and social media social justice improving your community social groups and interactions. Possible careers: advertising coordinator art director audio/video engineer copywriter editor journalist marketing professional media officer multimedia designer/developer online writer or editor production assistant public relations professional writer. Capstone Projects engage students from across multiple disciplines and expose you to the kinds of collaborative environments you might experience in the workplace. You could contribute to an industry or community project, competition submission, research-based project or internally developed project. 3

4 Studying media and communications Swinburne s personalised approach to learning puts you at the heart of everything we do. Our media and communications courses give you the skills you need not just the theory so you ll have first-hand knowledge of what s needed when you start work. Studying at university Degrees A media and communications degree usually takes three years to complete (full-time). You will be required to complete 24 units of study, most of which will be in your primary area of study and become your major. Most degrees also allow you to complete elective units, and you may have the option to complete two majors or a combination of a major and a minor/s. Double degrees Completing a double degree is a great way to broaden your study experience. The Bachelor of Business/Bachelor of Communication combines two areas of study and usually takes four years to complete (full-time). Flexible course structure Our flexible course structure allows you to add depth and breadth to your degree by letting you choose from an extensive range of subjects from different disciplines. Honours You may be able to pursue your undergraduate studies at an advanced level by completing an additional specialised honours (fourth) year. An honours year allows you to deepen your understanding in your major field and develop your research skills. Online degrees Swinburne Online s accredited undergraduate courses are designed to meet the educational needs of people with commitments that keep them from studying on campus at university. Commonwealth supported places are available for Swinburne Online degrees. Degrees available include: Bachelor of Business (Public Relations) Bachelor of Communication (Media Studies) Bachelor of Communication (Public Relations) Bachelor of Social Science (Media Studies) Bachelor of Social Science (Public Relations). Visit Industry Engaged Learning As a Swinburne undergraduate degree student, there are many opportunities to extend your learning beyond the classroom and become better prepared for your career. Industry Engaged Learning programs allow you to engage directly with industry. You can take part in one or many, including: Industry-Based Learning Capstone Projects internships. Visit Careers in the Curriculum This free but compulsory unit for all students enrolled in an undergraduate degree will help you develop your career-planning skills. Create a personal study and career plan, and explore available job options. Visit University study skills Swinburne offers a program in advanced study skills to help you make a successful start to university, whether you are transitioning from school to university, progressing from vocational training to university or returning to study after a break. The Course in Tertiary Transition Skills provides a supportive and practical small-group environment, where you can familiarise yourself with the typical skills needed to best manage the pressures and challenges of degree-level study. Visit Credit transfer If you have been studying or completed a qualification at another Australian or international institution, you may be eligible to receive credit and enter a degree with advanced standing. To find out if you are eligible for credit transfer into the degree of your choice, phone to speak to an adviser. To find information about all Swinburne courses, visit 4

5 Vocational training Learn the skills that are in demand by employers and be taught by experienced teachers who are practitioners in their field. During your course you will use the equipment and technology used in industry, and gain insights and abilities that are expected in modern workplaces. All of our courses have work-based elements, which can include work placements and projects, and workplace scenarios and simulations. This ensures you are prepared to get a job, make a significant contribution at work or further develop your career. A range of media and communications vocational courses is available, including: Diploma of Business (Public Relations) Diploma of Professional Writing and Editing Diploma of Screen and Media Certificate IV in Professional Writing and Editing. Diploma to degree Whether you have completed an advanced diploma or diploma at Swinburne or another institution, a range of pathway options are in place to help you move between vocational training and a degree. Visit Students can access a range of services located in The George Swinburne building.

6 Course information VTAC fee-type codes CSP: Commonwealth supported place FTDP: Fee type determined by provider IFP: International fee place Visit to find your fee-type eligibility. Advertising Bachelor of Business (Advertising) VTAC code: (CSP), (IFP) 2013 Round 1 Clearly-in ATAR: Advertising drives growth for businesses of all types and sizes. This course focuses on the important role that advertising plays in the business environment and teaches students how to be creative in making maximum use of advertising to assist in achieving organisational objectives. They learn the necessary skills to create and deliver attention-grabbing advertisements and advertising campaigns. Students will have the opportunity to apply their learning to a professionally focused, multidisciplinary project during their final year of study. Students undertake a major in advertising and combine it with other studies to add depth to their degree. Areas of study include: advertising campaigns advertising issues regulations, ethics and cultural considerations concept development and copywriting managing design marketing media planning and purchasing media, advertising, sport and society professional communication. Advertising can lead to roles in media buying and campaign planning in advertising, marketing and public relations agencies, and in the sales, marketing or communication departments of large organisations. 6 Bachelor of Communication (Advertising) VTAC code: (CSP), (IFP) 2013 Round 1 Clearly-in ATAR: Advertising has become such an integral part of the new media environment that people rarely stop to think about it. But how does advertising operate? Who creates all these promotional messages? How are they devised and directed to the people advertisers intend to influence? This degree combines advertising design and theory to help students answer these questions and many more. Students learn about effective design and strategy, as well as advertising development, implementation and evaluation, enabling them to design advertisements that not only please clients but achieve the ultimate purpose of reaching the audience in the desired way. Through careful matching of practical projects with appropriate theory, in line with current professional standards and requirements, this course provides students with the vital knowledge and skills needed to succeed in the complex and creative world of advertising. Students undertake a major in advertising and combine it with other studies to add depth to their degree. Areas of study include: advertising issues regulations, ethics and cultural considerations concept development and copywriting design marketing media planning and purchasing media, advertising, sport and society professional communication visual language. Graduates can expect to work in agency or in-house roles that involve providing leadership and/or major input into advertising design and implementation. Employment may be found in marketing and public relations agencies and in the sales, marketing, digital or communication departments of large organisations, or in roles working with human resources groups in organisations that regularly advertise for students or staff. Communication Bachelor of Business/ Bachelor of Communication Duration: Four years full-time or equivalent part-time VTAC code: (CSP), (IFP) 2013 Round 1 Clearly-in ATAR: This course prepares students for a career in business with the ability to take on the challenges of the dynamic communication sector. The business major enables students to think critically and to develop problem-solving skills, research issues, analyse information and apply their learning in an academic or professional environment. The communication major provides grounding in media, media production and public relations. Students also learn about the impact of design on these specialised areas of communication. Students select one business major from: accounting advertising commercial law entrepreneurship and innovation finance human resources international business management marketing public relations tourism management. Students also select one communication major from: advertising communication media studies public relations. Note: Students are not permitted to select the same major from both disciplines. Graduates will be able to explore opportunities in both the business and communication professions. They will have the knowledge, skills and attributes applicable to a variety of contemporary careers in the private and public sectors, both locally and internationally. Professional recognition Depending on the major selected, graduates may be eligible for membership to the Australian Human Resources Institute (AHRI), Australian Institute of Banking and Finance, Financial Services Institute of Australasia, Australian Institute of Management (AIM), Australian Marketing Institute (AMI), Australian Market and Social Research Society (AMSRS), Public Relations Institute of Australia (PRIA) and Chartered Secretaries Australia. The public relations major is fully accredited by the Public Relations Institute of Australia.

7 Bachelor of Communication, online VTAC code: Hawthorn: (CSP), (IFP) Online: see individual course entries 2013 Round 1 Clearly-in ATAR: Hawthorn: Online: see individual course entries In this course students study three distinct but related areas: media studies, public relations and design. They learn about media and media production, public relations and the impact of design on these specialised areas of communication. Students also have the opportunity to participate in hands-on projects designed to help them confront the challenges of the dynamic professional communication sector. Hawthorn Advertising: In this major students learn about effective design and strategy; and advertising development, implementation and evaluation. They also learn how to design advertisements that please clients and reach the target audience. Through practical projects and theory linked to current professional standards and requirements, this major provides the opportunity to develop the vital knowledge and skills needed to succeed in the complex and creative world of advertising. Communication: This major prepares students for the broad communication field and includes studies in the role of media, media production, public relations, and the place and impact of design in communication. Media Studies: In this major students have the opportunity to gain knowledge about current media theories and learn to write for print, broadcast and digital media. They learn about globalisation, media ownership, policy and regulation, and advances in digital technologies and social media such as blogs and YouTube. Students also have the opportunity to gain hands-on digital and communication experience. Public Relations: Professionals in public relations (PR) work alongside creative designers of graphics, multimedia, web, products and events. Design is a central theme of this course and students learn about the language of design and how to write effective briefs for design colleagues. This major includes units in marketing, event management and media. Online Media Studies: As for Hawthorn campus. Students who complete this major graduate with a Bachelor of Communication (Media Studies). Public Relations: As for Hawthorn campus. Students who complete this major graduate with a Bachelor of Communication (Public Relations). Employment may be found in advertising, public relations, journalism, radio, film and television, and communications research. Professional recognition The public relations major is fully accredited by the Public Relations Institute of Australia (PRIA) and graduates are eligible to apply for membership. Journalism Bachelor of Arts (Journalism) VTAC code: (CSP), (IFP) 2013 Round 1 Clearly-in ATAR: Journalism is undergoing change brought about by new media and the rise of citizen journalism and blogging. This practice-based course combines traditional journalistic skills with online publishing, multimedia production and the skills required for interacting with audiences, social networking and building online communities. It allows students to publish and broadcast their work in online, television, radio and print outlets. The course also provides students with an understanding of the broad social, historical, legal and moral context of journalism. On completion of this course, students will have developed a portfolio of work to show potential employers. The hands-on skills and theoretical understanding gained will allow students to play an important part in redefining the journalist s role in the new media age. This course includes units in: audio and video reporting digital literacies investigative reporting media law news writing politics professional ethics the history of media innovation web publishing. Students will have the opportunity to study shorthand. Other units give students an understanding of the social and political context in which journalists work. Graduates will be equipped for roles in journalism, new media, publishing, media research, writing, communications, television, radio, multimedia content production, news agency work and magazine production. 7

8 Journalism (continued) Diploma of Screen and Media specialising in Broadcast Journalism * Duration: One year full-time Prerequisites: Satisfactory completion of Victorian Year 12 or equivalent, or mature age. Applicants must attend an information session in late November. Visit for more information. Application: Direct (all intakes) or VTAC (March start) VTAC code: (FTDP) In this course students develop an understanding of the relationship between the media and community, and society and industry. They learn practical production and presentation skills in multi-platform journalism, including radio, television, print and online. Conducting interviews Digital production techniques Exploring issues on radio Producing and coordinating television programs Writing persuasive copy Pathways Successful completion of this course may allow students to progress to another qualification with advanced standing. Visit for more information. Graduates will possess the skills to work as journalists in radio, television or online settings. They will also be able to write for online media and undertake photojournalism assignments in their chosen field. Media and communication Bachelor of Arts (Media and Communication) VTAC code: (CSP), (IFP) 2013 Round 1 Clearly-in ATAR: This course offers students a broad and practical approach to media studies, preparing them for work in the media, communications and multimedia industries. Students gain an understanding of the way media is evolving through an examination of issues such as ownership, control of the media and the impact of new media technologies on society. Communication units enable students to develop a variety of professional communication skills preparing them for work in the media, communications and multimedia industries. Swinburne also offers an honours (fourth) year for this degree. Cinema studies Creative writing Journalism Media literature Media ownership and operation New media theory and practice Professional communications Radio production Graduates are equipped with the conceptual and practical skills necessary to actively and creatively contribute to today s media world. They are in high demand in a variety of media industries. They may also find careers in web authoring, information architecture, electronic publications and news broadcasting, radio production, journalism, public relations, communication research, policy analysis and book publishing. Other study options Students can complete a major in media as part of the Bachelor of Arts; see the Arts and Social Sciences brochure. Media studies Bachelor of Communication (Media Studies), online VTAC code: Hawthorn: (CSP), (IFP) Online: (CSP) 2013 Round 1 Clearly-in ATAR: Hawthorn: Online: n/a In this course students acquire knowledge of current media theories and learn to write for print, broadcast and digital media outlets. Students engage in debate about globalisation, media ownership, policy and regulation, as well as advances in digital technologies and social media such as blogs and YouTube. They also have the opportunity to gain hands-on digital and communication experience through practical project units. Students undertake a major in media studies and combine it with other studies to add depth to their degree. Areas of study include: Australian media policy cinema studies digital design journalistic writing marketing media, advertising, sport and society professional communication social media. Graduates may find employment in interactive content creation, journalism, radio, public relations, communication research, advertising, digital media production, web design, video production and architectural visualisation. *Students may also be required to attend the Prahran campus. 8

9 Bachelor of Social Science (Media Studies) Campus: Online VTAC code: (CSP) 2013 Round 1 Clearly-in ATAR: n/a Through theoretical units based on the social world, cultural diversity and research techniques, students learn how to think critically about media and the role of media in society. They also develop practical skills in writing for media and create their own blogs and opinion pieces. The course allows students to engage with debates around cinema and digital technologies and to explore the changing face of social media and media production. Australian media policy Cinema studies Digital culture Indigenous Australian experiences Journalistic writing Migrant journeys and ethnic identities Social research Sociology Graduates are equipped to work in media research organisations, policy analysis and development, social research, community development, administration and human services management, planning, welfare, human resources, media relations, public relations, communications research or marketing. Professional writing and editing Bachelor of Arts (Professional Writing and Editing) new VTAC code: (CSP) 2013 Round 1 Clearly-in ATAR: New This practical, cross-disciplinary course is designed to provide students with skills in writing and editing in the professional sphere. Students develop practical skills required to meet industry standards and become well equipped to work as a professional writer and/or editor. With a focus on designing and developing text, students gain an understanding of industry laws and regulations, as well as writing and editing skills for novels, non-fiction, creative fiction, scripts, screen-writing, advertising and the web. Australian writing and cultural change Digital literacies Editing for publication Novel writing Reading, writing and criticism Texts and contexts of media, literature and film Writing short non-fiction Graduates will be prepared for roles in advertising agencies, government, business and community groups. They may enjoy careers as writers, editors, and media and communication professionals. Graduates may also find roles in book and magazine publishing, print and broadcast journalism, copywriting, web development, public relations, scriptwriting or administration. Diploma of Professional Writing and Editing Certificate IV in Professional Writing and Editing Duration: Diploma One year full-time Certificate One year full-time Note: Part-time studies may be offered subject to availability. Prerequisites: Diploma Satisfactory completion of Victorian Year 12 or equivalent, plus relevant competencies from the Certificate IV in Professional Writing and Editing, or equivalent industry experience Certificate Satisfactory completion of Victorian Year 12 or equivalent, or mature age Application: Direct (all intakes) or VTAC (March start) VTAC code: (FTDP) These courses provide students with skills in writing and editing for employment or for further study. Students develop awareness of industry standards and demands, and gain knowledge of the markets available to professional writers and editors. Units cover industry laws and regulations, designing and developing text documents, and developing writing and editing skills for novels, short stories, popular fiction and children s books. Corporate writing Editing Fiction writing Journalism Non-fiction writing Scriptwriting Writing for public relations and digital media Pathways Successful completion of this course may allow students to progress to another qualification with advanced standing. Visit for more information. Technical and professional writers work in an endless number of fields, including high-technology industries, business, government, and research and non-profit organisations. Careers available to graduates include multimedia communication; technical, medical and scientific writing; marketing; and journalism. 9

10 Public relations Bachelor of Business (Public Relations), online VTAC code: Hawthorn: (CSP), (IFP) Online: (CSP) 2013 Round 1 Clearly-in ATAR: Hawthorn: n/a Online: n/a Public relations (PR) focuses on protecting and advancing clients reputations through effective communication and relationship-building. This course emphasises the importance of communication in reaching corporate objectives. Students learn how PR supports the implementation of strategic plans, communication planning and campaign development. Project units help students to be work-ready and capable of taking on the challenges of the dynamic professional communication sector. Students undertake a major in business public relations and combine it with other studies to add depth to their degree. Areas of study include: campaign planning commercial law events management global public relations issues, crisis and risk communication marketing communications organisations and management public relations writing. Graduates may find work within event management, community development, public policy, digital media publishing, industrial relations, human resource management or speech writing. Professional recognition The public relations major is fully accredited by the Public Relations Institute of Australia (PRIA) and graduates are eligible to apply for membership. Bachelor of Communication (Public Relations), online VTAC code: Hawthorn: (CSP), (IFP) Online: (CSP) 2013 Round 1 Clearly-in ATAR: Hawthorn: Online: n/a Public relations (PR) professionals frequently work alongside designers of graphics, multimedia, websites, products and events. In recognition of these relationships, design forms the central theme of this course. Students learn the language of design to help them write effective briefs for design colleagues. Students produce portfolios that can serve as academic and professional achievements for employment purposes. Students undertake a major in public relations and combine it with other studies to add depth to their degree. Areas of study include: campaign planning design fundamentals event management global public relations issues, crisis and risk communication marketing professional communication public relations writing. This course can lead to roles in event management, public relations, community relations, promotions, investor relations, advertising, government relations, marketing, product publicity, issue management, crisis and risk communication, and media relations. Professional recognition The public relations major is fully accredited by the Public Relations Institute of Australia (PRIA) and graduates are eligible to apply for membership. Bachelor of Social Science (Public Relations) Campus: Online VTAC code: (CSP) 2013 Round 1 Clearly-in ATAR: n/a In this course students learn how to research audiences, develop suitable messages, implement communication programs and evaluate their success. Students gain a solid foundation in areas such as culture and diversity, society and organisations, and social research. They also learn how public relations (PR) can make a positive contribution to society, through an advocacy role, by helping to ensure diverse views in the marketplace of ideas. The public relations major provides a solid foundation in both the theory and practice of PR. Event management Global public relations Issues, crisis and risk communication Marketing Professional communication Public relations writing Social research Statistics Graduates can expect to build on and maintain positive relationships with the public by taking on roles as a community development officer, public policy adviser, public policy manager, university administrator, multimedia publisher, ethicist, industrial relations officer, human resource manager, speech writer or event manager. Professional recognition The public relations major is fully accredited by the Public Relations Institute of Australia (PRIA) and graduates are eligible to apply for membership. 10

11 Diploma of Business (Public Relations) Duration: One year full-time or equivalent part-time Prerequisites: Satisfactory completion of Victorian Year 12 or equivalent, or mature age Application: Direct (all intakes) or VTAC (March start) VTAC code: (FTDP) This course provides students with the knowledge and skills to become a public relations practitioner. Students learn how to liaise with media and organise publicity campaigns, develop communications tools through print and electronic media, organise promotional events, lobby, support fundraising and community liaison, develop reputation and issuesmanagement strategies, and engage with stakeholders. Advertising Consumer behaviour Fundraising Government relations Marketing Multimedia Public relations Writing for media Pathways Successful completion of this course may allow students to progress to another qualification with advanced standing. Visit for more information. Graduates may seek employment as a media officer, public relations event facilitator, community development officer, technical communicator, media information officer, public relations officer, publicity officer or website officer. Professional recognition Graduates may be eligible for admission to the Public Relations Institute of Australia (PRIA). Scholarships Dean s Scholarship Arts and Social Sciences See relevant course entries for specific duration and prerequisite information. Application: Direct or VTAC (Semester 1 only) VTAC code: (CSP) Minimum ATAR: In this program, students may select a single bachelor degree in the arts and social sciences area. Recipients receive a waiver from student contribution amount payments for the duration of their course (subject to academic performance and other scholarship conditions). Vice-Chancellor s Scholarship Arts and Social Sciences See relevant course entries for specific duration and prerequisite information. Application: Direct or VTAC (Semester 1 only); students must also submit a supplementary application form VTAC code: (CSP) Minimum ATAR: In this program, students may select a single or double degree in the arts and social sciences area. Recipients receive a waiver from student contribution amount payments for the duration of their course (subject to academic performance and other scholarship conditions). Vice-Chancellor s Scholarship Communications See relevant course entries for specific duration and prerequisite information. Application: Direct or VTAC (Semester 1 only) VTAC code: (CSP) Minimum ATAR: In this program, students may select a single or double degree in communication. Recipients receive a waiver from student contribution amount payments for the duration of their course (subject to academic performance and other scholarship conditions). Visit for a list of all scholarships available. 11

12 KEY DATES Throughout 2013 One-on-one course adviser appointments VTAC timely application Opens: 5 August Closes: 27 September VTAC change of preference Opens: 25 November Closes: 23 December Change of Preference Expo 18 December }CAMPUSES } Hawthorn campus John Street, Hawthorn Melbourne CBD campus 196 Flinders Street, Melbourne Croydon campus Norton Road, Croydon Wantirna campus 369 Stud Road, Wantirna Sarawak campus Kuching, Sarawak, Malaysia Further information study@swinburne.edu.au swinburne.edu.au/future swinburne.edu.au/facebook swinburne.edu.au/twitter swinburne.edu.au/youtube CRICOS Provider Code: 00111D The information contained in this course guide was correct at the time of publication, July The university reserves the right to alter or amend the material contained in this guide. The information in this guide does not apply to international students. Visit for information about courses for international students.