Bachelor of Arts (Honours) in Media and Communication Studies

Academic Requirements

• •Degree Level 1 Students will be equipped with theoretical and conceptual framework of media and communication as a discipline. In addition, students will also be exposed to the basic understanding of the context within which media and communication industry operate through modules such as Principles of Advertising, Contemporary Media Studies, Public Relations 1 and Public Relations 2, and Marketing Fundamentals, Consumer Behaviour and Creative Practice.
• •Common Modules
• •Intercultural Communication Introduction to Graphic Design Digital Illustration Marketing Fundamentals, Consumer Behaviour and Creative Practice Fundamental of Entrepreneurship
• •Specialised Modules
• •Core Concepts in Communication Theories Principles of Advertising Contemporary Media Studies Public Relations 1
• •Degree Level 2
• •A broader range of skills will be learnt, in which students will gain a better understanding of the broad range of mass media tools, and the specialised communication skills to be applied in the media and communication industry. We will further nurture their creativity and innovation as well as independent learning to prepare them for the contemporary media environment.
• •Common Modules
• • Visual Culture Innovation Processes
• •Specialised Modules
• •Strategic Event Planning and Management Public Relations 2 Social Media Researching Media and Communication Journalism Political Communication
• •Elective Modules (Choose 1)
• • Copywriting and Creative Direction Digital and Experiential Advertising
• •Internship (16 Weeks)
• •Students will undertake an Internship/Industrial Training for a minimum period of 16 weeks to prepare them for a smooth transition from the classroom to the working environment.
• •Degree Level 3
• •Students will make use of their previous studies and industrial experience to extend their familiarity to specialise in a particular media area and to develop superior skills in communication practice and innovative creative outputs. A final year project requires them to take a hands on media and communication project so as to apply all the expertise and skills acquired from both the classroom and internship settings. The successful completion of the final year project is a testament of the student’s ability to combine media knowledge and communication skills, critical thinking and analytical skills to produce a personal achievement portfolio.
• •Common Modules
• •Integrated Marketing Communications Practice Venture Building
• •Specialised Modules
• •Crisis Communications Audiences and Fandom Investigations in Media and Communication Studies Broadcast Journalism Global Advertising Practices Media and Communication Project
• •Elective Modules (Choose 1)
• • Communication Audit and Strategy Persuasive Copywriting
• •MQA Compulsory Subjects*
• •Appreciation of Ethics and Civilisation (M’sian Students) Malay Communication Language (Int’l Students) Philosophy and Current Issues Workplace Professional Skills Integrity and Anti-corruption Co-Curriculum