The
Bachelor of Communication course explores the practical operations of mass
communications technologies as well as their social and cultural aspects. The
structured nature of the course enables students to specialise in either
advertising, journalism, multimedia, public relations or tourism, therefore
preparing them for specific vocational opportunities.
In double-award programs, studies are undertaken with Monash University for the
degree and with Chisholm Institute of TAFE for the diploma, enabling students
to graduate with a university degree and a TAFE qualification.
Applicants should possess the VCE (or equivalent) including a study score of at least 25 in English (any). Mature-age applicants who have either not satisfied entry requirements or have done so more than three years prior to their application will be required to pass a minimum of two Open Learning units or two non-award units in order to meet minimum entry requirements.
To
fulfil the requirements for the Bachelor of Communication, students must
complete the following:
(a) a compulsory six-unit sequence in communication
(b) a six-unit sequence in an area of specialisation: advertising, multimedia,
journalism studies, public relations or tourism
(c) a six-unit sequence in an arts discipline
(d) six elective units or simultaneously complete the requirements for the TAFE
diploma course in professional writing and editing.
The advertising sequence covers the theory and practice of advertising, and the origins of advertising and its roles today and in the future. It prepares students to work at an entry level in copywriting, account service, media planning and account planning, and to work productively with experienced professionals in advertising. The advertising specialisation will comprise the following sequence of units:
Arts sequences offered at Berwick include German, international studies, Japanese, philosophy, psychology and Spanish. Alternatively, students may select a sequence of arts units taught at one of the other campuses of the university. Students who opt for this alternative should note that it will involve travelling to another campus to attend lectures and attention will need to be paid to the lecture timetable.
Mass
communications is an interdisciplinary major which responds to a need and
demand for graduates who are knowledgeable about mass communications and who
can apply that knowledge to a range of vocational and academic areas. It is
designed to service a variety of career paths, including journalism, education,
educational media systems, public relations, organisational management, as well
as leading to postgraduate study.
The range of units offered is designed to equip students with specialised but
flexible skills in describing and analysing the organisation, and the
processes, diverse uses and effects of 'traditional' and 'new' mass
communications technologies (print, electronic and film). Students develop an
understanding of the practical operation of these media as well as the social
and cultural dimensions of mass communications, taking into account the
audiences, producers and policy-makers involved. Students also develop skills
in utilising language, image and media delivery systems to communicate
effectively.
The communication sequence will comprise the following units:
On
completion of a sequence in journalism studies, students are expected to have
developed literacy skills (writing, verbal, computer, visual, televisual,
statistical); knowledge of legal issues (eg defamation and libel, copyright,
freedom of the press); understanding of ethics (eg rights to privacy,
culturally appropriate media practice); communication and negotiation skills;
and information management skills.
The journalism studies sequence will equip students with a range of journalism
skills and knowledge, appropriate for flexible application in a variety of
employment settings.
The skills and knowledge developed are those required by journalists (or those
using journalism skills) for the future. Such journalists will possess
well-developed literacy skills in a variety of media. Graduates will be able to
contribute knowledgeably and in socially responsible and ethical ways to the
particular communities they find themselves in, drawing on an informed
intercultural awareness and an understanding of the professional and ethical
codes and responsibilities of journalism. Students will also be equipped to
engage knowledgeably and responsibly with the rapid developments in mass
communication technologies and their social consequences.
The journalism studies specialisation will comprise the following sequence of
units:
The
multimedia sequence aims to provide students with the knowledge, skills and
attitudes essential to the analysis, design and implementation of
computer-based multimedia products, services and systems.
The multimedia specialisation will comprise the following sequence of units:
The public relations sequence covers the theory and practice of public relations, and the development of public relations and its roles today and in the future. It prepares students to pursue a career in PR management in a PR consultancy or in a government or corporate PR unit. The public relations specialisation will comprise the following sequence of units:
The tourism specialisation will comprise the following sequence of units:
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