Bachelor of Marketing and Bachelor of Media Communication - 2019

This double degree in marketing and media communication will give you specialist business knowledge, communications skills and the ability to work across a number of industries. It's also great combination if you're wanting comprehensive knowledge in both fields, as well as an edge in the competitive world of media and business.

You'll develop marketing skills that can be used in the media industry, and you will also establish a strategic and critical understanding of written, visual and audio communication - and how to apply these skills. By studying complementary subjects, you'll also build on your entrepreneurial expertise and gain practical skills to prepare you for the workplace.

Marketing will provide you with the analytic, creative and strategic skills to be a specialist marketer. You will gain comprehensive marketing knowledge, and be able to use this to make marketing decisions that drive value in business.

Subject to unit choice, these degrees are accredited by relevant Australian professional bodies. Refer to the Monash Business School's professional recognitionMonash Business School's professional recognition (http://business.monash.edu/programs/undergraduate-programs/after-you-graduate/professional-recognition) page.

The requirements below detail what you must study in order to complete this double-degree course and receive the awards.

The course progression mapcourse progression map (http://www.monash.edu.au/pubs/2019handbooks/maps/map-b2044.pdf) provides guidance on unit enrolment for each semester of study.

Units are 6 points unless otherwise specified. You must complete 192 points:

1. 96 points must be completed in Parts A, B and C as described below in B2036 Bachelor of Marketing component, of which:

• no more than 10 units (60 points) completed at level 1
• at least 4 units (24 points) completed at level 3 or higher.

2. 96 points must be completed in Parts A, B and C as described below in A2002 Bachelor of Media Communication component.

Marketing component

Bachelor of Marketing is a specialist course that develops through the themes of foundation business knowledge, specialist discipline knowledge and capstone experience.

Part A. Foundation business knowledge (18 points)

This will provide you with a study of marketing and the impact they have on decision making in organisations.

You must complete:

• ACF1200 Accounting for managers
• ECF1100 Microeconomics
• ETF1100 Business statistics

Part B. Specialist discipline knowledge and Part C. Capstone experience (78 points)

These studies will develop your capacity as a critical and creative professional who is able to apply your knowledge of marketing to provide discipline based solutions for business. Units contained within the discipline may meet the requirements for professional accreditation bodies.

The capstone unit will consolidate your knowledge and skills acquired through the study of your discipline and provide experience in multi-disciplinary processes and decision making.

You must complete:

a. The following 10 units (60 points)

• BTF3181 Marketing law
• MGF1010 Introduction to management
• MKF1120 Marketing theory and practice
• MKF2111 Buyer behaviour
• MKF2121 Marketing research methods
• MKF2131 Marketing decision analysis
• MKF2801 Marketing insights
• MKF3121 Marketing planning and implementation
• MKF3131 Strategic marketing*
• MKF3461 Marketing communication

* Capstone unit

b. Any 3 units (18 points) with the prefix MKF or MKX from Marketing units offered at the Caulfield campus, with at least 2 units (12 points) at level 2 or 3.

Media communication component

Bachelor of Media Communication is a specialist course, developed through three themes that combine to underpin media communication practice: strategic knowledge, practical and professional skills, and collaboration and leadership.

Part A. Strategic knowledge, Part B. Practical and professional skills and Part C. Collaboration and leadership (96 points)

Part A builds students' competence in analysing and understanding the current state and past developments in media communication locally and globally; understanding impacts of media and communication transformation, and media power; creating future scenarios and media communication visions by developing students' preparedness and adaptability for future media communication change and creativity.

Part B involves developing students' competencies in linking knowledge and media practice in professional contexts, such as conceptual and implementation skills, project and content management skills, hands-on experience in putting knowledge into practice, and thereby testing and creatively experimenting with (strategic) knowledge about media transitions and transformations. It also involves developing students' competency in ethical and legal aspects of media communication.

Part C involves competencies necessary for students to work in teams and in different knowledge communities and media communication professional settings. It includes competence in engaging with stakeholders, media literacy, and participatory research and media making in collaboration with experts from academia, industry, government, and the community. It also includes competency in social and cross-cultural awareness.

a.) Common units (36 points)

You must complete:

The following two units (12 points)

• ATS1206 Media challenges
• ATS1119 Communicating in the digital era

Plus one of the following (12 points), chosen from:

• ATS3129 Arts internship (12 points)

Or

• ATS3935 Professional practice (6 points) and one elective unit (6 points)

Plus two media practice labs (12 points)* with at least one at level 3 chosen from:

• ATS2186 Audio lab
• ATS2187 Video lab
• ATS2188Not offered in 2019 Writing lab
• ATS3191 Media analytics lab*
• ATS3192Not offered in 2019 Media entrepreneurship lab*
• ATS3193Not offered in 2019 Virtual reality lab

* If you are in the Digital humanities specialisation you must complete 24 points of common units as DGN3107 counts as media practice labs.

b.) Gateways (24 points)

You must complete gateways (24 points) from two specialisations in your first year of study. One specialisation must be nominated at the end of first year.

c.) Specialisations (36 points)

You must complete the remaining core and elective units (36 points) in the nominated specialisation as listed below:

• Digital humanities
• Journalism
• Media
• Public relations
• Screen

You may be eligible to exit the double degree program and graduate with either a Bachelor of Marketing or a Bachelor of Media Communication named degree after three years, depending on the units studied.

If you wish to graduate with a Bachelor of Marketing prior to the completion of the double degree you must have completed at least 144 points of studies, including all of the requirements in Part A, B, C and D for the Bachelor of Marketing.

If you wish to graduate with a Bachelor of Media Communication prior to the completion of the double degree you must have completed at least 144 points of studies, including all of the requirements in Part A, B, C and D for the Bachelor of Media Communication degree.

Honours

You may be eligible to apply for a one-year honours course once you have successfully completed this double degree, or have completed all of the requirements for one of the single degrees including a total of 144 points. The following honours courses apply:

• B3701 Bachelor of Commerce (Honours)

You are usually eligible to apply for honours if you achieve a distinction grade average (70 percent) or above in 24 points of studies in relevant discipline units at level 3. In addition, some majors require particular units to be taken for admission to honours. The details are provided with the requirements for each major to which this applies.