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C10363v1 Bachelor of Communication (Public Communication)

Award(s): Bachelor of Communication (Public Communication) (BComm)
UAC code: 600023 (Autumn session)
CRICOS code: 087735G
Commonwealth supported place?: Yes
Load credit points: 144
Course EFTSL: 3
Location: City campus

Notes

Students who commenced the Bachelor of Arts in Communication (Public Communication) before 2016 can view their course program at Course transition arrangements.


Overview
Career options
Course intended learning outcomes
Admission requirements
Course duration and attendance
Course structure
Course completion requirements
Course program
Honours
Professional recognition
Other information

Overview

The critical and theoretical approach offered in this course develops ethical and responsible communication professionals. This course provides students with interdisciplinary knowledge of public communication processes and industries, and their social, economic and political contexts, as well as specialised expertise in public relations and advertising.

This course has a focus on professional communication careers that include public relations and advertising. Students explore the communication contexts – cultural, social and political – for these practices. They develop their professional skills in campaign design and production, copywriting, media liaison and writing, research and evaluation, and organisational communication management. Assignments provide material for a portfolio after graduation.

Career options

Career options include advertising account executive, advertising copywriter, communication strategist, community relations manager, marketing communication specialist, media liaison officer, media researcher, political media adviser, public relations consultant, publicity officer, social media strategist, and special events coordinator.

Course intended learning outcomes

This course engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:

1.1 Possess a well-developed awareness of professional practice in the context of the communication industries
1.2 Apply theoretically-informed understanding of the communication industries in independent and collaborative projects across a range of media
2.1 Possess information literacy skills to locate, gather, organise and synthesise information across diverse platforms to inform the understanding of the communication industries
2.2 Be reflexive critical thinkers and creative practitioners who are intellectually curious, imaginative and innovative; with an ability to evaluate their own and others' work
3.1 Demonstrate an awareness and knowledge of global contexts and openness to cultural exchange
3.2 Employ professional skills responsibly and respectfully in a global environment
4.1 Possess a critical understanding of the importance of Aboriginal and Torres Strait Islander peoples within contemporary Australian politics, history and culture
4.2 Integrate knowledge of Indigenous issues in professional practices and engage responsibly in communicating with and about Indigenous people and communities
5.1 Possess the awareness of ethical practice in the personal, political and professional contexts of civil society
5.2 Possess the skills to behave ethically in personal and professional contexts
6.1 Possess well-developed skills and proficiencies to communicate and respond effectively and appropriately across different contexts
6.2 Demonstrate digital literacy and production skills across a range of media and media texts

Admission requirements

Applicants must have completed an Australian Year 12 qualification, Australian Qualifications Framework Diploma, or equivalent Australian or overseas qualification at the required level.

The English proficiency requirement for international students or local applicants with international qualifications is: Academic IELTS: 6.5 overall with a writing score of 6.0; or TOEFL: paper based: 550-583 overall with TWE of 4.5, internet based: 79-93 overall with a writing score of 21; or AE5: Pass; or PTE: 58-64; or CAE: 176-184.

Eligibility for admission does not guarantee offer of a place.

International students

Visa requirement: To obtain a student visa to study in Australia, international students must enrol full time and on campus. Australian student visa regulations also require international students studying on student visas to complete the course within the standard full-time duration. Students can extend their courses only in exceptional circumstances.

Course duration and attendance

This course is offered on a three-year, full-time basis.

Course structure

Students must complete 144 credit points consisting of 24 credit points of core subjects, a 48-credit-point major and potential 48-credit-point second major (subject to application), and 24 credit points of cross-disciplinary electives. Students who do not meet the requirements to study the second major complete 48 credit points of electives.

Industrial training/professional practice

Many assignments are practice-based and all are relevant to understanding and working in the industry. Students have the opportunity to undertake a professional internship in an organisation involved in public communication.

Course completion requirements

STM91104 Communication core 24cp
CBK91115 Cross-disciplinary electives 24cp
CBK91121 Major/Electives 48cp
MAJ10048 Public Communication 48cp
Total 144cp

Course program

Typical course programs are shown below for students commencing in either Autumn or Spring session.

Students have the option of completing either a Public Relations stream (STM91123) or an Advertising stream (STM91124).

All students choose a second major in first year. At the end of this year, students who meet the required overall grade point average (GPA) and achieve suitable grades for the first two subjects in their second major are able to complete the remaining subjects in this major. Students who do not meet the GPA for the second major complete elective subjects.

Autumn commencing
Year 1
Autumn session
54000 Citizenship and Communication   8cp
54040 The Ecology of Public Communication   8cp
Select 8 credit points from the following:   8cp
CBK91123 Stream choices 16cp  
Spring session
54001 Digital Literacies   8cp
Select 8 credit points from the following:   8cp
54042 Principles of Public Relations 8cp  
54046 Principles of Advertising 8cp  
Select 8 credit points from the following:   8cp
CBK91123 Stream choices 16cp  
Year 2
Autumn session
54002 Communicating Difference   8cp
Select 8 credit points from the following:   8cp
54043 Strategic Public Relations 8cp  
54047 Advertising Campaign Practice 8cp  
Select 8 credit points from the following:   8cp
CBK91124 Second major 48cp  
CBK91119 Electives 32cp  
Spring session
Select 8 credit points from the following:   8cp
54044 Media Writing Production 8cp  
54048 Brand Advertising Strategies 8cp  
Select 8 credit points from the following:   8cp
CBK91115 Cross-disciplinary electives 24cp  
Select 8 credit points from the following:   8cp
CBK91124 Second major 48cp  
CBK91119 Electives 32cp  
Year 3
Autumn session
Select 8 credit points from the following:   8cp
54045 Organisational Communication 8cp  
54049 Professional Advertising Practice 8cp  
Select 8 credit points from the following:   8cp
CBK91115 Cross-disciplinary electives 24cp  
Select 8 credit points from the following:   8cp
CBK91124 Second major 48cp  
CBK91119 Electives 32cp  
Spring session
54041 Integrated Communication   8cp
Select 8 credit points from the following:   8cp
CBK91115 Cross-disciplinary electives 24cp  
Select 8 credit points from the following:   8cp
CBK91124 Second major 48cp  
CBK91119 Electives 32cp  
Spring commencing
Year 1
Spring session
54001 Digital Literacies   8cp
Select 8 credit points from the following:   8cp
54042 Principles of Public Relations 8cp  
54046 Principles of Advertising 8cp  
Select 8 credit points from the following:   8cp
CBK91123 Stream choices 16cp  
Year 2
Autumn session
54000 Citizenship and Communication   8cp
54040 The Ecology of Public Communication   8cp
Select 8 credit points from the following:   8cp
CBK91123 Stream choices 16cp  
Spring session
54002 Communicating Difference   8cp
Select 8 credit points from the following:   8cp
54044 Media Writing Production 8cp  
54047 Advertising Campaign Practice 8cp  
Select 8 credit points from the following:   8cp
CBK91124 Second major 48cp  
CBK91119 Electives 32cp  
Year 3
Autumn session
Select 8 credit points from the following:   8cp
54043 Strategic Public Relations 8cp  
54048 Brand Advertising Strategies 8cp  
Select 8 credit points from the following:   8cp
CBK91115 Cross-disciplinary electives 24cp  
Select 8 credit points from the following:   8cp
CBK91124 Second major 48cp  
CBK91119 Electives 32cp  
Spring session
Select 8 credit points from the following:   8cp
54045 Organisational Communication 8cp  
54049 Professional Advertising Practice 8cp  
Select 8 credit points from the following:   8cp
CBK91115 Cross-disciplinary electives 24cp  
Select 8 credit points from the following:   8cp
CBK91124 Second major 48cp  
CBK91119 Electives 32cp  
Year 4
Autumn session
54041 Integrated Communication   8cp
Select 8 credit points from the following:   8cp
CBK91115 Cross-disciplinary electives 24cp  
Select 8 credit points from the following:   8cp
CBK91124 Second major 48cp  
CBK91119 Electives 32cp  

Honours

The Bachelor of Communication (Honours) (C09047) is available to eligible students with an additional one year of full-time study.

Professional recognition

Public Relations Institute of Australia; International Advertising Association

To be eligible for professional membership of the Public Relations Institute of Australia, students must successfully complete the two core subjects in the Public Communication major (MAJ10048) and the four subjects in the Public Relations stream (STM91123). To be eligible for professional membership of the International Advertising Association, students must successfully complete the four subjects in the Advertising stream (STM91124).

Other information

Further information is available from the UTS Student Centre on:

telephone 1300 ask UTS (1300 275 887)
or +61 2 9514 1222
Ask UTS