Bachelor of Arts (Honours) in Media and Communication Studies

PROGRAMME OUTLINE

This programme is specifically designed to provide students with:

• Knowledgeable with some practical and technical expertise in media and communication discipline in-line  with the industry requirement.
• Effective in communication and demonstrate good leadership quality in an organisation.
• Capable to analyse and solve media and communication related issues or problems innovatively, creatively and ethically through sustainable approach.
• Able to demonstrate entrepreneurship skills and recognise the need of lifelong learning for successful career advancement in the area of media and communication.

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.

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.

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.

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.