Bachelor of Communication

This unit explains the function of advertising within the broader marketing and communication industries. A breakdown of the key roles within an advertising agency and the relationship of each role to one another, the advertiser and outside suppliers is considered. The development of an advertising campaign is analysed from initial briefing through to the creative development, the production process, the media process and finally post campaign analysis. Key regulatory and self-regulatory issues are also considered, including advertising codes of ethics, trade practices and consumer protection legislation.

This unit introduces students to the development and execution of communication campaigns with a focus on public relations techniques and processes. Students develop their critical appraisal and creativity skills to sharpen their understanding of communication campaigns using case studies and current day situations as reference. The main stages of communication plans are introduced in this unit which also examines the connection between theory and effective implementation. Ethical and risk issues in public relations practice are also reviewed with a view to developing the basics of best practice communication.

In Radio and Podcast Production, students will discover the power and politics of radio – how it has been used to break stories and shape society. Students will analyse various types of audio programmes, including radio news, investigating why certain stories are told, and learning to create audio content about issues that matter to them. Through a series of interactive and immersive classes, students will learn basic editing skills and interview techniques, as well as how-to read live news in industry-standard radio studios.

Recommended electives or alternative elective option.

Understanding audiences is fundamental to effective and persuasive communication practice. This unit explores the changing nature of audiences, and how we understand them, over time. Particular attention is paid to emerging theories and research in relation to notions of increasingly diverse and dispersed audiences. In this unit students will learn to consider the complexity of audiences and how best to frame their communication practice to these differing and diverse groups.

This unit examines how communication professionals work with traditional news outlets and emerging online media. The unit provides the basics of media relations practice in communicating to and representing an organisation to its external stakeholders. Students learn how to write key messages, press releases and how to pitch content, as well as learning the essential techniques for organisational communication and developing strategies for online communication and resources.

Everyone publishing content needs to understand the legal and ethical implications of their work. While Journalists play an important role in society, providing citizens with the information they need to make decisions, it is crucial they act responsibly and ethically to ensure their work acts in the best interests of the public. In Media Law and Ethics, students will consider common ethical decisions they will need to make, how to approach making these decisions, and the laws that need to be considered when making those decisions such as defamation, libel and sub judice. Students will explore scenarios including privacy considerations, and cross-cultural considerations, including sensitivity to Aboriginal and Torres Strait Islander customs.

Recommended electives or alternative elective option.

Communication professionals are increasingly required to be equipped with relevant content creation skills. From audio and video production, to web based visual communications, skill in the creation of this kind of content is increasingly seen as fundamental for communication, advertising and public relations professionals. This unit will introduce and develop fundamental skills and understanding in the process of content creation for Communication industries. It will focus on audio and mobile video production with an emphasis on creating content that effectively communicates key messages and narratives to their intended audiences.

Inclusive communication is concerned with conveying information in an accessible, relevant, ethically and socially responsible manner. Brands and organisations need to listen and respond to the diversity that exists in audiences to create communication strategies that are inclusive, attending to factors such as culture, gender, physical abilities, age and sexuality. This unit introduces inclusivity and accessibility in communication, identifying and addressing key issues and concerns in everyday communication. Students will understand and develop strategic elements that lead to best practice and inclusive communication.

In Storytelling and Social Influence, students will learn to make podcasts and vlogcasts (video blogs). They will investigate how both platforms have been successfully leveraged to tell stories that matter, gain the attention of large audiences and generate income for their creators. Students will also learn how to make other cross-platform content, implement effective storytelling techniques (structures, sound and visuals), and explore entrepreneurial methods for monetising content. A focus in the unit will be how responsible storytelling can be a powerful tool for change through its ability to shine a light on cultural justice issues.

Fundamentals of Journalism gives students the tools to critically evaluate the role of journalism in society, and understand and apply journalistic conventions fairly and accurately using compelling storytelling methods. Students will broaden their civic and general knowledge as they explore the history and role of journalism in democracy, develop skills to identify biases in media reports and evaluate their effects, and discover differences between platforms, demographics, and hard vs soft news. They will apply this knowledge to reporting everything from the courts and parliament to sport and entertainment.

This unit directs students in the application of brand communication theories and practice in marketing communications to identified target audiences and apply these theories in practice in developing a unique brand proposition and story. Attention will also be paid to how a strong organisational or product brand creates long-term benefits for both organisation and consumer.

With areas of the communication sector becoming increasingly focussed on online and social media platforms, the need for detailed and strategic use of social media is central to the industry. In this unit students will develop upon existing understandings of social media to develop more informed, comprehensive and strategic uses of social media to effectively communicate organisational goals and messages within the context of communication campaigns. Students will develop their understanding and usage of emerging forms of online data collection, changes in SEO and algorithms to support the needs of a communication plan.

Recommended electives or alternative elective option.

Recommended electives or alternative elective option.

Corporate Communication and Public Relations focuses on how organisations communicate and develop relationships with internal and external stakeholders to build positive reputations and create favourable operating environments. It examines why companies must embrace contemporary practices to amplify their brand values and how strategic, proactive communication needs to be embedded in the corporate DNA. This unit also examines the management challenges and opportunities that arise from the issues and crises that every organisation inevitably encounters throughout its evolution.

Recommended electives or alternative elective option.

Recommended electives or alternative elective option.

Recommended electives or alternative elective option.

This unit investigates current and emerging trends in global communication with reference to a number of major issues across a range of contexts and platforms, such as the global/local nexus, feminism, and cross-cultural developments. These issues are investigated with reference to case-studies of historical and emerging issues that impact and influence our world and the communication industries.

This unit sees students work with real clients on communication projects with real world implementation either in a communication agency role or as part of an on-campus /online team working on an industry project. Students will draw upon skills and knowledge from previous units to address and adapt to client and stakeholder needs in a real world context, resulting in a body of industry standard work.

Recommended electives or alternative elective option.