Bachelor of Arts (Honours) in Media and Communication Studies

Course Overview

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.

APU’s Media & Communication Studies encompasses both traditional and digital communication techniques, which allow students to keep up with the latest communication trends and learn how to cope with modern world intercultural communication challenges.

Throughout your journey in the Bachelor of Arts (Honours) in Media and Communication Studies programme, you will be equipped with the necessary skills and knowledge for you to kickstart your future careers in Journalism, Public Relations, Advertising, Communications, Social Media and more.

Achievement

APU-DMU Dual Degree Scheme

Curriculum

DEGREE LEVEL 1

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.

Common Modules

• Intercultural Communication
• Introduction to Graphic Design
• Digital Illustration
• Marketing Fundamentals, Consumer Behaviour and Creative Practice
• Fundamental of Entrepreneurship

Specialised Modules

• Core Concepts in Communication Theories
• Principles of Advertising
• Contemporary Media Studies
• Public Relations 1

DEGREE LEVEL 2

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.

Common Modules

• Visual Culture
• Innovation Processes

Specialised Modules

• Strategic Event Planning and Management
• Public Relations 2
• Social Media
• Researching Media and Communication
• Political Communication
• Journalism

Elective Modules (Choose 1)

• Copywriting and Creative Direction
• Digital and Experiential Advertising

INTERNSHIP (16 WEEKS)

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.

DEGREE LEVEL 3

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.

Common Modules

• Integrated Marketing Communications Practice
• Venture Building

Specialised Modules

• Crisis Communications
• Audiences and Fandom
• Investigations in Media and Communication Studies
• Broadcast Journalism
• Global Advertising Practices
• Media and Communication Project

Elective Modules (Choose 1)

• Communication Audit and Strategy
• Persuasive Copywriting

MQA Compulsory Subjects*

• Appreciation of Ethics and Civilisation (M’sian Students)
• Malay Communication Language (Int’l Students)
• Philosophy and Current Issues
• Workplace Professional Skills
• Integrity and Anti-corruption
• Co-Curriculum

(*All students are required to successfully complete these modules as stipulated by the Malaysian Qualification Agency)

Entry Requirements

Please note that under Ministry of Higher Education regulations, only students who have achieved the minimum requirement in the English Language proficiency assessment as indicated above will be allowed to continue their studies in the main study programme. Students who do not have the required English Language achievement may apply for a student visa on conditional basis and are allowed to enrol in an English Language Certification programme at APU upon arrival in Malaysia and, subsequently, appear for the IELTS/TOEFL/PTE/MUET assessment.

Students who are unable to obtain the required level of English Competency during the maximum 12 months’ period, will not be allowed to pursue their studies in the main programme and will have to return to their home country.

Students from English speaking countries and those with qualifications taught in English (IGCSE, A-Levels, IB, American High School Diploma etc) are exempted from English requirements. Applications for exemption must be accompanied by supporting documents.

Note: The credit requirement at SPM/IGCSE level can be waived should the grades obtained at the STPM/STAM/Diploma/Matriculation/Foundation level are equivalent/higher.

The above entry requirements may differ for specific programmes based on the latest programme standards published by Malaysian Qualifications Agency (MQA).

The qualification and entry requirements for the programmes will be determined based on the "Comparison List of Equivalency of International Qualifications with SPM (O-Levels equivalent) and STPM (A-Levels equivalent)" published by Malaysian Qualifications Agency (MQA).

Career Prospects

• Journalist
• Copywriters
• Communications Executive
• Brand Manager
• Campaign Development Manager
• Advertising and Promotion Executive
• Media Sales Executive
• Social Media Strategist
• Social Media Manager
• Digital Media Producer
• Brand Communication Specialist
• Content Developer
• Marketing Coordinator
• Digital Content Writer