Swinburne University of Technology - Melbourne Australia
Future Students - Courses
Course Description:
Note: This course commences semester 1 2012 The Bachelor of Professional Communication takes a strategic approach to communication and communication planning as applied in the business environment. Drawing on the key disciplinary areas of media, advertising and public relations, this program of studies focuses on professional communication. It is designed to equip students with the knowledge and skills to use communication as a strategic tool to help businesses and organisations to achieve their institutional objectives. The business and professional focus provided by the degree will provide students with scope for employment pathways into careers such as corporate communication, advertising, public relations, and marketing communication. (International students are required to study full-time and cannot take the part-time study mode.)
Aims & Objectives:
Successfully undertake communication projects that respond to industry needSuccessfully design, develop and manage communication projects that meet the specific needs of industrySuccessfully undertake individual and team projects ensuring that they can balance teamwork with individual recognitionCombine the need for a grasp of practical situations and applications, with the intellectual ability to utilise appropriate conceptual frameworks when requiredKeep abreast of leading-edge developments in their particular field
Course Structure:
There are course restrictions and rules that must be considered when selecting units and specialisations. It is recommended that you familiarise yourself with these rules before selecting specialisations. All programs consist of a total of 24 units (300 credit points). Each unit normally carries 12.5 credit points. In each year, eight units normally constitute a full-time load and four units normally constitute a part-time load*. Capstone UnitsCapstone Units utilise real-world, authentic activities in the form of project-based learning. Projects may be externally sourced industry and community projects, competitions, research-based projects or internally developed project briefs. Careers in the Curriculum (CIC)In addition to the above, all Swinburne undergraduate students must complete a compulsory unit of study, Careers in the Curriculum. CIC is an innovative unit designed to assist Swinburne students to enhance their employability and career prospects.CIC has been developed by Swinburne Careers and Employment who provide advice and feedback on completing job applications and undergoing interviews, directed at obtaining graduate employment. It is a one semester compulsory unit usually undertaken in second year.Students will not incur a HECS or fee debt as the cost will be met by the university as part of an initiative to enhance students' employability skills. Student Workload The Bachelor of Professional Communication program operates under a student workload model based on eight units of study for a full-time academic year. Total student contact hours per unit, including lectures, classes, tutorials and computer laboratory sessions, will normally be approximately 12 hours per week during the academic semester (winter and summer term have the same number of contact hours but compressed in time). *International students are required to study full-time and cannot take the part-time study mode.
Major specialisation:
Professional major (16 units) in the Bachelor of Professional Communication Professional Communication Communication co-majors (8 units)Communication Advertising Media Communication Public Relations Business co-majors (8 units)Accounting Business Advertising Business Analysis/eCommerce Business Public Relations Finance Human Resource Management International Business Management Marketing Tourism Management Social Science co-majors (8 units)Media Studies Public Relations and Society Sociology Other co-majors (8 units)External StudiesMinors (4 units)Students may choose a minor from any of those offered by the Faculty of Higher Education, Lilydale, from the Business, Communication and Social Science programs or from any discipline across the university, timetable permitting. See the Swinburne minors page for more information. Communication minors (4 units)Media Communication Public Relations Business minors (4 units) Accounting Business Advertising Business Analysis/eCommerce Business Law Business Public Relations Business Studies Economics/Finance Finance Human Resource Management International Business ManagementMarketing Tourism Management Social Science minors (4 units)Applied Statistics Applied Statistics Advanced Business in Society Global Social CommunicationIndigenous Studies Media Studies Psychology Public Relations and Society Social Media Social Science Advertising Sociology Other minors (4 units)Electives Plus External Studies IBL Minor
Units of Study:
LBL100 Introduction to Commercial Law LBM204 Integrated Marketing Communications LCA100 Principles of Advertising LCA201 Concept Development and Copywriting LCA206 Advertising Issues: Regulation, Ethics & Cultural Considerations LCA302 Advertising Media Planning and Purchasing LPR100 Professional Communication Practice LPR200 Public Relations Theory and Practice LPR201 Public Relations Writing LPR202 Global Public Relations Practice LPR303 Issues, Crisis and Risk Communication LPR332 Public Relations Project and Campaign Planning LSM103 Introduction to Media Studies LSM207 Journalistic Writing LSM208 Social Media LSM308 Media, Advertising, Sport & Society Plus eight units from the co-major or minor specialisations.
Industry-Based Learning:
Industry-Based Learning (IBL) allows students to undertake paid work experience as part of their undergraduate degree providing professional skills and networking opportunities.Note: IBL is only available to domestic on-campus students. The IBL program is normally only available to those students who have received a Credit grade average (or better).
Education Abroad:
Swinburne Abroad provides students with an international learning experience as part of their degree. Students can receive credit for their overseas studies by undertaking an External Studies Co-major or Minor allowing students to study up to one year full time overseas and not extend the time to complete their Swinburne program.
Career Opportunities:
Employment can be found in areas including advertising, public relations, journalism, radio, film and television and communications research.
Graduate Attributes:
Knowledge and practical skills to deliver strategic communication in an increasingly complex and dynamic marketplaceBasic understanding, tools and skills in managing and evaluating visual, written and event based elements of a professional communication campaignCritical thinking skills required to be innovative, yet practical thinking in approaching unfamiliar communication problems within varying contexts, giving them flexibility and advantage in a competitive professional communication job marketThe competence to integrate theory with practice in professional communication projectsAbility to approach professional communication projects in collaborative ways that acknowledge the importance of both individual initiative and effective teamwork
Entry Requirements:
Standard Entry – Year 12Applicants must have a qualification deemed to be the equivalent of the VCE accredited by the Victorian Curriculum and Assessment Authority (VCAA). (Passes may be accumulated over more than one year). Students not holding an appropriate Year 12 or equivalent qualification may be admitted on the basis of extensive work experience. A quota for this entry applies.Prerequisite unitsVCE prerequisites include a study score of at least 20 in English units 3 and 4. Non-Year 12Students not holding an appropriate Year 12 or equivalent qualification may apply on the basis of previous qualifications and/or extensive work experience. More information is available on Swinburne’s Mature Age Students and Non-School Leavers web page.
Australian Tertiary Admissions Ranking (ATAR): New
Credit Transfer:
Applicants with prior tertiary studies that satisfy part of the academic requirements of this course may be granted ‘credit’ and/or entry into the course with ‘advanced standing’. For further information refer to Swinburne Pathways: Credit Transfer Guide.
Pathways (articulation):
TAFE students may be eligible to receive credit towards completing a FHEL degree. For further information refer to the Pathways website.
Recognition of Prior Learning:
Recognition of Prior Learning (RPL) is a process where a student may be granted credit or partial credit towards a qualification in recognition of skills and knowledge gained through work experience, life experience and/or formal training.
Course Fees:
For information about Swinburne's fees visit: www.swinburne.edu.au/fees
Scholarships:
A full listing of Swinburne and government scholarships are available on the Scholarships website.
Application Procedure:
Applications may be made directly to Swinburne or through the Victorian Tertiary Admissions Centre (VTAC). VTAC code: Bachelor of Professional Communication - 35421 (CSP), 35423 (Int. Fee) For further information, visit the VTAC website.Part-time study is also available to Australian citizens and holders of Australian residency.
Further information:
Submit an Online Enquiry Tel: 1300 ASK SWIN (1300 275 794)Email: study@swinburne.edu.auWebsite: www.lilydale.swinburne.edu.au
