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Program

Media (PR and Advertising) - 3434

Program Summary

Faculty: Faculty of Arts and Social Sciences

Contact: sam@unsw.edu.au

Campus: Sydney

Career: Undergraduate

Typical Duration: 3 Years  

Typical UOC Per Semester: 24

Min UOC Per Semester: 6

Max UOC Per Semester: 24

Min UOC For Award: 144

UAC Code: 422710

Domestic Entry Requirements: See Domestic Entry Requirements

International Entry Requirements: See International Entry Requirements

Award(s):

Bachelor of Media (Major)

View program information for previous years

Program Description

This program structure applies to students commencing in 2014 and 2015. If you commenced prior to 2014 please consult the Handbook for the year in which you started.

The Bachelor of Media (PR and Advertising) [UNSW BMedia (PR&A)] is designed to provide students with foundational and applied skills, knowledge and capabilities in public relations and advertising. The program aims to develop communication leaders who inspire innovation and change at all levels of society and adhere to the highest ethical standards. The BMedia (PR and Advertising) program is structured to offer a philosophical and cultural foundation in the media studies core, conceptual and practical skills in public relations and advertising, and access to free electives that provide a more general education.

Level 1 focuses on contextual knowledge of communication industries, Level 2 introduces communication theory, and Level 3 of the program deepens students’ knowledge of how such theories play out in society. At each level, an industry specific course in public relations or advertising is offered that augments the conceptual development and offers vocationally relevant knowledge in strategic communication. Students are encouraged to think beyond industry specific problems to reflect on the broader socio-cultural, political and economic implications of the roles and responsibilities of public relations and advertising. The program focuses, in particular, on engagement, innovation and creativity.

The UNSW BMedia (PR&A) can be completed full-time in Single mode (normally 3 years), in Dual mode (the equivalent of two years full-time study) or part-time. The basic requirements of the program are simple. The BMedia (PR&A) has a depth component and a breadth component. Students enrolled in Single mode do both the depth and breadth component while students enrolled in Dual mode only complete the depth component.

The Depth component (Blue Zone) is:

  1. The completion of a Media core (12 UOC - 2 courses)
  2. The completion of Prescribed Media electives (24 UOC - 4 courses)
  3. The completion of a PR and Advertising core (48 UOC - 8 courses)
  4. The completion of Prescribed Public Relations and Advertising electives (12 UOC - 2 courses)
The Breadth component (for students completing the program in Single mode) (Green Zone) is:
  1. Arts & Social Sciences Prescribed Electives (12 UOC - 2 courses)
  2. Free Electives (24 UOC - 4 courses)
  3. General Education (12 UOC - 2 courses)

Program Objectives and Graduate Attributes
The UNSW BMedia (PR&A) aims to develop students’ understanding of professional communication in contemporary Australian and international contexts. In particular, the program aims to provide students knowledge of and opportunities to engage critically with debates relating to the fields of public relations and advertising. Students will examine the role and responsibilities of persuasive communication in a democratic society and learn how to add value through engagement in social and environmental innovation and enterprise. The program will offer students the opportunity to reflect critically upon how their vocational skills operate within and are mediated by political, economic, mediatized and social discourses and the dynamics of industry, governments, markets, consumer cultures, valuing regimes and society. Modes of professional communication including informative, persuasive, political, creative, promotional, digital and interpersonal discourse will be examined. The program also aims to develop an in-depth understanding of how to ethically engage with publics and communities, creatively engage with communication concepts and production technology, and professionally engage with organisational practices.

The Graduate Attributes for this Program are as follows:

  1. The skills involved in practice-based research
  2. An in-depth engagement with knowledge about public relations and advertising in the context of media studies
  3. The capacity for analytical and critical thinking and for creative-problem solving in the contexts of public relations and advertising
  4. The ability to independently produce effective public relations and advertising texts and to critically reflect on their value and purpose as tools of practice.
  5. The skills to appropriately locate, evaluate and use relevant information to develop content for public relations and advertising
  6. The capacity for enterprise, initiative and creativity
  7. An appreciation of, and respect for, the cultural diversity of media audiences, media forms and media delivery contexts
  8. A capacity to contribute to, and work within, the international community
  9. The skills required to create, discuss and evaluate public relations and advertising texts in collaboration with others
  10. The capacity to keep abreast of changes in the audiences
  11. Platforms, tools and practices of public relations and advertising
  12. A respect for ethical practice and social responsibility
  13. The skills of communicating effectively across a range of contexts and platforms in public relations and advertising professions

Program Structure
The basic requirements for the degree are:

Single mode (144 UOC) made up of:
  1. Media Core (12 UOC)
  2. Prescribed Media Electives (24 UOC)
  3. PR and Advertising Core (48 UOC)
  4. Prescribed Public Relations and Advertising Electives (12 UOC)
  5. Arts & Social Sciences Prescribed Electives (12 UOC)
  6. Free Electives (24 UOC)
  7. General Education (12 UOC)
Dual mode (96 UOC) made up of:
  1. Media Core (12 UOC)
  2. Prescribed Media Electives (24 UOC)
  3. PR and Advertising Core (48 UOC)
  4. Prescribed Public Relations and Advertising Electives (12 UOC)

Core Courses

Media Core

PR and Advertising Core

Level 1
Level 2
Level 3


Prescribed Electives

Media

Level 2
Students will complete any two of the following:
Level 3
Students will complete any two of the following:

PR and Advertising

Students will complete any two of the following:

Arts & Social Sciences Prescribed Electives

Arts & Social Sciences Prescribed Electives are any courses chosen by the student from the offerings of UNSW Arts & Social Sciences for which they are qualified to enrol. Students can add depth to their program by completing more PR & Advertising Electives or undertake other courses from other areas of study within the Faculty. Indigenous Studies courses (ATSIxxxx) cannot be studied as Arts & Social Sciences Prescribed Electives.

Free Electives

Students completing the program in Single mode have a 24 UOC free elective breadth requirement. Students may complete any courses for which they are eligible to enrol either within or outside UNSW Arts & Social Sciences. It is suggested that areas of study in UNSW Arts & Social Sciences are especially relevant in complementing students' studies in this program.

ARTS2050 Academic Writing for the Humanities

This course is available as an Arts & Social Sciences Prescribed Elective or Free Elective for students wishing to develop their academic writing skills. Click here for further details about the course.

General Education

Students completing the program in Single mode complete 12 UOC of General Education. Students must complete any two courses for which they are eligible to enrol outside UNSW Arts & Social Sciences. Indigenous Studies courses (ATSIxxxx) can be studied as General Education if students are not following a major or minor in Indigenous Studies in the BA program.

Award with Distinction

High achieving students who secure a WAM of 75 across their program and who have completed at least 48 UOC of their program at UNSW are eligible for the award of their Pass Degree "with Distinction".

Honours

High achieving Bachelor of Media (PR and Advertising) students (in Single or Dual mode) who have successfully completed all program requirements may apply for admission to honours in the Bachelor of Media (Honours) program 4510. Entry to Honours requires a WAM of 70 or higher in the media courses and the stream seeking to be further studied.

Bachelor of Media (Honours) program 4510

Sample Program

 
Bachelor of Media (Public Relations and Advertising) - Sample Program for Single Mode (Example Only)
 
Below is a guide to help you enrol in your program. To be full-time students must enrol in 24 UOC each semester.
 
LEVEL 1
 UOC
S1 ARTS1090 Media, Culture & Everyday Life (6 UOC)
(6 UOC)
General Education (6 UOC)
 Free Elective
(6 UOC)		  24
S2
(6 UOC)
 MDIA1003 Public Relations Practices (6 UOC)
Prescribed PR & Advertising Elective
(6 UOC)
 Arts & Social Sciences Prescribed Elective
(6 UOC)		  24
LEVEL 2 UOC
S1
Prescribed Media Elective Level 2 (6 UOC)
 Arts & Social Sciences Prescribed Elective
(6 UOC)		 Free Elective
(6 UOC)		  24
S2 Prescribed Media Elective Level 2 (6 UOC) General Education (6 UOC) Free Elective
(6 UOC)		  24
LEVEL 3 UOC
S1 Prescribed Media Elective Level 3 (6 UOC) Free Elective
(6 UOC)		  24
S2
Prescribed Media Elective Level 3 (6 UOC)
 Prescribed PR & Advertising Elective
(6 UOC)		  24


Academic Rules

Single Mode

To qualify for the award of the degree at Pass level, a student must:
  1. enrol in the Bachelor of Media (PR and Advertising) and complete 144 UOC;
  2. complete the requirements for the core
  3. complete the requirements for prescribed electives
  4. complete 12 UOC of Arts & Social Sciences Prescribed Electives
  5. complete 24 UOC of Free Electives
  6. complete 12 UOC of General Education
  7. complete at least 30 UOC of Level 1 courses before enrolling in Level 2 courses
  8. complete at least 96 UOC overall before enrolling in Level 3 courses

Dual Mode

To qualify for the award of the degree at Pass level, a student must:
  1. enrol in the Bachelor of Media (PR and Advertising) and complete 96 UOC;
  2. complete the requirements for the core
  3. complete the requirements for prescribed electives
  4. complete at least 30 UOC of Level 1 courses before enrolling in Level 2 courses
  5. complete at least 48 UOC overall before enrolling in Level 3 courses

Fees
For information regarding fees for UNSW programs, please refer to the following website:  https://my.unsw.edu.au/student/fees/FeesMainPage.html

Important Information

The Academic Rules for the UNSW BMedia (PR&A) and the online enrolment facility provide students with a wide range of course choices. The online enrolment facility checks that students meet the enrolment requirements for individual courses but not that a course complies with Program Rules. Students are responsible for ensuring they are enrolling in accordance with the Academic Rules outlined above. Students should not assume that because they have enrolled in a course online that the course is automatically credited to their degree program.

Further Information
Contact UNSW Arts & Social Sciences Student Centre for advice.
Tel: + 61 2 9385 2289
Email: arts@unsw.edu.au
Location: Room G1 Ground Floor, Morven Brown building (C20)
Opening Hours: Monday to Friday 9am - 5pm
Frequently asked questions

Glossary of Terms
UNSW Arts & Social Sciences Programs Glossary of Terms - Click here

Area(s) of Specialisation
Multimedia Work Bench

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