COURSE CURRICULUM

The Bachelor of Media and Communications (Public Relations and Social Media major) is a 240-credit-point program structured into a 160-credit-point core zone and an 80-credit-point major, designed to develop strong skills in communication strategy, media production, and digital engagement. The core zone includes essential units such as Media Practice and Production (MMCC1015), Introduction to Media and Mass Communications (MMCC1040), Media Theory in Practice, Media Representations, Cybercultures, Creative Freedoms: Authorship, Technology, Law (MMCC2014), and Media Ethics (MMCC3016). These subjects provide a foundation in media theory, ethical communication, and critical analysis of media systems and cultural representation. Students also complete a capstone unit, PACE: Media Internship (MMCC3150), which offers professional industry experience in a real-world communication environment. The Public Relations and Social Media major (80 credit points) focuses on strategic communication and digital engagement through units such as Visual Media and Communications, Multimodal Storytelling, Advertising, Branding and Media, Public Relations and Social Media: Foundations and Cases, Social Media, Health Bodies and Media, and Advanced Issues in Marketing and Media. Students also undertake PACE: Public Relations and Social Media: Constructing Campaigns, which provides practical experience in developing real communication campaigns. Overall, the program prepares graduates for careers in public relations, social media management, corporate communications, marketing, branding, and digital strategy roles across corporate, government, and non-profit sectors, combining creative practice with strategic and analytical skills.