COURSE CURRICULUM

The course is structured over three years and provides students with a strong foundation in public relations, media, marketing, and communication skills. In Year 1, students are introduced to the fundamental concepts of public relations, media studies, marketing, and management. Modules such as Introduction to Digital Marketing, Introduction and History of Public Relations, and Management help students understand how organisations communicate with the public and manage their reputation. Students also develop important academic and professional skills through Professional Writing and Research in the Digital Age and Social Psychology, which explore how people think, behave, and respond to communication messages. Media knowledge is developed through Introduction to Media Studies, while technology skills are built through Introduction to Information Technology and Applied Information Technology. These subjects provide students with the basic knowledge required for modern digital communication.In Year 2, the program focuses more on practical communication and media production skills. Students study Visual Language and Communications to understand how visual elements such as images, design, and layout help deliver messages effectively. They also learn about the legal environment of media and public relations through Fundamentals of Media and PR Law. Marketing knowledge is further developed through Fundamentals of Marketing and Contemporary Marketing Practice, which explain how businesses promote products and services to target audiences. Creative media skills are strengthened through modules such as Creative Video and Creative Radio and Storytelling, where students learn how to create engaging media content. Students also study Public Relations Research and Evaluation, which teaches them how to research audiences and measure the success of communication campaigns. Information Technology and New Media also helps students understand how digital platforms are used in modern communication.In Year 3, students focus on advanced communication and professional development. Modules such as Contemporary Communication Design, Content Writing, Journalism, and Networking in Public Relations help students build specialised communication and storytelling skills. New Media Ethics introduces the ethical responsibilities involved in digital communication. Students can also gain real-world experience through options such as Work Placement, Study Semester Abroad, or a PR and Media Internship Project. Additional elective subjects such as Corporate Social Responsibility, Marketing for Services, and New Product Innovation allow students to explore specialised areas of interest and prepare for careers in public relations, digital marketing, media production, and corporate communication.