COURSE CURRICULUM

The course is structured over four years and is designed to develop students’ knowledge and skills in digital media, social media marketing, content creation, and communication. In Year 1, students are introduced to the basic concepts of digital media, marketing, and public relations. Modules such as Introduction to Digital Marketing and Introduction to Data Analysis for Digital Marketing help students understand how digital platforms and data are used in modern marketing strategies. Students also study Introduction and History of Public Relations and Introduction to Media Studies to learn how media and communication influence society. Professional Writing and Research in the Digital Age develops strong writing and research skills, while Social Psychology helps students understand how people think and respond to communication messages. Technology skills are also developed through Introduction to Information Technology and Applied Information Technology, which prepare students to use digital tools and platforms effectively.In Year 2, the program focuses on creative and practical media skills. Students learn how to communicate visually through Visual Language and Communications and explore storytelling through Creative Writing and Narrative. Creative Video and Creative Radio and Storytelling teach students how to produce engaging digital content for different platforms. Students also study subjects such as History of Photography and Contemporary Photographic Cultures to understand how images influence communication and culture. Crisis Management introduces strategies for handling communication challenges in organisations, while Fundamentals of Media and PR Law explains the legal environment surrounding media and public relations work.In Year 3, students develop advanced professional communication and journalism skills. Modules such as Content Writing, Journalism, Radio Journalism, and Data Journalism focus on producing professional media content for digital audiences. New Media Ethics helps students understand the ethical responsibilities involved in online communication. Students can also gain practical experience through opportunities such as Work Placement, Study Semester Abroad, or a PR and Media Internship Project. Additional electives such as Marketing Research, Contemporary Marketing Practice, and Networking in Public Relations allow students to explore specialised areas of interest.In Year 4, the course focuses on advanced professional practice and major projects. Students study modules such as Event Management, Sustainable Marketing, Social Media Project, and Podcasting and Multi-Screen Production. They also explore cultural and media topics through subjects like Celebrity Studies, Screen Stories, and Media and Society. The program concludes with a Lead Portfolio and a Dissertation or Dissertation by Practice, allowing students to demonstrate their research, creativity, and professional skills while preparing for careers in digital media, social media marketing, journalism, and public relations.