UTS course code: C10098
UAC code: 608050
Testamur title: Bachelor of Arts in Communication
Abbreviation: BA
Course fee: HECS (local); $7,450 per semester (international)
Total credit points: 144

Overview
Course aims
Advanced standing
Course duration
Course structure
Typical program

Overview

A public communication practitioner designs and manages communication processes such as public relations and advertising campaigns. Graduates are equipped to practise as creative and strategic professionals in public relations and/or advertising as well as in emerging areas in this diverse field. The critical and theoretical approach offered in this course develops ethical and responsible communication professionals.

Course aims

Graduates of the Bachelor of Arts in Communication (Public Communication):

• have gained an interdisciplinary and coherent knowledge of public communication to inform ethical, creative and socially responsible practice, with specialised expertise in public relations and/or advertising
• demonstrate ability in critical analysis, multiple perspective-taking and strategic and creative problem solving to achieve a thorough and critical understanding of public communication processes and industries and their social, economic and political contexts
• are responsive to new developments in public communication industries and international contexts in an increasingly globalised environment and are able to engage productively with new challenges
• have gained by class work, group work and internships the specific skills associated with successful professional work in public communication including research and writing skills necessary for professional practice
• have demonstrated capabilities in interpersonal and organisational communication processes, audience identification and research, relationship building, campaign development, promotional activities, issues management, and media writing and liaison
• are immediately employable and, after completing the course, effective in understanding a range of public communication contexts, which include public relations and/or advertising for corporate, government and not-for-profit organisations, as well as consultancies and agencies
• know how to interact with, assess and coordinate information across the range of technological platforms in a critical, innovative and ethical manner
• are competent in researching, diagnosing and addressing communication problems and possess highly developed oral and written communication skills and the capacity to engage in lifelong learning, and
• are able to facilitate and provide professional advice on effective interaction with colleagues, clients and the public as public communication professionals, recognising the needs of all salient publics and working to establish genuine consultation and dialogue.

Advanced standing

Students who have completed tertiary studies at another institution can apply for exemption from specific subjects or from electives.

In addition, the Faculty has established Advanced Standing Packages with the following institutions for the courses listed:

College of Higher Vocational Studies, City University of Hong Kong
Associate of Arts in English for Professional Communication

Insearch UTS
Diploma in Communication

Ngee Ann Polytechnic, Singapore
Diploma in Mass Communication

Singapore Polytechnic
Diploma in Media and Communication

Universiti Sains Malaysia (with Taylors College)
Diploma in Communication

Graduates of these courses may be offered a standard pattern of exemptions as a result of their previous study.

Course duration

This course is offered on a three-year, full-time basis.

Course structure

The course consists of compulsory subjects, subjects selected from a particular Disciplinary or Professional Strand, one subject from any Disciplinary Strand, and Elective Studies subjects.

The Disciplinary Strand is Communication and Information Studies and the Professional Strand is Public Communication.

A total of 144 credit points is allocated to the course: 68 credit points for Disciplinary Strand subjects, 44 credit points for Professional Strand subjects and 32 credit points for Elective Studies subjects.

50105 Communication and Information Environments 6cp
50106 Media, Information and Society 6cp
50107 Contemporary Cultures 1 6cp
50108 Contemporary Cultures 2 6cp
50109 Power and Change in Australia 6cp
50111 Colonialism and Modernity 6cp

Two subjects at 200 level (16 credit points):

50125 Communication and Audience 8cp
50480 Conceptual Frameworks for Public Communication 8cp

One subject at 300 level (8 credit points):

50483 Strategic Organisational
Communication 8cp

One subject at 200 or 300 level from any of the three Disciplinary Strands (8 credit points)

50118 Public Communication Processes 6cp
50495 Research and Writing for Public
Communication 6cp

Four subjects from either the Advertising or Public Relations stream:

Advertising stream

Two subjects at 200 level (16 credit points):

50497 Advertising Principles and Production 8cp
50498 Advertising Creative Strategies 8cp

Two subjects at 300 level (16 credit points):

50651 Strategic Advertising Contexts and Applications 8cp
50652 Advertising Professional Practice 8cp

or

Public Relations stream

Two subjects at 200 level (16 credit points):

50159 Public Relations Principles 8cp
50160 Public Relations Strategies 8cp

Two subjects at 300 level (16 credit points):

50499 Public Relations Contexts and Applications 8cp
50650 Public Relations Professional Practice 8cp

Typical program

Spring semester
D 50106 Media, Information and Society 6cp
D 50108 Contemporary Cultures 2 6cp
D 50111 Colonialism and Modernity 6cp
P 50495 Research and Writing for Public Communication 6cp

Spring semester
D 50125 Communication and Audience 8cp
and either
P 50160 Public Relations Strategies 8cp
or
50498 Advertising Creative Strategies 8cp
E xxxxx Elective subject 8cp

Spring semester
D 5xxxx One subject at 200 or 300 level from any Disciplinary Strand 8cp
and either
P 50650 Public Relations Professional Practice 8cp
or
50652 Advertising Professional Practice 8cp
E xxxxx Elective subject 8cp

D = Disciplinary Studies subject
P = Professional Studies subject
E = Elective Studies subject