Undergraduate international course guide - Edith Cowan University

CommuniCations
bachelor of communications
Duration: 3 years
campus: Joondalup / Mount Lawley
This course focuses on the theoretical and practical dimensions
of communication.
Majors:
y Advertising
y Broadcasting
y Creative Services
y Journalism
y Media, Culture and Mass Communications
y Public Relations
CourSe StruCture
Requires the completion of 23 units / 360 credit points.
This course has four components:
y 4 Core units
y 8 Major units
y 8 Supplementary Major units
y 4 Recommended Electives
Normally no more than 10 of the units studied should be at the
1000 Level and at least 4 units must be at the 3000 Level.
core units Credit Points
CCA1108 Communications and Digital Technology 15
CCA3111 Preparation for Professional Life 15
CMM1101 Reading Media Texts 15
CMM1113 Media and Social Context 15
MAJoRS
advertising
campus: Joondalup / Mount Lawley
More than just a commercial, billboard or sub-section of a
marketing plan, advertising is a business that combines art,
science, communication and strategy. Here you will learn about
advertising management, integrated marketing communications,
creative strategy and apply more than a little strategic branding
along the way.
It has potential applications far wider than simply employment
in an advertising agency. Advertising focuses on ‘controlled
communications’, where the content and the deliverymode
are both paid for by the client. The degree can include
elements of production, marketing, public relations, visual arts,
communications research and interactive multi-media to develop
and showcase the strengths of individual students. Advertising
is a critical component of integrated marketing communications
in a business environment where it is communications (rather
than accountancy) which has become the cornerstone of many
successful corporate careers.
Professional Accreditation: Edith Cowan University’s advertising
degree is accredited by the International Advertising Association
(IAA) and addresses advertising as a communication specialism,
rather than as a sub-section of a marketing plan.
Required units Credit Points
Select four units from the following list:
ADV2102 Creative Strategy: Process and Execution 15
ADV2105 Consumer Behaviour 15
56
ADV2107 Strategic Branding 15
ADV2116 Foundations of Advertising 15
CMM2120 Integrated Marketing Communications 15
Select four units from the following list:
ADV3111 The Business of Publishing 15
ADV3112 International Advertising 15
ADV3115 Account Planning 15
ADV3406 Media Buying and Planning 15
CMM3104 Professional Placement 1 15
CMM3108 Independent Study Unit* 15
CMM3120 Current Issues in Marketing Communications* 15
CMM3121 Communication Research 15
* Students must have 70% course weighted average to study this unit.
Recommended Electives
It is recommended that students intending to study the Advertising
Major complete some of the following Foundation Program
elective units. Please note that MKT1600 (Marketing Principles and
Practices) is a compulsory unit for the Advertising Major.
CMM1104 Writing for the Media 15
CMM1107 Creative Thinking 15
CMM1114 Professional Communication 15
MKT1600 Marketing Principles and Practices* 15
* MKT1600 must be completed as a Foundation elective.
careers: Advertising Manager, Media Buyer, Advertising
Coordinator, Marketing Officer, Copywriter, Market Researcher,
Advertising Executive, Media Analyst.
broadcasting
campus: Mount Lawley
Provides an introduction to contemporary broadcast media,
including conventional radio and television as well as web-based
and mobile technologies. The course equips students with key
concepts, skills, attitudes and values required by broadcasters in
the digital age.
A key characteristic is the development of critical appraisal
skills, as applied in broadcasting, to varying degrees across all
units. Ability to generate ideas is a cornerstone of the major
(e.g. editorial decision making, identifying suitable interviewees).
Students will examine a wide range of issues and learn to
contextualise content for broadcast. Broadcasting is responsive
to the news cycle, which may include content associated with
the development of cross-cultural and international outlook.
This includes addressing indigenous cultural issues.
The Broadcasting major has been developed in consultation with
industry. A strong feature of the major is an ongoing relationship
with the broadcasting community. This includes continued
consultation with broadcast employers and revision of unit
content to match industry requirements. All tutors and lecturers
are professional broadcasters or journalists. The acquisition of
high level oral and written English language knowledge and
skills is an essential element of this unit set. Work produced by
broadcasting students can provide information to benefit the
wider community by being published or broadcast.
Additional Major Information
The Broadcast major is recommended for students wishing to
audition for entry to the intensive vocational training provided in
the WAAPA Graduate Diploma of Broadcasting.
Recommended second majors: Journalism; Film and Video; Public
Relations; Mass Communications.