Asia Pacific University of Technology & Innovation (APU)

Bachelor of Arts (Honours) in Media and Communication Studies

Program outline

This program is specifically designed to provide students with:

• Knowledgeable with some practical and technical expertise in media and communication discipline in line with the industry requirement.
• Effective in communication and demonstrate good leadership quality in an organization.
• Capable to analyse and solve media and communication-related issues or problems innovatively, creatively, and ethically through a sustainable approach.
• Able to demonstrate entrepreneurship skills and recognize the need for lifelong learning for successful career advancement in the area of media and communication.

Degree level 1

Students will be equipped with the theoretical and conceptual framework of media and communication as a discipline. In addition, students will also be exposed to the basic understanding of the context within which the media and communication industry operates through modules such as Contemporary Media Studies, Principles of Public Relations, Digital Illustration and, Marketing Fundamentals, Consumer Behaviour, and Creative Practice.

Common modules

• Intercultural Communication
• Introduction to Graphic Design
• Digital Illustration
• Marketing Fundamentals, Consumer Behaviour, and Creative Practice

Specialized modules

• Core Concepts in Communication Theories
• Principles of Advertising
• Contemporary Media Studies
• Principles of Public Relations

Degree level 2

A broader range of skills will be learned, in which students will gain a better understanding of the broad range of mass media tools, and the specialized communication skills to be applied in the media and communication industry. We will further nurture their creativity and innovation as well as independent learning to prepare them for the contemporary media environment.

Common modules

• Visual Culture
• Managing Creativity and Innovation

Specialized modules

• Strategic Event Planning and Management
• Public Relations Strategies and Tactics
• Social Media
• Researching Media and Communication
• Journalism

Elective modules (choose 1)

• Political Communication
• Digital and Experiential Advertising

Internship (16 weeks)

Students will undertake an Internship/Industrial Training for a minimum period of 16 weeks to prepare them for a smooth transition from the classroom to the working environment.

Degree level 3

Students will make use of their previous studies and industrial experience to extend their familiarity to specialize in a particular media area and to develop superior skills in communication practice and innovative creative outputs. A final year project requires them to take a hands-on media and communication project so as to apply all the expertise and skills acquired from both the classroom and internship settings. The successful completion of the final year project is a testament to the student’s ability to combine media knowledge and communication skills, critical thinking, and analytical skills to produce a personal achievement portfolio.

Common modules

• Crisis Communications

Specialized modules

• Persuasive Copywriting
• Audiences and Fandom
• Investigations in Media and Communication Studies
• Broadcast Journalism
• Global Advertising Practices
• Media and Communication Project

Elective modules (choose 1)

• Communication Audit and Strategy
• Integrated Marketing Communications Practice

MQA compulsory subjects*

• Ethnic Relations (M’sian Students)
• Islamic & Asian Civilisation (M’sian Students)
• Malaysian Studies (Int’l Students)
• Malay Communication Language (Int’l Students)
• Workplace Professional Communication Skills
• Employee & Employment Trends
• Co-Curriculum

(*All students are required to successfully complete these modules as stipulated by the Malaysian Qualification Agency.)

Career options

• Journalist
• Copywriters
• Communications Executive
• Brand Manager
• Campaign Development Manager
• Advertising and Promotion Executive
• Media Sales Executive
• Social Media Strategist
• Social Media Manager
• Digital Media Producer
• Brand Communication Specialist
• Content Developer
• Marketing Coordinator
• Digital Content Writer