Print this page

New Major in Professional Communication

This major is designed for students who want to enhance their employability by developing their communication skills and knowledge for transferable professional communication capability, and by preparing them for the current media-saturated environment. Communication skills are central to working life: they are generic, global and transferable. Further, digital media is opening up all professions to new opportunities for engagement, promotion, networking and information exchange. The two key objectives of the major are thus (a) to build student skills in writing across platforms, critical analysis, group communication, presentation and public speaking skills; and (b) to develop student knowledge of digital and other media; audiences; brand management; corporate communication; and managing issues and crises.

You can enrol from Semester 1, 2017. To find out more contact:

Below is summary of the required units and what you can expect to learn and do in each one:

This unit examines contemporary theories of risk and risk communication drawing on the seminal ideas of Beck and Giddens. The central ideas of the risk society are examined, including contributions from sociology, cultural anthropology, psychology and contemporary communication, media and cultural studies research. Models of risk communication are examined including the dominant technical or scientific approach, psychometric research on risk perceptions, and later models of reflexive practice that encompass broader social and cultural approaches. Case studies include risk communication practice in the environmental sciences, science and health communication, government and international communication, and crisis communication.

Digital media technologies are now an integral part of work for professional communicators and others in the creative industries. Digital literacies are not only important in these fields, but are part of the toolkit of citizenship. Digital Media Literacies will offer a hands-on introduction to the digital revolution. Students will learn about the impact of digital media on media industries and media work. They will understand how new media practices - in industry and everyday life - have shaped and been shaped by emerging technologies. They will also encounter and develop literacies in relation to a broad range of digital technologies and platforms, preparing them to become digitally-aware citizens and communications practitioners.

The fields of advertising, journalism, media, public affairs and public relations are some of the most exciting and influential industries in the world. This unit provides a broad introduction to the communication industries by considering the role and importance of communication in professional practice and citizenship. Communication as an idea, a tool and a process is defined, explored and interrogated. The many forms of communication - written, spoken, visual - are investigated via a range of genres and media platforms. We examine theories that see communication as a tool of expression and of power. Finally, we consider the place of those for whom communication is designed - audiences and users. Students should complete this unit with a basic understanding of key issues in communication, within the context of industry and society.

Brands have assumed one of the central roles in marketing communications. Increasingly organizations have come to realize that one of the most valuable assets is the brand name and other related brand elements associated with their products and services.

This unit explores branding across goods, services, and ideas and introduces relevant theories used to design effective branding strategies. Among other issues, this unit captures brand equity, managing brands over time and across geographic boundaries and the application of the marketing mix to support brand strategies. Particular emphasis is placed on understanding the principles of branding at the consumer level that will improve managerial decision-making with respect to brands and brand management.

This unit offers students the opportunity to discuss and critically analyse the nature, value and approaches of effective corporate communication locally and globally and its role in enhancing corporate image, identity and reputation. The unit explores the theories and issues surrounding the role of public relations in corporate strategy and relations, international corporate relations, organisational communication, stakeholder engagement and community relations, corporate social responsibility and reputation management.