Prog Card
Programme Details
Introduction
The programme aims to prepare students for work in the public relations field in consultancy firms or corporations. Students will be honed in the basic required skills of reading, researching and writing intelligently. The case-based approach intends to prepare public relations practitioners that need to be versatile in the acquiring of information and working with different groups of people. Students will work with state-of-the-art equipment and software to become proficient in new technologies employed in the field now and in the future. With strategic thinking and critical analyses being emphasised throughout the programme along with ongoing exposure and interaction with professionals, the programme aims at preparing students for a smooth transition into the workplace, providing real-world solutions for clients, and thereby ensuring their employability in firms and corporate settings.
SPECIALISATION OPTIONS:
ADVERTISING & BRAND MANAGEMENT
Advertising and Brand Management specialisation in this degree programme are taught advertising creative strategy and brand management to fulfil the market demand which has become more challenging over the years. The programme is designed to equip students with skills, techniques as well as theoretical knowledge of creating, designing and strategically thinking of real-world solutions for challenges of advertising and creating visibility for organizations and their brands. Students will be exposed to hands-on training with state-of-the-art, industry-relevant equipment and software where they will be trained in both the creative and managerial aspects of the advertising industry.
DIGITAL MEDIA PRODUCTION
The programme specialisation in Digital Media Production in this degree exposes students to a broad spectrum of filmmaking areas, including script writing, video production, editing, audio recording, directing, and producing, and digital content creation which aims to inform, entertain and shape society at large. This programme aims to nurture communication practitioners and content creators that have a high level of digital media production competency.
JOURNALISM AND MEDIA PRACTICE
The Journalism specialisation in this degree offers an exciting opportunity to prospective journalists and media practitioners to immerse themselves in the business of news and information gathering. Not only will you get to develop the skills and practices needed to excel in a modern, digitalised newsroom, you will also be exposed to the different types of news reporting and writing. Here in Taylor's School of Communication, we are committed towards incorporating a multi-skilled approach – academically and practically – to ensure you have what employers in the 21st-century news media environment are looking for.
PUBLIC RELATIONS
The programme specialisation in Public Relations in this degree programme provides students with in-depth knowledge of public relations and event management and all aspects of planning and promotion, especially in the digital age. This programme aims to produce communication strategists who are able to elevate the image and competitive edge of an organisation through well-integrated PR plans and event campaigns. Students are encouraged to challenge viewpoints, explore creative ideas and concepts, and examine issues from many different perspectives.
General Entry Criteria
A-Level E (3 subjects) Requires a credit in O-Level English – including Higher Secondary School Certificates (HSC) OR
Pass Certificate 4 / Advanced Certificate in relevant field (requires a Credit in O-Level English)
Core Modules
Year 1
Semester 1
Introduction to Mass Communication
Visual Communication
Intercultural Communication
Communication Theory
Life Skills for Success & Well-Being
Millennials in Asia: Team Dynamics and Relationship Management
Semester 2
Innovative Media
Media Writing
Research Methods
Interactive Media
Social Innovation Project
Semester 2.5
New Media and Society
Penghayatan Etika dan Peradaban (Local) / Bahasa Melayu Komunikasi 2 (International)
Year 2
Semester 3
Specialisation 1 (S1)
Specialisation 2 (S2)
Specialisation 3 (S3)
Chinese Language 1
Chinese Language 2
Semester 4
Specialisation 4 (S4)
Specialisation 5 (S5)
French - Basic
Food Media
Social Media for Events
Semester 4.5
Falsafah dan Isu Semasa
Any specialisation module from another specialisation
Year 3
Semester 5
Media Law & Ethics
Research Project
Specialisation 6 (S6)
FINAL PROJECT - Specialisation 7 (S7)
Semester 6
Internship
SPECIALISATION OPTIONS:
ADVERTISING & BRAND MANAGEMENT
S1 - Advertising Fundamentals
S2 - Strategic Copywriting
S3 - Brand Management
S4 - Creative Design for Advertising
S5 - Corporate Identity and Branding Design
S6 - Media Planning and Analysis
S7 - Advertising and Brand Management Collaborative Project
DIGITAL MEDIA PRODUCTION
S1 - Narrative Writing
S2 - Digital Moving Image
S3 - Digital Animation and Compositing
S4 - Visual Storytelling
S5 - Audience Studies
S6 - Trends in New Media
S7 - Digital Media Creative Project
JOURNALISM AND MEDIA PRACTICE
S1 - Journalism Fundamentals
S2 - Newsgathering and Writing
S3 - Narrative Journalism
S4 - Broadcast Journalism
S5 - Activism and the Media
S6 - New Media Production
S7 - Journalism Professional Practice
PUBLIC RELATIONS
S1 - Public Relations Principles
S2 - Promotional Writing
S3 - Publicity and Media Relations
S4 - Crisis Management
S5 - Organisational Communication
S6 - International Public Relations
S7 - Public Relations Events Consultancy / Public Relations Consultancy
- Course Fee: MVR 5,150 per month x 36 months
(MVR 3,650 per month under the government free degree scheme) Upon successful completion of this programme participants will be able to;
Demonstrate professional competence in terms of theories, concepts and practices in the field of media and communication.
Create a variety of media and communication strategies and campaigns across diverse cultural, political and economic situations.
Deliver effective creative media and communication concepts and strategies through visual, verbal or written presentation methods that are relevant to different types of projects.
Produce transferable visual, written and verbal skills and adaptive and resilient behaviour required for competent professional communication in the media and communication sector
Self-regulate emotions through skillful management of one’s personal goals, intentions, responses and behaviour while complying with the professional standards of moral, ethical and legal conduct in the media and communication practice.
Establish collaborations that foster positive relationships through impactful communication programmes and collaterals for a variety of markets in diverse cultural, political and economic situations.
Display entrepreneurial resourcefulness and prudence in assuming risk through the strategic development of media content to address real-world problems.
Show evidence of cultural awareness, social responsibilities, and ethical values within the global media and communication sectors.