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Bachelor of Media and Communication/Bachelor of Applied Innovation
Majoring in Public Relations
60.0
Choose your major
Advertising
Gain vital skills to succeed in the creative world of advertising. Explore effective design and strategy, advertising development and implementation. Create ads that hit the mark with audiences.
Cinema and Screen Studies
Explore the wide variety of film and TV genres, industry perspectives, and production styles. Benefit from a range of industry links with leading Screen Culture organisations.
Creative Writing and Publishing
Gain an understanding of creative text and popular culture in literature. Develop models for your own writing and critiquing skills in literature, while exploring subjects such as self and society.
Immersive Media
Learn how to develop content for the future of entertainment, business and advertising with a major in immersive media. Engage in 360, VR (Virtual Reality), AR (Augmented Reality), and MR (Mixed Reality) interactive experiences.
Journalism
Combine traditional journalistic skills with online publishing and multimedia production. Learn the skills required for interacting with audiences, social networking and building online communities.
Public Relations
Influence the public perception of an organisation through engaging content, targeted messaging and strategic campaigns. This degree is accredited by the Public Relations Institute of Australia.
Social Media
Gain a comprehensive understanding of social media platforms within social, cultural and industry contexts. Learn how to analyse new and emerging media technologies and drive their use and innovation across industry.
Overview
Innovation meets media and communication in this next-gen double degree. Dive into diversity. Investigate the influence of social networking data, ownership and privacy, automated media, the digital economy, and more in our Bachelor of Media and Communication / Bachelor of Applied Innovation. Pair it with hackathons, industry projects and innovation sprints. Emerge ready to drive positive change.
Timely applications close soon
State-of-the-art facilities. Innovation in every course. Finding your people. Make Swinburne your #1 VTAC preference before Timely applications close Monday 30 September.
Your major
Public Relations
Understand how to influence and manage the public perception of an organisation.
Learn to effectively communicate with a chosen target audience through the production of engaging content, targeted messaging and strategic campaigns. Along with writing skills and event management, you will develop an understanding of new media, digital marketing and crisis communication.
This degree is professionally accredited by the Public Relations Institute of Australia.
Your industry experience
Bolster your CV with real industry experience while you study through our Work Integrated Learning programs – a guaranteed part of all our bachelor degrees. This can include placements, internships or industry-linked projects.
Skills you’ll learn
- Project management
- Strategic communication planning
- Critical and analytical thinking
- Creative problem-solving
- Adaptability
- Presenting
Your career opportunities
- Public relations officer
- Crisis manager
- Communications officer
- Innovation consultant
- Strategic designer
- Fundraising and sponsorship coordinator
Key codes
International student visa
International students in Australia who hold student visas are required to study full-time and on campus. Courses that are taught entirely online are only available to international students studying outside Australia or those in Australia who are not on a student visa. Online courses are not available to international students in Australia who hold a student visa.
Professional accreditations
Why Swinburne?
Top 200 for communication
#1 in Melbourne for overall experience
Advertising students win 2022 Annual Advertising Capstone Challenge (ACC)
Qualifications
One of the following:
- successful completion of the Victorian Certificate of Education (VCE) or its equivalent, such as an interstate or international Year 12 qualification
- completion or partial completion of an approved tertiary qualification (including certificates IV (completed), diplomas, advanced diplomas, associate degrees and degrees).
Applicants without a formal qualification may be considered for entry if they have significant and relevant work experience and/or upon completion of the Special Tertiary Admissions Test.
ATAR Guaranteed Entry Score
60.0
You’ll be guaranteed a place in this course if you meet or exceed the ATAR Guaranteed Entry Score, provided you meet the course prerequisites.
If your ATAR is below the guaranteed entry score, you can still be offered a place as your ATAR may be adjusted based on subject bonuses, equity schemes or other factors. Use the above ATAR as a guide on your eligibility, and see the course handbook page for more information on entry requirements.
One of the following:
- successful completion of the Victorian Certificate of Education (VCE) or its equivalent, such as an interstate or international Year 12 qualification
- completion or partial completion of an approved tertiary qualification (including certificates IV (completed), diplomas, advanced diplomas, associate degrees and degrees).
Applicants without a formal qualification may be considered for entry if they have significant and relevant work experience and/or upon completion of the Special Tertiary Admissions Test.
Course prerequisites
- VCE Units 3 and 4: a minimum study score of 25 in any English (except EAL) or 30 in English as Alternate Language (EAL) or equivalent
- VCE Units 3 and 4: a minimum study score of 25 in any English (except EAL) or 30 in English as Alternate Language (EAL) or equivalent
Admission requirements
Meeting the minimum entry requirements for the course does not guarantee an offer of a place. Check admission requirements for general information about the admission process.
English language requirements
Satisfactory completion of one of the following:
- IELTS overall band of 6.0 (Academic Module) with no individual band below 6.0
- Swinburne’s English for Academic Purposes (EAP 5 Advanced level) with overall 65%, all skills 65% or above
- or equivalent measures available at English language requirements.
Need to undertake an English assessment for entry?
A prerequisite for many courses, the Pearson Test of English (PTE Academic) can now be done at our Hawthorn campus.
Credit transfer
Credit is granted in recognition of previous study and/or experience and allows students to gain advanced standing towards their course. Applicants are assessed on a case-by-case basis.
Recognition of prior learning
Recognition of Prior Learning (RPL) allows students to gain credit (advanced standing) towards their course in recognition of skills and knowledge gained through work experience, life experience and/or formal training. Applicants are assessed on a case-by-case basis.
Apply for a pathway course
Pathways allow students to progress from one qualification to another where the first course is recognised as an entry requirement and/or provides credit (advanced standing) to the second.
How credit points work
Successful completion of the Bachelor of Media and Communication / Bachelor of Applied Innovation requires students to complete units of study to the value of 400 credit points. All units of study are valued at 12.5 credit points unless otherwise stated.
What your course could look like
Units are listed in a proposed sequence. However this can be amended depending on unit availability, prerequisite requirements and the semester in which you commenced your course.
Units of study | Unit code |
---|---|
Core units | |
Introduction to Media Studies
Core unit, 12.5 credit points |
MDA10001 |
Global Media Industries
Core unit, 12.5 credit points |
MDA10008 |
Communicating with Data
Core unit, 12.5 credit points |
MDA10012 |
Content Creator Lab
Core unit, 12.5 credit points |
MDA10018 |
Professional Communication Practice
Core unit, 12.5 credit points |
COM10007 |
Media Content Creation
Core unit, 12.5 credit points |
JOU10007 |
Major units (Public Relations) | |
Introduction to Public Relations Theory and Practice
Major unit, 12.5 credit points |
PUB10001 |
Professional Communication Practice
Major unit, 12.5 credit points |
COM10007 |
Public Relations Writing
Major unit, 12.5 credit points |
PUB20003 |
Global Public Relations Practice
Major unit, 12.5 credit points |
PUB20001 |
Issues, Crisis and Risk Communication
Major unit, 12.5 credit points |
PUB20004 |
Events Management
Major unit, 12.5 credit points |
PUB30001 |
PR Campaign Planning and Management
Major unit |
PUB30004 |
Media and Communications Industry Project
Major unit, 12.5 credit points |
MDA30020 |
Units of study | Unit code |
---|---|
Core units | |
Exploring Creativity and Innovation
Core unit, 12.5 credit points |
INV10001 |
Fundamentals of Innovation Practice
Core unit, 12.5 credit points |
INV10002 |
Innovation Sandpit
Core unit, 12.5 credit points |
INV10003 |
Responsible Innovation Futures
Core unit, 12.5 credit points |
INV10004 |
Innovation for Challenges of Today
Core unit, 12.5 credit points |
INV20001 |
Innovation for the Future
Core unit, 12.5 credit points |
INV20002 |
Applied Innovation Internship
Core unit, 12.5 credit points |
INV20003 |
Applied Innovation Studio A
Core unit, 25.0 credit points |
INV30001 |
Applied Innovation Studio B
Core unit, 25.0 credit points |
INV30002 |
Leadership and Facilitation of Innovation
Core unit, 12.5 credit points |
INV30003 |
Want to see the full range of electives?
Learn about all the electives you can take in the course handbook.
Units of study | Unit code |
---|---|
Option 1 | |
Work Experience In Industry A
Academic unit, 25.0 credit points |
WEI20001 |
Integrated Professional Placement A - Media and Communication
Practical unit, 25.0 credit points |
MDA20016 |
Work Experience in Industry B
Academic unit, 25.0 credit points |
WEI20002 |
Integrated Professional Placement B - Media and Communication
Practical unit, 25.0 credit points |
MDA20017 |
2024 fees
Yearly fee* ($AUD)
$16,323
Total fee* ($AUD)
$65,292
2024 fees
Yearly fee* ($AUD)
$37,240.00
Fees are estimates only
The student tuition fees as published are subject to change given individual circumstances at enrolment. These fees apply to 2024 unit enrolments for HE Commonwealth Supported Place (CSP) and Undergraduate Full Fee Paying (FFP) only and may change for units studied in future years. If part-time study is permitted, annual fees will be proportionally lower based on the number of units taken per semester.
Fees are estimates only
The indicative course fees shown apply to international students for the relevant year only. They are based on a standard study load per year. However, please note that fees are assessed according to a student's study load in each semester, and variation to study load will result in an adjustment to tuition fees. International tuition fees are generally inclusive of Student Services and Amenities Fee (SSAF). All fees are subject to annual review and may be adjusted.
How do I pay my fees?
HECS-HELP is a loan and discount scheme available to you if you are eligible and enrolled in a Commonwealth supported place. A HECS-HELP loan can cover all or part of your contribution amount. You can also choose to pay your fees up front.
International students need to pay tuition fees up-front by the relevant due date. You can find the due dates on your Statement of Account.
To pay your fees:
- log in to My Financials
- check your Australian bank account details are correct
- check your Statement of Account to see how much you owe
- pay using your preferred payment method.
Eligibility for HECS-HELP
You are eligible for a HECS-HELP loan if you have been offered a Commonwealth Supported Place (CSP) for an undergraduate degree at Swinburne or a UniLink course, and you:
- are an Australian citizen and doing at least one unit of your course in Australia; or
- hold a permanent humanitarian visa and will be living in Australia for the duration of your course; or
- hold a New Zealand Special Category visa and meet the special eligibility requirements for New Zealand citizens.
Student services and amenities fee
This funding serves to improve the student experience at Swinburne. You may use many or just some of the services and amenities that the fee provides.
The fee shown in the capped amount for 2024.
This funding serves to improve the student experience at Swinburne. You may use many or just some of the services and amenities that the fee provides.
This amenities fee is included within your annual tuition fee listed above. The fee shown in the capped amount for 2024.
Please refer to the Student Services Amenities Fee page for more information.
SSAF fee* ($AUD)
$351.00
SSAF fee* ($AUD)
$351.00
Scholarships
Scholarship applications for 2024 are open. Scholarships at Swinburne are about providing opportunity, promoting equity and recognising excellence and achievement. We want you to reach your potential and achieve your life and career goals.
Our handy guide will assist you to gather documents for your application.
When you apply for a Swinburne course, we automatically consider you for an international scholarship of up to 20 per cent off your course fees – no separate application required! Just apply for your Swinburne course of choice and when we review your course application, we will also assess you for an international scholarship.
Professional placement fees
Students who participate in a six- or 12-month professional placement will be subject to an increase in total course fees.
Apply through an agent
Most international students use an education agent to help them through the application process. Swinburne has agents all over the world that can help you with your application to study. Search for a Swinburne representative in your country. If your country is not listed, please contact us.
Apply directly
Ready to take on a new challenge and reach your academic goals? If you already know which course you want to study and understand the entry requirements, what are you waiting for? Apply online! Remember, you cannot apply direct if you have an active VTAC application.
Apply through VTAC
International students currently studying Year 12 in Australia must apply through VTAC. VTAC is the central office that administers the application processes for places in tertiary courses, scholarships and the Special Entry Access Scheme at universities, TAFEs and independent tertiary colleges in Victoria.
VTAC is the central office that administers the application processes for places in tertiary courses, scholarships and the Special Entry Access Scheme at universities, TAFEs and independent tertiary colleges in Victoria.