Bachelor of Communication

2024 Deakin University Handbook

Year	2025 course information
Award granted	Bachelor of Communication
Deakin course code	A318
Faculty	Faculty of Arts and Education
Campus	Offered at Burwood (Melbourne), Waurn Ponds (Geelong)
Online	Yes
Duration	3 years full-time or part-time equivalent
Course Map - enrolment planning tool	This course map is for new students commencing from Trimester 1 2025. Course maps for commencement in previous years are available on the Course Maps webpage or please contact a Student Adviser in Student Central.
CRICOS course code	109272D Burwood (Melbourne), Waurn Ponds (Geelong)
Australian Qualifications Framework (AQF) recognition	The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 7

Course sub-headings

Course overview

In a complex and changing world, effective communication is one of the most powerful tools to connect with people, pursue truth and inspire change. When you study a Bachelor of Communication at Deakin, you will learn how to craft content that resonates with your audience across print, digital, audio and video platforms. Whether you’re breaking a critical news story, writing a press release, creating a national campaign or running a high-profile event, you will create persuasive messages that move people to action.

You will develop specialised industry skills, with the option to major in advertising, digital and social media, journalism or public relations.

Along with your major, you will personalise your degree with minors in complementary study areas, like integrated communication, creative advertising, photojournalism, Indigenous studies and more.

Want to turn your passion for words into a meaningful career?

Learn how the principles of ethical communication and technology apply in the modern media landscape and develop the critical thinking and practical production skills to target key audiences effectively. Harness your passion for creativity, communication, and visual language to shape public opinion and thrive across a wide range of roles in the rapidly evolving media and communications sector.

How we communicate has the unique power to connect, teach and inspire change. When you study a Bachelor of Communication at Deakin you will master your craft, utilising creative practice and technology to shift public perception and make an impact on the world around you. You’ll explore and utilise different communication mediums, developing specialist skills on your journey to becoming a well-rounded and in-demand communications professional.

As technology and new trends transform culture, organisations and the media landscape, you will be encouraged to explore new mediums and utilise the latest technology to create high-impact content.

You will learn what the modern media industry looks like, executing digital strategies with the latest communication technologies. Some of the key areas you will explore:

implementing social and digital media content strategies
how to engage audiences with podcasts and videos
strategic communication planning for advertising, digital and public relations
campaigns copywriting and ideation
creating inspiring campaigns or events and managing reputations

Our accomplished industry practitioners will inspire and support you on your journey towards building a sustainable creative career doing what you love. You will spend your days learning in speciality spaces – from our industry-standard newsroom to the studio – shining a light on stories that matter.

The combination of practical assessments, industry events and internship opportunities mean you will graduate with a portfolio of work and a strong network ready to thrive in your future career. Develop the leadership skills and entrepreneurial mindset to manage projects and drive engagement with audiences.

Our flexible approach allows you to personalise your learning to your interests and future career and study in a way that suits you. Feel encouraged to fit your learning in with your busy life, whether you want to slow down or speed up your studies, study on-campus or online.

Study a Bachelor of Communication and work towards a future career that challenges and excites you.

Professional recognition

The Bachelor of Communication (Public Relations Major) will be undergoing accreditation by the Public Relations Institute of Australia (PRIA). Graduates will then be eligible for accelerated membership of the PRIA, ensuring you remain connected and up to date with current industry standards.

Career opportunities

With humans constantly processing more information than ever before, communication plays a pivotal role in shaping what people care about. Clear and compelling communication is an influential tool that is highly sought-after across sectors and industries, impacting everything from public opinion, education, politics and social justice issues.

When you study a Bachelor of Communication, you walk away with a diverse range of in-demand and highly transferrable skills that employers are looking for.

You’ll have the critical skills to work across industries, worldwide. Your future career could see you working in private, public, or non-profit sectors, be it a newsroom, a top agency or digital start-up, or even as an entrepreneurial self-starter. Our graduates go on to excel in roles such as:

account manager
advertising art director
brand specialist
copywriter
digital creative
digital marketer or media specialist
editor
journalist
marketing communications strategist
media researcher or planner
public relations professional
publisher
social media manager

For more information go to DeakinTALENT.

Participation requirements

Reasonable adjustments to participation and other course requirements will be made for students with a disability. More information available at Disability support services.

Mandatory student checks

Any unit which contains work integrated learning, a community placement or interaction with the community may require a police check, Working with Children Check or other check.

Pathways

Further studies are available at Honours and Postgraduate level. Many students choose to enter into the Bachelor of Communication (Honours) or the Master of Communication.

Articulated courses

Bachelor of Communication (Honours) (A451)
Bachelor of Creative Arts (Honours) (A450)
Bachelor of Film, Television and Animation (Honours) (A452)

Course Learning Outcomes

Deakin Graduate Learning Outcomes	Course Learning Outcomes
Discipline-specific knowledge and capabilities	Evaluate and apply knowledge of media and communication theories, frameworks, ecosystems, and creative practices to provide solutions to real-world contexts.
Communication	Work creatively, and professionally in written, oral, and multimedia formats to communicate with stakeholders, to achieve defined outcomes and to engage target media audiences.
Digital literacy	Locate, gather, synthesise, produce, and publish information using industry-standard software across a range of media forms and platforms to inform and engage diverse audiences.
Critical thinking	Exercise intellectual curiosity, reflexive self-awareness, and ethical judgement to critically analyse and evaluate data and information to inform decisions about communication and media industry practices.
Problem solving	Respond to complex and unpredictable challenges and situations that arise in a professional context and devise pragmatic and creative media and communication solutions that are strategic, legal, and ethical.
Self-management	Recognise and exhibit actions consistent with principles of autonomy, responsibility and accountability required to work effectively as a communication professional in a range of contexts.
Teamwork	Collaborate respectfully and effectively in a timely way with people from different backgrounds and disciplines to foster successful relationships and achieve shared goals.
Global citizenship	Apply relevant industry frameworks to inform ethical decision making that is respectful and inclusive of Indigenous voices and diverse cultures, and demonstrates an awareness of civic and social responsibility.

Approved by Faculty Board February 2022

Course rules

To complete the Bachelor of Communication students must pass 24 credit points and meet the following course rules to be eligible to graduate:

DAI001 Academic Integrity and Respect at Deakin (0-credit-point compulsory unit) in their first study period
3 credit points of Thematic core units
3 credit points of Employability sequence units
one of:
- 2 majors (8 credit points each). At least one major must be chosen from the Communication majors
- 1 major (8 credit points) from the Communication majors, plus 1 minor (4 credit points)
remaining credit points which may comprise of:
- 1 additional minor
- open electives
- a combination of the above
a maximum of 10 credit points at level 1
a minimum of 6 credit points at level 3

Students are required to meet the University's academic progress and conduct requirements. See the enrolment codes and terminology to help make sense of the University’s vocabulary.

Majors

All Bachelor of Communication students are required to complete at least one major sequences from the following list:

Bachelor of Communication major sequences

Students may choose to complete a second major sequence from the following list:

School of Communication and Creative Arts major sequences

^UX refers to User Experience

Please check the rules of each major sequence to see which units you need to complete to achieve the required credit points.

Refer to the details of each major sequence availability and sequence notes relating to incompatibility.

Minors

~Only available to students who commenced prior to 2024

^UX refers to User Experience

Please check the rules of each minor sequence to see which units you need to complete to achieve the required credit points.

Students are advised to refer to the details of each major or minor sequence for availability as some may be offered in campus and/or online mode only.

Course structure

Thematic Core

ACC100

Gutenberg to Zuckerberg: Communication in Everyday Life

ACC213

Dilemmas, Defamation, Deception and Disinformation

ACC310

Communication Futures

Employability sequence

AWL100

Your Future Direction

Plus 1 credit point from:

AWL200

Leadership and Transformation

AWL201

Communication and Persuasive Presentation

AWL202

Entrepreneurial Mindset

AWL203

Expand Your Experience

Plus 1 credit point from:

AWL300

Internship

AWL301

Enhance Your Experience

AWL302

Your Professional Story

Work experience

Prepare for your future by getting real world experience and the employability skills to succeed, while completing your degree. The Employability Stream is tailored to support you to be future ready. Deakin’s suite of Work Integrated Learning programs can connect you with internships, social impact programs and opportunities to extend your skills in settings across the globe.

Elective units may also provide additional opportunities for Work Integrated Learning experiences.

Details of major sequences

Advertising

Unit set code

MJ-A318001

Students undertaking the Advertising major sequence (MJ-A318001) cannot undertake the Creative Advertising minor sequence (MN-A318005) or Strategic Advertising minor sequence (MN-A318010)

Campuses

Burwood (Melbourne), Online

Overview

To the visionaries and big thinkers. Are you ready to turn those qualities into a fulfilling career? Now you can with Deakin's Bachelor of Communication, majoring in Advertising.

In this major you will develop real-world skills and craft content for variety of advertising disciplines and platforms including print, digital, audio and video. You will also develop brand communication strategies for real projects, experiment with future-focused approaches to brand communication and critically evaluate the role and impact of advertising on society. With a focus on understanding your audience and analysing message effectiveness, you will be set up for a successful and versatile career.

From year one, you will connect with advertising professionals. You can also build valuable industry experience interning at an advertising agency, in-house brand or creative team.

Career outcomes

Pursue a career in agencies, or work in-house in the commercial, corporate, government and not-for-profit sectors. Deakin graduates are working in roles such as:

Account manager
Advertising art director
Brand specialist
Copywriter
Digital creative
Digital marketer or media specialist
Marketing communications
Media researcher
Media planner
Social media director
Transmedia content developers.

Units

To complete a Major sequence in Advertising complete the eight (8) units as specified below

ALA101

Advertising Principles and Practices

ALA102

Creative Brand Communication

ALA201

Art Direction and Visualisation

ALA202

Copywriting and Ideation

ALA203

Integrated Brand Communication

ALA205

Creative Advertising Projects

ALA302

Transmedia Storytelling for Brands

ALA304

Creative Advertising Campaigns

Digital and Social Media

Unit set code

MJ-A318002

Students undertaking the Digital and Social Media major sequence (MJ-A318002) cannot undertake the Digital Media minor sequence (MN-A318006) or Social Media minor sequence (MN-A318009)

Campuses

Burwood (Melbourne), Online

Overview

Do you get a kick from influencing the crowds and setting industry trends? If so, Deakin's Bachelor of Communication, majoring in Digital and Social Media is for you.

You will build practical skills by creating a portfolio filled with podcasts, videos, infographics and more. Building your entrepreneurial mindset - and your personal brand - from day one. By developing your expertise and confidence in problem-solving, teamwork and collaboration - while building a deep understanding of data and analytics - you will create compelling content that drives results. You will get access to virtual and augmented realities along with artificial intelligence and gamification.

Be exposed to opportunities to connect to industry through industry events, internships and networking with online communities and professionals.

Career outcomes

Digital and social media work spans a diverse range of industries and organisations, from multimedia business to content creation in health organisations, museums, sporting clubs and the broader entertainment industries. Deakin graduates work in the following roles:

Social media manager
Content creator
Digital producer
Brand manager
Media advisor
Community engagement officer
Social media marketing analyst
Various social media specialist freelance work.

Units

To complete a Major sequence in Digital and Social Media complete the eight (8) units as specified below

Making Social Media

Making Video

Gamified Media

Quantified Media

Global Media

Social Media Strategy

ALM302

Digital Media Entrepreneurship

ALM305

Media Ecologies

Journalism

Unit set code

MJ-A318003

Students undertaking the Journalism major sequence (MJ-A318003) cannot undertake the Journalism minor sequence (MN-A318003)

Campuses

Burwood (Melbourne), Waurn Ponds (Geelong), Online

Overview

Put yourself in a position to change public perception with Deakin's Bachelor of Communication, majoring in Journalism.

A truly hands-on learning experience, this course will give you a taste of the fast-evolving news and media industry. With access to specialist newsrooms and industry-standard equipment, you will understand how to produce news and features with impact. Learn to engage, entertain and inspire audiences in print, online, video and audio platforms.

You will build a rich portfolio by unearthing stories, sourcing interviews and writing and producing news packages for Deakin's journalism publication, DScribe.

You will have the opportunity to gain an insider's perspective, with internships available through Deakin's industry partners. You will be job-ready for a broad range of professional journalist environments.

Career outcomes

The demand for writers in the workforce is increasing with a 7.1% projected employment growth in the next five years (National Skills Commission projections to 2026). Our graduates work in-house or freelance for print, radio, television and multimedia newsrooms. They also work in business, government and the not-for-profit sector, taking up roles as:

Journalists
News presenters
Reporters
Copywriters
Content creators
Editors
Digital content managers
Media and communication advisers.

Units

To complete a Major sequence in Journalism complete the eight (8) units as specified below

ALJ111

Introduction to Journalism

ALJ112

News Reporting

ALJ216

Feature Writing

ALJ218

Podcasting and Audio Journalism

ALJ221

Video Journalism

ALJ222

From the Fourth Estate to Fake News

ALJ330

Developing a Journalism Portfolio 1

ALJ331

Developing a Journalism Portfolio 2

Note: Incompatible with the Journalism minor sequence

Public Relations

Unit set code

MJ-A318004

Students undertaking the Public Relations major sequence (MJ-A318004) cannot undertake the Public Relations minor sequence (MN-A318004) or Public Relations Strategy minor sequence (MN-A318011)

Campuses

Burwood (Melbourne), Waurn Ponds (Geelong), Online

Overview

See yourself as a strategic thinker and adaptive communication expert?

Then Deakin's Bachelor of Communications, majoring in Public Relations, is for you.
In this major, you will learn how to protect brands and their reputations - engaging in key areas such as event management and campaigns, social media, media relations, strategic planning, communication and crisis management.

You will connect with industry professionals Work with actual clients on real-life problems. Graduate with a divers and rich portfolio of PR work.

And because Deakin fosters strong relationships throughout the sector, you will have access to exciting internships and international study options.

Career outcomes

Your future career could take you to private or public sectors, the newsroom, a top agency or digital start-up, or even as an entrepreneurial self-starter. Our graduates go on to excel in roles like:

Public relations manager
Brand and social media manager
Account executive
Advertising copywriter
Digital content coordinator
Event management officer
Government relations officer
Marketing and communications coordinator
Media relations advisor.

Units

To complete a Major sequence in Public Relations complete the eight (8) units as specified below

ALR103

Introduction to Public Relations

ALR104

Strategic Communication and Writing

ALR210

Media Relations Strategy

ALR213

Issues, Crisis, and Risk Communication

ALR214

Lobbying and Advocacy

ALM216

Social Media Strategy

ALR301

Public Relations Campaigns

ALR376

Ethics, Persuasion and Society

Details of minor sequences

Creative Advertising

Unit set code

MN-A318005

Students undertaking the Advertising major sequence (MJ-A318001) cannot undertake the Creative Advertising minor sequence (MN-A318005)

Campuses

Burwood (Melbourne), Online

Overview

Create advertisements and build an advertising campaign using industry-standard equipment and processes that meets the needs of clients. This minor will suit students seeking to complement their studies in fields such as public relations, digital and social media, and marketing.

Units

To complete a Minor sequence in Creative Advertising complete the four (4) units as specified below

ALA102

Creative Brand Communication

ALA201

Art Direction and Visualisation

ALA203

Integrated Brand Communication

ALA304

Creative Advertising Campaigns

Digital Media

Unit set code

MN-A318006

Students undertaking the Digital and Social Media major sequence (MJ-A318002) cannot undertake the Digital Media minor sequence (MN-A318006)

Campuses

Burwood (Melbourne), Online

Overview

Explore how digital media is entwined with our cultural, political, economic and social lives. Throughout the Digital Media minor, you will have opportunities to create content and reflect on your own relationships with pervasive digital tools and platforms and become an active participant and critical consumer of media.

Units

To complete a Minor sequence in Digital Media complete the four (4) units as specified below

Making Social Media

Quantified Media

Global Media

Media Ecologies

Note: Incompatible with the Digital and Social Media major sequence

Indigenous Studies

Unit Set Code

MN-A000074

Campuses

Online

Overview

This minor sequence of Indigenous Studies units will build understanding, recognition and validity of Aboriginal and Torres Strait Islanders' ways of Valuing, Being, Knowing and Doing. Completing this sequence of study will facilitate a deeper understanding of ourselves and Australia's multiple histories to foster productive and meaningful relationships in culturally diverse communities, especially with Aboriginal and Torres Strait Islander Peoples.

Units

To complete a Minor sequence in Indigenous Studies complete four (4) units selected from below

Complete 1 unit from:

IND101

Introduction to Aboriginal Studies

IND102

Aboriginal Australian Stories and Songlines

Plus 2 units selected from:

IND203

Caring for Country

IND204

Australian Aboriginal Holistic Health and Healing

IND205

Global Indigenous Knowledges and Philosophies

IND206

Indigeneity and the Media

Plus 1 unit selected from:

IND301

Politics of Resistance in Indigenous Australia

IND302

Working Alongside Aboriginal Communities

Integrated Communication^

^Only available to students who commenced prior to 2024

Unit set code

MN-A318007

Students undertaking the Advertising major sequence (MJ-A318001) or Public Relations major sequence (MJ-A318004) cannot undertake the Integrated Communication minor sequence (MN-A318007)

Campuses

Burwood (Melbourne), Online

Overview

Brand storytelling and marketing public relations (MPR) help brands with their content marketing with their content marketing by developing engaging content tailored to target audiences. Combining creative thinking with planning frameworks, this minor will help you learn how to plan, write, and integrate content suitable for delivery for short-term campaigns.

Units

To complete a Minor sequence in Integrated Communication complete the four (4) units as specified below

ALR104

Strategic Communication and Writing

ALA203

Integrated Brand Communication

ALM216

Social Media Strategy

ALA302

Transmedia Storytelling for Brands

Journalism

Unit set code

MN-A318003

Students undertaking the Journalism major sequence (MJ-A318003) cannot undertake the Journalism minor sequence (MN-A318003)

Campuses

Burwood (Melbourne), Waurn Ponds (Geelong), Online

Overview

Tell stories that matter and build a portfolio of work to launch your future in the fast-evolving news media industries. Taking a hands-on approach, you will have opportunities to unearth stories, source interviews, and write and produce news packages that engage, entertain and inspire audiences on print, online, video and audio platforms. Make your voice heard on Deakin’s journalism publication, DScribe, and kickstart your career with a sought-after internship with one of our industry partners.

With access to our specialist newsroom and industry-standard equipment on campus or specialising as a mobile journalist from anywhere in the world, you will produce news, current affairs and feature packages with impact. You will grow your entrepreneurial mindset, from pitching story ideas to promoting the finished product on social media. You will be ready for a broad range of careers, from newsrooms, to organisations connecting with customers through story, to an entrepreneurial change maker.

Units

To complete a Minor sequence in Journalism complete the four (4) units as specified below

ALJ111

Introduction to Journalism

ALJ218

Podcasting and Audio Journalism

ALJ222

From the Fourth Estate to Fake News

ALJ330

Developing a Journalism Portfolio 1

Photojournalism

Unit set code

MN-A318008

Campuses

Burwood (Melbourne)

Overview

Document the world around you in meaningful ways. The Photojournalism minor will build your skills as a visual communicator. Combined with feature writing, you will be prepared for careers in documentary photography, fashion, art, sports, editorial and beyond.

Units

To complete a Minor sequence in Photojournalism complete the four (4) units as specified below

ACI102

Digital Photography

ACI204

Photographic Storytelling

ALJ216

Feature Writing

ACI303

Imaging: Post-Production to Print and Screen

Public Relations

Unit set code

MN-A318004

Students undertaking the Public Relations major sequence (MJ-A318004) cannot undertake the Public Relations minor sequence (MN-A318004)

Campuses

Burwood (Melbourne), Waurn Ponds (Geelong), Online

Overview

Public relations plays an important and often unseen role within politics and society. This minor introduces you to less visible areas of public relations and the way organisations adapt to uncertainty through issues management and specialist areas of practice such as lobbying and advocacy. The minor highlights the need for, and use of, ethical frameworks to inform strategic decision-making.

Units

To complete a Minor sequence in Public Relations complete the four (4) units as specified below

ALR103

Introduction to Public Relations

ALR213

Issues, Crisis, and Risk Communication

ALR214

Lobbying and Advocacy

ALR376

Ethics, Persuasion and Society

Public Relations Strategy

Unit set code

MN-A318011

Students undertaking the Public Relations major sequence (MJ-A318004) cannot undertake the Public Relations Strategy minor sequence (MN-A318011)

Campuses

Burwood (Melbourne), Online

Overview

Utilising rich strategic planning processes to support organisations and governments identify audiences, publics, and stakeholders to communicate clear and unified messages across complex and fragmented media, this minor supports students in extending their knowledge of public relations practice through contemporary theory, models, and trends aimed at developing practical applications and building capacity to successfully plan and manage public relations campaigns.

Units

To complete a Minor sequence in Public Relations Strategy complete the four (4) units as specified below

ALR104

Strategic Communication and Writing

ALR210

Media Relations Strategy

ALM216

Social Media Strategy

ALR301

Public Relations Campaigns

Social Media

Unit set code

MN-A318009

Students undertaking the Digital and Social Media major sequence (MJ-A318002) cannot undertake the Social Media minor sequence (MN-A318009)

Campuses

Burwood (Melbourne), Online

Overview

Build your content creation and online communication skills. The Social Media minor focuses on developing your practical skills, preparing you to create and manage multimedia content across multiple platforms, whether it’s growing your own online profile, cultivating a community or developing a communications strategy for your employer or clients.

Units

To complete a Minor sequence in Social Media complete the four (4) units as specified below

ALM101

Making Social Media

ALM201

Gamified Media

ALM216

Social Media Strategy

ALM302

Digital Media Entrepreneurship

Strategic Advertising

Unit set code

MN-A318010

Students undertaking the Advertising major sequence (MJ-A318001) cannot undertake the Strategic Advertising minor sequence (MN-A318010)

Campuses

Burwood (Melbourne), Online

Overview

If you have wondered how brands plan their advertising and promotion campaigns to maximise cross-platform, multichannel impact, this minor should appeal. You will learn how media decisions impact audience responses and brand perceptions, and why advertisers must develop their campaigns to align with branding and promotional strategy.

Units

To complete a Minor sequence in Strategic Advertising complete the four (4) units as specified below

ALA101

Advertising Principles and Practices

ALM216

Social Media Strategy

ALA203

Integrated Brand Communication

ALA302

Transmedia Storytelling for Brands

Course duration

Course duration may be affected by delays in completing course requirements, such as failing of units or accessing or completing placements.

Further information

Student Central can help you with course planning, choosing the right units and explaining course rules and requirements.

Contact Student Central

Other learning experiences

There are opportunities to engage in global mobility (domestic and international) programs including overseas internships and study abroad (subject to offer).

Research and research-related study

Independent research components are embedded across a number of units in this course.

Fees and charges

Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study, and their study discipline or your study load.

Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.

Estimate your fees

For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current students website.