Bachelor of Communication

2023 Deakin University Handbook

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Year	2023 course information
Award granted	Bachelor of Communication
Course Map	This course map is for new students commencing from Trimester 1 2023. This course map is for new students commencing from Trimester 2 2023. Course maps for commencement in previous years are available on the Course Maps webpage or please contact a Student Adviser in Student Central.
Campus	Offered at Burwood (Melbourne), Waurn Ponds (Geelong)
Online	Yes
Duration	3 years full-time or part-time equivalent
CRICOS course code	109272D Burwood (Melbourne), Waurn Ponds (Geelong)
Deakin course code	A318
Approval status	This course is approved by the University under the Higher Education Standards Framework.
Australian Qualifications Framework (AQF) recognition	The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 7.
The first available intake into this course will be Trimester 1, 2023

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’ll 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’ll create persuasive messages that move people to action.

You’ll develop specialised industry skills, with the option to major in the following areas:

- advertising

- digital and social media

- journalism

- public relations.

Along with your major, you’ll 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 Communications at Deakin you’ll 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’ll be encouraged to explore new mediums and utilise the latest technology to create high-impact content.

You'll learn what the modern media industry looks like, executing digital strategies with the latest communication technologies. Some of the key areas you’ll 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’ll 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’ll 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 play 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.

Fees and charges

Fees and charges vary depending on your course, the type of fee place you hold, your commencement year, the units you choose and 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.

Use the Fee estimator to see course and unit fees applicable to your course and type of place. Further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods is available on our Current students fees website.

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 qualify for the award of Bachelor of Communication, a student must complete 24 credit points including:

3 credit points of communication thematic core units
3 credit points of employability sequence units

Plus either:

2 major sequences of at least 8 credit points

1 major sequence of at least 8 credit points plus 1 minor sequence of at least 4 credit points

Remaining credit points may be used to undertake elective units or to undertake an additional minor sequence.

One major must be taken from the majors offered in the degree in which you are enrolled. The other major and minor sequences may be taken from Bachelor of Creative Arts, Bachelor of Design, or Bachelor of Film Television and Animation major or minor sequences.

Students must also ensure that they have met the following course rules to be eligible to graduate with a Bachelor of Communication:

a maximum of 10 credit points at level 1
a minimum of 6 credit points at level 3
AAI018 Academic Integrity (0-credit-point compulsory unit)

A major or minor sequence is a group of units in a particular area of study taken over the three levels of your course. Each unit is usually worth 1 credit point.

A major sequence is made up of 8 credit points, and a minor sequence is made of 4 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.

Major sequences

Area of Study	Availability	Sequence Notes
Advertising	Burwood (Melbourne), Online	Incompatible with the Creative Advertising and Strategic Advertising minor sequences
Digital and Social Media	Burwood (Melbourne), Online	Incompatible with the Digital Media and Social Media minor sequences
Journalism	Burwood (Melbourne), Waurn Ponds (Geelong), Online	Incompatible with the Journalism minor sequence
Public Relations	Burwood (Melbourne), Waurn Ponds (Geelong), Online	Incompatible with the Public Relations minor sequence

Please check the rules of each major 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.

Minor sequences

Area of Study	Availability	Sequence Notes
Creative Advertising	Burwood (Melbourne), Online	Incompatible with the Advertising major sequence
Digital Media	Burwood (Melbourne), Online	Incompatible with the Digital and Social Media major sequence
Indigenous Studies	Online	Nil
Integrated Communication	Burwood (Melbourne), Online	Incompatible with the Advertising and Public Relations major sequences
Journalism	Burwood (Melbourne), Waurn Ponds (Geelong), Online	Incompatible with the Journalism major sequence
Photojournalism	Burwood (Melbourne)	Nil
Public Relations	Burwood (Melbourne), Waurn Ponds (Geelong), Online	Incompatible with the Public Relations major sequence
Social Media	Burwood (Melbourne), Online	Incompatible with the Digital and Social Media major sequence
Strategic Advertising	Burwood (Melbourne), Online	Incompatible with the Advertising major sequence

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

Communication 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 (major)

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'll develop real-world skills and craft content for variety of advertising disciplines and platforms including print, digital, audio and video. You'll 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'll be set up for a successful and versatile career.

From year one, you'll 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

Note: Incompatible with the Creative Advertising and Strategic Advertising minor sequences

Digital and Social Media

Unit set code

MJ-A318002 (major)

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'll 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'll create compelling content that drives results. You'll 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 andthe 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

Note: Incompatible with the Digital Media and Social Media minor sequences

Journalism

Unit set code

MJ-A318003 (major)

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'll understand how to produce news and features with impact. Learn to engage, entertain and inspire audiences in print, online, video and audio platforms.

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

You'll have the opportunity to gain an insider's perspective, with internships available through Deakin's industry partners. You'll 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

News Production Workshop 1

ALJ331

News Production Workshop 2

Note: Incompatible with the Journalism minor sequence

Public Relations

Unit set code

MJ-A318004 (major)

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'll 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'll 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, Advocacy and Public Opinion

ALM216

Social Media Strategy

ALR301

Public Relations Campaigns

ALR376

Ethics, Persuasion and Society

Note: Incompatible with the Public Relations minor sequence

Details of minor sequences

Creative Advertising

Unit Set Code

MN-A318005 (minor)

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

Note: Incompatible with the Advertising major sequence

Digital Media

Unit set code

MN-A318006 (minor)

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 (minor)

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

Plus 1 unit selected from:

IND301

Politics of Resistance in Indigenous Australia

IND302

Working Alongside Aboriginal Communities

Integrated Communication

Unit set code

MN-A318007 (minor)

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

Note: Incompatible with the Advertising and Public Relations major sequences

Journalism

Unit set code

MN-A318003 (minor)

Campuses

Burwood (Melbourne), 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’ll 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’ll produce news, current affairs and feature packages with impact. You’ll grow your entrepreneurial mindset, from pitching story ideas to promoting the finished product on social media. You’ll 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

News Production Workshop 1

Note: Incompatible with the Journalism major sequence

Photojournalism

Unit set code

MN-A318008 (minor)

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 (minor)

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, Advocacy and Public Opinion

ALR376

Ethics, Persuasion and Society

Note: Incompatible with the Public Relations major sequence

Social Media

Unit set code

MN-A318009 (minor)

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

Note: Incompatible with the Digital and Social Media major sequence

Strategic Advertising

Unit set code

MN-A318010 (minor)

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

Note: Incompatible with the Advertising major sequence

Other course information

Course duration - additional information

Course duration may be affected by delays in completing course requirements, such as accessing or completing work 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.