Handbook

This program structure applies to students commencing in 2019. If you commenced prior to 2019 please consult the Handbook for the year in which you started.

The UNSW Bachelor of Media (Public Relations and Advertising) aims to equip you with professional skills suitable for taking up roles in contemporary Australian and international public relations and advertising contexts. During the program, you will examine the role and responsibilities of persuasive communication in a democratic society and learn how to add value through engagement in social and environmental innovation and enterprise. The program offers opportunities to reflect critically upon how vocational skills operate within, and are mediated by, political, economic, mediatised and social discourses and the dynamics of industry, governments, markets, consumer cultures, valuing regimes and society. Skills in modes of professional communication including informative, persuasive, political, creative, promotional, digital, and interpersonal discourse are developed. The program also aims to help you develop an in-depth understanding of how to engage ethically with publics, audiences and communities; engage creatively with communication concepts and production technology; and engage professionally with organisational practices. When you graduate you will have expertise in a range of communication skills, but more importantly, will be able to contribute to, evaluate and intervene in, emerging practices; and, thus, be able to take leading roles in rapidly changing media industries.

The UNSW BMedia (PR&A) can be completed full-time in Single mode (normally 3 years), in Dual mode (the equivalent of two years full-time study) or part-time. It has a depth component and a breadth component. If you are enrolled in Single mode you do both the depth and breadth component while in Dual mode you only complete the depth component.