RMIT Bachelor of Communication (Professional Communication) 2015

2015 - 2016

BACHELOR of

COMMUNICATION

(Professional Communication)

BACHELOR OF COMMUNICATION RMIT CODE BP 222 DURATION 3 Years MODE Full time LOCATION Ho Chi Minh City | Hanoi

Overview Success in the exciting world of professional communication today demands solid knowledge, comprehensive skills and extensive experience in two key areas: advertising and public relations.

The Bachelor of Communication (Professional Communication) at RMIT Vietnam prepares you with both the theoretical foundation and practical skills you will need to be a multi-skilled communicator in this burgeoning new industry.

As one of the top 100 providers in communication studies(*), RMIT Vietnam provides you with expertise and knowledge in professional writing and editing, corporate communications, and advertising

along with other key skills within the field of professional communication.

With unique courses that explore both local and global contexts, RMIT Vietnam will prepare you to create, manage and execute contemporary communication strategies and projects with both professional expertise and cultural sensitivity.

RMIT Vietnam partners with top local and regional communication agencies and departments to provide you with the most current materials and industry contacts via guest speaker sessions, field trips, mentors and programexclusive internship opportunities.

The Bachelor of Communication (Professional Communication) combines a multi-cultural team of faculty and industry experts, an internationally focused curriculum and a unique local understanding that will prepare you for work in Vietnam and abroad. * QS World University Rankings by Subject 2012 – Communication Media Studies

The world of business in Vietnam and abroad is rapidly evolving. As organizations and corporations begin to cross international borders and expand to larger global audiences, professional communicators have become key personnel in both the private and public sector. Individuals with expertise and knowledge in public relations and advertising are highly sought after. The Bachelor of Communication (Professional Communication) at RMIT Vietnam produces highly competent graduates with the creative ideas, language skills and business awareness to become internationally competitive professionals in the field of communication. As a graduate from the program, you will be knowledgeable and work-ready for professional roles in Vietnam and overseas, including:

» Public Relations Manager » Advertising Manager » Creative Director » Advertising Copywriter » Web Content Manager » Government Relations Manager » Internal Communications Executive

» External Affairs Director » Guest Relations Supervisor » Hospitality and Tourism Manager » Communications Specialist » NGO Communications Officer » Event Manager » Social Media Planner » Account Manager

GOOD REASONS to take this program

1. Join one of the world’s top 100 providers in communication studies *

2. Prepare to become an active and knowledgeable professional in the dynamic and growing field of communication

3. Develop your understanding and energy for continuous learning in communication roles

4. Engage with a team of international communication experts and industry leaders

5. Acquire work experience in an industry-based internship and other industry engagement activities

* QS World University Rankings by Subject 2012 – Communication Media Studies

What You Will Study 2

1

Introduction to Public Relations

Visual Language

Introduction to Advertising

Specialist Public Relations Practice and Writing

Professional Writing

Communication and Social Relations

Practice and Theory of Creativity

Strategic Public Relations Planning

Public Relations Writing for the Media

Modern Asia

Understanding Advertising Media

Complimentary Skills for PR Practitioners

Each program at RMIT Vietnam comprises courses that are designed to promote one of four learning principles: establish, develop, extend or apply.

These principles guide your academic development and your preparation for positions within your chosen field.

By first undertaking courses that build foundational understanding in your chosen field, you will then have the opportunity to select either elective courses or an established minor to further extend your skills in a specific specialisation.

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Media Asia

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Communication Histories and Technologies

Asian Cybercultures

ELECTIVE

Client Management

Managing a Communication Business

Professional Communication Internship

ELECTIVE

ELECTIVE

Finally, you will be able to consolidate your learning and gain work experience within professional internships guided by business experts.

Each program is designed to provide you with both the essential knowledge for your future career and the academic flexibility to pursue your unique interests. RMIT Vietnam’s programs combine academic rigor with practical, hands-on experience that will prepare you with the unique skills and knowledge for the most demanding professional roles.

Course Descriptions PROFESSIONAL COMMUNICATON CORE COURSES These core courses provide you with the knowledge and skills in planning and executing strategic public relations and advertising campaigns and programs. You are introduced to your field of study through courses that provide a foundation in professional communication and related industries.

Visual Language This course establishes your understanding of the concept of visual language, and explores how people see, think, read and communicate using images. It concentrates on exploring the form, content and structure of communicating through images or visual design elements. The course has a strong emphasis on understanding the communication process – especially the receiving and sending of visual messages – and how different people might understand and interpret messages. It provides basic knowledge of the methods and techniques visual artists use to convey messages. This course also explores how graphic designers, filmmakers, photographers, marketers and advertisers use these methods and techniques to make their messages clear, concise, consistent and noticeable.

RMIT Vietnam partners with top local and regional communication agencies and departments to provide you with the most current materials and industry contacts via guest speaker sessions, field trips, mentors and program-exclusive internship opportunities.

Introduction to Public Relations This course looks at the history, principles and practice of public relations. It examines the context in which PR practitioners work, and relates them to the ethical standards of the individual, the PR industry and society. Areas covered are: PR and its evolution; PR practice and specialisation; PR concepts and skills; professional writing and presentation; strategy and planning; and international trends and developments.

Introduction to Advertising This course introduces you to concepts used in advertising and other marketing communication mediums. Areas covered are: analysis and discussion of award winning advertising campaigns; market and audience research; strategic thinking; creative thinking; ideas testing and production; roles in the industry; relationships between advertisers and advertising agencies; and common problems in the generation of effective marketing and creative solutions.

Professional Writing This course is designed to introduce you to the various techniques of print media writing and editing. You will cover content, style and tone of various types of print media and communications writing. You will work to solve authentic industry problems, address real issues faced in organisations, and apply theory to practice in the production of a range of writing pieces.

You will work in a simulated editorial environment to develop professional writing according to industry-standard briefs.

CONTEXTUAL COURSES These theory-based courses extend your depth of understanding and help you address the rapidly changing world of communication.

They cover the latest trends as well as explaining the underlying foundation of communication activities and phenomena.

Modern Asia This course develops your understanding of Asian media and culture in preparation for further study in this area. You will critique the values of modernity and touch on the cultural, political, and economic and media development of Asia in the twenty-first century.

Areas covered are: modernity; Asian identity; and race, gender and class in modern Asia.

Communication and Social Relations In this course you will discover how ‘communication’ and ‘society’ work together. You will develop skills in describing, researching and analysing examples of communication work using techniques and conceptual frameworks. You will also reflect on the ways different communication disciplines interpret and approach the world.

Communication Histories and Technologies In this course you will investigate the use and application of communication technologies in terms of their cultural, economic and political significance. You will focus on a range of traditional and digital technologies, analysing them through different frameworks.

You will seek to answer questions such as: In what ways are technologies always social? How have older technologies adapted to more recent historical conditions and innovations?

Communication Debates and Approaches In this course you will investigate the uses and applications of communication technologies in terms of their cultural, economic and political significance. Areas covered are: traditional and digital technologies; analysis frameworks; social-based technologies; adaptation; historical conditions; and innovations.

Mass Media in Asia In this course you will examine mass media systems and industries in neighbouring Asian countries, focusing on both Asian tradition and Western influence. In particular, you will deal with the social, cultural, economic and political challenges that face Asian media.

Asian Cybercultures This course is designed to provide you with a conceptual, pragmatic and practical understanding of digital communication technologies and how you relate to them. Areas covered are: the impact of digital and new technologies; media context as a consumer and producer; digital communications technologies in the Asian context; internet research and knowledge management; and linking the new media practices to the economic and political systems of several Asian societies.

PROFESSIONAL COURSES These courses introduce you to the professional body of knowledge and practices in the communication industry.

Public Relations Writing for the Media This course is designed to provide you with a foundation of knowledge that can be used across a range of media forms. These are broadly divided into the areas of: text, sound, image and moving image; and syntax and creativity.

Specialist Public Relations Practice and Writing In this course you extend your knowledge into more specialised areas of professional practice and tools available to PR practitioners, aside from those of ‘conventional’ mainstream media relations activity.

Areas covered are: public relations writing; writing for more specialised forms of practice - consumer PR, crisis management, B2B public relations and other ‘niche’ fields of professional PR activity.

Practice and Theory of Creativity This course develops your understanding of the creative process through advertising. It focuses on the creative (as distinct from management) perspective, and involves three interrelated activities: creation, production and evaluation. Areas covered are: creative theory; concept evaluation; production techniques; formats and processes; the advertising campaign; and creative strategy relevant to target markets and various media.

Understanding Advertising Media Media planning and agency strategy planning make for two sides of a coin: strategy planning identifies what to say, and media planning identifies where to say it. In Understanding Advertising Media, you will learn about the many opportunities to get your message into the market place, including broadcast, print and digital media, as well as ‘nontraditional’ media such as product placement and guerrilla marketing.

Nguyen Do Quyen Di Bachelor of Communication (Professional Communication)

The learning environment is very dynamic, open-minded and professional. Thanks to the degree’s logical course structure, I’ve been equipped with practical skills and have particularly enjoyed learning about public relations and crisis management. The program has helped boost my creativity and ability to think strategically and execute campaigns. Every lecturer has their own personality and unique approach to pedagogy, which makes their interaction with students lively and interesting. I’m happy to be part of the Professional Communication program.

Strategic Public Relations Planning This course extends your skills in the area of PR strategic planning practices, and gives you insight into how PR planning sits within broader organisational planning.

Areas covered are: frameworks and concepts used in strategic planning; situation analysis techniques and critical path planning; and the role of vision and mission statements.

Client Management This course extends your knowledge to cover the basic principles of account management through real-world case studies presented by industry practitioners and academic staff. You will become familiar with the role of the account manager in forming long-term relationships with clients in advertising and PR. You will also explore creative, managerial, strategic, and ethical issues in various organisational cultures through critical analysis and individual reflection.

Complementary Skills for Public Relations Practitioners This course provides you with intensive module-based training in a range of skills needed to work in the industry. Areas covered are: intercultural communication, event management and issues, and crisis management online.

Advertising Professional Practice 1 In this course, you will work in a controlled and simulated agency environment to develop advertising campaigns for a set client. You will develop skills and knowledge to conduct yourself professionally in the workplace and to manage projects in a variety of cultural, economic and social environments.

You will develop a complete campaign - from research and strategic development through to media plans and creative executions. Planning and managing the campaign, writing reports, conducting meetings; preparing budgets, work plans and schedules, and developing presentation skills are key components of assessment and the development of your professional skills.

Managing a Communication Business This course provides a theoretical and practical framework for you to establish and manage a small communications business, such as an advertising or media agency, or a public relations consultancy. It contextualises media practices in the current business and economic environment and presents a cultural analysis which will assist you in understanding future trends in the communication industry. You will examine the process of establishing a business from the point of initial research and the legal requirements to practical issues including financial management, employing staff, marketing, and strategic planning.

Internship Our Internship course helps senior Professional Communication students gain real-world experience in the communication industry. You will work for a company for 12 weeks full-time, experiencing the workplace and its opportunities and challenges while applying your knowledge and skills. Many students who perform well during their internships are offered permanent employment.

Note: It is a requirement to complete Introduction to Public Relations, Introduction to Advertising, Public Relations writing for the media, Specialist Public Relations, Understanding Advertising Media (unless you have an exemption) before commencing this course.

Specialist Electives Students are able to choose specialist electives from:

» Asian Cinema » Interdisciplinary Communication Project

» Vietnamese for Professional Communications

» Negotiating Transnational Agreements

General electives: In addition to the specialist electives, you can also choose electives from other bachelor programs offered at RMIT Vietnam.

ENTRY REQUIREMENTS TO

HIGHER EDUCATION BACHELOR OF COMMUNICATION FOR LOCAL STUDENTS ACADEMIC REQUIREMENT » Successful completion of Year 12 (or equivalent) with an average grade of 7.00/10.00, or above.

FOR INTERNATIONAL STUDENTS ACADEMIC REQUIREMENT » Completion of International Baccalaureate (IB) diploma with 25 points minimum; or » Completion of Cambridge GCE ‘A’ Levels minimum 7 points for 3 A level subjects.

ENGLISH REQUIREMENT All applicants should have one of the following: » Complete Level 7 of the English for University course at RMIT Vietnam.; or » IELTS score of 6.5 or above (no band under 6.0); or » TOEFL iBT score of 92 or above (no band under 20).

ENTRY REQUIREMENTS TO

PATHWAY PROGRAMS UniSTART ACADEMIC REQUIREMENT » Successful completion of Year 12 (or equivalent) with an average grade of 6.00/10.00, or above.

ACADEMIC REQUIREMENT » Completion of International Baccalaureate (IB) diploma with 24 points minimum; or » Completion of Cambridge GCE ‘A’ Levels minimum 4 points for 2 A level subjects and 1 AS level.

ENGLISH REQUIREMENT All applicants should have one of the following: » Complete Level 6 of the English for University course at RMIT Vietnam; or » IELTS score of 6.0 or above (no band under 5.5); or » TOEFL iBT score of 80 or above (no band under 19) Graduates of the Vietnamese public school system are considered Local Students. Graduates of international schools located in Vietnam are considered International Students. Students who have graduated from schools outside of Vietnam can find information about studying at RMIT on our website: http://www.rmit.edu.vn/overseas-students-studyvietnam.

HOW

TO APPLY

At RMIT Vietnam, there are three semester intakes each year: FEBRUARY

J UNE

O C TO B ER

APPLICATION PROCESS Submit your application Receive letter of offer Accept offer and pay deposit

Complete online enrolment

Start your program at RMIT Vietnam!

CONTACT US RMIT VIETNAM SAIGON SOUTH 702 Nguyen Van Linh Street, Tan Phong Ward, District 7, HCMC (84) 8 3776 1369 enquiries@rmit.edu.vn HANOI Handi Resco Building, 521 Kim Ma Street, Ba Dinh District, Hanoi (84) 4 3726 1460 hanoi.enquiries@rmit.edu.vn