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About
the University
The
Universityof Southern Queensland is an Australian
and Queensland Government-accredited University,
and has been in operation as a college and university
since 1967.
USQ
has built a reputation for offering quality
academic programmesthat are recognized worldwide
by other higher education institutions, employers
and internationally accredited professional
bodies.
Awards
- Commonwealth
Awards of Excellence” 2004
i. USQ has won the Commonwealth of Learning
Award of Excellence for Institutional Achievement
at the third Pan-Commonwealth Forum on Open
Learning currently being held in Dunedin,
New Zealand.
- Australian’s
University of the Year 2000-2001” Good
Universities Guide for “Developing the
e-University”
i. Amongst the many universities in Australia,
USQ has won the award to be the best university
in Australia.
ii. This reflects the quality and its prestige
being the best university in Australianot
only for 1 year but 2 years consecutively.
- Best
Global University for Distance Education”
International Council for Open & Distance
Education (ICDE), Norway 1999
i. USQ is not only been awarded for its quality
and prestige within Australia.
ii. Through the International Council for
Open & Distance Education (ICDE) USQ has
also bagged this award for its educational
leadership and expertise in providing flexible
distance learning opportunities.
Recognition
& Accreditation
- Member
of the Association of Commonwealth Universities
(ACU)
- Fully
funded by the Australian Federal Government
- Accredited
by the Public Relations Institute of Australia
(PRIA) – it is one of the three approved
Public Relations higher education courses
in Queensland and one
of the few offered throughout Australia.
- As
a graduate, students will be eligible to become
a member of the PRIA that is internationally
recognized through International Public Relations
Association (IPRA)
For
more information about the university, log on
to www.usq.edu.au.
About
the Programme
- This
programme aims to produce graduates who have
a mastery of a range of communication industry
skills, supported by extensive contextual
studies in communication/media theory, and
professional skills in preferred areas of
journalism, public relations, media production,
and organisational and business communication.
- The
program allows specific emphasis on those
skills of a mass communication nature that
produce graduates who have:
i. a general understanding and appreciation
of the complexities of human thought, expression
and behaviour in a variety of subject areas
ii. developed further their personal, cultural,
creative and intellectual capacities;
iii. an awareness of, and ability to evaluate,
various explanations of human behaviour;
iv. the intellectual and practical skills
necessary to apply knowledge in fields such
as further study, research, employment and
community service; and
v. the ability to analyse, construct, and
evaluate arguments critically.
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Benefits
of the Programme
On
successful completion of the programme, students
should be able to demonstrate:
i. the ability to express themselves with clarity
and coherence;
ii. the ability to comprehend the fundamental
nature of the process of communication in a
range of mass communication forms including
journalism, media production and public relations;
iii. having met the specified aims and objectives
of those majors chosen in the mass communication
degree,
iv. a knowledge and understanding of the theoretical
issues, problems and methodologies of mass communication;
and
v. an awareness of the ethical and social responsibilities
that are integral to the function of professional
endeavours.
USQConnect
- Exclusive
access to USQConnect where every student is
issued an personalized User ID and Password
- Allows
students to log on 24/7
- Students
are able to download notes, participate in
forums, post and view questions on the notice
board, network with other students all over
the world who are taking the module
Link
to USQ Connect
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Recognition
i. Bachelor
of Mass Communication
ii. Students
are able to graduate with a double major (ie:
Bachelor of Mass Communication majoring in Public
Relations & Journalism)
iii.
Degree identical to on campus
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Programme
Structure
i.
Students are required to complete 24 modules
ii. Students need to choose 2 out of 3 majors:
- Public
Relations
- Journalism
- Communication
and Media Studies
CMS1000
Communication and Scholarship (FOART)
CSC1402
Introduction to Computing (FOSCI)
AST1000
Australia, Asia and the Pacific (FOART)
PRL1002
Principles and Practice of Public Relations
(FOART)
PRL1003
Reputation Management (FOART)
PRL1001
Writing for Public Relations (FOART)
PRL2002
Community Consultation and Development (FOART)
PRL2001
Issues Management & Strategic Planning (FOART)
PRL2000
Public Relations Practice and Techniques (FOART)
PRL3000
Public Relations Project (FOART)
JRN1000
Introduction to Journalism (FOART)
JRN2000
News Reporting (FOART)
JRN2003
Feature Writing (FOART)
JRN3000
Independent Study (FOART)
JRN3001
Journalism Publication (FOART)
JRN2006
Media Law and Ethics (FOART)
JRN2004
Public Affairs Reporting (FOART)
CMS1010
Communication, Media and Society (FOART)
CMS1011
TV Texts and Institutions (FOART)
CMS2011
Communication and Social Control (FOART)
CMS2010
Communication and the Culture Industries (FOART)
CMS2013
Cinema: Text and Industry (FOART)
CMS3011
Communication, Technology and Policy (FOART)
CMS3010
Communication and Environment (FOART)
MKT1001
Introduction to Marketing (FOBUS)
MKT1002
Consumer Behaviour (FOBUS)
MKT2001
Promotion Management (FOBUS)
MKT2004
Marketing Channels (FOBUS)
MKT2002
International Marketing (FOBUS)
MKT3003
Services Marketing
MKT2003
Electronic Marketing (FOBUS)
CMS1000
Communication and Scholarship (FOART)
This module presents an introduction to
the theory and practice of Communication, with
particular application to academic and professional
settings. Students study the processes of research
and scholarship, and of tailoring communication
for specific audiences. Students develop an
understanding of barriers to communication,
and strategies which can be used to overcome
these barriers. At the direction of their Faculties
students will also undertake study in a selection
of areas such as thinking skills, the dimensions
of verbal and nonverbal communication, and the
dynamics of interpersonal and group communication.
Students also gain the written, verbal and personal
transferable skills essential to their role
in a rapidly changing environment. Students
enrolling in CMS1000, Communication and Scholarship,
may not take CMS1001, Communication: Key Concepts.
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CSC1402 Introduction to Computing (FOSCI)
This module will provide students with effective
practical skills in using a range of computing
applications. Students will learn to choose
the most effective applications for specific
tasks. In particular, students will gain experience
in the use of the Internet, Email, Word Processing,
PowerPoint, Spreadsheets and basic web authoring
to benefit both their course of study at university
and their subsequent careers. Students will
be expected to produce high quality integrated
documents. In addition to practical skills,
students will learn about fundamental computer
concepts and the role of computers in our society.
Issues involving awareness of how computers
impact upon society, such as ethics and privacy,
will also be covered. Students must have access
to the internet.
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AST1000 Australia, Asia and the Pacific (FOART)
Drawing upon a framework from the Social Sciences,
the course provides basic information about,
and analysis of, contemporary regional relationships.
The role and impact of Australians in Asiaand
the Pacific, and Asians and Pacific Islanders
in Australiawill be examined. Attention will
be given to the personal and social skills that
will facilitate Australia 's role in our region.
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PRL1002 Principles and Practice of Public Relations (FOART)
Public Relations* focuses on understanding and
developing the relationship between an individual
or more often, an organisation, and the "public"
or "publics" with which that organisationmust
effectively co-exist. This course is designed
to introduce students to Public Relations, the
nature and history of the profession and the
theoretical foundations of contemporary public
relations practice. Within this framework, topics
covered within the course include: definitions
of public relations and other key terms and
concepts; the identification of internal and
external publics; descriptions of core public
relations processes; and the tools of public
relations. Finally, through the use of case
study analysis, the student is introduced to
programme design encompassing research, goals,
objectives, strategies, tools and tactics and
evaluation. * Public Relations remains a commonly
used term, however, in many ways of business
and government terms such as Corporate Communication
and Public Affairs are perhaps more frequently
used. We have elected to adhere to the more
traditional term for the sake of simplicity
and effective communication.
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PRL1003 Reputation Management (FOART)
An organisation'smost valuable commodity is
its reputation. The effective management of
that reputation is one of the most pervasive
and persistent challenges of contemporary organisations.
The boundary spanning role of the public relations
professional demands the knowledge and skills
to understand, embrace and effectively communicate
the strategic thinking of the organisation's
management together with the directions and
aspirations of its internal and external stakeholders.
Within the theoretical foundations and frameworks
of contemporary public relations practice the
student will be introduced to the cross section
of the specialist areas which constitute the
practice of public relations. In addition to
the course's primary focus, reputation management,
these include financial or investor relations,
government relations, public affairs, marketing
communications, community relations, employee
relations, and special interest group communications.
The concept of public relations as a management
function is explored.
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PRL1001 Writing for Public Relations (FOART)
Students will be introduced to the basics of
public relations writing including the concepts
of good writing, techniques for persuasive writing
and finding and generating newsworthy information.
They will study how to write media releases
for the print and electronic media, feature
articles, backgrounders, brochures, newsletters
and speeches. The major emphasis of the course
is on developing practical public relations
skills.
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PRL2002 Community Consultation and Development (FOART)
This module introduces students preparing to
enter professional contexts to contemporary
communication management strategies and techniques
used in community development and consultation.
Students will develop practical and conceptual
skills in relation to the trends, issues and
processes involved in project planning and implementation,
and the building of social capital through community
consultation, network facilitation and collaborative
action.
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PRL2001 Issues Management & Strategic Planning (FOART)
This module assumes the management perspective
that when organizations are faced with an issue
either accidental or intentional that significantly
disrupts normal operations, effective communication
is essential. Students will be made aware of
potential issues affecting the public and private
sectors and required to develop their individual
skills in planning and implementing communication
management strategies which reflect their ability
to adapt to specific workplace needs. In their
efforts to minimiserisks and to deal with them
students will examine risk identification, advance
preparation, environmental surveillance, crisis
management planning, and evaluation. At all
times students will be encouraged to develop
a commitment to ethical and responsible practices
as part of the on-going development of effective
issues management strategies and to develop
appropriate communication policies used to facilitate
issues management plans.
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PRL2000 Public Relations Practice and Techniques (FOART)
Public Relations Practice and Techniques provides
advanced professional preparation for students
in public relations. The course builds on theory
and practice taught previously in the major.
As public relations professionals, students
need to understand salient public relations
theories and practices, how public relations
strategies originate and their usefulness and
shortcomings in explaining, predicting and organising
public relations campaigns.
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PRL3000 Public Relations Project (FOART)
This modulprovides advanced professional preparation
for students in the planning of public relations
campaigns. The course builds on theory and practice
taught previously in the major. The course allows
students to initiate and develop a proposal
for an original campaign through the stages
of research, planning, implementation and evaluation.
Students are directed to develop a public relations
campaign that demonstrates a concerted effort
to build socially responsible relationships
by achieving research based goals through the
application of strategic planning and the measurement
of outcomes. Fieldwork is designed to stimulate
discussion and lateral thinking of public relations
objectives.
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JRN1000 Introduction to Journalism (FOART)
This module is designed to introduce students
to the Australian news media and their practices.
Emphasis will be placed on the need for students
to think objectively about the main news events
of the day, and the ways the print media have
reported them. Students will be encouraged to
achieve accuracy and objectivity within the
constraints regularly imposed on print practitioners.
Students will be introduced to news values,
journalism research, interview skills and the
elements that make up news stories. They will
be given considerable practice in writing introductory
paragraphs and handling direct and indirect
quotations. To pass this course students must
complete and hand in all items of assessment.
The final grade will be calculated on the total
mark only. Grades will be awarded at the percentiles
of HD = 90 or more; A = 80-89; B = 65-79; C
= 50-64; F = Less than 50.
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JRN2000 News Reporting (FOART)
The philosophical rationale behind the free
flow of information will be studied from practical
and theoretical perspectives. Students will
receive theoretical instruction and practice
in interviewing and reporting. They will learn
how to retrieve information from government,
the courts, business, sports organisations and
other social institutions. The journalist's
role in society will be defined and explored
through the use of research techniques involving
the Internet, Freedom of Information, property
and company searches and the use of newspaper
databases. To successfully complete this course
students must have access to the Internet.
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JRN2003 Feature Writing (FOART)
This module will concentrate on humanistic reporting
and feature writing. Students will go into the
community to research and write several kinds
of features, including at least one done under
deadline conditions. Students will also learn
advanced interviewing techniques.
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JRN3000 Independent Study (FOART)
This module provides students with an opportunity
to gain professional newsroom experience under
the guidance of working journalists. Students
fulfil a minimum of three internship placements
with journalism and media organisations. Students
must enrolin this course in semester 1, but
may complete the requirements at any time in
the year.
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JRN3001 Journalism Publication (FOART)
This module focuses on developing advanced skills
in print or broadcast* journalism. Students
will work under the guidance of a journalist
to develop journalism projects suitable for
publication in the print and broadcast* media.
Students will be expected to develop solid research
skills using computer-assisted reporting and
other research techniques. Enterprise reporting
will be strongly encouraged. (NOTE: *Broadcast
option is only available for on-campus Toowoombastudents.)
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JRN2006 Media Law and Ethics (FOART)
This module provides a legal and ethical framework
for professional practice in the field of journalism.
Students will examine the Australian legal system,
defamation law, contempt of court and parliament,
and the law of copyright. The study of major
developments in moral philosophy will form a
foundation on which to analysespecific case
studies, with particular reference to the MEAA
(Journalists) Code of Ethics.
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JRN2004 Public Affairs Reporting (FOART)
Public Affairs Reporting is an advanced reporting
course stressing the watchdog role of the press
and utilising investigative techniques, including
computer-assisted reporting, Internet and other
on-line searching. Students undertake in-depth
practical assignments. Topics will include local,
state, national and international government
and politics, defence, immigration and multiculturalism,
health, education and welfare, the environment,
science, industrial issues, economics and finance.
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CMS1010 Communication, Media and Society (FOART)
This module studies forms of communication,
especially mass communication, as elements of
cultural and social processes. It offers strategies
for understanding communication and its relationship
to cultural products and to the institutions
and social practices that sustain and propagate
those products. The course content is interdisciplinary,
drawing on mass communication, semiotics, linguistics,
textual studies, psychology, philosophy, political
economy and social and cultural theory. The
question of what cultural capital is needed
to be able to critique communication is addressed
in the contexts of the global issues of subjectivity
and otherness, discourse, ideology and intertextuality.
The course prioritises both still image content
in mass media and provides a sound foundation
for students interested in a career in one or
more of the "knowledge industries"
of Journalism, Radio, Television, Film, Advertising,
Multimedia, Public Relations, Teaching, Consulting,
Librarianship, Professional Communication and
the Public Service.
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CMS1011 TV Texts and Institutions (FOART)
The narratives and images of mass media contribute
to the repertoire of cultural meanings and practices
of everyday life. This course surveys the cultural
functions and institutional structures of television.
Examples of televisual genres will be selected
for detailed analysis and criticism.
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CMS2011 Communication and Social Control (FOART)
This course examines the institutional and rhetorical
structuring of communication in the exercise
of power and control in society. The mechanisms
by which communicative interactions contribute
to social integration, maintenance or subversion
of relations of dominance and subordination,
privilege and disadvantage will be considered
in the context of competing theoretical frameworks
making explanatory claims with respect to these
phenomena.
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CMS2010 Communication and the Culture Industries (FOART)
This course examines the culture industries
from a global perspective. It looks at the industrial/commercial
production of culture, and at the role played
by the mass media in circulating the products
of the culture industries.
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CMS2013 Cinema: Text and Industry (FOART)
This course provides students with a study of
aspects of the technical and aesthetic history
of cinema. Key theories of the textual significance
of cinematic forms and the institutional practices
of film will be studied with close reference
to a selection of popular and "classic"
moving pictures. Considerable emphasis will
be placed on viewing and analysing representative
films and on the theories and written statements
of various seminal film makers and theorists.
A selection of "national" cinemas,
including American, Australian, German, Russian,
French, Italian and Chinese industries, will
be studied.
CMS3011 Communication, Technology and Policy (FOART)
Technological change has had major impacts upon
the modes of transmission, processing and storage
of information. This course explores the social
and policy implications of developments in Australian
(and international) telecommunications and broadcasting.
Specific policy and technology themes and debates
will be selected to illustrate the choices facing
the information society. The course will also
examine media discourses of communication technology.
CMS3010 Communication and Environment (FOART)
Concern about environmental issues is fuelling
vigorous policy debates. These debates raise
questions concerning the social and ethical
limits of technology, the role of science in
decision-making, and the development of a just
and sustainable world. From a communication
perspective, the environment question can be
viewed in terms of how the knowledge, values
and opinions underlying current debates are
socially constructed. What changes in social
values are manifest in the environment debates?
What forums and institutions provide the communicative
conditions for information and discussion to
take place? This course will address these questions.
MKT1001 Introduction to Marketing (FOBUS)
The course focuses on the relationship between
organizations and the ultimate consumer, expressed
through the marketing mix. Essentially, studies
are concentrated on the nature and behaviourof
supplying organizations, nature and behaviourof
the ultimate consumer and the various marketing
mix elements (product, price, place, promotion)
which are used by organizations to satisfy needs
and wants of consumers. While the course has
a theoretical base, practical application of
the concepts of marketing to "real world"
situations is an essential part of the course.
MKT1002 Consumer Behaviour (FOBUS)
This course develops in depth the basics of
consumer behaviourintroduced in MKT1001 Introductory
Marketing. It is based upon the premise that
the ultimate consumer is the key to success
of any marketing effort and hence marketers
need to know how and why consumers behave the
way they do towards marketing-related stimuli.
The course examines in detail the environmental
influences, individual differences and psychological
processes which influence the consumer decision
processes and behaviourof consumers. Such influences
as reference groups, attitudes, information
processing, learning, personality, lifestyle,
family, social class, culture are addressed.
Consumer trends are examined and marketing strategy
implications are considered.
MKT2001 Promotion Management (FOBUS)
This course addresses the nature and role of
the promotional element of the marketing mix.
It covers issues of promotional strategy; elements
of promotional management; the interaction of
various elements used in promotion such as advertising,
personal selling, sales promotion and public
relations; and the socio-legal environment of
promotion. The emphasis will be on the development
of skills in identifying the role of promotion
in product, service, professional and industrial
marketing situations. Knowledge gained from
studies in MKT1001 - Introductory Marketing
and MKT1002 - Consumer Behaviourwill be drawn
upon frequently. Prior knowledge in these areas
is essential, therefore it is strongly recommended
that students complete MKT1002, Consumer Behaviour,
prior to doing this course.
MKT2004 Marketing Channels (FOBUS)
The study of marketing channels addresses the
distribution or place element of the marketing
mix. The course takes a managerial approach
to the distribution problem. Channel intermediaries,
such as wholesalers and retailers are discussed.
A formal process for the design of an effective
and efficient marketing channel is examined.
The impact of the other elements of the marketing
mix on channel management is considered. Channel
Management issues such as power and conflict,
communication and channel evaluation are also
addressed.
MKT2002 International Marketing (FOBUS)
Australia and its Asian trading partners are
confronted with increasing pressures to trade
in order to enhance domestic living standards.
At the same time, international and domestic
markets are becoming increasingly competitive
as technological changes in communications and
distribution facilitate international flows
of goods and services. It is therefore imperative
that marketing students are trained to understand
and apply marketing principles to the international
marketing environment in order to enhance and
build competitive competencies in this field.
This course introduces students to the field
of international marketing by emphasising the
complexities of differing cultural, economic,
social, political, legal and technological environments.
It then moves to developing strategies for global
and country specific markets by the application
of the conventional marketing mix management
model to the idiosyncrasies of each market before
moving to looking at alternative trading mechanisms
and trends in international trade.
MKT3003 Services Marketing
This course aims to provide an understanding
of the theory and practices in the development
and execution of services marketing strategy.
This subject is concerned with the special characteristics
of services and developing strategies to deal
with those characteristics. Topics to be covered
include: distinctive aspects of services marketing,
developing a framework for understanding services
marketing, positioning the service organization,
managing the customer mix, managing the services
marketing mix, organizing, planning and implementing
the marketing plan, international services marketing
and applications in various services industries
- tourism and hospitality, accounting, law,
banking and finance, and others.
MKT2003 Electronic Marketing (FOBUS)
An understanding of marketing and how it is
used within the emerging electronic environment
is becoming an essential aspect of doing business.
This course is grounded in an understanding
of marketing principles but takes a practical
approach to the application of those principles.
That is, students will be reminded of the principles
and then shown how organisations can apply them
in practice.
Minimum:
3 Years
Maximum: 6 Years
Semester
1: March
Semester 2: July
Semester 3: November
Method
of Delivery
- Supported
with local tutorial support for selected modules
- Also
supported by faculty visits at every semester
- Every
student will receive a study package for each
module they take. The study package includes
the following:
i. Introductory Book
ii. Study Book
iii. Selected Readings
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Assignments
60%
Examinations 40%
All assignments and exams are set an assessed
by the USQ faculty to ensure that the quality
and value of the degree is maintained and standardised.
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Entry
Requirements
i.
Minimum A-Levels
ii. Polytechnic Diploma Holders or equivalent
To
find out if your existing qualification meet
the entry requirement, email
us
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Contact
Us
Contact
us to find out more about our programmes.
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