Bachelor of Public Relations and Contemporary Media

This programme is a 2u2i programme where students will undergo three (six semesters) years lectures at the university and one year (two semesters) learning experience in the industry. The teaching and learning methods of this subject includes work-based learning, online learning, lectures, tutorials, projects and practical activities. The aim of this programme is to enhance students’ skills and knowledge in public relations techniques, crisis communication skill as well as digital knowledge to support the need of the industry. 

Program Learning Outcome (PLO)

• Acquire knowledge of public relations, media and communication in various fields (Knowledge and Understanding).
• Develop appropriate analytical and critical thinking skills in public relations and contemporary media. (Cognitive Skills).
• Demonstrate comprehensive technical expertise in media and communication to meet the industry needs (Functional Work Skill: Practical Skills).
• Demonstrate the ability to use media hardware and software related to public relations and digital media (Functional Work Skill: Digital and Numeracy Skills).
• Demonstrate an understanding of the impact of changing media and communications technologies, policies and structures on the social, cultural, economic and political environments in public relations industry. (Functional Work Skill: Interpersonal and Communication skills).
• Show evidence of competent and thoughtful leadership and team skills in public relations activities. (Functional Work Skill: leadership).
• Demonstrate social and entrepreneurial skills and inculcate a spirit of innovation. (Personal and Entrepreneurial Skills).
• Apply values, ethics, morality and professionalism in public relations and media industry.  (Ethics and Professionalism).

Career Prospects

• Public Relations Officer
• Corporate Communication Officer
• Media Relations Officer
• Event Manager
• Social Media Executive
• Copywriter
• Media Researcher
• Journalist
• Strategic Communication Officer
• Marketing Coordinator

List of Courses

• Theories of communication
• Introduction to mass communication
• Public relations foundation
• Intercultural communication
• Introduction to contemporary media
• Public relations techniques
• Communication law and PR ethics
• Persuasion and propaganda
• Strategic corporate communication
• Digital storytelling
• Strategic brand communication
• Managing public relations campaign
• Writing for contemporary media
• Negotiation in public relations
• Strategic media relations
• Crisis communication management
• Communication research methodology
• Public relations writing
• Case studies in public relations
• Data reasoning
• Event management
• Digital photography
• Corporate Social Responsibility 
• Digital Multimedia Advertising 
• Integrated Marketing Communication 
• Digital Publishing and Design 

Entry Requirement
SPM

• Obtained a minimum Grade B in Bahasa Melayu subject.
• Obtained a credit level for English Language subject.
• Obtained a minimum of Grade B in other subjects except for Bahasa Melayu subject.
• Obtained at least Band 2 in MUET.
• No physical disability, not blind, deaf or mute.

Diploma and equivalent

• Obtained a minimum CGPA 2.0 at Diploma.
• Obtained a minimum Grade B in SPM for Bahasa Melayu subject.
• Obtained a credit level in SPM for English Language subject.
• Obtained a minimum of Grade B in SPM for other subjects except for Bahasa Melayu subject.
• Obtained at least Band 2 in MUET.
• No physical disability, not blind, deaf or mute.

Stam

• Obtained a minimum of Jayyid.
• Obtained a minimum of Grade C in SPM for other subjects except for Bahasa Melayu.
• Obtained at least Band 2 in MUET.