BA (hons) in Professional Communication - Limkokwing University College of Creative Technology

Bachelor of Arts (Hons) in Professional Communication
[KP/JPS (KA5365) 09/09]

The rapid growth in the world of communication and new information technologies increases the potential for conflicts and crises in human relations through information pollution and information distortion. No matter how great one's talents are in a given field, the inability to communicate effectively will jeopardise the building of relationships, teams, audiences and organisations. Realising the importance of communication as an essential component of individual and organisational success, this programme prepares students to meet the challenges of day-to-day ability to communicate which will assist in their professional and personal growth.

Professional Communication is designed to enhance communication skills and managerial techniques in preparation for employment or further education. It is a combination of communication, advertising, public relations, writing, and marketing. The programme provides students with theoretical as well as practical knowledge of professional communication.

Entry requirements

∙ 2 principals STPM/'A' levels or equivalent or
∙ 5 credits SPM/'O' levels or equivalent
∙ Limkokwing's Foundation in Communication

Students with recognised prior learning such as Pre-University, Matriculation programme, or a diploma in a related field will be given advanced standing into the degree programme.

Streams and modules

Students will be exposed to multi-disciplines such as Advertising, Public Relations, Communication, Business, Management, Marketing, Writing, Law, Film and Television, Multimedia, on-the-job training and research. This programme offers two majors – Advertising and Public Relations in Year 2 – and students need to choose one area of specialisation.

Students will have an opportunity to go through an internship programme which will enable them to apply their knowledge to the practical world. Internship is being offered in Short Semester, between Semester 5 and 6, for the duration of two months. Students will be placed at the respective organisations under the supervision of the assigned lecturer. The research module, that is, Dissertation, needs to be taken in Semester 6. Upon the completion of all 34 modules inclusive of three LAN modules, students will qualify for the BA (Hons) in Professional Communication.

Programme structure

Year 1
Semester 1	Semester 2
∙ Writing Skills for Communicators ∙ Media & Society ∙ Introduction to Web Technology ∙ Advertising Principles ∙ Business Communication Skills ∙ Moral/Islamic Studies	∙ Writing for Mass Media ∙ Communication in the New Economy ∙ Public Relations Principles ∙ Principles of Business Law ∙ Fundamentals of Organisational Behaviour ∙ Malaysian Studies

Year 2
Semester 3
∙ Writing for Creative Industries ∙ Public Speaking & Presentation Skills
Major (choose one):
∙ Public Relations Writing ∙ Copywriting
Minor (choose one):
∙ Marketing Principles
Free Elective (choose one):
∙ Public Relations Communication ∙ Global Advertising ∙ Bahasa Malaysia A/B
Semester 4
∙ Comunication Research Methodology
Major (choose two):
∙ Corporate Communication ∙ Managing Publicity & Media Relations OR Media Planning ∙ Strategic Advertising
Minor:
∙ Consumer Behavior
Free Elective (choose one):
∙ Communication Management ∙ Dynamics of Small Business

Year 3
Semester 5
∙ Media Audience Studies ∙ Strategic Marketing Communication
Major (choose one):
∙ Public Relations Campaign ∙ Advertising Agency Management
Minor:
∙ Entrepreneurship ∙ Strategic Marketing Communication
Free Elective (choose one):
∙ Advertising Regulations Issues & Ethics ∙ Public Relations Management
Free Elective (choose one):
∙ Video Production ∙ Services Marketing ∙ Business to Business Marketing
Short Semester
∙ Internship

Semester 6
∙ Dissertation
Major (choose one):
∙ International Public Relations ∙ Advertising Campaign
Minor:
∙ Strategic Marketing
Free Elective (choose one):
∙ Internet Marketing ∙ Instructional Video Production