BA (Hons) Mass Communication

Course Overview

Every year, thousands of students fly into the United Kingdom to pursue their higher education. Similarly, every year, thousands of graduates walk out the doors of many prestigious universities across the UK, armed with a world-class degree. If quality British education is what you have been seeking, and a career in the field of communications interests you, we at IACT have something to offer! 

This course focuses on communication and media practice, encouraging you to be entrepreneurial and professional, with a diverse set of sought-after creative skills.

This programme gives you the option to complete a: 

• 2+1 (2 years at IACT and the final year at the University of Hertfordshire)

Learning Outcomes

• Gain a comprehensive understanding of new media, cultural theory and popular culture, and their increasing significance in contemporary culture and society.
• Acquire new skills using industry-standard equipment.

CORE MODULES

Year 1

Computer Graphics 

Designed to introduce you to the most basic design software used today, you will be taught to handle simple and basic computer design functions and applications. Practical and theoretical assignments will be given to increase knowledge of the software. 

Photography 

A basic introduction to photography & digital imaging, covering a range of related topics from display design to basic knowledge on how to use a DSLR. 

Public Relations Practices 

Public relations is an aspect of media relations that is applicable to media outlets in the industry. In this module, you will learn brand building and marketing principles and techniques that can be used to promote film, print, and events amongst others.

New Media Studies 

New Media will introduce you to critical concepts and hands-on skills related to so-called “new social media” – which is a reconfiguration and re-contextualisation of older media such as film, television, graphic design and print publication. 

Writing for the Media 

This is an introductory module where you are taught a broad range of writing techniques that are relevant and used in the media industry today. Both fiction and non-fiction writing methods will be taught. 

Film Fundamentals 

This subject focuses on how to be critical when watching a film and teaches you to notice and understand the subtle cues and meanings that is hidden within film aesthetic and cinematography. 

Print Journalism 

This module covers news reporting, gathering newsworthy stories that abide by the standards, legal and moral ethics of the Constitution and journalism worldwide. 

Creative Communication 

You will develop a critical viewpoint regarding the relationships formed by the visuals and their meanings. You will also learn to make the most effective use of visuals in media, with the goal of accurately and fairly communicating ideas and information to readers and viewers. 

Communication in a Globalized World 

This module explores cross cultural communication as a strategically important component in business, media studies and human communication in general. 

Media History 

This subject encourages you to reflect upon the relationship between mass communication and the society. It will help you explore the impact of media content against consumer attitudes and behaviour, and will explore the evolution of media. 

Year 2

Online Marketing

In this module, you will learn how digital has revolutionized the interactions between firms and consumers along this journey. Digital and being online offers powerful tools to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, e-commerce facilitate conversion, and social medial both energizes and retains customers. Digital marketing is distinguished by the 3 “I”s that firms must master: immediacy, incrementality, and intimacy.

Popular Culture 

The five areas of focus that is covered in this module are (1) cinema and television drama, (2) literature, (3) popular music and celebrity, (4) food, shopping and street culture, and (5) cyberculture and new media. 

Research Methods 

This subject introduces you to the importance of research in today’s world, and to help you think critically of the society around them. You will learn to articulate your thoughts, formulate the right questions to ask, and determine the most effective research method to answer questions about the world that you live in.

PR Campaign Strategies

This module is designed to give you a step-by-step checklist for planning and implementing PR campaigns. You will also be taught the essential knowledge and cutting-edge tools that are needed to execute events that are part of campaigns. 

Event Sponsorship and Fundraising

This module aims to broaden your knowledge on the fundraising concepts for events. It focuses on teaching you how to gain sponsors, manage sponsorship requirements, and evaluate a sponsor’s effectiveness. The assessment culminates in a sponsorship proposal. 

Entertainment and Leisure Events

This module develops your knowledge on special events and how one should run these events. You will hopefully gain an interest in this area of event planning and learn the intricacies of managing various parties within the entertainment industry.

Industry Project

This module develops strategies which will extend learning beyond the educational institution, merging with relevant industries. The Industry Project module exposes you to industry practices, testing your knowledge, communication skills and practical skills nurtured from semester 1 onwards.  

Year 3

As per the University of Hertfordshire

ELECTIVE MODULES

Choose one track:

Track 1 Public Relations:

Corporate Communication

In this elective module, you will study the internal and external aspects of corporate communication - employees, communities, finances and government PR.

PR Campaign and Strategies 

Designed to give you a step-by-step checklist of planning and implementing process of PR campaigns. It emphasizes on building socially responsible relations rather than the communication campaigns. You will also be taught essential knowledge and cutting-edge tools needed to execute events that form part of the campaigns. 

Track 2 Journalism: 

Convergent Journalism 

It is an advanced level subject where you will be exposed to dealing with writing for real clients. You will be expected to showcase your maturity and ability to produce publish-ready articles and understand the business, cultural and technological importance of media convergence useful for future employment. 

Publication Production 

This subject will give you the experience in publication or editorial task which includes grid techniques, advance typography, image manipulation and designing multi-page documents. You will also learn to become more proficient in constructing page layout and designing skills. 

Track 3 Digital Video Production: 

Scriptwriting 

This subject teaches you how to prepare and write various professional made-for-screen format scripts. 

Video Production 

This module introduces you to the procedures and techniques of video production. You will learn the technical practices and creative skills required to produce a video through practical workshop, supervised exercise, screening and discussion. In addition, the module teaches you how to use video equipment and employ the right techniques used in field productions. 

Track 4 Advertising and Marketing: 

Advertising Campaign Management 

This course introduces you to the business of advertising through the critical role of an account manager. It follows the logical progression of the account-planning task from start to finish, equipping you with the knowledge and practical know-how in order to be able to formulate an advertising campaign. 

Cross Cultural Studies for Marketing and Advertising 

This subject provides you with an overview of different aspects of culture and its relationship with marketing and advertising strategies. 

Track 5 Digital Marketing: 

SEM and SEO 

This course will provide you with an overview on effective web marketing techniques which includes search engine marketing and search engine optimization. 

Digital Content Marketing 

This course reflects on the current interactive media prevalent in our society today especially pertaining to internet technology. 

MPU MODULES

Penghayatan Etika & Peradaban / Bahasa Melayu Komunikasi 2 (International Students)

Penghayatan Etika & Peradaban aims to provide a true understanding of the concept of ethical appreciation, especially in complying with the National Principles (Rukun Negara), government policies, unity efforts and national development. In this module, students will also be enlightened on Malaysian history before and after its independence, and efforts undertaken in building the nation's civilisation. Bahasa Melayu Komunikasi 2 helps you communicate effectively in a formal/informal setting, building your confidence as you hone your interaction skills in the national language. 

Bahasa Kebangsaan A / Academic Writing

Bahasa Kebangsaan A helps a student to grasp the national language to effectively communicate, and express thoughts clearly and creatively through verbal and written communication. Academic Writing introduces the basics of English through writing, critical thinking skills and brainstorming. Students will be exposed to means and methods of using English to write and communicate effectively.

Falsafah & Isu Semasa

This module covers the relation between philosophy, the National education Philosophy and the National Principles of Malaysia (Rukun Negara).

Perlembagaan dan Masyarakat Malaysia

This course sheds understanding on Malaysian constitution and society, from concepts, theories, and background of the constitution, which includes the concept of Federalism, the doctrine of power separation, the fundamental right to freedom, monarchial institutions, and the position of Islam and Bahasa Melayu. 

Serving Our Society (S.O.S)

Serving our Society (S.O.S) is a student-run society that supports both local and international community work. It discusses the concept of community engagement projects, preparation of proposal papers and effective project features, and provides an understanding and appreciation in implementing community engagement projects.