| AQF Level |
Level 7 Bachelor Degree |
| CRICOS Code |
074754A |
| Overview and Aims of the Program |
Rapid technological change has led to increasing overlap between media and marketing in today's business environment.
This degree will focus on the changing media and marketing landscape, with strong emphasis on the theory behind modern marketing principles.
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| Graduate Capabilities |
The Graduate Capabilities Framework articulates the fundamentals that underpin all of Macquarie’s academic programs. It expresses these as follows:
Cognitive capabilities
(K) discipline specific knowledge and skills
(T) critical, analytical and integrative thinking
(P) problem solving and research capability
(I) creative and innovative
Interpersonal or social capabilities
(C) effective communication
(E) engaged and ethical local and global citizens
(A) socially and environmentally active and responsible
Personal capabilities
(J) capable of professional and personal judgement and initiative
(L) commitment to continuous learning |
| Program Learning Outcomes |
By the end of this program it is anticipated you should be able to:
1. demonstrate knowledge of various marketing and media frameworks (K)
2. meet marketing imperatives through application of technical skills (K)
3. critically evaluate issues in marketing and media by using various frameworks and theories (T)
4. respond creatively to business problems using appropriate media (I)
5. determine appropriate solutions using creative media (P, J)
6. demonstrate communication skills relevant to an appropriate professional environment (C)
7. demonstrate an awareness of contemporary challenges in business and the need for ethical behaviour in business (E, A). |
| Learning and Teaching Methods |
This program employs a range of learning and teaching methods to help students achieve the program level outcomes which include both discipline specific skills and various graduate capabilities. The methods are as follows:
• Lectures: although face-to-face lectures are the predominant method of delivering content, students are also exposed to innovative teaching methods like role plays, debates and exposure to industry guest speakers.
• Tutorials: these are small classes designed to facilitate more in-depth and interactive learning. They form a critical part of the learning process because students have a chance to ask questions and provide feedback. Tutorials are also where presentations of projects and case studies often occur, allowing them to practise their communication and collaborative skills. Simulation and games are also played during tutorials.
• Peer-Assisted-Learning (PAL): PAL which is available in certain units provides another learning opportunity for students to learn the content of the unit. PAL facilitators are students who have successfully completed the unit. They are carefully selected, well trained and closely supervised by the lecturer.
• Workshops: graduates of the program are expected to work is an environment where both analytical and creative skills are needed. These skills are developed in in computer laboratory and studios often taking the form of workshops, assisted by tutors or demonstrators. Students gain practical skills in using analytical software and creative media tools.
• Participation and Community Engagement (PACE): all students are required to complete a capstone unit in their final year of study. The aim of this unit is to scaffold their knowledge learnt during the program and apply it in a real world context often in the form of a project sponsored by an industry partner. |
| Assessment |
A mix of different assessment tasks are used in this program, which are both formative and summative in nature. Formative feedback is one in which students are assessed while completing a task. These are often not graded or only make a small contribution to the final grade. Summative feedback, on the other hand, is one in which students are assessed when a task is completed. Such tasks are more heavily weighted.
Most units in the program have a mix of quizzes, class tests, presentations, class participation, assignments, creative production and a final examination. They are designed to test a student’s prescribed knowledge as well as various graduate capabilities. These are clearly mapped to each assessment task for every unit. For each unit, clear standards and criteria for each assessment task are also clearly outlined. |
| Recognition of Prior Learning |
Macquarie University may recognise prior formal, informal and non-formal learning for the purpose of granting credit towards, or admission into, a program. The recognition of these forms of learning is enabled by the University’s Recognition of Prior Learning (RPL) Policy and its associated Procedures and Guidelines. For recognition of prior informal and non-formal learning, please refer to the relevant RPL Plan, which describes the evidential requirements and approval processes for recognising prior learning for entry or credit in this program.
For undergraduate RPL plans visit www.goto.mq.edu.au/nonschoolrpl
For postgraduate RPL plans visit www.goto.mq.edu.au/pgrpl |
| Support for Learning |
Macquarie University aspires to be an inclusive and supportive community of learners where all students are given the opportunity to meet their academic and personal goals. The University offers a comprehensive range of free and accessible student support services which include academic advice, counselling and psychological services, advocacy services and welfare advice, careers and employment, disability services and academic skills workshops amongst others. There is also a bulk billing medical service located on campus.
Further information can be found at www.students.mq.edu.au/support/
Campus Wellbeing contact details:
Phone: +61 2 9850 7497
Email: campuswellbeing@mq.edu.au
www.students.mq.edu.au/support/health_and_wellbeing/contact_us |
| Program Standards and Quality |
The program is subject to an ongoing comprehensive process of quality review in accordance with a pre-determined schedule that complies with the Higher Education Standards Framework. The review is overseen by Macquarie University's peak academic governance body, the Academic Senate and takes into account feedback received from students, staff and external stakeholders. |
| Graduate Destinations and Employability |
Every sector of the economy recruits marketing and media graduates. Roles are diverse and include:
• advertising account manager
• art director
• brand manager
• broadcasting production manager
• broadcasting production officer
• copywriter
• corporate communications producer
• creative director
• international business manager
• journalist
• marketing communications specialist
• marketing executive
• market researcher
• media buyer
• media and public relations specialist
• social media specialist.
Employers:
• media agencies
• marketing firms
• TV, stage and multimedia production houses
• PR firms
• publishing firms
• multinational organisations
• medium to small businesses
• government departments
• not-for-profit organisations. |
| Assessment Regulations |
This program is subject to Macquarie University regulations, including but not limited to those specified in the Assessment Policy, Academic Honesty Policy, the Final Examination Policy and relevant University Rules. For all approved University policies, procedures, guidelines and schedules visit www.mq.edu.au/policy. |
| Accreditation |
This is an Australian Qualifications Framework (AQF) accredited qualification. |
