Ian is the Head of the Media and Advertising Faculty at Macleay College. Ian has extensive international experience in the design, broadcast and advertising industries. These include creative postings in London (Frame Store), Barcelona (OFramestore), Vienna (DMC), Hamburg (Premiere), Berlin (Metadesign) and Sydney (VPB). His portfolio of work includes branding and advertising campaigns for the ABC, the Olympics, Samsung and NSW Tourism. Ian has created award-winning commercials, advertising campaigns, corporate films and documentaries, both in Australia and overseas. His latest film “OUT in the line-up” has picked up awards in Australia, US and Europe.
BACHELOR OF DIGITAL MEDIAfind out more
The future is digital – new technologies, media platforms, production, communications, innovation and problem solving processes are creating exciting new career opportunities for creative, technology focused and media skilled graduates.
Our new Bachelor of Digital Media gives you the launch pad into the emerging roles within this rapidly developing and exciting industry.
You’ll embark on an immersive learning journey, exploring a range of topics including conceptual and problem solving skills, visual and audio storytelling, digital marketing, and creative thinking that can be applied across a range of media disciplines, including: content creation, image and video production, marketing and social media, web, user experience, mobile applications and more!
To round out your studies, you’ll put your study of Digital Media into practice through our internship placement program. Working within industry, you will gain hands-on experience, build your own professional contacts list and see what it’s really like to work in media, communications and digital. Your internship will help get you one step closer to a job before you’ve even graduated.
CRICOS CODE 094006E
Full Time2 Years
Part Time4 Years
|CREATIVE THINKINGCreative thinking is a critical life skill that can be applied to any type of problem or scenario, and can benefit every business and industry. Creativity is quickly becoming the central guiding force in the world economy, displacing the importance of technology in recent years. In this unit, students learn skills to observe, analyse, reflect, problem solve, generate creative solutions, evaluate and critically appraise their own and other’s solutions. The unit will be a combination of face-to-face lectures, tutorials and independent activities, finding ideas, developing alternatives and making decisions by going beyond the routines and the usual.|
|DIGITAL DESIGNThis unit delivers students theoretical knowledge and practical skills in order to create digital artwork, presentations and pre-press production for print and online advertising. It trains students in the industry standard production software: Adobe Creative Suite (Photoshop, Illustrator, InDesign and Acrobat). Students will also learn basic design and art direction skills using form, colour, typography and layout in order to compose posters, brochures, advertisements and presentations.|
|INFORMATION & COMMUNICATION TECHNOLOGIESThis unit engages students with both a theoretical and practical understanding of the key concepts of information and communications technology (ICT) and its relationship to digital media. It provides a historical context for the convergence of audio-visual and communications systems with computer networks. The unit also examines the role of digital communications and the integration of telecommunications, hardware, software, storage and audio-visual systems, which enable users not only to access, store, transmit and manipulate information, but also create and access new platforms and tools to create and share information. The unit will also contextualise the creation of content within the ICT space, as well as looking at ethical and sustainability issues and the employment and entrepreneurial opportunities this presents. It will specifically explore the potential for future development of digital media specialisations in written content, digital video, interactive design as well as digital business, marketing and journalism.|
|WRITTEN COMMUNICATIONSThis unit introduces students to the key theories, styles, roles and importance of written communication within the context of the digital media industries. The unit presents students with concepts, methodologies and practical experience in constructing and revising writing for a variety of specified outcomes that include: academic writing, copywriting, editorial writing, creative writing for digital platforms and writing for presentations. Students will investigate the cultural heritage of written forms. They will also learn how to evaluate the appropriate form and style of writing for specific audiences, in order to engage readership and construct powerful and impactful pieces of writing. The students will have opportunities to interact with writing and written pieces in a range of genres broadening their cultural and professional landscapes.|
|RESEARCH & INSIGHTThis unit engages students with both a theoretical and practical understanding of the key source of creative ideas in advertising and media – Research & Insight. The learning and assessments will introduce students to methods and strategies for conducting research with an aim to generating innovative observations and insights that can feed opportunities and ideas. The unit will be a combination of face-to-face lectures, tutorials and independent activities and investigation into the behaviour of contemporary audiences and their worlds, and finding their motivation towards future engagement with innovative products and services.|
|DIGITAL VISUALISATIONThis unit engages students with both a theoretical and practical understanding of the key source of creative ideas in advertising and media – Research & Insight. The learning and assessments will introduce students to methods and strategies for conducting research with an aim to generating innovative observations and insights that can feed opportunities and ideas. The unit will be a combination of face-to-face lectures, tutorials and independent activities and investigation into the behaviour of contemporary audiences and their worlds, and finding their motivation towards future engagement with innovative products and services.|
|BEHAVIOURAL PSYCHOLOGYThis subject introduces students to the strategic, creative and ideation processes with emphasis on the written component of advertising. The subject is delivered in two halves – the first 6 weeks focuses on copywriting for traditional media (press, print, outdoor, direct mail etc) and non-traditional media (web, social media, SMS, events, gaming, product placement etc). The second half instructs students in scripting and directing of radio.|
|TRIMESTER 2 SPECIALISATION UNITS|
|COPYWRITINGThis unit delivers students both theoretical and practical experiences in written communications, and in writing compelling and convincing copy for advertising and media communications. The unit enables students to integrate strategic, creative and ideation processes into targeted advertisements, communications and campaigns across traditional and non-traditional media. At the core of this unit is the central creative idea and how that is transmitted through writing.|
|DIGITAL PHOTOGRAPHYThis unit introduces students to the medium of digital photography as it is used in the advertising and digital media professions. The unit investigates advertising and editorial photography with appropriate equipment, such as DSLR cameras. The photographic image today has become a vehicle for trans-media narrative. Students are introduced to digital visual production chains and develop an understanding of the core concepts used in photography. Students work with audio, light, time and motion and explore how these media interact. The unit incorporates technical skills based around camera operation, exposure, lighting and shooting, as well as developing conceptual and stylistic skills, photo shoot planning and budgeting.|
|ADVANCED DIGITAL DESIGNThis unit delivers advanced training in industry standard design and production software (involving appropriate software such as Adobe Creative Suite’s Photoshop, Illustrator, and InDesign). Additional tutorials are available online via blended learning. Students will further develop graphic design, art direction and presentation skills using colour, illustration, typography and layout. Visuals and production-ready artwork will be created for multidiscipline (print and online) communications campaigns and digital media projects.|
|CODING FUNDAMENTALSThis unit introduces students to the language of coding and its relevance and implementation in digital media. Students will gain overarching knowledge about what coding is, what it is used for, and the role it can play in the development of digital media projects and future technological development. The unit will explore a number of industry standard coding languages and define parameters for decision making around which coding language is best suited to which business and technological issue. In addition, students will develop hands-on skills in programming in one or more industry standing coding language.|
|FOUNDATIONS OF MARKETINGThis unit introduces marketing both as an organisational philosophy and as a set of strategic actions taken to achieve business goals. Students will develop an understanding of the tools and techniques marketers use in pursuit of their objectives and come to appreciate the positive role that marketing plays in our modern, free enterprise society.|
|FOUNDATIONS OF NEWSIt’s the basis of all journalism; the story. Something the readers, listeners or viewers want to know or need to know. But the internet and social media have disrupted the old certainties. Students will learn the basics skills of news gathering, gaining a broad knowledge of reportage and professional journalism. They will study and analyse the emerging developments in news – the proliferation of news sources and new technologies for media consumption, the participation by consumers in the dissemination and creation of news, the personalisation of news and the importance of building and protecting news sources. They will use that knowledge to develop their own news gathering models, adapting professional practices to solve the problems of the differing agendas of old media and new, and the news consumers of the future.|
|STORY & NARRATIVEThe unit will cover the fundamentals of story, character and structure through a combination of theoretical and hands-on exercises. This unit examines why story and narrative is an essential and fundamental tool in the creation of content for digital media. In this unit, students will research and review various aspects of story and narrative, including genre, style and theme. The student will be able to apply knowledge and skills to create stories and narratives and apply these to their area of digital media specialisation.|
|SOCIAL MEDIA STRATEGYThis unit focuses on the creative process, development and implementation of non-traditional, trans-media and online communications solutions. It looks at how creative ideas can be applied to a combination of digital media formats, including: Online, Social, Experiential Events, Mobile and PR to create social media campaigns. It also explains brand strategy, testimonial style advertising and the viral effect. The unit examines the rapidly growing role social media plays in developing advertising and media campaigns, by requiring students to devise creative solutions and presentations. Students will also be required to investigate the analytical and data measurement component of communications initiatives in social media.|
|INTERNSHIP 1As a result of successfully completing this unit, students should adopt a mature, informed and confident stance toward the world of work and those inhabiting it. They should appreciate the value of planning and preparation and its effect on their initial job search and subsequent career progression.|
|TRIMESTER 3 SPECIALISATION UNITS|
|AUDIO STORYTELLINGThis unit delivers students both theoretical and practical experiences in audio storytelling. The unit covers both broadcast and webcast, in the form of radio copywriting and production, and audio creation and production for podcasts. Students are introduced to the subtleties, difficulties and advantages of using sound-only medium. The unit will also require students to investigate the future of radio and other audio platforms as integrated mediums with digital, online, video and social media components.|
|VIDEO PRODUCTIONThis unit introduces students to the production process of making advertising videos, and films for TV, cinema and online. It covers the roles and processes in pre-production (director’s treatment, storyboard, location research, casting, styling, music, voice-over, graphics, production scheduling and budgeting). It also gives students understanding and practical hands-on experience with the production skills involved in filming and editing an advertising film.|
|USER EXPERIENCEIn this unit, students will gain real-world skills and knowledge to be better able to design and develop User Experiences (UX). The unit will cover UX for web and mobile with learning through a combination of theoretical and hands-on exercises. This unit examines why UX Design is critical to the success of any website, mobile app or any product or service interaction, and why it provides a key competitive advantage. The student will research and review various aspects of target audience research, product development, design, technical implementation, marketing and feedback.|
|DATA & ANALYTICSThis unit introduces students to the role of data analysis in web and app development. It develops skills in statistical analysis and the interpretation of data, both quantitative and qualitative. It shows how digital assets can be developed and optimised through the collection and analysis of data.|
|CONSUMER BEHAVIOURThis unit explores the world of the consumer and what motivates and influences them in the decision-making process. Students examine what shapes these influences by looking at internal factors of perception, personality and attitudes, as well as the external factors of culture, social class, age and lifestyle.|
|BUSINESS FUNDAMENTALSThis unit provides students with insight into what management does and how it works effectively within an organisation. Effective management happens at three levels within the organisation – successful organisational management, people management and self-management. When all three align to plan, manage, lead and control, the organisation’s activity becomes focused on achieving the right objectives in the most appropriate way. Topics include: understanding and leading teams, as well as building self-awareness and management through personal profiling and emotional intelligence; the environment in which the modern organisation operates and the key mandates for modern managers to keep their organisations sustainably competitive – such as leading change and leading a learning organisation; key elements of managing people in organisations, considering internal and external factors, the individual needs and company drivers.|
Data journalism is a journalistic process based on analyzing and filtering large data sets to find news stories. Sourcing and importing data, scraping for data and creating your own data sets have become core skills in digital newsrooms around the world. You will learn how to perform these tasks as well as visualize data in order for it to be easily comprehensible to an audience. Whilst data driven journalism deals with open data that is freely available online and analyzed with open source tools, this unit introduces students to the ethical and legal limits of the craft.
|ART, DESIGN & CULTURAL HISTORYIn this unit, students will gain an understanding and appreciation of the relationship between art, design and culture and how these create a context for digital media projects. The student will learn about art history and major artistic trends. The student will research and review various aspects of design history, theory and aesthetics. This unit will examine the significance of art and design as platforms for shaping and interpreting the context in which digital media projects are created. This unit will examine the historical backgrounds and theoretical frameworks that underpin creativity, culture and innovation.|
|CONTENT, TECHNOLOGY & CONTEXTIn this unit, students will examine how strategy is developed in order to create content, product and technology solutions and applications. Students will examine the relationship between content marketing, channel strategy and information technology. In this unit, students will learn about the importance of having a local and global perspective and its relevance to context. Demonstrating their strategic skills, students will apply the methods, concepts and theories they have learnt, to develop a content strategy applicable to one of their areas of specialisation.|
|TRIMESTER 4 SPECIALISATION UNITS|
|WRITING FOR DIGITAL COMMUNICATIONSThis unit delivers both theoretical and practical experiences building on previous learning regarding commercial copywriting. This subject goes beyond just producing digital ‘content’ to creating ‘big promotional ideas’ through ideation techniques specific to digital platforms. Students will analyse the nature of copywriting in the fast evolving context of digital advertising. The unit will involve independent research into the transformative changes impacting the media environment, the use of copy in digital communications, and latest thinking and techniques on integrating digital design with digitally communicated advertising-promotional copy.|
|ADVANCED VIDEO PRODUCTIONThis unit develops students’ advanced video production and postproduction knowledge and skills. It features specialised lectures and workshops in filming, cinematography, editing and postproduction to train students for creative and production roles within the advertising and digital media industries. On completion of the unit the student will present a portfolio of video work.|
|APP DEVELOPMENTIn this unit students learn how to conceptualise, design and create mobile apps for iOS and Android devices. Students will synthesise and evaluate the various processes involved in app creation — from user journeys to wireframes, interface designs, testing strategies and iterative development models. Students will learn how to analyse the scope of an app development project and draw up strategies to ensure the project achieves the intended results. The theoretical and practical activities take students through the entire app development process, from the original concept to the release and testing on iOS and Android platforms. While coding will be discussed, this unit is not about how to code an app and therefore no coding knowledge is required. The unit will emphasise user-interface (UI) and user-experience (UX) design, as well as app promotion and sustainability. By the end of the course students will have created a clear, accurate visual representation of an app concept that is feasible and useful, along with a plan that can turn the app from a concept into a reality.|
|DIGITAL MARKETING STRATEGYTraditional business disciplines are starting to appreciate the fundamental challenges presented by the application of technology to their knowledge base. In marketing the most visible agent of change has been www and online transacting which has already revolutionised a number of sectors of the world economy. This unit takes marketing and traditional views of marketing and exposes them to critical analysis in the light of technological change. It explores how marketers can utilise different ways of understanding, creating, communicating and delivering customer value in the marketplace.|
|DIGITAL BUSINESS COMMUNICATIONSStudents will explore the exciting and changing world of digital communications, learning key tactics and tools for arising business opportunities. The unit covers the frameworks that underpin digital communications and students will learn what drives increased use of social networks for business marketing success. Understand the elements of a website and how this meets the needs of an organisation and delivers information to end users.|
|VIDEO JOURNALISMIn this unit, you will learn the skills needed to be a video or TV journalist in the digital age: how to perform in front of the camera, shooting a story, editing, script writing, and packaging using editing systems like Final Cut Pro and Premier.
You will write an essay, complete a scripting and interviewing assessment and complete a practical exercise, which together will give you a combined mark for the unit. Note that the practical exercise will be done in the field in teams to make it as realistic as possible and that it will also include peer assessment.
|RELEVANT DISRUPTION & GLOBAL ENGAGEMENTIn this unit, students will investigate concepts and theories of relevant disruption. Students will examine and discover how disruption can inform both commercial and non-commercial communications and activities. They will gain hands-on skills and knowledge to learn how to use the disruptive tools available through technology. The unit will also cover irrelevant disruption, ethics, environmentalism and the future, in the context of global engagement. Students will analyse why these are now critical to the success of building digital media products or brands and how they provide key competitive advantages as well as social commentary. The student will gain insights on a personal level though critical analysis and self-reflection.|
|PROJECT MANAGEMENTThe theoretical knowledge and skills required for successful professional practice in project management can be applied to all areas of specialisations within the digital media industries, from game design over video production to tech start-ups. This unit engages students with both theoretical and practical teaching and learning in the key issues of project management – and looks at their application in a real-world content. The unit covers project definition, planning, execution, management and control, and implementation. Project driven teamwork and focus on individual skills sets, create the foundation of experiential exercises and assessments aimed at developing critical analysis and self-driven learning.|
|TRIMESTER 5 SPECIALISATION UNITS|
|BRAND EXPERIENCEThis unit provides students with both a theoretical and practical experience of a cornerstone of contemporary advertising and media: Brand Experience. The learning and assessments will deepen the understanding and appreciation of the real and intangible essences that constitute ‘Brand’, and the way consumers and marketers employ a Brand’s strategic worth to create experiences to generate value, meaning, sustainability, and sales. The unit involves independent research into contemporary thinking around the strategic possibilities of Brand Experience engagement.|
|MOTION GRAPHICSIn this unit, students will be introduced to the principles and implementation skills to plan, conceptualise and generate motion graphics sequences using standard industry software. They will gain an overview of the career opportunities, the available software and how best to implement motion graphics solutions to a variety of artistic and communications briefs. Through a combination of lectures, tutorials and workshops students will create motion graphic sequences within the context of real-world projects.|
|MOBILE COMMUNICATIONSThis unit focuses on the practical usage of strategic communications in a mobile setting – introducing students to different types of mobile messaging and the distinct differences compared to desktop web-based promotions. The unit surveys current communications models and practical implementation techniques for mobile devices (phones and tablets) through stand-alone apps, mobile web and mobile social media. Students will analyse the current state of mobile communications and evaluate the different mobile advertising channels (mobile web, appbased and social) in order to understand the benefits of each channel. Further, students will be required to undertake a deep review of an active mobile campaign and investigate its effectiveness.|
|CREATIVITY & INNOVATIONIn this unit you will distinguish between the concept of creativity and innovation, examine the various creative theories and techniques, and case study innovations related to product development, pricing strategies, and distribution strategies via online and new media. Students will select promotional campaigns to profile within the context of ‘innovative’ marketing strategy.|
|STRATEGIC MANAGEMENTThis unit will examine: critical success factors; strategies employed to gain a competitive advantage; the nature of strategic management; analysis and interpretation of business environments, including markets; the nature of competition and the relative position of firms; individual strategies and their relationship to critical success factors; analysis of strengths and weaknesses; the role of structure, controls, rewards, culture and leadership in implementation.|
|MOBILE JOURNALISM (MOJO)This unit prepares students with the technical and aesthetic principals of Mobile Journalism (MOJO). Students will have learned basic story telling in video; MOJO aims to expand on this knowledge base with a deeper understanding of the technical aspects in shooting video and radio using mobile technology. This unit covers all aspects of practical shooting including pre- and post-production, asset management, ingestion, transcoding, visual and audio narrative, editing and digital publishing.|
|TECHNOLOGY ENTREPRENEURSHIPTechnology Entrepreneurship involves turning technology ideas into high-potential commercial opportunities. It drives economic growth and facilitates prosperity in individuals, companies and even nations. In this practical course students will have the opportunity to take a creative idea through to launch in order to tap into the potential provided by global marketplaces. Students will also learn how to identify appropriate partners and recognise that creativity is much more important than technical ability. As well as strictly commercial opportunities, the use of technology in social entrepreneurship will also be considered.|
|MAJOR PROJECTThis unit allows students to develop a major advertising or digital media project under the mentorship of a relevant industry professional practitioner. The project can be either: a creative advertising or digital media project; a strategic media project; a game: augmented or virtual reality project; or a marketing or account management project. It must involve a high degree of investigative research, deep analysis and synthesis to create an original and creative piece of work to high professional standards.|
|INTERNSHIP 2As a result of successfully completing this unit, degree level students should adopt a highly professional and confident approach to the presentation of themselves and their work. They should demonstrate a deep understanding of the professional world they are about to enter and the expectations the industry will have of them as degree graduates. They will have gained a high level of experience in comprehensive project planning and preparation, understanding the importance of collaboration and being part of a professional team, working with dedication, application and perseverance – and reflecting on the effect that these behavioural elements have achieving optimal job opportunities and outcomes as well as enhancing their career progression.|
|ELECTIVE UNITS (AVAILABLE FROM TRIMESTER 4 ONWARDS)|
|THE BUSINESS OF ADVERTISINGThis unit delivers students an understanding of the legal and regulatory frameworks that inform professional advertising practice. It explores the impact that social, cultural and ethical considerations have on the practice of advertising. Equally the unit examines business practice in advertising, including business structures, operating processes and external business relationships. It offers both theoretical and practical experiences in line with the current professional standards and industry requirements. The unit combines face-to-face lectures, tutorials, contemporary case studies and independent research.|
|ART DIRECTION & DESIGNThis unit develops the student’s knowledge and skills in creating, managing and delivering strategic design for advertising, specifically through the role of the Art Director. The unit features specialised lectures and workshops in contemporary graphic design, typography and artistic direction for photo, film, print and online productions. This subject will be a combination of face-to-face lectures, tutorials and collaboration with industry. On completion of the unit the student will present a portfolio of work.|
|THE MARKETING PLANThis unit provides students with the knowledge and skills necessary to develop a strategic marketing plan for a nominated organisation. It will first provide an opportunity for students to familiarise themselves with an organization, its products and its markets. The student will then develop a comprehensive marketing plan for a new or extended product for the organization. The unit will also look at the metrics deployed to measure the effectiveness of marketing strategies. Students will also be required to implement a creative or account management advertising solution based on the presented marketing plan.|
|THE PITCHThis unit delivers students a detailed understanding of the essential process of pitching concepts and proposals as well as the dynamics of business development and pitching for New Business. The subject will work through a standard pitch process from contact strategies to briefing to presentation development to The Pitch itself. Students will be given the opportunity to demonstrate their strategic and creative skills, their business acumen and their ability to craft and deliver a compelling pitch presentation. This unit will run in conjunction with the Major Project unit, and culminate in the student pitching their project to an industry panel. The unit will combine face-to-face lectures, tutorials, in class workshops, research, individual and group assessments and finally the theatre of The Pitch.|
|ACCOUNT MANAGEMENTThis unit offers specialised training for students who are particularly interested in the role of the account manager in advertising. It examines the two main areas of activity for an account manager of: Client and Business Management; and Project Management and Delivery. The unit will be a combination of face-to-face lectures, tutorials, project work and independent research into best practice advertising management.|
|MEDIA LANDSCAPEThis unit defines various media channels and examines how these are used by the advertising profession to deliver strategic communication messaging, which effectively resonates with target consumers. Further, it explains how research can define target consumer groups and provide media professionals with deep insight into the targets relationship with brands and communication platforms that can be used to develop a media scheduling plan. It also examines the inter-agency relationships between communications strategy, media planning and investment and explores the job opportunities within these areas.|
|APPLIED MARKETING PSYCHOLOGYIn this unit you will develop an understanding of how psychological theories and methods have impacted and influenced the characteristics of a successful marketer, online marketing and branding. Specifically you will examine the psychology of promotion and persuasion within the context of applied marketing strategy.|
|ETHICS & DECISION MAKINGIn this unit you will develop an understanding of how psychological theories and methods have impacted and influenced the characteristics of a successful marketer, online marketing and branding. Specifically you will examine the psychology of promotion and persuasion within the context of applied marketing strategy.|
|ENTREPRENEURSHIP PROJECT 1
The Entrepreneurship Project encourages entrepreneurial behaviour through the introduction of the principles of entrepreneurship, the process of creativity and innovation, and the impact of this process on the success of new enterprise creation.
On completion of this module students have an increased understanding of entrepreneurship, entrepreneurs and the significance of innovation in small and medium-sized enterprises (SMEs). The associated skills and techniques acquired provide a strong foundation for both new product/service development and the launch of an entrepreneurial or corporate new venture.
|ENTREPRENEURSHIP PROJECT 2
In recent years the high-profile success of young Australian entrepreneurs in building profitable business has been inspiring. Creating a new venture is a challenging task, one that requires specific knowledge as well as general business and entrepreneurial skills. The process of transforming creative ideas into commercially viable businesses continues to be a major challenge. Successful entrepreneurship requires more than merely luck and money. It is a cohesive process of creativity, risk taking and planning. Entrepreneurship Project 2 exposes students to the process of entrepreneurship and creativity. This module is about learning by doing – applying entrepreneurial thinking to the development of viable business concepts. On completion, students know how to develop and evaluate innovative, sustainable, investment-ready business ventures; and it’s even quite possible that some of these student-led ventures will spin out of the classroom and into the real world.
|SALES & NEGOTIATIONSThis unit provides students with an insight to various communication models and their value to salespeople and negotiators. Students will discuss strategies of influence and persuasion used by business negotiators to achieve agreement and compliance. At the end of this unit, students will understand the importance of effective communication in business.|
|LEADERSHIP & CHANGE MANAGEMENTIn today’s business environment, change is constant and the ability to manage change is essential. Good leadership is central to these issues. This unit covers theories and principles around change management with particular emphasis on understanding the context of the organisation and the style of leadership required to be most effective. Key change management theories are explored and students undertake a research project that allows them to evaluate these theories and also understand their application to business.|
This unit introduces students to the different styles of feature writing and pitching ideas to magazines and newspapers. Students will learn the difference between hard news stories and features, the different structures used by feature writers to engage with their audience and the difference between writing long form stories for hard copy newspapers and digital publications. The course also teaches students the craft of writing the perfect sentence, the perfect paragraph and, therefore, the perfect feature. Student written features which achieve this will be published on the Macleay student journalism website.
|MEDIA HISTORY & THE ETHICS OF NEWS
This unit aims to assist students in developing and enhancing their understanding of the media – its role, culture, power and effect as well as the ethical dilemmas faced daily by journalists. It will encourage analysis of current media, recognising the diverse treatment and presentation of news in Australia and abroad. Students will broaden their knowledge of current affairs and newsworthy events in Australia and internationally. The issue of journalistic ethics will underpin all tutorials and discussions and we will review and discuss the coverage of news stories as they happen. Through practical exercises students will consider these issues in conjunction with writing-based exercises that will further develop their news writing ability.
|MEDIA LAW & PRACTICE
This unit is designed to help students achieve a fundamental understanding of Media Law and it’s role in protecting the rights of the journalist, the public and the publisher. Students will be taught the legal risks associated with newsgathering, and with published content. It will help develop the skills necessary to recognise questionable information and potential breaches. Students will examine the law as it relates to different platforms and different jurisdictions. They will experience a court in action and be shown how media laws shape coverage of current events..
|MEDIA & NEWS ENTREPRENEURSHIP
Media is in a state of flux. But flux isn’t all bad news. It can be great news if you have ideas, energy and ingenuity. In this course, you will taught how to use your creativity and business acumen to create new media ideas.
Experienced entrepreneurs and journalism tutors will work with you in tutorials to help merge your journalism skill sets and provide guidance with the various stages of your in-class project. The aim of the project is to come up with new ideas to keep journalism relevant and vital whilst providing you with employment.
Journalists today are able to reach distant audiences faster and more directly than ever before. In such a globally connected news environment, what role does the “fourth estate” play in shaping the news? From Google operating in China, to Al-Jazeera offices in Manhattan, to a young woman blogging about an attack on her school in Afghanistan – how is journalism adapting to a more globalised media?
This unit will explore globalism in theory and practice. It will look at media models from around the world and help students better understand the global news environment. You will be assigned a country to follow through news events as reported by their local media and by Australia’s and you will be asked to critically assess the difference.
Learn the techniques of news and features photography and the art of photojournalism, a skill that can take you around the globe. Students will learn how to shoot a photo essay and complete a magazine assignment in ‘in-field’ exercises.
|Per Unit||Annual||Per Unit||
With job titles being created almost daily, Digital Media graduates have unlimited career options. The Digital Media course specialisations help to give you an idea of some of the specific job roles that the course can prepare you for:
WRITTEN COMMUNICATIONS / DIGITAL COPYWRITER
Become a specialist writer for digital media, this can include writing copy for websites, apps, blog posts, online articles and communications for businesses as well as strategy & copy for social media campaigns
DIGITAL VIDEO / DIGITAL VIDEO PRODUCER
Develop and implement strategic concepts for photo and video productions, then produce these as screen content for digital media such as branded content videos, explainer videos, online advertising films, internal communications videos, music videos and short films
DIGITAL MARKETING/ DIGITAL & SOCIAL MEDIA MARKETER
Become a specialist digital and social media marketer who develops and implements social media campaigns, Facebook advertising campaigns, SEO and SEM marketing and all forms of online communications and marketing.
DIGITAL BUSINESS / E-COMMERCE CO-ORDINATOR
Focus your studies in digital media on the business aspects of the course to become a digital business entrepreneur or e-commerce coordinator. Great if you want to start your own business, or work in management in a larger business that specialises in digital media communications and/or products.
DIGITAL JOURNALISM / DIGITAL CONTENT JOURNALIST
Focus your interest in the digital space by becoming an online producer for a variety of platforms, including news platforms with traditional and non-traditional media organisations. You can use these skills to become a trend content producer for social media platforms like Facebook and Twitter, or become a feature blogger focusing on your area of interest.
Jason Gemenis teaches the Digital Design and Brand Strategy units and has enjoyed passing on his knowledge to Macleay students since 1998. He is a branding and digital strategy expert with over 16 years’ industry experience. He has worked with brands such as McDonalds, Nestle, P&G and Sony Pictures, and keeps himself at the cutting edge of new multichannel campaigns working with DDB, MANGO, Hausmann, and other digital agencies.
Julieann has extensive high-level experience as a visual communicator and graphic designer. Starting her career as an Art Director in publishing in Sydney, Julieann travelled to London and freelanced for Condé Nast. She returned from London to establish Axis Design Works in 1991, a design consultancy specialising in visual identity and image management, branding, packaging, communication materials and strategic marketing. Clients include: American Express, Australian Paralympic Committee, Commonwealth Bank, Fairfax, Sydney Swans, Wesfarmers, RTA. Julieann is currently undertaking a Masters of Applied Positive Psychology (Education).
Cameron Horn is an internationally awarded marketing professional with over 22 years of experience. His Advertising Industry roles have included Creative Director for Reg Grundy Media and Macquarie Media, Senior Creative for Australian Radio Network, Clear Channel and currently Southern Cross Media, as well as Media Liaison and Research for NSW Parliament. He has a Masters in Marketing, a Masters in Professional Writing and has twice won categories at the New York Advertising Festival. Other awards include 7 wins and 18 finalists at Australian Broadcast Advertising Awards.
Glen Fraser teaches the Professional Practice unit and is the Advertising & Media Internship Coordinator. Glen has more than 25 years’ experience in Advertising, Marketing and Communications in Europe and Australia – and has worked at agencies such as Ogilvy London, Y&R Brands and EURO RSCG Australia. He has broad experience across local, independent and multi-national agencies covering FMCG, retail, healthcare fashion, airlines and automotive industries. Glen has spent the last 12 years in agency management as either Partner or MD/CEO.
Cisco Corea teaches MOJO, the mobile journalism unit, and supervises Macleay TV. He is a commercial producer and director with over ten years’ experience in the industry. Currently he runs his own production company jokertheory which services MTV Networks, Hitachi, ANZ Bank, Universal Music and Samsung. He is also the senior producer for Ministry of Sound Radio which is broadcast weekly on the Austereo Network across Australia and New Zealand.