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School of Creative Arts & Communication

2011

BA (Hons) in Communication

Advertising Design Corporate Communication

CreAtive ArtS & CommuniCAtion


Communication as a discipline and a career
The human brain is endowed with a Language Acquisition Device (LAD) which enables humans to acquire language for communication at a level that differentiates man from other creations. But what is communication? Communication can simply be defined as the process of transmitting a message from the sender (the encoder) to the receiver (the decoder). What makes communication exciting in this present age is the variety of communication channels (for instance, emails, text messaging, Skype, MSN, Twitter, Facebook, Wikipedia, forums, blogs) available to help us communicate at lightning speed, as frequently as we want to, and from any part of the world. Alongside these advances in technology and communication channels, communication studies is also gaining prominence as a discipline of its own and is a serious career option. Accordingly, there is a steady and growing demand for communication graduates with various expertise in advertising, design, corporate communication, event management and public relations as the world becomes more globalised and intercultural communication between organisations and nations become more significant.

SCHool of

the BA (Hons) in Communication programme at SCAC


The School of Creative Arts and Communication (SCAC), Sunway University, currently offers the Bachelor of Arts with Honours in Communication degree whereby students can choose between two specialisations: Advertising Design or Corporate Communication. Our Bachelor of Arts degree in Communication is designed to provide a broad understanding of the arts and social sciences with subjects such as Political communication, Psychology in communication, Entrepreneurial studies, Investor relations and core knowledge of the communication field, for example, Mass communication, Principles of print media (Journalism), Principles of corporate communication, Organisational communication, Media relations and public affairs, to name just a few.

optional short semester at lancaster university


In addition, the School works closely with the Faculty of Arts and Social Sciences (FASS), Lancaster University, to provide excellent opportunities for students to take up a range of electives in the arts, media, film, and cultural studies at Lancaster University at the end of Year Two of the BA (Hons) in Communication programme .

wHy CommuniCAtion At

SunwAy?

targeted and contemporary specialisations to meet industry trends and needs


The trends and needs of the communication industry are changing: as a result of globalisation and a growing use of social media tools for communication, the branding and image of companies is an asset that needs to be carefully managed as any other assets of the company. With the rise of corporate social responsibility (CSR) projects by companies, the industry needs graduates who are trained in corporate communication; simultaneously, the creative industry needs graduates who possess interdisciplinary knowledge of advertising and design. Our contemporary specialisations (Advertising Design or Corporate Communication) are targeted to meet these trends and needs.

A high quality degree programme benchmarked against British degree standards


Our communication degree programme combines academic rigour with the practicalities of industrial needs. The comprehensive curriculum is a good balance of theory and skills thus upon completion, graduates are able to pursue a postgraduate qualification in the field or work in the industry. The external moderation of our programme by external examiners appointed by Lancaster University and close networking between staff from SCAC and the Faculty of Arts & Social Sciences (FASS), Lancaster University, provide us with the opportunity to benchmark the quality of our programme against the standards set by the British Quality Assurance Agency (QAA).

A comprehensive and balanced curriculum for professional development


The three years honours degree programme is well-structured as each year of our Communication undergraduate study has specific aims and learning outcomes. In the first year, students acquire a solid foundation in the principles of communication; in the second year, students specialise in their chosen areas of interest Advertising Design or Corporate Communication; in the third year, students conduct research projects in their areas of interests to apply knowledge and skills acquired in their research methodology class, take up interdisciplinary electives to broaden and synthesise knowledge across disciplines as well as gain industrial experience in their internships.

Strong english language support and early exposure to industrial training


SCAC offers an English for Specific Purposes (ESP) module called English for Academic and Professional Communication to prepare our students for the challenges of oral presentations and writing for an academic or professional audience. In addition, as early as the second semester, one of the assignments from COM1054 (Organisational Communication) or COM1074 (Principles of Advertising & Design) will offer students short, early exposure to real-life work with the following companies/ organisations: Malaysian Nature Society Food Digest Magazine SHELTER Kim Chew Communications Sdn. Bhd. Pat-Lin Communications Sdn. Bhd. These early industrial linkages are further complemented by the longer term final year internship attachment with other corporate companies/organisations.

Qualified and research-informed teaching staff


Our dedicated, qualified and very approachable academic staff come from different communication industry backgrounds and hold a variety of research interests which provide a range of expertise and research interests to the departments and the School. The faculty strongly believes that good practices in teaching include research-informed teaching and one of the means to achieve this is through reflective teaching and research to enhance the quality of teaching and learning in class.

Research interests Tolerance in media; Urbanism in design. Current research project(s) The importance of info graphics in cities.

Chong Su Lyn

Ang Tong Yin

Teaching areas Principles of Advertising Design; Graphic Communication; Advanced Graphic Communication; Advertising Design and Production.

Teaching areas Media, Culture & Society; Innovation & Thinking Skills; Principles of Print Media; Intercultural Communication; Communication Research Methods; Research Project. Research interests Media discourse; The relationship between media, culture and society; Journalism (print & media broadcast); Cultural & Sociology studies. Current research project(s) The notion of power in Top Gear.

ACADemiC StAff

profileS
Srikumar Ramayan

No fancy words. No abstract explanations. Just pure communication because we are Redefining communication

Suffian Hadi Ayub

Dr Lee Eileen

Teaching areas Principles of Mass Communication; Reputation Management; Issues and Crisis Communication; Communication Research Methods; Research Project. Research interests Mass communication; Intercultural communication; Commercialisation and entrepreneurship. Current research project (s) A study on the awareness and readiness of commercialisation among university researchers.

Teaching areas Academic Writing; English for Academic and Professional Communication; Research Proposal Writing. Research interests Language endangerment; Bilingualism and identity in polyglossic societies; Teaching Shakespeare in the ESL context. Current research project(s) Language shift and ethnolinguistic vitality in minority communities in Malaysia.

Teaching areas Principles of Corporate Communication; Organisational Communication; Communication Theory and Practice; Media Relations and Public Affairs; Corporate Social Responsibility; Communication Research Methods; Research Project. Research interests Corporate Social Responsibility (CSR) and the role of Public Relations (PR); Portrayal of minorities/marginalised public in mainstream media; Media studies and issues management communication. Current research project(s) The representation of minority communities in the media.

worlDwiDe ConneCtionS:

Success is a culmination of teamwork and strong partnerships. We have long been in alliance with some of the most accomplished institutions of higher learning to ensure that our students get the best in education.

univerSity pArtner
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Communication

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Communication

Sunway University is in partnership with Lancaster University, UK, a world-class institution of higher learning which has consistently maintained its high rankings over the years in numerous reputable league tables. Established by Royal Charter in 1964, Lancaster University enjoys a world-class reputation as a centre for excellence in teaching, scholarship and research. The institution is currently ranked as a top 10 UK university in the Times Good University Guide 2011, 8th in the Independents Complete University Guide 2011, 6th in the Guardian University Guide 2011 and Top 200 in Times Higher Education World University Rankings 2010 2011. Lancaster University is also a member of the prestigious N8 Group which consists of eight of the most research intensive universities in northern England. The institution continues to sustain its reputation for teaching and research excellence both nationally and internationally by bringing universities, businesses and communities together. An example of this is the InfoLab21 at Lancaster University, which is an award-winning international centre of excellence for research in information and communication technologies and has a successful history of working with Microsoft, BT Labs, Orange, Cisco, Nokia and Ford. Additionally, the Lancaster University Management School (LUMS) is a triple-accredited, world-ranked management school, consistently among the UKs top five. The degree programmes developed and conducted at Sunway University are validated by Lancaster University, UK. Our students who successfully complete these undergraduate programmes will be awarded two certificates, making them graduates of both Sunway University and Lancaster University.

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eDuCAtion

pAtHwAy
Advertising Design Corporate Communication

Academic Calendar Two semesters academic year (14 weeks each semester) Intakes March & August Duration Three years (6 semesters) Final year internship (12 weeks) during semester break

specialising in

BA (Hons) in Communication

Sunway Foundation in Arts/ Australian Matriculation/ Canadian Matriculation/ Monash University Foundation Year/ A-Levels Diploma* STPM/UEC or equivalent

SPM/O-Levels equivalent

*Advanced standing for holders of Diploma in Communication. Subject to meeting entry requirements and exemptions.

ABout tHiS

progrAmme
The BA (Hons) in Communication is a degree programme that prepares students to be communication professionals in the media, advertising and communication industry. It provides training in communicating effectively in interpersonal settings, in writing and in a variety of media including the corporate world. This programme also enables students to draw upon knowledge across disciplines to develop creative ideas for a variety of audience and clients and exposes students to new and emerging knowledge in the communication field and the process of research. We are redefining Communication through our specialisations of Advertising Design and Corporate Communication:

why specialise in Advertising Design?


We believe that Advertising (the media) and Design (the creatives) are inseparable. By combining Advertising and Design, students can experience both worlds with one degree and broaden your career path with opportunities in design production and client servicing.

why specialise in Corporate Communication?


Alongside financial stability, a companys brand and image is an asset that must be managed as carefully as any other assets. In todays world, corporate communication occupies an increasingly strategic position in an organisation. A specialisation in corporate communication is a fast-track path into a career at the management level.

Career prospects
Advertising Executive Corporate Communication Executive Promotions/Project Manager Corporate Affairs Manager Advertising Design Manager Public Relations (PR) Consultant Copywriter Public Affairs Manager Web Media Advertising Specialist Corporate Image Consultant Art Director Branding/Image Strategist Media Planner Financial Relations Executive Account Manager Internal Relations Manager Creative Production Manager Campaign/Event Manager

entry requirements
Academic requirements STPM A-Level Australian Matriculation Canadian Matriculation MUFY Sunway Foundation in Arts UEC Other qualifications Average C or CGPA 2.0 (Min 2 principals) DD or DEE (Minimum 8 points) ATAR 55 55% 220 55% Minimum Grade B, maximum 25 points from 5 subjects (excluding Chinese and non-academic subjects) Any other qualifications will be considered on a case-by-case basis

English Language Requirements TOEFL IELTS MUET SPM English UEC English O-Level English (1119) Sunway Intensive English Programme ESL/English 550 paper-based, 213 computer-based, 80 internet-based 6.0 Band 4 B3 or B+ B4 Credit Pass Level 4 with 65% minimum Satisfactory pass in English in Pre-university programmes where the medium of instruction is English

progrAmme

StruCture
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1014 COM 1024 COM1034 COM 1044 COM1054 COM1064 COM 1074 COM1084 COM084 PSY11050 ENG

2014 MKT 2024 COM2044 COM 2014 COM 2034 COM 014 2 LAW 2074 M 54 CO 20 COM2064 COM 2084 COM 3014 RSM 3054 COM 3014 COM 3024 COM 016 PRJ3 3014 BUS 3044 COM 16 0 INT3

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2014 MKT 2024 COM2044 COM2124 COM 2114 COM 014 2 LAW 2074 OM 144 C 2 COM2134 COM 2174 COM

* The Lancaster Experience: OPTIONAL short semester study abroad experience. At the end of their second year, students can opt for a short semester study abroad experience at Lancaster University to take up one or two of the electives offered by the Faculty of Arts & Sciences (FASS), Lancaster University. Terms and conditions apply for this optional short semester study abroad experience. As per Malaysian Qualifications Agency (MQA) requirements, all Malaysian students must pass a module each in Malaysian Studies, Moral Studies (non-Muslims)/Islamic Studies (Muslims) and Bahasa Kebangsaan(exempted if a credit in Bahasa Melayu has been obtained at SPM level).

JPT/BBP (U) (H/321/6/0018) 04/16

CAreer

plACement & Alumni

PRePARE, the core of Sunway Career Services, is designed to equip students with the right tools and essential skills, aiming to create employable graduates so as to prepare them for the working world. Through our programmes and activities, we also hope to foster good partnerships with employers in supporting their recruitment needs.

Students
PRePARE is dedicated to accomplishing its 3 main objectives on campus: eQUIP students with essential work skills eNHANCE students career development in the working world eMPOWER students to be confident in building their career

Employers
PRePARE seeks to foster partnerships with esteemed employers in their recruiting endeavours by creating various opportunities for recruitment activities through events such as career fairs and career talks. Through our activities, we hope to expose students to different careers, and at the same time give employers access to the graduate market.

PRePARE supports the Sunway Alumni by providing an avenue for members to build their careers. PRePARE makes available various resources and opportunities for members to further establish their careers and even network with the employers. Alumni members also have access to PRePARE Job Centre where they can seek employment opportunities.

Alumni

SCHolArSHipS
We place much emphasis on education and offer a number of scholarships to deserving students:
The Entrance Scholarship is offered to all new students; SPM leavers entering into Pre-University programmes and Pre-University graduates entering into undergraduate programmes, in recognition of their excellent academic achievements prior to admission into a new programme in Sunway University. The Continuing Scholarship is only offered to students continuing their studies (at diploma or undergraduate level) with Sunway University or Sunway College upon graduating from their Pre- University/Foundation/Diploma Programme here with us or from Sunway Group of Colleges.

This is a nominated award for students who have achieved outstanding results in their individual academic programme upon completion at Sunway University. Each award recipient will receive a RM2000 cash prize and a Scholastic Award Certificate.

Tan Sri Dato Seri Dr. Jeffrey Cheah Entrance Scholarship & Continuing Scholarship The Chancellors Scholarship of Sunway University and Lancaster University

The Scholarship is offered in the name of Tan Sri Dato Seri Dr. Jeffrey Cheah, Foundation Chancellor of Sunway University, and Sir Christian Bonington, Chancellor of Lancaster University. It commemorates the affiliation between Sunway University and Lancaster University in Joint Degree Programmes in Business, Computer Technology, Hospitality and Psychology. Applicants are required to achieve outstanding academic results for entry into the BA (Hons) in Communication, and possess leadership qualities, self-motivation and positive attitude. Scholarship rewards students with: Full Reduction in Tuition Fees Two-Week Study Visit to Lancaster University during their final/third year of studies

Tan Sri Dato Seri Dr. Jeffrey Cheah Scholastic Award

Sunway University Bursaries

This Bursary is offered to SPM/O-Levels/UEC students from outstation* to study the Diploma Programmes in Sunway University. Students can receive up to 30% off their Tuition Fee for selected Diploma Programmes (Business Administration, Information Technology, Hotel Management, Events Management, Tourism Management, Fine Art, Graphic & Multimedia Design, and Interior Design).

(*Kindly refer to our Scholarship Brochure for selected outstation locations)

CAmpuS

fACilitieS
For your studying pleasure, the Main Campus building is fitted with 24-hour wireless internet (Wi-Fi) access, so you can study anywhere from the foyer to the Roof Top Garden. This is complemented by top-notch air-conditioned classrooms and lecture halls. The Tun Hussein Onn Library is an excellent resource centre well-stocked with books and periodicals on advertising and communication. Specialised facilities on campus allow advertising and communication students access to computer workstations supporting special designing needs and specialised studios for multimedia, printmaking, photography, painting and drawing. Student life here is simply convenient with amenities that meet all your needs: a bookshop, computer labs to print, scan or photocopy assignments, a cafeteria, recreational and sports facilities, and a Student Centre - a cosy place with a sick bay, counselling services and more. A campus bus service of several different routes within the Klang Valley is also available.

Food for thought


Eating outlets and places to chill out are aplenty on and around campus. The spacious cafeteria is a great on-campus place to hang out which includes a canteen and more than 10 different stalls that serve full meals or snacks at reasonable prices. Beyond the campus compound, students are spoilt for choice by the many restaurants and an immensely popular food centre, all offering an endless variety of delicious food with something for everyone at a student-friendly budget.

life on

On-campus accommodation
On-campus living makes it easy to get up and about to and from classes every day. It is a home away from home where students get to meet new friends, learn new cultures and experience living independently. Everything is within walking distance from our campus - hospital, shopping mall, theme park, restaurants and banks. Choose between the communal living of the Sun-U Apartment or the condominium lifestyle of Sun-U Residence. A caring hostel master is on hand to oversee the welfare of every occupant.

CAmpuS
Safety & security
Here, the committed security team is made up of Auxiliary Police and trained professionals who work around the clock to ensure that every day is a smooth and peaceful one. Whenever a student feels under the weather, they can make their way to the sick bay. Endearingly known as Nightingale Bay, it is situated near the cafeteria where a matronly Registered Nurse is on duty and well-equipped to handle minor ailments.

SynopSiS of

SuBjeCtS
COM1014 Principles of Mass Communication This subject introduces students to contemporary theories of new networks and information and explores their transformative effects on mediated communication. The subject also highlights the historical development of the media of mass communication, the ways of theorising its development, and analyses the discipline of communication as it confronts, engages and interpenetrates the economy. COM1024 Media, Culture and Society This module deals with the nature of the relationship that exists between the media and its audience, recognising the factors that determine the policies and practices of both, and investigates the components which influence that relationship. It considers the major perspectives from which culture has been approached and examines a number of contemporary debates and topics relating to media, culture, and society. COM1034 Innovation and Thinking Skills In this subject students are trained to think out of the box and to be more innovative and creative in the way they approach situations. Students gain knowledge and skills needed to promote innovation and competitiveness. The module also includes practice in inductive and deductive reasoning, presentation of oral and written arguments and the analysis of the use of language to influence thought. COM1044 Principles of Print Media The subject provides an introduction to journalism, focusing on instructions in news writing for print media and an examination of the role of journalism in Malaysia. It also includes discussions of the development of journalism in Malaysia and the world past, current and the future including the basics of news editing and associated styles in news writing.

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COM1054 Organisational Communication The subject is designed to increase students understanding of organisational communication theories and processes that inform the study and practice of communication in organisations. The subject also focuses on organisational challenges such as conflict, power, leadership styles, roles, relationships, and technology. COM1064 Communication Theory and Practice This module introduces students to the theories of communication and a framework of established models and concepts with which to analyse the influence and effect of communication on society in general. Students also explore the rapidly fragmenting media environment against the value systems of customers and society, including interactive communication systems. COM1074 Principles of Advertising and Design This subject serves as the introduction to the Advertising Design specialisation. It introduces the discipline of advertising with an overview of the role of design in the advertising industry and the management of the advertising functions. COM1084 Principles of Corporate Communication This subject develops a critical understanding of communication theory as a key activity for the planning, control and evaluation of an organisations activities in relation to its strategic publics and its impact on effective communication with both internal and external stakeholders. The professional and ethical dimensions of corporate communication are also highlighted. PSY1084 Psychology in Communication The aim of this subject is to introduce key theories and concepts of work psychology and to relate them to their application within business and other organisations. Emphasis is placed on psychology as a discipline, work psychology and psychology in communication. ENG1050 English for Academic and Professional Communication The aim of this subject is to enable students to acquire oral and written communication skills in order to speak and write effectively for an academic or professional audience. Students learn the difference between workplace and academic communication when they take part in oral presentations, attend and conduct mock meetings and interviews for a professional audience and write a synthesis paper for an academic audience.

COM2014 Integrated Marketing Communication (Prerequisite COM1084) This subject provides an insight into integrated marketing communication, its development and the important areas of databases and branding. The subject provides a theoretical framework, and relates it to traditional promotional concepts and marketing strategy. This subject also examines the concept, practice and the environment of integrated marketing communication and the importance of integrating all marketing communication elements. COM2024 Graphic Communication In this subject, students learn to produce original, creative designs using industry standard software such as Adobes Professional Creative Suite (Photoshop, Illustrator, InDesign, Dreamweaver and Flash). Students learn the principles and fundamentals of commercial art and design and produce a themed series of projects which include company logos, business cards, letterhead, flyer/ coupon, CD covers and magazine covers. COM2034 Intercultural Communication This subject focuses on how people handle differences in communicative behaviour and the varied language and discourse strategies in direct, face-to-face situations. A variety of cultures will be discussed and a range of communication media will be examined, including face-to-face interactions, computer-mediated communication and telephone conversations. Students are assessed on their ability to demonstrate intercultural skills based on an understanding of the underlying principles of intercultural communication. COM2044 Media Technology This subject provides an understanding of media technology: the social, cultural, political and economic impacts on creative industries practitioners. This module identifies key existing and new media technologies and provides a contextual understanding of their current roles and potential future trajectories. COM2054 Media Relations and Public Affairs This module examines the effects of mass media on public opinion as a foundation for designing media material and media campaigns to solve specific public relations problems. It highlights the theories of media effects and the role of mass media in forming public opinion and how these concepts contribute to campaign planning. Practical aspects include instruction in the development of media tools including media releases, media kits and media plans, and the use of publicity events in campaigns.

COM2064 Investor Relations Investor relations (IR) is a multidisciplinary profession which combines the disciplines of communication and finance, along with other related areas, in an effort to maximise shareholder wealth. The IR officer provides information about the firm to external investors and communicates information from the external environment to internal senior management. The subject covers four main areas: the capital markets, the investment process, the corporate environment, and the practice of investor relations. COM2074 Global Branding and Identity This subject explores a range of elements involved in branding and identity such as the link between visual, environmental and behavioural aspects key in the communication of the core values of products or organisations. Students are required to investigate a product or organisation and present an appraisal of the findings based on related theories in branding and corporate identity. COM2084 Reputation Management An organisations most valuable commodity is its reputation and effective management of that reputation is one of the most pervasive and persistent challenges of contemporary organisations. Within the theoretical foundations and frameworks of contemporary public relations practice, students are introduced to a cross section of specialist areas which constitute the practice of public relations. COM2114 Media Planning and Management This subject links media planning, management, audience research, media selection, evaluation and planning processes with the use of digital technology to provide new opportunities and increased competition within the media industries. This subject also examines the legal, financial and management issues in maximising the clients business. COM2124 Designing with Type This studio subject uses computers and drawing to investigate typography as an art form. It also includes a thorough review of the history and construction of typefaces, and each student gets to create a new and unique typeface using the computer. COM2134 Creative Advertising (Prerequisite COM1074) This subject defines the role of creative design in an advertising context, the role of creativity and the creative process. For effective learning, students analyse and critique current advertisements and advertising campaigns. Students also develop creative skills in graphic design and strategies in advertising campaigns.

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COM2144 Corporate Identity Design The subject covers a combination of the constituent elements of corporate identity/communications e.g. stationery, livery, signage, print communications, uniforms etc. Case studies of corporate identity manuals, micro design solutions leading to macro strategies, information typo/graphics, sign systems and large scale typography and applications of software skills to design solutions and development of design project work are samples used for discussions and analysis. COM2174 Digital Publishing The subject explores the role of electronic publishing in the development of standards, economic models and information purchasing through several channels such as CD-ROM usage, Internet publishing and database publishing. The subject also deals with industry issues relating to the emergence of electronic publishing as a business. LAW2014 Law and Ethics in Communication This subject introduces communication and media professionals to the legal context within which they work. Case studies are used to illustrate how issues like freedom of expression, defamation, contempt of court, copyright, access to information, breach of privacy and confidentiality affect the working life of the media professional. Ethical issues that face media practitioners and organisations, and the regulatory structures through which such issues are often channelled are also discussed. MKT2014 Consumer Behaviour This subject discusses consumer behaviour principles: the principles and theories of factors that influence the acquisition, consumption and disposition of products, services, and ideas. The principles from a number of disciplines are used to describe and explain consumer behaviour including economics, psychology, social psychology, sociology and anthropology.

BUS 3014 Entrepreneurial Studies The subject provides knowledge on how to generate ideas to set up a business. Among the topics covered are capital, reasons for financing, types and sources of financing, business planning and reporting. The subject provides students with opportunities to assume leadership roles in decision making and display innovative ideas when setting up a business. The subject integrates readings from the humanities, experiential exercises, films, and entrepreneurship. COM3014 Public Relations Campaign Management (Prerequisite COM2054) This subject is divided into three blocks: the examination of public opinion in a wider historical context, the specific aspects of the relationship between the media and public opinion and social exclusion, and a mini project on communication campaigns for specific purposes. COM3024 Issues and Crisis Management (Prerequisite COM2084) This module provides an understanding of the range of public relations challenges, the issues relevant to the planning, development and execution of crisis communication programmes for businesses and organisations and public relations techniques for communication with stakeholders during a crisis. At the same time, this subject explores a range of current issues facing the public relations industry from both theoretical and practical perspectives. COM3044 Political Communication This module deals with the concept of political communication and the strategies during elections and in the course of normal governance. The subject also draws attention to how the innovation of mass media technology has helped to enhance communication between political elites and the mass citizenry. Students will have a deeper understanding of how elites develop their messages, the methods through which those message are disseminated, and how citizens react to the political messages they encounter.

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COM3054 Corporate Social Responsibility (Prerequisite COM2014) The subject considers a range of contextual questions to relate our understanding of corporate social responsibility (CSR) and business ethics, and their roles in societies. The subject also introduces issues of ethical conflicts and examines the connectivity of risk, environment, global citizenship, and the international political economy of businesses. COM3114 Creative Copywriting In this subject students learn to solve advertising problems through the application of creative thinking techniques and a good grasp of advertising concepts. Students will write ads, develop and execute an advertising plan for different types of media. COM3124 Art Direction and Campaign Strategy The subject provides an understanding of the principles of art direction and layout. It explores how the sales and marketing functions of an advertising campaign operate through a framework of visual communication and theories of visual context. Students learn techniques for visualising ideas, how to analyse, respond to their creative brief and finally create their own portfolio to present to current or potential employers. COM3134 Advanced Graphic Communication (Prerequisite COM2024) The subject explores advanced graphic communication techniques and skills in computer graphics that will help students communicate their ideas, designs and plans. There is a fair amount of laboratory work leading to the production of a graphics communication portfolio based on drawing from experience, design process drawings, and design presentation. Emphasis is given to current digital tools and techniques.

COM3144 Advertising Design and Production (Prerequisite COM2134) This subject investigates the effectiveness of advertising through case studies, concept development, media application, design and art production. Students have opportunities to work with suppliers on costing, time-line and printing finishes while they assume different roles (copywriters, art directors, designers, photographers, account executives, finance, media planner and production) as a team to create the year book. INT3016 Internship This work experience is intended to provide an opportunity for the practical application of skills and concepts learned in class. The internship is a mandatory 12-week period of work placement. RSM3014 Communication Research Methods The subject introduces and develops students research knowledge and skills, particularly in the basic processes of research methodology as practised in the media and communication studies. PRJ3016 Research Project (Prerequisite RSM3014) This subject provides students with the opportunity to conduct a research project of their own interest using primary sources. Students are required to submit a proposal and work systematically and independently towards the completion of the project. At the end of the project, students are required to write a research report of 8000-10,000 words in length. The research project gives students the opportunity to apply what they have learned in the Prerequisite subject (Communication Research Methods).

INTERDISCIPLINARY ELECTIVES
(Choose two)
COM2154 Introduction to Packaging This module discusses the multifaceted domain of packaging viz. fundamentals, design, development, packaging materials, ancillary materials, packaging processes, packaging testing and evaluation. Students also comprehend the functions of packaging by learning about the elements and principles of packaging with emphasis given to the successful presentation of package design. COM2164 Printing Technology This subject introduces students to the theory and application of current printing processes and technologies. Practical projects include visits to printing firms and related factories to view the processes of printing newspapers, magazines, labels, packaging, etc. Practical hands-on design projects will enable the students to gain knowledge, experience, and skills in print production.

COM3064 Celebrity Culture The subject looks at various facets of the contemporary cultural phenomenon dubbed as celebrity culture. Students analyse cultural approaches to celebrity from various angles: its historical development, differing theoretical approaches, the relationships between celebrity and related media, economics; the study is also further supplemented by specific case studies of celebrities. COM3074 Cross-Cultural Communication The subject presents essential concepts of national and global culture and examines key differences in communication across cultures. Emphasis is on the practical application of crosscultural communication in real-world business and professional situations. Learning experiences include workshops and visits to leading organisations. COM3084 Basic Narrative Analysis (Film Analysis) The module explores historical and contemporary narrative theories of drama and cinema. Students analyse the historical development as well as the practicality of applying these theories to film scripts. COM3154 Packaging Design (Prerequisite COM2154) This subject explores creative and innovative packaging, designs and production finishes in printing. Emphasis is on addressing design concepts, compositional organisations, package mechanisms, functionality and the overall aesthetic view of the packaging. Students are also required to collect primary and secondary data of the product/service and use this information to create an innovative packaging.

inveSting in

12-storey New Academic Block


with 2 Basement Levels and a Mezzanine Floor as well as a 2-level Basement Car Park

The 12-storey academic block will house the interdisciplinary undergraduate and new graduate programmes. The academic block of more than 550,000 sq. ft. will accommodate at least another 9,000 student population. The 2-level basement car park below the football field will consist of about 1,000 parking bays available to both staff and students. Adhering to the governments call for more environmentally friendly buildings, this academic block is vying for the Green Mark Singapore and Green Building Index (GBI) Certification. The environmentally friendly design and concept in construction incorporates energy and water efficiency, and innovation for good natural lighting and ventilation systems.

tHe future
The Graduate School
The institutions striving motto is to be the Harvard of the East and it aims to provide world-class learning experiences. The construction of the Graduate School on campus will be the focal point for Sunway Alumni to house their conferences and programmes. This school will consist of a 130-seat lecture theatre and two 80-seat semicircle auditoriums with some break out rooms for discussion purposes. It will also be equipped with up-to-date facilities and sound systems.

Auditorium
The construction of a 5,000-seat grand auditorium will be equipped with the most modern and premier state-of-the-art facilities and AVA system. This auditorium will be one of the most outstanding in Malaysia to house graduation ceremonies and worldclass events like the Cats musical, Il Divo and grand opera performances as well as symposiums.

The Multi-Purpose Sports Complex


A Multi-Purpose Sports Complex will be built adjoining to the Auditorium. This Sports Complex will be used for both indoor sporting activities and Sunway examinations and events appropriately. The Sports Complex will have a seating capacity of 1,000 people.

The Le Cordon Bleu Centre


The establishment of the Sunway-Le Cordon Bleu Institute of Culinary Arts offers innovative courses in cuisine and pastry. The institutes brand new Reception Office is housed in a contemporary 2-storey full glass building which adopts the concept of elegance.

Sunway univerSity
Programmes offered
DIPLOMA & DEGREE PROGRAMMES Diploma in Business Administration Diploma in Culinary Arts Diploma in Events Management Diploma in Fine Art Diploma in Graphic & Multimedia Design Diploma in Hotel Management Diploma in Information Technology Diploma in Interior Design Diploma in Nursing Diploma in Performing Arts Diploma in Tourism Management BA (Hons) in Communication BSc (Hons) Accounting & Finance BSc (Hons) Business Management BSc (Hons) Business Studies BSc (Hons) Information Systems BSc (Hons) Information Technology BSc (Hons) in International Hospitality Management BSc (Hons) Psychology AMERICAN DEGREE TRANSFER PROGRAM (ARTS) AMERICAN DEGREE TRANSFER PROGRAM (SCIENCE/ENGINEERING) (Majors in Actuarial Science, Architecture, Aviation, Biomedical Science, Business, Communication, Computer Science, Engineering, Forensic Science, Psychology) POSTGRADUATE PROGRAMMES Doctor of Philosophy (Computing) Masters in Management MSc in Computer Science (by research) ENGLISH LANGUAGE PROGRAMMES Intensive English Programme (IEP) International English Language Testing Systems (IELTS) Vacation English School (VES)

Sunway College
Programmes offered
PRE-UNIVERSITY STUDIES Australian Matriculation Cambridge GCE A Level Canadian International Matriculation Programme Monash University Foundation Year Sunway Foundation in Arts

sunway.edu.my/university
Sunway univerSity (KPT/JPT/DFT/US/B15) Owned and governed by Jeffrey Cheah Foundation (800946-T)
No. 5, Jalan Universiti, Bandar Sunway, 46150 Petaling Jaya, Selangor, Malaysia. +6 (03) 7491 8622 +6 (03) 5635 8630 info@sunway.edu.my

AUSTRALIAN BUSINESS PROGRAMMES (Victoria University, Melbourne, Australia) Bachelor of Business (Twinning Programme/3+0) (Accounting, Banking & Finance, Financial Risk Management, International Trade and Marketing) Master of Business Administration (MBA) PROFESSIONAL ACCOUNTING PROGRAMMES Association of Chartered Certified Accountants (ACCA) Certified Accounting Technician (CAT) Certificate in Finance, Accounting & Business (CFAB) The Institute of Chartered Accountants in England & Wales (ICAEW)

All information is correct at the time of printing (July 2011)

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