Admission and Unit Information - Graduate Certificate in Convergent Media

The contemporary media landscape is characterised by the breakdown of traditional media silos and the transformation of media production and consumption practices. Media, marketing and creative professionals are now required to understand and connect with their audiences across multiple media platforms. The aim of this unit is to provide students with an historical, geopolitical and theoretical introduction to convergent media theory and practice/s. Using current media theory, design theories, and research methodologies, students will select, analyse and contextualise case studies. This unit is designed to have a synergistic relation to the unit Theories and Practice in Convergent Media, although it is different in the case studies and topics covered, which vary from semester to semester. These can include iTV, digital games, community media, digital arts, activist networks, social media and cross platform projects.

The proliferation of the mobile device and the evolution of mobile networks has profoundly changed the social and interpersonal sphere and the global media landscape. This unit combines both theory and practice to engage with Mobile Communications and Society: the cultural, family and interpersonal consequences of mobile communication and its effect on every day life, social cohesion, political and economic activities, social development and change, and Mobile Media: current media production and distribution platforms, practices and trends. This unit includes the production of content for distribution via mobile devices.

Integrated Marketing Communication breaks down the traditional advertising, public relations, and marketing paradigms by challenging practitioners to apply the optimum mix of media and message to motivate the target audience to act. IMC is a key component of marketing strategy and management; therefore, its management is critical to the success of brands. The impact of the Internet and now Web 2.0 support the need to embrace integrated marketing communications as a comprehensive approach to reach target audiences on their terms. The unit encourages students to produces a range of strategies to foster critical enquiry and intellectual debate in the new discipline of Integrated Marketing Communication.

The contemporary media landscape is characterised by the breakdown of traditional media silos and the transformation of media production and consumption practices. Media, marketing and creative professionals are now required to understand and connect with their audiences across multiple media platforms. The aim of this unit is to provide students with an historical, geopolitical and theoretical introduction to convergent media theory and practice/s. Using current media theory, design theories, and research methodologies, students will select, analyse and contextualise case studies. This unit is designed to have a synergistic relation to the unit Methods and Case Studies in Convergent Media, although it is different in the case studies and topics covered, which vary from semester to semester. These can include iTV, digital games, community media, digital arts, activist networks, social media and cross platform projects.

This unit provides students with a fundamental understanding of issues and crisis management, risk communication, media relations and public-opinion research techniques in multiple contexts. It introduces students to issues management principles, strategies, tactics, and communications methods. Participants work as a team to develop a management plan for analysis and discussion. Successful students are able to transfer to the workplace the knowledge and skills developed in this unit. They learn to predict, manage and control real-world controversies that they may confront as they pursue their careers. Moreover, students are able to manage effectively, participate in, and control volatile situations involving the news media.

This professionally oriented internship consists of two components - work internship placement with Television Sydney (TVS) or a corporate media or community communications division of an organization. The focus on the internship is to research audience/community liaison and the cross media marketing plans of the organisation. During the placement students will develop a practical audience-oriented research project based on a specific agency or community group. The project could form the research stage of a project to be developed in other units of the course. These agencies may include UWS research centres, and educational and community and cultural agencies within Sydney, corporate organisations or off-shore, as agreed. Students research and develop a multiplatform project concept specifically targeted at a selected audience, with an understanding of television media markets.