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8 Jul 2022

APU’s Media and Communication Degree Prepares Graduates for the Future

The Covid-19 pandemic has introduced a myriad of obstacles in both traditional and digital communications. But with the introduction of hybrid communication, media and communication experts are able to continue broadcasting information to the right audience at the right time.

In fact, it is reported that Zoom has surpassed 200 million daily users. And with applications such as Discord and Moodle growing in popularity, it’s no surprise that hybrid communication is set to make waves in the industry.

This makes it crucial for media and communication graduates to be at the forefront of digital platforms and innovative technology (think Metaverse and Virtual Reality) in order to remain relevant in the field.

APU offers industry-relevant programmes

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Asia Pacific University of Technology & Innovation (APU) delivers high-quality industry-relevant programmes such as the Bachelor’s Degree in Media and Communication Studies, International Relations, Psychology, Industrial Design, Visual Effects, Animation, Digital Advertising, Marketing Management, Digital Marketing, Business Management, E-Business, Digital Leadership and Digital Transformation.

“As future media and communication experts, APU students are exposed to traditional and digital media to look at how both can be implemented in different communication settings. Our modules also examine current and future media trends whereby students learn practical and theoretical aspects,” said APU Vice-Chancellor Prof Dr Ho Chin Kuan.

According to APU Head of School of Marketing and Management (SoMM) Dr Devinder Kaur, students need to be equipped with agility, adaptability, and the skills to create automation solutions due to the ever-changing expectations from customers.

“Future practitioners need to know aspects of traditional and digital media to understand how both can be implemented in different communication settings and our modules also embed the current and future trends in their topics.”

In addition, modules such as Public Relations or Principles of Advertising help students to understand current practices of the industries through case studies, real-life scenarios. According to Nur Leila Khalid, the programme leader for BA (Hons) Media and Communication Studies, students are able to develop creativity by crafting their own campaigns and through engagement sessions with industry professionals.

In addition, the Broadcast Journalism module helps students with the technical aspects of broadcasting, whereas Digital Graphics and Digital Illustrations modules broaden their knowledge of design softwares and skills. The Social Media module enables students to deepen their understanding of the practicality and impact social media has in the business and communication fields.

APU as a top ranking university

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APU is the first higher education institution (HEI) in Malaysia to attain a QS Five Stars Plus university rating in the latest QS Stars University Ratings.

The university has also been awarded Five-Star Rating for Online Learning in the latest QS Stars Rating System, Five-Star (Excellent Rating) under Setara Ratings by the Higher Education Ministry (MOHE) and was among the first universities in Malaysia to be awarded with Premier Digital Tech University status by the Malaysia Digital Economy Corporation (MDEC) for its commitment to offer top-notch digital technology courses.

The Media and Communication Studies qualifications are dual awards by APU and De Montfort University (DMU), UK. Under this scheme, students will receive two-degree certificates and transcripts upon graduation — one from APU (Malaysia) and one from DMU (UK).

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