BA (Hons) Public Relations & Media

Sheffield Hallam University

Here's the BIG Picture

There is growing demand from public and private organisations for graduates with PR and communication skills in PR agencies, charities, voluntary organisations, publishing, and events management. This course gives you an understanding of the cultural, political and economic role of the media in today's society. You will also gain a grounding in media forms, meanings and institutions, and improve your awareness of the PR industry and its broader context.

This programme gives you the option to complete a: 

  • 2+1 (2 years at IACT and the final year at Sheffield Hallam University), or
  • 1+2 (1 year at IACT and 2 years at Sheffield Hallam University)

With this Course, You Will:

  • Gain the specialised knowledge and professional skills needed to work effectively in PR.
  • Develop the skills needed to research, plan, implement and manage a PR campaign to a professional standard.

    Why choose Sheffield Hallam University?

    Sheffield Hallam University is one of the UK’s largest and most diverse universities. Their global community of international students, staff and partnerships spans 120 countries The institution provides people from all backgrounds with the opportunity to acquire the skills, knowledge and experience to succeed at whatever they choose to do! The University is home to staff who are active in the journalism, PR and media industries. As a result, experts from across the sectors are a core feature throughout your course. With this expert faculty, the Univeristy holds industry events every year that link you with regional and national PR experts.

    How Do I Get In?

    • IACT College Foundation in Media Studies –minimum CGPA 2.0;
    • IACT Diplomas – minimum CGPA 2.0 
    • A-Level – minimum of grade D in 2 subjects 
    • STPM – minimum of grade C in 2 subjects and an average CGPA of 2.0, OR 
    • UEC – minimum of grade B in 5 subjects 
    • SAM, AUSMAT or CPU - 5 subjects with a minimum score of 50%, OR 
    • Matriculation Foundation – minimum CGPA of 2.0
    • Other qualifications recognized by the Ministry of Education Malaysia

    English Language Proficiency

    • SPM 1119 (GCE-O Level) – C6 
    • IGCSE English – Minimum Grade C 
    • IELTS – Band 6.0 with a minimum of 5.5 for each component
    • Other approved English tests 

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    Year 1

    Computer Graphics 

    Designed to introduce you to the most basic design software used today, you will be taught to handle simple and basic computer design functions and applications. Practical and theoretical assignments will be given to increase knowledge of the software. 


    A basic introduction to photography & digital imaging, covering a range of related topics from display design to basic knowledge on how to use a DSLR. 

    Public Relations Practices 

    Public relations is an aspect of media relations that is applicable to media outlets in the industry. In this module, you will learn brand building and marketing principles and techniques that can be used to promote film, print, and events amongst others.

    New Media Studies 

    New Media will introduce you to critical concepts and hands-on skills related to so-called “new social media” – which is a reconfiguration and re-contextualisation of older media such as film, television, graphic design and print publication. 

    Writing for the Media 

    This is an introductory module where you are taught a broad range of writing techniques that are relevant and used in the media industry today. Both fiction and non-fiction writing methods will be taught. 

    Film Fundamentals 

    This subject focuses on how to be critical when watching a film and teaches you to notice and understand the subtle cues and meanings that is hidden within film aesthetic and cinematography. 

    Print Journalism 

    This module covers news reporting, gathering newsworthy stories that abide by the standards, legal and moral ethics of the Constitution and journalism worldwide. 

    Creative Communication 

    You will develop a critical viewpoint regarding the relationships formed by the visuals and their meanings. You will also learn to make the most effective use of visuals in media, with the goal of accurately and fairly communicating ideas and information to readers and viewers. 

    Communication in a Globalized World 

    This module explores cross cultural communication as a strategically important component in business, media studies and human communication in general. 

    Media History 

    This subject encourages you to reflect upon the relationship between mass communication and the society. It will help you explore the impact of media content against consumer attitudes and behaviour, and will explore the evolution of media. 

    Year 2

    Online Marketing

    In this module, you will learn how digital has revolutionized the interactions between firms and consumers along this journey. Digital and being online offers powerful tools to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, e-commerce facilitate conversion, and social medial both energizes and retains customers. Digital marketing is distinguished by the 3 “I”s that firms must master: immediacy, incrementality, and intimacy.

    Popular Culture 

    The five areas of focus that is covered in this module are (1) cinema and television drama, (2) literature, (3) popular music and celebrity, (4) food, shopping and street culture, and (5) cyberculture and new media. 

    Media & Cultural Studies 

    This module will explore a range of concepts and approaches to a range of media forms including music, television, film and social media, and introduces students to key concepts. 

    Advertising and Marketing Communications 

    This subject synergistically blends the various marketing communications aspect (advertising, sales promotion, public relations, direct marketing, personal selling and interactive marketing) to effectively promote a product, service or experience. You will be required to apply this knowledge together with the understanding of the processes involved in order to plan and develop a relevant advertising campaign with a supporting and consistent IMC campaign. 

    Media Ethics 

    In this module, you will be taught the basic knowledge of regulations in Malaysia, enabling you to identify some of the legal boundaries of the industry. 

    Research Methods 

    This subject introduces you to the importance of research in today’s world, and to help you think critically of the society around them. You will learn to articulate your thoughts, formulate the right questions to ask, and determine the most effective research method to answer questions about the world that you live in. 

    Year 3

    As per Sheffield Hallam University


    Choose one track:

    Track 1 Public Relations:

    Corporate Communication

    In this elective module, you will study the internal and external aspects of corporate communication - employees, communities, finances and government PR.

    PR Campaign and Strategies 

    Designed to give you a step-by-step checklist of planning and implementing process of PR campaigns. It emphasizes on building socially responsible relations rather than the communication campaigns. You will also be taught essential knowledge and cutting-edge tools needed to execute events that form part of the campaigns. 

    Track 2 Journalism: 

    Convergent Journalism 

    It is an advanced level subject where you will be exposed to dealing with writing for real clients. You will be expected to showcase your maturity and ability to produce publish-ready articles and understand the business, cultural and technological importance of media convergence useful for future employment. 

    Publication Production 

    This subject will give you the experience in publication or editorial task which includes grid techniques, advance typography, image manipulation and designing multi-page documents. You will also learn to become more proficient in constructing page layout and designing skills. 

    Track 3 Digital Video Production: 


    This subject teaches you how to prepare and write various professional made-for-screen format scripts. 

    Video Production 

    This module introduces you to the procedures and techniques of video production. You will learn the technical practices and creative skills required to produce a video through practical workshop, supervised exercise, screening and discussion. In addition, the module teaches you how to use video equipment and employ the right techniques used in field productions. 

    Track 4 Advertising and Marketing: 

    Advertising Campaign Management 

    This course introduces you to the business of advertising through the critical role of an account manager. It follows the logical progression of the account-planning task from start to finish, equipping you with the knowledge and practical know-how in order to be able to formulate an advertising campaign. 

    Cross Cultural Studies for Marketing and Advertising 

    This subject provides you with an overview of different aspects of culture and its relationship with marketing and advertising strategies. 

    Track 5 Digital Marketing: 

    SEM and SEO 

    This course will provide you with an overview on effective web marketing techniques which includes search engine marketing and search engine optimization. 

    Digital Content Marketing 

    This course reflects on the current interactive media prevalent in our society today especially pertaining to internet technology. 


    Penghayatan Etika & Peradaban / Bahasa Melayu Komunikasi 2 (International Students)

    Penghayatan Etika & Peradaban aims to provide a true understanding of the concept of ethical appreciation, especially in complying with the National Principles (Rukun Negara), government policies, unity efforts and national development. In this module, students will also be enlightened on Malaysian history before and after its independence, and efforts undertaken in building the nation's civilisation. Bahasa Melayu Komunikasi 2 helps you communicate effectively in a formal/informal setting, building your confidence as you hone your interaction skills in the national language. 

    Bahasa Kebangsaan A / Academic Writing

    Bahasa Kebangsaan A helps a student to grasp the national language to effectively communicate, and express thoughts clearly and creatively through verbal and written communication. Academic Writing introduces the basics of English through writing, critical thinking skills and brainstorming. Students will be exposed to means and methods of using English to write and communicate effectively.

    Falsafah & Isu Semasa

    This module covers the relation between philosophy, the National education Philosophy and the National Principles of Malaysia (Rukun Negara).

    Perlembagaan dan Masyarakat Malaysia

    This course sheds understanding on Malaysian constitution and society, from concepts, theories, and background of the constitution, which includes the concept of Federalism, the doctrine of power separation, the fundamental right to freedom, monarchial institutions, and the position of Islam and Bahasa Melayu. 

    Serving Our Society (S.O.S)

    Serving our Society (S.O.S) is a student-run society that supports both local and international community work. It discusses the concept of community engagement projects, preparation of proposal papers and effective project features, and provides an understanding and appreciation in implementing community engagement projects.

    Tuition Fees

    Tuition Fees:

    Year 1: (RM21,000)
    Year 2: (RM21,000)
    Year 3:
    As per partner university

    International Student(RM52,000)

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