APU grads are media and communication experts of the future


THE onset of the Covid-19 pandemic has added challenges to both traditional and digital communications.

But thanks to “hybrid communication settings”, media and communication practitioners are able to quickly meet the needs of the modern post-Covid era by tailoring the right information to the right audience at the right time.

Trust is one of the most important elements, and it may be even more important in a hybrid setting, where it is easier to adapt, is resistant to disruption, it is creative and the younger generation is driving this innovation as a result of the digital boom.

Microsoft surpassed 270 million monthly active Teams users in second-quarter 2022, while Google Meet grew to 100 million users per day compared to Zoom's 200 million daily users. Applications such as Skype, Moodle, Discord, and others are being used and growing in popularity.

In other words, digital platforms help to bridge the trust gap, and we will soon transition to Metaverse or Virtual Reality (VR).

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.

With knowledge of both traditional and digital media and the ability to define what your audience wants, APU students will be ready to join the IR4.0 workforce, especially in the media and communication industries.With knowledge of both traditional and digital media and the ability to define what your audience wants, APU students will be ready to join the IR4.0 workforce, especially in the media and communication industries.

“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, agility, adaptability and an automation solution are must-haves for any modern media and communications team because customer expectations change and evolve from time to time.

“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.”

Programme leader for BA (Hons) Media and Communication Studies Nur Leila Khalid highlighted that modules such as Public Relations or Principles of Advertising will help students to understand current practices of the industries by looking at case studies, real life scenarios, developing creativity by crafting their own campaigns as well as through engagement sessions with the industry.

Broadcast Journalism module, on the other hand, will help students with the technical aspects of broadcasting, whereas Digital Graphics and Digital Illustrations modules will broaden their knowledge of design softwares for design skills, and Social Media module will broaden their understanding of the usability and impact of social media in the business and communication fields.

The Asia Pacific University of Technology and Innovation (APU) purpose-built campus with ultra-modern design is strategically located in Technology Park Malaysia (TPM), Kuala Lumpur.The Asia Pacific University of Technology and Innovation (APU) purpose-built campus with ultra-modern design is strategically located in Technology Park Malaysia (TPM), Kuala Lumpur.

APU has officially attained a QS Five Stars Plus university rating in the latest QS Stars University Ratings on Nov 1, 2021 – the first higher education institution (HEI) in Malaysia to obtain such recognition.

APU has 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).

For more information on the programme, go to https://www.apu.edu.my/.

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