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| 大众传媒硕士-新闻记者，主编，广告高级公关，主持人 | |||||||||||||||||||
| 文章来源：澳大利亚留学网 文章作者：澳大利亚留学网 发布时间：2004-03-19 | |||||||||||||||||||
大众传媒硕士(Master of Communication) 大众传媒硕士给记者,编辑,市场经理,或公司高级管理人员及决策者提供了一个扩大,补充其专业知识的机会.它不仅包括新闻,影视,编辑出版适合于传媒工作的课程还包括公共关系学,文化,新传媒等一些在商务及其他专业所需的重要的辅助课程. Course Code: 155701 Course Name: MASTER OF ARTS (COMMUNICATIONS) Campus or Site The course is offered on the City campus. Course Description The Master of Arts (Communications) at RMIT University provides a unique combination of theoretical communication studies, professional training and research. Subjects are offered in the areas of communication theory and practice, cinema, journalism, public relations, book publishing, cultural studies and new media. The MA course is relevant for two types of students practising communication professionals who want to broaden, diversify and update professional skills and knowledge, and recent graduates who want an orientation to a range of communication professions. Potential MA applicants who wish to specialise in journalism, public relations or editing and publishing may consider applying for a place in the appropriate Graduate Diploma. After completion of two full-time semesters or four part-time semesters it is possible to articulate into the MA by coursework. Mode and Duration The course can be taken either in full-time or part-time mode. The duration is normally three semesters full-time (or six semesters part-time). Recognition of Prior Learning Advanced Standing: Successful completion, with results of a high standard, of one of the School's graduate diploma programs in Editing & Publishing, Journalism or Public Relations and the recommendation of an academic supervisor will be considered for entry with advanced standing. Articulation and Credit Transfer Advanced Standing: Successful completion, with results of a high standard, of one of the School's graduate diploma programs in Editing & Publishing, Journalism or Public Relations and the recommendation of an academic supervisor will be considered for entry with advanced standing. Entrance Requirements - International students A first degree with results of a high standard and the recommendation of an academic supervisor or professional referee. International applicants must have an IELTS score of 7.0+ or above (subject to individual profile) Professional Practice: Significant professional practice in one or more of the communications industries may be considered as the basis for entry in the absence of a first degree. Advanced Standing: Successful completion, with results of a high standard, of one of the School's graduate diploma programs in Editing & Publishing, Journalism or Public Relations and the recommendation of an academic supervisor will be considered for entry with advanced standing. Course Structure: Credit Points Year 1 - 2 subjects from: HM702 Project Workshop 12 HM705 Research Methods 12 6 subjects from: HM706 Communication:theory & Practice 12 HM711 Communications & New Technology 12 HM712 Media Management 12 HM721 Cinema:industry, Culture & Policy 12 HM731 Journalism:issues & Principles 12 HM741 Public Relations Theory & Practice 12 HM751 Editing 1a 12 HM752 Book Publishing:commerce & Culture 12 HM713 International Communication & Culture 12 HM714 Cultural Policy & Theory 12 HM722 Film Industry:professional Practice 12 HM732 Mass Communications Law & Regulation 12 HM743 Strategic Planning & Communication Management 12 HM753 Editing 1b 12 HM755 Electronic Publishing 12 HM723 Cinema Industry Attachment 12 HM733 News & Communications Theory 12 HM761 Electronic Commerce:money,media & Communication 12 HM757 Writing For The Media 12 Year 2 - 1 option from: Option A: 1 subject from: HM709 Major Project 48 Option B: 1 subject from: HM710 Minor Project 24 2 subjects from: HM706 Communication:theory & Practice 12 HM711 Communications & New Technology 12 HM712 Media Management 12 HM721 Cinema:industry, Culture & Policy 12 HM731 Journalism:issues & Principles 12 HM741 Public Relations Theory & Practice 12 HM751 Editing 1a 12 HM752 Book Publishing:commerce & Culture 12 HM713 International Communication & Culture 12 HM714 Cultural Policy & Theory 12 HM722 Film Industry:professional Practice 12 HM732 Mass Communications Law & Regulation 12 HM743 Strategic Planning & Communication Management 12 HM753 Editing 1b 12 HM755 Electronic Publishing 12 HM723 Cinema Industry Attachment 12 HM733 News & Communications Theory 12 HM761 Electronic Commerce:money,media & Communication 12 HM757 Writing For The Media 12 附： 中国的人才市场愈发热闹，人才竞争愈演愈烈。值得注意的是广告、传媒行业的人才走势异军突起、不断看涨。2002年1月份的10大热门行业中，广告传媒文化出版行业表现活跃，空缺职位仅次于计算机业，列在第二位。从城市表现上看，除在北京占空缺职位的12.19％外，其他的城市需求大体相当，保持在7％—8％之间。其中，销售类、市场类成为最热门职业。 造成广告、传媒的人才行情紧俏有几个因素：一是现代中国广告业只有20年的历史，市场起步晚，专业人才的成长速度跟不上行业的成长速度；二是因为广告行业本身的迅猛发展，导致了人才抢手；加入WTO以后，面对入世的中国和世界史无前例的“亲密接触”，跨国企业、传媒机构更是紧紧地拥中国入怀，不肯轻易放开，它们满心希望在经济相对景气的中国，迅速地实现更多的神话。以电视媒体为例，去年，就已经有27家境外卫星电视获得了在中国内地落地权，接踵而来的本土和跨国机构间的市场争夺战就无形地落在了未来的主人翁身上。于是，跨国公司和国内企业相互“觊觎”，猎头中介公司涌动加速，从前国有企业的人才向外企的单向流动如今出现了回流现象。 但国内广告人才频繁流动、良莠不齐、高级人才匮乏也是不争的事实。高级人才如创意总监、媒介总监等能和国际接轨的稀缺，许多跨国公司的高端职位依然只能托付给香港及外籍人士，并为此支付高额的费用；一般广告从业人员数量虽多，可整体水平还有待提高。有本土近十年从业经验的著名广告人士贾丽军大声疾呼“做广告就是做人”。据了解，起码需要5至6年的市场磨砺，广告专才才能被贴上“合格”的标签，而又有多少企业和个人能彼此承诺、坚持付出、实现盟约呢？广告公司淡化培训，不愿“替他人做嫁衣”；广告人则跳来跳去，忽视职业道德。短期利益和长期效益使供需方矛盾重重，长此以往，中国广告环境不容乐观。中国的广告教育是解决此问题的金钥匙之一，同时，社会育人环境相当重要。跨国广告公司盛世长城的总经理苏秋平曾经亲自去大专院校收纳“弟子”，力争培养出一代广告英才。他坚信在中国只有中国广告人才会做的最好。他认为“敬业、有团结协作精神、有优良品质”只是最基本的职业道德，知识、创新意识、工作效率才是衡量人才好坏的标准。 以知识为依托的广告行业，最伟大的资产就是“知识工作者”，传统的招聘会、动用猎头公司重金挖人也不可能从根本上解决广告和传媒业人才匮乏的现象。仅仅“慧眼识英雄”只完成了历史长征的第一步，如何进行人力资源管理，完善选人、养人、育人、用人、留人的人才机制，将是一系列更难的创意。中国广告的整体水平将在人才的增值、流动中登高远望。（李瑾 ）
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