UnitLevel 5Postgraduate

AMG5197 Public affairs and media

Faculty of Arts

AMG5197 Public affairs and media is a level 5, 6-credit-point, postgraduate unit from the Faculty of Arts, offered in 2027 in Semester 2 at Malaysia. It has no prerequisites.

Credit points: 6
Offered in 2027: Semester 2; Malaysia
Assessment: No exam; 3 tasks
Workload: 144 hours; per semester

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Requisites

Before AMG5197

No prerequisites or corequisites besides the enrolment rules below.

After AMG5197

No unit lists AMG5197 as a prerequisite in the 2027 handbook.

Enrolment rules

Co-requisite: Students must be enrolled in the Masters of Strategic Communication Management A6030

Prohibition: Incompatible with APG5197

Overview

Effectively navigating relationships with media and diverse publics is a core competency for professionals working in strategic communication. As digital platforms continue to shape how information circulates and influence is built, media spaces have become central arenas through which organisations and individuals articulate priorities, values and strategic agendas. In this unit, you develop the skills to design and manage media engagement strategies across public, private and non‑government sectors.

Drawing on current industry practices, illustrative case studies and cutting‑edge scholarly research, you will investigate the dynamics of the contemporary media ecosystem and critically evaluate a range of communication approaches used to reach and mobilise audiences. You will learn to develop tailored media engagement plans that support organisational objectives in diverse and rapidly changing contexts. The unit also encourages you to reflect on shifting power relations that shape media visibility and to consider how different actors compete for attention in an increasingly crowded digital landscape.

Offerings in 2027

Teaching period	Campus	Mode
Second semester	Malaysia	On campus, block

Assessment

In-Class ParticipationExercise
20%
ReportWritten
30%
Digital contentArtefact
50%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Learning outcomes

When you finish this unit, you should be able to:

1
analyse key concepts and theories of digital and traditional media in strategic communication;
2
critically evaluate media management practices and industry approaches;
3
design effective, ethical media engagement strategies that advance organisational goals;
4
demonstrate advanced communication, research and analytical capabilities when working in professional media and strategic communication settings.

Workload and teaching

Lectures6 hours
Tutorials12 hours
Teaching approachProblem-based learning
Teaching approachCase-based teaching
Teaching approachEnquiry-based learning

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per teaching period typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.

This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but students need to work together to examine, analyse and make decisions to resolve the situation.

This unit engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.

Contacts

Chief Examiners: Dr Agata Frymus
Unit Coordinators: Dr Agata Frymus

Common questions

What are the prerequisites for AMG5197?

AMG5197 has no prerequisites, but enrolment rules apply.

When is AMG5197 offered?

In 2027, AMG5197 runs in Semester 2 at Malaysia.

How much work is AMG5197?

The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.

Does AMG5197 have an exam?

No. AMG5197 has 3 assessment tasks and no exam.

More details

Credit points: 6
Level: 5
Study level: Postgraduate
Faculty: Faculty of Arts
Organisational unit: Malaysia School of Arts and Social Sciences

Type: Coursework
EFTSL: 0.125
Student contribution: SCA Band 4
Study abroad: Not available
Handbook years: 2027