masscomm a4 03012017 - kdupg.edu.my. chong beng keok vice chancellor industry-standard facilities,...

LAUREEN QUAHBSc (HONS) IN COMMUNICATIONAND PUBLIC RELATIONS

DR. CHONG BENG KEOKVICE CHANCELLOR

industry-standard facilities, set outcome-based assessments, and use innovative instructions for equipping our students with 21st century attributes. As a consequence of the quality education provided by us, we witness many students winning competition after competition at both national and international levels and our graduate employability rate has since grows beyond 90%.

To further enhance the academic quality, we have also started a humble practice of carrying out benchmarking visits to established universities for leveraging on their experience and expertise to assist us to enhance the quality of education. With stringent quality assurance mechanism in place, our diploma programmes are highly recognised by many established overseas universities and our diploma graduates can be assured of obtaining admission into established universities in Australia, New Zealand, and the United Kingdom.

As KDU Penang University College continues to strengthen its reputation, it continues to design and build modern infrastructure for serving the needs of students and enhancing their learning experience. We are on the way to construct an eye-catching, contemporary, intelligent and eco-friendly campus at Bandar Cassia, the newest and largest township on the mainland of Penang state. The new campus will create excellent opportunities for students and faculty to collaborate with the industries operating at the nearby Batu Kawan Industrial Park, to arrange for internships and to undertake joint research projects.

With so many improvement plans in the pipeline, I believe every one of you will be keen to walk with KDU Penang University College as it continues its journey to become one of the great universities that focuses on investing in our nation’s future.

“Intelligence plus character – that is the goal of true education.” – Martin Luther King Jr.

DU Penang University College is a subsidiary of the Paramount Corporation Berhad, which is a public-listed company since 1971. It is a well-established higher institution with both local and international recognitions. The university college is quality assured with ISO 9001:2008 certifications and all of its mature programmes receive accreditations from Malaysian Qualifications Agency (MQA), thus reflecting itself as an institution excelling in teaching, staying in compliance with policies and regulations of the Malaysian Qualifications Agency.

A recipient for 5 stars rating in 2010/2011 and 2012/2013 MyQuest audit exercises, again in November 2015, it was rated as a 6-star higher institution by the Ministry of Higher Education, topping all other colleges in Malaysia. It received 6-star cluster-based ratings in seven clusters – General Programmes; Arts and Humanities; Social Sciences, Business and Law; Science, Mathematics and Computing; Engineering, Manufacturing and Construction; Health and Welfare; and Services. This achievement placed KDU Penang in front of other older, more established institutions.

KDU Penang University College was also selected as a Northern Cluster Leader for transforming the hospitality education under the federal government’s Economic Transformation initiatives. It is therefore a guarantee that you are getting the best education possible, at the best value possible!!

Since establishment until now, KDU Penang University College has accentuated strong emphasis on teaching and learning. It is our strength to prepare students for a real-world experience. We develop industry-driven curriculum, cultivate vibrant learningenvironment, provide modern

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A MESSAGE FROMTHE VICE CHANCELLOR

1 KDU PENANG UNIVERSITY COLLEGE

“NO ONE BEATS USIN TERMS OFEMPLOYABILITY.”

ASSOCIATE PROFESSOR, DR. BRIAN CHARLES IMRIEDEPUTY VICE CHANCELLOR

theory and practice. This isimplemented through, both real and simulated, industry based reflective assignments. Students graduate with the specific technical skills they require to succeed combined with an ability to innovate beyond what they learnt in the classroom. I look forward to welcoming you on campus in the near future. Join us at KDU Penang University College to hit the ground running.

DU Penang University College has since 1991 been producing industry ready graduates who are renowned for their ability to think on their feet. In the recent MYQUEST 2014/2015 no College withinMalaysia scored higher than the maximum ‘6-star’ rating we received in the key area of GraduateRecognition. In short, no one beats KDU Penang University College rating in terms of employability orcontinuance to higher study. More than ninety percent (90%) of KDU’s graduates are employed, or engaged in further study, within 6 months of graduating.

According to Forbes (2012) ninety-one percent of Millennials (born between 1977-1997) are expected to stay in a job for less than three years. This means Millennials are likely to have over 15 jobs over the course of their working lives! This will require millennial employees to be more adaptive and technologically capable to succeed in their careers. At KDU Penang University College we are equipping our students to be future-ready through imbibing an ability to adapt within the highly competitive global market place. This is honed through both our strong industry connectedness, as evidenced by our links to Paramount Corporation Berhad and other industry leaders, and a focus on development of independent critical thinking. We consult widely with our industry advisors when constructing our curriculum to ensure the programme curriculum bridges the gap between

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MASS COMMUNICATION 2

he upcoming KDU Campus in Batu Kawan has a feeling of openness, with the building blocks surrounded by green planting / hardscape / spaces

formed by The Piazza, The Plaza and Park Avenue. Within the buildings, Park Windows bring the green into breakout spaces centred in the learning cluster, creating an outward looking collaborative mode.

MAIN CENTRAL CONGREGATION SPACEThe Piazza is a large, open to sky, gathering space on the 2nd floor where bazaars, fund raising events and outdoor performances can be held. It is a combination of turf and hardscape to allow these events to occur.

BREAKOUT SPACESOn the ground floor, the Cafeteria spills out around a cooling Water Concourse and an educational Herb & Spice Garden. At the student drop-off, The Galleria exhibits student works. An outdoor Sculpture Garden along the building displays bigger sculptural art works and installations by the students.

KDU Penang University College | Batu KawanThe All New Live-And-Learn Environment

KDU IS

SYNONYMOUS WITHEMPLOYABILITYMore than 90% of KDU’s graduatesare employed or engaged in furtherstudy within 6 months upongraduating

STAFFED BY EXPERTSHighly-skilled lecturers and tutorswho share decades of experience

GLOBALStudents are given exposure tointernational standards and practices,collaborations, culture, language andwork ethics

COMPETITIVEKDU’s students compete at local andinternational platforms and win awardsand accolades from international iconsand organisations

AN ESTABLISHED NAME Over 30 years of superior privatetertiary education

STUDENT-CENTREDGood student-lecturer ratio thatemphasises personal attention tospark curiosity, inspire successand promote responsibility

AWARE OF TOMORROW’SNEEDS Practical knowledge applied throughthe entire programme to manageand solve future challenges

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KDU Penang University CollegeBuilding A Strong Foundation

purred by the success of the Petaling Jaya campus, the KDU board decided to expand the college beyond the Damansara Jaya vicinity and plans were quickly

made to make this dream a reality. From there, a decision was made to set up a branch campus in Penang with the aim to provide further education access to Penangites as well as the community in Northern Malaysia.

KDU Penang University College began its chapter when it opened its door to its first batch of students in 1991. Since then, KDU Penang University College has grown by leaps and bounds. Now, sitting proudly at Jalan Anson, KDU Penang University College is the most popular private tertiary education provider in the northern region. It has an international alumni from more than 60 countries around the world.

KDU Penang University College’s range of internationally recognised industry-driven academic programmes covers a wide level of offerings from Certificate to Diploma and Degree level programmes. All its programmes are accredited by the Malaysian Qualifications Agency and are internationally affiliated with top universities around the globe such as University of Lincoln and Northumbria University from the United Kingdom and the IMI International Management Institute Switzerland.

KDU Penang was conferred an all-round 6-star College status by the Ministry of Higher Education (MOHE) MyQuest Audit 2014/2015. It boasts of state-of-the-art facilities which include industry-standard 5-star kitchens, a Recording Studio, Art Gallery and Design Studios, VLSI engineering labs, Games and Multimedia Computing Design Labs, Business Boardrooms and Lounge, Mock Hotel Suites and many more. All this helps ensure that every KDU student is well prepared to be gainfully employed upon graduation – an indisputable fact that has strengthened the institution’s impressive graduate employment ratio record.

Over a span of 25 years, our students continue to do us proud with a string of successes in various national and international competitions. In July 2013, KDU Penang was also awarded the Penang MPSP Green Industry Award for the SME Education and Awareness category. For real education in the real world – HIT THE GROUND RUNNING™ with KDU Penang University College.

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DEPARTMENT OFMASS COMMUNICATION

Why KDU is the preferred choice:

reative people live life with passion and energy. Channel your energy to pursue a course of study in Communication. At KDU, we inspire you to lead, direct, write and unleash your potentials in the vibrant industry of public relations, broadcasting, print, media advertising and many other areas.C

Comprehensive industry-based syllabusLearn more with core subjects in all areas ofcommunications. Find out what suits you best! Master classes with celebrities and industry experts are conducted every semester for our undergraduates. Get knowledge that only industry experts could tell you so that you get ahead of the rest.

Internship stints with top media agenciesGet ahead in your resume with 3 months working stints with Malaysia’s top media organisations. The internship stints will open doors and opportunities for people with the right qualifications and skills.

State-of-the-art learning facilitiesAcclimatise with the industry early with facilities such as recording studios, iMac Lab, PR Spin Doctor Lab and a media broadcasting studio. Our state-of-the-art learning facilities which provide experience and knowledge found in the industry will enhance and enrich your learningexperience.

Coursework assessment-based degree programmeOur degree programme is coursework assessment-based. It is suitable for both full-time students and working adults. The coursework assignments are suitable forundergraduates who like to work independently and areself-motivated.

Industry-ready and recognisedOur programmes produce graduates with a 90%employment rate. Our graduates are sought after in the industry because of our strong industry-ready learning components that are built into our programme as well as the fact that they are trained by experts in their fields.

STUDY ROUTE

KDU DIPLOMA IN MASS COMMUNICATION

SPM / O-LEVEL OR EQUIVALENT

Bachelor of Arts (Hons) in Media Production Bachelor of Arts (Hons) in Communication and Public Relations

KDU PENANG UNIVERSITY COLLEGEDUAL AWARD-VALIDATED BY UNIVERSITY OF LINCOLN, UK

STPM OREQUIVALENT


R/321/4/0060 12/17 (A8444)

DIPLOMA INMASSCOMMUNICATION

his programme will take you through a broader spectrum of modules such as advertising, public relations, journalism, desktop –publishing, films studies, photography, media design broadcast-ing and many more. The syllabus will present numerous opportunities for you to experiencing

and having fun while acquiring knowledge and necessary skills. These skills prepared you for a broader and better career in communication field. It also provides you with a solid foundation route to higher degree.

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COURSE OUTLINE

• Introduction to Mass Communication• Public Speaking Skills• Writing and Referencing Skills• Principles of Public Relations• Introduction to Sociology• Introduction to Computing and Information Technology• Principles of Advertising

• Media Research Methods• Media, Culture & Society• Introduction to Radio Production• News Writing & Reporting for Print Media• Introduction to Film Studies• Mass Media Law

YEAR 1

• Photo Communication• Organizational Communication• Principles of Copywriting• Consumer Behaviour• Creative Strategy

• Media Planning• Desktop Publishing• Multimedia and Web Development• News Writing for Electronic Media• Personal Development & Leadership Skills

YEAR 2

• Practical Training

4 MONTHS

Account Servicing / Brand Management / Business Development / Public Relations / Event Management / Campaign Coordination /Broadcasting & Media / Film Producer / Script and Screen Writing / Photographer / Journalists / Feature Writer / Copy Writer

Duration 2 years 4 monthsCourse mode Full timeIntakes January, March, June, August and OctoberCourse location KDU Penang University College

CAREER OPPORTUNITIES

• Pengajian Malaysia 2• Oral Communication 2 / Bahasa Kebangsaan A• Ethics and Moral 2• Holistic Personal Development

Local• Bahasa Melayu Komunikasi 1• Oral Communication 2• Ethics and Moral 2• Holistic Personal Development

Foreign

MPU SUBJECTS


N/312/6/0210 11/21 (PA8079)

BACHELOR OFARTS (HONS) INMEDIAPRODUCTIONDUAL AWARD-VALIDATED BYUNIVERSITY OF LINCOLN, UK

aking movie is a new trend in Malaysia. KDU Penang’s BA (Hons) in Media Production degree program delivers an in-depth knowledge and practical skills on film making and multimedia production including scriptwriting, sound recording, animation, visual and sound effects, post production, etc.

Why study Media Production?KDU Penang’s BA (Hons) in Media Production degree program emphasizes the quality of content and story-telling elements in the process of media production. Students will acquire latest industrial standard’s practices through engagement with our industrial partners in guest lecture sharing sessions, talks, field trips to production house, real world projects of assignments, live show presentation and final year project. In addition, students will work as intern in related industry for future career development.

The program will be validated by the reputable Lincoln School of Film & Media from University of Lincoln in UK with dual award arrangement.

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COURSE OUTLINE

• Introduction to Mass Communication• Writing and Referencing• Digital Photography• Media Culture and Society• Public Speaking• Introduction to Public Relation

• Communication Theories• Sociology Studies• Digital Graphics and Layout• Online Technology• Print Production

YEAR 1

• Video Production• Media Strategy Planning• Sound Recording• Web Development

• Social Entrepreneurship Skills• Media and Communication Laws• Post Production• Screenplay and Scriptwriting

YEAR 2

• Visual and Sound Effects• Animation• Screen Appreciation• Final Production Project 1• Practical Training• Holistic Professional Development

• Creative Thinking• Communication and Media Research• Social Responsibility• New Media Advertising and Marketing• Final Production Project 2

YEAR 3

Film Director / Scriptwriter / Art Director / Film Producer / Co-producer / Post Production Supervisor / Dialogue Editor / Screenwriter /Casting Director / Audio Describer / Greensmen / Composer / Costume Designer / Director of Photography / Foley Editor / Film Sales Agent

Duration 3 yearsCourse mode Full timeIntakes January, June, August and OctoberCourse location KDU Penang University College


• Hubungan Etnik• TITAS• IELTS Preparatory Course• Ethics & Moral 3• Holistic Professional Development

Local• Bahasa Melayu Komunikasi 2• Pengajian Malaysia 3• IELTS Preparatory Course• Ethics and Moral 3• Holistic Professional Development

Foreign

MPU SUBJECTS


N/321/6/0209 11/21 (PA8078)

BACHELOR OFARTS (HONS) INCOMMUNICATIONAND PUBLICRELATIONSDUAL AWARD-VALIDATED BYUNIVERSITY OF LINCOLN, UK

ublic relations is a strategic communication process that builds mutual beneficial relationships between organizations and their publics. With the influence of social media, companies are now facing constant responses from their customers through comments or

postings on social media. This could go viral within seconds which might disrupt the reputation of the organization. Increasingly, the corporate world in Malaysia is well aware of the need of professionally trained public relations personnel in this complex corporate communication era. The communication talent in this field will help corporates handle the new challenges posed by the clients as well as the industry.

Why study Communication and Public Relations?KDU Penang’s BA (Hons) in Communication and Public Relations provides students with in-depth knowledge on communication skills and public relations through industrial-based curriculum design. The programme specifically emphasizes on practical and hands-on exposure to equip students to a real world working environment. Students will actively involve and expose to the industry experiences through event planning, talks, real world task for clients, academic conferences and guest lecture sessions conducted by industry professionals. Moreover, students will embark on internship with public listed companies, multinational companies, as well as local SME firms to gain deeper understanding on public relations jobs.

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COURSE OUTLINE

• Theories, Roles and Models of Public Relations• Creative Thinking• Customer Oriented Communication• Corporate Communications• Visual Communication• Intercultural Communication

• Principles of Public Relations• Sociology Studies• Public Speaking• Digital Photography• Media Culture and Society

YEAR 1

• Event Management 1• Communication Research• Public Opinion and Persuasion• Writing and Referencing• Web Production• New Media Marketing• Event Management 2

• Global Communication• Interpretation and Use of the Media• Writing for Public Relations• Consumer Behaviour• Media Strategy Planning• Brand Management• Crisis Management

YEAR 2

• Undergraduate Project/ Dissertation 1• Planning and Managing Public Relations Campaign• Corporate Social Responsibility• Web Usability and Development• Ethics and Moral 3

• Industrial Training - Placement• Undergraduate Project/ Dissertation 2• Public Relations Seminar• Social Legal and Ethical Issues• Online Journalism

YEAR 3

Public Relations Strategist / Social Media Campaign Strategist or Specialist / Campaign Director / Communications Specialist /Corporate Communication Manager / Event Manager / Public Relations Manager / Publicist / Branding Strategist

Duration 3 years Course mode Full timeIntakes January, June, August and OctoberCourse location KDU Penang University College


• Hubungan Etnik• TITAS• IELTS Preparatory Course• Ethics & Moral 3• Holistic Professional Development

Local• Bahasa Melayu Komunikasi 2• Pengajian Malaysia 3• IELTS Preparatory Course• Ethics and Moral 3• Holistic Professional Development

Foreign

MPU SUBJECTS


OUR INTERNATIONALPARTNERS KDU Penang University College's international partnership comprises of many prestigious universities around the world that deliver top quality undergraduate and postgraduate programmes. Besides academic quality, they also have large international student populations, celebrate a diversity of cultures and with helpful staff, always willing to help students to adjust and to settle down. This is in line with KDU's mission which is to provide superior learning experiences in a caring and conducive environment for our students to be successful.

The University of Lincoln is highly regarded for its innovative approach to teaching, learning and engagement, and has been rated the UK’s number one modern university by The Times and Sunday Times Good University Guide 2016. Lincoln is proud to be home to world-leading researchers who are making profound contributions to their subject areas. More than half of the research submitted by Lincoln to the national Research Excellence Framework (REF) 2014 was judged to be internationally excellent or world-leading (3* or 4*) – the highest scores possible.

University of Lincoln, UK


SUCCESS STORIES

Steven SoonSoo Onn

Winner of the ‘Best Visual Effects’ (short film category) at3rd USM International Creative Awards, 2015.

Best Advertisement/PSA, Silent Killer, UNIMAS’ 11th Mini Film Festival 2015.

Best Documentary, The Making of a Walkable City: Reclaiming Kaki Lima,KDU Penang Flicks Fiesta 2015.

Best Editing, The Clocktower Conspiracy, KDU Penang Flicks Fiesta 2015.

Best Documentary, The Clocktower Conspiracy,USM 3rd International Creative Visual Awards 2014.

JerrieLim Jieli

Winner of Ms Hard Rock South East Asia 2013. Winner of Ms. Hard Rock Penang 2013.

Laureen QuahMing Hui

Jerrie Lim Jieli

Laureen Quah Ming Hui

Steven Soon Soo Onn


ERIC SHAUN SEATON

GRADUATION YEAR: APRIL 2014

Bachelor of Science in Communicationand Public Relations,Northumbria University

Diploma in Mass Communication

KDU ALUMNI

KDU believes that people should learn more from people and not just from books.Here at KDU Penang University College, not only lessons are learned but people are celebrated for the inspiration they bring toeach other.

STEVEN SOON SOO ONNGRADUATION YEAR: AUGUST 2015

The best experience I had was having lecturers who genuinely cared for me. Lecturers who not only helped me in my studies, but also encouraged me to pursue my dreams. Lecturers who gave me opportunities to shine and pushed me to a level of potential I never knew I had. Lecturers whom I can proudly call my friends. This I believe, is one of the highlights of my college life. KDU has offered me a platform to express my thoughts, perspectives, beliefs and ideas through events like the International Student Conference and various short film competitions and festivals using primarily public speaking andfilmmaking skills. Besides that, it has also indirectly assisted me in making new networks with people of theindustry, which is very important if I want to get my name and my workrecognised.

The one thing I enjoyed most about being in KDU Penang University College is the fact that there's just so much positive energy in the air. The campus is not only well equipped with facilities, but the staff and lecturers are really helpful as well. I spent two years in KDU for my Diploma in MassCommunication and currently I’mpursuing my Degree in Communication and Public Relations because I like the fact that the whole programme is solely based on coursework. I'm currently freelancing as an event host and needless to say my career kick started in KDU Penang. My Diploma in Mass Communication gave me the foundation I needed and it also taught me to be independent and prepared for real world careers and situations. I strongly believe that in life, it doesn't matter where you are. You just need to work really hard to get to where you want to be and most importantly, be humble. I do like to believe that one day I will go on to inspire and remind people that they are capable of so much more than they give themselves credit for and that hard work and perseverance really does pay off in the long run.

While pursuing my degree at KDU Penang University College, I gained valuable knowledge on various things. They range from event planning and management to communication skills. My experience meeting new people through outside of the classroomactivities and trips has helped me become a more observant and analytical person. The syllabus was very much to the needs of the current industry and it allowed me to be flexible. My fondest experience is when I was the Project Director of “It’s Jinnyboy Time 2013”. It was an event where my classmates and I planned and organised a sharing, plus a meet & greet session for Jin and Reuben from JinnyboyTV. It was the first kind of event ever to be done with JinnyboyTV by an all student organising committee in Malaysia.

Diploma in Mass CommunicationLAUREEN QUAH MING HUIGRADUATION YEAR: AUGUST 2012

Computer Lab

iMac Lab

Video Recording Studio

Audio Recording Studio

Bon Appètit RestaurantCafeteria

Gymnasium

Hostel

Discussion RoomLibrary

Lecture Theatre


REAL WORLD FACILITIES• Electronics Lab• National Instruments LabVIEW Academy/VLSI Lab• Computer Aided Design Lab• Electrical Power Lab• Mechanical Lab• Machines Workshop • Business Lounge• KDU Hospitality Training Suite• KDU-IMI Lounge• Pastry Kitchen • fully-equipped hotel specification kitchen • state-of-the-art equipment

• Carême • pastry & bakery kitchen

• Escoffier • grade manager & butchery kitchen

• Main Kitchen • for fully-equipped hotel standard commercial kitchens state of the art equipment • food production kitchen, island kitchen, preparation kitchen, main pastry kitchen

• Bon Appètit Restaurant • fine dining training restaurant

• Bar 91 • casual dining snack bar

• Mixology Lab • Students learn the method of cocktail making

• Culinary Arts Studio • carving and food arts studio

• Audio Recording Studio• Podcast Media Broadcasting Studio• Computer Labs and iMac Labs• Fully-equipped Science Labs• Games Lab and Games Lounge• Cafeteria• Gymnasium• Library • electronic book databases • electronic journal databases • specialised electronic databases

• Spin Doctor Lab• Surau• Wi-Fi Enabled Campus• Hostel

ALL INFORMATION PROVIDED IS UP-TO-DATE AND ACCURATE AT THE TIME OF PUBLICATION. KDU PENANG UNIVERSITY COLLEGE RESERVES THE RIGHT TO ADD AND MAKE ANY OTHER ALTERATIONS, AS IT MAY DEEM NECESSARY.READERS ARE RESPONSIBLE FOR VERIFYING INFORMATION THAT PERTAINS TO THEM BY CONTACTING THE KDU PENANG UNIVERSITY COLLEGE.

PUBLISHED BY KDU PENANG UNIVERSITY COLLEGE, DECEMBER 2016.

32, Jalan Anson,10400 Penang,

Malaysia.Tel: +60-4-238 6368

Fax: +60-4-228 0054

1st Floor, No. 3,Jalan Dato Tahwil Azar,30300 Ipoh, Perak, Malaysia.Tel: +60-5-241 4211Fax: +60-4-228 0054

[email protected] KDUEducation

KDU UNIVERSITY COLLEGE (PG)SDN. BHD. (879357-X)

KDU UNIVERSITY COLLEGE (PG)IPOH RECRUITMENT CENTRE

+6018 916 0368

A Paramount Education CompanyKDU PENANG UNIVERSITY COLLEGE - DKU032(P)

masscomm a4 03012017 - kdupg.edu.my. chong beng keok vice chancellor industry-standard facilities,...

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