Bachelor of Communication (Promotional Communication)

3 Years On Campus Bachelors Program

Queensland University of Technology

Program Overview

The Bachelor of Communication (Promotional Communication) at QUT focuses on building strong skills in advertising, branding and strategic communication that influence how audiences think and respond. It is designed for students who are creative, persuasive and interested in working in marketing, advertising, public relations and brand communication roles.

Curriculum structure

Year 1:
In the first year, you develop a foundation in communication and media by learning how audiences engage with messages across different platforms. Core units such as Communication in the Digital Age, Visual Communication and Understanding Audiences help you build creativity, critical thinking and basic media literacy skills.

Year 2:
In the second year, the focus shifts towards promotional communication practice, where you begin learning how brands are built and promoted. Units such as Advertising Strategy, Brand Communication and Media Production help you develop skills in campaign planning, storytelling and media content creation.

Year 3:
In your final year, you apply your learning to real-world communication challenges through advanced strategy and industry projects. Units such as Integrated Communication Campaigns, Communication Strategy and Industry Project allow you to design full campaigns, work with clients and build a professional portfolio.

Focus areas (in a string):
Advertising strategy, brand communication, integrated communication campaigns, audience engagement, digital marketing, visual storytelling, media planning, consumer behaviour, creative communication, promotional strategy

Learning outcomes (in a string):
Create strategic communication campaigns, develop brand messaging, analyse audience behaviour, design integrated marketing strategies, produce advertising content, apply digital communication tools, evaluate campaign effectiveness, collaborate on industry projects

Professional alignment (accreditation):
The program is closely aligned with industry practice, offering internships, real client projects and work-integrated learning opportunities supported by QUT’s creative industries and communication networks.

Reputation (employability rankings):
QUT is ranked among the top universities globally for communication and media studies and is highly recognised for producing job-ready graduates with strong industry skills.

Experiential Learning (Research, Projects, Internships etc.)

In the Bachelor of Communication (Promotional Communication) at QUT, you build practical skills by working on real campaign briefs, developing brand strategies and creating promotional content that mirrors professional advertising agency work. The program focuses on learning through practice, where you collaborate with peers, use industry-standard tools and gain experience in real communication environments supported by QUT’s Creative Industries facilities and industry connections:

Industry internships and placements with media, advertising and communication organisations including Network Ten and Brisbane Festival.
Work-integrated learning units based on real or simulated client briefs in branding, advertising and promotional strategy
Access to QUT Creative Industries precinct, studios and collaborative learning spaces for communication and campaign development
Hands-on experience using digital tools for advertising design, media planning and campaign execution
Group projects that replicate real agency workflows including strategy development, creative production and pitching
Teaching from industry-active academics and guest professionals working in advertising and communication fields
Opportunities to build a professional portfolio through branding, advertising and integrated communication projects
Exposure to industry networks and real-world communication challenges through QUT partnerships
Access to QUT libraries and digital resources supporting media, communication and marketing research

Progression & Future Opportunities

Graduates of the Bachelor of Communication (Promotional Communication) at QUT enter the workforce with strong skills in advertising, branding, marketing and strategic communication. You’ll be prepared for roles such as advertising professional, brand strategist, marketing coordinator and social media manager, with the ability to create and manage impactful communication campaigns across industries. The program is designed to make you industry-ready through practical experience and strong professional connections:

QUT Career and Employment Service supports students with career planning, resume development, interview preparation and job search guidance. Graduates could expect to earn between AUD 55,000 and 70,000 per annum.
Industry-linked learning through internships and placements with organisations such as Network Ten, Brisbane Festival and other media and marketing partners
Graduates work across advertising agencies, media organisations, corporate communication teams, government departments and creative industries
Strong demand for QUT graduates due to their practical experience in digital, creative and strategic communication
Supported by QUT’s Creative Industries Faculty and Digital Media Research Centre, ensuring learning is aligned with current industry practice
Work-integrated learning and real client projects help students graduate with a professional portfolio and industry experience
Skills developed in branding, communication strategy and digital media support long-term career growth across multiple sectors

Further Academic Progression:
After graduation, students can continue their studies with postgraduate options such as a Master of Communication, Master of Digital Communication or honours programs at QUT, opening pathways into advanced roles in media, research and communication leadership.