THE STAR, TUESDAY 28 AUGUST 2018

COURSE FOCUS
HOSPITALITY, LAW, TEACHING &
MASS COMMUNICATIONS

Taking charge
of the future
With digitalisation taking over mass
communication, is digital media the future of
tertiary education in this field?
2 Course Focus
By DHARSHINI CHANDRAN
COMMUNICATION is the basis of
human life. Even babies
communicate with cries and other
sounds to express a range of
emotions.
From the time you were young,
you were probably taught how to
communicate with other people. As
you grow older, the way you
communicate becomes more
effective.
Mass communication, which is
concerned with the dispersion of
information to a large audience, is
a popular course option. This field
of study aims to educate students
on efficient, ethical human
interaction.
It is defined as the imparting of
information on a large scale to a
wide range of people, though with
advancements in the digital
frontier, it now includes the
exchange of information as well.
As a mass communication
graduate, you have a wide range of
career options to consider. The
information and content industry
needs creators, managers,
gatekeepers, curators and
distributors to sustain it, and that is
where you come in.
A typical mass communication
degree equips you with knowledge
of communication history, theories,
methods and channels, and how to
use these things to most efficiently
deliver a message.
Due to its vast nature, you will
often be expected to choose
between broadcasting, public
relations, marketing and advertising
Studying new media
The growth of digital media brings with it a need for mass communicators who
can navigate the uncertain terrain with confidence and sound training.
to major in when pursuing your
degree.
A quick search of “mass
communication” on Jobstreet.com
brings up positions such as
copywriter, editor, sales executive,
marketing manager, social media
manager and digital media advisor
as well as various internship
opportunities.
As far as job prospects go, you
have a bright future in the field of
mass communication because it is
unlikely that the need for it is going
away anytime soon.
Jobstreet.com’s Salary Report
2018 states that entry-level jobs in
the Arts/Media/Communication
category fetch a minimum of about
RM1,800 to RM2,600. Although the
figure may not be as high as entry-
level jobs in fields such as
engineering and manufacturing,
there is almost unlimited potential
for career growth and diversity.
In the mass communication
industry, experience is
everything. If you want to start
working sooner, you can opt to
pursue a diploma in mass
communication, after which you
can start working or skip to the
second year of a related degree
programme.
If you have an interest in
mass communications, it is
recommended that you have a
strong command of two or more
languages, be able to work
irregular or long hours and be
highly adaptable to change.
To be relevant in multiple
areas, you can opt to diversify
your skills.
You may consider picking up
another language, which can
open doors into another nation,
or learn about web design so you
can bridge the overlap between
mass communication and
information and communication
technology (ICT).
Mass digitalisation
Mass communication is slowly
but surely moving to digital
media. Mass communication via
digital media has some overlap
with the ICT field because with
online development comes the
need for content, communication
methods and advice on how to
best present information to the
audience. With this comes more
diverse job options because while
traditional jobs are still being
maintained, their scopes are
expanding to include literacy in
digital media.
One may argue that the
popularity of digital media is
absolving the need for traditional
forms of mass communication
and that students should move to
studying digital media, but the
truth is that the emergence of
new media is only pushing
traditional media to evolve.
Thus, students need a strong
foundation in existing processes
and practices to figure out how to
manoeuvre their way through
the digital age. Even though the
digital age seems like the final
frontier, it is likely that there will
be new advancements cropping
up in the future.
The focus is on mass
digitalisation right now but that
could change, so students should
prioritise the acquisition of
adaptable and transferable skills
such as critical thinking, sound
ethical consideration and
intercultural competence.
Though no one can say for
sure, the fundamentals of mass
communication will probably
Tailor your ambitions
It is not only extroverted
people who are suited to
pursuing studies in mass
communications. Although
being sociable is an important
part of communicating, there
are many other aspects of this
field that are not subject to
your personal inclination to
talk to other people.
That said, bear in mind that
most jobs in this field involve
heavy teamwork and
collaboration, so get used to
working and communicating
with others while at university.
Listed below are some jobs
you can aim for based on your
THE STAR, TUESDAY 28 AUGUST 2018
What to expect
General mass
communication courses do
not differ too drastically
across the board in terms of
subject offerings. It is when
you settle on a major that
you encounter more
specialised subjects. Here are
some you may see listed in
your programme
curriculum.
l Information literacy
l Ethics in communication
l Intercultural
competence
l Media law
l Critical thinking
l Communication theory
l Organisational
communication (public
relations major)
l Crisis management
(public relations and
marketing majors)
l Radio and television
reporting (journalism major)
l Digital storytelling
(broadcasting major)
l Creative copywriting
(advertising major)
remain unchanged for the
foreseeable future.
As such, when faced with new
situations and advancements in
the industry, students should
approach each development
with a keen eye and critical
mind, and make sure that what
they practise stay true to the
foundations of mass
communication.
The necessary skills
Digital media literacy is an
increasingly important subject
in mass communication studies.
By definition, in its capacity as a
component of media literacy,
digital literacy is about creating,
managing and consuming
content on various digital
platforms. While ethics in mass
communication has been widely
explored, ethics in the digital
frontier often fall into grey
areas.
Digital media-literate
graduates are expected to be
able to navigate these grey areas
and contribute towards
establishing principles and
codes of conduct that apply to all
forms of online mass
communication. Critical
thinking is an important skill
that mass communicators must
possess.
> SEE NEXT PAGE
major personality traits.
l Highly creative and
dislike much structure –
Journalist, copywriter,
filmmaker or art director
l Adept at mediating and
resolving conflict – Publicist
or media relations manager
l Congenial, patient and
persuasive – Advertising sales
agent, marketing manager or
corporate communications
officer
l Adventurous and like
being challenged – Foreign
affairs officer, consumer
advocate or campaign
manager
THE STAR, TUESDAY 28 AUGUST 2018 Course Focus 3

The 101 on mass comm

MASS commmunication is not a
homogenous field. In fact, it could
not be further from that.
To help you figure out which
area of mass communication you
want to pursue an interest in,
below is a crash course on the four
main components of the
field.
l Print – Books, newspapers,
magazines, journals and pamphlets
are part of this industry. These
publications are used to share
news, opinions, stories and
research material, among others.
Print publications cannot be
updated in real time, so they
function as records of past events.
One would expect the print
industry to have become obsolete
in the digital age, but it is still
relevant. Its careful curation and
analysis of information appeals to
people in this era of information
oversaturation online and higher
political interest.
Print media is a valuable,
credible resource that carries
recognition and clout for authors.
There is a certain element of
nostalgia among the audience for
print publication, and a lot of
people enjoy having hard copies as
keepsakes.
Jobs in print publication could
be as straightforward as printing
press manager and reporter, or as
niche as sustainability officer.
l Radio – Another area that was
expected to fade with age, radio
broadcasting is still going strong. It
is one of the oldest forms of
auditory communication and
remains among the most cost-
effective. Even with online music
streaming services such as Pandora
and Spotify, radio has a vast,
enduring audience.
Spoken word, music and other
sound bites form the basis of radio
broadcast. Radio programmes
today are based on the belief that
people listen to the radio while
driving, so segments include topics
such as news updates, popular
music, traffic updates and public
service announcements.
It is amazing how much
information our memories retain
from auditory input. Think about
the last time you had a radio
jingle stuck in your head.
For this reason, advertisers view
radio as a highly effective medium
to send messages that, when done
right, stay with their audiences for
a long time.
As an advertising major, you
have the advantage of knowing
how audiences may react (through
personal experience) and how to
take advantage of those reactions
to deliver messages effectively
(through professional skills).
l Television and cinema –
These media are saturated with
moving images and sounds
that are highly engaging and
entertaining.
Television broadcasts almost
everything that happens in the
world, including live events, soap
operas, films, advertisements and
news.
Careers in television include
news producer, camera operator,
lighting manager, storyboard artist
and actor, some of which overlap
with cinema.
Cinema is a thriving industry
and with the enforcement of illegal
movie taping bans and crackdowns
on movie-streaming sites,
filmmakers’ creations
are becoming increasingly
protected.
Undoubtedly the more creative
part of broadcast media, films are
a powerful medium that can move
and influence audiences. Cinema
also involves front-end jobs such as
cinema manager, projectionist and
event manager.
l Internet-based media – The
Internet hosts a convergence of all
three media forms mentioned
above. It is an important medium
of real-time information, which
makes it especially useful in news
dispersion and story bites of
current events.
With the Internet’s huge
population and accessibility from a
range of devices such as computers
and smartphones, news can spread
like wildfire, satisfying audiences’
information needs during crises or
important events.
The Internet is seemingly
unlimited in the number of ways
people can communicate on it.
Instant messages, e-mails, live
chats, websites, videos and social
media are just a few of the ways
you can communicate on the
Internet.
Due to this overwhelming
diversity, mass communication
courses today include new media
studies, digital reporting and web
design principles so that graduates
are caught up with current trends
in the job market.

Establish yourself
in the digital age
> FROM PREVIOUS PAGE
This age of information
overload online brings about
diluted information, speculation
and misinformation, and it is
the digital mass communicator’s
job to be able to deliver
messages in a clear, concise
way that mitigates those three
issues. One of the most essential
perspectives that you must have
as a digital mass communicator
is to not think of digital media as
the be-all and end-all.
You must be critical of the way
digital media operates and
exists, just as you would other
media. Overlooking the
weakness and shortcomings of
any media makes for
irresponsible communicating
because as a professional, if you
ignore one part of your job, you
are not doing it well.
To create and post content
online, you must first know
what it feels like to be part of the
audience.
As just about everyone grew
up consuming content in one
way or another, you would think
that you have no problems
relating to your audience.
The reality is that mass
communicators spend so much
time on the other side that they
forget how to engage their
audiences. A good digital mass
communicator should consume
just as much content as she
creates to gauge what kind
of content is appealing to the
digital masses.
At university, one or two of
your professors may assign the
class to watch movies or
documentaries, participate in an
event, or analyse news
programmes so that students
may immerse themselves in the
view of an audience member
while also learning about
effective communication
methods.
From a digital standpoint,
however, it is less clear-cut.
Therefore, it is up to the student
to seek online content to
consume, compare her
experience with her peers’ and
determine her own learning
outcomes.
If all else fails, ask your
lecturers for advice. As industry
representatives, it is likely that
they are knowledgeable in
staying relevant in the shifting
tides of the mass communication
industry.
After all, they would not be
teaching you if they had not
sought to update their own skills
to adapt to the digital age.
4 Course Focus
Enriched learning experience
THE art of delivering messages to the mass
audience in a captivating audio-visual
package is a truly complex process.
From traditional radio transmissions to
the variety of social media content all over
the Internet, technical skills in broadcasting
are essential in delivering these messages
effectively.
With close to five decades of excellence in
providing quality and affordable higher
education, Tunku Abdul Rahman University
College (TAR UC) understands that its
broadcasting students must adapt to the
needs of today’s industry.
TAR UC’s Faculty of Communication and
Creative Industries (FCCI) has taken its
Bachelor of Communication (Hons) in
Broadcasting to the next level by offering a
dual-award programme in partnership with
Coventry University (CU) in the United
Kingdom.
Broadcasting students taking this dual-
award programme can spend the second
semester of their second year at CU or opt to
complete their semester in Malaysia.
Upon successful completion of the
programme, students graduate with two
bachelor’s degrees – one from TAR UC and
one from CU – giving them an edge over
others in Malaysia and abroad.
Since 2014, the strategic partnership
between TAR UC and CU has paved the
way for TAR UC students to obtain dual
qualifications in finance, business and
management. FCCI’s broadcasting
programme is the latest addition to this
partnership.
Ranked the 13th best university in the UK
by the Guardian University Guide 2019 and
awarded Gold for teaching excellence last
year, CU is gaining greater recognition in the
UK and internationally for its excellent
quality of teaching. The university is located
in Coventry, England’s ninth largest city and
11th largest in the UK.
TAR UC’s Bachelor of Communication
(Hons) in Broadcasting students are exposed
to different cultures thanks to the cultural
diversity that CU offers.
“It is definitely a different experience
living and studying abroad. Our students
attend the same classes as other
international students at CU, so they are
exposed to new environments and cultures
there,” says Pushpavalli Maniam,
programme leader for the Bachelor of
Communication (Hons) in Broadcasting
programme.
“This once-in-a-lifetime experience is
something that will be useful for their
future careers, especially in the media
industry.”
TAR UC’s first cohort of Bachelor of
Communication (Hons) in Broadcasting
students under the dual-award programme
left for the UK last September and returned
in January this year to continue their
studies at TAR UC.
Visit TAR UC’s booth at major
education fairs to find out
more about the programmes
offered by FCCI and dual-
award programmes. TAR UC
offers attractive merit
scholarships and sibling
discounts to qualified students.
n For more information, visit
www.tarc.edu.my
Broaden horizons
by going overseas
WE live in an incredibly exciting period in
history. Change and disruption are
becoming the norm, and developing the
resilience and creativity to harness the
potential of disruptive energy is becoming
an increasingly crucial requirement for
success.
As the Fourth Industrial Revolution yields
greater advancement in technologies that
reduce the need for human workers,
graduates must equip themselves with skills
that machines are not capable of, such as
creativity, empathy, resilience and
networking.
Multiple studies suggest that when it
comes to enhancing an individual’s success
toolbox and career prospects, studying
abroad promises the highest return on
investment.
Performed by INSEAD’s Prof William
Maddux and Prof Adam Galinsky from
Kellogg School of Management, a 2009 study
titled Cultural Borders and Mental Barriers:
The Relationship Between Living Abroad and
Creativity published in the Journal of
Personality and Social Psychology showed
that spending time studying abroad
increases creativity in students.
According to the paper, the relationship
between living abroad and creativity
was consistent across a number of
measures, including insight, association
and generation.
A similar 2012 study conducted by three
scholars at the University of Florida, titled
On the Cognitive Benefits of Cultural
Experience: Exploring the Relationship
between Studying Abroad and Creative
Thinking and published in Applied Cognitive
Psychology, showed that students who spent
a semester or year abroad outperformed
other students on measures related to
critical thinking.
This provides empirical evidence that
studying abroad “supports complex
cognitive processes that underlie creative
thinking in culture specific and domain
general settings.”
The Erasmus Impact Study commissioned
by the European Commission in 2014 found
that students who study or train abroad not
only gain discipline-specific knowledge in
their field of study, but also strengthen key
skills highly valued by employers.
The study reported that 64% of employers
The recent batch of students from Heriot-Watt University Edinburgh who studied in Malaysia for
a year through the Go Global intercampus transfer programme.
THE STAR, TUESDAY 28 AUGUST 2018
think that international experience is
important when they select future recruits.
A similar percentage of the polled employers
said that graduates with an international
background are given greater professional
responsibility within their respective teams.
The evidence that studying abroad is a
positively life-changing experience is
overwhelming. It has beneficial impact on
personal and professional growth as well as
intercultural and career development.
Living independently and interacting with
a different culture can positively influence
one’s self-confidence, widen horizons, and
promote empathy and open-mindedness.
Recognising the importance of spending
time abroad, Heriot-Watt University
developed the Go Global programme that
guarantees every student an opportunity to
spend some time studying at an overseas
campus.
This may be a two-week study trip, a
semester or a year abroad. With campuses
in the United Kingdom, Dubai and Malaysia,
the university is in a privileged position to
avail its students with this opportunity.
David Bold, a third-year BSc (Hons)
Construction Project Management student at
Heriot-Watt University Malaysia, is one of
many students who have embarked on the
university’s unique Go Global intercampus
transfer programme.
“As a construction project management
student, this transfer offered me the chance
to observe huge-scale construction projects
that was impossible to do in Scotland.
“I cannot recommend the transfer to the
Malaysia campus enough. It is the best
decision that I have made and one that has
given me the necessary confidence and
experience to seek a future global career,”
says Bold.
To find out more about the university’s
Go Global intercampus transfer programme,
BSc (Hons) Construction Project
Management programme, other
undergraduate and foundation programmes,
or scholarships on offer, visit its campus
during consultation hours, which are from
9am to 5pm on weekdays and 10am to 4pm
on weekends throughout this month.
n For more information, call 03-8894 3888,
e-mail hwum@hw.ac.uk or visit www.hw.
edu.my
THE STAR, TUESDAY 28 AUGUST 2018
Your options in law
RULES and regulations give humans order.
Through the legal system, people are
expected to adhere to the will of the country
and do what is right. With the possibility of
encountering so many different situations,
however, how would you know when is the
right time to do the right thing?
This predicament is what makes law
interesting. After you brave the rocky
journey of law school, which is
commendable in itself, you will choose an
area to specialise in. To the public eye, legal
professions are generalised under “lawyer” –
someone who deals with any law, despite the
field having multiple specialisations that
cater to different legal areas and situations.
It is true that some lawyers tend to many
areas of the law, but most identify their
strengths in one or two legal areas and
specialise in them.
Protectors of creators
In this digital era of advanced technology,
intellectual property fraud is rampant. As an
intellectual property lawyer in this country,
you will work with the Malaysian
Intellectual Property Office.
You will handle various cases of rights
protection for tangible and intangible
creations from individual creators and
organisations. You will advise your clients
and file applications for copyright,
trademark and patent rights for them
according to legal regulations.
In this specialisation, you will need to be
meticulous and have a thorough
understanding on the different domains of
intellectual property such as the arts,
research and innovation, and industrial
designs.
Nature’s helpers
With the rapid rise in global temperature
and melting ice caps, uncontrolled pollution
is to blame especially in a country such as
Malaysia where the environment protection
regulations are quite lenient. Environmental
lawyers play a crucial role in mending not
only the local situation but also contributing
to the betterment of the Earth’s health.
An environmental lawyer represents
clients in legal issues concerning air, water
and land pollution such as waste
management, biodiversity protection, clean
energy regulations and climate change
management.
You need to be organised and detailed if
you aim to be an environmental lawyer
because you will be gathering information,
documents and proof to make effective cases
especially with arbitrary or incomplete
interpretations of environmental law.
Essentials of business
The vast business industry witnesses
Course Focus 5
As a corporate lawyer,
you will cover matters
such as acquisitions,
mergers, contract disputes,
patent applications
and liability issues. You
can choose to work for
small companies or huge
business conglomerates,
but remember that bigger
clients come with tougher
responsibilities.
countless cases of organisational issues every
day such as formation and dissolution.
Corporate lawyers oversee the legal side of
these issues.
These lawyers work at law firms and
serve as consultants for several
organisations or assume the role of in-house
counsel for one organisation.
As a corporate lawyer, you will cover
matters such as acquisitions, mergers,
contract disputes, patent applications and
liability issues.
You can choose to work for small
companies or huge business conglomerates,
but remember that bigger clients come with
tougher responsibilities.
Pursuing this specialisation requires you
to be a perfectionist and strategist as there is
no room for mistakes. You must appear
professional and have a strong grasp of
language to obtain the trust and respect of
your clients.
At a glance
It is understandable that lawyers’ roles are
over-generalised. They are, after all,
professionals who tend to legal issues and
ensure that people, including themselves,
abide by the law.
However, when lawyers specialise,
they will know their chosen areas like the
back of their hands, which makes them
experts in those areas. Not limited to the
aforementioned specialisations, there are
many more legal fields such as criminal law,
family law, immigration law and
international law.
Your enthusiasm, effort and dedication
will not only take your career to great
heights, it will also give you immense job
satisfaction because you chose an area you
knew you could do your best in.
6 Course Focus
Conferring honorary degrees
THE University of Nottingham Malaysia
conferred honorary degrees to four
outstanding individuals at the university’s
summer graduation ceremony last month.
Recognising outstanding contribution,
success and distinction, the recipients of this
year’s awards are Datuk Dr Afifi al-Akiti,
Datuk Gan Ah Tee, Datuk Hooi Lai Lin and
Datuk Beh Chun Chuan.
Dr Afifi is a KFAS (Kuwait Foundation for
the Advancement of Sciences) Fellow in
Islamic Studies at the Oxford Centre for
Islamic Studies and Islamic studies lecturer
at the Faculty of Theology and Religion –
Oxford University’s oldest faculty.
Gan is the managing partner of BDO
Malaysia and regional senior partner of
BDO ASEAN. A member of the Malaysian
Institute of Accountants, Malaysian
Institute of Certified Public Accountants
and Institute of Chartered Accountants
in England and Wales, he has more than
35 years of experience in auditing, corporate
finance, restructuring and other advisory
services.
Hooi is the chief executive officer and
director of Ken-Rich Corporation Sdn Bhd.
As a successful entrepreneur, she has won
the inaugural Prime Minister’s Woman
Entrepreneur Award 2011, NAWEM Women
Entrepreneur Award 2006, Community
Contribution award by Malaysia Women’s
Career Building Association, and the
BrandLaureate 2016/2017 Corporate
Branding Award.
Beh is the founder and chairman of
the BP Healthcare Group, an integrated
healthcare provider in Malaysia that
he has grown over a 35-year period.
Under his leadership, the healthcare group
runs free dental examinations, hearing
checks and bone density assessments in
addition to sponsoring charitable events
and causes.
Dr Afifi (left) and Prof Kendall at University of Nottingham Malaysia’s summer graduation
ceremony.
Lord Dearing Awards and
Vice-Chancellor’s Medal
The Lord Dearing Awards recognise the
outstanding achievements of University of
Nottingham staff in enhancing the student
learning experience.
Recipients of the awards at the summer
graduation ceremony were Dr Risky Harisa
Haslan, Gerard Aloysius Francis, Dr Siew
Chen (Mandy) Sim and Prof Kang Nee Ting.
The team award was given to University
of Nottingham Malaysia’s Virtual Reality
for Building Information Modelling in
the Engineering Education Team, which
consists of Prof Andy Chan, Dr Sien Ti
Kok, Dr Jing-Ying Wong and Dr Su Ting
Yong.
The Vice-Chancellor’s Medal is awarded
in recognition of exceptional achievements
by staff or students of the university. The
criteria for the award include exceptional
New stream in journalism
THE Bachelor of Arts in Mass
Communication programme offered by
Curtin University Malaysia (Curtin Malaysia)
has been enhanced with the addition of a
Journalism stream to the existing Corporate
Screen Production, Marketing and Public
Relations streams. This is ideal for students
who are keen on pursuing careers in print,
broadcast and online media.
The three-year course is identical to the
one offered at Curtin University’s main
campus in Perth, Australia. This practical
and technology-centred course gives
students ample exposure to industry
practices, opportunities to work with
industry-standard equipment, and the
chance to produce work for print, film
and television.
The new Journalism stream covers
journalism theories and practice through
print, broadcast and online media, including
the legal and ethical conditions that
journalism is subject to.
Curtin Malaysia’s Faculty of Humanities
head of programme Tharshni Kumarasamy
says that when pursued in combination
with other elements of the Bachelor of
Arts in Mass Communication,
the Journalism stream
provides students with the
ability to communicate
effectively, opportunities
to publish on a variety of
media platforms, and
an understanding of
how contemporary
news media
operate.
Students will also
learn to interpret
situations or
events, tell concise,
accurate hard news
stories, think and write
critically about
journalism and its role
in society, develop
news gathering,
THE STAR, TUESDAY 28 AUGUST 2018
achievement in any arena, notable
endeavour that has made a difference to the
university, a substantive contribution that
has enhanced the university’s reputation,
and activity that has had a noticeably
positive impact on students, staff or the local
community.
Graduation ceremony
The graduation ceremony also witnessed
close to 900 students graduating from
undergraduate and postgraduate courses
from the Faculty of Arts and Social Sciences,
Faculty of Engineering and Faculty of
Science.
According to University of Nottingham
Malaysia’s provost and CEO Prof Graham
Kendall, graduation is a milestone in a
person’s life. It is the culmination of a lot
of hard work by those who are graduating
and an opportunity to reward their
achievement.
MSc Preview
The University of Nottingham Malaysia
will be hosting MSc Preview for the MSc
Finance & Investment, MSc International
Business, MSc Business & Management and
MSc Professional Accountancy courses on
Sept 5 from 7.30pm to 8.30pm.
Courses and scholarships
The university provides foundation,
undergraduate and postgraduate courses.
To make tertiary education more accessible,
University of Nottingham offers RM15mil
worth of scholarships.
n For more information, e-mail study@
nottingham.edu.my or visit www.
nottingham.edu.my
writing and research skills, generate ideas,
undertake research, conduct interviews,
and work in a newsroom environment.
The last one involves practical training
in digital recording, editing and production
using standard equipment, ensuring that
students are able to react to the demands
of the modern news environment.
Curtin Malaysia is the world’s largest
Australian international campus as well
as Curtin University’s largest international
campus and global hub in Asia.
It was the first foreign branch campus
established in Sarawak in 1999 in
partnership with the Sarawak State
Government and other Sarawak
stakeholders.
Curtin Malaysia offers undergraduate
and postgraduate courses identical to those
offered at its parent campus in Perth as well
as pre-university courses that feed directly
into its undergraduate programmes.
In 2010, Curtin Malaysia was granted self-
accreditation status by the Malaysian
Qualifications Agency and 5 Star: Excellent
status in the Rating for Higher Education
Institutions in Malaysia 2017.
Curtin Malaysia is ISO 9001:2008
certified – an assurance of its
quality management systems
and practices.
n For more information
on Curtin Malaysia,
visit www.curtin.edu.my
Curtin Malaysia’s
new Journalism
stream in its
Bachelor of Arts
in Mass
Communication
programme
opens up new
avenues of
success for
students.
THE STAR, TUESDAY 28 AUGUST 2018 Course Focus 7

Effective writing – the key to success

HAVING worked as a wedding
planner and sales executive for
several years, I have had many
first-hand experiences that prove
This realisation of writing’s
impact on an organisation’s day-
to-day operations and long-term
sustainability eventually led me
buyers’ excitement, stimulating
their spending desire and
generating sales for the company.
It is evident that writing to exert
and realisation of the importance of
An effective piece effective writing. I am now more
critical of my own compositions to
of writing would ensure that they always address

how essential effective writing is
to employment.
In the current global
marketplace, the ability to
communicate well with people
from different cultures and social
to pursue the Bachelor of Arts
and Social Sciences majoring in
writing at Monash University
Malaysia.
Currently in my second year, I
influence for a specific purpose is
very much dependent on choosing
the correct kind of text and tone –
not just writing without errors.
The units that make up my major
cleverly downplay
their intended purposes and achieve
results.
these with neutral My pursuit of a degree in writing
has undoubtedly broadened my
language so career scope, as my expertise can

that readers are

statuses is essential to securing a
good job and advancing in one’s
career.
Communication, however, is
not limited to speaking but
includes writing as well – a skill
that is harder to master but
especially important in an age
when many business
correspondences are done
through e-mails.
A huge part of my
responsibility, for example, was
to address written enquiries from
my clients.
How I crafted my response
would determine how
successfully I represented my
company and whether I sealed a
deal.
Besides ascertaining that my
spelling and use of grammar
were without errors, I had to
assume the right tone and
register, and write courteously
and with precision so that my
intention to assist and the
information provided were
clearly understood.
It became obvious to me that,
when done effectively, writing
can potentially result in greater
customer satisfaction, foster a
healthier work environment with
reduced miscommunications and
reinforce the organisation’s
reputation, which translate to
higher revenue.
Whether it is for a report,
a formal letter or a job
application, effective writing is
more than just correct sentence
construction, but involves
knowledge of strategies
and techniques related to
meeting my reader’s
expectation and
achieving my
objective.
am continuously discovering are not all related to writing. It also be applied to a range of careers:
from the writing units I have includes several literature-based/ journalism, copy editing,
undertaken that effective writing
goes beyond good spelling and
reading-related subjects.
One that I recently undertook indirectly coerced advertising, marketing,
ghostwriting, scriptwriting,
grammar.
The first-year unit, Media
as part of my year-two curriculum
was Postcolonial and Diaspora
into adopting its translating and many others.
The career opportunities for a
Studies, for instance, made me Literature, which explores fiction point of view. writer who understands the art of
realise that knowledge of by largely Asian writers from writing effectively are endless.
different types of media texts nations once colonised by the West. Chua Hui Chei Moreover, Business Insider Malaysia
(newspaper, television, Twitter, This emphasis on reading is reported that writing-related
Facebook, etc) and the formal requisite to a writing major because professions are some of the highest
conventions specific to each reading good literature allows us to the importance of having a personal earners last year, with median
is fundamental to effective learn different writing strategies voice so that our written work is annual salaries starting from
writing. employed by experienced writers recognisable. RM50,000. – By Chua Hui Chei
It underscored the importance that help their narratives resonate As my specialist knowledge in
of understanding a media text’s with readers. writing grows with each unit I take, n For more information, visit
suitability to the intended More importantly, it teaches us so does my confidence as a writer www.monash.edu.my
information, the way it presents
that information, and the formal
strategies it uses to attract
readers – all of which must be
considered if we want our
writing to achieve its purpose,
whether it is to champion a
cause, draw attention to a serious
social issue, or drum up support
for a person or an event.
Further highlighted in the
unit is how writing inevitably
embeds ideology and is always
biased.
An effective piece of writing
would cleverly downplay
these with neutral language so
that readers are indirectly
coerced into adopting its point of
view.
An obvious case in point would
be scholarly writings – implied in
the erudite jargon and
dispassionate discourse is often a
“for” or “against” position that
the reader is subconsciously
encouraged to align with.
On the other hand,
advertisements make
use of language that
sounds lucrative
such as “free” and
“safe” to arouse

Chua Hui
Chei.
8 Course Focus
Training for the real world
THE Bachelor of Business Administration
(Hons) in Hospitality and Tourism
Management programme offered by Quest
International University Perak (QIUP) was
designed based on feedback gathered from
experts regarding current needs of the
industry.
Furthermore, the university introduced
the Diploma in Hotel Management, Diploma
in Culinary Arts and Bachelor in Culinary
Arts (Hon) programmes as it aspires to
produce world-class chefs.
To this end, QIUP is equipped with
facilities such as a fully fledged kitchen,
mock hotel room, front office and fine-
dining restaurant.
QIUP has inked memoranda of
understanding for student internship
placements with various hotels including
Copthorne Hotel in Cameron Highlands,
Syeun Hotel in Ipoh and Swiss-Garden
Beach Resort Damai Laut in Lumut, Perak,
with more in the pipeline. Students can also
undergo their internships abroad with
Prana Resort & Spa in Ko Samui, Thailand.
The programmes are also offered on part-
time basis – five and a half years to
complete the bachelor’s degrees
and four years to complete the
diploma programmes. These
part-time programmes are ideal
for working professionals who
want to upgrade their
qualifications, knowledge
and employability.
The university’s aim is
to develop all-rounded
graduates who not only excel academically
but also participate in various conferences,
educational competitions and sports during
their programmes.
Earlier this year, QIUP’s hospitality
students and lecturers won a bronze award
in the Class 6: Modern Malaysian Cuisine
category at the 5th Penang International
Halal Chefs Challenge, which was part of the
9th Penang International Halal Expo and
Conference 2018. Four groups of students
and lecturers from the hospitality and
tourism management programme
participated in the event.
There are five faculties and one centre at
QIUP that offer programmes at pre-
university, undergraduate and postgraduate
levels. They are the:
l Faculty of Medicine
l Faculty of Science and Technology
l Faculty of Business and Management
l Faculty of Social Sciences
l Faculty of Pharmacy
l Centre for Research and Innovation
QIUP’s interim campus is strategically
located in Ipoh away from the distractions
of bustling city life. It provides a lower cost
of living and an environment conducive to
learning.
Should you have high hopes for a rich
student life and opportunities to interact
with the best academicians, QIUP is the
answer.
n For details on programmes offered
by QIUP, call 05-249 0500, e-mail
enquiries@qiup.edu.my or
visit www.qiup.edu.my
Hospitality and tourism
management is a focus area
for QIUP, which aims to
develop well-trained
professionals for the industry.
Berjaya UC’s School of Humanities and Social Sciences head Assoc Prof Dr Antoon De Rycker
(left) and Faculty of Liberal Arts dean Prof Dr Eileen Lee.
Advocating
liberal arts
HAVING made its mark in the fields of
culinary arts and hospitality, Berjaya
University College (Berjaya UC) is expanding
with new faculties, schools and programmes.
Societal trends are driving the strategic
direction that Berjaya UC is heading in.
New technologies and social media
stimulate connectivity and creativity, and
there is a need for graduates who can make
sense of these and related phenomena,
connect the dots, see the bigger picture and
understand the changing role of institutions
and social practices.
Faculty of Liberal Arts dean Prof Dr Eileen
Lee is pleased that Berjaya UC is not the only
one that recognises the value of an education
in the liberal arts.
“In Framing Malaysian Higher Education
4.0: Future-Proof Talents, it was highlighted
that the future of education is not only about
information and facts, but a connection of
the heart and soul as well. To do this, the
curriculum structure and content need to be
fluid and organic to allow for a blend of
related academic disciplines.
“Accordingly, the field of liberal arts,
design and creative technologies has been
identified as one of the five trending higher
education fields. Liberal arts programmes
can provide a strong background for
students to work in various areas and
prepare them for the challenges of the 21st
century,” says Dr Lee.
Supporting this view, head of Berjaya
School of Humanities and Social Sciences
Assoc Prof Dr Antoon De Rycker says,
“Students who are exposed to training in
the social sciences and humanities are
more likely to develop excellent critical
thinking skills and intellectual competencies
that will change their life perspectives and
widen their horizons across employment
sectors.”
At Berjaya UC’s Faculty of Liberal Arts, the
essence of its qualified, experienced faculty
is the diverse disciplines they belong to that
add to the rich learning experience,
especially when students take up electives
from different disciplines of the lecturers’
expertise such as Korean Studies, Media
Studies, Pop Culture, Philosophy, Endangered
Languages and Bilingualism.
From this, it is clear that the aim of the
faculty is to produce holistic liberal arts
graduates that possess interdisciplinary
knowledge, are resourceful and can
articulate well in oral, written and other
media forms. Such attributes are sought
THE STAR, TUESDAY 28 AUGUST 2018
after by employers.
For instance, through Operation Phenix by
HSBC France, arts and social sciences
graduates are employed on permanent
contract by HSBC France while studying for
a master’s degree in finance in their first
year of employment. This verifies the
versatility of liberal arts graduates.
As for new programme offerings from the
Faculty of Liberal Arts, Dr Lee shares, “In
addition to the existing Diploma in Public
Relations, we are currently awaiting
approval from the Malaysian Qualifications
Agency for the Berjaya School of
Communication and Media Arts to offer the
Bachelor of Communication (Hons) with
interesting specialisations.
“In addition, the Berjaya School of
Humanities and Social Sciences is awaiting
approval to offer the Foundation in Arts and
Social Science – an interdisciplinary
programme that will prepare students for
further studies in almost any discipline.
“We are excited to provide college and
university students with refreshingly
different programmes that will make their
learning experiences informative,
interesting, rich and applicable. Prospective
students should come and speak to the
academic staff of the Faculty of Liberal Arts.”
Plans are in place to develop a new social
science degree that will complement the new
programmes mentioned.
About the institution
Berjaya UC is arguably Malaysia’s premier
university college. It offers programmes in
hospitality, culinary arts, business,
communications, tourism and event
management.
Situated in the Golden Triangle of Kuala
Lumpur, the campus is located on the 11th
and 14th floors of Berjaya Times Square.
Conceptually designed with a five-star hotel
ambience, it is equipped with
comprehensive, advanced facilities that
mirror real-world settings.
Berjaya UC is working to make higher
education more accessible, affordable and
attainable for everyone. Its affiliation with
the Berjaya Corporation Group of Companies
allows it to host the Tan Sri Vincent Tan
Scholarships and Bursaries 2018, which are
available to local and international students.
n For more information on Berjaya UC, visit
www.berjaya.edu.my