At Swinburne University of Technology Sarawak Campus, journalism is redefined as a dynamic, business-relevant degree that equips students with storytelling, digital, and strategic communication skills vital for leadership and innovation.
In an age where content drives decision-making and narratives influence consumer trust, journalism is no longer confined to newsrooms. Instead, it is emerging as one of the most versatile and powerful assets in the world of business. Across marketing agencies, global corporations, startups, and nonprofits, the ability to research, write, and communicate effectively is more relevant than ever before.
For students exploring a university pathway that combines creativity, communication, and business insight, journalism offers a compelling foundation. At Swinburne Sarawak, students are discovering that journalism is not only about reporting facts. This degree is about telling stories that move people, shape brands, and build businesses.
Journalism Beyond the Newsroom
The traditional perception of journalism often revolves around reporters chasing headlines or editors managing newspapers. While these roles remain important, the landscape has evolved. Today’s journalists are content strategists, social media consultants, brand storytellers, and even startup founders.
This transformation is driven by the growing demand for authentic communication in business. Brands no longer rely solely on advertising to connect with audiences. Instead, they tell stories about their origins, their impact, and their people. These stories require the same skills taught in journalism: research, ethical reporting, clear writing, and audience engagement.
Swinburne Sarawak recognizes this shift and integrates business-relevant communication skills into its curriculum. This is where students learn how to craft compelling narratives and understand their strategic role in organisational and brand success.
Journalism trains students to become effective communicators, a top-ranked skill consistently valued by employers across industries. But more than that, journalism students master several practical competencies that make them valuable in business environments.
Journalists are trained to evaluate sources, assess credibility, and synthesize complex information. These are skills essential in making sound business decisions. Whether preparing a press release, an executive report, or a social media campaign, clarity in communication is key.
From podcast production to content creation and basic SEO, journalists understand how to use digital tools to reach wider audiences. Journalists are adept at asking the right questions and building rapport important for internal communications, stakeholder engagement, and market research.
At Swinburne Sarawak, students have opportunities to apply these skills through hands-on projects, internships, and student media initiatives. These experiences bridge the gap between classroom learning and real-world business application.
Storytelling in the Entrepreneurial Space
One of the most exciting developments in the journalism-business nexus is the rise of entrepreneurial journalism. This involves journalists launching their own ventures like newsletters, podcasts, blogs, and video channels. Oftentimes, these target niche audiences and are monetized through subscriptions, sponsorships, or merchandise.
This entrepreneurial mindset aligns perfectly with the university’s emphasis on innovation and career readiness. By empowering students to create and manage their content platforms, Swinburne encourages self-directed learning and business thinking.
Take, for instance, a final-year project where a student starts a podcast series on local youth entrepreneurs. Beyond interviewing and editing, the student learns about branding, marketing, sponsorship outreach, and audience engagement. It becomes more than just an academic assignment – it’s a launchpad for a career in media and business.
A Degree That Builds Confidence and PurposeGraduates with journalism and communication skills are thriving across various industries. Some work in corporate communications, crafting internal newsletters or managing public relations. Others join marketing teams, using their storytelling flair to develop brand campaigns. Increasingly, journalism alumni are stepping into roles in digital strategy, policy writing, and even founding startups.
These examples highlight how journalism doesn’t limit students to a single path. Journalism opens doors to a wide range of careers, all rooted in the ability to connect with people through words.
Choosing what to study at university can be daunting. Students and parents often look for degrees that provide both job security and personal fulfillment. Journalism, especially when paired with business skills, offers both.
At Swinburne Sarawak, students are nurtured in a supportive environment that values creativity, critical inquiry, and communication excellence. They are encouraged to explore industry trends, challenge industry assumptions, and develop a distinctive professional voice. In today’s competitive job market, graduates who can communicate clearly, adapt to change, and build trust through storytelling will always stand out.
Journalism is more than a degree – it is a foundation for leadership, influence and entrepreneurship. As the lines between content, communication, and commerce continue to blur, journalism graduates will find themselves at the heart of business innovation.
Our students are learning to bridge the gap between words and action, using their voices to shape ideas and their skills to drive results.
Whether you’re a prospective student looking for a creative career, a parent exploring options for your child, or simply curious about the future of work, journalism is no longer just about the news. It’s about building stories that build the future.
The opinions expressed in this article are the author’s own and do not reflect the view of Swinburne University of Technology Sarawak Campus.
Yugeetha A/P Balan is a media and communications lecturer at School of Design and Arts, Swinburne University of Technology Sarawak Campus. Her research interests include digital communication, media literacy, heritage interpretation, and the evolving role of journalism in sustainable tourism and social change. Yugeetha can be contacted by email at [email protected]