Dr Andrea Cassin
Lecturer - Professional Placement Lead
School of Humanities, Creative Ind and Social Sci
- Email:andrea.cassin@newcastle.edu.au
- Phone:0249216765
Career Summary
Biography
I am a Lecturer at the University of Newcastle, where I integrate extensive academic expertise with over a decade of professional experience in media and communication across Australia and Europe. In November 2024, I was appointed Professional Placement Lead within the School of Humanities, Creative Industries, and Social Sciences. In this capacity, I oversee the strategic development and management of industry partnerships, facilitating high-quality placement opportunities that enhance student employability and experiential learning. I serve as the primary liaison between students and employers, ensuring placements are both impactful and professionally enriching.
My pedagogical approach is strongly informed by my industry background, resulting in a student-centered, practice-based learning environment. I embed real-world clients and applied case studies into my teaching to foster engagement and relevance. I have delivered courses across undergraduate and postgraduate levels—including the Bachelor of Media and Communication, Bachelor of Creative Industries, and Master of Digital Media—as well as vocational training at Hunter TAFE. My teaching experiences spanacross face-to-face, online, and hybrid modalities, reflecting a commitment to accessibility and innovation in education.
My research is grounded in applied inquiry, with a focus on industry collaboration and societal impact. I am particularly passionate about environmental sustainability, public health communication, community engagement, and emerging technologies. I have presented my work at leading international conferences such as the International Communication Association (ICA), the Barcelona PR Meeting, and BledCom, contributing to global discourse in media and communication studies.
Some selected research projects include:
- Awareness for Organ and Tissue Donation A digital media initiative designed to increase awareness among young Australians regarding organ and tissue donation.
- Newcastle City Night Space Activation Project An award-winning urban intervention that utilized augmented reality (AR) to transform public spaces and reduce anti-social behavior. The project featured 15 AR-enabled artworks across Newcastle and was co-designed with Newcastle City Council, Newcastle Art Gallery, and local SMEs.
- Arts-Based Action Research for Native Species Survival A multidisciplinary conservation initiative focused on native species in Ourimbah Creek Valley. The project involved collaboration with the Darkinjung Local Aboriginal Land Council, the Department of Planning, Industry and Environment, and academic teams from the School of Creative Industries and the School of Environmental and Life Sciences
My professional background encompasses a diverse range of roles across the media and communication sectors. I have held positions in product management at a prominent Australian member-based organization, public affairs within an international media corporation, project management at a public relations and events agency. and I worked at a German commercial television broadcaster. These multifaceted industry engagements have equipped me with a broad skill set and a nuanced understanding of strategic communication, stakeholder engagement, and media operations across cultural contexts.
I hold a Doctor of Philosophy (PhD) where i researched community engagement in renewable and low-carbon emission technologies through the theoretical framework of public relations. This work contributes to the evolving discourse on sustainable innovation and public participation in environmental transitions. In addition, I earned a Master in Media and Communication Research (awarded with High Distinction) from the Department of Journalism and Communication Research in Hanover, Germany. My master’s thesis investigated audience motivations for cinema attendance, offering insights into audience typography based on their engagement.
Qualifications
- Doctor of Philosophy in Communication and Media Arts, University of Newcastle
- Masters in Media Science and Applied Communication, Universitat Hannover
- Certiificate 1V in Assessment and Worklace Training BZ401698, Sydney Community College - RTO
- Cert 1V in Training and asessment TA40104, TAFE
Keywords
- audience studies
- career-ready placement
- co-creation
- community engagement
- digital strategy
- environmental communication
- placement
- public relations
- research supervision
- strategic communication
Languages
- English (Fluent)
- German (Mother)
Fields of Research
| Code | Description | Percentage |
|---|---|---|
| 470102 | Communication technology and digital media studies | 30 |
| 470204 | Cultural and creative industries | 30 |
| 470108 | Organisational, interpersonal and intercultural communication | 40 |
Professional Experience
UON Appointment
| Title | Organisation / Department |
|---|---|
| Lecturer - Professional Placement Lead | University of Newcastle School of Humanities, Creative Ind and Social Sci Australia |
Academic appointment
| Dates | Title | Organisation / Department |
|---|---|---|
| 1/1/2022 - 31/12/2024 | Lecturer | School of Humanities, Creative Industries and Social Sciences | University of Newcastle Media & Communication Australia |
| 1/1/2018 - 31/12/2021 | Lecturer | School of Creative Industries | University of Newcastle Australia |
| 1/2/2016 - 31/12/2017 | Lecturer | Univerisity of Newcastle School of Design, Communication and Information Technology Australia |
| 1/7/2007 - 31/12/2015 | Sessional Academic | School of Design, Communication & IT, University of Newcastle Australia |
Membership
| Dates | Title | Organisation / Department |
|---|---|---|
| 1/1/2021 - 31/12/2021 | College Board Member | The University of Newcastle College of Human & Social Futures Australia |
| 1/1/2021 - 31/12/2021 | School Executive Board Member | The University of Newcastle School of Creative Industries Australia |
| 1/1/2020 - 31/12/2020 | Faculty Board Member | Faculty of Education and Arts, The University of Newcastle, Australia Australia |
Professional appointment
| Dates | Title | Organisation / Department |
|---|---|---|
| 1/8/2002 - 30/6/2005 | Product Manager and Channel Communication Specialist | NRMA Motoring & Services Travel Department Australia |
| 1/4/2000 - 31/7/2001 | Corporate Communication Consultant | Bertelsmann AG Corporate Communication Germany |
| 2/8/1999 - 31/3/2000 | Projectmanager Media and PR | Klußmann Communications Germany |
| 4/8/1997 - 27/11/1998 | Strategic Management Consultancy - Project Work (contract) | Roland Berger & Partner GmbH Competence Centre Multimedia/Media Germany |
| 1/7/1992 - 30/9/1993 | Personal Assistant for TV Show Producer | RTL Television Germany |
Teaching appointment
| Dates | Title | Organisation / Department |
|---|---|---|
| 1/1/2010 - 31/12/2012 | Casual Teacher for Marketing, Communication and Events | Hunter Institute TAFE Australia |
Awards
Award
| Year | Award |
|---|---|
| 2022 |
UON Engagement Excellence Award for Industry Engagement - FastLAB team The University of Newcastle |
| 2022 |
Good Design Australia Award for the Newcastle City Night-Space Activation Project FastLAB, School of Humanities, Creative Industries and Social Sciences |
| 2019 |
Faculty Excellence Award - Festival X Team FEDUA, University of Newcastle |
Research Award
| Year | Award |
|---|---|
| 2013 |
Outstanding Postgraduate (Research) Student Achievement Award in 2013 Faculty of Science and Information Technology The University of Newcastle |
Teaching Award
| Year | Award |
|---|---|
| 2019 |
DVC(A) Merit List 2018 for Learning and Teaching Excellence Office of the DVC(A), The University of Newcastle, Australia |
| 2009 |
Faculty Teaching Excellence Award 2008-2009 FEDUA - Faculty of Education and Arts, UoN |
Thesis Examinations
| Year | Level | Discipline | Thesis |
|---|---|---|---|
| 2021 | Honours | Other | Listen, it’s a true story: Exploring the creative process behind narrative journalism podcasts |
| 2021 | Honours | Other | Cultural intermediaries: connecting music consumption with music production |
Prestigious works / other achievements
| Year Commenced | Year Finished | Prestigious work / other achievement | Role |
|---|---|---|---|
| 2023 | 2023 | Judge for the "Videos for Change" Competition in Nov 2023 https://uon.videosforchange.org/ | Reviewer |
| 2023 | 2023 | Judge for the "Blue Heeler Film Festival" in Oct 2023 https://www.blueheelerfilmfestival.com.au/ | Reviewer |
Teaching
| Code | Course | Role | Duration |
|---|---|---|---|
| CMNS3320 |
International Media Studies School of Design, Communication & IT, University of Newcastle This course examines global issues in communication and media industries. Students will deepen their understanding of international media practice and theory and develop skills to assist them in working in a global environment. They will learn the role of media professionals in society. The course examines variations in media systems around the world including how social, cultural, political, economic and historical contexts influence and impact media practice. |
Course Coordinator, Lecturer & Tutor | 1/1/2007 - 31/12/2011 |
| HASS3010 |
Professional Career Ready Placement The University of Newcastle - School of Humanities, Creative Industries, and Social Sciences In this course you will apply your learning to a real-world work situation by undertaking a work placement (140 hours). In preparing for your work placement, you will research opportunities connected to your area of study, reflect on the skills and knowledge you have built in the course of your degree and identify areas for further professional development. You will be supported in the course by the School’s Placement Co-ordinator, the University’s Careers Team, a work placement supervisor and a mentor with an understanding of your discipline or area of work. In this course you will take responsibility for your own professional development, building a personalised plan for the next phase in your career journey. |
Course Coordinator, Lecturer & Tutor | 1/1/2025 - 31/12/2026 |
| CMNS2530 |
Strategic Communication School of Creative Industries | University of Newcastle This course will provide students with an understanding of the fundamental communication and relational concepts and processes that underpin public relations strategy. The course focusses on organisational communication behaviour and strategic engagement with key publics, and the role of public relations within an organisation. Using a problem-based learning approach, students will work collaboratively with local organisations to identify, analyse and address real-world communication issues. Students will develop strategic responses that are underpinned by relevant theoretical, ethical and legal frameworks. |
Course Coordinator, Lecturer & Tutor | 1/7/2020 - 31/12/2024 |
| CMNS2290 |
Public Relations Issues and Strategies University of Newcastle |
Tutor | 1/1/2009 - 30/7/2010 |
| CMNS2000 |
Digital Media Engagement School of Humanities, Creative Industries and Social Sciences | University of Newcastle Digital and social media have transformed our lives, and how individuals, professionals, and organisations engage with their audiences. Students will learn about the theoretical and cultural dynamics of digital communication. This course provides students with an opportunity to investigate a range of digital and social media forms and practices. It provides students with an opportunity to investigate social, political, economic, and cultural implications of digital media engagement from both Western and non-Western perspectives. Students will also create a professional profile that enables and equips students to connect with industry professionals and become work-ready. |
Course coordinator, lecturer and tutor | 1/1/2023 - 31/7/2024 |
| CIND3500 |
Professional Placement School of Creative Industries | University of Newcastle Students will undertake a work placement in an organisation to apply the professional skills and practices acquired during their program of study. During the placement they will develop professional skills and practices appropriate to their chosen profession and experience the dynamics, discourses, practices and realities of working in a professional environment. Direction is provided onsite by a placement supervisor. Student projects may include, but are not limited to: theoretical explorations and reviews; speculative design practices; professionally oriented projects; work-integrated learning and research-integrated learning opportunities; group / collaborative projects; external stakeholder based projects Students undertaking CIND3500 – Professional Placement may be eligible to apply for a Scholarships with our industry partners. The Work-Integrated-Learning placement with the industry partner would contribute to their completion of CIND3500. |
Course Coordinator & Facilitator | 1/7/2021 - 31/12/2024 |
| CMNS2140 |
Principles of Public Relations The University of Newcastle - School of Humanities, Creative Industries, and Social Sciences This course introduces students to the field of public relations and provides a foundational knowledge of public relations theory and practice. Students will begin to develop an understanding of professional practice, ethical issues, and role of communication strategies and tactics in public relations management. Students are encouraged to explore different types of public relations practice and to begin positioning themselves to develop a career in the field. |
Course Coordinator, Lecturer and Tutor | 1/1/2021 - 30/6/2022 |
| CMNS2600 |
Audience Studies School of Design, Communication & IT, University of Newcastle The onset of media convergence and the rapid uptake of new media platforms such as streaming services, has changed the way audiences interact with traditional media platforms such as television and radio. This course will examine the way audiences are researched and positioned by media organisations and texts. Students study competing theories regarding the different ways audiences relate to media products and texts to meet individual needs, and the needs of producers and the media industries. Students will also explore specific instances of text/reader relationships as they apply to film, radio, popular music, print media and television and the Internet. |
Course Coordinator, Lecturer & Tutor | 1/7/2006 - 30/6/2012 |
| CMNS3540 |
Public Relations Campaigns School of Creative Industries, Factulty of Education and Arts, University of Newcastle This unit of study focuses on theory and management of public relations campaigns. Students will critically examine a range of campaigns and different strategies and theories of public relations campaigns. Ethical issues in campaigning will be a major consideration. Students will learn how to develop, manage and evaluate a public relations campaign. Students will also apply content production and media management skills developed throughout their degree to their campaigns in the context in which contemporary public relations is practiced. |
Course Coordinator, Lecturer and Tutor | 1/7/2018 - 31/7/2024 |
| CMNS3510 |
Advanced Public Relations Studies School of Design, Communication & IT, University of Newcastle This course contributes to the student's depth and breadth of knowledge of the evolving media landscape and the role traditional and emerging communication channels play in public relations. It is a detailed examination of the array of channels utilized by public relations professionals including traditional media, digital media, social media, earned and owned media. These are explored and assessed from a theoretical, strategic and tactical perspective. Knowledge and skills including the design, implementation and measurement of promotional, persuasive and social media engagement strategies are developed through case studies and projects. The course builds on previous courses at 1000 and 2000 level to further students’ understanding of public relations theory and practice, both in an Australian and in an international context. |
Course Coordinator, Lecturer & Tutor | 1/7/2008 - 31/12/2012 |
| CMNS3550 |
Public Relations Project School of Creative Industries | University of Newcastle This course is the capstone unit in the Public Relations and Strategic Communication Major. It provides students with the opportunity to draw on and assimilate the knowledge and skills they have developed throughout their major, while extending and refining these skills to provide strategic and tactical solutions for a real-world client-based campaign. Students will engage with and apply the theoretical, ethical and legal understandings that underpin public relations campaign practice. Working both independently and collaboratively, it will prepare students for professional practice through the delivery of well-researched and creative responses and materials, that practicably meet their client’s brief within allocated budgets and timeframes. |
Course Coordinator, Lecturer & Tutor | 1/7/2020 - 31/12/2020 |
| CMNS6060 |
eCulture and Audiences School of Creative Industries | University of Newcastle As part of the Master of Digital Media this online course examines cultural issues relating to communication networks and interactive multimedia, from both historical and contemporary perspectives. It also considers the way audiences are researched and positioned by media organisations and texts. Students study competing theories regarding the different ways audiences relate to media products and texts to meet individual needs and the needs of producers operating within cultural frameworks. Students will examine these issues by engaging with digital media production and analysis. |
Course Coordinator & Online Facilitator | 1/1/2016 - 30/6/2021 |
| CMNS3530 |
Public Relations Strategy School of Creative Industries | University of Newcastle This course will provide students with an understanding of the fundamental communication and relational concepts and processes that underpin public relations strategy. The course focuses on strategic communication and positioning; risk, issues and crisis communication; organisational communication; community relations and government relations. Students will develop a strategic communication plan and responses to address contemporary public relations issues focusing on public consultation and community engagement. |
Course Coordinator, Lecturer & Tutor | 1/1/2014 - 31/12/2019 |
| CIND3003 |
Creatives Industries Professional Project School of Creative Industries | University of Newcastle The course provides students with an opportunity to build on professional networks, work with stakeholders and audiences and develop skills for future employment and entrepreneurial activity in the Creative Industries. It requires students to produce a major collaborative or individual project in a professional setting. Students will manage all stages toward the completion of the project, including production, audience development and critical reflection of both commercial, aesthetic and social outcomes. Student projects may include, but are not limited to: theoretical explorations and reviews; speculative design practices; professionally oriented projects; work-integrated learning and research-integrated learning opportunities; group / collaborative projects; external stakeholder based projects. |
Project Supervisor | 1/7/2021 - 31/12/2024 |
| CMNS3520 |
Public Affairs The University of Newcastle - School of Humanities, Creative Industries, and Social Sciences The course explores the processes of communication as they relate to structures of government and to other socio-political and institutional forces within society. It examines responsibilities and relationships between tiers of government and probes processes of decision and policy-making. The course considers concepts related to power, influence, ideology and values, political involvement and active citizenship. Through contemporary issues and events, consideration is applied to the Australian system of government, and how political power is contested, gained, exercised, and resisted. The role and influence of social and political movements as methods of organising political ideas and action will be examined. |
Course Coordinator and Lecturer | 1/1/2022 - 30/6/2022 |
| CMNS1230 |
Introduction to Public Relations The University of Newcastle This course introduces students to the field of public relations and provides a foundational knowledge of public relations theory and practice. Students will begin to develop an understanding of professional practice, ethical issues, and role of communication strategies and tactics in public relations management. Students are encouraged to explore the different types of public relations practice and to begin positioning themselves to develop a career in the field. |
Course Coordinator, Lecturer & Tutor | 1/7/2007 - 31/12/2011 |
| CIND3000 |
Distribution, Markets and Audiences School of Creative Industries | University of Newcastle This course focuses on frameworks for understanding different market sectors within the Creative Industries. Students will gain a deeper understanding of distribution as the basis for generating income from intellectual property, and the means to attract, generate and maintain an audience. Established distribution models for analogue and digital media will be introduced, discussed and problematised. Students will undertake a detailed study of a market sector, and the opportunities and challenges it represents for creative work. At the end of the course, students will pitch an outline of their major creative project. |
Lecturer & Tutor | 1/7/2019 - 31/12/2020 |
Publications
For publications that are currently unpublished or in-press, details are shown in italics.
Chapter (1 outputs)
| Year | Citation | Altmetrics | Link | |||||
|---|---|---|---|---|---|---|---|---|
| 2025 |
Hight C, Cassin A, 'Newcastle Night Galleries: Social Design, Crime Prevention and Creative Placemaking', 27-39 (2025)
|
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Conference (8 outputs)
| Year | Citation | Altmetrics | Link | |||||
|---|---|---|---|---|---|---|---|---|
| 2024 |
Hight C, Minichiello M, Egglestone P, O'Callaghan S, Drummond J, Irvine C, Cassin A, 'The Playable City: Refashioning Spaces Within Urban Social Design', Peer Review Proceedings of the Sixteenth International Conference on Design Principles & Practices, Newcastle, N.S.W (Virtual) (2024) [E1]
|
Open Research Newcastle | ||||||
| 2022 |
Killen C, McIntyre K, Foster L, Ransom L, Mulcahy A, Drabsch B, Cassin A, Williams B, Duncan K, Richards E, Callen A, Chalmers A, Smith K-J, 'Communicating as Community: An action research approach to environmental communication in the Ourimbah Creek Valley.' (2022)
|
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| 2021 |
Killen C, McIntyre K, Foster L, Ransom L, Mulcahy A, Drabsch B, Cassin A, Williams B, Duncan K, Richards E, Chalmers A, Smith K-J, Callen A, 'Communicating as Community: Examining power and authority in community focused environmental communication through participatory action research in the Ourimbah Creek Valley.' (2021)
|
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| 2013 | Balnaves M, Cassin A, James MB, 'The Social Mood Reader - Mapping citizen engagement in public relations using the semantic web and supercomputing.', International Communication Association, London, UK (2013) [E1] | Open Research Newcastle | ||||||
| Show 5 more conferences | ||||||||
Creative Work (2 outputs)
| Year | Citation | Altmetrics | Link | ||
|---|---|---|---|---|---|
| 2024 |
McBratney S, Xu E, Cassin A, Weaving S, 'Life. Pass it On.' (2024) [N1]
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| 2022 |
Egglestone P, Drummond J, Hight C, Blakemore T, Cassin A, Cuneo M, Axelsen H, Rak L, 'The 'Henges'' (2022)
|
Journal article (3 outputs)
| Year | Citation | Altmetrics | Link | |||||
|---|---|---|---|---|---|---|---|---|
| 2023 |
Hight C, Minichiello M, Egglestone P, O'Callaghan S, Drummond J, Irvine C, Cassin A, 'The Playable City: Collaborative Workflows for Innovative Urban Social Design', Design Principles and Practices: An International Journal Annual Review, 16 97-107 (2023) [C1]
|
Open Research Newcastle | ||||||
| 2022 |
Killen C, McIntyre K, Drabsch B, Cassin A, Chalmers A, Callen A, Foster L, Ransom L, Mulcahy A, Williams B, Duncan K, Richards E, Smith K-J, 'Communicating as Community: Examining power and authority in community focused environmental communication through participatory action research in the Ourimbah Creek Valley.', Platform: journal of media and communication, 9.2, 6-21 (2022) [C1]
|
Open Research Newcastle | ||||||
| 2020 |
Sansom J, Cassin A, McIntyre K, 'Muslims in Australia: How Facebook Use Cultivates Perceptions of “Us against Them” among Social Groups', The Journal of Communication and Media Studies, 6, 21-39 (2020) [C1]
|
Open Research Newcastle | ||||||
Thesis / Dissertation (1 outputs)
| Year | Citation | Altmetrics | Link |
|---|---|---|---|
| 2021 | Cassin A, '“Getting the Green Light: Community Engagement for Renewable Energies and Low-Carbon Emission Technologies in Australia”' (2021) |
Research Supervision
Number of supervisions
Completed6
Current1
Current Supervision
| Commenced | Level of Study | Research Title | Program | Supervisor Type |
|---|---|---|---|---|
| 2022 | PhD | Climate and Sustainability Advocacy Messaging: An Australian Collective Case Study | PhD (Comm & Media Arts), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
Past Supervision
| Year | Level of Study | Research Title | Program | Supervisor Type |
|---|---|---|---|---|
| 2024 | PhD | The Climate Change Debate In Australia: How Facebook Use Cultivates Perceptions Of 'Us Against Them' Among Social Groups | PhD (Comm & Media Arts), College of Human and Social Futures, The University of Newcastle | Principal Supervisor |
| 2022 | Honours | How does the social media strategy of high end fashion events impact audience engagement? | Communication & Media Studies, The University of Newcastle - School of Humanities, Creative Industries, and Social Sciences | Sole Supervisor |
| 2022 | Honours | What aspects make independent magazines more engaging than traditional magazine among young female audiences? | Communication & Media Studies, The University of Newcastle - School of Humanities, Creative Industries, and Social Sciences | Sole Supervisor |
| 2021 | Honours |
A strategic interplay: The elements of strategic communication in promotional surf brand campaigns Completed with Honours First Class |
Communication & Media Studies, School of Creative Industries | University of Newcastle | Sole Supervisor |
| 2020 | Honours |
Rainbow washing in public relations: Audience power and positioning during the ANZ #LoveSpeech campaign Completed with Honours First Class |
Communication & Media Studies, School of Creative Industries, Factulty of Education and Arts, University of Newcastle | Sole Supervisor |
| 2019 | Honours |
The cultivation effects of Facebook use on perceptions of Muslims in Australia Completed with Honours First Class |
Communication & Media Studies, School of Creative Industries, Factulty of Education and Arts, University of Newcastle | Sole Supervisor |
Research Projects
The climate change debate in Australia: How Facebook use cultivates perceptions of 'us against them' among social groups 2020 - 2024
Collaborators
| Name | Organisation |
|---|---|
| Dr Andrea Sandra Eugenie Cassin | University of Newcastle |
| Dr Andrea Sandra Eugenie Cassin | University of Newcastle |
Edit
Dr Andrea Cassin
Position
Lecturer - Professional Placement Lead
Media and Communication
School of Humanities, Creative Ind and Social Sci
College of Human and Social Futures
Contact Details
| andrea.cassin@newcastle.edu.au | |
| Phone | 0249216765 |
Connect with me
Aligned with the United Nations Sustainable Development Goals
