Bachelor of Communication (Public Relations)

2024 Deakin University Handbook

Year

2025 course information

Award granted Bachelor of Communication (Public Relations)
Deakin course codeA325
Faculty

Faculty of Arts and Education

Campus

Offered at Burwood (Melbourne), Waurn Ponds (Geelong), Online

For students who commenced prior to 2023 only

Duration3 years full-time or part-time equivalent
CRICOS course code083990C Burwood (Melbourne), Waurn Ponds (Geelong)

The final intake to this course was in Trimester 3 2022.

Students should contact a Student Adviser in Student Central for course and enrolment information.

Further course structure information can be found in the handbook archive.

Course sub-headings


Transition to University study

The faculty offers two units AIX160 Introduction to University Study and AIX117 Professional Writing for Work [No longer available for enrolment] which are specifically designed to ease the transition into university study. New students are encouraged to enrol in one or both of these units in their first year.

Course Learning Outcomes

Deakin Graduate Learning Outcomes Course Learning Outcomes
Discipline-specific knowledge and capabilities Employ communication theories and concepts to the practice of public relations to inform professional practice within government, civil and business organisations.
Communication Effectively communicate analyses, findings and strategies in Public Relations to a range of audiences using written, digital and oral formats.
Digital literacy Use digital communication technologies to research and strategically engage with audiences and stakeholders.
Critical thinking Analyse and critically evaluate theoretical approaches to Public Relations practice and issues including the need to understand current social and legal norms, policies and practices, in the local, national and global context.
Problem solving Employ initiative and creativity in conjunction with accepted evidence-based communication methods to generate innovative approaches and solutions to complex, real world issues within the professional Public Relations environment.
Self-management Exhibit autonomy, responsibility, accountability and a commitment to learning and skills development in a professional context.
Teamwork Work and learn collaboratively with real world (external) clients and others from different disciplines and backgrounds to build effective relationships and achieve communication goals.
Global citizenship Demonstrate communication strategies that are respectful and inclusive of cultural and socio-economic diversity, social and environmental responsibility and the application of ethical standards.

Approved at Faculty Board 2019

Course structure

Level 1

ACC100Gutenberg to Zuckerberg: Communication in Everyday Life

ALR103Introduction to Public Relations

ALR104Strategic Communication and Writing

Level 2

ACC213Dilemmas, Defamation, Deception and Disinformation

ALR210Media Relations Strategy

ALR213Issues, Crisis, and Risk Communication [replaces ALR279]

ALR279 Public Relations Management [No longer available for enrolment, replacement unit ALR213]

Level 3

ACC302Advertising: Desire, Consumption and the Attention Economy [replaces ALR383]

ACC310Communication Futures [replaces ALR300]

ALR301Public Relations Campaigns [replaces ALR300]

ALR376Ethics, Persuasion and Society

AWL300Internship [replaces ACC320]

AWL302Your Professional Story [replaces ACC321]

ACC320 Communication Internship A: Placement [No longer available for enrolment, replacement unit AWL300]

ALR300 Public Relations Campaigns and Practice (2 credit points) [No longer available for enrolment, replacement units ACC310 and ALR301]

ALR383 Lobbying, Advocacy and Public Opinion [No longer available for enrolment, replacement unit ACC302]

ACC321 Communication Internship B: Career Development [No longer available for enrolment, replacement unit AWL302]

Course Electives

Complete three 1-credit point units chosen from the following course electives (List A):

ADT103UX Fundamentals [replaces ACG103]

ALA101Advertising Principles and Practices

ALA102Creative Brand Communication

ALJ111Introduction to Journalism

ALJ112News Reporting

ALM101Making Social Media

ALM102Making Video

Either

IND101Introduction to Aboriginal Studies

Or

IND102Aboriginal Australian Stories and Songlines

ACG103 Design Skills [No longer available for enrolment, replacement unit ADT103]

Complete three 1-credit point units chosen from the following course electives (List B):

ALA203Integrated Brand Communication

ALJ222From the Fourth Estate to Fake News [replaces ADV201]

ALJ222From the Fourth Estate to Fake News

ALM202Quantified Media

ALM215Global Media

ALM216Social Media Strategy [replaces ACC303]

MIS203Managing Information in the Digital Age

MMM312Event Management

ALA302Transmedia Storytelling for Brands

Either

IND203Caring for Country

Or

IND301Politics of Resistance in Indigenous Australia

ADV201 Web Design and Interactivity [No longer available for enrolment, replacement unit ALJ218]

ACC303 Communication Research Practices [No longer available for enrolment, replacement unit ALM216]

ALJ324 Journalism in Society [No longer available for enrolment, replacement unit ALJ222]

Electives

Complete six electives, of which at least two must be 2nd or 3rd level

We suggest students complete at least 4 credit points in a subject area different to their degree, preferably a linked sequence of study in the same area. This choice can include units from any degree in the University but is best chosen from the subject areas in the Bachelor of Arts. We also recommend students complete at least two more credit points from the course electives listed.

Fees and charges

Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study, and their study discipline or your study load.

Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.

Estimate your fees

For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current students website.