Bachelor of Communication (Public Relations)

2017 Deakin University Handbook

Note: You are seeing the 2017 view of this course information. These details may no longer be current. [Go to the current version]

Year	2017 course information
Award granted	Bachelor of Communication (Public Relations)
Course Map	This course map is for new students commencing from 2017. If you require a course map from a previous year, please contact a Student Adviser.
Campus	Offered at Burwood (Melbourne), Waurn Ponds (Geelong)
Cloud Campus	Yes
Duration	3 years full-time or part-time equivalent
CRICOS course code	083990C Burwood (Melbourne), Waurn Ponds (Geelong)
Deakin course code	A325
Approval status	This course is approved by the University under the Higher Education Standards Framework.
Australian Quality Framework (AQF) recognition	The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 7.

Course sub-headings

Course overview

Prepare yourself for the dynamism of strategic communications by studying Public Relations at Deakin. The degree program is designed to keep pace with advancements in technology and the changing political, economic, and social landscape.

Public relations and communication specialists create inspiring campaigns, manage reputations and capture the attention of others with innovative communication. If you have an interest in social media, want to capitalise on your creative potential or, make use of your flair for communication, consider studying a Bachelor of Communication (Public Relations) at Deakin University.

Public Relations at Deakin prepares you with professional skills, techniques and knowledge necessary for the management of public relations in business, government and not-for-profit organisations.

This course includes communication research techniques, organisational planning, problem analysis, strategy development, creation of communication tactics and, the evaluation of effective communication.

You will have the opportunity to establish links with professionals in the industry through working with clients in real life scenarios, undertaking work-based internships with accredited practitioners.

The degree is accredited with Public Relations Institute of Australia (PRIA).

Professional recognition

The Bachelor of Communication (Public Relations) is accredited by the Public Relations Institute of Australia (PRIA). Graduates of accredited degrees are permitted accelerated membership of the PRIA.

Transition to University study
The faculty offers two units AIX160 Introduction to University Study and AIX117 Professional Writing for Work 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.

Fees and charges

Fees and charges vary depending on your course, your fee category and the year you started. To find out about the fees and charges that apply to you, visit the Current students fees website.

Course Learning Outcomes

Deakin Graduate Learning Outcomes	Course Learning Outcomes
Discipline specific knowledge and capabilities	Review analyse major Communication theories and Public Relations concepts including research, strategy and tactics, contemporary communication methods, and ethical communication, and apply these skills to topics spanning the associated industries including journalism, media and the law.
Communication	Effectively communicate analyses, findings and strategies in Public Relations to a range of audiences using written, digital and oral formats.
Digital literacy	Use a range of generic digital communication technologies and specific digital technologies employed by Public Relations professionals to address diverse communication needs for a range of audiences and to deliver reports and presentations to diverse audiences within and outside the Public Relations field.
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	Demonstrate autonomy, responsibility, accountability and a continued commitment to learning and skills development, in the field of Public Relations.
Teamwork	Work and learn collaboratively with real world (external) clients and others from different disciplines and backgrounds while still maintaining responsibility for their own learning.
Global citizenship	Analyse and address communication issues in a domestic and global context as a reflective scholar and practitioner, taking into consideration cultural and socio-economic diversity, social and environmental responsibility and the application of the highest ethical standards.
Approved by Faculty Board October 2015