Bachelor of Communication (Public Relations)
2021 Deakin University Handbook
| Year | 2021 course information |
|---|---|
| Award granted | Bachelor of Communication (Public Relations) |
| Course Map | This course map is for new students commencing from Trimester 1 2021. This course map is for new students commencing from Trimester 2 2021. This course map is for new students commencing from Trimester 3 2021. |
| 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 Qualifications Framework (AQF) recognition | The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 7. |
Course sub-headings
- Course overview
- Professional recognition
- Career opportunities
- Participation requirements
- Mandatory student checks
- Pathways
- Fees and charges
- Course Learning Outcomes
- Course rules
- Course structure
- Work experience
- Other learning experiences
Course overview
Build and protect the reputation of brands, people and organisations with skills developed through Deakin's Bachelor of Communication (Public Relations). Learn how innovative and ethical communication fosters meaningful relationships with stakeholders and discover what it takes to create inspiring campaigns and events, manage crises and become an adaptive communications expert.
From day one, you'll have the opportunity to develop your skills in writing, editing, researching, event organisation and publishing– key skills that prepare you for the challenges of an evolving media landscape.
You’ll learn from academics who are active in their field, ensuring you gain the professional skills to conduct strategic and tactical communication research, planning and evaluation. Boost your industry experience through sought-after internships or gain a global perspective of public relations with an international study experience.
Do you want to create, inspire and problem solve? Steer your way to a dynamic career in communication.
Develop a thorough understanding of public relations in the 21st century so you can design and implement effective and memorable campaigns.
Through this course you'll learn about the social, administrative, cultural and ethical implications of public relations activity. You'll also gain insights into how PR has kept pace with advancements in technology and the changing political, economic and social landscape.
You'll also establish links with professionals in industry, work with clients in real-life scenarios and explore work-based internships or study experiences overseas. From preserving reputations to crisis management, you'll graduate job ready with a portfolio of public relations work and an understanding of the art of managing news positively.
Professional recognition
The Bachelor of Communication (Public Relations) is accredited by the Public Relations Institute of Australia (PRIA). Graduates are eligible for accelerated membership of the PRIA, ensuring you remain connected and up-to-date with current industry standards.
Career opportunities
With Deakin's accredited public relations degree, you can work across a range of sectors, including business, government or not-for-profit organisations. Deakin graduates find work as:
- account executives
- advertising copywriters
- advertising account managers
- customer relations officers
- community relations officers
- customer relations managers
- government relations officers
- communication and stakeholder relations
- marketing and communications coordinator
- media and communications advisors
- media relations advisors
- public relations officers
- social media account managers
- digital content coordinators
- digital communications specialists
- event management officers.
For more information go to DeakinTALENT
Participation requirements
Reasonable adjustments to participation and other course requirements will be made for students with a disability. Click here for more information.
Mandatory student checks
Any unit which contains work integrated learning, a community placement or interaction with the community may require a police check, Working with Children Check or other check.
Pathways
Further studies are available at Honours and Postgraduate level. Many students choose to enter into the Bachelor of Communication (Honours) or the Master of Communication.
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, the type of fee place you hold, your commencement year and your study load. To find out about the fees and charges that apply to you, visit the Current students fees website or our handy Fee estimator to help estimate your tuition fees.
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 by Faculty Board 2019 | |
Course rules
To qualify for the award of Bachelor of Communication (Public Relations), a student must complete 24 credit points including:
- 12 credit points of core units (11 units)
- 3 course electives from list A (level 1)
- 3 course electives from list B (level 2/3)
- 6 credit points of electives (of which two must be at level 2 or 3)
- no more than 10 credit points at level 1
- no fewer than 6 credit points at level 3
- AAI018 Academic Integrity (0-credit-point compulsory unit)
Course structure
Level 1
| ACC100 | Communication in Everyday Life |
| ALR103 | Introduction to Public Relations |
| ALR104 | Strategic Communication and Writing |
Level 2
| ACC213 | Media Law and Ethics |
| ALR210 | Media Relations Strategy |
| ALR279 | Public Relations Management |
Level 3
| ACC320 | Communication Internship A: Placement |
| ACC321 | Communication Internship B: Career Development |
| ALR300 | Public Relations Campaigns and Practice (2 credit points) |
| ALR383 | Lobbying, Advocacy and Public Opinion |
| ALR376 | Ethical Communication and Citizenship |
Course Electives
Complete three 1-credit point units chosen from the following course electives (List A):
| ACG103 | Design Skills |
| ALA101 | Advertising Principles and Practices |
| ALA102 | Creative Brand Communication |
| ALJ111 | News Reporting 1 |
| ALJ112 | News Reporting 2 |
| ALM101 | Making Social Media |
| ALM102 | Making Video |
Either
| IND101 | Introduction to Aboriginal Studies |
Or
| IND102 | Aboriginal Australian Stories and Songlines |
Complete three 1-credit point units chosen from the following course electives (List B):
| ADV201 | Web Design and Interactivity |
| ALA203 | Integrated Communication |
| ALM202 | Quantified Media |
| ALM215 | Global Media |
| MIS203 | Managing Information in the Digital Age |
| MMM312 | Event Management |
| ALJ324 | Journalism in Society |
| ACC303 | Communication Research Practices |
| ALA302 | Transmedia Storytelling |
Either
| IND203 | Caring for Country |
Or
| IND301 | Politics of Resistance in Indigenous Australia |
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.
Work experience
Work Integrated Learning experiences are embedded within the course’s core units.
Other course information
Course duration - additional information
Course duration may be affected by delays in completing course requirements, such as accessing or completing work placements.
Further information
Student Central can help you with course planning, choosing the right units and explaining course rules and requirements.
- Contact Student Central
Other learning experiences
There are opportunities to engage in global mobility (domestic and international) programs including overseas internships and study abroad (subject to offer).