Bachelor of Communication (Public Relations)
2023 Deakin University Handbook
| Year | 2023 course information |
|---|---|
| Award granted | Bachelor of Communication (Public Relations) |
| Course Map | Course maps for commencement in previous years are available on the Course Maps webpage or please contact a Student Adviser in Student Central. |
| Campus | Offered at Burwood (Melbourne), Waurn Ponds (Geelong), Online For students who commenced prior to 2023 only |
| 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. |
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
- 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
Discover how you can create inspiring campaigns or events, manage issues and crises, and become an adaptive communications expert. Learn from industry experts how to manage the reputation of brands, people and organisations through creative and ethical practice. Deakin's Bachelor of Communication (Public Relations) combines internships and industry engagement to prepare you for exciting communication roles in agencies, not-for-profit, government and commercial organisations.
In this industry-accredited course, you will learn from academics who are active in their field, ensuring you gain the professional skills to conduct strategic and tactical communication research, planning, execution 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 will learn about the social, administrative, cultural and ethical implications of public relations activity. You'll also gain insights into how public relations has kept pace with advancements in technology and changing political, economic and social landscapes.
Importantly, you have many opportunities to make connections with industry professionals, work with real clients and solve real-life problems, and take advantage of 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 applied understanding of the art of managing reputations and media relations.
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 or managers
- communication and stakeholder relations officers
- community relations officers
- digital content coordinators
- digital communications specialist
- event management officers
- government relations officers
- marketing and communications coordinator
- media and communications advisors
- media relations advisors
- public relations officers
- social media account managers.
For more information go to DeakinTALENT
Participation requirements
Reasonable adjustments to participation and other course requirements will be made for students with a disability. More information available at Disability support services.
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, the units you choose and 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.
Use the Fee estimator to see course and unit fees applicable to your course and type of place. Further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods is available on our Current students fees website.
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 | Gutenberg to Zuckerberg: Communication in Everyday Life |
| ALR103 | Introduction to Public Relations |
| ALR104 | Strategic Communication and Writing |
Level 2
| ACC213 | Dilemmas, Defamation, Deception and Disinformation |
| ALR210 | Media Relations Strategy |
| ALR213 | Issues, Crisis, and Risk Communication [replaces ALR279 from 2023] |
ALR279 Public Relations Management [No longer available for enrolment, replacement unit ALR213]
Level 3
| ACC302 | Advertising: Desire, Consumption and the Attention Economy [replaces ALR383 from 2023] |
| ACC321 | Communication Internship B: Career Development |
| ALR300 | Public Relations Campaigns and Practice (2 credit points) |
| ALR376 | Ethics, Persuasion and Society |
| AWL300 | Internship [replaces ACC320] |
ACC320 Communication Internship A: Placement [No longer available for enrolment, replacement unit AWL300]
ALR383 Lobbying, Advocacy and Public Opinion [No longer available for enrolment, replacement unit ACC302]
Course Electives
Complete three 1-credit point units chosen from the following course electives (List A):
ACG103 Design Skills [No longer available for enrolment, replacement unit ADT103]
| ADT103 | UX Fundamentals [replaces ACG103 from 2023] |
| ALA101 | Advertising Principles and Practices |
| ALA102 | Creative Brand Communication |
| ALJ111 | Introduction to Journalism |
| ALJ112 | News Reporting |
| 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 [No longer available for enrolment]
| ALA203 | Integrated Brand Communication |
| ALJ222 | From the Fourth Estate to Fake News |
| ALM202 | Quantified Media |
| ALM215 | Global Media |
| MIS203 | Managing Information in the Digital Age |
| MMM312 | Event Management |
ALJ324 Journalism in Society [No longer available for enrolment, replacement unit ALJ222]
| ACC303 | Communication Research Practices |
| ALA302 | Transmedia Storytelling for Brands |
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).