Bachelor of Commerce / Bachelor of Communication (Public Relations)

2025 Deakin University Handbook

Year	2025 course information
Award granted	Bachelor of Commerce / Bachelor of Communication (Public Relations)
Deakin course code	D359
Course version	1
Faculty	Faculty of Business and Law
Course Information	For students who commenced from 2021 to 2022
Campus	Burwood (Melbourne), Waterfront (Geelong), Online. For students who commenced prior to 2023 only.
Duration	4 years full-time or part-time equivalent
CRICOS code	104740K Burwood (Melbourne), Waterfront (Geelong)
Australian Qualifications Framework (AQF) recognition	The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 7
Students and Applicants to Geelong Waterfront Campus Travel between campuses will be required to complete this combined degree. The Bachelor of Commerce degree will be taught at Waterfront campus and the Bachelor of Communication (Public Relations) degree will be taught at the Waurn Ponds Campus.
The final intake for this course was Trimester 3 2022. Continuing students should discuss unit selections with their enrolment officer and refer to the Handbook Archives for their course structure.

Course sub-headings

Course overview

Deakin's Bachelor of Commerce/Bachelor of Communication (Public Relations) empowers you to solve commercial problems of the future in a world where reputation is everything.

Learn to think more critically as you gain a strong foundation in all aspects of commerce at Deakin's world-class business school. The commerce stream will equip you with technical skills and professional capabilities to solve real commercial and community issues. At the same time, learn how to build, manage and change the reputation of brands and coordinate relationships between organisations, agencies and the public. Both degrees offer opportunities to get involved in hands-on learning including international and domestic internships, work placements, exchanges and overseas study tours. Enter the workforce with a unique skill set sought-after by organisations.

Want versatile, job-ready skills in both communication (public relations) and commerce?

In this double degree, you will study a range of topics across both areas. Develop your business knowledge through one of our commerce majors:

accounting
economics
finance
financial planning
human resources management
management
management information systems
marketing.

At the same time, explore the complementary communication (public relations) component, to learn how innovative and ethical communication leads to meaningful relationships with stakeholders. You will develop the capabilities to create inspiring campaigns and events, manage issues and become an adaptive communications expert.

Develop a thorough understanding of public relations in the 21st century to design and implement effective and memorable campaigns. Plus, take the opportunity to 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.

From day one, you'll have the opportunity to develop your skills in writing, editing, researching, event organisation and publishing with the aim to prepare you for the challenges of the current media landscape. Learn from leading academics with years of invaluable experience, ensuring you gain the professional skills to conduct strategic and tactical communication research, planning and evaluation.

Because your teachers are active in their fields, you'll enjoy a classroom that’s innovative, contemporary and provides industry expertise. Plus, you will have the chance to grow your connections through their professional networks.

Indicative student workload

You can expect to participate in a range of teaching activities each week. This could include lectures, seminars, online interactions, or professional experiences for Work Integrated Learning (WIL) units. You can refer to the individual unit details in the course structure for more information. You will also need to study and complete assessment tasks in your own time.

Professional recognition

Deakin Business School is in the top 1% of business schools globally by holding both AACSB and EQUIS accreditations. These prestigious accreditations are awarded to business schools that meet strict standards of quality, academic and professional excellence, and demonstrate a commitment to ongoing improvement and innovation in their courses, ensuring our graduates are employable worldwide.

Depending on the major sequence you choose, your Bachelor of Commerce component may give you eligibility for a range of professional memberships and accreditations.

Students who complete the accounting major sequence are eligible to apply for:

the CA Program of the Chartered Accountants Australia and New Zealand (CAANZ)
Associate membership for the CPA Program
IPA Program of the Institute of Public Accountants (IPA)
Association of Chartered Certified Accountants (ACCA).

Students who complete the marketing major sequence are eligible for a one-year credit reduction from the five years needed to become a Certified Practicing Marketer by the Australian Marketing Institute (AIM).

Students who complete the financial planning major sequence will satisfy the education standards prescribed by the Financial Adviser Standards (FAS) to be able to provide financial advice in Australia and be eligible for entry into the certification programs of the professional financial planning associations – the CERTIFIED FINANCIAL PLANNER® Certification Program offered by the Financial Planning Association of Australia (FPA) and the Fellow Chartered Financial Practitioner designation offered by the Association of Financial Advisers (AFA).

Commerce graduates may also be eligible to apply for membership to these key professional bodies (depending on units taken):
* Australian HR Institute (AHRI)
* Institute of Managers and Leaders (IML)
* Institute of Public Accountants (IPA)

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.

Students should consult with a course adviser to identify any additional requirements for membership for each professional body, and also consult with the professional body.

Career opportunities

As a Bachelor of Commerce/ Bachelor of Communication (Public Relations) graduate, you’ll be ready for a variety of career opportunities including:

accountant
economist
financial planner
human resource manager
marketing manager
account manager
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.

Alternative exits

Bachelor of Commerce (M300)
Bachelor of Communication (Public Relations) (A325)
Diploma of Business Studies (M201)

Articulated courses

Bachelor of Communication (Honours) (A451)

Course learning outcomes

Deakin Graduate Learning Outcomes	Course Learning Outcomes Bachelor of Commerce (M300)	Course Learning Outcomes Bachelor of Communications (Public Relations) (A325)
Discipline-specific knowledge and capabilities	Apply a broad and coherent theoretical and technical knowledge of commerce and its applications.	Employ communication theories and concepts to the practice of public relations to inform professional practice within government, civil and business organisations.
Communication	Communicate commerce concepts and information effectively including in oral, written and visual forms in a cohesive and understandable manner to academic audiences, business professionals and laypersons.	Effectively communicate analyses, findings and strategies in Public Relations to a range of audiences using written, digital and oral formats.
Digital literacy	Use technologies to identify, locate, evaluate, synthesise and disseminate and communicate information in the field of commerce.	Use digital communication technologies to research and strategically engage with audiences and stakeholders.
Critical thinking	Evaluate and critically analyse academic, professional and business information and values.	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	Identify solutions to a diverse range of authentic problems in commerce.	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	Take personal responsibility for actions, self-reflect and critique own performance and identify and plan future professional development	Exhibit autonomy, responsibility, accountability and a commitment to learning and skills development in a professional context.
Teamwork	Interact and collaborate with others from a range of disciplines and backgrounds	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	Engage effectively in different environments and contexts reflecting social, sustainable, ethical, economic, and global perspectives in the field of commerce	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

Course rules

To complete the Bachelor of Commerce/Bachelor of Communication (Public Relations) students must pass 32 credit points and meet the following course rules to be eligible to graduate:

DAI001 Academic Integrity Module (0-credit-point compulsory unit) in their first study period [replaces MAI010]

16 credit points from the Bachelor of Commerce (M300) include:

8 credit points of core units
1 major (8 credit points)
a minimum of 4 credit points of Faculty of Business and Law units at level 3

16 credit points from the Bachelor of Communication (Public Relations) (A325) include:

12 credit points of core units
4 credit points of course electives from specified lists

Students are required to meet the University's academic progress and conduct requirements. See the enrolment codes and terminology to help make sense of the University's vocabulary.

Course structure

Compulsory 0-credit point module

To be completed in the first trimester of study:-

DAI001

Academic Integrity and Respect at Deakin [replaces MAI010]

Core units

Bachelor of Commerce -

MAA103

Accounting for Decision Making

MAE101

Economic Principles

MAF101

Fundamentals of Finance

MIS171

Business Analytics

MLC101

Law for Commerce

MMK101

Marketing Fundamentals

MMM132

Management

MWL101

Professional Insight

Bachelor of Communication (Public Relations) -

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]

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

Level 3

ACC302

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

ACC310

Communication Futures [Replaces ALR300 2CP]

ALR301

Public Relations Campaigns [Replaces ALR300 2CP]

ALR376

Ethics, Persuasion and Society

AWL300

Internship [replaces ACC320]

AWL302

Your 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 2 credit points of course electives from level 1 (List A)

ADT103

UX Fundamentals [replaces ACG103]

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

IND102

Aboriginal Australian Stories and Songlines

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

Complete 2 credit points of course electives from level 2/3 (List B):

ALA203

Integrated Brand Communication

ALJ218

Podcasting and Audio Journalism [replaces ADV201]

ALJ222

From the Fourth Estate to Fake News [replaces ALJ324]

ALM202

Quantified Media

ALM215

Global Media

ALM216

Social Media Strategy [replaces ACC303]

MIS203

Managing Information in the Digital Age

MMM312

Event Management

ALA302

Transmedia Storytelling for Brands

Either

IND203

Caring for Country

IND301

Politics 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]

Majors

Refer to the details of each major sequence for availability.
All students in the Bachelor of Commerce are required to complete at least one major sequence chosen from the following:

^ These majors are the recommended pathway to qualify for membership of professional organisations.

*Offer offered to continuing students only

Work experience

Elective units may provide the opportunity for Work Integrated Learning experiences.

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

Research and research-related study

Independent research components are embedded across a number of units.

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. 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.

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 photocopying or travel.