Bachelor of Business (Communication and Public Relations)

A Bachelor of Business (Communication and Public Relations) degree gives you business skills in public relations strategy, writing, international PR, brand building and audience research.

You will learn about strategic management, relationship management and crisis management and become familiar with ethics, consumer behaviour, corporate responsibility and communications. Economics, law in business, marketing and advertising are also covered in the bachelor of public relations.

Some subjects covered when you study a public relations course:

  • Understanding public relations
  • Introduction to PR writing
  • Public relations strategy
  • Issues Management
  • International Public Relations
  • Strategic Management

COURSE QUICK GUIDE

Qualification Title

Qualification Title

BACHELOR OF BUSINESS (COMMUNICATION AND PUBLIC RELATIONS)

Study Options – Domestic Australian students

Study Options – Domestic Australian students

Full-time or Part-time On-campus or Flexible Online Delivery

Study options – Overseas students

Study options – Overseas students

International students may only study full-time and on campus (with the option to complete up to 25% online)

Start Dates

Start Dates

See Key Dates below

Course Length

Course Length

Accelerated: 2 years
Full Time: 3 years
Part-time: 4-6 years (including internship)

Entry Requirements

Entry Requirements

Domestic Students
Year 12 or equivalent with ATAR 60/ OP 17
OR
Demonstrated ability to undertake study at this level:

  • work experience, and/or other formal, informal or non-formal
  • study attempted and/or completed

International Students
Equivalent IELTS 6.0 (Academic) with no skills band less than 5.5

Finance Options - Domestic Australian students

Finance Options - Domestic Australian students

HE-FEE HELP

Course study requirements

Course study requirements

10 hours study required per subject, per week, during a trimester.

e.g. If you undertake two subjects in a trimester, the study requirement is 20 hours each week.

Assessment

Assessment

Written Assignments and Exams

Location

Location

Sydney Campus

Brisbane Campus

Delivered by

Delivered by

APM College of Business and Communication at Torrens University Australia

Accrediting body

Accrediting body

Torrens University Australia

CRICOS Course code (if applicable)

CRICOS Course code (if applicable)

092479K

Training Package details:

Training Package details:

N/A

Key dates

Academic Dates Start Date Census Dates Last Day Breaks
2017 Trimester 1 (T1) 20 Feb 10 Mar 14 May 15 May – 4 Jun
2017 Trimester 2 (T2) 5 Jun 23 Jun 27 Aug 28 Aug – 17 Sep
2017 Trimester 3 (T3) 18 Sep 6 Oct 10 Dec 11 Dec – 18 Feb

2018

Trimester Start Date Census Dates Last Day Breaks
2018 - Trimester 1 19 Feb 9 Mar 13 May 14 May - 3 Jun
2018 - Trimester 2 4 Jun 22 Jun 26 Aug 27 Aug - 16 Sep
2018 - Trimester 3 17 Sep 5 Oct 9 Dec 10 Dec - 18 Feb

Course Subjects

Most public relations degree subjects are offered online and on-campus, so you can do one option – or a mix of both. A Course and Careers Adviser can help you work out a schedule that suits your lifestyle and commitments.

Our course structures are also available to help you decide on the right course for your future. View the on campus and online course structures.

Core Subjects

Level 100

  • BIZ101 Business Communications

    This subject introduces students to the concepts of business communications and transferable academic skills. This subject presents an analysis of the types of communication processes which occur in the internal and external business environment, including an examination of the theoretical underpinning of communication in businesses. Emphasis is placed on writing skills, reports, and presentations, and using technology to communicate. The course will provide students with research skills (information literacy), critical analysis, writing and language techniques. Transferable skills including time management and teamwork are incorporated in the course. The aim of this subject is to provide knowledge and skills needed for Higher Education, to help students to manage their own success and to assist students in reaching their academic potential.

  • BIZ102 Understanding People and Organisations

    This subject introduces students to the concept of an organisation, and their role within the organisational context. The student will explore the impact of their relationships and emotional intelligence within a business context, as well as developing the skills to foster effective workplace relationships and to learn how to continue to develop and refine these skills in the workplace. Students will gain an understanding of the idea of cultures within organisations, and how their actions interact within these relationships.

  • MKT101A Marketing Fundamentals

    Students will gain a solid foundation in the marketing discipline introducing relevant and contemporary concepts, theories and models. The unit magnifies the importance of understanding consumer behaviour, market segmentation, targeting and positioning, the extended marketing mix and ethics in marketing.

  • BIZ104 Customer Experience Management

    This subject explores how a customers’ perceptions – both conscious and subconscious – effect their relationship with a brand’s value proposition. Students will explore how a customer’s interactions with a brand during the customer life cycle will determine levels of customer satisfaction. Students will analyse Customer Journey Mapping techniques, Employees engagement in the customer experience strategy and metrics of satisfaction, loyalty and advocacy.

Level 200

  • BIZ201 Accounting for Decision Making

    The subject aims to provide non-accounting students with a broad, business-based introduction to the conceptual foundations of accounting and finance. The use of management accounting information assists in key areas of planning, controlling, reporting, and decision making. It introduces students to basic concepts and functions of the balance sheet, profit and loss statements, cash flow statements, techniques for analysing financial statements investment decisions, full costing and opportunity costing analysis and managing working capital.

  • BIZ202 The Business Environment

    This subject covers the analysis of the macro and micro influences on a business’ strategy and operations. Includes the interactions of Australia’s legal frameworks and global economic principles and the influence on modern organisational decision making. Students will learn about legacy and modern management styles and their application in a dynamic business environment.

Level 300

  • BIZ301 Organisational Creativity and Innovation

    This course seeks to build the knowledge, skills and attitudes required to succeed as an entrepreneur. These knowledge and skills are then applied to identify and evaluate innovative high-growth product and service opportunities in the context of a start-up, a corporation, a not-for-profit or a government institution. The course equips students with practical skills, including creativity tools, cash-flow modelling, business model analysis and lean experimentation.

  • BIZ302 Ethics and Sustainability

    This subject is built on broad aspects of sustainable development, corporate responsibility, stakeholder thinking and accountability. It explores how organisations acknowledge their impact of their activities in economic, social, and environmental terms. Students will examine why organisations around the world are increasingly moving to reduce the adverse effects of business operations on their stakeholders and local communities. It discusses some of the most common practices associated with environmental ethics evolving to sustainability ethics. It also examines the link between social responsibility and corporate governance.

    This course will equip you with a set of tools for managing and leading organisations more ethically and sustainably.

 

Specialism Subjects

  • PRN101A Understanding Public Relations

    The subject introduces students to key communication and Public Relations theories, as well as to the history of Public Relations. The relevance of basic communication and mass communication theory within the field of Public Relations is discussed and applied. The subject demonstrates the ethical and legal implications of Public Relations decision making through case studies, application and debate. Different contexts and subfields are explored, with specific reference to emerging technologies and the changing social environment. The role of public relations as a relationship builder and reputation manager is developed together with current issues and cutting edge topics such as risk communication, interactive media, deep branding, social networking, media and regulatory convergence. The transformations in contemporary communication industries and global patterns will be of special significance.

  • PRN102A Introduction to PR Writing

    This subject encompasses the fundamentals of PR Writing. The subject explains the Australian media environment to public relations students, including media ownership and the differences between media forms. It introduces students to the main aspects of public relations writing, including selecting the right medium, writing for a range of different media such as internet, broadcast, speeches, and publications, as well as learning to write for ‘campaigns’, undertaking financial and annual report writing. It also provides students with a comprehensive style guide that they can use as a reference when working in the industry. Students also develop a thorough understanding of emerging media technologies and how they influence public relations writing. The subject provides students with a background of the ethical and legal issues associated with public relations and provides information on dealing with crisis communications, such as natural disasters or company problems caused by bad planning or poor decisions.

  • PRL201 Content Creation for Social Media

    This subject explores the scope and application of the various channels available in the modern Public Relations landscape. Students will learn about the speed of transmission afforded by modern media channels and how to maximise the return on investment (ROI) by using these mediums, highlighting the benefits and risks associated with these most modern methods of social interaction and communication.

  • PRL202 Advanced PR Writing

    This subject allows students to refine the theory that they have learned in the course, take their understanding and application of PR to another level and put it into action. Students will further investigate media channel strategies, while focusing on the production of context driven written materials, with an emphasis on the completion of an industry standard Public Relations writing portfolio.

  • PRL203 Corporate Communications

    In Corporate Communications the student will focus on all elements and applications of Public Relations in corporate and professional contexts. Students will address the tactics and strategies around Issues and Crisis Management, Stakeholder Management, Not for Profit, Government and Community Relations, and well as the fundamentals of corporate and financial Public Relations and the benefits of corporate and community relationships.

  • PRN303A International Public Relations

    This subject draws together the public relations skills and knowledge students have acquired throughout the course to date, and applies them to the international arena. Students critically question the ethnocentric assumptions that American or Western public relations can be transferred to any country and culture, and instead ask how public relations theory and practice should be different in different national or cultural contexts. International theory of public relations that can be used in and adapted to different countries of the world are further explored. Students will also debate whether there could be generic principles of public relations applicable to specific contextual conditions in all cultures. Students are provided with an understanding of the role of international companies, communities, governments, and the international media and how these bodies influence the formulation of corporate messages and responses to issues and crisis. It highlights the importance of sensitivity to and understanding of different cultures, and the crucial role of effective intercultural communication. It examines the role of key technologies such as the Internet and other new media to international public relations. The subject concludes with an examination of how international corporations can work effectively with local communities and examines a number of region-specific public relations issues.

  • PRL302 Public Relations Strategy Project

    This capstone subject enables students to apply theory and learning to practical management in an industry relevant operation. Students will utilise their research skills for real and current management issues on an industry relevant operation and experience personal growth through setting goals, establishing schedules, and accepting responsibility to an organization and to self for project completion.

  • IND301A Industry Consulting project

    A key element of this course is the placement of the students with an endorsed host organisation(s) to complete a minimum of 400 hours of discipline-based professional work placement. While work experience is a component of the placement, there is considerable emphasis on the development of workplace knowledge and employability skills such as communication and coordination skills, the role and responsibility of discipline based professionals, and the links between learned theory and practice in the workplace. A key task will be the completion of a reflective journal covering the experience and the identification and analysis of key learning outcomes.

 

Elective Subjects

Level 100

  • EVN101 Introduction to Events

    This subject introduces students to the scope and diversity of the events industry and how it functions as a key component of broader business industries. Students will be exposed to a range of events, both large and small, private and public, covering the broader spectrum of the types of events in the Events industry.

  • EVT101A Event Concepts and Design

    This subject introduces the student to events at the initial concept phase, working through the design and planning phases of event creation. The subject will expose students to a wide variety of types of events and students will develop a solid understanding of appropriate event themes and design concepts.

  • SPO101 Introduction to Sport Management

    In this subject students will be introduced to the field of Sport Management. Students will investigate the historical foundations of sport, management principles, socio-cultural influences of sport, and the role of governance in sport. Students will investigate the role sport plays in building communities and analyse the importance that professional sport plays in contemporary society.

  • SPO102 Sports Marketing

    Marketing of sports and recreation is more than simply about the product; it is about broader health and wellness, entertainment, community and generating team or brand loyalty. This unit applies the marketing principles and mix to the field of sports and recreation, to take a broader view on how marketing can support health promotion and advocacy through sport.

  • MKT103A Integrated Marketing Communications

    Integrated Marketing Communications provides students with a contemporary view on the use of all different promotional tools available to marketers today such as sales promotions, direct marketing, advertising, personal selling and public relations.

    The subject explores how marketers can increase the number of touch points a brand can explore among its target audience in a consistent and effective manner.

  • MKG102 Consumer Behaviour

    This subject introduces students to the main aspects of consumer behaviour, including the societal, family and cultural influences on behaviour. The subject examines vital topics such as consumer learning, needs and wants, motivations, perceptions and experience, and specific consumer behaviours and the factors involved in consumer decision making. Students undertaking this unit are encouraged to critically appraise their own buying behaviour, which in turn assists them in acquiring, critically examining, and communicating information from a range of different sources.

Level 200

  • EVT201A Event Management and Operations

    Building upon event concepts and design knowledge, this subject introduces the student to the skills and knowledge of event operation and management and the student will be able to learn how and where to apply the various operations and management tools. The unit further exposes the student to the strategic framework and strategic planning function; contextualised within the event management and operations environment.

  • EVT207A Event Venue Management

    This subject introduces the student to venue management as an integral part of event management and operations. It acknowledges that each venue is different but that each venue operates within a broad industry model. Students will be exposed to different venue types and sectors and the general management principles; including the asset management, maintenance, repair and purchase processes.

  • EVN203 Event Financing and Sponsorship

    This subject introduces students to the processes behind the targeting, procuring and managing financial support for events. The subject explores alternative revenue sources available to the event; it extends the student beyond a traditional understanding of sponsorship into thinking of events as assets and saleable commodities.

  • SPO201 Sports Law

    Sports law as a discipline cuts across a number of areas of law such as contract law, employment law, competition law, intellectual property, criminal law and tort law. In addition, there are a number of areas of law which are specific to sport such as anti-doping policy, sports disciplinary issues, player agency and selection processes. This subject will examine a number of these areas and will analyse the way in which sport and law interact. Students will analyse a number of legal issues connected to the organisation of sporting events, the communication of such events to the public, and participation in sporting events and organisations.

  • SPO202 Managing Teams

    There are more to sports teams than the team playing the sport. There are the support teams, the behind the scenes teams, the training teams, and so forth. Being able to manage a team in different circumstances for different outcomes is the focus of this unit, drawing on theory and practice from industry as well as sports literature, paying particular attention to different leadership models and team roles.

  • SPO203 Managing Sport Facilities

    This subject requires students investigate how to manage, plan and evaluate the sporting facilities that sports teams and local communities rely on for their recreational and sporting needs. Different types of sports venues, construction and refurbishment, venue design, risk management, technology, and venue management will be discussed in detail.

  • MKG201 Business – 2 – Business Marketing

    Business-to-business introduces students to the principles of industrial marketing, also known as B2B. The subject highlights the importance of firms in building strong relationships with their corporate clients in the process of value creation. Students will develop an understanding of business markets and the business marketing environment and will build upon their knowledge of marketing principles and market segmentation to formulate their own B2B marketing strategy.

  • MKT202A Marketing and Audience Research

    This subject provides students with both theoretical knowledge and practical application of the quantitative and qualitative marketing research process. It begins with the concept of marketing research and the research process. It discusses how to design a research project and define the research question. It identifies primary and secondary data sources, and introduces students to qualitative and quantitative research methods.

  • MKG203 Digital Marketing Communications

    This subject introduces students to the ways in which the internet and new digital and interactive technologies can be used in the development of digital marketing strategies. It also highlights the integration of digital marketing with traditional marketing strategies and practices. It focuses on new digitally orientated business models that add customer value, build customer relationships and increase company profitability. The subject examines vital topics such as digital marketing strategy development and planning, the impact of emergent technologies, social media marketing, web design, digital communications and customer relationship management as well as the ethical and legal issues involved in digital marketing.

Level 300

  • EVN301 Events Policy and Strategy

    This subject provides students with the opportunity to examine strategic management functions and process in the context of events. The unit focuses on the application of the latest thinking on the area of strategic management to the event environment reinforcing a strategic planning and management framework.

  • SPO301 Health and Advocacy Strategies

    This course challenges students to utilise sports and recreation to make an impact. Mental health problems and disorders contribute significantly to the burden of disease; unipolar depression is now the second leading cause of disability worldwide. Students will learn about the strong relationship between mental health and physical health. Mental health disorders and problems with alcohol and other drugs are closely intertwined and linked to the social determinants of health for which sport and recreation can play a pivotal role. It introduces students to being change agents, teaching them how to recognise health needs in a community and equipping them with the skills they need to communicate to a wide variety of audiences, preparing them to engage with communities to promote health and engage in health advocacy with intersectoral stakeholders and influencers. Strategies to engage with different communities through sport, and form of partnerships with other sectors will be a key focus of this subject.

  • MKT301A Marketing Strategy

    This subject introduces students to the concept of marketing strategy and its position within business strategy and organisational goals. It covers the principles and techniques of creating, implementing, and evaluating a marketing strategy, including analysis of market opportunities and formulating marketing strategies for a variety of different business environments. This subject culminates with a discussion of useful tools and techniques for developing, implementing, monitoring, and evaluating a marketing plan.

  • MGT302A Strategic Management

    Organisations face increasing environmental uncertainty with shortening product and technology life cycles and increasing competition. Managers need to develop an understanding of their organisation’s industry structure, external environment as well as its internal strengths and weaknesses. It is also important that managers are able to think creatively in formulating and implementing their strategies to ensure their organisation’s success in its industry. This subject focuses on providing future managers with relevant strategic management concepts to advance their skills and abilities so that they can contribute towards an organisation’s competitive advantage.

 

Non Specialism Electives

  • MKT102A Understanding Advertising

    Understanding Advertising introduces students to the fundamentals of advertising and explains how students can use this important tool to solve communication problems in today’s complex and fast-changing world. The unit provides an introduction to the advertising industry and the process of creating advertisements for different media. It begins by looking at the initial steps of advertising planning and research, differentiation and targeting, and the development of an advertising strategy.

  • EVT204A Wedding Planning

    This subject explores the Wedding event in depth. It takes the student through the gamut of the Wedding industry and the process of delivering the client’s dream. Students will be exposed to the contemporary and traditional, the conservative and the alternative, the religious and secular in wedding concept and design. Students will have the opportunity to examine contemporary issues in marriage and marriage law.

  • EVT206A Sports Events

    This unit explores the sport event in depth. It takes the student through the depth and breadth of the sport event industry and the process of delivering a sport event. Students will examine the importance of the sport event sector to the Australian economy and culture, and explore some of the social and ethical impacts of sport. Students will be introduced to unique aspects of sport events and the specific tools used to deliver and manage them. Students will have the opportunity to become familiar with sport event scheduling and the issues surrounding implementing and managing large scale sporting events.

  • HRM101A Human Resource Management

    The subject provides students with a comprehensive introduction and overview of the theory and practice of HRM, and discusses how it developed from a largely administrative function – the personnel manager – to a strategic activity closely aligned with developing workplace culture, organisational goals and business competitiveness. Throughout the subject students study a range of human resources approaches and issues within a range of organisational contexts, and are introduced to concepts and practices of human resource planning, human resource development, and performance management and appraisal. The subject also focuses upon several key ‘environmental’ factors that influence the development of human resource policies and procedures providing quality work and a good work environment along with the contribution of equal opportunity employment, productive diversity and other relevant legislation and regulation. It also addresses new and emerging issues in workplace reform in Australia and internationally.

  • MGT201A Project Management

    Businesses today are increasingly adopting a project-based approach to undertake and manage a diverse mix of business activities ranging from recruitment and change management to product development and implementation. Project management allows organisations to more effectively manage human and financial resources and to meet specific time constraints. This subject introduces students to the field of project management. It explores the historical development of project management and introduces students to the Project Management Body of Knowledge. It examines the theoretical underpinnings of project management and looks at such specific elements as the project life cycle, the role of the project manager, the use of project teams, issues affecting project implementation, and planning, scheduling, and costing. It also explores how technology is used to assist in the management of projects and discusses various project management tools..

  • MKT303A International Marketing

    This subject introduces students to the theories and principles of international marketing. The first part of the course examines the economic, financial, legal, political and cultural issues affecting global marketing and business operations. Students will then discuss the profile of international consumers, the evolving global consumer culture and the opportunities that exist for international marketing. The second part of the course looks at the development of international marketing strategies and takes into account research methods, data analysis techniques and marketing mix decisions.

  • MKT304A Brand and Product Management

    This subject provides students with theoretical knowledge and practical application of the brand building process and the role of the marketing mix within it. It begins with the strategic importance of brand management and presents a consumer-focused model of brand equity. It explores the contribution of advertising to strategies for building and sustaining strong brands over time.

 

For more detailed information about the subjects offered through our public relations course, send us an online enquiry and one of our expert consultants will get in touch.

To complement your PR studies you might also be interested in our marketing courses, diploma of marketing BSB51207, or bachelor of marketing.

Finishing early or switching courses

Our courses are designed to accommodate change. So if you need to finish studying sooner than you’d expected and still want a qualification, or would like to accelerate a diploma into a degree, we can help you.

Exit points within the degree

There are exit points within the degree. Upon completion of Level 1 subjects you will qualify for a fully accredited Diploma of Business (Public Relations). Upon completion of Level 2 subjects you will qualify for an Associate Degree of Business (Public Relations). Upon completion of level 3 you will qualify for the Bachelor of Business in Public Relations.

Want to know more?

At APM you get your degree quickly and with more experience and connections than you would anywhere else. Hearing from lecturers that are current, practicing industry professionals themselves is great, as they have the ability to provide you with real time, real world cases and theories to work on.Christopher Wiggins | Bachelor of Business (Public Relations)

Common Questions

What’s the difference between a diploma and a degree?

APM Bachelor Degrees are university-equivalent Higher Education courses - which means that the emphasis is on knowledge and skills-based approach to learning. All course lecturers are industry experts and experienced educators, while the Industry Placement Program and career development components of the degree provide invaluable work experience, helping you stand out to employers. To be eligible for a degree, you need to have completed Year 12 and gained a minimum ATAR of 60.0 (or the equivalent if you are from another country). You can also apply based on your relevant work experience or previous study.

APM Diplomas are Vocational Education (VET) courses, which are shorter in length than Bachelor Degrees and provide pathways to further study. These programs focus on skill-based approach to learning with more hours dedicated to applied, practical, hands-on learning. APM’s VET courses are based on National Training Packages, which are updated regularly in consultation with relevant industry bodies. They incorporate the same curriculum across all study locations, while internships, lecturers, and a high level of industry consultation help to give you the competitive edge over other VET graduates. To be eligible for a diploma, you need to have completed Year 10 (or the equivalent if you are from another country). You can also apply based on your relevant work experience or previous study.

What will my course load be like? I’m not sure if I can commit with my schedule.

This will depend on how many subjects you choose to study each trimester. Part-time and full-time options are available in this course. Many students who already work successfully manage a part-time schedule – especially if they blend campus and online study. A Course and Careers Adviser can help you work this out.

Can my previous study and/or work experience be counted towards this course?

Yes – you might be eligible. If you have previously studied or worked in the field that your course relates to, you can apply to receive a course credit that can potentially shorten the length of your APM degree or diploma. Each application is assessed individually and your experience must match the learning outcomes of the subject/s covered. Read more about Recognition of Prior Work or Study.

I don’t live in Australia. Can I apply for this course?

Yes! Many of our students are from other countries. You can either study this course online or apply to study in Australia through the Australian government. Learn more about studying in Australia.

When will the timetable for this course be available?

Timetables are confirmed at the beginning of every semester, based on your enrolled subjects for that period.

What if I change my mind and want to drop a subject?

Australian students have until the third week of the trimester to decide if that subject is right for you. International students will need to talk to a Course and Careers Adviser about their situation.

 

Industry Placement Program

As an APM bachelor degree student you will take part in our Industry Placement Program where you will gain experience in your chosen profession and get solid insights into modern work-force performance and expectations.

The program is fully supported by our Careers and Industry Consultant and a great chance to network and set yourself up for the future!


  • APM offers essential real world experience while  you study
 

Want a career in public relations?

In PR you will produce media briefings, media releases and publicity events, and use your strong communication skills to analyse, predict and implement strategies that enhance the image of your client.

Find out more about careers in public relations »

How can a Course and Careers Adviser help?

Our team of friendly advisers are highly experienced in answering your questions about finding the right course and subjects, and helping you make the right decision about starting or furthering your career. Simply send them your question online or call directly on 1300 880 610 (free call from within Australia).

Ready to apply?