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Bachelor of Business (Public Relations)

Good communication and marketing skills are essential for career in public relations (PR).

Strong theoretical knowledge can get you started - but practical experience can help get you much further.

This specialist APM course is the only one of its kind offering 520 hours of work placement. Graduate with a university-equivalent degree and hands-on industry experience.


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At a glance

Study mode

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OnlineBlendedIn-class

Provider

APM at Torrens University Australia (RTO 0269)
Career Opportunities
Recognition

Nationally recognised - meets Australian Qualifications Framework standards.
Meets membership requirements for selected industry bodies.

Prerequisites

Year 12 ATAR of 60 or equivalent, OR demonstrated ability/work experience

Location

NSW - Sydney

QLD - Brisbane

Online

Work placement

520 hours in total

Course length
Accelerated: 2 years | Full-time: 3 years | Part-time: 4 - 6 years
Study mode

Online

Blended

In-class


Online

Study from anywhere, when it suits you best and graduate with the identical qualification as an on-campus student.

Blended

Study part of the course online. Combine your online learning with classes or practical sessions on-campus at a college or university.

In-class

Attend classes on-campus at a university, TAFE or college and interact face-to-face with teachers and fellow students.

Assessment
Written & practical assignments, reports & exams
Start date

Six intakes per year.

Contact us about enrolling.
Provider
APM at Torrens University Australia (RTO 0269)

APM College of Business and Communications at Torrens University Australia is renowned for delivering excellent marketing, PR and event management qualifications.

Developed by the industry for the industry, APM at Torrens University Australia (RTO 0269) courses are highly regarded and focus on career-relevant and practical skills. Combined with the work experience you gain through APM at Torrens University Australia's internship program, you'll graduate with your foot in the door.

APM College of Business and Communication is a trading name of Think: Colleges Pty Ltd and Torrens University Australia Ltd, Think: Colleges Pty Ltd: RTO No. 0269, HEP No. 4375| Torrens University Australia Ltd: RTO No. 41343, HEP No. 4449

Payment options

Study now pay later – FEE-HELP

Upfront payment

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Price
Why isn't the course price shown?

Why isn't the course price shown?

The cost of a course can vary depending on a few factors, including:

  • Whether you are an Australian resident
  • How you pay for the course (via a government loan, via a payment plan, or upfront)

To work out how much this course would cost you,
contact a SEEK Learning consultant.

Prerequisites

  • Year 12 ATAR score of 60 or equivalent, OR
  • a completed diploma level course, OR
  • demonstrated ability, including work experience, formal/informal study, or a statement of intent

What you'll learn

  • Gain practical PR knowledge and skills.
  • This specialist PR course will teach you how to engage, communicate and influence audiences.
  • You'll learn how to combine communications strategies and current technologies to maximise the impact of messages. You'll also learn how to act ethically and sensitively to the target audience's needs.
  • Through work placement, you'll learn about the PR industry first hand - and gain practical skills to complement your theoretical knowledge.

Work placement

This course includes a total of 520 hours of professional work placement across the lifespan of your degree, through APM’s Internship Program. The industry experience gives you invaluable real-life skills, so you graduate ready to step into a job.

APM's Careers and Industry Consultant will help you determine an internship workplace that matches your needs, and this internship will form part of your study. 

Course structure

24 units

Level 100

  1. Managing in a global environment


    This unit introduces students to key management and leadership theories and concepts such as organisational structure and culture, corporate social responsibility, sustainable business and triple bottom line management, managing groups and motivating staff, managing human resources and employee relations, strategic management and planning, leadership and decision-making. It discusses how to manage conflict in organisations and how to effectively negotiate in a business environment. 

    The unit is designed and delivered from the point of view of leadership and management requirements, but provides students with an understanding of the needs and expectations of key stakeholders such as staff, customers, suppliers, government, and the wider community and society. Managing for sustainability and the future is a major theme in this core unit.

  2. Introduction to HR management & leadership


    The unit 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 unit 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 unit 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.

  3. Research & academic skills


    This unit introduces students to the concept of academic literacy in a higher educational context. Students will be able to study the relevant resources and explore strategies and techniques which will allow full participation in their new academic environment. 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 unit 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.

  4. 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, segmentation, targeting and positioning, the extended marketing mix and ethics in marketing. Industry relevance provides students with the opportunity of applying key concepts in practical settings. These marketing foundations are expanded on in other subjects available as electives.

  5. Introduction to business accounting


    The unit aims to provide non-accounting students with a broad, business-based introduction to the conceptual foundations of accounting. 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.

  6. Understanding public relations


    The unit 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 unit 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 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.

  7. Introduction to PR writing


    This unit 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 unit 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.


Level 200

  1. 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 unit 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.

  2. Economics


    This unit looks at how society chooses to allocate its scarce resources to satisfy unlimited wants. We will examine the role played by households, firms and the government in the production and consumption of resources and the consequences flowing from various domestic and international economic management policies. Microeconomics and macroeconomics theories are main focus. The former provides students with a working understanding of microeconomic concepts needed in decision-making processes. Areas covered include theory of demand and supply, theory of the firm and production, price determination and market structure. Macroeconomics concepts provide students with essential understanding of the global environment, and advocates analysis and evaluation of economic happenings and issues. Topics include monetary and fiscal policies, inflation, international trade and finance.

  3. Business & law


    This unit introduces students to the Australian legal system and to the relationship between law and the structures, transactions and operations of business. It examines the general principles and concepts of business law. The unit is designed to provide students with the skills and knowledge of legal method, research and reasoning through case study and application to real and hypothetical business situations.

  4. Research & enquiry for managers


    This unit provides students with an introduction to the statistical techniques used in decision-making in business. It begins with a basic introduction to statistics, which covers the use of tables and graphs to organize a set of data. It also covers rudimentary statistical concepts such as descriptive measures and probabilities. The unit examines techniques for data analysis, as well as sampling, statistical theory, and interpretation.

  5. Public relations strategy


    This unit expands upon public relations theory and practice introduced in earlier subjects and introduces students to a methodology for using research to define public relations problems; planning and programming; taking action and communicating; and evaluating the programme. Students learn how to apply strategic thinking and planning to the development of public relations and communications strategies, including how to analyse the environment, analyse publics by drawing stakeholder maps, set objectives, take action, formulate a message, and manage time constraints and budgetary issues. Students develop a thorough understanding of the importance of research to formulate and evaluate a communication strategy. 

    The unit thus discusses the full 'cycle' of strategy development. Students learn how to evaluate public relations strategies and assess their success in meeting identified goals and objectives.


  6. Stakeholder relationship management


    In this unit students will acquire the necessary knowledge and insights to identify and design stakeholder maps within different organizational contexts, and to differentiate between types and levels of stakeholders. An important focus will be on the deconstruction of the theoretical concepts of 'relationships' and 'reputation'. 

    The unit will furthermore explore how relevant public relations theories underpin the ways an organisation engages with and builds mutually beneficial relationships with its key stakeholder groups. Students will analyse methodologies of identification and response to environmental factors that influence relationships and engagement with different stakeholder groups.

    Pre-requisite: PRN101A

  7. Issues & crisis management


    The unit introduces students to the discipline of issues management. Issues management involves the identification, analysis, and monitoring of issues that have the potential to be of importance (for good or ill) to organisations as well as how they respond to them. In this subject students will explore the background to issues management, who the key stakeholders are, the role of issues management in strategic planning and environmental scanning, and how issues management impacts upon both the public and private sectors. It discusses issues management strategies and introduces students to the field of crisis communication management and corporate social responsibility. Current issues are identified and tracked to give students an idea of environmental scanning and issues identification.

Level 300

  1. Ethics & sustainability


    The unit builds upon earlier discussions of corporate social responsibility (CSR), the practice by which organisations acknowledge the impact of their activities in economic, social, and environmental terms. The unit begins with an examination of the theories of CSR and discusses why organisations around the world are increasingly moving to reduce the adverse effects of business operations. It discusses some of the most common practices associated with CSR and examines the link between social responsibility and corporate governance, in the context of corporate sustainability. 

    The unit critically examines the concept of triple bottom line and sustainability reporting before exploring the idea of corporate philanthropy, communicating the organisational CSR message, and how CSR can help develop the organisational brand. The unit makes extensive use of case studies and encourages students to research and assess how organisations conduct themselves as corporate and global citizens.

  2. 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 unit 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.

  3. Business information analysis


    Business information analysis introduces the various types of information that are required in planning and operating a business, especially a business in the service sector. 

    The unit describes business research approaches and information gathering techniques, and examines various data collection methods such as survey methods, data analysis, hypothesis testing, and ways of presenting data so that appropriate business decisions can be made. Gathering, analysing and presenting both qualitative and quantitative data is therefore an important part of this unit. The use of technology is essential in the business information context, and the unit introduces the role of information technology, and key business information systems.

  4. Industry consulting project


    This capstone unit 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.

  5. Professional public relations practice


    This unit provides students with the necessary knowledge, skills and experience of applying their studies to the workplace. Students will investigate and reflect on the traits required to be a successful public relations practitioner. They will learn the importance of team collaboration and also demonstrate writing, presentation, negotiation and leadership skills. 

    The unit will further develop students' understanding and abilities to work with clients, internal and external audiences, and it will prepare them for the in-house and agency work environments and requirements.

  6. Emerging media strategy


    The focus of the course is upon providing students with the opportunity to practice the craft of public relations writing in order to develop their writing skills, and more specifically to apply them within the domain of emerging interactive media. 

    The unit begins with an examination of the importance of knowing one's audience before discussing issues such as: writing within context; common writing mistakes; how to avoid public relations 'disasters'; the nature and role of 'spin' in public relations writing; writing for a global audience; and the art of effective speech writing. Students are specifically prepared for the requirements, risks, benefits and skills to engage with stakeholders through emerging media. Students develop these skills through a series of short writing exercises on topics of their choice chosen from weekly lectures.

You will need to complete 1 elective unit in Level 200 and 2 elective units in Level 300.

Support and delivery

When you study online with APM at Torrens University Australia, you can:

  • Study from anywhere, when it suits you best.
  • Graduate with the identical qualification as an on-campus student.
  • Get comprehensive support from teachers via phone and email.
  • Access course materials online.
  • Interact with teachers and fellow students via platforms like virtual classrooms, forums and video calls.

Learn from industry experts

APM at Torrens University Australia courses are designed and delivered by industry practitioners, ensuring that what you learn is practical, relevant and up-to-date.

Recognition

APM at Torrens University Australia is affiliated with a large number of key industry bodies including:

  • Australian Marketing Institute (AMI)
  • NSW Institute of Sport (NSWIS)
  • Public Relations Institute of Australia (PRIA)
  • International Special Events Society (ISES)
  • Queensland Academy of Sport (QAS)
  • Meetings and Events Australia
  • Australian Institute of Management
  • Communications Council

As an APM at Torrens University Australia student you're entitled to a complimentary membership to one of these associations. This membership will introduce you to a valuable network within relevant communities to assist you with establishing your career.

Payment options

There are 2 ways you can pay for this course:

1. Study now pay later – FEE-HELP

This course can be paid for through the FEE-HELP government loan scheme.

This means you don’t need to pay upfront for the course if you:

2. Upfront payment

You can pay for this course upfront via credit card or bank transfer.

Have a question or ready to enrol?

Our Learning Consultants can:
  • icon enquiry 1Answer any questions about a course
  • icon enquiry 2Give advice on job outcomes
  • icon enquiry 3Explain finance options and help you enrol
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