Bachelor of Business (Public Relations)

When it comes to business, the key to getting communication right between an organisation and their audience is public relations (PR).

PR is about making sure the right messages are heard and are delivered in the most effective way possible so people not only listen – they also pay attention. It often takes strong communication skills, strategy and management to make this happen.

A skilled public relations professional is crucial to getting a business noticed and heard.

Swinburne Online’s course will develop the skills you need to not just to get your PR career started but for it to thrive in future. Study online in your own time and graduate with the same degree you would have if you’d studied on campus.

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At a glance

Study mode



Swinburne (RTO 3059)
Career Opportunities

Nationally recognised - meets Australian Qualifications Framework standards.


Relevant academic or work experience



Course length
Set your own timetable & finish the course within 2 years (minimum) to 9 years (maximum)
Study mode



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


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


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

Reports, essays, projects & exams
Start date

3 start dates per year.

Contact us about enrolling.
Swinburne (RTO 3059)

This Swinburne University of Technology qualification is delivered by Swinburne Online.

As a Swinburne Online student you'll graduate with a nationally recognised Swinburne University qualification, and have the flexibility of studying online when it suits you.

Read more about
Swinburne (RTO 3059)
Payment options

Study now pay later – HECS-HELP

Upfront payment

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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.


Year 12 graduates need:

  • Successful completion of the Victorian Certificate of Education (VCE) or equivalent (VCE studies must have included successful completion of units 3 and 4 in English with a minimum study score of 25 in English), and meet the associated minimum ATAR; OR

Non-year 12 and mature age students not holding an appropriate Year 12 or equivalent qualification may be eligible if they have:

What you'll learn

Become trained in:

  • Effective communication of corporate objectives
  • Understanding how PR supports the implementation of strategic plans, communication planning and campaign development
  • Taking on the challenges of the dynamic PR sector

Course structure

24 units

Core units

  1. Learning & communicating online

    This unit will introduce fundamentals of communication and learning in an online environment. Students will gain increased capability in a range of skills such as online written communication, collaboration in individual and group work, and critiquing and analysing a variety of information sources. Students will be encouraged to draw on their own understanding and experience while contributing and sharing ideas with peers.

  2. Public relations theory & practice

    This unit aims to introduce students to the principles, theories, models, roles and approaches of public relations by examining the basic definition(s), perceptions, relevant concepts, and application fields of the profession.

  3. Introduction to management

    This unit aims to provide a broad understanding of management and its importance in enabling organisations to be effective within a diverse globalised environment. Students will learn to describe the four basic management functions of planning, organising, leading and controlling across an organisation; understand the application of some basic management principles in an increasingly global business environment; understand the importance of behaving in a professional and ethical manner; and prepare academic reports and essays including case studies using the appropriate format.

  4. Public relations writing

    This unit develops writing skills specific to the public relations industry, introduces students to the various writing styles used in public relations, and provides experience in communicating public relations messages in appropriate media.

  5. Issues, crisis & risk communication

    The unit aims to introduce students to the strategic importance to organisations of the public relations-related disciplines of issues, crisis and risk communication. The unit explore how these disciplines can be implemented in a range of public relations contexts.

  6. Financial information for decision making

    The aim of this unit is to provide a framework for students to learn basic accounting concepts and show how these concepts can be applied to financial reports (for both internal and external use) that provide useful information for business evaluation and decision making. The unit has been designed to meet the needs of two broad categories of students. For those intending to take further studies in accounting, this unit will serve as an essential foundation and preparation for that continued study. For those who do not intend to take further units in accounting, the experience gained from this unit will be invaluable to their future business career. Whatever aspect of business students intend to specialise in, they will need to be familiar with the concepts and principles underlying the practice of accounting. Such knowledge will enable students to understand the importance of financial information in decision making and thereby provide them with the necessary financial literacy for their future role in the world of business.

  7. Introduction to business information systems

    Introduction to Business Information Systems aims to instil an appreciation of how technology can be used to assist business, without the technology becoming an end in itself. In particular, the unit aims to generate an awareness of the importance of information to decision-making and how to provide such information to ensure its usefulness to the decision makers. Students gain a strong foundation of business systems fundamentals and the influence of the Internet on business stakeholders; customers, suppliers, manufacturers, service makers, regulators, managers and employees.

  8. Fundamentals of marketing

    At the conclusion of this unit of study, the successful student will have acquired an understanding of key Marketing concepts and their application to modern business. This understanding of Marketing will also aid in the understanding of other disciplines in the Bachelor of Business/Commerce as well as providing a strong philosophical foundation for the vocational study of Marketing. In addition, students will have started the journey towards graduation and as such, this unit of study aims to provide students with opportunities to develop graduate attributes. This unit of study provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives.

  9. Integrative business practice

    In this unit, students will consolidate past learning, with important issues discussed earlier in the program being revisited in crossdisciplinary contexts. We will, however, give you reading materials relevant to specific problems you will work on in class. These will form the basis for in-class tests that will demonstrate your preparation and understanding. By revisiting the unit material you have studied throughout your degree through scenarios and exercises, encouraging self-reflection, and providing feedback, the unit will hone your skills and give you the confidence to apply your learning holistically to business problems.

  10. Global public relations practice

    This unit provides an introduction to the working knowledge of international communication as practised by Australian and foreign multi-national corporations, consultancies, Government agencies and not-for-profit organisations. The course will demonstrate the strategic requirements of different approaches to communication programs in different countries and markets (including Asia Pacific, Europe, the Americas, Africa and the Middle East).

  11. Microeconomics

    This unit aims to help students understand some of the basic tools and concepts of microeconomics and apply them to a variety of economic issues faced by individuals, business, nonprofit organisations and governments. Students will develop expertise in using an analytical approach to problem-solving which will benefit them in their personal and professional lives. Students will appreciate the nature and significance of the key economic concept of opportunity cost and its relevance in a variety of personal and professional decision-making processes.

  12. Integrated marketing communications

    The marketing communications industry is a major sector of Marketing. This unit explores the various promotional strategies utilised by marketers. It provides insights into how to adapt advertising, media, event management, public relations, sales promotion, and direct marketing policy and techniques to achieve campaign objectives and facilitate their effective implementation.

  13. Events management

    This unit aims to identify the scope and scale of events then emphasise their importance, either as a catalyst for economic development, or as a generator of social cohesion. The next stage of the unit is to examine the multi-faceted functions of event management from conceptualisation, through to planning, risk management, and marketing. Finally, students will highlight both positive and negative impacts of events and advance sustainability as an overarching objective.

  14. Public relations project & campaign planning

    This unit introduces the application and benefits of a strategic approach to public relations, and how public relations activities can add strategic value to an organisation.

  15. Contemporary issues in entrepreneurship & innovation

    This unit focuses on contemporary theoretical and practice based issues in Entrepreneurship and Innovation, which will be integrated with business and management theories, models and frameworks. On completion of the unit students will be able to identify, analyse, evaluate and offer value creating solutions to local and global business and social problems from entrepreneurship and innovation perspective.

  16. Marketing & communication information & decision making

    This unit examines the information and decision making processes which organisations most commonly utilise to develop effective marketing and communication. The content reflects the key information areas that companies invest most of their market research budget into capturing, interpreting and utilising. Students will explore trends in marketing research, internal company market information strategies, as well as the information challenges posed by international and emerging markets.

  17. Introduction to business law

    The aims of this introductory unit are to introduce students to the framework of the Australian legal system and to the business structures operating in Australia and to provide an introductory overview of various areas of the law including Contracts, Torts, Sale of Goods, Consumer Protection, Company Law and Remedies.

  18. Industry consulting project

    The unit provides an opportunity for students to apply skills and engage in a consulting project for an industry partner. Multidisciplinary teams will work on a live problem solving project from profit or not-for-profit enterprises operating in either private or public sectors. Teams will work under the guidance of a coach with project specific inputs from the industry client briefs. In the final week, teams will deliver their findings and recommendations to industry partner through an oral presentation and a written report. The unit aims at facilitating a successful transition from academic learning environment to work environment.

  19. Professional communication practice

    This unit aims to introduce the vital role communication plays in professional life. In covering ideas and skills fundamental to professional communication success, it aims to build not only competence but also your confidence in functioning as an ethical communicator able to use a range of techniques to achieve desired outcomes.


You will need to complete 8 electives as part of this course. You can select your units from a range of other Swinburne Online courses.

Support and delivery

Studying with Swinburne Online

Support for students

Set your own timetable

This degree’s flexibility allows you to tailor your studies to your schedule. Studying online also means your course work is portable – you can study anytime, anywhere.

There are 3 teaching periods a year, and you can enrol in 1 to 4 units every period. On average each unit requires approximately 8 hours of study time each week. This includes doing readings, activities, interaction with other students and assessment tasks.

Payment options

There are 2 ways you can pay for this course:

1. Study now pay later – HECS-HELP

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

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

  • are an Australian citizen, OR
  • hold a permanent humanitarian visa, OR
  • hold a New Zealand Special Category Visa and meet the residency requirements.

Through HECS-HELP the Australian government pays the amount of your course to the education provider on your behalf. You’ll start paying back this loan through the tax system once your earn more than the minimum threshold (which is $54,869 for the 2016-2017 financial year).

The total cost of this course is government-subsidised if you pay via a HECS-HELP loan.

This means the price you pay for the course is much cheaper – the Australian Government covers part of the course fee. Government-subsidised places in this course are called Commonwealth-supported places.

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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