Bachelor of Communication (Public Relations)
2024 Deakin University Handbook
| Year | 2024 course information |
|---|---|
| Award granted | Bachelor of Communication (Public Relations) |
| Deakin course code | A325 |
| Faculty | Faculty of Arts and Education |
| 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) |
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
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 the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, 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. For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current students 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] |
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] |
| ALR301 | Public Relations Campaigns [replaces ALR300] |
| 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 three 1-credit point units chosen from the following course electives (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 |
Or
| IND102 | Aboriginal Australian Stories and Songlines |
ACG103 Design Skills [No longer available for enrolment, replacement unit ADT103]
Complete three 1-credit point units chosen from the following course electives (List B):
| ALA203 | Integrated Brand Communication |
| ALJ222 | From the Fourth Estate to Fake News [replaces ADV201] |
| ALJ222 | From the Fourth Estate to Fake News |
| 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 |
Or
| 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]
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.