Bachelor of Communication (Public Relations)

Course summary for local students

Year2016 course information
Award granted Bachelor of Communication (Public Relations)
CampusOffered at Burwood (Melbourne), Waurn Ponds (Geelong)
Cloud (online)Yes
Length3 years full-time or part-time equivalent
Next available intake

March (Trimester 1), July (Trimester 2), November (Trimester 3*)

* Trimester 3 Burwood (Melbourne) and Cloud (online)

CSP annual fee (indicative) - commencing 2016$7,772 - Commonwealth Supported Place (HECS)
Full fee paying annual fee - commencing 2016Not applicable
Faculty contacts

Arts and Education Student Services and Enrolment Enquiries

Waurn Ponds (Geelong)
Tel 03 5227 1359

Burwood (Melbourne) 
Tel 03 9246 8100

Cloud (online) 
Tel 03 5227 1359  

VTAC Codes1400314191 - Waurn Ponds (Geelong), Commonwealth Supported Place (HECS)
1400514191 - Burwood (Melbourne), Commonwealth Supported Place (HECS)
1400614191 - Cloud (online), Commonwealth Supported Place (HECS)
CRICOS course code083990C
Deakin course code A325

Course sub-headings

Course overview

Deakin’s Bachelor of Communication (Public Relations) will provide you with the knowledge and skills for a career in the growth sector of public relations and the broader field of strategic communication. Students will develop the professional skills to implement overall communication strategies and tactics with ethics and integrity.

You will be exposed to a range of models, skills and techniques necessary for the management of public relations in a wide variety of private and public organisations. The course examines communication research techniques, organisational planning, problem analysis, strategy development for effective communication within and between organisations and their stakeholders, the counselling of management on trends in issues affecting communication policy, and the production of messages, their transmission and the evaluation of their effectiveness.  

You will have the opportunity to establish links with professionals in the industry through working with clients in real life scenarios, undertaking work-based internships with accredited practitioners.

Professional recognition

The Bachelor of Communication (Public Relations) is accredited by the Public Relations Institute of Australia (PRIA). Graduates of accredited degrees are permitted accelerated membership of the PRIA.

Fees and charges

Equivalent Full Time Student Load (EFTSL)
EFTSL is the standard annual full time load. Eight credit points is considered a standard full time load for one year. Each unit you study has an EFTSL value. You can add these together to calculate your study load each year. Depending on enrolment, you may be enrolled in more than or less than the one EFTSL each year.

Commonwealth supported place (CSP)
Under the present legislation, a Commonwealth supported place is one for which the University receives some Government funding. Students enrolled in these places are required to contribute part of their course costs. To be eligible for a Commonwealth supported place you must be an Australian citizen, or New Zealand citizen or holder of a permanent visa who will be residing in Australia for the duration of your study.

Full-fee paying (FFP)
A full-fee paying place is one which the University does not receive any Government funding. Students enrolled in these places contribute the full cost of their course.

Domestic full-fee paying places are available to Australian citizens, New Zealand citizens or holders of a permanent visa.

Fee information for all domestic students
The current Federal Government has proposed a number of major reforms for the higher education sector (see the Higher Education and Research Reform Amendment Bill 2014), including fee deregulation in respect of domestic student fees. This legislation may be reintroduced to the parliament in the latter half of 2015 and if passed, will impact on the CSP and FFP course fees applicable in 2016.

* Therefore, the indicative annual course fee shown is provided as a guide only. It has been calculated on the basis of a typical enrolment of a student undertaking the course in 2015, and reflects the cost involved in undertaking full-time study within the specified discipline. The 2016 CSP and FFP course fees may change if the Commonwealth Government's proposed fee deregulation and reforms legislation is passed.

The actual fees charged by Deakin University, will depend on the individual unit discipline and may vary from the indicative course fee cited, particularly if units are chosen from a number of disciplines. The cost of each unit offered in 2016 can be viewed from the Unit Search. Should a change in Government policy affect the cost of units offered, the website will be updated as soon as possible.

The fees per unit/credit point may be otherwise subject to an annual increase due to rises in the cost of course delivery and service.

This information is provided as a guide only. No representation is made that the information provided is current or accurate. Deakin assumes no responsibility for persons relying on indicative course fees to calculate the total future cost of their course. Applicants can email au for more information about 2016 fees.

Fee payment assistance
Australian citizens or holders of a permanent humanitarian visa, enrolling in a CSP or FFP, may be eligible for HECS-HELP or FEE-HELP respectively. For more information about HECS-HELP or FEE-HELP visit the Study Assist website.

Career opportunities

There are promising career opportunities for public relations professionals in commerce, government, community and education institutions, hospitals, health and welfare organisations, special interest groups, cultural organisations, consumer affairs and public relations consultancies. Other terms are often used in place of public relations or to describe a specialised aspect of public relations. They include public affairs, corporate affairs, community relations, customer relations, investor relations, employee relations, publicity, government relations, media relations, crisis management and issues management, all of which provide other employment opportunities.

For more information go to My Course My Career

Course rules

To qualify for the award of Bachelor of Communication (Public Relations), a student must complete 24 credit points including:

  • 15 credit points of compulsory core units;
  • 9 credit points of electives;
  • no more than 10 credit points at level 1;
  • at least 14 credit points at level 2 or above
  • no more than 8 credit points taken outside the Faculty of Arts and Education

Course structure

Level 1

ACC100Communication in Everyday Life

ACC101Creativity and Dangerous Ideas

ALR103Introduction to Public Relations

ALR104Strategic Communication and Writing

4 Electives

Level 2

ACC213Media Law and Ethics

ALR206Social Media Strategy and Tactics

ALR207Media Relations

ALR276Ethical Communication and Citizenship

ALR279Public Relations Management

3 Electives

Level 3

ALR300Public Relations Campaigns and Practice (2 credit points)

ALR310Marketing Communication

ALR382Professional Communication Internship (2 credit points)

ALR383Lobbying, Advocacy and Public Opinion

2 Electives


For course map click here

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.

Entry requirements - general

Deakin University offers admission to undergraduate courses through a number of Admission categories.
In all categories of admission, selection is based primarily on academic merit as indicated by an applicant's previous academic record.
For more information on the Admission Criteria and Selection Policy visit The Guide.

Entry requirements - specific

Applicants should have successfully completed VCE, or equivalent.  Prerequisites are Units 3 and 4–a study score of at least 30 in English (EAL) or 25 in English other than EAL.

The Faculty offers alternative entry options for mature age and other special categories of applicants.  Information about these is available in the VTAC guide and on the Deakin University’s website at

Credit for prior learning - general

The University aims to provide students with as much credit as possible for approved prior study or informal learning which exceeds the normal entrance requirements for the course and is within the constraints of the course regulations. Students are required to complete a minimum of one-third of the course at Deakin University, or four credit points, whichever is the greater. In the case of certificates, including graduate certificates, a minimum of two credit points within the course must be completed at Deakin.

You can also refer to the Credit for Prior Learning System which outlines the credit that may be granted towards a Deakin University degree.

How to apply

Applications for study for Trimester 1 must be made through the Victorian Tertiary Admission Centre (VTAC). For more information refer to VTAC (external site).

Applications for Trimester 2 and Trimester 3 must be made directly to the University through the Applicant Portal. For information on the application process and closing dates, see the Apply web page. Please note that closing dates may vary for individual courses.