Bachelor of Communication (Public Relations)

Undergraduate degree

Learn how to create inspiring campaigns, manage reputations and capture the public's attention via Deakin's Bachelor of Communication (Public Relations).

Key facts

English language requirements

IELTS overall score of 6 (with no band score less than 6) or equivalent.

Duration

3 years full time

Current Deakin Students

To access your official course details for the year you started your degree, please visit the handbook

Course information

Build the reputation of brands, people and organisations with skills and techniques developed through Deakin's Bachelor of Communication (Public Relations). Learn how innovative and ethical communication fosters meaningful relationships with stakeholders as you develop the capabilities to create inspiring campaigns and events, manage issues and become an adaptive communications expert. 

Do you want to create, inspire and problem solve? Steer your way to a dynamic career in communication 

Develop a thorough understanding of public relations in the 21st century so you can design and implement effective and memorable campaigns.

Through this course you'll learn about the social, administrative, cultural and ethical implications of public relations activity. You'll also gain insights into how PR has kept pace with advancements in technology and the changing political, economic and social landscape.

From day one, you'll have the opportunity to develop your skills in writing, editing, researching, event organisation and publishing with the aim to prepare you for the challenges of the current media landscape. Learn from academics who are active in their field, with years of invaluable experience, ensuring you gain the professional skills to conduct strategic and tactical communication research, planning and evaluation.

You'll also establish links with professionals in industry, work with clients in real-life scenarios and explore work-based internships or study experiences overseas. From preserving reputations to crisis management, you'll graduate job ready with a portfolio of public relations work and an understanding of the art of managing news positively.

Read More

Course structure

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
  • Academic Integrity AAI018
  • Academic Integrity (0-credit-point compulsory unit)

18

Core units

6

Elective units

24

Total

Level 1

  • Communication in Everyday Life ACC100
  • Introduction to Public Relations ALR103
  • Strategic Communication and Writing ALR104
  • Level 2

  • Media Law and Ethics ACC213
  • Media Relations Strategy ALR210
  • Ethical Communication and Citizenship ALR276
  • Public Relations Management ALR279
  • Level 3

  • Public Relations Campaigns and Practice ALR300 (2 credit points)
  • Communication Internship A: Placement ACC320
  • Communication Internship B: Career Development ACC321
  • Lobbying, Advocacy and Public Opinion ALR383
  • Course Electives

    Complete three 1-credit point units chosen from the following course electives (List A):

  • Design Skills ACG103
  • Advertising Principles and Practices ALA101
  • Creative Brand Communication ALA102
  • Making Social Media ALM101
  • Making Video ALM102
  • News Reporting 1 ALJ111
  • News Reporting 2 ALJ112
  • Introduction to Aboriginal Studies IND101
  • Complete three 1-credit point units chosen from the following course electives (List B):

  • Journalism in Society ALJ220
  • Global Media ALC215
  • Quantified Media ALM202
  • Web Design and Interactivity ADV201
  • Integrated Communication ALA203
  • Transmedia Storytelling ALA302
  • Communication Research Practices ACC303
  • Event Management MMM312
  • Making Sense of Information MIS203
  • Aboriginal Knowledges and Experiences: Historical Journeys-Contemporary Perspectives IND201
  • 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 (https://www.deakin.edu.au/course/bachelor-arts). We also recommend students complete at least two more credit points from the course electives listed above.

    Key information

    Award granted
    Bachelor of Communication (Public Relations)
    Year

    2020 course information

    VTAC code
    1400314193 - Waurn Ponds (Geelong), International full-fee paying place
    1400514193 - Burwood (Melbourne), International full-fee paying place
    Deakin code
    A325
    CRICOS code?
    083990C
    Level
    Undergraduate
    Approval status
    This course is approved by the University under the Higher Education Standards Framework.
    Australian Qualifications Framework (AQF) recognition
    The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 7.

    Campuses by intake

    Campus availability varies per trimester. This means that a course offered in Trimester 1 may not be offered in the same location for Trimester 2 or 3. Read more to learn where this course will be offered throughout the year.

    Trimester 1 - March

    • Start date: March
    • Available at:
      • Burwood (Melbourne)
      • Waurn Ponds (Geelong)
      • Cloud Campus

    Trimester 2 - July

    • Start date: July
    • Available at:
      • Burwood (Melbourne)
      • Waurn Ponds (Geelong)
      • Cloud Campus

       

    Trimester 3 - November

    • Start date: November
    • Available at:
      • Burwood (Melbourne)
      • Cloud Campus

       

    Deakin splits the academic year into three terms, known as trimesters. Most students usually undertake two trimesters each year (March-June, July-November).

    Additional course information

    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.

    Course duration - additional information

    Course duration may be affected by delays in completing course requirements, such as accessing or completing work placements.

    Mandatory student checks

    Any unit which contains work integrated learning, a community placement or interaction with the community may require a police check, Working with Children Check or other check.

    Participation requirements

    Reasonable adjustments to participation and other course requirements will be made for students with a disability. Click here for more information.

    Work experience

    Work Integrated Learning experiences are embedded within the course’s core units.

    Entry requirements

    Entry information

    General admission requirements for entry into undergraduate courses for international students at Deakin are summarised in the undergraduate course requirements.

    All applicants must meet the minimum English language requirements.

    Please note that meeting the minimum admission requirements does not guarantee selection, which is based on merit, likelihood of success and availability of places in the course.

    For more information on the Admission Criteria and Selection (Higher Education Courses) Policy visit the Deakin Policy Library

    Admission Requirements Specific Entry for applicants with recent secondary education (previous three years) will be based on their performance in a Senior Secondary Certificate of Education, with pre-requisite units 3 and 4; a study score of at least 25 in English EAL (English as an additional language) or 20 in English other than EAL. Applicants will be selected in accordance with the published Australian Tertiary Admission Rank (ATAR) for that year. Refer to the VTAC Guide for the latest pre-requisite information www.vtac.edu.au

    Entry for applicants with previous Tertiary, VET, life or work experience will be based on their performance in:

    • a Certificate IV in a related discipline OR
    • a Diploma in any discipline or 50% completion of a Diploma in a related discipline OR
    • successful completion of relevant study at an accredited higher education institution equivalent to at least two Deakin University units OR
    • other evidence of academic capability judged to be equivalent for example relevant work or life experience

    IELTS / English language requirements

    Please note that English language requirements exist for entry to this course and you will be required to meet the English language level requirement that is applicable in the year of your commencement of studies.

    It is the students’ responsibility to ensure that she/he has the required IELTS score to register with any external accredited courses. (more details)

    Cloud studies

    Deakin offers many courses which can be studied by distance education overseas.

    However, international students living in Australia on a student visa, in each compulsory trimester (that is, Trimesters 1 and 2), must enrol in at least one unit that is offered as a Campus located unit and can, in addition enrol in units offered via Cloud (online). International students may undertake a maximum of up to one third (or equivalent) of their study as Cloud (online) study. Please note enrolment in one face to face unit in compulsory study periods is only allowed if the student is completing their final unit of study and will not exceed maximum one third (or equivalent) online requirement.

    Admissions information

    Learn more about this course and others that Deakin offers by visiting VTAC for more information. You can also discover how Deakin compares to other universities when it comes to the quality of our teaching and learning by visiting the QILT website.

    Learn more about Deakin's special entry access scheme (SEAS - a way to help boost your ATAR in some circumstances).

    You can also find out about different entry pathways into Deakin courses if you can't get in straight from high school.

    Finally, Deakin is committed to admissions transparency. As part of that commitment, you can learn more about our first intake of 2019 students (PDF, 746.6KB) - their average ATARs, whether they had any previous higher education experience and more.

    Recognition of prior learning

    If you have completed previous studies which you believe may reduce the number of units you have to complete at Deakin, indicate in the appropriate section on your application that you wish to be considered for credit transfer. You will need to provide a certified copy of your previous course details so your credit can be determined. If you are eligible, your offer letter will then contain information about your credit transfer.
    Your credit transfer is formally approved prior to your enrolment at Deakin during the Enrolment and Orientation Program. You must bring original documents relating to your previous study so that this approval can occur.

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

    Fees and scholarships

    Fee information

    Estimated tuition fee - full-fee paying place

    The tuition fees you pay are calculated depending on the course you choose.

    The ‘Estimated tuition fee’ is provided as a guide only based on a typical enrolment of students completing the first year of this course. The cost will vary depending on the units you choose, your study load, the length of your course and any approved Recognition of Prior Learning you have.

    Each unit you enrol in has a credit point value. The ‘Estimated tuition fee’ is calculated by adding together 8 credit points of a typical combination of units for that course. Eight credit points is used as it represents a typical full-time enrolment load for a year.

    You can find the credit point value of each unit under the Unit Description by searching for the unit in the Handbook.

    Learn more about fees and available payment options.

    Scholarship options

    A Deakin scholarship could help you pay for your course fees, living costs and study materials. If you've got something special to offer Deakin - or maybe you just need a bit of extra support - we've got a scholarship opportunity for you. Search or browse through our scholarships

    Apply now

    How to apply

    Apply through VTAC

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


    Apply direct to Deakin

    If you're applying to study in Trimester 3 (November), 2019:

    Applications can be made directly to the University through the Course and Scholarship Applicant Portal.  For information on the application process and closing dates, see the How to apply web page.  Please note that closing dates may vary for individual courses.

    If you're applying to study in Trimester 1 (March), 2020:

    Applications can be made directly to the University through StudyLink Connect - Deakin University's International Student Application Service. For information on the application process and closing dates, see the How to apply web page. Please note that closing dates may vary for individual courses.


    Deakin International office or Deakin representative

    Fill out the application form and submit to a Deakin International office or take your application form to a Deakin representative for assistance


    Need more information on how to apply?

    For information on the application process and closing dates, see the How to apply webpage.
    If you’re still having problems, please contact Deakin International for assistance.


    Entry pathways

    Further studies are available at Honours and Postgraduate level. Many students choose to enter into the Bachelor of Communication (Honours) or the Master of Communication.

    Frequently asked questions

    What are the key study start dates?

    Browse all start and finish dates for Deakin’s main study periods. You’ll also find dates relating to applications and prospective student events, plus a list of all public holidays and study breaks.

    How much does it cost to study at Deakin?

    Your tuition fees will depend on the type of student you are, the course you study and the year you start. Fees are based on an annual amount; they don't cover the entire duration of the course.

    Use our fee estimator to gauge what your fees could be per year.

    Can I speak to someone in person about my study options?

    Yes! We regularly host a range of events including 1:1 consultations and information sessions, to assist you with your study options and career planning. Check out our upcoming events or contact our Prospective Student Enquiry Centre on 1800 693 888 for more information.

    Am I eligible for a scholarship with this course?

    Scholarships are available for domestic and international students at all study levels. Find a scholarship that works for you.

    Can I claim recognition of prior learning (RPL) for this course?

    In some courses, you can reduce your overall study time and tuition cost by getting your work and previous study experience recognised as recognition of prior learning (RPL).

    Why choose Deakin

    Career outcomes

    With Deakin's accredited public relations degree, you can work across a range of sectors, including business, government or not-for-profit organisations. Deakin graduates find work as:

    • account executives
    • advertising copywriters
    • advertising account managers
    • customer relations officers
    • community relations officers
    • customer relations managers
    • government relations officers
    • communication and stakeholder relations
    • marketing and communications coordinator
    • media and communications advisors
    • media relations advisors
    • public relations officers
    • social media account managers
    • digital content coordinators
    • digital communications specialists
    • event management officers.

    For more information go to DeakinTALENT

    Professional recognition

    The Bachelor of Communication (Public Relations) is accredited by the Public Relations Institute of Australia (PRIA). Graduates are eligible for accelerated membership of the PRIA, ensuring you remain connected and up-to-date with current industry standards.

    Course learning outcomes

    Deakin's graduate learning outcomes describe the knowledge and capabilities graduates can demonstrate at the completion of their course. These outcomes mean that regardless of the Deakin course you undertake, you can rest assured your degree will teach you the skills and professional attributes that employers value. They'll set you up to learn and work effectively in the future.

    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 Academic Board 2019

     


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