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CRICOS Provider Code: 00246M
CRICOS Course Code: 062179D
Two years full-time, intensive mode
Start dates in February, June and September COURSE DESCRIPTION
The APM College Bachelor of Business (Public Relations) has been developed to enable emerging public relations practitioners to understand how to engage, communicate and influence audiences. You will learn how to effectively combine communications strategies and current technologies to maximise the impact of messages and to act ethically and sensitively to the needs and requirements of the target audience. ENTRY REQUIREMENTS
• Completion of Australian High School Year 12 with UAI of 60+ (or equivalent)
• IELTS 6.0 academic (in all bands) SUBJECTS
Year 1 Management principles and practices (100 level)
Learn about how organisations tick. Management, Leadership, Culture, Motivation, Structure and Corporate Social Responsibility are key terms. Accounting in a business environment (100 level)
Learn about the numbers from a non accountants POV, understand how accounting information impacts the organisation. Show me the money! Understanding advertising (100 level)
Understand the theory behind Advertising. Look at strategy and planning of Advertising campaigns and reflect on these high profile communications. Understanding marketing (100 level)
Marketing is the way organisations hook up with customers and develop great products, services and brands that consumers love. Understanding public relations (100 level)
The history of PR and why it’s a growing communication tool, you'll learn about the diverse areas of PR and how it engages audiences. Introduction to consumer behaviour (100 level)
If you want to communicate to people and organisations you need to understand what motivates them, how they feel about things, this is an engrossing subject. Economics in a business environment (100 level)
Understanding economics helps us know about interest rates, unemployment and household consumption, we look at micro and macro factors. Marketing communications (100 level)
Marketing Communications are what we are bombarded with everyday, but how did organisations choose and develop these messages. Explore the good, the bad and the ugly in communications. Introduction to quantitative methods (200 level)
Quantitative statistical methods allow us to develop a better understanding of customer behaviour, your own businesses methods and research done by external organisations. It allows you to make smarter business decisions. Introduction to applied finance (200 level)
Communications specialists need to understand the role of, and impact of finance in decision making around marketing decisions. Public relations strategy (200 level)
Understanding the strategic importance of Public Relations and how it can cut through the clutter of a busy media environment to achieve outcomes with various stakeholders that other marketing tools cannot. Brand building (200 level)
Brand equity is a key goal for many organisations. Brand Building investigates how to achieve this and build powerful brands that customers LOVE. Marketing and audience research (200 level)
Market research is the insight into the consumer psyche, behaviour, competitors or satisfaction, here you learn how to find the data to turn into specific knowledge.
Year 2 Introduction to business law (200 level)
How does the Australian legal system impact business, understand this and how consumers and organisations are protected through trade practices. Industry engagement (200 level)
Learn the soft skills that will help develop you as a professional in the workplace, learn about workplace relationships and confront challenges that are common in the work place, this subject sets you up for your internship. Introduction to public relations writing (200 level)
This is an industry focused subject teaching you skills to hit the ground running when writing to meet client needs for stakeholder management and various campaigns. Issues management (200 level)
Scanning the environment for issues good and bad that have impact for clients or your firm, keeps your organisation proactive and capable of managing issues and crisies that often arise in the business environment. Corporate social responsibility (300 level)
Known as CSR, learn that smart organisations are more in tune with their economic, social and environmental spaces, understanding that customers and other interest groups expect organisations to act in socially responsible ways. Strategic management (300 level)
This is a capstone unit where other subjects come together as you discuss advanced management theory to develop a holistic understanding of the firm. Industry placement (300 level)
As one of your final subjects (2 subjects) We assist you find a relevant industry placement to experience the work environment first hand and test your new skills, this is also a very important networking opportunity and could turn out to be your next job too. International public relations (300 level)
Moving away from your domestic markets and your comfort zone to new markets requires special skills, learn about Public Relations on a global scale here. Advanced public relations writing (300 level)
As your final PR unit, this unit hones your writing skills and helps you put together your portfolio of PR Skills with an audience focus. Plus choice of 2 electives (300 level)
(100 level subjects refer to the equivalent of Year 1 of a traditional three year degree program, 200 level subjects to Year 2 and 300 level subjects to Year 3. So with our trimester structure you are fast-tracking your degree studies).
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