- Industry professionals are involved in course delivery
- Opportunity to undertake industry internships with public relations firms
- Graduates are experienced in reputation management
Program summary
Program title: Bachelor of Public Relations
Award abbreviation: BPR
QTAC code: 011141
OP/Rank for 2012 entry: OP-18 / Rank-63
Duration: 3 years full-time or equivalent part-time
Commence: Semester 1 or Semester 2
Study mode: on campus
Recommended prior study: English
Fee type 2012: Commonwealth supported places, fee paying places, international fee-paying places
Total units: 288
USC program code: AR346
CRICOS code: 066299G. Only a full-time option is available to international students on a Student Visa.
Public relations professionals assist organisations and individuals to develop and maintain beneficial relationships with clients, media, government, consumers and other stakeholders.
This program provides you with the knowledge and skills required to succeed in public relations. Courses cover event management, crisis and issues management, media and community relations, advertising, campaign planning, international communication, sports marketing and consumer behaviour. A range of elective courses are also available. Industry engagement and internships in public relations roles provide practical experience.
Majors
Communication studies; creative advertising; public relations.
Career opportunities
Advertising / copy editing; corporate, marketing, government or policy communications; event management; media liaison; non-profit organisations, promotions, tourism.
Professional recognition
Graduates may become members of the Public Relations Institute of Australia.
Enquiries
- Contact Student Administration for application and admission information
- Contact the Faculty of Arts and Business for program advice
Program Leader
Dr Umi Khattab
Tel: +61 7 5456 5942
Email: UKhattab@usc.edu.au
Program requirements
In order to graduate you must:
- Complete 2 core courses, 16 required courses and 6 electives.
- Complete no more than 10 introductory level courses, including core courses.
- Complete no more than 6 courses from the School of Business or the Faculty of Science, Health, Education and Engineering.
Program notes
- Completing this program within the specified (full-time) duration is based on studying 48 unit points per semester (normally 4 courses).
- Courses within this program are assessed using a variety of assessment methods including essays, seminar presentations, reports, in-class tests and examinations. Not all courses will necessarily include all methods.
- As part of your USC program, you may apply to participate in the Global Opportunities (GO) Program to undertake courses with an overseas higher education provider. It is advisable to contact your Program Advisor to discuss timing and course issues.
- Only a full-time study option is available to international students on a Student Visa.
- When enrolling, refer to the Study Plan.
Program structure
Core courses
Select 2 core courses from:
COR109 Internship/Research Project (Professional Communication)
COR110 Consumer Behaviour
COR111 Communication and Thought
Introductory courses
4 required courses
BUS105 Innovation, Creativity and Entrepreneurship
CMN102 Environment, Technology and Sustainability
CMN120 Marketing Theory and Practice
CMN140 Communication Theory and Practice
Advanced courses
12 required courses
CMN213 Public Relations Strategies and Tactics
CMN216 Introduction to Creative Advertising
CMN218 Editing for the Communications Professional
CMN224 Crisis and Issues Management
CMN226 Media and Community Relations
CMN229 Advertising Campaigns
CMN231 Advertising: Copy and Image
CMN243 Media and Promotion: Tourism and Hospitality
CMN251 Communication Campaign Planning
CMN273 Public Relations Events Project
MKG210 International Communication
MKG221 Internship/Research Project (Professional Communication)
Elective courses
Select 6 elective courses from either faculty (Arts and Business or Science, Health, Education and Engineering).
TOTAL UNITS 288
Study Plan
The Bachelor of Public Relations Study Plan is for students commencing in the current semester.
Year 1
- Two (2) core courses:
One core course should be studied in your first semester and one in your second semester - Four (4) required introductory level courses
- Two (2) elective courses from either faculty (Arts and Business or Science, Health, Education and Engineering).
Core courses (2)
Select 2 core courses from:
| Course | Semester of offer | Units | Requisites |
|---|---|---|---|
| COR109 Creating and Leveraging Digital Products | |||
| COR110 Bringing Data to Life | |||
| COR111 Communication and Thought |
Required courses (4)
| Course | Semester of offer | Units | Requisites |
|---|---|---|---|
| BUS105 Innovation, Creativity and Entrepreneurship | |||
| CMN102 Environment, Technology and Sustainability | |||
| CMN120 Marketing Theory and Practice | |||
| CMN140 Communication Theory and Practice |
Elective courses (2)
Select 2 elective courses from either faculty (Arts and Business or Science, Health, Education and Engineering).
Year 2
- Six (6) required advanced level courses
- Two (2) elective courses from either faculty (Arts and Business or Science, Health, Education and Engineering).
Required courses (6)
| Course | Semester of offer | Units | Requisites |
|---|---|---|---|
| CMN213 Public Relations Strategies and Tactics | |||
| CMN218 Introduction to Creative Advertising | |||
| CMN231 Editing for the Communications Professional | |||
| CMN229 Media and Community Relations | |||
| CMN226 Communication Campaign Planning | |||
| MKG221 Media and Promotion: Tourism and Hospitality |
Elective courses (2)
Select 2 elective courses from either faculty (Arts and Business or Science, Health, Education and Engineering).
Year 3
- Six (6) required advanced level courses
CMN273 should be studied in your final semester of study. - Two (2) elective courses from either faculty (Arts and Business or Science, Health, Education and Engineering).
Required courses (6)
| Course | Semester of offer | Units | Requisites |
|---|---|---|---|
| CMN216 Advertising: Copy and Image | |||
| CMN224 Sport and Event Marketing | |||
| CMN251 Crisis and Issues Management | |||
| CMN243 Advertising Campaigns | |||
| CMN273 International Communication | |||
| MKG210 Public Relations Events Project |
Elective courses (2)
Select 2 elective courses from either faculty (Arts and Business or Science, Health, Education and Engineering).
TOTAL UNITS 288