The Bachelor of Business (Communication & PR) degree is designed to provide students with theoretical principles and practical skills necessary to manage activities of professional public relations within a firm or organisation.
Through systematic study, students will appreciate the importance of public relations to the effective internal and external communication of organizations, develop skills in writing for different audiences, become familiar with new media tools for public relations practitioners, and understand international and inter-cultural contexts of public relations practice. Graduates will be able to pursue careers in advertising agencies, communication strategy and advisory services, community relations services, marketing communication services, media liaison services, political media advisory services, lobbying services, public relations consultancy, publicity services and special events coordination. Students must complete a minimum of 8 specialisation units.
To qualify for award of the degree of Bachelor of Business (Communications and Public Relations), a candidate shall accrue an aggregate of at least 144 credit points (24 units), consisting of:
- Minimum 8 first year units which provide an introduction to the key areas of business study;
- Minimum 8 specialisation units;
- Minimum 6 electives units;
- 1 compulsory capstone unit.
Note: For the completion of Bachelor of Business, at least eight third year level units have to be taken.
Specialisation Units
| Unit Code | Unit Name |
Credit Points |
| LAW101 | Business Law |
6 |
| MGT101 | Fundamentals of Management |
6 |
| MKT101 | Marketing Principles |
6 |
| CMU101 | Professional Writing |
6 |
| CMU201 | Business Communications |
6 |
| PRS201* | Public Relations Theory and Practice |
6 |
| CMU202* | Marketing Communications I |
6 |
| PRS202* | Issues in Crisis Management |
6 |
| CMU304* | Marketing Communications II |
6 |
| PRS303* | Public Relations Management and Tactics |
6 |
| PRS304* | Public Relations Writing & Media Techniques |
6 |
| PRS305* | Corporate Communication and PR |
6 |
*Pre-requisite requirements apply.
Capstone Unit
| Unit Code | Unit Name |
Credit Points |
| BUS301 | Capstone Unit |
6 |
Elective Units
Elective Units can be selected from the unit offerings of other specialisations, e.g., Professional Accounting, Communications & Public Relations, or other Elective Units (e.g., FIN302 (pre-requisite requirements apply).
