Bachelor of Business (Communication and Public Relations)

Future PR Director? Be mentored by industry lecturers with real-world experience, and graduate confident with a solid understanding of business functions and the networking and communication skills to build your public relations career.

Through this PR degree, you’ll learn how to engage, communicate and influence audiences. It will give you the knowledge and experience needed to build a career in PR.

You will learn how to combine communications strategies and current technologies to maximise the impact of messages and how to act ethically and sensitively to the target audience’s needs.

This course will also teach you how PR fits into overall business strategies, and how you can use your PR skills alongside other departments. You’ll study a wide variety of PR subjects, as well as other marketing and business practices essential to every organisation. Economics, law in business, marketing and advertising are also covered.

Strong theoretical knowledge can get you started – but practical experience can get you much further. This Bachelor course combines an academic background with hands-on experience to carve your way in this exciting career. Students must complete a subject, Industry Consulting Project – to experience a business environment first hand and gain practical skills to complement their theoretical knowledge. We will support students in their responsibility to find an industry placement(s). Students will graduate with invaluable work experience, a built-in professional network and a serious competitive advantage to easily transition from University into the workforce.

CRICOS CODE
092479K

Key Study Outcomes:

About the School

APM College of Business and Communication courses are delivered by Torrens University Australia Ltd, ABN 99 154 937 005, RTO 41343, CRICOS 03389E.

Read more about APM College of Business and Communication

APM College of Business and Communication

Course Delivery

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Workload and Assessment

No. of timetabled hours per week:

10 hours study required per subject, per week, during a trimester.

e.g. If you undertake two subjects in a trimester, the study requirement is 20 hours each week.

Typical assessment includes:

Methods of assessment will include a combination of invigilated examinations, online testing, individual assignments, group assignments, project reports, presentations and in-class work.

Subject Information

This subject introduces students to the concepts of business communications and transferable academic skills. This subject presents an analysis of the types of communication processes which occur in the internal and external business environment, including an examination of the theoretical underpinning of communication in businesses. Emphasis is placed on writing skills, reports, and presentations, and using technology to communicate. The course will provide students with research skills (information literacy), critical analysis, writing and language techniques. Transferable skills including time management and teamwork are incorporated in the course. The aim of this subject is to provide knowledge and skills needed for Higher Education, to help students to manage their own success and to assist students in reaching their academic potential.

This subject explores how a customers’ perceptions – both conscious and subconscious – effect their relationship with a brand’s value proposition. Students will explore how a customer’s interactions with a brand during the customer life cycle will determine levels of customer satisfaction. Students will analyse Customer Journey Mapping techniques, Employees engagement in the customer experience strategy and metrics of satisfaction, loyalty and advocacy.

This subject introduces students to the concept of an organisation, and their role within the organisational context. The student will explore the impact of their relationships and emotional intelligence within a business context, as well as developing the skills to foster effective workplace relationships and to learn how to continue to develop and refine these skills in the workplace. Students will gain an understanding of the idea of cultures within organisations, and how their actions interact within these relationships.

This subject describes the skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing characteristics of possible markets and assessing viability of changes to operations. Is also addresses the skills and required to determine the optimum marketing mix for a

BSBMKG501 Identify and evaluate marketing opportunities

BSBMKG502 Establish and adjust the marketing mix

This subject covers the analysis of the macro and micro influences on a business’ strategy and operations. Includes the interactions of Australia’s legal frameworks and global economic principles and the influence on modern organisational decision making. Students will learn about legacy and modern management styles and their application in a dynamic business environment.

The subject aims to provide non-accounting students with a broad, business-based introduction to the conceptual foundations of accounting and finance. The use of management accounting information assists in key areas of planning, controlling, reporting, and decision making. It introduces students to basic concepts and functions of the balance sheet, profit and loss statements, cash flow statements, techniques for analysing financial statements investment decisions, full costing and opportunity costing analysis and managing working capital.

This subject is built on broad aspects of sustainable development, corporate responsibility, stakeholder thinking and accountability. It explores how organisations acknowledge their impact of their activities in economic, social, and environmental terms. Students will examine why organisations around the world are increasingly moving to reduce the adverse effects of business operations on their stakeholders and local communities. It discusses some of the most common practices associated with environmental ethics evolving to sustainability ethics. It also examines the link between social responsibility and corporate governance.
This course will equip you with a set of tools for managing and leading organisations more ethically and sustainably.

This course seeks to build the knowledge, skills and attitudes required to succeed as an entrepreneur. These knowledge and skills are then applied to identify and evaluate innovative high-growth product and service opportunities in the context of a start-up, a corporation, a not-for-profit or a government institution. The course equips students with practical skills, including creativity tools, cash-flow modelling, business model analysis and lean experimentation.