Bachelor of Communication (Public Relations)
Undergraduate course
Overview
You can also look at entering this course via pathways from one of our UniLink or TAFE courses.
Public relations students receive grounding in fundamental concepts and skills such as writing as a basis for practical projects for clients both inside and outside the university. These 'hands-on' projects are built into both second and third-year units. In the Design classes, students produce portfolios which not only constitute part of their assessable work but also serve as evidence of their achievements for employment purposes.
| Duration | 3 years full-time or equivalent part-time | ||
Campus and intakes  |
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| Study mode | Full-time Part-time (day & evening) | ||
| Course code | L069PR | ||
| Fees | For information about Swinburne's fees visit the Fees website. |
Course in detail
Course description
Public relations professionals frequently work alongside creative designers of graphics, multimedia, web presence, products and events. In recognition of this synergy, design is a central theme of this course. You will learn the ‘language of design' so you can write effective briefs for design colleagues, and also complete units in marketing, events management and media. You will produce portfolios that can serve as academic and professional achievements for employment purposes.
Students studying the Public Relations major learn that their field offers much more than simply gaining favourable market positioning for organisations. Public relations can include community relations, investor relations, government relations, product publicity, issue management, crisis and risk communication as well as media relations. Effective performance in these diverse areas requires solid foundations in both theory and practice.
Note: During 2013 units will be delivered at both Hawthorn and Prahran campuses of Swinburne University of Technology.
Course structure
All programs consist of a total of 24 units (300 credit points). Each unit normally carries 12.5 credit points. In each year, eight (8) units normally constitute a full-time load and four (4) units normally constitute a part-time load.
Note: During 2013 units will be delivered at both Hawthorn and Prahran campuses of Swinburne University of Technology.
Capstone Units
Capstone Units utilise real-world, authentic activities in the form of project-based learning. Projects may be externally sourced industry and community projects, competitions, research-based projects or internally developed project briefs.
Capstone Units utilise real-world, authentic activities in the form of project-based learning. Projects may be externally sourced industry and community projects, competitions, research-based projects or internally developed project briefs.
Careers in the Curriculum (CIC)
In addition to the above, all Swinburne undergraduate students must complete a compulsory unit of study, Careers in the Curriculum. CIC is an innovative unit designed to assist Swinburne students to enhance their employability and career prospects.
In addition to the above, all Swinburne undergraduate students must complete a compulsory unit of study, Careers in the Curriculum. CIC is an innovative unit designed to assist Swinburne students to enhance their employability and career prospects.
CIC has been developed by Swinburne Careers and Employment who provide advice and feedback on completing job applications and undergoing interviews, directed at obtaining graduate employment. It is a one semester compulsory unit usually undertaken in second year.
Students will not incur a HECS or fee debt as the cost will be met by the university as part of an initiative to enhance students' employability skills.
Student Workload
The Bachelor of Business programs operate under a student workload model based on eight (8) units of study for a full-time academic year. Total student contact hours per unit, including lectures, classes, tutorials and computer laboratory sessions, will normally be approximately 12 hours per week during the academic semester (Winter and Summer Term have the same number of contact hours but compressed in time).
The Bachelor of Business programs operate under a student workload model based on eight (8) units of study for a full-time academic year. Total student contact hours per unit, including lectures, classes, tutorials and computer laboratory sessions, will normally be approximately 12 hours per week during the academic semester (Winter and Summer Term have the same number of contact hours but compressed in time).
Major specialisations
The Professional Major in the Bachelor of Communication (Public Relations) is:
Public Relations
Public Relations
Co-Majors (8 units)
Students may choose a co-major from any of those offered by Swinburne University of Technology; from the Business, Communication and Social Science programs or from any discipline across the university, timetable permitting. See the Swinburne co-majors page for more information.
Communication Co-Majors (8 units):
Advertising
Media Communication
Business Co-Majors (8 units):
Accounting
Advertising *Business
Business Analysis/eCommerce
Finance
Human Resource Management
International Business
Management
Marketing
Tourism Management
Social Science Co-Majors (8 units):
Media Studies
Social Science Advertising
Sociology
Communication Co-Majors (8 units):
Advertising
Media Communication
Business Co-Majors (8 units):
Accounting
Advertising *Business
Business Analysis/eCommerce
Finance
Human Resource Management
International Business
Management
Marketing
Tourism Management
Social Science Co-Majors (8 units):
Media Studies
Social Science Advertising
Sociology
Other Co-Majors (8 units):
External Studies
External Studies
Minor (Option) - 4 units - Design
Communication students have the option to complete a Minor in Communication Design or Digital Media Design offered by the Faculty of Design. These minors complement the Communication Professional Major.
Upon completion of the Bachelor of Communication, students who selected a Design minor have the option of applying to the Faculty of Design to complete a Bachelor of Design in the same area as their Design Minor (only). Students who complete an extra eight units of study from the relevant Bachelor of Design course will be eligible for the award.
For example, students who completed a minor in Digital Media Design and are accepted into, and complete, a further eight units from the Bachelor of Design (Digital Media Design) will be awarded this second qualification.
Likewise, students who completed a minor in Communications Design and are accepted into, and complete, a further eight units from the Bachelor of Design (Communication Design) will be awarded this second qualification.
Minors (4 units)
Students may choose a minor from any of those offered by Swinburne University of Technology, from the Business, Communication and Social Science programs or from any discipline across the university, timetable permitting. See the Swinburne minors page for more information.
Business Minors (4 units): Accounting
Advertising *Business
Business Analysis/eCommerce
Business Law
Business Studies
Economics
Finance
Human Resource Management
International Business
Management
Marketing
Tourism Management
Advertising *Business
Business Analysis/eCommerce
Business Law
Business Studies
Economics
Finance
Human Resource Management
International Business
Management
Marketing
Tourism Management
Units of study
The Public Relations Professional Major is comprised of the below units:
LPR100 Professional Communication Practice
LSM103 Introduction to Media Studies
LBM100 Marketing Concepts
LSM101 Cultural Perspectives on Science and Technology
HDC001 20th Century Design (Delivered at the Hawthorn/Prahran campus)
HDC002 Methods of Investigation (Delivered at the Hawthorn/Prahran campus)
HDC003 Design Studio (Delivered at the Hawthorn/Prahran campus)
HDC004 Digital Design (Delivered at the Hawthorn/ Prahran campus)
LPR200 Public Relations Theory and Practice
LPR201 Public Relations Writing
LPR202 Global Public Relations Practice
LPR302 Events Management
LPR303 Issues, Crisis and Risk Communication
LBM204 Integrated Marketing Communications
LPR332 Public Relations Project and Campaign Planning
2nd Capstone Unit
LCE001 Careers in the Curriculum
LSM103 Introduction to Media Studies
LBM100 Marketing Concepts
LSM101 Cultural Perspectives on Science and Technology
HDC001 20th Century Design (Delivered at the Hawthorn/Prahran campus)
HDC002 Methods of Investigation (Delivered at the Hawthorn/Prahran campus)
HDC003 Design Studio (Delivered at the Hawthorn/Prahran campus)
HDC004 Digital Design (Delivered at the Hawthorn/ Prahran campus)
LPR200 Public Relations Theory and Practice
LPR201 Public Relations Writing
LPR202 Global Public Relations Practice
LPR302 Events Management
LPR303 Issues, Crisis and Risk Communication
LBM204 Integrated Marketing Communications
LPR332 Public Relations Project and Campaign Planning
2nd Capstone Unit
LCE001 Careers in the Curriculum
Graduate outcomes
Aims and objectives
Students completing the Bachelor of Communication (Public Relations) will be able to:
- describe the communication requirements of different professional contexts
- demonstrate competence in the skills required in the context related to their chosen major field of study
- identify the key theoretical insights underpinning professional communication practice
- discuss approaches to dealing with ethical issues arising in professional communication
- display flexibility and sensitivity in adapting their personal communication style to different communication contexts
- articulate how to adjust professional communication strategies to changing communication environments
- make appropriate selections of communications technologies to support their communication activities for both learning and vocational purposes
Course experience
Industry learning
Industry-Based Learning (IBL) allows students to undertake paid work experience as part of their undergraduate degree providing professional skills and networking opportunities. IBL is only available to domestic on-campus students. The IBL program is normally only available to those students who have received a Credit grade average (or better).
Swinburne Abroad
Swinburne Abroad provides students with an international learning experience as part of their degree. Students can receive credit for their overseas studies by undertaking an external studies co-major or minor allowing students to study up to one year full time overseas and not extend the time to complete their Swinburne program.
Entry requirements
ATAR
51.85
2012 Round 1 Clearly-In ATAR (CSP)
You can also look at entering this course via pathways from one of our UniLink or TAFE courses.
Entry requirements
Standard Entry – Year 12
Applicants must have a qualification deemed to be the equivalent of the VCE accredited by the Victorian Curriculum and Assessment Authority (VCAA). (Passes may be accumulated over more than one year). Students not holding an appropriate Year 12 or equivalent qualification may be admitted on the basis of extensive work experience. A quota for this entry applies.
Prerequisite units
VCE Prerequisites: Units 3 and 4–a study score of at least 30 in English (ESL) or at least 25 in any other English.
Non-Year 12
Students not holding an appropriate Year 12 or equivalent qualification may apply on the basis of previous qualifications and/or extensive work experience. More information is available on Swinburne’s Mature Age Students and Non-School Leavers web page.
Applicants must have a qualification deemed to be the equivalent of the VCE accredited by the Victorian Curriculum and Assessment Authority (VCAA). (Passes may be accumulated over more than one year). Students not holding an appropriate Year 12 or equivalent qualification may be admitted on the basis of extensive work experience. A quota for this entry applies.
Prerequisite units
VCE Prerequisites: Units 3 and 4–a study score of at least 30 in English (ESL) or at least 25 in any other English.
Non-Year 12
Students not holding an appropriate Year 12 or equivalent qualification may apply on the basis of previous qualifications and/or extensive work experience. More information is available on Swinburne’s Mature Age Students and Non-School Leavers web page.
Pathways
TAFE students may be eligible to receive credit towards completing a FHEL degree. For further information refer to the Pathways website.
Credit transfer
Applicants with prior tertiary studies that satisfy part of the academic requirements of this course may be granted ‘credit’ and/or entry into the course with ‘advanced standing’. For further information refer to Swinburne Pathways: Credit Transfer Guide.
Recognition of Prior Learning (RPL)
Recognition of Prior Learning (RPL) is a process where a student may be granted credit or partial credit towards a qualification in recognition of skills and knowledge gained through work experience, life experience and/or formal training.
Apply
How to apply
Applications must be made through the Victorian Tertiary Admissions Centre (VTAC).
VTAC code:
VTAC code:
Bachelor of Communication (Public Relations) - 35341 (CSP) 35343 (IFP)
For further information, visit the VTAC website.
For further information, visit the VTAC website.
Applicants who have not already applied through VTAC can apply direct to the university by following the step-by-step process on our How to Apply page.
This course is available for mid-year intake. Applications are made directly to Swinburne and will be taken on a case by case basis. Application forms can be downloaded from our How to Apply website.