DIPLOMA OF BUSINESS MANAGEMENT – Public Relations

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Our Diploma of Business Management specialising in Public Relations teaches you all the skills needed for developing PR campaigns and briefs, crisis management, PR research and evaluation, social media PR and much more – all taught by lecturers who are working in the field right now as PR professionals.

During the final trimester, you’ll put your theoretical study of PR into practice through our internship placement program. Working with a professional agency, you will gain hands-on experience, build your own professional contacts list and see what it’s really like to work in public relations. Your internship will help get you one step closer to a job before you’ve even graduated.

It’s the most comprehensive way to become job-ready for the PR industry within just one year and it’s all here at Macleay College. We even have a dedicated Internship Coordination team to help you find and secure the perfect internship position; no other public relations courses in Sydney and Melbourne can boast such dedication to giving students the best career head start possible.

Students who successfully pass all subjects under the Diploma of Business Management can then articulate directly into the Bachelor of Business at Macleay College.

CRICOS CODE 061395D

Course Features

  • Full Time
    1 Year
  • Part Time
    2 Years
  • International
    1 Year
  • Units
    12
  • Internship
    84 HRS
  • Campus
    MelbourneSydney
  • ATAR
    N/A
  • Fee Help
    yes
  • IELTS
    6.0
  • Evening Classes
    yes

UNIT DESCRIPTIONS

TRIMESTER 1
FOUNDATIONS OF MARKETINGThis unit introduces marketing both as an organisational philosophy and as a set of strategic actions taken to achieve business goals. Students will develop an understanding of the tools and techniques marketers use in pursuit of their objectives and come to appreciate the positive role that marketing plays in our modern, free-enterprise society.
BUSINESS COMMUNICATIONSThis unit provides students with a broad overview of the business sector. It combines the knowledge of skills of business communication with a broad overview of business and the economy. Business communications encompasses the business context and looks at effective meeting management, presentation skills, job seeking and interview skills, and report writing. This unit also introduces students to fundamental economic concepts and the various sectors of an economy with particular reference to the Australian context.
BUSINESS FUNDAMENTALSEffective management happens at three levels within the organisation –organisational management, people management and self-management. When all three align to plan, manage, lead and control, the organisation’s activity becomes focused on achieving the right objectives in the most appropriate way. This unit provides students with an insight into what management does and how it works effectively within an organisation.
SPECIALIST SUBJECT 1: Introduction of Public RelationsThis unit of study will examine the role and responsibilities of a PR practitioner in the context of business communications. Students will be able to demonstrate an understanding of the Australian mass media and digital media environments as well as understanding the value of relationship building and various ways this can be achieved. Students will also examine the variety of strategic communication tools available to a PR practitioner and the way they are implemented in professional practice.

 

TRIMESTER 2
BUSINESS RESEARCH: METHODOLOGYThis unit introduces students to the field of marketing research and how it is used in business to make better marketing and business decisions. The course follows the logic of the research process, the planning, collection and analysis of data relevant to marketing decision-making and the communication of results of this analysis to management. Students will develop an understanding of the scope of marketing research so that they may become effective buyers and users (rather than practitioners) of marketing research.  Students will locate and evaluate relevant business and industry information sources to brief, design and assess Marketing Research Projects in the commercial arena.
INTRODUCTION TO BUSINESS ACCOUNTINGStudents will be introduced to the manual and digital methods of recording financial transactions together with the use of financial data as a tool to measure and improve business performance. On completion of this unit, students will be able to appraise the role of accountants and accounting information in business operations, apply accounting information in external and internal business decision making, demonstrate the analytical skills needed to interpret accounting information, prepare internal and external financial statements, and evaluate media-based basic business information. They will also have the ability and knowledge to prepare budgets and cash forecasts, and will be able to demonstrate an understanding of the fundamental ethical issues facing the accounting profession and the business context of accounting.
ENTREPRENEURSHIP PROJECT 1The Entrepreneurship Project encourages entrepreneurial behaviour through the introduction of the principles of entrepreneurship, the process of creativity and innovation, and the impact of this process on the success of new enterprise creation. On completion of this module students will have an increased understanding of entrepreneurship, entrepreneurs and the significance of innovation in small and medium-sized enterprises (SMEs). The associated skills and techniques acquired in will provide a strong foundation for both new product/service development and the launch of an entrepreneurial or corporate new venture.
SPECIALIST SUBJECT 1: Public Relations WritingThis unit will teach students about the range of communication tools available to PR professionals including media releases, fact sheets, briefs, FAQs, speeches and research surveys. Students will also examine the legal and ethical considerations in written material as well as learning how to communicate an idea or concept for a business through persuasive language and presentation of information.

 

TRIMESTER 3
STRATEGIC MANAGEMENTStrategy is a key part of business management located between goals and tactics. This unit provides students with models of strategy looking at why strategies succeed and fail, and the processes of developing strategy. Coupled with strategy is business development, providing students with knowledge and skills such as expanding markets and new customers and analytics for strategy and growth.
BUSINESS LAW, COMPLIANCE AND GOVERNANCEThis unit introduces students to the legal and compliance framework for conducting business in Australia. Topics will include a background to legal systems, the structure of business entities, principal business law topics of contracts, insurance, the workplace, the consumer, conventional and new commercial practices and privacy.
ENTREPRENEURSHIP PROJECT 2In recent years the high-profile success of young Australian entrepreneurs in building profitable business has been inspiring. Creating a new venture is a challenging task, one that requires specific knowledge as well as general business and entrepreneurial skills. The process of transforming creative ideas into commercially viable businesses continues to be a major challenge.  Successful entrepreneurship requires more than merely luck and money. It is a cohesive process of creativity, risk taking and planning. Entrepreneurship Project 2 will expose students to the process of entrepreneurship and creativity.  This module is about learning by doing – applying entrepreneurial thinking to the development of viable business concepts. On completion, students will know how to develop and evaluate innovative, sustainable, investment-ready business ventures; and it’s even quite possible that some of these student-led ventures will spin out of the classroom and into the real world.
BUSINESS INTERNSHIPThe aim of this unit is to encourage students to adopt a mature, informed and confident approach towards industry. Students will learn how planning, research, networking and preparation impacts on the initial job search and subsequent career progression. Students will undertake an internship with a workplace aligned with their areas of study and interests.  A position description with key performance indicators is determined prior to the placement.

DOMESTIC STUDENTS

2017

2018
Per Unit Annual Per Unit

Annual

$2,400

$28,800

$2,500 $30,000

INTERNATIONAL STUDENTS

2017

2018

Per Unit

Annual Per Unit

Annual

$2,880 $34,560 $2,880

$34,560

To be the public voice of a politician, CEO or celebrity, or the brains behind the next big social media campaign, you need to have outstanding public relations skills – they can be yours in just 12 months, through studying public relations at Macleay College. Our PR business specialisation allows you to study public relations within a solid framework of essential business and professional conduct skills.

Career paths include:

  • Public Relations Account Manager
  • Sponsorship Manager
  • Corporate Communications Manager
  • Public Relations Event Coordinator
  • Promotions and Public Relations Manager
Pierre Van Osselaer

Pierre Van Osselaer

MELBOURNE

Pierre Van Osselaer teaches Business Communications and Foundations of Marketing in Melbourne. He is a lecturer in communication studies and a business consultant with extensive professional experience. He was awarded a PhD by Murdoch University for his work on dynamic processes in communication. He holds a 1st Class Honours BA English from Curtin University, with a double major in Film & TV and Creative Writing. He is also qualified in systems analysis and corporate management. He is an expert in industrial semiotics. Pierre has lectured in semiotics, industrial communication, media studies, writing practice, and visual arts. He is the vice-president of Semiotics Inc and the Honorary Consul of Belgium in Victoria.

Amy Miller

Amy Miller

SYDNEY

Amy is the Director of ADM Communications and a professional member of the PRIA, offering over 15 years experience in the PR Industry across consumer and business markets. Amy has worked with London and Sydney PR Agencies on high profile accounts for Guinness, Vodafone, Heinz, Triumph, Everywoman.com, Garvan Medical Institute, Maybelline NYC (and for clients in  food & wine, fashion, motoring, travel, health and the arts).  Amy is the founder of an online community network launched in 2012, integrating business entrepreneur skills in business development, digital content and community engagement.  Amy is a degree qualified educator with a Masters of Communication Management. A regular lecturer at Macleay for over 7 years, Amy will be teaching public relations subjects.