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Public Relations, Promotions and Marketing


The Australian College  Public Relations, Promotions and Marketing course has been developed from a blended syllabus based upon public relations subjects, promotion subjects and marketing subjects, and includes practical activities and industry relevant projects.

If you are a person who enjoys working with people, communicating and socialising and you want to be in the media world then this may be the perfect career for you.

Your typical day can involve planning functions and promotional activities, preparing media releases and liaising with the press, coordinating with caterers and suppliers, booking venues and organising merchandise, arranging accommodation for VIPs and company clients, putting together advertising packages and much more.

A day in the life of a good PR person can equal one week in anyone else’s life. It’s a fast-paced, varied and interesting industry. It’s also challenging and packed with excitement.

Career opportunities include:
PR Consultant, Public Relations Coordinator, Marketing Coordinator, Marketing Manager, Promotional Agent, Event Coordinator, Merchandiser, Media Representative, Media Buyer.

When you successfully complete your course you will be awarded the Australian College Diploma of Business (Public Relations, Promotion and Marketing).

Course Fee and Duration

Module 1: Introduction to Public Relations

Reading 1: Public Relations, Industry and the Australian Media
Topic 1: Development of the Mass Media in Australia
Topic 2: Broadcast Media
Topic 3: Print Media
Topic 4: Other Media
Topic 5: Media Issues

Reading 2: The Promotion Industry
Topic 1: The Roles and Responsibilities of the Promotion Industry
Topic 2: The Organisations’ Marketing Plan and Budgets
Topic 3: Planning Processes for Promotional Activities
Topic 4: Principles and Techniques of Public Relations and Product Promotions
Topic 5: Consultation Methods, Techniques and Protocols
Topic 6: Product and Service Standards and Best Practice
Topic 7: Customer Service Policy and Procedures and Analysis of Feedback

Reading 3: Introduction to Public Relations 1
Topic 1: Historical Development
Topic 2: The Role of Public Relations
Topic 3: Functions and Techniques of Public Relations
Topic 4: Operation of a Public Relations Department or Consultancy
Topic 5: Communication Theories and Processes
Topic 6: Methods and Purpose of Internal Public Relations

Reading 4: Introduction to Public Relations 2
Topic 1: Operating Procedures
Topic 2: The Importance of Strategic Planning
Topic 3: Media Structure and Techniques
Topic 4: Working with Specific Media
Topic 5: Using the Four-Step Process
Topic 6: Issue Management and Crisis Public Relations
Topic 7: Techniques in Speech Presentation
Topic 8: Interrelationship Between Advertising and Public Relation Functions

Reading 5: Marketing Concepts and Activities
Topic 1: Introduction
Topic 2: Marketing Concepts
Topic 3: Market Research
Topic 4: Understanding Your Customer
Topic 5: What Is A Product?
Topic 6: Product, Strategy and Communications Development
Topic 7: The Pricing Function of Marketing
Topic 8: Getting the Product or Service to the Customer
Topic 9: Telling the Market About Your Offerings

Module 2: Advertising and Marketing

Reading 1: Advertising and Direct Marketing
Topic 1: Introduction
Topic 2: The Structure of the Advertising and Promotion Industry
Topic 3: Creativity in the Advertising or Promotional Program
Topic 4: Creating and Producing Advertising and Promotional Material
Topic 5: What Is Direct Marketing?
Topic 6: The Database
Topic 7: Planning and Designing a Direct Marketing Campaign
Topic 8: The Key Financial Concepts of Direct Marketing

Reading 2: Writing for Public Relations 1
Topic 1: Planning the Writing Process
Topic 2: Public Relations Tools
Topic 3: Developing the Message / Media Outline
Topic 4: Writing Internal Communication Plans
Topic 5: Writing Internal Communication Publications

Reading 3: Writing for Public Relations 2
Topic 1: Effective Report Writing
Topic 2: Effective Submission Writing
Topic 3: Writing Support Materials
Topic 4: Developing Direct Mail Material
Topic 5: Speech Writing
Topic 6: Corporate Identity Programs
Topic 7: Writing Effectively for Financial Applications

Reading 4: Research Skills and the Market
Topic 1: Qualitative and Quantitative Research Method
Topic 2: The Role of the Researcher
Topic 3: Preparing a Research Proposal
Topic 4: Data
Topic 5: Analysing Research Information
Topic 6: Presenting Research Information

Reading 5: Identifying Marketing Opportunities
Topic 1: Understanding the Business
Topic 2: Identifying Market Needs
Topic 3: Identifying Marketing Opportunities

Module 3: Knowing Your Consumers and the Industry

Reading 1: Profiling the Market – Target Marketing
Topic 1: Your Workplace and Strategic Planning
Topic 2: Market Segments
Topic 3: Evaluating Potential Target Markets
Topic 4: Profiling the Target Market
Topic 5: Positioning, Planning and Implementation

Reading 2: Analyse Consumer Behaviour
Topic 1: Consumer Attributes
Topic 2: Buyer Decision Process
Topic 3: Features of the Product
Topic 4: Identify and Understand Your Consumers

Reading 3: Marketing Law and Ethics
Topic 1: Marketing Industry Practices — an Ethical Perspective
Topic 2: Legal Terminology
Topic 3: Copyright
Topic 4: Duty of Care
Topic 5: Contract Law
Topic 6: Consumer Law
Topic 7: Privacy Laws
Topic 8: Advertising and Consumer Demand

Reading 4: Event Management and Fundraising
Topic 1: Introduction
Topic 2: The Role of Fundraiser
Topic 3: Researching for Success
Topic 4: Securing a Grant
Topic 5: Marketing for Success
Topic 6: Budgeting and Strategy
Topic 7: Planning the Event
Topic 8: Staging the Event

Reading 5: Breaking into the Industry
Topic 1: Introduction
Reading Summary

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