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Public Relations, Promotions and Marketing


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Study online / distance

The Public Relations, Promotions and Marketing online 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.

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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.

Course summary

Qualification gained
Australian College Diploma of Business (Public Relations, Promotion and Marketing)
Course code
Study mode
Flexible delivery (including online with some projects / activities and/or skills-based training)
Course fees
Pay up-front, pay by installment or completely customise your own payment plan here. Employers, ask about our group/corporate rates and traineeship availability.
Flexible duration (with an option to extend)
Up to 12 months
Study load
Start date
Start anytime
Assessment method
Multiple choice, short answer questions
Nationally recognised

Career opportunities

  • PR Consultant
  • Public Relations Coordinator
  • Marketing Coordinator
  • Marketing Manager
  • Promotional Agent
  • Event Coordinator
  • Merchandiser
  • Media Representative
  • Media Buyer

Course units

Unit 1 - Introduction to Public Relations

Reading 1 - Public Relations, Industry and the Australian Media

Development of the mass media in Australia
Broadcast media
Print media
Other media
Media issues

Reading 2 - The Promotion Industry

The roles and responsibilities of the promotion industry
The organisations’ marketing plan and budgets
Planning processes for promotional activities
Principles and techniques of public relations and product promotions
Consultation methods, techniques and protocols
Product and service standards and best practice
Customer service policy and procedures and analysis of feedback

Reading 3 - Introduction to Public Relations 1

Historical development
The role of public relations
Functions and techniques of public relations
Operation of a public relations department or consultancy
Communication theories and processes
Methods and purpose of internal public relations

Reading 4 - Introduction to Public Relations 2

Operating procedures
The importance of strategic planning
Media structure and techniques
Working with specific media
Using the four-step process
Issue management and crisis public relations
Techniques in speech presentation
Interrelationship between advertising and public relation functions

Reading 5 - Marketing Concepts and Activities

Marketing concepts
Market research
Understanding your customer
What is a product?
Product, strategy and communications development
The pricing function of marketing
Getting the product or service to the customer
Telling the market about your offerings

Unit 2 - Advertising and Marketing

Reading 1 - Advertising and Direct Marketing

The structure of the advertising and promotion industry
Creativity in the advertising or promotional program
Creating and producing advertising and promotional material
What is direct marketing?
The database
Planning and designing a direct marketing campaign
The key financial concepts of direct marketing

Reading 2 - Writing for Public Relations 1

Planning the writing process
Public relations tools
Developing the message/ media outline
Writing internal communication plans
Writing internal communication publications

Reading 3 - Writing for Public Relations 2

Effective report writing
Effective submission writing
Writing support materials
Developing direct mail material
Speech writing
Corporate identity programs
Writing effectively for financial applications

Reading 4 - Research Skills and the Market

Qualitative and quantitative research methods
The role of the researcher
Preparing a research proposal
Analysing research information
Presenting research information

Reading 5 - Identifying Marketing Opportunities

Understanding the business
Identifying market needs
Identifying marketing opportunities

Unit 3 - Knowing Your Consumers and the Industry

Reading 1 - Profiling the Market - Target Marketing

Your workplace and strategic planning
Market segments
Evaluating potential target markets
Profiling the target market
Positioning, planning and implementation

Reading 2 - Analyse Consumer Behaviour

Consumer attributes
Buyer decision process
Features of the product
Identify and understand your consumers

Reading 3 - Marketing Law and Ethics

Marketing industry practices - an ethical perspective
Legal terminology
Duty of care
Contract law
Consumer law
Privacy laws
Advertising and consumer demand

Reading 4 - Event Management and Fundraising

The role of fundraiser
Researching for success
Securing a grant
Marketing for success
Budgeting and strategy
Planning the event
Staging the event

Reading 5 - Breaking into the Industry


Entry requirements

  • Access to a computer with word processing, PDF reader capabilities and an internet connection
  • A good command of written English
  • Ability to allocate appropriate study hours per week

If you have these essential requirements, then you can get started immediately.

Student reviews

"The Australian College tutors were very helpful and inspiring. Coming from various backgrounds, they offered industry relevant information, trends, and ideas 'outside the box' at a level of which I would otherwise not have had access.

They helped me to focus on the individual topics through the assignments and extract the most out of the course, making it directly relevant to the industry."

Marnie Bernard, 7th December 2014

Need more information?
Quick access to your course career outcomes, payment options and more.
Download my free course pack
Get in touch now
Speak to a friendly course advisor
1300 783 283
Monday - Friday
9am - 5pm

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