Public Relations and Marketing

The course in Public Relations and Marketing comprises core subjects and two elective streams of subjects. Students have to take all core subjects and both elective subject streams. The structure of the course is:

• Core subjects: Business
• Stream One: Marketing
• Stream Two: Public Relations

PUBLIC RELATIONS STREAM

Corporate Public Relations
An examination of the frameworks for managing corporate public relations including crisis and issues management, community consultation, finance and investor relations, government and public affairs, reputation and identity management and employee communications.  Topics also include the development of corporate media relations and the role of ethical and professional standards in consultations with the wider community.

Consumer Public Relations
The relationship of public relations to consumer marketing campaigns.  Students learn how to utilise public relations tools in the promotion and advertising of consumer products and services as part of an organisation’s communications strategy.  Case studies and practical projects include responding to client briefs, pitching, presenting and preparing proposals, developing key messages and appropriate media, budget allocation, and sponsorship and fund raising.

News Reporting and News Releases
The basics of writing news stories for newspapers and magazines, and how to write news releases that will get published. Topics include: news gathering and verifying; news writing techniques and style; the structure of stories; reporting speech and opinions; news angles and newsworthy topics; ethics and conventions; presenting copy; essential information; what editors look for in a story.

Event Planning and Management
The management and marketing of events of all dimensions, including news conferences, fundraisers, ceremonies, public celebrations and festivals. Case studies are used to demonstrate the role of events in public relations campaigns.

Media Relations
An overview of the print, visual and electronic media in Australia and its relationship to public relations campaigns.  Students learn how to speak and present written information to the media with skills developed in preparing media alerts, arranging press conferences, conducting television interviews for product promotion and crises management and choosing media outlets to match target audiences.

Public Relations Professional Practice
This subject provides an overview of the public relations industry in Australia and internationally and examines associated practice standards.  Topics include: the public relations function in various industries; key public relations theories; the role of public relations research and planning; measurement and evaluation of public relations activities; the relationship between public relations; marketing and advertising; career paths in the public relations professions.

Web Design
Contemporary web design programs enable students to gain an appreciation of multi media as a medium for public relations. Topics include tools and parameters of web design, use of appropriate syntax and grammar and incorporation of associated files and external links. Practical projects include the creation of e-news letters and analysis of a broad range of live websites and internet public relations campaigns.

BUSINESS CORE SUBJECT AREAS

Entrepreneurship
This subject area provides both principles and practical applications involved in entrepreneurship. Topics include: developing products and services for new ventures; business plans; market evaluation; sources of finance including venture capital; public relations; entrepreneurial management; high technology entrepreneurship; creativity and growth strategy.

e-commerce
This subject provides hands-on experience in developing business applications on the Internet. Areas addressed include: the impact and potential of emerging technologies; hardware and software issues; how to use the Internet to improve business procedures and trade; doing business on the Internet including banking, accounting, marketing, distribution and finance; legal issues related to e-commerce; Internet security and encryption; advertising, promotion and web page design.

Introduction to Accounting
This subject covers the role and function of accounting in business. It introduces students to the basic principles of accounting, financial statements, payroll systems, double-entry bookkeeping and bank reconciliation statements.

Introduction to Business Computing
This subject introduces students to computing applications in business and discusses the effects of information technology on business.  Computer applications covered include: word processing; spreadsheets; database systems; accounting; communications; integrated applications and desktop publishing.

Introduction to Management
A study of the management processes used by both large and small businesses and introduces students to the management skills required to achieve organisational goals.  It examines Australian and international management systems, the evolution of organisational cultures and how management structures influence performance and profitability.  Also covered are the historical and contemporary schools of management theory and by using case studies the concept of the ideal manager is explored in meeting the multiple goals of business performance, social responsibility and management ethics.

Introduction to Marketing
The basic principles of marketing and fundamental marketing concepts and functions.  Topics include: role of marketing in the economy; role of marketing in the economy; consumer orientation; value creation; quality management in marketing.

Australian Business Law
An overview of business law in Australia with emphasis on the law of contract and employment legislation.  Topics include: law and society; court structures and roles; law of torts; law of contract; employment law; company law.

Business Communications
This subject develops students’ communication skills in both verbal and non-verbal communication and in writing effectively in the business environment. It also covers internal and external communication in a business organisation, and develops research skills.

Human Resource Management
Examines human resources within the total management structure of an organisation.  Topics include: strategic human resource management; the role of human resource department; role of the human resource manager in job analysis, recruitment and selection, performance appraisal; career development, training of groups and individuals; occupational health and safety, and workplace relations legislation in Australia.

Customer Service
This subject develops interpersonal relations and communication with clients including identifying and anticipating customer service needs, adapting to social and cultural differences, handling objections and complaints, personal presentation, listening skills, product knowledge and promotion of products and services.

Business Economics
This subject provides students with a broad coverage of macroeconomic and microeconomic concepts. It introduces students to economic theory applied to the economic policies and decision-making of a business organisation. It also examines the constraints operating in the real world, including those of a political, legal and constitutional nature, as they apply to the everyday operations of business operations.

Keyboarding/Word processing
A subject to develop professionally-acceptable typing and word processing speeds and standards. Instruction in keyboarding is by professionally-trained teachers and practice is provided by computer-based training systems. Students also learn one of the standard commercial word processing packages used widely in the industry.

Job Seeking and Career Planning
Studies the range of employment opportunities throughout commerce and industry and encourages students to set personal career goals. Skills developed include job application letters and telephone calls, professional resumes, job interview techniques, personal job search campaigns, long-term career orientation.

MARKETING STREAM

International Marketing
The application of marketing principles to the international business environment.  Students learn how to plan a marketing campaign to take advantage of world markets and examine how economic, political and cultural differences affect promotional, pricing and distribution strategies.

Project Management
This study area teaches students to: analyse project briefs and prepare project plans; establish project team requirements, resource availability and costs; manage and evaluate projects.

Business Enterprise Project
Students gain hands-on experience in setting up and operating a business.  In compliance with current Australian corporate legislation, students form a company, register a business name, develop, produce, market, promote and sell a real product and supervise accounting records, shares issue and declaration of dividends.

Promotional Marketing
This subject focuses on the two major areas of marketing communication – advertising and promotion – as the primary communication methods used to inform consumers of the types of products and services available, as well as to attract them to make buying decisions.

Consumer Behaviour
An overview of marketing information systems and their effectiveness in predicting consumer response to a range of marketing strategies.  Students examine primary and secondary data sources, observation techniques and design and implement market research surveys.

Personal Selling and Presentations
This subject examines how to develop a sales strategy.  Topics include: consultative selling in marketing; consumer motivation; listening and questioning skills; handling objections; selling in different fields; negotiation; group presentations.

Strategic Marketing
This study area covers: the strategic marketing process; SWOT and issues analysis; portfolio planning; industry structure models; growth strategies; international marketing; information gathering and analysis.

Direct Marketing
This study area covers: direct versus general marketing; direct marketing functions and applications; offers in direct marketing; direct marketing media; direct mail packages; telemarketing; on-line marketing; measurement techniques; fulfilment

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Location: Level 1, 175 Liverpool Street, Sydney, 2000 Postal Address: PO Box 433, Paddington NSW 2021 Australia Telephone, local: (02) 9360 2033 Fax: (02) 9331 7368 Telephone, international: 61 2 9360 2033 Fax: 61 2 9331 7368
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