Public Relations, Promotion and Marketing


Learn The Skills To Work In The Exciting And Fast-Paced Media Industry


* Cannot be used in conjunction with any other offer.









Why Study With Us?

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Learn at your own pace, in your own time

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Gain a nationally recognised qualification to jump-start your future

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Flexible payment options available

Course Code PRM
Qualification gained Australian College Diploma of Business (Public Relations, Promotion and Marketing)
Study mode This course is delivered using an asynchronous study methodology, utilising mainly online delivery (eLearning) of training materials supported with emails and phone calls with the trainer and assessor, on request.
Flexible duration Up to 12 months
Study load Self-paced
Start date Start anytime
Assessment method

Assessment methods for this course differ from module to module and include:

  • Knowledge/Theory-based short answer questions
  • Projects
Nationally recognised No
Course units

Module 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

Module 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

Module 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

The training package does not stipulate any mandatory entry requirements for the qualification delivered by this course.
The admission criteria are articulated through Australian College marketing and pre-enrolment information and include the following:

  • Students will undertake a Language, Literacy and Numeracy review before Australian College accepts their application for enrolment. The student must have a good command of spoken and written English. They must have the skills to understand different numeracy concepts and to read and write a range of business documents and communications.
  • Depending on the unit, students may be required to interact with actual or simulated team members, clients and staff and maybe required to participate in audio/video-recorded role-plays with others.
  • Students must be at least 16 years of age before the date of enrolment. Where a student is less than 18 years of age, parents or guardians must also provide enrolment consent.

Students must have access to and be able to operate:

  • An internet-enabled PC/Laptop or similar running a current operating system (E.g Windows 10 or Mac OSX)
  • Microsoft Office (or compatible software)
  • Current web browser (e.g., Chrome)
  • Adobe Acrobat Reader or another PDF document viewer
  • Valid email address

PAYMENT OPTION 1 $2,000.00 upfront*
PAYMENT OPTION 2 $300.00 Deposit then 20 x $100.00 weekly = $2,300.00*
PAYMENT OPTION 3 Completely customise your own payment plan here.
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Student Love

We love getting reviews from our students. We pride ourselves on ensuring our students feel supported and happy whilst studying with us.

“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

This course offers you the chance to learn about social media, advertising, event planning and more