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Business, Management & Marketing » Public Relations, Promotions & Marketing PRM
PRM

Public Relations, Promotions & Marketing PRM

Develop key skills in public relations and brand positioning.
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Course Introduction
Course Summary
ENTRY REQUIREMENTS
COURSE FEES

Course Description

Your Fulfilling Career in Public Relations Starts Here

At Australian College, we offer more than just a qualification. We empower you to step confidently into the world of Public Relations, Promotions, and Marketing, ready to take on diverse roles in the office and beyond. Our online course prepares you to manage key functions in your workplace, where you’ll be responsible for driving communications, planning promotional activities, and managing relationships with media and stakeholders.

What You Will Be Able to Do

This course will give you the tools to thrive in a modern PR or marketing role. Here’s what you’ll be able to do once you complete it

  • Plan and Execute Promotional Activities
    Organise media events, develop advertising strategies, and liaise between media outlets and advertisers to create impactful campaigns.
  • Craft Compelling Media Releases and Reports
    Learn how to write professional press releases, develop internal communication plans, and support your team with expertly crafted reports and submissions.
  • Strategise for Product and Service Promotion
    Understand market research, customer needs, and pricing strategies to position your products and services effectively in the market.
  • Manage Crisis Communication
    Develop skills in crisis management, ensuring your organisation maintains a strong public image, even in challenging situations.
  • Conduct Market Research and Identify Opportunities
    Use qualitative and quantitative research methods to understand consumer behaviour, evaluate market opportunities, and contribute to strategic decision-making.
  • Plan and Stage Events
    Take charge of planning successful fundraising and promotional events, from securing grants to executing the event on the day.

Study Flexibly – Anytime, Anywhere

With our self-paced online learning, you can enroll and start at any time, balancing your studies with your current commitments. Whether you’re working full-time or managing a busy schedule, this course fits into your life seamlessly.

Take the First Step to Your New Career

Achieve your potential in Public Relations, Promotions, and Marketing. Enrol now and start transforming your career. Call us at +61 1300 783 283 to get started on your journey!

Frequently Asked Questions

Are Australian College online courses nationally recognised?

Australian College is a Registered Training Organisation, regulated by the Australian Skills Quality Authority (ASQA). All of our Certificate and Diploma courses are accredited as nationally recognised qualifications. We also offer professional development courses which are not accredited nor nationally recognised but provide you the opportunity to improve on your existing skills.

Regular Contact from Us. Yes – We Call You!

Australian College is proactive about being in touch. When you apply to enrol, our Student Support team will call you immediately and guide you through to finish the enrolment process. They will also contact you regularly to ensure you are on track and comfortable with online learning. After your onboarding has been completed a Student Adviser will make contact to introduce themselves as your main point of contact and assistance with your ongoing study. You will continue to receive regular phone calls, emails and SMS to check your progress and offer help. If we see you getting behind, we will increase our efforts to contact you to ensure you are getting the help you need. Study online - not alone and be supported every step of the way!

Access to Course Materials

All of the course materials are accessed and completed online, allowing learners to complete subjects at a time and place that suits them. Online course login details are provided via email as soon as the enrolment details are finalised. Online learners can: ● Access online learning and assessment materials 24/7 ● Submit assessments, view assessment results and assessor feedback ● Update their contact details

No Exams and lots of Help

There are no stressful exams. Our assessments are thorough but are self-paced and help is only a phone call or email away. Activities that you are asked to do are practical and based on real life workplace experiences and needs. Once you start your course, you will be issued your course timetable and we will help you keep to it so that you end up with the qualification that you deserve as quickly as is feasible.

Start and study anytime – Enjoy the flexibility

Australian College does not have strict starting dates, giving you the ability to decide when you want to start your course. Once your enrolment is approved your personal login details will give you access to your course materials 24/7 and allowing you the flexibility to choose when and where you study.

Related Courses

Course Summary

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
Introduction
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
Introduction
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
Data
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
Copyright
Duty of care
Contract law
Consumer law
Privacy laws
Advertising and consumer demand

Reading 4 – Event Management and Fundraising
Introduction
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
Introduction
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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.

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COURSE FEES

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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