Swinburne University of Technology - Melbourne Australia
Future Students - Courses
Course Description:
Over the past decade, the public relations industry has experienced changes in focus, from a set of technical communications skills into a much more strategic, professional and management-focused undertaking. The practice of public relations shows elevated concerns for ethical practice and social responsibility, as well as an appreciation of operating in a global market. As a result, the Graduate Certificate of Business Management (Public Relations) has been designed to produce practitioners with greater research, problem-solving, strategic thinking, planning, management, and communication skills. This is a postgraduate program accredited by Swinburne’s Faculty of Higher Education, Lilydale and delivered by Swinburne's School of Business. Graduates achieving a credit average, or above may be eligible for entry to the Master of Business Management .
Aims & Objectives:
The purpose of this program is to provide students with an understanding of the role public relations plays in a range of environments – private, corporate, government and not-for-profit – and to develop skills in delivering public relations solutions to a diverse range of scenarios. Students will transform a set of technical communications skills into a more strategic approach to the management of the organisation’s public face. At the completion of the program it is expected that graduates will be able to: Understand public relations as part of an organisation’s strategic management focus, in the context of a complex and global marketplace.Demonstrate knowledge of the methodologies, tools and techniques in managing public relations.Understand the roles of, and approaches to, the management of public relations in the public, private and community sectors.Understand public relations’ role in the marketing mix.Research, evaluate, plan and write in a public relations context.Produce professional internal and external communications.
Course Structure:
The Graduate Certificate consists of four units of study (subjects). All four units must be satisfactorily completed to attain the Graduate Certificate award. Each unit involves 36 hours of class time, usually studied for 3 hours on one night per week for one semester, or as fortnightly Saturday workshops. The Graduate Certificate is available part-time with all classes scheduled outside of normal working hours. Graduate Certificates may also be studied full-time depending on demand. Note that international students must study full-time. The Graduate Certificate can be undertaken as the first stage of the Graduate Diploma of Business Management, which involves a further four units of study, or the Master of Business Management , which involves a further eight units of study.
Units of Study:
MBM500 Managing in a Complex WorldMBM519 Public relations theory and approachesMBM520 Public relations practice One elective unitPossible elective units:MBM501 Sustainable marketing practicesMBM502 Human resource management MBM503 Global trading issues MBM504 Small business management MBM505 Organisational leadership - (not currently available)MBM506 Managing diversity - (not currently available)MBM507 Organisational functions and dynamicsMBM508 Communications managementMBM509 Project management frameworksMBM512 Process improvement models MBM513 Resource management and quality outcomes MBM514 Supply chain managementMBM515 Logistics management MBM521 Retail management framework MBM522 Retail marketing and operations managementMBM523 Economics for business MBM525 Accounting and financial decision making Note: Not all of these units will be offered every semester. You must consider timetable conflicts when selecting electives.
Career Opportunities:
Most graduates will already be established in business careers, so through successful completion of their Graduate Certificate can expect better current job performance, promotion, and new opportunities in a broader business and international business environment. The program prepares students to move into public relations management roles and to take responsibility for the preparation of internal and external communications.
Professional recognition:
Graduates may be eligible for membership of the Public Relations Institute of Australia (PRIA).
Entry Requirements:
Entry into the Graduate Certificate will be available to applicants with an approved undergraduate degree or advanced diploma from a recognised tertiary institution or approved equivalent, together with relevant industry experience, preferably at least 12 months. Applicants without a degree are required to have significant relevant business experience, normally at least 4 years.
Credit Transfer:
Applicants with appropriate prior tertiary studies that satisfy part of the academic requirements of the program may be granted ‘credit’ and/or entry to the course with ‘advanced standing’. Swinburne policies apply and applicants are assessed on a case-by-case basis. For further information refer to the Credit Transfer Guide at: http://www.swinburne.edu.au/corporate/marketing/pathways//
Pathways (articulation):
Graduates achieving a credit average, or above, are eligible for entry into the Graduate Diploma (stage 2) and Master (stage 3) of Business Management.
Recognition of Prior Learning:
Recognition of Prior Learning (RPL) is a process where a student may be granted credit or partial credit towards a qualification in recognition of skills and knowledge gained through work experience, life experience and/or formal training.
Course Fees:
The total tuition fee is dependent upon the combination of units of study selected by the student. Fees are reviewed each year and may increase. For information about Swinburne's fees visit: http://www.swinburne.edu.au/fees
Further information:
Submit an Online Enquiry Tel: 1300 ASK SWIN (1300 275 794)Email: postgrad@swinburne.edu.au Web: www.swinburne.edu.au/postgrad/professional-skills
