Bachelor of Marketing, Advertising and Public Relations

General

Read more about this program on the institution's website

Program Description

Study a degree with a unique blend of marketing, advertising and public relations, in state-of-the-art facilities and utilising industry-standard technology.

The combination of marketing, advertising and public relations allows students to diversify their creative skills and strategic business management knowledge, as well as gaining the employability skills, including critical thinking, teamwork, communication and problem-solving, needed for a successful career in industry.

Marketing is directed towards the creation of the best satisfying products and the building of successful brands. This course provides students with the marketing skills and knowledge required to analyse customer needs, identify organisational objectives, market conditions and existing product offerings, and enables them to design, develop, and evaluate a marketing action plan. Advertising combines art, science and strategy, in addition to Public Relations which develops communications practice in a variety of contexts.

Students will gain the skills required to attract new customers, retain existing customers and to enhance the relationship with the product, brand, or organisation. Students will gain practical experience in both traditional and digital media and create portfolios that showcase their talents.

Course Entry

Academic Admission requirements (Band 3)

All applicants must meet the academic admission requirements for this course. The indicative or guaranteed ATAR is as published (where applicable) or academic admission requirements may be satisfied through completion of one of the following:

  • AQF Cert IV;
  • Successfully completed 0.25 EFTSL of study at bachelor level or higher at an Australian higher education provider (or equivalent);
  • Special Tertiary Admissions Test;*
  • University Preparation Course;*
  • Indigenous University Orientation Course;*
  • Aboriginal Student Intake Test; or*
  • Experience Based Entry Scheme.*

* Further information can be found on the Study course entry page.

For international students, requirements include your secondary school results.

English Language requirements (Band 3)

English competency requirements may be satisfied through the completion of one of the following:

  • Year 12 English ATAR/English Literature ATAR grade C or better or equivalent;
  • Special Tertiary Admissions Test;*
  • IELTS Academic Overall band minimum score of 6.0 (no individual band less than 6.0);
  • Successfully completed 1.0 EFTSL of study at bachelor level or higher in the UK, Ireland, USA, NZ or Canada;
  • University Preparation Course;
  • Indigenous University Orientation Course;*
  • Aboriginal Student Intake Test;*
  • AQF Diploma, Advanced Diploma or Associate Degree;
  • Successfully completed 0.375 EFTSL of study at bachelor level or higher at an Australian higher education provider (or equivalent); or
  • Other tests, courses or programmes defined on the English Proficiency Bands page.

* Further information can be found on the Study course entry page.

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Course Details

Semester availability

  • Semester 1: Study full-time at Joondalup
  • Semester 2: Study full-time at Joondalup

Course Structure

Marketing Core Units

Unit Code Unit Title Credit Points
MKT1600 Marketing Principles & Practices 15
MKT2605 Promotional Marketing 15
MKT2608 Consumer Behaviour 15
MKT2700 Retail Marketing 15
BUS3100 Business Research Practices 15
MKT3600 New Product Development 15
MKT3601 Marketing Strategy 15
Plus one (1) unit from:
MKT2805 ^ Social Media Marketing 15
MKT3606 ^ Current Issues in Marketing 15

Advertising Core Units

Unit Code Unit Title Credit Points
ADV1116 Foundations of Advertising 15
ADV2102 Creative Strategy: Process and Execution 15
ADV2107 Strategic Branding 15
ADV3112 International Advertising 15
ADV3125 Advertising Practice 15
ADV3406 Media Buying and Planning 15

Public Relations Core Units

Unit Code Unit Title Credit Points
PRN2110 Foundations of Public Relations 15
PRN2124 Public Relations Event Management 15
PRN2225 Media Relations 15
PRN3150 Public Relations: Fashion, Music and the Arts 15
PRN3160 Social and Online Media Strategies 15
PRN3223 Corporate Communication, Issues and Crises 15

Recommended Electives

Unit Code Unit Title Credit Points
Select 4 units from:
ADV2220 Advertising Management 15
ADV3120 Current Issues in Marketing Communications 15
BUS3700 Business Study Tour 15
CCA3104 Professional Placement 15
CMM3115 Global Communications 15
CMM3116 Current Industry Analysis 15
DES2101 Design Practices: Identity 15
DES2102 Design Practices: Pre-press 15
DES2106 Design Practices: Typography 15
DES3206 Design Practices: Information and Advertising Design 15
DES3208 Design Practices: Project 15
FBL3501 Business Practicum 15

Or any Level 2000 or Level 3000 unit with approval from the Course Coordinator.

Note: Enrolment into CCA3104, FBL3501, CMM3116 and/or BUS3700 (not offered every semester) is by application only.

^ Core Option

Course Learning Outcomes

  • Access, analyse and critically evaluate relevant information to solve challenging business problems systematically.
  • Apply broad and coherent knowledge to a range of business situations, incorporating international/global/cultural perspectives.
  • Collaborate effectively in team settings to produce measurable outcomes.
  • Communicate business knowledge, concepts and advice persuasively and clearly in both written and oral formats, using relevant technology.
  • Generate creative ideas for business innovations that respond to opportunities and constant change.
  • Reflect on feedback and critique one's own performance in order to identify and plan opportunities for development.
  • Value professional behaviours and/or personal citizenship that reflect an appreciation of the interrelationship between business ethics and corporate social responsibility.

Professional Recognition

Accredited by: Australian Marketing Institute (AMI)

Career Opportunities

This combination of three disciplines in one course equips graduates with a competitive career advantage across a wide range of industries. Additionally, students have the ability to focus on areas of interest through the selection of four elective units. Potential careers exist in business-to-business, business-to-consumer, government-to-consumer and the not-for-profit sectors.

Possible future job titles

Marketing Manager, Brand Manager, Product Manager, Business Development Manager, Market Researcher, Media Planner, Advertising and Promotions Manager, Copywriter, Desktop Publisher, Public Relations Manager.

Last updated Oct 2020

About the School

At ECU we are guided by our values of integrity, respect, rational inquiry and personal excellence. Our focus on teaching and research is inspired by engagement and partnerships with those in the many ... Read More

At ECU we are guided by our values of integrity, respect, rational inquiry and personal excellence. Our focus on teaching and research is inspired by engagement and partnerships with those in the many communities we were established to serve. Read less
Joondalup , Mount Lawley , Bunbury + 2 More Less