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Public Relations, Promotion & Marketing PRM

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COURSE Public Relations, Promotion and Marketing

QUALIFICATION Australian College Certificate in Public Relations, Promotion and Marketing

ENROLMENT Any time throughout the year. Enrol now!


The Australian College  Public Relations, Promotions and Marketing course has been developed from a blended syllabus based upon public relations subjects, promotion subjects and marketing subjects, and includes practical activities and industry relevant projects.

If you are a person who enjoys working with people, communicating and socialising and you want to be in the media world then this may be the perfect career for you.

Your typical day can involve planning functions and promotional activities, preparing media releases and liaising with the press, coordinating with caterers and suppliers, booking venues and organising merchandise, arranging accommodation for VIPs and company clients, putting together advertising packages and much more.

A day in the life of a good PR person can equal one week in anyone else’s life. It’s a fast-paced, varied and interesting industry. It’s also challenging and packed with excitement.


No experience is necessary but you do need the following:

  • A good command of written English
  • Access to a standard computer and printer with word processing, spread sheeting and an internet connection.
  • Average 1-2 hours per week.


PR Consultant, Public Relations Coordinator, Marketing Coordinator, Marketing Manager, Promotional Agent, Event Coordinator, Merchandiser, Media Representative, Media Buyer.

COURSE CONTENT Module 1: Introduction to Public Relations

Reading 1: Public Relations, Industry and the Australian Media Topic 1: Development of the Mass Media in Australia Topic 2: Broadcast Media Topic 3: Print Media Topic 4: Other Media Topic 5: Media Issues

Reading 2: The Promotion Industry Topic 1: The Roles and Responsibilities of the Promotion Industry Topic 2: The Organisations’ Marketing Plan and Budgets Topic 3: Planning Processes for Promotional Activities Topic 4: Principles and Techniques of Public Relations and Product Promotions Topic 5: Consultation Methods, Techniques and Protocols Topic 6: Product and Service Standards and Best Practice Topic 7: Customer Service Policy and Procedures and Analysis of Feedback

Reading 3: Introduction to Public Relations 1 Topic 1: Historical Development Topic 2: The Role of Public Relations Topic 3: Functions and Techniques of Public Relations Topic 4: Operation of a Public Relations Department or Consultancy Topic 5: Communication Theories and Processes Topic 6: Methods and Purpose of Internal Public Relations

Reading 4: Introduction to Public Relations 2 Topic 1: Operating Procedures Topic 2: The Importance of Strategic Planning Topic 3: Media Structure and Techniques Topic 4: Working with Specific Media Topic 5: Using the Four-Step Process Topic 6: Issue Management and Crisis Public Relations Topic 7: Techniques in Speech Presentation Topic 8: Interrelationship Between Advertising and Public Relation Functions

Reading 5: Marketing Concepts and Activities Topic 1: Introduction Topic 2: Marketing Concepts Topic 3: Market Research Topic 4: Understanding Your Customer Topic 5: What Is A Product? Topic 6: Product, Strategy and Communications Development Topic 7: The Pricing Function of Marketing Topic 8: Getting the Product or Service to the Customer Topic 9: Telling the Market About Your Offerings

Module 2: Advertising and Marketing

Reading 1: Advertising and Direct Marketing Topic 1: Introduction Topic 2: The Structure of the Advertising and Promotion Industry Topic 3: Creativity in the Advertising or Promotional Program Topic 4: Creating and Producing Advertising and Promotional Material Topic 5: What Is Direct Marketing? Topic 6: The Database Topic 7: Planning and Designing a Direct Marketing Campaign Topic 8: The Key Financial Concepts of Direct Marketing

Reading 2: Writing for Public Relations 1 Topic 1: Planning the Writing Process Topic 2: Public Relations Tools Topic 3: Developing the Message / Media Outline Topic 4: Writing Internal Communication Plans Topic 5: Writing Internal Communication Publications

Reading 3: Writing for Public Relations 2 Topic 1: Effective Report Writing Topic 2: Effective Submission Writing Topic 3: Writing Support Materials Topic 4: Developing Direct Mail Material Topic 5: Speech Writing Topic 6: Corporate Identity Programs Topic 7: Writing Effectively for Financial Applications

Reading 4: Research Skills and the Market Topic 1: Qualitative and Quantitative Research Method Topic 2: The Role of the Researcher Topic 3: Preparing a Research Proposal Topic 4: Data Topic 5: Analysing Research Information Topic 6: Presenting Research Information

Reading 5: Identifying Marketing Opportunities Topic 1: Understanding the Business Topic 2: Identifying Market Needs Topic 3: Identifying Marketing Opportunities

Module 3: Knowing Your Consumers and the Industry

Reading 1: Profiling the Market – Target Marketing Topic 1: Your Workplace and Strategic Planning Topic 2: Market Segments Topic 3: Evaluating Potential Target Markets Topic 4: Profiling the Target Market Topic 5: Positioning, Planning and Implementation

Reading 2: Analyse Consumer Behaviour Topic 1: Consumer Attributes Topic 2: Buyer Decision Process Topic 3: Features of the Product Topic 4: Identify and Understand Your Consumers

Reading 3: Marketing Law and Ethics Topic 1: Marketing Industry Practices — an Ethical Perspective Topic 2: Legal Terminology Topic 3: Copyright Topic 4: Duty of Care Topic 5: Contract Law Topic 6: Consumer Law Topic 7: Privacy Laws Topic 8: Advertising and Consumer Demand

Reading 4: Event Management and Fundraising Topic 1: Introduction Topic 2: The Role of Fundraiser Topic 3: Researching for Success Topic 4: Securing a Grant Topic 5: Marketing for Success Topic 6: Budgeting and Strategy Topic 7: Planning the Event Topic 8: Staging the Event

Reading 5: Breaking into the Industry Topic 1: Introduction Reading Summary


You will be provided with exceptional student support throughout your studies with Australian College. You have unlimited access to the Academic Faculty Team and tutors who are degree qualified and working in the Industry.


Australian College is a leading distance, online learning education provider and from 2014 will also be offering an array of campus based courses. We currently offer a wide range of both accredited and professional education courses utilising a flexible delivery approach. Learning online saves valuable time and allows more flexibility in the learner’s life. Our courses are fun, practical and applied. Online study or online learning means: time saving, greater choice, increased support and no matter what the hurdle (distance or time constraints) your study is made easier via online learning.

Australian College will provide:

  • Flexible online study at your own pace.
  • Work ahead of time and finish your course earlier or apply for an extension if required.
  • Unlimited student support from degree qualified, experienced tutors.
  • Unlimited access to Academic Faculty Team.
  • Flexible payment plans and we can price match! Speak with one of our course advisors about payment plans.

Please get in touch for a free information pack today.