ObjectivesThe Graduate Certificate of Public Relations is a coursework qualification which aims to provide students with the ability to design and implement public relations campaigns, contribute to the management of organisations, conduct appropriate research, understand the role of public relations in contemporary society and appreciate the social, administrative, cultural and ethical implications of public relations activity. Successful completion of the Graduate Certificate of Public Relations will lead you to admission to the Graduate Diploma of Public Relations.
Entry requirementsTo be eligible for admission into the Graduate Certificate Public Relations applicants require: * a bachelor degree from an approved tertiary institution; or * qualifications deemed to be equivalent; or * extensive relevant work experience undertaken at a senior level as deemed appropriate by the Course Selection Team.
Academic titleGraduate Certificate of Public Relations
Course descriptionFees and charges
Equivalent Full Time Student Load (EFTSL)
EFTSL is the standard annual full time load. Eight credit points is the standard full time load for one year of study. If you are studying a graduate certificate of 4 credit points, your total course EFTSL is 0.5.
This is a fee-paying course. Domestic students may be eligible for FEE-HELP assistance in paying these tuition fees. For more information about FEE-HELP go to http://www.deakin.edu.au/future-students/fees/.
Fee paying place - Domestic (DFP)
A Fee paying place is one for which the university does not receive any government funding. As such, students enrolled in these places are required to contribute the full cost of their course.
Fee paying places are available to domestic students. Domestic students are those who are Australian citizens, New Zealand citizens or holders of a permanent visa.
* The 'indicative annual course fee' cited has been provided as a guide only. It has been calculated on the basis of a typical enrolment of a student undertaking the course in 2009, and reflects the cost involved in undertaking a full-time quota of units within the specified discipline.
The actual fees charged by Deakin University will depend upon the discipline from which each individual unit is chosen, and may vary from the indicative course fee cited, particularly if units are chosen from a number of disciplines. The cost of each unit offered in 2009 can be viewed at http://www.deakin.edu.au/current-students/handbooks2009/search.php.
Please note that the fees per unit/credit point may increase annually due to rises in the cost of course delivery and service.
Deakin assumes no responsibility for persons relying on 'indicative course fees' to calculate the total future cost of their course.
Career opportunities
These courses are designed as an initial professional qualification for those practitioners working in public relations who wish to update their tertiary qualifications. They are also designed to equip graduates, with limited experience in the workplace, with the knowledge, skills and understanding to obtain challenging positions in the expanding field of public relations.
Course rules
To qualify for the award of Graduate Certificate of Public Relations, a student must successfully complete 4 credit points of study from the specified list of units below.
Course structure
Note: It is strongly recommended that students take unit ALR731 in their
initial trimester of enrolment.
Trimester 1
ALR704 Public Relations Management
ALR706 Electronic and Internet Public Relations
ALR731 Public Relations Theory and Practice
ALR733 Advertising Theory and Practice
ALR782 Public Affairs and Opinion Formation *
Trimester 2
ALR700 Public Relations Campaigns
ALR701 Public Relations Writing and Tactics
ALR710 Marketing Communication
ALR715 New Ventures in Creative Enterprise
ALR732 Research Methods for Contemporary Society
*This unit is offered in the wholly online teaching mode only - there will be no face-to-face teaching.
Admission requirements - general
Deakin University offers admission to postgraduate courses through a number of Admission categories.
In all categories of admission, selection is based primarily on academic merit as indicated by an applicant's previous academic record.
For more information on the Deakin Admissions Policy visit The Guide
Admission requirements - specific
To be eligible for admission into the Graduate Certificate Public Relations applicants require:
* a bachelor degree from an approved tertiary institution; or
* qualifications deemed to be equivalent; or
* extensive relevant work experience undertaken at a senior level as deemed appropriate by the Course Selection Team.
Advanced standing - general
The University aims to provide students with as much credit as possible for approved prior study or informal learning which exceeds the normal entrance requirements for the course and is within the constraints of the course regulations. Students are required to complete a minimum of one-third of the course at Deakin University, or four credit points, whichever is the greater. In the case of certificates, including graduate certificates, a minimum of two credit points within the course must be completed at Deakin.
You can also refer to the Advanced Standing System which outlines the credit that may be granted towards a Deakin University degree.
Advanced standing - specific
Applications for advanced standing will be considered depending on the student's prior qualifications and professional experience.
The Graduate Certificate and Graduate Diploma of Public Relations and the Master of Arts (Professional Communication) comprise a suite of fully articulated courses. Successful completion of the Graduate Certificate of Public Relations will lead to admission into either the Graduate Diploma of Public Relations or the Master of Arts (Professional Communication) with up to 4 credit points of advanced standing. Successful completion of the Graduate Diploma of Public Relations or equivalent will lead to admission into the Master of Arts (Professional Communication) with up to 8 credit points of advanced standing.