Module 1. Public Relations Industry and the Australian Media
Topic 1: Discuss the mass media in Australia
Topic 2: Analyse the broadcast media in Australia
Topic 3: Analyse the print media in Australia
Topic 4: Analyse the other major areas of the mass media in Australia
Topic 5: Debate the current mass media philosophies

Module 2.The Promotion Industry
Topic 1: Plan promotional activities
Topic 2: Determine appropriate marketing activities
Topic 3: Coordinate promotional activities
Topic 4: Review and report on promotional activities

Module 3. Introduction to Public Relations 1
Topic 1: Have an understanding of the history of public relations
Topic 2: Understand the fundamentals of public relations
Topic 3: Understand the roles, procedures and techniques within public relations practices
Topic 4: Understand the role of public relations within an organisation

Module 4. Introduction to Public Relations 2
Topic 1: Identify and evaluate the operating procedures of selected public relations organisations
Topic 2: Model to demonstrate the open systems process and importance of strategic planning
Topic 3: Describe and discuss the structure, roles and techniques used in various media in relation to public relations
Topic 4: Examine the categories of media applicable to specific public relations programs and identify appropriate ways of advising the selected media
Topic 5: Describe the use of the ‘Four-Step Process’ in developing programs for special events
Topic 6: Examine the purpose, role and techniques used in ‘issues management’ and crises public relations
Topic 7: Demonstrate the techniques used in speech presentation for public speaking
Topic 8: Describe and discuss the interrelationship between public relations and advertising functions

Module 5. Marketing Concepts and Activities
Topic 1: Review the marketing mix of a business
Topic 2: Implement marketing activities
Topic 3: Monitor and review the marketing performance of a business

Module 6. Advertising and Direct Marketing
Topic 1: Research marketing information
Topic 2: Plan marketing activities
Topic 3: Implement marketing activities
Topic 4: Review marketing activities

Module 7. Writing for Public Relations 1
Topic 1: Develop the plans for communications with identified target audiences
Topic 2: Identify tools through which messages are communicated, and examine the appropriate writing styles
Topic 3: Develop message/media outlines to organise the process of selecting appropriate messages and channels of communication
Topic 4: Write effective and well-planned internal communication plans
Topic 5: Write various internal communication publications

Module 8. Writing for Public Relations 2
Topic 1: Write effective reports and submissions for identified target audiences
Topic 2: Write support material such as flyers, pamphlets and brochures
Topic 3: Review the message/media outline for different media
Topic 4: Adapt and develop the message for direct mail
Topic 5: Demonstrate the skills required for speech writing
Topic 6: Examine the techniques used in writing corporate identity programs
Topic 7: Write effectively for financial applications

Module 9. Research Skills and the Market
Topic 1: Identify and analyse quantitative research methods
Topic 2: Analyse the use of ethics in research
Topic 3: Apply the principles and techniques of research design
Topic 4: Prepare a research proposal
Topic 5: Identify, analyse and evaluate data
Topic 6: Review the usage of data
Topic 7: Present the data

Module 10. Identify Marketing Opportunities
Topic 1: Confirm business needs
Topic 2: Identify market needs
Topic 3: Identify marketing opportunities

Module 11. Profiling the Market—Target Marketing
Topic 1: Segment the market
Topic 2: Identify the target market
Topic 3: Profile target audience
Topic 4: Develop a positioning strategy

Module 12. Analyse Consumer Behaviour
Topic 1: Establish what is the market for a product or service
Topic 2: Assess the reasons for current levels of consumer interest
Topic 3: Recommend a focus for the marketing strategy for a product or service

Module 13. Marketing Law and Ethics
Topic 1: Have an understanding of the legal system within which the commercial sector operates
Topic 2: Demonstrate knowledge of the legal liability facing businesses from a consumer perspective
Topic 3: Identify legal regulations for businesses arising from specialist legislation and common law principles

Module 14: Event Management and Fundraising
Topic 1: Outline the development of event management and fundraising as specialist disciplines
Topic 2: Demonstrate knowledge of several major fundraising operations
Topic 3: Illustrate the importance of research to events and fundraising programs by identifying a target market
Topic 4: Prepare a grant submission for an organisation and explain the role an organisation has in fundraising activities
Topic 5: Write a media campaign to support the marketing of a fundraising event
Topic 6: Plan, budget for and implement a special event

Module 15. Breaking into the Industry
Topic 1: Assess personal strengths and weaknesses
Topic 2: Evaluate information on employment opportunities
Topic 3: Prepare a resume
Topic 4: Write a letter of application addressing key selection criteria
Topic 5: Participate in a job interview