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public relations, promotion and marketing course
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public relations, promotion and marketing course







 

public relations, promotion and marketing course

Public Relations, Promotion & Marketing
Diploma PRM15, SoA
Business, Education & Industry

This course has been developed against industry requirements. It is packed with practical real-life activities and you will have real writing projects to undertake. In addition, you can access the online activities in the eLearning Centre to further practise and test your knowledge and skills. And you can talk with other students from all over the country in the Student Forum.

Your course is made up of tutorial workbooks (lessons), assignment projects and printed/online supplements. You have up to 5 years to complete your course and graduate or Fast Track your course over weeks or months.

public relations, promotion and marketing course
When you successfully complete your course you will be awarded:

Diploma of Business (Public Relations, Promotion and Marketing)


plus a Statement of Attainment from the Certificate IV in Small Business Management BSB40407 for 7 units of competency
public relations, promotion and marketing course

Tutorial 1. Public Relations Industry and the Australian Media
Topic 1: Industry Overview
Topic 2: Development of the mass media in Australia
Topic 3: The media and public relations relationship
Topic 4: Broadcast media
Topic 5: Print media
Topic 6: Other media
Topic 7: Mass media
Topic 8: Writing terminology
Topic 9: Tools and references
Topic 10: Network contacts

Tutorial 2.The Promotion Industry
Topic 1: The roles and the responsibilities of the
promotion industry
Topic 2: The organisation’s marketing plan and budgets
Topic 3: Planning processes for promotional activities
Topic 4: Principles and techniques of public relations and product promotion
Topic 5: Consulting with agencies
Topic 6: Product and service standards and best practice
Topic 7: Customer service policies and procedures
Topic 8: Obtaining and analysing customer feedback

Tutorial 3. Introduction to Public Relations 1
Topic 1: History of public relations
Topic 2: PR techniques: Events, press releases, press kits
Topic 2: The four-step PR process model
Topic 3: Public relations Roles
Topic 4: Social trends and PR
Topic 5: Functions and techniques of public relations
Topic 6: How a PR department or agency works
Topic 7: Communication theories and processes
Topic 8: Internal public relations

Tutorial 4. Introduction to Public Relations 2
Topic 1: Introduction to public relations
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: Issues management and crisis public relations
Topic 7: Techniques in speech presentation
Topic 8: Advertising and public relations functions

Tutorial 5. Marketing Concepts
Topic 1: Understanding marketing concepts
Topic 2: Cost-benefit analysis
Topic 3: Understanding your customer
Topic 4: Understanding products
Topic 5: Product life cycle (PLC)
Topic 6: Brand awareness
Topic 7: Pricing the product or service
Topic 8: Getting the product or service to the customer
Topic 9: The promotional mix

Tutorial 6. Advertising and Direct Marketing
Topic 1: Different forms of advertising (referral, print, television, radio, online, merchandising, telemarketing, direct mail, direct sales, outdoor advertising)
Topic 2: Costs of advertising
Topic 3: Guidelines for writing advertisements
Topic 4: How direct marketing works
Topic 5: Costs of direct marketing
Topic 6: Running a direct marketing campaign
Topic 7: Evaluating the effectiveness of a campaign

Tutorial 7. Writing for Public Relations 1
Topic 1: Planning the writing process
Topic 2: Writing for different styles
Topic 3: Developing the message
Topic 4: Writing internal communication plans
Topic 5: Writing internal communication publications
Topic 6: Writing the company newsletter

Tutorial 8. Writing for Public Relations 2
Topic 1: Effective report and submission writing
Topic 2: Writing support materials
Topic 3: Developing direct mail
Topic 4: Speech writing
Topic 5: Writing for corporate identity
Topic 6: Financial communications and report writing

Tutorial 9. Research Skills and the Market
Topic 1: Research for public relations
Topic 2: Qualitative and quantitative research
Topic 3: Research types and methods
Topic 4: Analysing and presenting data
Topic 5: The customer and the business
Topic 6: Competitive positioning
Topic 7: Monitoring marketing trends
Topic 8: Researching new and emerging markets

Tutorial 10. Identify Marketing Opportunities
Topic 1: Understanding the business
Topic 2: Identifying market needs
Topic 3: Marketing strategies
Topic 4: Identifying marketing opportunities
Topic 5: The marketing plan

Tutorial 11. 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

Tutorial 12. 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
Topic 5: Marketing mix
Topic 6: The promotional budget

Tutorial 13. Marketing Law and Ethics
Topic 1: Australian industry practices
Topic 2: Regulatory bodies and PRIA Code of Ethics
Topic 3: Consumer and contract law
Topic 4: Advertising regulations
Topic 5: Restrictive trade practices
Topic 6: Intellectual and industrial property
Topic 7: Consumer credit
Topic 8: Agency law

Tutorial 14: Event Management and Fundraising
Topic 1: Introduction to event management
Topic 2: Types of events and venue arrangements
Topic 3: Planning and coordinating the event
Topic 4: Organising a conference
Topic 5: Budgets and proposals
Topic 6: Fundraising in Australia
Topic 7: Organising fundraising events

Tutorial 15. Breaking into the Industry
Topic 1: Different jobs in the industry
Topic 2: What you need to know about the industry
Topic 3: The importance of the sales role
Topic 4: Your resume and job application
Topic 5: Make a presentation
Topic 6: Freelance consulting


Statement of Attainment from the Certificate IV in Small Business Management BSB40407

Promote the business BSBSMB403A
Undertake marketing activities BSBMKG414A
Write complex documents BSBCMN420A
Analyse and present research information BSBRES401A
Identify Marketing Opportunities BSBMKG302A
Profile the market BSBMKG401A
Analyse consumer behaviour for specific markets BSBMKG402A

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public relations, promotion and marketing course

Employability Skills are skills that apply across a variety of jobs and life contexts. They are sometimes referred to as key skills, core skills, life skills, essential skills, key competencies, necessary skills, and transferable skills. Industry’s preferred term is Employability Skills.

Employability Skills are defined as ‘skills required not only to gain employment, but also to progress within an enterprise so as to achieve one's potential and contribute successfully to enterprise strategic directions’.

There are eight Employability Skills: communication, teamwork, problem solving, initiative and enterprise, planning and organising, self-management, learning, and technology.

You can review the Employability Skills for this qualification at: http://employabilityskills.training.com.au

Enter the following code into the search bar: BSB40401

For an outline and facts booklet, click on Free Facts Pack. Download it or have it mailed to you.