Bachelor of Marketing, Advertising and Public Relations
Edith Cowan University
About
The combination of marketing, advertising, and public relations units equips students with sought after skills and knowledge in the fields of marketing and marketing communication.
Marketing:
the course provides students with the marketing skills and knowledge required to analyse customer needs, identify organisational objectives, market conditions, and existing product offerings and then to design and develop, a marketing plan and to create implement, and evaluate a marketing action plan.
It explores marketing at a local, national and international level.
Marketing communication:
the course provides students with the advertising and public relations skills and knowledge required to attract new customers, retain existing customers and to enhance the relationship with the product, brand, or organisation.
Advertising is both a science and an art.
This course includes the skills and knowledge to research customer needs and to present a product value proposition in a creative and persuasive manner.
Students will gain practical experience in both traditional and digital media and create student portfolios to showcase their talents.
Public relations units are included to enhance the communication skills of students.
Organisations employ public relations practices to enhance relationships with customers, channel partners and society.
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 | ||
|---|---|---|
| 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 * Students will be assessed to see if they have achieved the ECU minimum standard of English language proficiency in this unit. Students who don't meet the minimum standard will be provided with appropriate English language support and development.
Entry requirements
Admission requirement (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 University Readiness Assessment; or
- Experience Based Entry Scheme.
English Language requirement (Band 3)
English competency requirements may be satisfied through 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 University Readiness Assessment;
- 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 programs as defined in the Admissions Policy.
Learning outcomes
- Apply broad and coherent knowledge to a range of business situations, incorporating international/global/cultural perspectives.
- Access, analyse and critically evaluate relevant information to solve challenging business problems systematically.
- Communicate business knowledge, concepts and advice persuasively and clearly in both written and oral formats, using relevant technology.
- Collaborate effectively in team settings to produce measurable outcomes.
- 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.
Institution
