PR and Advertising

The Bachelor of Public Relations (PR) and Advertising at the University of New South Wales offers students a comprehensive understanding of the strategic communication practices essential for success in the dynamic fields of public relations and advertising. This program is designed to equip students with the theoretical knowledge and practical skills necessary to craft compelling messages, manage brand reputation, and develop innovative campaigns across various media platforms. Throughout the course, students will explore key areas such as media relations, crisis communication, digital marketing, market research, consumer behavior, and storytelling techniques. The curriculum emphasizes experiential learning, allowing students to participate in real-world projects, internships, and industry collaborations that foster practical expertise and professional networks. By engaging with contemporary issues and ethical considerations in communication, graduates are prepared to navigate the evolving landscape of media and public perception. The program also emphasizes teamwork, strategic thinking, and effective communication skills, enabling graduates to excel in diverse roles within PR, advertising agencies, corporate communications, nonprofit organizations, and government sectors. With access to state-of-the-art facilities and experienced faculty members who are active practitioners in the field, students will develop a nuanced understanding of branding, media planning, and social media strategies. The Bachelor of PR and Advertising aims to cultivate innovative, ethical, and socially responsible communication professionals ready to lead and influence in a globalized media environment. Graduates emerge from the program with the ability to analyze audiences, develop targeted messaging, and implement integrated communication campaigns that achieve organizational goals. Overall, this program provides a solid foundation for a rewarding career in public relations and advertising, preparing students to meet the challenges of today’s fast-paced, digitally-driven communication landscape.

The UNSW BMedia (PR&A) can be completed full-time in Single mode (normally 3 years), in Dual mode (the equivalent of two years full-time study) or part-time. The basic requirements of the program are simple. The BMedia (PR&A) has a depth component and a breadth component. If you are enrolled in Single mode you do both the depth and breadth component while in Dual mode you only complete the depth component.

If you study in either the single or dual mode, you will complete:

1. 36 UOC of Media Studies core and prescribed electives
2. 60 UOC of PR and Advertising core and prescribed electives

If you study in the single mode, you will also complete:

1. An optional home minor stream of 24 UOC (four courses) selected from the list of UNSW BA approved home minor streams
2. 12 UOC of Free Electives (two courses) which can be taken within or outside the Faculty of Arts and Social Sciences
3. 12 UOC of General Education (two courses) which must be taken outside of the Faculty of Arts and Social Sciences

OR

1. An optional external minor stream of 24 – 36 UOC (four to six courses) selected from the list of UNSW BA approved external minor streams*
2. 12-24 UOC of Free Electives (four courses) including at least 12 UOC taken within the Faculty of Arts and Social Sciences.

*An external minor satisfies the 12 UOC of General Education required in the single program.

Please refer to the list of optional minors under "Area(s) of Specialisation".

OR

1. 12 UOC of Arts and Social Sciences Prescribed Electives (two courses) of any other courses offered from within Arts and Social Sciences
2. 24 UOC of Free Electives (four courses) which can be taken within or outside the Faculty of Arts and Social Sciences
3. 12 UOC of General Education (two courses) which must be taken outside of the Faculty of Arts and Social Sciences

Dual mode is available in 3559 Commerce/Media (PR & Advertising), 4818 Design (Honours)/Media (PR & Advertising), 3476 International Studies/Media (PR & Advertising), 3463 Music/Media (PR & Advertising), 3467 Music (Honours)/Media (PR & Advertising) and 4751 Media (PR & Advertising)/Law.

Core Courses

Media Core

• ARTS1090 Media, Culture & Everyday Life (6 UOC)
• ARTS1091 Media, Society, Politics (6 UOC)

PR and Advertising Core

Level 1

• MDIA1002 Media Industry Contexts (6 UOC)
• MDIA1003 Public Relations Principles (6 UOC)

Level 2

• MDIA2005 Advertising (6 UOC)
• MDIA2006 Communication Strategies (6 UOC)

Level 3

• MDIA3000 Public Relations Discourse (6 UOC)
• MDIA3003 Media Portfolio (6 UOC)
• MDIA3005 Social Innovation & Engagement (6 UOC)
• MDIA3008 Crisis Communication (6 UOC)

Prescribed Electives

Media

Level 2
You will complete any two of the following:

• ARTS2091 Mobile Cultures (6 UOC)
• ARTS2092 Global Media (6 UOC)
• ARTS2093 Social Media (6 UOC)
• ARTS2095 Digital Tech and the Self (6 UOC)

Level 3
You will complete any two of the following:

• ARTS3091 Advanced Media Issues (6 UOC)
• ARTS3092 Media in Asia-Pacific (6 UOC)
• ARTS3093 Media Power (6 UOC)
• ARTS3096 Media and Climate Change (6 UOC)
• ARTS3097 Current Debates in Media (6 UOC)
• MDIA3007 Media Internship (6 UOC)

PR and Advertising

You will complete any two of the following:

• ARTS1010 Life of Words (6 UOC)
• ARTS1060 Introduction to Film Studies (6 UOC)
• ARTS1062 Hollywood Film (6 UOC)
• ARTS2063 National Cinemas (6 UOC)
• ARTS2091 Mobile Cultures (6 UOC)
• ARTS2093 Social Media (6 UOC)
• ARTS2094 Visual Communication (6 UOC)
• ARTS2095 Digital Tech and the Self (6 UOC)
• ARTS2128 Art, Activism, Publics (6 UOC)
• ARTS3092 Media in Asia-Pacific (6 UOC)
• ARTS3093 Media Power (6 UOC)
• ARTS3872 Media Publics (6 UOC)
• HUMS2000 Arts Internship (6 UOC)
• MARK1012 Marketing Fundamentals (6 UOC)
• MDIA1000 Time, Space and Experience (6 UOC)
• MDIA1004 News Reporting (6 UOC)
• MDIA2000 Animating Media (6 UOC)
• MDIA2002 Analysing Media Communication (6 UOC)
• MDIA2003 Advanced Media Writing (6 UOC)
• MDIA2007 Political Communication (6 UOC)
• MDIA2010 Serious Games (6 UOC)
• MDIA3006 Production Studio (6 UOC)
• MDIA3007 Media Internship (6 UOC)
• MDIA3009 Brand Comms & Culture (6 UOC)

UNSW Arts and Social Sciences Prescribed Electives

Arts and Social Sciences Prescribed Electives are any courses chosen by you from the offerings of UNSW Arts and Social Sciences for which you are qualified to enrol. You can add depth to your program by completing more PR & Advertising Electives or undertake other courses from other areas of study within the Faculty.

Free Electives

A Free Elective is any course offered either within or outside UNSW Arts and Social Sciences into which you can enrol.

• ARTS2050 Academic Writing for the Humanities (6 UOC)
• HUMS1005 Personalised English Language Enhancement (6 UOC)

These courses, ARTS2050 and HUMS1005, can be counted as UNSW Arts and Social Sciences Prescribed Electives or Free Electives.

General Education

General Education is the completion of two courses (12 UOC) offered outside UNSW Arts and Social Sciences. This requirement is met if an external minor (for example, Economics) is completed. Indigenous Studies courses (ATSIxxxx) can be studied as General Education only if you are not following a minor in Indigenous Studies.

Award with Distinction

You are eligible for the award of your Pass Degree "with Distinction" if you achieve a Weighted Average Mark (WAM) of at least 75 in all courses and complete at least 50% of the requirements of your award at UNSW.

Honours

Once you have completed your Bachelor of Media (PR and Advertising) (in either Single or Dual mode) you can apply for admission to do an Honours year in the Bachelor of Media (Honours) program 4510. Entry to Honours requires a WAM of 70 or higher in the stream in which you want to study at Honours level.

Bachelor of Media (Honours) program 4510

Sample Program

Bachelor of Media (Public Relations and Advertising) - Sample Program for Single Mode(Example Only)

Below is a guide to help you enrol in your program. To be full-time you must enrol in 24 UOC each semester.

• High school degree
• IELTS Academic version only 6.5 overall (min. 6.0 in each subtest)
• TOEFL Internet-based Test (iBT) 90 overall (min.23 in writing, 22 in reading, listening and speaking)
• TOEFL Paper-based Test  (PBT) 577 overall (min. 5.0 in TWE)

The Bachelor of Public Relations and Advertising at the University of New South Wales offers a comprehensive curriculum designed to prepare students for diverse professional roles within the communications industry. Tuition fees for domestic students are approximately AUD 10,000 to AUD 15,000 per year, depending on full-time or part-time enrolment, with various options for scholarships and financial aid available to support students financially. International students can expect tuition fees ranging from AUD 40,000 to AUD 50,000 annually, reflecting the program's prestige and the university’s investment in quality education.

Students are encouraged to explore various funding options, including government loans, such as the Commonwealth Supported Places (CSP) programs, although these are primarily available for domestic students. Many students also utilize university-specific scholarships based on merit, financial need, or specific talents, which can significantly offset the cost of studies. Part-time work opportunities are available within the university campus and in the surrounding Sydney area, allowing students to gain work experience and support their finances during their studies.

The university offers financial planning advice through its Student Hub, assisting students in understanding budgeting, loan options, and financial management strategies. For international students, additional expenses such as health insurance (Overseas Student Health Cover - OSHC), accommodation, transportation, and living costs should be considered. The university recommends that international students budget approximately AUD 20,000 to AUD 25,000 per year for living expenses.

Students are also encouraged to investigate external scholarships from government agencies, private foundations, and industry partners, which can provide additional financial assistance. The university's flexible study options and support services are designed to help students balance their academic pursuits with financial responsibilities, ensuring that pursuing a degree in Public Relations and Advertising remains financially accessible. Overall, prospective students are advised to plan their finances carefully and explore all available funding opportunities to support their educational goals at UNSW.

The Bachelor of Principal Arts (PR and Advertising) at the University of New South Wales is a comprehensive undergraduate program designed to equip students with foundational knowledge and practical skills in public relations and advertising. The curriculum covers a broad spectrum of topics, including strategic communication, media planning, campaign development, brand management, digital marketing, and media ethics. Students gain theoretical insights into the role of communication in society, alongside hands-on experience with industry-standard tools and platforms. The program emphasizes the importance of ethical practices, cultural awareness, and innovative thinking in shaping effective public relations and advertising strategies. Students also have opportunities to engage in real-world projects, internships, and industry placements to enhance their employability and practical understanding of the field. Throughout their studies, students develop critical writing, presentation, and digital communication skills essential for success in fast-paced media environments. The faculty comprises experienced professionals and researchers dedicated to delivering a curriculum aligned with current industry standards and emerging trends. The program aims to produce graduates who are articulate, creative, and strategic thinkers capable of managing communication challenges across various sectors including government, non-profit, corporate, and entertainment industries. Upon graduation, students are prepared for roles such as public relations officer, advertising executive, media planner, brand manager, or communication consultant. The university also offers opportunities for further specialization or postgraduate study, facilitating ongoing professional development. This program underscores UNSW’s commitment to cultivating innovative, socially responsible communicators who can navigate and influence the evolving digital landscape.