Bachelor of Business (Strategic Advertising and Public Relations)

Become a strategic advertising and public relations professional, equipped to communicate innovative products and services, business transformations, crisis responses and key organisational decisions to diverse audiences - including consumers, employees, shareholders and the broader community.

Through core business units, you'll develop a strong foundation in critical thinking, problem-solving, teamwork, business ethics and professional communication - skills that are in high demand.

Your major will focus on the strategic and creative aspects of advertising and public relations. You will:

• learn to see the bigger picture - identify opportunities, risks and trends, while considering the interests of key stakeholders
• explore how to align advertising and public relations strategies with organisational values and goals, and provide strategic advice to organisational leaders
• master the art of clear, engaging messaging across platforms. Learn to communicate complex messages, tailor communications to different audiences and channels, and plan and evaluate advertising and public relations campaigns
• gain hands-on experience using digital tools, including Gen-AI, to create content that connects with diverse audiences
• explore how to manage intangible assets like brand identity and organisational culture. You'll learn how to communicate a brand consistently, effectively communicate with employees and shape an organisation's culture through communication
• learn how to identify stakeholder needs, develop stakeholder engagement strategies and build powerful relationships
• understand what drives people and how to reach them. You'll use data and apply theory to real-world situations to design communication strategies that make an impact
• develop the skills to manage risks, mitigate against misinformation and disinformation, adapt and respond to crises, and protect organisational reputation.

You can further personalise your studies through a second major to broaden your expertise, a minor to gain focused knowledge in a niche area, or electives to explore your diverse interests.

Real-world learning

From your very first semester, you'll engage in practical, real‑world learning experiences with our industry and community partners, ensuring you graduate with a portfolio showcasing your first‑hand business expertise.

You'll take part in activities that mirror authentic business environments such as pitching to real companies, analysing live cases and tackling current business challenges. Work Integrated Learning (WIL) projects are embedded into your units allowing you to work on a current challenge or opportunity one of our industry partners is facing.

In addition, our WIL program offers internship opportunities with leading organisations, helping you build valuable professional networks and gain practical industry experience.

Careers and outcomes

Graduate ready to excel in a wide range of diverse roles across strategic communication, advertising and public relations. You'll be equipped to work in full-service agencies, media organisations, corporate communication and marketing teams, non-profit organisations, government departments or even launch your own venture.