Bachelor of Business (Public Relations)

3 Years On Campus Bachelors Program

University of Melbourne

Program Overview

Program Overview:
The Bachelor of Business (Public Relations) at the University of Wollongong (UOW) blends essential business knowledge with specialised PR skills. You’ll develop the ability to craft strategic communications, manage stakeholders, and handle media and events, while gaining a strong foundation in business management. This program is perfect for students who want to work across media, events, digital platforms, or corporate communications, and who are looking for a versatile degree to thrive in today’s fast-changing business world.

Curriculum Structure:

Year 1
Your first year gives you a solid understanding of how businesses operate. You’ll cover key areas such as marketing, accounting, and organisational behaviour, while developing essential skills in business communication and marketing principles. This year is all about learning to think like a business professional, both in a local and global context.

Year 2
In your second year, you start to focus on PR-specific subjects. Units like Public Relations Writing and Public Relations Concepts help you practice storytelling and stakeholder communication, while Digital Marketing shows you how online platforms influence public relations. You’ll gain practical skills that prepare you to engage audiences effectively across multiple channels.

Year 3
In your final year, you’ll bring everything together in a capstone project, working on a real-client PR campaign. You’ll also deepen your expertise with subjects such as Corporate Identity and Branding and Creative Public Relations Campaigns, preparing you to step confidently into the professional world with hands-on experience.

Focus Areas:

Strategic stakeholder engagement
Campaign design and execution
Corporate reputation management
Digital and social media communication
Integrating business principles with PR practice

Learning Outcomes:
By the end of this degree, you will be able to:

Apply core business knowledge in professional contexts
Communicate effectively both in writing and orally
Analyse organisational challenges and develop PR strategies
Work collaboratively in team settings
Use digital tools and technologies in communication
Make responsible decisions within business and PR environments

Professional Alignment:
The Faculty of Business & Law at UOW is accredited by AACSB International, one of the world’s leading business accreditation bodies, highlighting the quality and global recognition of your degree. Graduates of the PR major may also be eligible to join Communication & Public Relations Australia (CPRA), helping you connect with the professional PR community.

Reputation & Employability:
UOW is recognised internationally for excellence in business education, with its faculty ranked among the top 6% of business schools worldwide through AACSB accreditation. This global recognition signals strong employer confidence and excellent career outcomes for graduates.

Experiential Learning (Research, Projects, Internships etc.)

If you’re thinking about the Bachelor of Business (Major: Public Relations) at the University of Wollongong, here’s how this program goes beyond lectures and textbooks to give you real‑world skills and experience.

From the very beginning, this degree is designed so you’re not just learning theory — you’re actively practicing business communication and stakeholder management. In your first year, you’ll build a solid foundation across all key business areas, and as you progress, you’ll start specialising in public relations. In your later years, you’ll take on a capstone project that involves working with students from other disciplines, and you’ll even have the opportunity to complete an internship that counts towards your degree.

Experiential learning opportunities include:

Working with real clients on real challenges: In the Public Relations major, you’ll collaborate with organisations like St John Ambulance NSW and Football South Coast, creating and running PR campaigns that make a real impact.
A final-year capstone project: This brings together all your skills and knowledge, giving you the chance to work in a team with students from other fields to tackle a real business or communication challenge.
Internship options for credit: You can apply for an internship while studying, gaining hands-on industry experience that also contributes towards your degree.
Flexible delivery: Whether you’re on campus or studying remotely, virtual and online classes let you gain experience in digital communication and real-time collaboration.

Plus, the program is part of a business school accredited by AACSB, which means the teaching, resources, and industry engagement meet internationally recognised standards.

Progression & Future Opportunities

Graduate Outcomes Summary
With this degree, you’ll be well-prepared to take on roles like Business Analyst, Project Coordinator, Sales Manager, or Communications Advisor—and build a career that’s dynamic and rewarding, not just an entry-level position. The program equips you with broad business knowledge alongside specialist PR skills, making you adaptable and highly sought after by employers.

Progression & Future Opportunities
UOW’s Careers & Employability Service supports you every step of the way, helping with résumé building, interview preparation, workplace connections, and networking events. This hands-on guidance ensures you gain real-world experience and professional connections while you study.

In the 2022 Graduate Outcomes Survey, UOW graduates achieved an impressive 80.2% full-time employment rate (up from 65.5% in 2021), with a median full-time salary of AUD 67,800.

The UOW Business & Management School is AACSB accredited, which means the program meets globally recognised standards for business education—adding long-term value to your qualification.

The degree also includes a capstone subject and optional internship, giving you the chance to work on real campaigns for actual clients—past projects have included organisations like St John Ambulance NSW and Football South Coast. This practical experience strengthens your readiness to step straight into the workforce.

Graduates from UOW’s business and marketing programs go on to work with leading organisations such as EY, Deloitte, Westpac, KPMG, and Google, highlighting the strong industry connections and recognition of your qualification.

Further Academic Progression
After completing this degree, you could continue your studies with a master’s or honours-level qualification. UOW also offers an Integrated Master’s (IM) pathway, where the Bachelor of Business serves as the first three years, followed by a master’s, allowing you to complete a master’s degree in just four years.