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.