BACHELOR OF BUSINESS (PR)
ACADEMIC + PROFESSIONAL SKILLS
This unit aims to introduce students to the academic, communication and business skills required to be successful within a personal and professional context. It takes a broad and integrated approach in supporting students and preparing them for a happy and fulfilling career. Underpinned by the principles of positive education, the unit initially focuses on supporting students’ transition into Macleay College and developing their academic performance. Through a range of engaging learning experiences, the continuing development of information literacy, communication and interpersonal skills will be encouraged and facilitated. Students then extend these concepts and skills to assist with the transition to their future career plans and goals though focusing on the transferable employability skills necessary to be effective in the emerging economy.
FOUNDATIONS OF MARKETING
The marketing unit introduces this discipline in both theoretical and practical aspects, as students will learn key concepts and frameworks and how to apply those to solve marketing-related issues in businesses. Given the importance of marketing in the current business context, this unit provides an overall foundational understanding of the functions of marketing in a broad range of business scenarios. This unit provides an overview of the marketing discipline and explains how marketing forms part of managing a business. In this unit , students will learn principles of marketing, including market research, consumer behaviour, target audience segmentation strategy, as well as the marketing mix of Product, Price, Promotion and Place (Distribution).
This unit equips students to confidently and competently enter the business world – with a clear understanding of management theory, thinking and practice including decision making and strategy, business acumen and ethics as well as people and stakeholder management. Business case studies are used to facilitate student’s understanding of current business trends as well as the ever-changing issues facing Australian businesses in both a local and a global context.
BUSINESS RESEARCH + INSIGHT
In this unit, students will learn how to understand and use research to make insightful business decisions and to understand their intended target audiences. Students learn how to develop, understand and interpret research in business. Research provides detailed information for leadership, business strategy, as well as marketing and strategic communications decision-making. In this unit, students develop knowledge of research principles and practices, critical analysis and creative thinking in order to design, manage and interpret research projects. The delivery of the unit incorporates a range of teaching and learning strategies including face-to-face lectures, tutorials, workshops, class discussions, collaborative group activities, student presentations, independent student research and reading. Students also collaborate with their peers to apply a range of research approaches in order to understand how research strategies and tools are developed and implemented.
ENTERPRISE + INNOVATION 1
This subject encourages entrepreneurial behaviour through the introduction of the principles of entrepreneurship, the process of creativity and innovation and the impact of this process on the success of new enterprise creation. On completion of this subject you’ll have an increased understanding of entrepreneurship and the significance of innovation in small and medium-sized enterprises (SME’s). The associated skills and techniques acquired provide a strong foundation for both new product/service development and the launch of an entrepreneurial or corporate new venture
INTRODUCTION TO BUSINESS ACCOUNTING
This unit aims to provide non-accounting students with a broad, business-based introduction to conceptual foundations of accounting and the use of accounting information to assist in key areas such as planning, controlling, reporting and decision making. It introduces students to basic concepts and functions such as the balance sheet, income statements, cash flow statements, techniques for analysing financial statements and investment decisions, full costing and managing working capital. By the end of the unit students will have developed the understanding and skills necessary to help them make informed basic financial management decisions.
INTRODUCTION TO PUBLIC RELATIONS
This subject examines the role and responsibilities of a PR practitioner in the context of business communications. The subject includes mass media and digital media environments in Australia and will help you develop an understanding of the importance of relationship building and various ways this can be achieved. You will also examine a variety of strategic communication tools available to a PR practitioner and the way they are used in professional practice.
ENTERPRISE + INNOVATION 2
This unit will expose students to the process of entrepreneurship and creativity. This module is about learning by doing - applying entrepreneurial thinking to the development of viable business concepts. On completion, students will know how to develop and evaluate innovative, sustainable, investment-ready business ventures, and it's even quite possible that some of these student-led ventures will spin out of the classroom and into the real world.
BUSINESS LAW, COMPLIANCE + GOVERNANCE
This unit introduces students to the legal and compliance framework for conducting business in Australia. Topics will include a background to legal systems, the structure of the business entities, principal business law topics such as contracts and tort, insurance, and consumer and competition law.
DIGITAL BUSINESS COMMUNICATIONS
This unit introduces students to the challenges and opportunities offered through the use of digital communications in business. Communication has always been a fundamental component of doing business. Throughout history there have been many innovations and changes to the ways in which we communicate. However, the advent of digital communications has resulted in major shifts in the way we communicate in society as whole, not just business. Today, most people are 'always connected' via their mobile devices. Digital communications have changed the way we identify with one another and form communities. Given the ubiquitous nature, the ability to effectively communicate in the digital world is vital for all.
INDUSTRY PRACTICE 1
This unit equips students with foundation skills required to work effectively in various industry contexts and to develop their knowledge of the workplace and the key skills and attributes that future employers will be likely to be seeking in graduates establishing their career. To introduce students to concepts relevant to career planning and development, students will engage with case-studies and practical examples to develop understanding of theoretical concepts. There is a strong focus in this unit on developing relevant strategy development and business communication skills, negotiation skills, and reflective skills.
BACHELOR OF BUSINESS (PR)
APPLIED BUSINESS FINANCE
This unit explains the fundamentals of finance, addressing areas such as financial markets and financial decision-making. The unit analyses the role of borrowers, lenders, equity, security issuers, and purchasers, and the sources of value for each. The unit also addresses the quantitative techniques of financial valuation, including discounting, present valuation, determination of rates of return, and decision tools such as ‘net present value’ and ‘internal rate of return’. By the end of the unit, students will have developed the understanding and skills necessary to help them make informed financial management decisions.
INTERNATIONAL BUSINESS ECONOMICS
This unit provides students with a basic understanding of the economic influences on business. This course offers a comprehensive exploration of the economic principles, theories, and strategies that underlie international business operations. As businesses increasingly engage in global markets, understanding the intricacies of international trade, supply chain management, and market dynamics becomes crucial for success.
PUBLIC RELATIONS WRITING
This subject will teach you about the range of communication tools available to PR professionals including media releases, fact sheets, briefs, FAQs, speeches and research surveys. You’ll be examining the legal and ethical considerations associated with written material as well as learning how to communicate an idea or concept for a business through persuasive language and presentation of information.
INTRODUCTION TO BUSINESS METRICS
This unit introduces students to the quantifiable measures used to track, monitor and assess the success or failure of business performance and various business processes. The main goal of measuring business metrics is to track cost management or to maximise revenue opportunities. The overall goal of employing them is to communicate a company's progression toward certain long and short-term strategic objectives. Business metrics is also the study of qualitative measures used to provide leading indicators for an organisation. These involve metrics pertaining to customer satisfaction, quality of customer service, the success of marketing campaigns and brand loyalty. The combination of quantitative and qualitative metrics provides a clearer picture of an organisation’s performance and future potential.
This unit aims to introduce students to the concepts of strategy and strategic management by outlining the strategic management process and examining the different frameworks and approaches to crafting and implementing a strategy. Strategic Management covers strategic analysis, strategic thinking, strategic planning, strategy implementation and review. This involves learning about and applying a range of techniques, frameworks and tools used in the strategic management process of organisations. The unit will focus on a range of case studies to explore the practical application of these tools. The unit also critically examines traditional views of strategy by introducing a range of present-day issues, challenges and debates in the field of strategy.
Project Management processes are what moves the project from initiation through all its phases to a successful conclusion. This course helps students develop a detailed understanding of project management by developing an understanding of the project management processes applicable to various project types and industries as well as covering approaches to reviewing, monitoring and improving these processes. The course content is aligned to industry and global best practice benchmarks for project management, including PMBoK, PRINCE2, Six Sigma, Lean, Agile and the National Competency Standards for Project Management. The course involves a balance of lectures and practical activities, which students undertake in small groups. Specifically, this unit aims to explore the nature and purpose of project management in the context of economic enterprise, develop knowledge of various models and frameworks for the practical application of project management; and explore core elements of effective project management with particular focus on technological development and innovation.
PUBLIC RELATIONS STRATEGY
This subject introduces you to the steps required to develop creative strategies for PR businesses. You’ll be analysing and evaluating creative ideas and strategies in response to a PR brief. You’ll also be formulating concepts and make decisions on the best communication strategies to be used in the development of a professional PR strategy presentation and learn how to deliver this confidently. You’ll be learning about client pitch processes including how to deliver key messages and ideas with influence and confidence. You’ll be learning about evaluation methodologies which analyse the success of campaigns and you’ll be undertaking research to identify audiences, behaviours and perceptions during the campaign process.
LEADERSHIP + CHANGE MANAGEMENT
This unit aims to introduce students to the concepts of leadership ad change management by outlining perspectives on leadership and management by examining different models and theories. Leadership & Change Management covers: leadership styles, traits, behaviours & attitudes; Emotional Intelligence (EQ); change management processes & models; organisational change; and implementing and communicating change. This involves learning about and applying a range of frameworks, models and tools used in leadership and management. This unit will involve critically examining the different perspectives and models of leadership & change management by introducing a range of present-day issues, challenges, and debates in this field.
ETHICS + DECISION MAKING
For generations, managers and leaders have wondered about what they might do when confronted by a particularly troublesome ethical dilemma in their organisation. In this unit, students will learn the nature of these dilemmas, ethical leadership and socially responsible organisations, looking at the ethical and moral frameworks that guide ethical decision-making in the corporate sphere. The unit explores how ethical decision-making impacts on organisational processes and work practices and how leadership at all levels in organisations is critical for creating an ethical, socially responsible organisational culture. Effective leaders and organisations understand that ethics and social responsibility are integral components of a sustainable business
BUSINESS SUSTAINABILITY + INNOVATION
This unit will examine how the increased pace in technological development and globalisation provides opportunities and challenges for both business and society in the 21st century. Organisations that successfully manage innovation see strong growth and financial performance and make significant contributions to their society, yet managing innovation is neither easy nor automatic as most management training is designed to maintain stability, not to embrace change. Students will develop an understanding of all phases of idea generation, concept development and the commercialisation of new business models, processes, products and services to respond to societal challenges. Students will also develop the skills to identify opportunities for sustainable growth and analyse and synthesise information in order to develop solutions to improve the long-term sustainability of a business of organisation.
INDUSTRY PRACTICE 2
In this final capstone Industry Experience unit, students will have the opportunity to carry out an industry based project. Students will apply their knowledge gained in other units and/or in their area of specialisation. The unit aims to provide students with the opportunity to carry out advanced project work in a setting and manner that fosters the development of workplace-ready skills. The results will be presented in a project report and a presentation to a panel of academics and industry to ensure that they meet industry level standards and expectations. Students will complete a career portfolio that represents them at a high level within the market as they seek employment in their chosen field(s) following graduation.