ALR700 - Public Relations Campaigns
Unit details
Year | 2025 unit information |
---|---|
Enrolment modes: | Trimester 2: Burwood (Melbourne), Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Unit Chair: | Trimester 2: Thaera O'Brien |
Cohort rule: | Nil |
Prerequisite: | Nil |
Corequisite: | Nil |
Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 2-hour on-campus seminar per week |
Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 2-hour online seminar per week |
Typical study commitment: | Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
Content
Public relations campaigns are the planned and structured efforts to influence the behaviour, beliefs or attitudes of identified target publics. This unit is designed to apply and extend the knowledge of the public relations campaign, a key component of public relations practice. Students will examine the theories and models which work behind major campaigns and critically analyse existing campaigns.
Learning Outcomes
ULO | These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can: | Alignment to Deakin Graduate Learning Outcomes (GLOs) |
---|---|---|
ULO1 | Evaluating and applying relevant discipline knowledge in the field of public relations within a range of social, political and cultural contexts | GLO1: Discipline-specific knowledge and capabilities |
ULO2 | Formulating effective communication approaches and skilfully applying them using a range of written, visual and oral modalities | GLO2: Communication |
ULO3 | Identifying, gathering and distributing information using digital technologies | GLO3: Digital literacy |
ULO4 | Demonstrating awareness of ethics issues, social responsibilities and cultural diversity in assessing the value and impact of promotional activity | GLO4: Critical thinking |
ULO5 | Analysing and interpreting problems and opportunities creatively to form new perspectives | GLO5: Problem solving |
ULO6 | Developing, planning and managing independent work to meet unit expectations and personal goals | GLO6: Self-management |
Assessment
Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
---|---|---|---|
Assessment 1: Essay | 2000 words or equivalent | 40% | Week 6 |
Assessment 2: Industry Based Project | 3000 words or equivalent | 60% | Week 11 |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning resource
The texts and reading list for ALR700 can be found via the University Library.
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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