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ALR700 - Public Relations Campaigns


2020 unit information

Important Update:

Classes and seminars in Trimester 2/Semester 2, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of your trimester or semester.

Last updated: 2 June 2020

Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Mark Sheehan




Incompatible with:


Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

1 x 2-hour seminar per week

Scheduled learning activities - cloud:

Online independent and collaborative learning activities including 1 x 2-hours seminar equivalent


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.


These are the Learning Outcomes (ULO) for this unit

At the completion of this unit, successful students can:

Deakin Graduate Learning Outcomes


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


Formulating effective communication approaches and skilfully applying them using a range of written, visual and oral modalities

GLO2: Communication


Identifying, gathering and distributing information using digital technologies

GLO3: Digital literacy


Demonstrating awareness of ethics issues, social responsibilities and cultural diversity in assessing the value and impact of promotional activity

GLO4: Critical thinking


Analysing and interpreting problems and opportunities creatively to form new perspectives

GLO5: Problem solving


Developing, planning and managing independent work to meet unit expectations and personal goals

GLO6: Self-management

These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Trimester 2:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week

Assessment 1 (Individual) – Essay

2000 words or equivalent 40% Week 6
Assessment 2 (Individual) – 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 the unit can be found on the University Library via the link below: ALR700 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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