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ALR700 - Public Relations Campaigns

Year:

2021 unit information

Important Update:

Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester.

Thank you for your flexibility and commitment to studying with Deakin in 2021.

Last updated: 4 June 2021

Enrolment modes:Trimester 2: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Gabi Mocatta
Cohort rule:

Nil

Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

ALR600

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

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.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
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

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

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 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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