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ALR210 - Media Relations Strategy

Year:

2022 unit information

Important Update:

Unit delivery will be in line with the most current COVIDSafe health guidelines. We continue to tailor learning experiences for each unit to achieve the best possible mix of online and on-campus activities that successfully blend our approaches to learning, working and research. Please check your unit sites for announcements and updates.

Last updated: 4 March 2022

Enrolment modes:Trimester 1: Burwood (Melbourne), Waurn Ponds (Geelong), Online
Trimester 3: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Ross Monaghan
Trimester 3: Ross Monaghan
Cohort rule:

Nil

Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

ALR206 and ALR207

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:

Trimester 1: 1 x 2-hour seminar per week

Scheduled learning activities - cloud:

Trimester 1: Online independent and collaborative learning activities including weekly engagement with materials

In-person attendance requirements:

Trimester 3: Intensive over 3.5-days at the Burwood campus

Content

The unit examines the theoretical and practical foundations of media from the perspective of the communication professions. The unit will examine the use of media in a range of organisational contexts including liaison with news outlets and the use of social media. Unit content incorporates the latest theories and trends in media consumption and creation and will ensure students are able to effectively manage future developments.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Apply the required conventions to create and/or monitor media content

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO3: Digital literacy
ULO2

Demonstrate skills in digital content creation appropriate to an organisation's media requirements

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving
ULO3

Develop clear and consistent strategic communication tactics in a tone and style appropriate for a specified audience and media channels

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving
ULO4

Critically review theories related to contemporary professional communication practice and make informed decision regarding application

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

GLO5: Problem solving

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 - Media Kit (A – 30%); Media Kit (B – 30%) 2400 words
or equivalent		 60%

Media Kit A – Week 6

Media Kit B – Week 10
Assessment 2 - Social media project 1600 words
or equivalent		 40% 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

There is no prescribed text. Unit materials are provided via the unit site. This includes unit topic readings and references to further information.

Unit Fee Information

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