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ALR300 - Public Relations Campaigns and Practice

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 2: Burwood (Melbourne), Waurn Ponds (Geelong), Cloud (online), CBD*

Credit point(s):2
EFTSL value:0.250
Unit Chair:Trimester 2: Ross Monaghan
Cohort rule:

Nil

Prerequisite:

Two units - one of ALR103 or ALR104 and one of ALR207 or ALR210

Corequisite:

Nil

Incompatible with:

ALC300, ALC400, ALR400

Typical study commitment:

Students will on average spend 300-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

Burwood: 1 x 1-hour class per week and 1 x 2-hour seminar per week

Waurn Ponds: 1 x 2-hour seminar per week

Scheduled learning activities - cloud:

Online independent and collaborative learning activities including: 1 x 1-hour class per week (recordings provided), online learning tasks (2-hour per week equivalence)

Note:

*CBD refers to the National Indigenous Knowledges, Education, Research and Innovation (NIKERI) Institute; Community Based Delivery

Content

The unit provides students with the opportunity to design a public relations campaign from start to finish. The unit requires major fieldwork on a campaign of the student's choice designed to apply and extend knowledge of public relations practice. Topics as background for the campaign proposal include theory and models; research; planning; public opinion; presentations and evaluation. Campaigns can be proposed based on the particular interest area of the student.

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 precise theoretical and background knowledge in public relations to the development of a public relations campaign

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

ULO2

Research and analyse a real-world client's internal and external environments and communication problems and/or opportunities

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving

GLO6: Self-management

GLO7: Teamwork

ULO3

Design and evaluate a strategic professional public relations campaign

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving

GLO6: Self-management

GLO7: Teamwork

ULO4

Deliver a persuasive and professional standard oral presentation of a campaign proposal

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO6: Self-management

GLO7: Teamwork

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 - Research report 1600 words
or equivalent
20% Week 5
Assessment 2 (Group) - Presentation and Campaign Proposal 4000 words
or equivalent
50% Week 7
Assessment 3 - Test 2 hours 30% Examination period

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: ALR300 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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