Monash University Handbook 2010 Undergraduate - Unit

Synopsis

Theory and practice of publicity and promotion as public relations tools. Through exposure to practitioner accounts and critical analysis of case studies, students will plan and coordinate effective publicity and promotion campaigns that support strategic objectives.

Objectives

The learning goals associated with this unit are to:

• identify the strategic differences between publicity and promotion as public relations tools
• conceptualise and plan campaigns to meet objectives
• develop suitable and measurable objectives for publicity and promotion campaigns
• identify research which may be used in planning and evaluating publicity and promotion
• demonstrate awareness of a range of case studies regarding publicity and promotion.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKW1220 and MKW2221