units

ATS3435

Faculty of Arts

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Monash University Handbook 2011 Undergraduate - Unit

6 points, SCA Band 1, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

LevelUndergraduate
FacultyFaculty of Arts
OfferedSouth Africa First semester 2011 (Day)
Coordinator(s)Dr Linda Venter, South Africa

Notes

Previously coded COM3036

Synopsis

As for ATS2435

Objectives

The unit provides students with an understanding of the nature, scope, and functions of strategic communication / public relations practice within societal settings in South Africa and globally; a comprehension of how strategic communication / public relations practitioners build and maintain relationships in changing environments; and competencies to formulate and plan strategic communication / public relations programmes, including research, communication and evaluation processes. It focuses on the role of values, laws and ethical principles in the industry and the opportunities and challenges that new communication technologies offer. Students completing this unit will be expected to demonstrate in written work a more sophisticated grasp of interpretive issues raised in lectures, tutorial discussions and their own wider reading. They will also be required to provide more references for written assignments.

Assessment

Tutorial component (oral presentation, attendance and participation):20%;
Individual Case study/assignment(1150 words): 25%;
Compilation of practical work portfolio 10%;
Examination (2 hours, 2000 words): 45%

This unit applies to the following area(s) of study

Communications

Prohibitions

ATS2435