Monash University Handbook 2010 Undergraduate - Unit

Synopsis

The operation of specialist PR consultancies, and PR units within organisations (business, government departments and non-profit organisations). Through consideration of a range of such situations, students will be able to demonstrate their ability to utilise knowledge and skills developed in earlier subjects towards the effective and efficient management of such units and the issues with which they deal.

Objectives

The learning goals associated with this unit are to:

• understand the roles and responsibilities of PR consultants and client managers in the field
• develop experience in key consulting techniques and management processes
• evaluate campaigns/programs/ operations of a consultancy from both 'owner' and 'client' perspectives
• apply academic and industry research in the formulation of business presentations.

Assessment

Within semester assessment: 70%
Examination (2 hours): 30%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKW2251 and MKW2252