Monash University Handbook 2010 Undergraduate - Unit

Synopsis

An integrative experience using the theory and processes to which students have been exposed through their course. Students will further study and use campaign planning and management tools. They will create from briefs one major PR campaign with target groups involving multiple groups of stakeholders.

Objectives

The learning goals associated with this unit are to:

• identify the theoretical background necessary for the development of an effective public relations campaign
• analyse and evaluate critically a range of case studies regarding public relations campaigns
• design and implement a public relations campaign to meet client objectives
• demonstrate effective group/team work by contributing to the planning, research, analysis, and reporting components of a group project, and encouraging other group members.

Assessment

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

Contact hours

3 hours class contact or equivalent per week