ALR301 - Public Relations Campaigns
Unit details
| Year | 2025 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Online, Community Based Delivery (CBD)* |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 2: Ross Monaghan |
| Prerequisite: | 2 units - one of ALR103 or ALR104 and one of ALR207 or ALR210 |
| Corequisite: | Nil |
| Incompatible with: | ALR300 |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 1-hour online lecture per week (recordings provided) 1 x 2-hour on-campus seminar per week |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 1-hour online lecture per week (recordings provided) 1 x 2-hour online seminar per week |
| Typical study commitment: | Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
Note:*Community Based Delivery (CBD): only for students of the National Indigenous Knowledges, Education, Research and Innovation NIKERI Institute (located at the Waurn Ponds campus) | |
Content
The unit provides students with the opportunity to design a public relations campaign from start to finish. The unit requires fieldwork on a campaign 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 chosen from several options, based on the particular interest area of the student.
Learning Outcomes
| ULO | These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can: | Alignment to Deakin Graduate Learning Outcomes (GLOs) |
|---|---|---|
| ULO1 | Apply public relations theory and frameworks to real-world public relations issues | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Research and analyse a client's internal and external environments to diagnose communication problems and/or opportunities | GLO1: Discipline-specific knowledge and capabilities GLO5: Problem solving GLO6: Self-management |
| ULO3 | Work effectively as a member of a planning team to design a professional public relations campaign for a client | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO5: Problem solving GLO6: Self-management GLO7: Teamwork |
| ULO4 | Prepare and deliver a team-based persuasive campaign pitch to a professional standard | GLO1: Discipline-specific knowledge and capabilities GLO2: Communication GLO6: Self-management GLO7: Teamwork |
Assessment
Trimester 2:| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: Short answer planning quiz | 800 words or equivalent | 20% | Week 4 |
| Assessment 2: Research report | 1200 words or equivalent | 30% | Week 5 |
| Assessment 3: (Group) Campaign Pitch and Proposal | 2000 words or equivalent | 50% | Week 10 |
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
There is no prescribed text. Unit materials are provided via the unit site. This includes unit topic readings and references to further information.
Unit Fee Information
Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.
Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.