ALR301 - Public Relations Campaigns

Unit details

Note: You are seeing the 2023 view of this unit information. These details may no longer be current. [Go to the current version]

2023 unit information

Enrolment modes:

Unit available for enrolment from 2024

Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Online, CBD*

Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Ross Monaghan

2 units - one of ALR103 or ALR104 and one of ALR207 or ALR210

Incompatible with:


Typical study commitment:

Students will on average spend 150 hours over the trimester undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

1 x 1-hour online class per week (asynchronous provided as a recording on the unit site) and 1 x 2-hour seminar per week

Scheduled learning activities - online:

Online independent and collaborative learning activities including: 1 x 1-hour class per week (asynchronous provided as a recording on the unit site), online learning tasks (2-hour per week equivalence)


*CBD refers to the National Indigenous Knowledges, Education, Research and Innovation (NIKERI) Institute; Community Based Delivery


The unit provides students with the opportunity to design a public relations campaign from start to finish. The unit requires major fieldwork on a campaign of the student's choice 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 proposed based on the particular interest area of the student.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
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


Trimester 2:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 - Research report 1200 words equivalent 30% Week 5
Assessment 2 (Group) - Campaign Pitch and Proposal 2000 words equivalent 50% Week 10
Assessment 3 - Quizzes 2 Quizzes 800 words or equivalent 20% Week 6 and Week 11

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

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