ALR301 - Public Relations Campaigns
Unit details
| Year: | 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 |
| Prerequisite: | 2 units - one of ALR103 or ALR104 and one of ALR207 or ALR210 |
| Corequisite: | Nil |
| Incompatible with: | ALR300 |
| 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) |
Note:*CBD refers to the National Indigenous Knowledges, Education, Research and Innovation (NIKERI) Institute; Community Based Delivery | |
Content
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 |
Assessment
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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