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Public Relations Management (MKTG90003)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 2
Email: dchmi@unimelb.edu.au
Overview
Availability | Semester 2 |
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Fees | Look up fees |
This subject examines the practices of public relations management. Topics include an introduction to public relations, the evolution of public relations, public relations theory, ethical issues in public relations, public relations strategies and tactics, the various stakeholders/publics that organisations interact with and the issues that they face with their major stakeholder relationships, crisis management, and also an examination of the difference between marketing public relations (MPR) and corporate public relations. Marketing public relations (MPR) is a key focus in the class.
Intended learning outcomes
This subject aims to provide students with an introduction to the major theories and models that apply to public relations in an organisational setting. On successful completion of this subject, students should be able to:
- Describe and analyse the basic theories and models that underpin public relations;
- Describe and understand the importance that marketing PR plays in an organisation;
- Identify an organisation's key stakeholder groups;
- Provide an overview of some of the main tools used by public relations;
- Identify and analyse the ethical issues affecting organisational/stakeholder relationships;
- Integrate conceptual frameworks with selected management practices.
Generic skills
On successful completion of this subject, students should have improved the following generic skills:
- Interpretive and analytical skills, through the application of the conceptual and theoretical frameworks presented in the seminars to the class discussion questions and assignment questions;
- The ability to critically evaluate an argument and present a point of view based on the lecture material;
- Team work skills and collaborative learning techniques, through the group work conducted throughout the semester;
- Oral and communication skills, through seminar discussions and presentations;
- Written skills, developed through the completion of the two assignments;
- Research skills, through accessing relevant information from a range of sources for successful completion of the class assignments.
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
Additional details
- 2-hour end-of-semester examination (50%);
- 4000 word group assignment due in week 10 (usually in groups of 3) (40%); and
- In-class presentations – individual and group throughout the semester (10%).
Note: Successful completion of this subject requires a pass (50%) in the final exam.
Last updated: 9 April 2024
Dates & times
- Semester 2
Principal coordinator Danielle Chmielewski-Raimondo Mode of delivery On Campus (Parkville) Contact hours One 3-hour seminar per week Total time commitment 170 hours Teaching period 24 July 2017 to 22 October 2017 Last self-enrol date 4 August 2017 Census date 31 August 2017 Last date to withdraw without fail 22 September 2017 Assessment period ends 17 November 2017 Semester 2 contact information
Email: dchmi@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
None
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Management (Marketing) Informal specialisation 150 Point Master of Management (Marketing) Informal specialisation 150 point Master of Marketing Communications Informal specialisation 200 Point Master of Marketing Communications Informal specialisation 100 Point Master of Journalism Informal specialisation 200 Point Master of Journalism Informal specialisation 150 Point Master of Journalism Informal specialisation EMA 200 point program - full time over 2 years Informal specialisation EMA 200 point program - full time over 1.5 years - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 9 April 2024