Public Relations Management (MKTG90003)
Graduate courseworkPoints: 12.5On Campus (Parkville)
Overview
| Availability | Semester 2 |
|---|---|
| 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 23 July 2018 to 21 October 2018 Last self-enrol date 3 August 2018 Census date 31 August 2018 Last date to withdraw without fail 21 September 2018 Assessment period ends 16 November 2018 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
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Management (Marketing) Informal specialisation 150 point Master of Marketing Communications Informal specialisation EMA 200 point program - full time over 1.5 years Informal specialisation 100 Point Master of Journalism Informal specialisation EMA 200 point program - full time over 2 years Informal specialisation 200 Point Master of Marketing Communications Informal specialisation 150 Point Master of Journalism Informal specialisation 200 Point Master of Journalism Informal specialisation 150 Point Master of Management (Marketing) - 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.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
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
Last updated: 9 April 2024