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Public Relations (MKTG90003)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
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About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Please refer to the specific study period for contact information.
Overview
| Availability | Semester 2 - Dual-Delivery |
|---|---|
| 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: 12 November 2022
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: 12 November 2022
Assessment
| Description | Timing | Percentage |
|---|---|---|
Group assignment (groups of 4-5)
| Second half of the teaching period | 40% |
Group creative pitch related to group assignment (groups of 4-5)
| Second half of the teaching period | 10% |
End of semester examination
| During the examination period | 50% |
Last updated: 12 November 2022
Dates & times
- Semester 2
Principal coordinator Danielle Chmielewski-Raimondo Mode of delivery Dual-Delivery (Parkville) Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 hours Teaching period 25 July 2022 to 23 October 2022 Last self-enrol date 5 August 2022 Census date 31 August 2022 Last date to withdraw without fail 23 September 2022 Assessment period ends 18 November 2022 Semester 2 contact information
Email: dchmi@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 12 November 2022
Further information
- Texts
Prescribed texts
None
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Digital Marketing Course Master of Management (Marketing) Course Master of Marketing Communications - 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: 12 November 2022