Public Relations and Communications (MECM40006)
HonoursPoints: 12.5On Campus (Parkville)
About this subject
Contact information
Semester 1
Semester 2
Overview
| Availability | Semester 1 Semester 2 |
|---|---|
| Fees | Look up fees |
This subject provides students with an advanced understanding of relevant theory and practice in contemporary public relations. Lectures will introduce case studies and practical accounts from industry professionals dealing with public relations functions including stakeholder relations, media relations, government relations, investor relations and issues/crisis management. This will be complemented with theoretical perspectives and examination of ethical considerations to situate the key issues and challenges of public relations in a global context.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Discuss the development of public relations practice over time, as well as perceptions and stereotypes of the industry today.
- Identify the various political, commercial and public functions of contemporary public relations practice, and its role within the broader marketing environment.
- Apply different theoretical frameworks to critically examine public relations practice and its impacts.
- Evaluate and develop public relations content and campaigns for diverse audiences to achieve strategic objectives.
- Discuss the ethical considerations that may arise from various public relations practices.
Generic skills
At the completion of this subject, students should gain the following generic skills:
- The ability to demonstrate a high level of understanding of key communication issues in the industry
- The ability to demonstrate skills in research procedures and critical evaluation
- The ability to present ideas in both verbal and written form and in conformity to professional and academic conventions; and
- The ability to apply pro-active strategies in identifying and solving communication problems at various levels.
Last updated: 25 March 2025
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: 25 March 2025
Assessment
| Description | Timing | Percentage |
|---|---|---|
A 15 minute class presentation
| During the teaching period | 20% |
A case study report
| Mid semester | 40% |
A written essay
| During the examination period | 40% |
| Hurdle requirement: 1. Attendance hurdle requirement: This subject has a minimum requirement of 80% attendance at tutorials, seminars, or workshops. There is an expectation that students attend lectures. | Throughout the teaching period | N/A |
| Hurdle requirement: 2. Late Penalty and Assessment hurdle requirement: Assessment submitted late without an approved extension will be penalised at five per cent (5%) of the possible marks available for the assessment task per day or part thereof. All pieces of assessment must be submitted to pass the subject. Each submitted assessment must be complete, constitute a genuine attempt to address the requirements of the task and will not be accepted after 20 University business days from the original assessment due date without written approval. | Throughout the semester | N/A |
Last updated: 25 March 2025
Dates & times
- Semester 1
Coordinator Hao Xu Mode of delivery On Campus (Parkville) Contact hours Total 30 hours: 12 x 1-hour lecture and a 1.5-hour tutorial per week throughout semester. Total time commitment 170 hours Teaching period 3 March 2025 to 1 June 2025 Last self-enrol date 14 March 2025 Census date 31 March 2025 Last date to withdraw without fail 9 May 2025 Assessment period ends 27 June 2025 Semester 1 contact information
- Semester 2
Coordinator Sean Chaidaroon Mode of delivery On Campus (Parkville) Contact hours Total 30 hours: 12 x 1-hour lecture and a 1.5-hour tutorial per week throughout semester. Total time commitment 170 hours Teaching period 28 July 2025 to 26 October 2025 Last self-enrol date 8 August 2025 Census date 1 September 2025 Last date to withdraw without fail 26 September 2025 Assessment period ends 21 November 2025 Semester 2 contact information
Time commitment details
170 hours
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 25 March 2025
Further information
- Texts
- Subject notes
- Related Handbook entries
This subject contributes to the following:
- Links to additional information
- 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.
Additional information for this subject
Subject coordinator approval required
- Available to Study Abroad and/or Study Exchange Students
Last updated: 25 March 2025