MKW2221 - Public relations principles and practice

Offered

Berwick Second semester 2008 (Day)

Synopsis

The primary aim of this unit is to introduce students to the range and depth of contemporary theory and practice of public relations in an organisational setting.
Applications of stakeholder theory and communication theory. The contributions which public relations can make to an organisation's performance.

Objectives

The learning objectives of this unit are to:

• describe the major public relations concepts, theories and contexts;
• analyse and interpret current issues for business communication, public relations practice and relationship management issues;
• identify the legal, social and ethical implications for public relations activities;
• understand and identify publics for public relations clients, issues and activities;
• develop and use stakeholder mapping techniques.

Assessment

Within semester assessment: 70%
Examination (2 hours): 30%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

GSC1901 and MKW1220 (Arts Students undertaking courses 0002 and 1275)
MGW1100 and MKW1220 (All other Students)