Monash University Handbook 2010 Undergraduate - Unit

Synopsis

Theory and practice of publicity and promotion as public relations tools. Through exposure to practitioner accounts and critical analysis of case studies, students will plan and coordinate effective publicity and promotion campaigns that support strategic objectives.

Objectives

On successful completion of this unit students will demonstrate their ability to: identify and critically appraise the strategic differences between publicity and promotion as public relations tools; develop suitable and measurable objectives for publicity and promotion design; strategically plan campaigns to meet objectives and, apply critical analysis to a range of case studies regarding publicity and promotion.

Assessment

Written work: 55%
Presentation: 15%
2 hour Exam: 30%

Chief examiner(s)

G Talbot

Contact hours

3 hours class contact or equivalent per week

This unit applies to the following area(s) of study

Public relations

Prerequisites

MKW1220 and MKW2221 or PRJ1220 and PRJ2221

Co-requisites

This unit is only available to students enrolled in course codes 0002 (Caulfield students only), 1275 or 3793

Prohibitions

MKW2251