Monash University Handbook 2010 Undergraduate - Unit

Synopsis

The operation of specialist Public Relations consultancies, and Public Relations units within organisations (inc. government, non-government and for-profit organisations). Through consideration of a range of such situations, students will be able to demonstrate their ability to utilise knowledge and skills developed in earlier subjects towards the effective and efficient management of such units and the issues with which they deal.

Objectives

On successful completion of this unit students will be able to demonstrate: a critical understanding of the nature of public relations client/consultancy relationships; the ability to formulate and evaluate public relations programs for various client groups using a sound ethical basis; skills in developing a strategic approach to the application of public relations and public relations consulting, and the ability to conduct the research necessary for achieving these objectives.

Assessment

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

Chief examiner(s)

James Gomez

Contact hours

3 hours class contact or equivalent per week

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

Public relations

Prerequisites

MKW2251, MKW2252, PRJ2251, PRJ2252

Co-requisites

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

Prohibitions

MKW3231