Monash University Handbook 2010 Undergraduate - Unit

Synopsis

This unit is meant to equip students with both the conceptual and practical tools necessary for conducting research and planning campaigns. Students will gain an understanding of social processes and the motivation of people while learning how to use appropriate tools and methods for conducting and interpreting public relations research. The unit will also introduce students to planning techniques with opportunities to put those techniques to practical use. Students will learn the techniques and strategies for developing, presenting and executing a wide-range of public relations campaign plans in an efficient manner.

Objectives

On successful completion of this subject students should be able to:

1. Demonstrate a critical understanding of the rationale and need for research in public relations.

2. Identify meaningful criteria for selecting appropriate methods in doing public relations research.

3. Demonstrate skills in preparing and executing a campaign plan.

4. Identify appropriate methods of evaluating public relations campaigns.

Assessment

Tutorial participation: 10%
Written work: 60% (3000 words)
Exam: 30% OR OCL students: Written work: 70% (3500 words)
Exam: 30%

Contact hours

2 hours (1 x 1 hour lecture and 1 x 1 hour tutorial) per week

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

Public relations

Prerequisites

PRL1001, PRL1002 and PRL2001 or equivalents or permission