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Monash University

Monash University Handbook 2011 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Arts
OfferedBerwick First semester 2011 (Day)
Gippsland First semester 2011 (Day)
Gippsland First semester 2011 (Off-campus)
Coordinator(s)Dr James Gomez


Previously coded PRJ2251


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.


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.


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

Chief examiner(s)

Dr James Gomez

Contact hours

One 1-hour lecture per week
one 1-hour tutorial per week

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

Public relations


ATS1356 and ATS1897 or ATS2813