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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 Second semester 2011 (Day)
Gippsland Second semester 2011 (Off-campus)
Coordinator(s)Joanna Kujawa


Previously coded PRJ3261


An integrative experience using the theory and processes to which students have been exposed through their course. Students will further study and use campaign planning and management tools. They will create from briefs one major PR campaign with target groups involving multiple groups of stakeholders


On completion of this unit, students will be able to:

  1. Identify and apply appropriate theoretical concepts to the development of an effective public relations campaign;
  2. Critically analyse and evaluate a range of case studies regarding public relations campaigns;
  3. Creatively design and implement a public relations campaign to meet client objectives;
  4. Develop suitable and measurable objectives for public relations campaigns; critically evaluate techniques for campaign effectiveness;
  5. Demonstrate a critical appreciation of research relevant to planning and evaluating public relations campaigns;
  6. Justify and defend their positions and final conclusions relating to the design of a public relations campaign;
  7. Construct and present a portfolio of innovative work undertaken for a client project;
  8. Demonstrate effective group/team work by contributing to the planning, research, analysis, and reporting components of a group project, and supporting and encouraging other group members.


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

Chief examiner(s)

Joanna Kujawa

Contact hours

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

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

Public relations


ATS2918 or ATS2814 or ATS2815 or by permission


MKW3261, PRL2002, PRJ3261