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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
OfferedGippsland First semester 2011 (Day)
Gippsland First semester 2011 (Off-campus)


Previously coded PRL3004


This subject helps students to identify how best sports promotion principles are applied through detailed case based analyses. It is designed to allow students to acquire an indepth understanding of best practice in sports promotion in various sporting environments and events.


Upon successful completion of this unit, students will be able to

  1. Critique different sports promotion strategies discussed in selected case studies and compare and contrast them with best practice models informed by an understanding of relevant Public Relations theory and principles.
  2. Critique the sports promotion strategy in a case they choose, comparing and contrasting it with best practice.
  3. Discuss the application of best practice sports promotion principles to Australian sporting business and sports events.
  4. Place these principles in a wider frame of critical perspectives on sports as entertainment and spectacle constructed by the promotion industries.


Case study report (1500 words) : 35%
Self-selected case critique (1000 words) : 25%
Essay (2000 words) : 40%

Chief examiner(s)

David Wolstencroft

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

Public relations


PRL1001, PRL1002, PRL2001 and PRL2002 or with permission