Faculty of Arts

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 1, 0.125 EFTSL

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

FacultyFaculty of Arts
OfferedSouth Africa First semester 2012 (Day)
Coordinator(s)Dr Linda Venter, South Africa


Previously coded COM2036


This unit deals with the fundamentals of strategic communication/public relations practice, including key critical constructs and concepts, definitions, history, scope, and the underlying theories of its study and practice. Ethical issues and laws that affect the practice of strategic communication/public relations are covered in addition to basic competencies in planning, implementing and evaluating a programme. Introducing actual management processes there is a focus on effective interpersonal and cross-cultural communication, and crisis management the unit also includes an exploration of internal/employee, government, media and industrial relations.


The unit provides students with an understanding of the nature, scope, and functions of strategic communication / public relations practice within societal settings in South Africa and globally; a comprehension of how strategic communication / public relations practitioners build and maintain relationships in changing environments; and competencies to formulate and plan strategic communication / public relations programmes, including research, communication and evaluation processes. It focuses on the role of values, laws and ethical principles in the industry and the opportunities and challenges that new communication technologies offer.


Tutorial component (oral presentation, attendance and participation):20%;
Individual Case study/assignment(1150 words): 25%;
Compilation of practical work portfolio 10%;
Examination (2 hours, 2000 words): 45%

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