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 3, 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
OfferedBerwick First semester 2012 (Day)
Gippsland First semester 2012 (Day)
Gippsland First semester 2012 (Off-campus)
Sunway First semester 2012 (Day)
Coordinator(s)Joanna Kujawa


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)

Joanna Kujawa

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 or PRL1002 and one of ATS1897, ATS2813 or PRL1001