Faculty of Arts

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 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

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FacultyFaculty of Arts
Organisational UnitSchool of Applied Media and Social Sciences, Gippsland
OfferedBerwick First semester 2013 (Day)
Gippsland First semester 2013 (Off-campus)
Sunway First semester 2013 (Day)
Coordinator(s)Joanna Kujawa


Previously coded PRJ2251


Theory and practice of engagement of organisations with key publics, stakeholders and their communities to build relationships and collaborate in responsible community programs . Publicity and promotion as facets of community public relations and important to corporate sponsorship of these programs. Through a critical analysis of case studies, and successful community public relations programs students will develop a strategic plan for a community program for an organisation, client or community group that includes the promotion and publicity for a corporate sponsor of that program.


On successful completion of this unit students will demonstrate their ability to:

  1. Understand community engagement, the rationale for this engagement, the tactics and strategies for community program development and evaluation,
  2. Identify and critically appraise the strategic difference between engagement , publicity and promotion
  3. Develop suitable and measurable objectives for a community program, that includes the publicity and promotion design for a corporate sponsor of the program


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

Chief examiner(s)

Contact hours

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

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


ATS1356 and ATS1897 or equivalents