Faculty of Arts

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2015 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.

FacultyFaculty of Arts
Organisational UnitSchool of Media, Film and Journalism
OfferedBerwick First semester 2015 (Day)
Gippsland First semester 2015 (Off-campus)
Coordinator(s)Mr Matthew Loads (Berwick); Lorraine Reynolds (Gippsland)


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


Within semester assessment: 70%
Exam: 30%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


Twelve credit points of first-year Arts units.