Faculty of Arts

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This unit entry is for students who completed this unit in 2016 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.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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



Organisational Unit

Communications and Media Studies


Mr Matthew Loads (Berwick), Ms Elizabeth Hart (Gippsland)



  • First semester 2016 (Day)


  • First semester 2016 (Online)


The theory and practice of communication management as it applies to external Public Relations consultancies, and diverse clients, and to internal or, in-house Public Relations within organisations (including government, non-government and for-profit organisations). Internal communication tools for employee engagement. Understanding the varied roles that public relations practitioners carry out, and the organisational context of public relations. Leadership, boundary spanning, decision making, counsel for management and working with management and external publics important to organisations, Managing an organisation's reputation, understanding integrated marketing communication and brand management, and planning an event to promote a brand, or service to the community.


On successful completion of this unit, students will be able to demonstrate a sound understanding:

  1. Of the nature of internal and external communication,
  2. Have a working knowledge of boundary spanning and how to develop networks, skills in working with marketing and other disciplines as part of communication management;
  3. Ability to proactively manage organisations reputation,
  4. Skills in planning an event for the launch of a product or new service, either as a consultant for an organisation or as an in-house practitioner for their organisation.
  5. Students will also gain a sound insight into the process of appointing and managing external suppliers such as photographers and graphic designers as well as being able to produce, at an advanced level, a folio of specialised public relations creations that can be used when seeking employment opportunities in the industry.


Within semester assessment: 100%

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 second-year Arts units.