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

South Africa School of Social Sciences


Ms Melisa Moswa


South Africa

  • First semester 2016 (Day)


The aim of the unit is to enable students to apply advanced principles of strategic and integrated communication/public relations practices. The unit addresses the concept and rationale of the integrated role of strategic public relations/communication in the organisational context. The unit expounds competencies in the planning, implementation, management and evaluation of strategies relating to corporate identity and branding, and corporate reputation and reputational risks. The unit highlights the similarities and differences between related practices such as corporate communication, public relations, integrated marketing communication, corporate and advocacy advertising, and marketing.


On completion of the unit, students will be expected to be able to:

  1. Demonstrate an understanding of an integrated communication strategy;
  2. Apply principles of environmental scanning and scenario writing;
  3. Demonstrate an understanding of the content of a communication strategy;
  4. Apply the process of formulating and developing a communication strategy;
  5. Demonstrate an understanding of corporate identity, image, branding and reputation;
  6. Research and measure corporate reputation and identity;
  7. Identify and explain corporate and advocacy advertisements;
  8. Describe marketing communication and integrated marketing communication;
  9. Identify situations that may heighten corporate reputational risks;
  10. Demonstrate a high standard of written and oral communication skills and competencies, as well as organisation skills, and resource gathering and planning.
  11. Analyse South African case studies relating to corporate identity, image, branding and reputation.


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)

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