AMU2814 - Transforming community: Project design and public relations for social campaigns - 2017

6 points, SCA Band 1, 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

Malaysia School of Arts and Social Sciences


Ms Vizla Kumaresan

Unit guides



  • First semester 2017 (Day)


In this unit, students will explore the practical side of developing a project for community improvement. Students will develop a project proposal, a funding application, and a public relations campaign for the selected social issue.


Upon successful completion of the unit, students should be able to:

  1. Understand community engagement, the rationale for this engagement, the tactics and strategies for community program development and evaluation;
  2. Identify and apply appropriate theoretical concepts to the development of an effective public relations campaign;
  3. Develop suitable and measurable objectives for public relations campaigns; critically evaluate techniques for campaign effectiveness;
  4. Creatively design and implement a public relations campaign for a not for profit or government organisation taking into account intercultural, pressure group lobbying and broader perspectives;
  5. Demonstrate effective group/team work by contributing to the planning, research, analysis, and reporting components of a group project, and supporting and encouraging other group members;
  6. Evaluate of the historical and cultural circumstances that shape the issues of pertinence in a given society and the methods by which change is advanced, including legal, electoral, and international mechanisms;
  7. Write a grant proposal for a community transformation project.


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)

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


Twelve credit points of first-year Arts units.