MONASH UNIVERSITY FACULTY HANDBOOKS

Arts Undergraduate Handbook 1996

Authorised by Academic Registrar, April 1996

MKT3231

Public relations consulting

Not offered until 1998

Objectives To provide students with (i) the knowledge to operate as a consultant in public relations; (ii) the techniques of consultancy in the field; (iii) the ability to perform the duties of a junior consultant in public relations; and (iv) the ability to understand and be able to evaluate the operations of a consultancy as client.

Synopsis This subject will cover the pattern of PR consultancy in Australia and other countries; characteristics of successful consultancies; consultancy operations; consultancy management; developing and acquiring new clients; client/consultancy relationships; the future of public relations

Assessment Assignment A - Individual (3000 words): 30% + Assignment B - Group (4000 words): 40% + Examination (2 hours): 30%

Prescribed texts

• Broom G and Dozier D M Using research in public relations: Applications to program management Wadsworth, 1991