COMM12018 - Advanced Public Relations

General Information

Unit Synopsis

Advanced Public Relations draws on the theoretical information learnt in Introduction to Public Relations to assist the student to develop a professional PR campaign. With a focus on professionalism, students will cover ethics, the use of technology in PR and presentation skills in order to develop their campaign. Students will learn the necessary components of a successful PR campaign including the development of goals, objectives, messages themes, strategies, research and evaluation. Within this unit there is an emphasis on ensuring the student is prepared for work in the public relations industry.

Details

Level Undergraduate
Unit Level 2
Credit Points 6
Student Contribution Band 3
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Prerequisite: 36 credit points plus COMM11110 plus COMM11007 plus JOUR19024.

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 1 - 2019

Term 1 - 2019 Profile
Online
Rockhampton

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Assessment Tasks

Assessment Task Weighting
1. Oral Examination 0%
2. Group Work 50%
3. Written Assessment 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).

Consult the University’s Grades and Results Procedures for more details of interim results and final grades

Past Exams

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Previous Feedback

No previous feedback available

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Source: Student feedback
Feedback
Mix of distance and internal students in groups was challenging
Recommendation
This course reflects the real world conditions of public relations, where the choice of work colleagues is beyond an individual's control. The mix of distance and internal students provides communication challenges that exist in the real world, and is part of the point of the assessment. The mixture of groups stands.
Action Taken
Nil.
Source: Student feedback
Feedback
Word count was not provided for Assessment 1
Recommendation
The word count will vary depending on project and type of report, and it is unreasonable to provide a broad word count, since projects will vary. It is recommended that the course coordinator provide a broad word count to each group as required, after the project has been allocated.
Action Taken
Nil.
Source: Student feedback
Feedback
Individual assessment submitted before group assessment and did not allow for final comment about the group work.
Recommendation
Consider revising due date of Individual assessment.
Action Taken
Nil.
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. demonstrate the importance of research when developing PR strategies
  2. implement PR strategies appropriate to the role of the public relations practitioner to inform ethical, creative and socially responsible practice
  3. complete an effective evaluation of a PR campaign
  4. critique implementation of a PR campaign and make recommendations for possible improvement.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Oral Examination
2 - Group Work
3 - Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Introductory Level
Intermediate Level
Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
5 - Team Work
6 - Information Technology Competence
8 - Ethical practice
Alignment of Assessment Tasks to Graduate Attributes
Introductory Level
Intermediate Level
Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Oral Examination
2 - Group Work
3 - Written Assessment