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Major (2017)

Information on this page, including unit offerings, is from the 2017 academic year.

Public Relations (BA)

  • B1316; B1316ABACHELOR OF ARTS

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Title Public Relations (BA)
Course Code B1316; B1316A
Study Level Bachelor (Undergraduate)
School School of Arts
Academic Contacts

Academic Chair: Dr Kate Fitch | Email: K.Fitch@murdoch.edu.au

Qualification Bachelor of Arts (BA) in Public Relations
Duration 3 years full-time or part-time equivalent
Availability Murdoch campus (internal)
Kaplan Higher Education Institute and Kaplan Higher Education Academy (Singapore) ['KAPLAN-SGP'] (internal) (language of instruction: English)
Description This major aims to prepare students for careers in public relations and communications. It explores Australian and international theories and practices, with an emphasis on ethical communication and engagement with a diverse range of stakeholders. The major offers a combination of theoretical and practical components. Students are introduced to communication and public relations theory and are expected to develop critical thinking, evaluative and analytical skills. Communication skills including writing, public speaking, team work and conflict management are taught in addition to the research and evaluation of public relations strategies.
In the Bachelor of Arts you will develop a broad understanding of your field and proficiency in producing written and oral arguments and creative artefacts in response to social, human and natural phenomena. You will also develop a critical appreciation of the perspectives of others. As an Arts graduate you will be able to think critically and creatively, apply knowledge and information, and communicate effectively. These are professional skills which are critical across a range of industries. You will also be able to pursue further study in the fields of social research, the humanities and/or the creative arts.
Admission Requirements: Onshore course offerings As per normal undergraduate admission requirements.

Equivalent of an Academic IELTS overall score of 6.0 with no band less than 6.0.
Major Learning Outcomes KNOWLEDGE
CLO 1 - Graduates of the Bachelor of Arts (Public Relations) demonstrate a broad and coherent understanding of:
* theoretical perspectives and methods of enquiry of a discipline
* the diversity of social, human and natural phenomena and multiple perspectives (including inter-disciplinary perspectives) which can be brought to bear in social and creative enquiry
* global perspectives including awareness of and respect for the social, biological, cultural, and economic interdependence of global life.
Graduates will:
* demonstrate knowledge of, and ability to apply principles and concepts of public relations to various contexts;
* recognise that public relations works within an industry context that impacts on, and is influenced by, other disciplines;
* recognise that public relations plays an important part in the development and application of social and cultural communication discourse;
* recognise and work within the creative process of developing strategies for public relations campaigns.

SKILLS
CLO 2 - Graduates of the Murdoch University Bachelor of Arts are effective communicators who demonstrate:
* proficiency in producing written arguments and/or creative artefacts consistent with the norms and standards of a discipline
* capacity for persuasive oral communication appropriate to a range of audiences
CLO 3 - Graduates of the Bachelor of Arts (Public Relations) gather, synthesise and critically evaluate ideas and information from a range of sources demonstrating
* analytical, creative and conceptual thinking
* a variety of methods for research and practice appropriate to the discipline
Graduates will develop public relations skills, both individually and in teams, by:
* researching and applying a range of public relations strategies and methodologies for specific purposes;
* researching, developing, implementing and evaluating public relations strategies in relation to specific purposes, audiences, stakeholders, contexts and technologies;
* applying recognised public relations methodologies and appropriate practical techniques, tools and technologies, and being able to adapt these techniques when necessary;
* adopting a range of techniques to manage all aspects of a public relations project;
* critically engaging public relations theory to analyse, interpret and evaluate strategic processes.

APPLICATION
CLO 4 - Graduates of the Bachelor of Arts demonstrate confidence and competence in applying knowledge and skills to practice through
* capacity for self-directed independent enquiry
* critical self-reflection
* creative problem solving
* a global perspective incorporating an appreciation of cultural and disciplinary differences
CLO 5 - Graduates of the Bachelor of Arts have well developed interpersonal and collaborative skills including demonstrated capacity to
* give and receive critical feedback
* work effectively within team environments
* respect thoughts and opinions of others
CLO 6 - Graduates of the Bachelor of Arts demonstrate ethical thinking and practice through social and creative enquiry which recognises diversity and the rights and perspectives of others.
Graduates will apply public relations skills by:
* demonstrating use of public relations methodologies toward the creation of communication solutions for multiple organisations and contexts;
* presenting creative and strategic solutions to communication problems, in a variety of modes to diverse publics and stakeholders.
* applying public relations techniques for successful development of communication campaigns;
* synthesizing personal, group, industry, client and organisational viewpoints towards successful implementation of projects.
Graduates will take personal, professional and social responsibility by:
* recognising the relevant and required ethical conduct and behaviour within the public relations industry;
* demonstrating capacity for self-directed learning;
* demonstrating capacity for working responsibly and safely.

Course Learning Outcomes KNOWLEDGE
CLO1 - Graduates of the Murdoch University Bachelor of Arts demonstrate a broad and coherent understanding of
a) The theoretical perspectives and methods of enquiry of a discipline
b) The diversity of social, human and natural phenomena and the multiple perspectives (including inter-disciplinary perspectives) which can be brought to bear in social and creative enquiry
c) Global perspectives including an awareness of and respect for the historical, social, biological, cultural, and economic interdependence of global life

SKILLS
CLO 2 - Graduates of the Murdoch University Bachelor of Arts are effective communicators who demonstrate
a) proficiency in producing written arguments and/or creative artefacts consistent with the norms and standards of a discipline
b) capacity for persuasive oral communication appropriate to a range of audiences
CLO3 - Graduates of the Bachelor of Arts gather, synthesise and critically evaluate ideas and information from a range of sources demonstrating
a) analytical, creative and conceptual thinking
b) a variety of methods for research and practice appropriate to the discipline

APPLICATION
CLO 4 - Graduates of the Bachelor of Arts demonstrate confidence and competence in applying knowledge and skills to practice through
a) a capacity for self-directed independent enquiry
b) critical self-reflection
c) creative problem solving
d) a global perspective incorporating an appreciation of cultural and disciplinary differences
CLO 5 - Graduates of the Bachelor of Arts have well developed interpersonal and collaborative skills including the demonstrated capacity to
a) give and receive critical feedback
b) work effectively within team environments
c) respect the thoughts and opinions of others
CLO 6 - Graduates of the Bachelor of Arts demonstrate ethical thinking and practice through social and creative enquiry which recognises diversity and the rights and perspectives of others
Employment Prospects Graduates may follow careers in public relations and specialised areas such as public affairs, community relations, media liaison and online communication.
Recommended Double Majors Communication and Media Studies; Journalism; Web Communication
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.

Course Structure - 72 credit points

Part I - 24 credit points

Year 1 - 24 credit points

Transition Unit - 3 credit points

BAR100 Academic Learning Skills - 3 points
MURDOCH: S1-internal, S1-external, S2-internal, S2-external

Breadth Unit for Degree - 3 credit points

BAR150 Ideas and Identity - 3 points
MURDOCH: S1-internal, S1-external, S2-internal, S2-external

Core Units - 6 credit points

PRO101 Introduction to Social Media - 3 points
MURDOCH: S2-internal
DUBAI-ISC: TMD-internal

PRO107 Introduction to Public Relations - 3 points
MURDOCH: S1-internal

General Electives - 12 credit points

Select from any 100-level units offered by the University, subject to individual unit prerequisites. Students are advised to consider using General Elective points to meet the requirements of a second major or minor. Any recommended double majors and minors will be included in the major's description.

Part II - 48 credit points

University-Wide Breadth Units - 6 credit points  Unit List

Select from the prescribed list of University-Wide Breadth Units. A unit cannot be used to satisfy both this Breadth Unit requirement and the requirements of a major or minor. If taken at 100 level the unit(s) will be attributed to Part I. Note that no more than 30 credit points at Part I may be credited towards course completion requirements.

Year 2 - 21 credit points

Research Skills Unit - 3 credit points

The Research Skills unit to be taken will depend on the student's Primary Major enrolment. Select from the following.

For Primary Major in Social and Developmental Psychology

BSC201 Psychology: Measurement, Design and Analysis - 3 points
MURDOCH: S1-internal
KAPLAN-SGP: TJA-internal, TMA-internal, TSA-internal

For All Other Primary Majors

BAR200 Developing Research Skills and Methods - 3 points
MURDOCH: S1-internal, S1-external, S2-internal, S2-external
KAPLAN-SGP: TJA-internal, TMA-internal, TSA-internal

Core Units - 9 credit points

PRO259 Media Relations - 3 points
MURDOCH: S1-internal
KAPLAN-SGP: TJA-internal, TSA-internal

PRO285 Public Relations in Society - 3 points
MURDOCH: S1-internal
KAPLAN-SGP: TMA-internal

PRO204 Public Relations Strategy - 3 points
MURDOCH: S2-internal
KAPLAN-SGP: TJA-internal, TSA-internal

General Electives - 9 credit points

Select from any 200- to 400-level units offered by the University, subject to individual unit prerequisites. Students are advised to consider using General Elective points to meet the requirements of a second major or minor. Any recommended double majors and minors will be included in the major's description.

Year 3 - 21 credit points

Research Skills Unit - 3 credit points

The Research Skills unit to be taken will depend on the student's Primary Major enrolment. Select from the following.

For Primary Major in Social and Developmental Psychology

BSC302 Advanced Quantitative Research Methods - 3 points
MURDOCH: S2-internal
KAPLAN-SGP: TJA-internal, TMA-internal, TSA-internal

For All Other Primary Majors

BAR300 Advanced Research in the Arts - 3 points
MURDOCH: S1-internal, S1-external, S2-internal, S2-external
KAPLAN-SGP: TMA-internal

Core Units - 9 credit points

PRO345 Issues and Crisis Management - 3 points
MURDOCH: S1-internal
KAPLAN-SGP: TMA-internal

PRO307 Campaign Management - 3 points
MURDOCH: S2-internal
KAPLAN-SGP: TJA-internal, TSA-internal

AND EITHER

PRO302 Public Relations Project - 3 points
MURDOCH: S1-internal
KAPLAN-SGP: TMA-internal

OR

PRO325 Public Relations Internship - 3 points
MURDOCH: S1-placement, S2-placement, SUM-placement, U-placement, W-placement

General Electives - 9 credit points

Select from any 200- to 400-level units offered by the University, subject to individual unit prerequisites. Students are advised to consider using General Elective points to meet the requirements of a second major or minor. Any recommended double majors and minors will be included in the major's description.

For assistance with course planning, please contact your Student Advisor.

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