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Unit (2019)

Information on this page, including unit offerings, is from the 2019 academic year.

Campaign Management (MCC307)

School School of Arts
Credit Points 4
Description This unit consolidates professional public relations skills through practical experience with a 'real life' organisation. Working in teams, students develop a public relations strategy or communication plan for a not-for-profit organisation over the course of the semester, culminating in a formal conference presentation to the organisation, students and mentors. Students learn about strategy development, client management, program research, planning, design and evaluation as well as budgeting and scheduling.
Unit Learning Outcomes On successful completion of the unit you should be able to:
1. develop and evaluate strategic objectives and appropriate performance indicators for an organisation
2. research and develop appropriate public relations strategies for an organisation
3. work effectively as a team member to produce a professional presentation and written report
4. apply professionalism and ethical behaviour in the context of communication.
Timetabled Learning Activities Lectures: 1 hour per week; tutorials: 1.5 hours per week; student conference (all day).
Unit Learning Experiences This unit is designed to help bridge the gap between university study and a professional career in communication. During the semester you will be working on a specific project for an external organisation. This may require you to learn new skills while at the same time draw on your university learning and reflect on your experiences.
As good communication is essential in any working environment, and you are working on a major group project and representing Murdoch University, it is important that you alert your lecturer to any concerns or problems. The onus is on your to develop effective processes which allow you to work with a diverse group of people in the successful completion of a project for an industry client. In line with Murdoch University's policy on Workplace Learning, unprofessional or inappropriate conduct may mean that you are unable to complete this unit. This may result in a fail grade.
Lectures and tutorials start in week 1.
You will not be able to pass the unit without participating fully in the tutorials and group project. You cannot pass tutorial participation / peer assessment if you miss more than two tutorials without a medical certificate or other appropriate evidence. You cannot pass the unit if you miss more than three tutorials.
Attendance for the conference is compulsory.
Students are expected to prepare for tutorials by completing the readings and study questions and attending lectures.
Other Learning Experiences As part of this unit you will be expected to meet with clients outside of the lectures and tutorials in your own time. You will also be expected to attend a full day's conference during the study break before exams.
Assessment Individual:-
Essay, 1500 words (20%)
Concept & short answer test (20%)
Group:-
Group charter/client agreement. Written agreement -group processes & client agreement (Pass/Fail)
Group draft report. Draft written report & presentation (5%)
Group report. Written report, 2000 words (20%)
Group oral presentation. Conference presentation 20 mins plus 5 mins Q+A (15%)
Peer evaluation (Individual) ongoing. Peer assessment/tutorial participation (10%)
Self evaluation (Individual) ongoing. Self evaluation (500 words) (10%)
Prerequisites MCC204 Public Relations: Contemporary Approaches.
Exclusions Students who have successfully completed MSC307 Media Planning and Promotion may not enrol in this unit for credit.
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.

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