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Unit (2019)

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

Public Relations in Society (MCC385)

Organisational Unit Creative Media, Arts and Design
Credit Points 4
Description This unit explores public relations, and its role in society, through the lenses of globalisation and culture. It draws on recent scholarship and a socio-cultural approach to present alternative understandings to the functional and normative understandings of public relations which historically have dominated the field. Rather than viewing public relations as an organisational or management function, this unit explores public relations as a cultural activity influenced by the social, political and cultural contexts actively involved in the construction of meaning.
Unit Learning Outcomes On successful completion of the unit you should be able to:
1. Critically evaluate the relationship between culture and public relations, and between globalisation and public relations
2. Recognise the links between socio-cultural contexts and public relations practice
3. Understand the need for intercultural competence in public relations practice
4. Demonstrate awareness of specific cultural contexts in relation to public relations practice.
Timetabled Learning Activities Lectures: 1 hour; tutorials: 1.5 hours
Unit Learning Experiences The approach to learning in this unit is to use lectures, tutorial discussion and activities and readings to engage students in current public relations research. You will develop skills in academic reading, research, evaluation writing, presentation and critical thinking.
Assessment Tutorial participation, including reading summaries - 20%
Essay #1 - 25%
Essay #2 - 25%
Examination - 30%
Prerequisites Nil.
Exclusions Students who have successfully completed MCC246 (2012) Professional Communication may not enrol in this MCC385 Public Relations in Society 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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