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Unit (2019)

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

Campaign Management (PRO307)

School School of Arts
Credit Points 3
Availability KAPLAN-SGP: TJA-internal, TSA-internal
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).
Lectures and tutorials start in week 1.
You will not be able to pass the unit without participating fully in the tutorials and the 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 (held during the study week, prior to exams) is compulsory.
Students are expected to prepare for tutorials by completing the readings and study questions and attending lectures.
All offerings of this unit include the equivalent of 30 hours of structured learning.
Unit Learning Experiences This unit consolidates professional public relations skills through practical experience with 'real life' organisations. Working in teams, students develop public relations campaigns for not-for-profit organisations over the course of the semester, culminating in presentations to the organisations, students and mentors at a conference (during the final study break prior to exams). Students learn about strategy development, client management, group-work dynamics, program research, planning, design and evaluation as well as budgeting and scheduling.
Other Learning Experiences The conference is held during the study week prior to exams and attendance is compulsory. Client and group meetings will also be a part of this unit
Assessment Concept test (25%)
Group charter/client agreement. Written agreement -group processes & client agreement (Pass/Fail)
Group draft report. Draft presentation (5%)
Group report . Written report, 2000 words (25%)
Group oral presentation. Conference presentation 20 mins plus 5 mins Q+A (25%)
Peer evaluation (Individual). Peer assessment/tutorial participation (10%)
Self evaluation (Individual). Self evaluation (500 words) (10%)
Prerequisites You will need to have successfully completed MCC204 Public Relations: Contemporary Approaches / PRO204 Public Relations Strategy in order to enrol in this unit. It is also useful if students have successfully completed MCC345 / PRO345 Issues and Crisis Management.
Exclusions Students who have successfully completed MCC307 Campaign Management may not enrol in this unit for credit.
Appears in these Courses/Majors:
see individual structures for context
Public Relations (BA) [New in 2014]
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.

Contacts

Unit Coordinator
PRO307
Ms Lydia Gallant
P/T Teaching Casual

e: Lydia.Gallant@murdoch.edu.au
Unit Contacts
PRO307

KAPLAN-SGP: TSA-Internal
Dr Catherine Archer
Lecturer in Public Relations

Murdoch Campus
t: 9360 2188
e: C.Archer@murdoch.edu.au
o: 450.4.061 - Education and Humanities, Murdoch Campus
PRO307

KAPLAN-SGP: TJA-Internal
Mrs Deborah Williams
Associate Lecturer in Strategic Communication

Murdoch Campus
t: 9360 2850
e: Deborah.Williams@murdoch.edu.au
o: 450.4.060 - Education and Humanities, Murdoch Campus
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