Refer to the specific census and withdrawal datesfor the semester(s) in which this unit is offered.
The aim of the unit is to enable students to apply advanced principles of strategic and integrated communication/public relations practices. The unit addresses the concept and rationale of the integrated role of strategic public relations/communication in the organisational context. The unit expounds competencies in the planning, implementation, management and evaluation of strategies relating to corporate identity and branding, and corporate reputation and reputational risks. The unit highlights the similarities and differences between related practices such as corporate communication, public relations, integrated marketing communication, corporate and advocacy advertising, and marketing.
On completion of the unit, students will be expected to be able to:
Within semester assessment: 70% + Exam: 30%
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.