Units

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Sample subject outline - Semester 1 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

This unit is delivered in both internal and external modes. The external offering of this unit is only available to students admitted to the BS16 Master of Business, BS17 Master of Business (Advanced), BS18 Master of Business/Master of Business courses and the BS39 Graduate Certificate in Business.


AMN465 Public Relations Management introduces students to public relations as a management function in contemporary organisations. Public relations is based on the management of relationships between organisations and the groups or individuals on whom their success or failure depends. This unit lays the foundation for students to begin to explore the nature of such relationships, and the tools, theories and strategies which may be deployed to successfully manage relationships between organisations and their publics.

Aims

AMN465 introduces students to the key concepts and theories in public relations. Using real world cases, students learn how theory can be used to understand organisations' interactions with stakeholders; to critically analyse how organisations respond to publics in relation to issues; and to suggest ways that organisations might improve relationships with these publics

Objectives

QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Well-researched knowledge and critical understanding applied to issues at the forefront of a specialised discipline area
1.2 Ability to select and use effectively a range of tools and technologies to locate and/or generate information appropriate to the disciplinary context

Be critical thinkers and effective problem solvers (CTA)

2.1 Apply logical, critical and creative thinking and judgement to generate appropriate solutions to problems in the disciplinary context

Be professional communicators in an intercultural context (PC)

3.1 Ability to create and present professional documents and/or reports using high levels of analysis/synthesis/evaluation for a range of contexts and audiences
3.2 Ability to orally communicate and justify ideas and information, at a professional level, for a variety of contexts and audiences, including peers and discipline specialists

Be able to work effectively in a Team Environment (TW)

4.1 Operate effectively and with flexibility to achieve common goals in collaborative settings, using a range of skills, including leadership, negotiation, reflection, proactivity and support for team members

Have a Social and Ethical Understanding (SEU)

5.1 Apply knowledge of the ethical, social and cultural dimensions relevant to business situations, including appropriate standards or codes of practice, to provide courses of action

Unit Objectives
Upon completion of this unit students should be able to:

1. Identify, describe, and discuss the contribution of public relations to the management of organisations - particularly when faced by complex issues - and the challenges and motivations of conducting public relations in a range of practice contexts.
2. Recognise and describe the key theoretical concepts and frameworks of public relations including relationship management, systems theory, adjustment and adaptation, co-orientation, and Grunig & Hunt's four historical models of public relations; and articulate how these public relations concepts and frameworks inform current public relations practice.
3. Formulate recommendations for public relations responses drawing upon appropriate theoretical concepts and frameworks, and demonstrating an awareness of the importance of ethical considerations to such decisions.
4. Demonstrate professional communication skills in writing reports and proposals using clear structure and style.


The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

Students are provided with content relevant to the management of public relations using relationship management as the guiding rationale. Over the semester, a series of practice areas is covered including issues management, public opinion, and media relations. The content is presented in three modules:
· Module 1: What is public relations - concepts and principles
· Module 2: Why do we do public relations - motivations and focuses
· Module 3: How do we do public relations - communication with key publics
Each module is comprised of a series of related topics.
The knowledge, skills and capabilities students will develop in this unit will enable them to articulate key theoretical concepts and frameworks and draw upon these to inform analysis and evaluation of the impact of public relations issues on the management of organisation-public relationships; and to recommend appropriate and justified public relations responses to issues.

Approaches to Teaching and Learning

The learning and teaching approach for the face-to-face version of this unit involves a two hour lecture and one hour tutorial (or their equivalent for students undertaking this unit in flexible delivery mode) each week. Lectures are designed to integrate information provided in readings and slides using case studies and discussions of contemporary issues to demonstrate the relevance and importance of public relations to organisations. The tutorials (for students in the face-to-face mode) and exercises are designed to reinforce lecture content through relevant exercises and discussions that also prepare students for their assessment items and competencies in the practice of public relations. Students will also learn through real-life case studies, class discussions, exploration of current media issues, and group discussions of topics of interest and relevance. Feedback is provided to students during class and in assessment items (see below). Students' learning experiences are supported by the provision of additional resources on the unit's Blackboard site.
Please note that students undertaking this unit in the flexible delivery mode are not required to attend AMN465 classes on campus.

Assessment

There are two assessment items in this unit - a report and a proposal (essay) based on a recent public relations issue that has been in the media. Each assessment item requires you to undertake description and analysis of aspects of that issue from a public relations perspective.Students who attend classes regularly - or who participate appropriately in their online equivalent - will receive ongoing informal verbal feedback on their ideas and concerns from their lecturer and tutor as the semester progresses. More formal feedback will be provided in writing on the written assessment items, and via podcasts and PowerPoint presentations uploaded to the Blackboard site. The unit lecturer and tutors will be available to students at specified times for in-person or online consultations and feedback on progress; feedback will also be provided by email where requested.

Assessment name: Report
Description: You will be provided with a selection of issues to choose from. Analyse one from an organisational perspective. This task forms the basis of the final assessment item in this unit.

Length/Duration: 2,000 words

Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1 & 4 and AOL goals: KS (1.1), PC (3.1)
Weight: 40%
Internal or external: Both
Group or individual: Individual
Due date: Week 6

Assessment name: Essay
Description: Using the same case as in the first asssesment item, identify and analyse a response to the issue that had already been made by your organisation and suggest an alternative response.

Length/Duration: 3,000 words

Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 2, 3 & 4 and AOL goals: CTA (2.1), PC (3.1), SEU (5.1)
Weight: 60%
Internal or external: Both
Group or individual: Individual
Due date: Central Exam Period

Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Prescribed Text
Broom, G. M., & Sha, B-L. (2012). Cutlip and Center's Effective Public Relations (11th edn.). New Jersey: Pearson Education International.


Other Resources
AMN465 Readings on the CMD (Course Materials Database)

Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 20-Dec-2012