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

Global Public Relations Cases provides a platform for students to collaborate with their peers in order to build on their prior public relations knowledge and skills. Students will analyse and evaluate the public relations responses of various organisations, using case studies to explore how organisations make decisions, and respond to communications challenges. Students will strengthen their evaluative and critical-thinking skills while considering how public relations 'practice areas', and the evolving global nature of contemporary organisational communications, drives organisational decision-making regarding stakeholder communication. The skills focus in this unit positions students well for the capstone unit.

Aims

This unit aims to:
1. strengthen students' analytical and evaluation skills in public relations relevant to practice areas; and
2. build skills in decision-making to resolve public relations problems.
3. build collaborative skills.

Objectives

Course Learning Goals (Undergraduate)
The 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 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context

Be critical thinkers and effective problem solvers (CTA)

2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue

Be professional communicators in an intercultural context (PC)

3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences

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

4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output

Have a Social and Ethical Understanding (SEU)

5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding

Unit Objectives
Upon successful completion of this unit, you should be able to:

1. define and apply a range of generic public relations strategies or solutions relevant to public relations case studies
2. analyse case information to define public relations problems, consider alternate solutions, and consider relevant ethical and intercultural elements in deciison-making.
3. contribute effectively to a group process
4. demonstrate the ability to communicate effectively to different audiences using a range of genres.
5. Evaluate and compare the decision-making in a specific case to other organisations and situations.


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

Content

Global Public Relations Cases is built around case studies about a range of specialist practice areas with integration of skills in decision-making and ethical and professional conduct. The unit content incorporates the following elements:

Case studies in specialised areas of practice in public relations including media relations, crisis communication, investor and financial relations, community consultation, employee relations, and government relations;

Globalisation, intercultural communication, and leadership content; and

Frameworks for public relations decision-making

Approaches to Teaching and Learning

Case studies and problem-based learning tools will be used to encourage students to develop critical thinking skills in the evaluation of public relations strategies. This critical and personal reflection will guide students to deliver new and creative solutions to the problems presented. By appraising a broad range of public relations cases, students will develop their own decision-making processes through a combination of decision-making frameworks taught in-class and exposure to modelled approaches in public relations case studies. Assessment is structured around individual and group pieces. Group learning will stimulate class debate and build students' skills in defending their choices or decisions.

This unit may use the SafeAssign tool in BlackBoard. SafeAssign is a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You may be asked to use SafeAssign, in which case you will be expected to submit draft and/or final versions of one or more assignments and may be asked to answer a short online survey about the tool. Using SafeAssign does not constitute formal submission of an assignment. Your Unit Coordinator will provide detailed information on how the software will be used for individual assignments. The use of the tool is for educative purposes and is entirely voluntary.

Assessment

Students will receive feedback in various forms throughout the semester which may include:

• Informal: worked examples, such as verbal feedback in class, personal consultation


• Formal: in writing, (e.g. comments on criteria sheets)


• Direct: to individual students, either in written form or in consultation


• Indirect: to the whole class

Feedback is integrated into assessment. Assessment items one and two are designed to support student performance in the final assignment that is worth 50%. Verbal feedback will be provided in tutorial and lectures and written feedback will be provided in all assignments that are submitted. Where required or requested, specific feedback will be provided to students in tailored mediums.

Assessment name: Case Analysis: Short Report
Description: Students will work individually to examine a nominated public relations case. Students will define the public relations problem and consider the key factors relevant to decision-making in the case in a report.
Length or Duration:1,000 words
Formative or Summative: Formative
Relates to objectives: Unit Objectives: 1 and 2 and AoL: K&S (1.1), CTA (2.1), PC (3.1)
Weight: 25%
Internal or external: Internal
Group or individual: Individual
Due date: 5


Assessment name: Group Presentation
Description: From weeks seven to 12, students will give a group PowerPoint presentation which overviews how a specific organisation is responding to a contemporary public relations problem, and lead a discussion involving other students in the classroom around decision-making elements associated with responding to the public relations problem.
Length: 15-20minute presentation and submit PowerPoint presentation material
Formative or Summative:Formative and Summative
Relates to objectives: Unit Objectives: 2, 3, 4, 5 and AoL: KS (1.2), CTA (2.1), PC (3.2) and (TW) 4.1
Weight: 25%
Internal or external: Internal
Group or individual: Group
Due date: 7-12


Assessment name: Case Analysis: Report
Description: Using an assigned case study, students will define the organisation's public relations problem outline key decision-making elements, with a focus on ethical and intercultural factors, critique the organanisation's approach to resolving the public relations problem and suggest alternate solutions based on supporting evidence from theory, academic and credible industry sources of relevance to public relations.
Length: 2000 words
Formative or Summative: Summative
Relates to objectives: Unit Objectives: 1, 2 and 5 and AoL: KS (1.1), CTA (2.1), PC (3.1), SEU (5.1)
Weight: 50%
Internal or external: Internal
Group or individual: Individual
Due date: Week 13


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 or readings
Global Public Relations Case Studies and unit readings are available via the unit's course materials database (CMD).

Other Resources
Additional resources can be found at the unit's Blackboard site.
Relevant journals include the Australian Journal of Communication, Asia Pacific Public Relations Journal, Journal of Business Ethics, Journal of Communication, Journal of Public Affairs, Journal of Public Relations Research, Journal of Communication Management, Management Communication Quarterly, Public Relations Review

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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: 30-Jan-2013