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

As a capstone unit, Public Relations Campaigns integrates material from across the public relations major. Public Relations Campaigns provides students with the opportunity to synthesise and apply knowledge, while developing and refining skills in professional public relations practice. Public Relations Campaigns models and prepares students for the transition to professional practice, working with a real world organisation as a client and learning in both collaborative and independent settings.

Aims

In Public Relations Campaigns, students work in small teams to develop and present a comprehensive public relations campaign plan to a real world organisation as a client. Individually, each student develops a portfolio of public relations writing.

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. Describe the public relations campaign theory and planning processes
2. Analyse and evaluate public relations opportunities and problems to enhance public relations campaign decision-making
3. Develop and present a public relations campaign that responds to a client's need
4. Integrate governance, diversity, ethical and legal implications into public relations campaigns
5. Develop and justify a range of appropriate public relations tactics
6. Evaluate how team roles and processes contribute to team performance
7. Communicate effectively to different audiences using a range of genres.

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

Content

The capstone unit reviews key aspects of public relations theory and planning for application in a real world context. In the workshops, key content will include:

public relations planning for campaigns

public relations theories

techniques to prepare for and respond to a client brief

selecting and preparing targeted public relations tactics

presentation skills and training

approaches for effective independent learning and team work.

Approaches to Teaching and Learning

Public Relations Campaigns integrates learning through face-to-face workshops and work in progress meetings, and learning in virtual environments through online resources and learning activities. The teaching and learning approaches in Public Relations Campaigns foster collaborative and independent learning with the teaching team guiding, supporting and facilitating significant learning outcomes for engaged students.

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, such as checklists (e.g. criteria sheets), written commentary


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


• Indirect: to the whole class

Students will receive written feedback in all assessment items and on marking criteria sheets. Additional individual verbal feedback can be requested from the marker by appointment. Feedback to students will be provided two weeks from submission.

Assessment name: Presentation (Oral)
Description: Campaign pitch - Teams of three or four students pitch the strategy, key ideas and elements of a public relations plan being prepared in response to a brief from a real world organisation as a client. Feedback is provided by academic supervisors and the client. This feedback informs the further development of the written public relations campaign plan.
Length or Duration: 25 minutes (20 min presentation + 5 min question time)
Formative or Summative: Formative and Summative
Weighting:30% - 20% team, 10% individual
Relates to objectives: Unit Objectives: 7 and AoL: KS (1.1), KS (1.2), CTA (2.1), PC (3.2)
Weight: 30%
Internal or external: Internal
Group or individual: Group with Individual Component
Due date: Week 8 and 9


Assessment name: Report
Description: Campaign Plan - In teams, students prepare a full written public relations campaign plan in response to a brief from a real world organisation as a client.
Length or Duration: 2,000 Words (plus appendices)
Formative or Summative: Summative
Relates to objectives: Unit Objectives:1, 2, 3, 4 & 7 and AoL: KS (1.1), KS (1.2), CTA (2.1), PC (3.1), SEU (5.1)
Weight: 40%
Internal or external: Internal
Group or individual: Group
Due date: Week 11


Assessment name: Portfolio
Description: Public relations writing portfolio - Individually, each student develops a portfolio of written tactics suited to contemporary public relations practice. The tactics are selected and developed from writing exercises in workshops across the semester. The portfolio also includes a reflection on teamwork, and social and ethical values in professional practice.
Length or Duration: 1,500 words
Formative or Summative: Summative
Relates to objectives: Unit Objectives: 5, 6 & 7 and AoL: KS (1.1), KS (1.2), CTA (2.1), PC (3.1), TW (4.1), SEU (5.1)
Weight: 30%
Internal or external: Internal
Group or individual: Individual
Due date: Monday 3 June


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

· There is no set text for this unit. A list of recommended texts and readings is provided and regularly updated on the Blackboard site.
· CMD readings and online resources

Please refer to the academic databases on the library website for academic journal resources. Additional references can also be found at the unit's Blackboard site.

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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: 22-Feb-2013