Swinburne University of Technology - Melbourne Australia
Future Students - Courses
Duration
Contact Hours
Campus
Prerequisite
Corequisite
12 Weeks or equivalent
36 hours or equivalent
Prahran
Credit Points: 12.5 Credit Points
This unit is a core unit in the Graduate Certificate of Business Management (Public Relations), and an elective unit in specified Graduate Certificates of Business Management. The Graduate Certificate programs form the first year of the Master of Business Management .
The purpose of this subject is to provide students with an understanding of the practice of public relations from a set of technical communications skills to a more strategic, professional and management-focused undertaking. The aims of this subject are to: · Provide students with knowledge of the principles and practices of public relations in today’s environment · Provide students with the skills and knowledge required to research, evaluate, plan and write in a public relations context · Develop students skills and abilities in the internal and external communication process · Provide students with the understanding of specialist public relation areas and the skills required to operate in each context
The purpose of this subject is to provide students with an understanding of the practice of public relations from a set of technical communications skills to a more strategic, professional and management-focused undertaking.
The aims of this subject are to:
· Provide students with knowledge of the principles and practices of public relations in today’s environment
· Provide students with the skills and knowledge required to research, evaluate, plan and write in a public relations context
· Develop students skills and abilities in the internal and external communication process
· Provide students with the understanding of specialist public relation areas and the skills required to operate in each context
Lectures, guest speakers, industry visits, case study analysis, online delivery
Individual assignment/report 30-50% Syndicate assignment/report and presentation 30-50% Case study analysis and/or group-based discussion 10-30%
Swinburne University of Technology (SUT) works to produce higher education graduates who are capable in their chosen professions, can contribute in an entrepreneurial and innovative way within their workplace or community, can operate effectively and ethically in their business life, and are adaptable and able to manage change. It is expected that graduates will leave with a diverse wealth of experiences and will have developed individual knowledge, abilities and attitudes commensurate with professional standards appropriate to the business and wider community. Within this context it is the intention that this Program will enable students to develop the following skills: · Teamwork skills · Analytical skills · Business research skills appropriate to addressing managerial challenges and problem solving · Problem solving and decision making skills · Communication skills · Reporting and presentation skills · Ability to work independently · Ability to address unfamiliar problems · Ability to engage in critical enquiry and discussion · Ability to identify and address ethical matters in business
Swinburne University of Technology (SUT) works to produce higher education graduates who are capable in their chosen professions, can contribute in an entrepreneurial and innovative way within their workplace or community, can operate effectively and ethically in their business life, and are adaptable and able to manage change. It is expected that graduates will leave with a diverse wealth of experiences and will have developed individual knowledge, abilities and attitudes commensurate with professional standards appropriate to the business and wider community.
Within this context it is the intention that this Program will enable students to develop the following skills:
· Teamwork skills
· Analytical skills
· Business research skills appropriate to addressing managerial challenges and problem solving
· Problem solving and decision making skills
· Communication skills
· Reporting and presentation skills
· Ability to work independently
· Ability to address unfamiliar problems
· Ability to engage in critical enquiry and discussion
· Ability to identify and address ethical matters in business
· Internal and external communications · Communications channels · Public relations writing · Public relations planning · Public relations research and evaluation · Public relations stakeholders and audiences · Corporate image, identity and strategy · Public relations approaches for different sectors · Public relations specialist areas of practice
· Internal and external communications
· Communications channels
· Public relations writing
· Public relations planning
· Public relations research and evaluation
· Public relations stakeholders and audiences
· Corporate image, identity and strategy
· Public relations approaches for different sectors
· Public relations specialist areas of practice
Breakenridge, D. PR 2.0, FT Press. Center, A. & Jackson, P. (2008), Public Relations Practices: Managerial Case Studies and Problems, 6th ed., Pearson. Harrison K. (2003), Strategic Public Relations, 5th ed., Century Consulting, Century, Ventures, Australia. Hendrix, J. & Hayes, D. Public Relations Cases. Amazon Press. Johnston, J. & Zawawi, C. (eds). Public Relations Theory and Practice, 2nd ed., Allen & Unwin Academic. Mahoney, J. (2008), Public Relations Writing in Australia. Oxford Press. Australia. Scott Meerman, D. The New Rules of Marketing and PR, Wiley and Sons. Tench, Ralph & Yeomans, L. (2006). Exploring Public Relations, Prentice Hall. Tymson & Lazar. (2008), The New Australian and NZ Public Relations Manual, Tymson Communications. Watson & Noble. Evaluating Public Relations, Kogan Page.
Breakenridge, D. PR 2.0, FT Press.
Center, A. & Jackson, P. (2008), Public Relations Practices: Managerial Case Studies and Problems, 6th ed., Pearson.
Harrison K. (2003), Strategic Public Relations, 5th ed., Century Consulting, Century, Ventures, Australia.
Hendrix, J. & Hayes, D. Public Relations Cases. Amazon Press.
Johnston, J. & Zawawi, C. (eds). Public Relations Theory and Practice, 2nd ed., Allen & Unwin Academic.
Mahoney, J. (2008), Public Relations Writing in Australia. Oxford Press. Australia.
Scott Meerman, D. The New Rules of Marketing and PR, Wiley and Sons.
Tench, Ralph & Yeomans, L. (2006). Exploring Public Relations, Prentice Hall.
Tymson & Lazar. (2008), The New Australian and NZ Public Relations Manual, Tymson Communications.
Watson & Noble. Evaluating Public Relations, Kogan Page.
