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 role public relations plays in a range of environments – private, corporate, government and not-for-profit and to develop skills in delivering public relation solutions to a diverse range of scenarios. The aims of this subject are to: · Provide students with a grounding in public relations as part of an organisation’s strategic management focus · Develop students knowledge of the methodologies, tools and techniques in managing public relations areas · Understand the roles of, and approaches to, the management of public relations in the public, private and community sectors · Understand public relations’ role in the marketing mix
The purpose of this subject is to provide students with an understanding of the role public relations plays in a range of environments – private, corporate, government and not-for-profit and to develop skills in delivering public relation solutions to a diverse range of scenarios.
The aims of this subject are to:
· Provide students with a grounding in public relations as part of an organisation’s strategic management focus
· Develop students knowledge of the methodologies, tools and techniques in managing public relations areas
· Understand the roles of, and approaches to, the management of public relations in the public, private and community sectors
· Understand public relations’ role in the marketing mix
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
· Public relations origins, definition and history · Public relations organisation and management · The public relations practitioner · Public relations theories and approaches · Persuasion, credibility and ethics · Industry standards and social responsibility for public relations in a global context · Media, advertising and marketing relationships for public relations
· Public relations origins, definition and history
· Public relations organisation and management
· The public relations practitioner
· Public relations theories and approaches
· Persuasion, credibility and ethics
· Industry standards and social responsibility for public relations in a global context
· Media, advertising and marketing relationships for public relations
Harrison K. (2003), Strategic Public Relations, 5th ed., Century Consulting, Century, Ventures, Australia. Johnston, J. & Zawawi, C. (eds). Public Relations Theory and Practice, 2nd ed., Allen & Unwin Academic. Tench, Ralph & Yeomans, L. (2006). Exploring Public Relations, Prentice Hall. Tymson & Lazar. (2008), The New Australian and NZ Public Relations Manual, Tymson Communications. Center, A. & Jackson, P. (2008), Public Relations Practices: Managerial Case Studies and Problems, 6th ed., Pearson. Hendrix, J. & Hayes, D. Public Relations Cases. Amazon Press.
Harrison K. (2003), Strategic Public Relations, 5th ed., Century Consulting, Century, Ventures, Australia.
Johnston, J. & Zawawi, C. (eds). Public Relations Theory and Practice, 2nd ed., Allen & Unwin Academic.
Tench, Ralph & Yeomans, L. (2006). Exploring Public Relations, Prentice Hall.
Tymson & Lazar. (2008), The New Australian and NZ Public Relations Manual, Tymson Communications.
Center, A. & Jackson, P. (2008), Public Relations Practices: Managerial Case Studies and Problems, 6th ed., Pearson.
Hendrix, J. & Hayes, D. Public Relations Cases. Amazon Press.
