Note: This is an archived Handbook entry from 2011.
|Dates & Locations:|| |
This subject has the following teaching availabilities in 2011:February, Parkville - Taught on campus.
Timetable can be viewed here. For information about these dates, click here.
|Time Commitment:||Contact Hours: 24 |
Total Time Commitment: 120
|Prerequisites:||Admission to the postgraduate certificate in media and communication, postgraduate diploma or Master of Global Media Communication, postgraduate diploma publishing and communications, or Master of Publishing and Communications|
|Recommended Background Knowledge:||None|
|Non Allowed Subjects:||Students who have previously undertaken 100-419 Public Relations and Corporate Power are not eligible to enrol in this subject.|
|Core Participation Requirements:||
For the purposes of considering request for Reasonable Adjustments under the disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements of this entry.
The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/
CoordinatorProf Sean Cubitt
This subject examines the practice of public relations in a globally corporatised environment and pays special attention to its historical and theoretical development in the context of large business corporations. The role of public relations as a human agency in sustaining a balance between competing and opposing forces in complex environments is explored. Lectures will present a critical assessment of the reactive and unethical approaches of selected business corporations towards various publics and inform students of corrective and pro-active forms of building corporate culture, managing (media) relationships, designing corporate campaigns and community sponsorships, analysing risks and issues and networking through coalitions in global terms. Students will debate mainstream and critical theoretical perspectives and engage with actual public relations cases by critically investigating problems and issues in the contemporary practice of corporate public relations.
Students who complete this subject will:
|Assessment:||A case study report of 2000 words 40% (due two weeks after the end of teaching), a written essay based on the case plan of 2000 words 40% (due two months after the end of teaching), and a 15-minute class presentation (equivalent to 1000 words) 20%. Students are required to attend a minimum of 80% of classes in order to qualify to have their written work assessed. All required written work must be submitted in order to pass the subject.|
|Prescribed Texts:|| |
A subject reader will be available.
|Breadth Options:|| |
This subject is not available as a breadth subject.
|Fees Information:||Subject EFTSL, Level, Discipline & Census Date|
Students who successfully complete this subject will:
Master of Global Media Communication |
Master of Publishing and Communications
Postgraduate Diploma in Arts (Editing and Communications)
Postgraduate Diploma in Arts (Media and Communication)
Media and Communication |
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