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  2. PR Campaign Planning and Management [PRN3125]

Faculty of Education and Arts

School: Communications and Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    PR Campaign Planning and Management

  • Unit Code

    PRN3125

  • Year

    2015

  • Enrolment Period

    1

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit provides insight and a transition into the realities of a public relations workplace environment. Students apply the knowledge and skills they have developed in the course to the requirements of public relations campaigns, particularly in marketing communication, which is one of the largest areas of public relations practice. Students learn how public relations can play a key role in achieving campaign objectives for individuals, groups, organisations and government agencies. Working in teams, students develop public relations strategies from simulated and real scenarios. The basics of project management, client relationships, cost estimation, budgeting and scheduling are included in this unit.

Prerequisite Rule

Students must pass 2 units from PRN2110, PRN2125

Learning Outcomes

On completion of this unit students should be able to:

  1. Apply public relations theories and principles to the planning and implementation of PR campaigns.
  2. Demonstrate good presentation skills.
  3. Develop and maintain constructive internal and external client relationships.
  4. Develop and make a group marketing public relations campaign presentation in response to a client brief.
  5. Engage consumer communities through social media and social networking.
  6. Generate creative ideas and implementation activities for PR campaigns.
  7. Identify and critically appraise opportunities and problems that can be addressed by public relations campaigns.
  8. Manage PR campaigns, including cost estimation, budgeting and scheduling.
  9. Measure and evaluate the effectiveness of PR campaigns.
  10. Summarise the differences between marketing public relations, advertising and integrated marketing communication.

Unit Content

  1. Brands and PR, including the corporate brand and internal brand.
  2. Campaign management, in-house and using consultants.
  3. Clarifying the differences between advertising, integrated marketing communication and marketing public relations.
  4. Engaging consumer communities: using social media in marketing public relations.
  5. Planning for public relations campaigns at the local, national and international level, taking into account cross-cultural differences.
  6. Presentation skills.
  7. Research, analysis and evaluation of PR campaigns.
  8. Setting measurable objectives and evaluating results in PR campaigns, and incorporating sustainability principles.
  9. The communication techniques of marketing public relations including the use of support material.
  10. The growing role of public relations in the marketing mix.

Additional Learning Experience Information

Lectures. Workshops.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

Due to the professional competency skill development associated with this Unit, student attendance/participation within listed in-class activities is compulsory. Students failing to meet participation standards as outlined in the unit plan may be awarded an I Grade (Fail - incomplete). Students who are unable to meet this requirement for medical or other reasons must seek the approval of the unit coordinator.

ON CAMPUS
TypeDescriptionValue
AssignmentAssignment 170%
ExaminationExamination30%

Text References

  • Backwith, N. (2007). Managing professional communications agencies: How to double your profitability. London: Public Relations Consultants Association.
  • Trout, J. (1996). The new positioning: The latest on the world's # 1 business strategy. New York: McGraw-Hill.
  • Scott, D. (2007). The new rules of marketing & PR. Hoboken, New Jersey: John Wiley.
  • Harrison, K. (2011). Strategic public relations: A practical guide to success. South Yarra: Palgrave Macmillan.

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

PRN3125|1|1

Faculty of Education and Arts

School: Communications and Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    PR Campaign Planning and Management

  • Unit Code

    PRN3125

  • Year

    2015

  • Enrolment Period

    2

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit provides insight and a transition into the realities of a public relations workplace environment. Students apply the knowledge and skills they have developed in the course to the requirements of public relations campaigns, particularly in marketing communication, which is one of the largest areas of public relations practice. Students learn how public relations can play a key role in achieving campaign objectives for individuals, groups, organisations and government agencies. Working in teams, students develop public relations strategies from simulated and real scenarios. The basics of project management, client relationships, cost estimation, budgeting and scheduling are included in this unit.

Prerequisite Rule

Students must pass 2 units from PRN2110, PRN2125

Learning Outcomes

On completion of this unit students should be able to:

  1. Apply public relations theories and principles to the planning and implementation of PR campaigns.
  2. Demonstrate good presentation skills.
  3. Develop and maintain constructive internal and external client relationships.
  4. Develop and make a group marketing public relations campaign presentation in response to a client brief.
  5. Engage consumer communities through social media and social networking.
  6. Generate creative ideas and implementation activities for PR campaigns.
  7. Identify and critically appraise opportunities and problems that can be addressed by public relations campaigns.
  8. Manage PR campaigns, including cost estimation, budgeting and scheduling.
  9. Measure and evaluate the effectiveness of PR campaigns.
  10. Summarise the differences between marketing public relations, advertising and integrated marketing communication.

Unit Content

  1. Brands and PR, including the corporate brand and internal brand.
  2. Campaign management, in-house and using consultants.
  3. Clarifying the differences between advertising, integrated marketing communication and marketing public relations.
  4. Engaging consumer communities: using social media in marketing public relations.
  5. Planning for public relations campaigns at the local, national and international level, taking into account cross-cultural differences.
  6. Presentation skills.
  7. Research, analysis and evaluation of PR campaigns.
  8. Setting measurable objectives and evaluating results in PR campaigns, and incorporating sustainability principles.
  9. The communication techniques of marketing public relations including the use of support material.
  10. The growing role of public relations in the marketing mix.

Additional Learning Experience Information

Lectures. Workshops.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

Due to the professional competency skill development associated with this Unit, student attendance/participation within listed in-class activities is compulsory. Students failing to meet participation standards as outlined in the unit plan may be awarded an I Grade (Fail - incomplete). Students who are unable to meet this requirement for medical or other reasons must seek the approval of the unit coordinator.

ON CAMPUS
TypeDescriptionValue
AssignmentAssignment 170%
ExaminationExamination30%

Text References

  • Backwith, N. (2007). Managing professional communications agencies: How to double your profitability. London: Public Relations Consultants Association.
  • Trout, J. (1996). The new positioning: The latest on the world's # 1 business strategy. New York: McGraw-Hill.
  • Scott, D. (2007). The new rules of marketing & PR. Hoboken, New Jersey: John Wiley.
  • Harrison, K. (2011). Strategic public relations: A practical guide to success. South Yarra: Palgrave Macmillan.

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

PRN3125|1|2