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  • 1. Faculty of Education and Creative Arts New Course Proposal Public Relations and Sponsorships in Arts Administration EDED XXXXX Date 8 September 2004 Date approved by Faculty Planning and Development Committee: Date approved by the Faculty Education Committee: Date recommended by the Resources Sub-Committee: Date recommended by the Program Review Group: Date recommended by the Education Committee of Academic Board: Date approved by Academic Board:
  • 2. 1. Name of Course Public Relations and Sponsorship in Arts Administration 2. Subject Area / Catalogue number EDED XXXXX 3. ASCED code 080509 4. Does Course replace existing Course? Yes/No. If yes, please list the old course name and course code. If no, please provide details concerning EFTSU allocation Yes. This course will replace MRKT20041 Public Relations and Sponsorship 5. Host faculty Faculty of Education and Creative Arts Host School Education and Innovation 6. Teaching faculties and % contribution Faculty of Education and Creative Arts – 100% 7. Units of credit 8 Units of Credit 8. Course available for program type Masters by coursework 9. Available to all programs at that level? Yes/No. If No, Details of which Programs approved. Yes 10. Year of Course offered (eg: Level 1, Advanced) 2005 11. Term and Year Offered Term 1, 2005 12. Mode of study: • Internal • External 13. For internal, indicate campus of offering • Brisbane • Fiji • Gold Coast • Melbourne New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 2 of 14 Date: 29/4/10
  • 3. • Rockhampton • Singapore • Sydney • Flexible 14. Industrial experience hours N/A 15. Graded course Yes 16. Pass/Fail grading only No 17. Full Year Course Combination No 18. Structure of presentation (eg: by lectures, tutorial or laboratory work, ISL, VAL, etc.) Lectures, Tutorials, Workshops 19. Prerequisite(s) Nil 20. Corequisite(s) Nil 21. Rationale for offering the Course, including reference to relevant mission statements and strategic plan Over the last several months the Faculty of Education and Creative Arts has been conducting a review of the Master of Arts Administration (MAA) program. This review has now been completed. The review recommended several changes to the MAA program. These included: changes to the names of some existing courses to better reflect the content, the creation of a new exit award and the replacement of all existing MAA courses with 8 units of credit courses. The relevant proposals for each of these recommendations are currently being developed and will be forwarded to the relevant University Committees for approval. The new course, EDED XXXXX Public Relations and Sponsorship in the Creative Industries with 8 units of credit will replace the existing 6 units of credit course MRKT20041 Public Relations and Sponsorship. Students currently undertaking the MAA are required to complete 48 units of credit (8 x 6 units of credit courses). The replacement of the existing 6 units of credit courses within the MAA by the newly developed 8 units of credit courses will mean that from 2005, students who enrol in the MAA will complete 64 units of credit (8 x 8 units of credit courses). The introduction of 8 units of credit courses will bring the MAA into line with other masters’ programs offered by CQU. Currently, students enrolled in MAA courses pay the same fee as those enrolled in eight (8) units of credit masters courses. New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 3 of 14 Date: 29/4/10
  • 4. 22. Objectives in terms of learning outcomes and/or skills developments Graduates will demonstrate the ability to: • Evaluate how arts administrators use Public Relations and Sponsorship; • Analyse case studies of how film and television, design, new media, and/or performance/ events use of sponsorship and public relations techniques • Apply the strategies and processes of contemporary Public Relations and Sponsorship to the Creative Industries including film and television, design, new media, and/or performance/events; • Plan and evaluate Public Relations and Sponsorship strategies relevant to the Creative Industries including film and television, design, new media, and/or performance/events. • Demonstrate critical thinking relevant to the resolution of problems associated with public relations and sponsorship in the Creative Industries. This course contributes towards the development in students of the 7 CQU Generic Skills: 1. Monitor the environment, develop strategies, and capitalise on change 2. Inquire, evaluate and use information effectively 3. Solve problems (and to apply scientific reasoning*) 4. Use information technology 5. Apply discipline related theory to practice in both familiar and unfamiliar situations 6. Function effectively as team members and as team leaders 7. Communicate effectively 23. Proposed textbooks A book or CD-ROM of Readings is issued with the course. 24. Proposed types of assessment Assessment for the course will be on the basis of: Presentation 30% Case Study Report 30 % Analytical Paper 40% The following are examples of the type assessment students will be required to complete. Assessment Item 1 - Presentation A presentation on a topic as negotiated with the tutor. Assessment Item 2 – Case Study Report A 2,000 word Case Study as negotiated with the tutor Assessment Item 3 – Analytical Paper Example: “Public Relations are more about image than about truth.” Critically discuss this statement with reference to theories of public relations, ethics and the potential impact of Public Relations on companies and the community. Your discussion should refer to a resolution of the conflict between image and truth that can occur in Public Relations. 25. Outline of topics addressed • Readings that highlight the use of sponsorship and public relations in film and television, New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 4 of 14 Date: 29/4/10
  • 5. design, new media and or performance/events. • Case studies of the use of public relations and sponsorship in film and television, design, new media and or performance/events 26. Synopsis for PeopleSoft Higher Education This course provides students with a critical appreciation of how and why Arts Administrators adopt sponsorship and public relations techniques in film and television, design, new media, and/or performance/events industries. 27. Statement on (a) current resources to be used, and (b) additional resources needed (staff, library, computing, equipment, space and distance education support. A statement of ability of the relevant Heads of Divisions or Heads of Campus that they are able to resource the set-up an delivery of the course, where resources are required outside the Host Faculty. As the course replaces an existing course, it is not envisaged that there will be any significant implications or resource issues for the Faculty, students, campus’ and/or other Faculties/Divisions 28. Statement from all other Deans, to indicated that they have had the opportunity to contribute to the Course, and indicating their support for, and where appropriate, their ability to resource, the delivery of the proposed Course: N/A 29. Statement of Accreditation, where applicable. If the Course is a component of an accredited Program, state what steps have been taken to ensure accreditation status of the Program is maintained: N/A PART A Course details Course code EDED XXXXX Course name Public Relations and Sponsorship in Arts Administration School Education and Innovation Level Advanced Units of credit 8 Prerequisite/Corequisite Nil Suggested study 120 hours commitment Term of offering Term 1, 2005 Course website http://www.edca.cqu.edu.au/cqcm/maa Campus Refer to Course Availability http://handbook.cqu.edu.au/crseavail/index.html New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 5 of 14 Date: 29/4/10
  • 6. Course synopsis This course provides students with a critical appreciation of how and why Arts Administrators adopt sponsorship and public relations techniques in film and television, design, new media, and/or performance/events industries. Learning Outcomes For students to: • Evaluate theories and principles of Public Relations and Sponsorship in the context of the Creative Industries; • Evaluate the impact and effectiveness of Public Relations and Sponsorship in selected case studies; • Apply the strategies and processes of contemporary Public Relations and Sponsorship to the Creative Industries including film and television, design, new media, and/or performance/events; • Plan and evaluate Public Relations and Sponsorship strategies relevant to the Creative Industries including film and television, design, new media, and/or performance/events. • Demonstrate critical thinking relevant to the resolution of problems associated with public relations and sponsorship in the Creative Industries. Content Public Relations and Sponsorship Theory Social learning theory Exchange theory Diffusion theory Persuasion theories Elaborated likelihood theory User and gratification theory Systems theory Grunig and Hunt theory Case studies and readings relevant to public relations and sponsorship theory in the Creative Industries including film and television, design, new media, and/or performance/events Contemporary Public Relations Media relations Public relations in government Corporate image Crisis management, Public perception Image management New media applications Case studies and readings relevant to public relations in the Creative Industries including film and television, design, new media, and/or performance/events Contemporary Sponsorship Corporate sponsorship, Fundraising, Community relations Image setting New media applications Case studies and readings relevant to sponsorship in the Creative Industries including film and television, design, new media, and/or performance/events New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 6 of 14 Date: 29/4/10
  • 7. Assessment In order to pass this course you submit work in all areas. Please note that 90% attendance is required is required for overseas students studying in Australia to achieve at least a passing grade for this course. All students must attend the sessions that are set for their tutorial group. Assessment Assessment for the course will be on the basis of: Presentation 30% Case Study Report 30 % Analytical Paper 40% There is no formal final examination for this course Assessment information is located in Part C of this Course Profile and is available online to CQU staff and students only. New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 7 of 14 Date: 29/4/10
  • 8. PART B Contact details Campus Teaching Team: Each Campus will provide relevant information regarding staff Faculty contact number: Phone: (07) 4930 9619 URL: www.edca.cqu.edu.au A directory of assistance containing important telephone numbers and other information for both on- campus and off-campus students will be provided on the web, before term starts Course presentation Courses in the MAA are presented at Sydney International Campus and Melbourne International Campus as lectures and tutorials. Please note that 90% attendance by overseas students studying in Australia is required to achieve at least a passing grade in this course. Courses in the MAA web- based delivery are presented on-line. Course website http://www.edca.cqu.edu.au/cqcm/maa Online course An online course is provided. Information is available at: http://www.edca.cqu.edu.au/cqcm/maa Required resources Textbook/s A book or CD-ROM of Readings is issued with the course. Additional resources Purchase of additional resources is not compulsory. Recommended references Allen, Judy (2000): Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events, John Wiley & Sons; ISBN: 0471644129 Augustine, Norman R., Quelch, John A. and Sharma, Anurag (2000): Harvard Business Review on Crisis Management, Harvard Business School Press; ISBN: 1578512352 Ault, Philip H. Agee, Warren Kendall, Cameron, Glen T., and Wilcox Dennis L. (2002): Public Relations: Strategies and Tactics, (7th Edition), Allyn & Bacon; ISBN: 0205360734 Fink, Steven (2000): Crisis Management: Planning for the Inevitable, iUniverse.com; ISBN: 0595090796 Grey, Anne-Marie (2002): The Sponsorship Seeker's Toolkit, Second Edition, McGraw-Hill Companies; ISBN: 0074712217 New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 8 of 14 Date: 29/4/10
  • 9. Howard, Carole M., and Wilma K. Mathews (2000): On Deadline: Managing Media Relations, Waveland Press; ISBN: 1577660862 Hoyle, L. H (2002): Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, Wiley; ISBN: 047140179X Johnston, Jane and Clara Zawawi, (2000): Public Relations: Theory and Practice, Allen and Unwin Australia; ISBN1865083607 Laermer, Richard and Princhinello, Michael (2003): Full Frontal PR: Getting People Talking about You, Your Business, or Your Product, Bloomberg Press; ISBN: 1576600998 Macnamara, Jim (2000): Public Relations Handbook, Information Australia,; ISBN 1863503135 Marconi, Joe, (2004): Public Relations: The Complete Guide, TEXERE; ISBN: 0324203047 Regester, Michael and Judy Larkin (2002): Risk Issues and Crisis Management, Kogan Page Ltd; ISBN: 0749436352 Ries, Al (2002): The Fall of Advertising and the Rise of PR, HarperBusiness; ISBN: 0060081988 Seitel, Fraser P (2003): The Practice of Public Relations, Ninth Edition, Prentice Hall; ISBN: 0131020250 Skinner, Bruce E (2002): Event Sponsorship, Wiley; ISBN: 0471126012 Smith, Ronald D (2002): Strategic Planning for Public Relations, Lea; ISBN: 0805842330 Yale, David R (2001): The Publicity Handbook, McGraw-Hill Trade; 2 edition, ISBN: 0844232424 New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 9 of 14 Date: 29/4/10
  • 10. Proposed weekly schedule The MAA is taught in blocks with three-hour mixed lecture/tutorial sessions. Please consult your Campus Coordinator for the dates of these blocks and due dates of assignments. The schedule will be provided for your campus by the course coordinator. Note: A recess is held during term. Please consult the CQU Handbook for specific dates and other information at: http://handbook.cqu.edu.au New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 10 of 14 Date: 29/4/10
  • 11. PART C Assessment Policies and procedures for assessment Students must familiarise themselves with the following policies and procedures: Assignment preparation Faculty of Education & Creative Arts Program Assessment and presentation Guide available from www.edca.cqu.edu.au Referencing style http://www.cqu.edu.au/referencing/ Assignment submission Program Assessment Guide Applying for extensions Program Assessment Guide Assignment grading Program Assessment Guide Plagiarism policy www.cqu.edu.au/ppmanual/academic/plagiarism.pdf The current Faculty of Education and Creative Arts Program Assessment Guide is available at www.edca.cqu.edu.au/edca/program_info/program_assessment_guide/program_assessment_guide Participation Participation in learning experiences offered such as lectures and tutorials is required (see latest Faculty Program Assessment Guide). Any absences will require make up work to be completed before a student is judged to have provided sufficient evidence that they have adequately participated in the appropriate range of learning experiences. Participation in all scheduled learning experiences for this course is required. You are to explain any absences to your tutor and complete any make-up work that they require. An unsatisfactory participation rate (less than 90% attendance at scheduled tutorials) will result in a grade of Fail for this course. New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 11 of 14 Date: 29/4/10
  • 12. Assessment details Assessment item 1—PRESENTATION Due date: As instructed by the Course or Campus Coordinator ASSESSMENT Weighting: 30% Length: 2,000 words 1 Objectives This assessment item fulfils the course objectives/learning outcomes list as stated in Part A. Question 1 A presentation on ONE of the following topics either verbally and/or in writing as directed by the Course Coordinator or the Campus Course Coordinator: (i) The significance of social learning theory to Public Relations and Sponsorship (ii) The significance of persuasion theory to Public Relations and Sponsorship (iii) The significance of systems theory to Public Relations and Sponsorship (iv) The role of media relations for the Public Relations practitioner (v) The significance of corporate image in Public Relations (vi) The significance of public perception in Public Relations (vii) The relevance of corporate sponsorship to Public Relations (viii) The significance of community relations in Sponsorship (ix) Methods for image setting by way of Sponsorship (x) New media applications in Sponsorship Assessment criteria (i) Oral Presentation 1 Topic clearly defined /4 2 Topic covered logically and adequately /5 3 Demonstration of critical and creative thinking /5 4 Reference to underpinning theory /5 5 Relevant illustrative examples /4 6 Good presentation skills (including resources) /4 7 Powerpoint slides effectively employed /3 TOTAL /30 (iii) Written Presentation 1 Topic clearly defined /5 2 Topic covered logically and adequately /5 3 Demonstration of critical and creative thinking /5 4 Reference to underpinning theory /5 5 Relevant illustrative examples /5 6 Properly referenced with bibliography /5 TOTAL /30 Assessment details New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 12 of 14 Date: 29/4/10
  • 13. Assessment item 2— CASE STUDY REPORT Due date: As instructed by the Course or Campus Coordinator ASSESSMENT Weighting: 30% Length: 2,000 words 2 Objectives This assessment item fulfils the course objectives/learning outcomes list as stated in Part A. Question A 2,000 word Case Study on ONE of the following as directed by the Course Coordinator or the Campus Course Coordinator: (i) A successful Public Relations campaign in Government (ii) A successful charitable Sponsorship campaign Assessment criteria Significance of the Case Study explained /5 Key issues of the Case Study defined /5 Success of the Case Study detailed /5 Synthesis and analysis of information /5 Presentation and format /5 Properly referenced with bibliography /5 TOTAL /30 New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 13 of 14 Date: 29/4/10
  • 14. Assessment details Assessment item 3—ANALYTICAL PAPER Due date: As instructed by the Course or Campus Coordinator ASSESSMENT Weighting: 40% Length: 3,000 words 3 Objectives This assessment item fulfils the course objectives/learning outcomes list as stated in Part A. Question “Public Relations are more about image than about truth.” Critically discuss this statement with reference to theories of public relations, ethics and the potential impact of Public Relations on companies and the community. Your discussion should refer to a resolution of the conflict between image and truth that can occur in Public Relations. Assessment criteria Critical Thinking Introduction/Argument established /3 Logical progression of argument /3 Acknowledgement of opposite viewpoint(s) /3 Logical conclusion /3 Research Reference to research/theories /4 Relevance of research to argument /4 Up-to-date case studies /4 Evidence of wider reading /4 Approach to topic Innovative/creative thinking about topic /3 Evidence for arguments is referenced /3 Referencing Referencing used correctly and appropriately /2 Bibliography correctly documented /2 Organization of paper /2 TOTAL /40 New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 14 of 14 Date: 29/4/10