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    [ ] MKT2002L.doc [ ] MKT2002L.doc Document Transcript

    • MKT2002L Corporate Communications and Public Relations School of Marketing Semester 1, 2001 GRIFFITH UNIVERSITY FACULTY OF COMMERCE AND MANAGEMENT SCHOOL OF MARKETING SUBJECT OUTLINE: SEMESTER 1, 2001 MKT2002L CORPORATE COMMUNICATIONS AND PUBLIC RELATIONS SUBJECT CODE: MKT2002L SUBJECT TITLE: Corporate Communications & Public Relations DISCIPLINE CODE: 0903 COURSES: Bachelor of Business Management Bachelor of Business Communication CAMPUS: Logan SUBJECT CONVENOR: Barbara Lyons Contact: 3875 6575 SCHOOL: School of Marketing FACULTY: Faculty of Commerce & Management SUBJECT STATUS: Core within: Business Communication major in Bachelor of Business Management Bachelor of Business Communication Prerequisites: Nil Co-Requisites: Nil Prior Assumed: Nil Incompatibles: Nil CROSS REGISTRATION STATUS: Restricted CREDIT POINT VALUE: 10CP YEAR AND SEMESTER: Year Two, Sem I
    • MKT2002L Corporate Communications and Public Relations School of Marketing Semester 1, 2001 TIMETABLING INFORMATION: Semester 1, 2001 (Day) Semester 1, 2002: Night Semester 1, 2003: Day Semester 1, 2004: Night (Timetable information is subject to change.) BRIEF DESCRIPTION: To effectively plan, implement and evaluate corporate communications and public relations programs requires an understanding of the overall marketing process, corporate communications theory, and the media of promotion and publicity. This subject examines the various factors that must be considered in planning, developing and implementing corporate communications and public relations programs. OBJECTIVES OF SUBJECT: The objectives of this subject are as follows: • To introduce the student to the field of corporate communications and public relations. • To provide the student with a basis for understanding the corporate communications process by combining and integrating the theoretical and practical perspective. • To provide students with an understanding of the issues and applications of public relations within the corporate communications context. CONTENT: This subject incorporates three Modules covering the following content: Module 1: Foundations of Corporate Communication Module 2: Managing Corporate Communications Module 3: Special Topics in Corporate Communications and Public Relations ORGANISATION AND TEACHING METHODS MODULE 1 Foundations of Corporate Communications Seminars Brief Description (2 hours) Workshops (1 hour) Module 1 provides a foundation and overview of the domain and key concepts of corporate communications Weeks 1 & 2 Weeks 3 & 4 and the role of corporate communications in the management structure.
    • MKT2002L Corporate Communications and Public Relations School of Marketing Semester 1, 2001 MODULE 2 Managing Corporate Communications Seminars Brief Description (2 hours) Workshops (1 hour) Module 2 gives a greater focus on the issues related to Weeks 5 & 6 Weeks 7 & 8 the importance and implications of relationship building in the corporate communication context, specifically in relation to all constituent groups including both print and broadcast media, consumers, employees, government and the community. MID SEMESTER BREAK - April 16 - 20 MODULE 3 Special Issues in Corporate Communications and Public Relations Seminars Brief Description (2 hours) Workshops (1 hour) Module 3 covers important and contemporary issues for Corporate Communications and Public Relations Weeks 9, 10 Weeks 11 & 12 specialists. Issues covered include PR writing techniques, using communication to manage a crisis, the future of corporate communications and public relations in the information age, cultural considerations in a global marketplace and the changing ethical and legal environments. Revision of Modules 1, 2 and 3 Week 13 Nil ORGANISATION (In brief) Type Weeks Location Time 1 x 2 hour Seminars 1, 2, 5, 6, 9, 10 AUL Tuesday & 13 11.00am – 1.00pm 1 x 1 hour Workshops 3, 4, 7, 8, 11 & 12 TBA TBA On-line Flexible Delivery Weeks 1 - 14 - - Mode
    • MKT2002L Corporate Communications and Public Relations School of Marketing Semester 1, 2001 ASSESSMENT ITEMS Item Weight Length Due Workshop Exercises/Presentations 15% - Weeks 4, 8 & 12 (Workshop Groups) Essay (Individual) 30% 2,500 words Week 6 (Friday 30 March) Case Studies x 2 25% 2,500 words Week 13 (Groups of 2 or 3) (Friday 25 May) End of Semester Exam 30% 2 hours Exam period Students should note that an automatic one-week extension to the due date applies to the two written assessment items (Individual Essay and Case Studies). Any further requests for extensions to the due date must be made VIA E-MAIL to the Subject Convenor (B.Lyons@mailbox.gu.edu.au) stating reasons for the extension. Late submissions (after this one week extension) without approval may incur academic penalty of 10% per day. It is not necessary to seek approval for an extension unless the desired extension period exceeds this automatic time period. Assessment Rationale: Individual Essay (30% - Individual) The individual essay provides students with an opportunity to work independently. It requires students to analyse the communication theories they have learned and establish the implications to the practice of public relations and corporate communications management. Case Studies (25% - Group) There are two case studies included in this assessment item and all students must complete both. Each case will cover a different corporate communications concept covered throughout the semester. The case studies provide students with an opportunity to work together in groups to form a “think tank” in solving complex problems and assists students in applying theoretical and conceptual knowledge to real world situations. Workshop Exercises and Presentations (15% - Group) The workshop exercises and presentations give students the opportunity to research independently as well as develop PR writing and presentation skills, which are central to the role of a public relations practitioner. Students will work in groups and activities will include both media and environmental monitoring involving out of hours research prior to attending the workshop. The results will be presented and discussed in workshops. End of Semester Exam (30%) The final exam will assess students’ understanding of the issues covered throughout the semester. TEXT AND SUPPORTING MATERIALS Prescribed Texts: Argenti, P. (1998) Corporate Communications, (2nd ed), McGraw-Hill International.
    • MKT2002L Corporate Communications and Public Relations School of Marketing Semester 1, 2001 Resource Readings Recommended Reading: Van Riel Cees, B. M. (1995) Principles of Corporate Communication, Prentice Hall, Sydney. Additional Reading: Aaker, D. A. (1991) Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York. Allen, R. K. (1977) Organizational Management through Communication, Harper and Row, New York Belch, G. E. & Belch, M. A. (1990) Introduction to Advertising and Promotion Management, Irwin, Illinois. Bernstein, D. (1986) Company Image and Reality: A Critique of Corporate Communications, Holt, Rinehart & Winston, Eastbourne. Brassington, F., & Pettitt, S. (1997) Principles of Marketing, Pitman, London. Burnett, J. J. (1993) Promotion Management, Houghton Mifflin, Boston. Cutlip, S.M., Centre, A.H. & Broom A. H. (1994) Effective Public Relations, Prentice-Hall, Englewood Cliffs, Ind, N. (990) The Corporate Image, Kogan Page, London. Irwin, H., & More, E. (1994) Managing Corporate Communication, Alan & Unwin, Sydney. Van Reil Cees B.M. 1995 Principles of Corporate Communication, Prentice Hall, London. Newsom, D., Van Slyke, T. and Kruckeberg, D. (1996) This is Public Relations: The Reality of Public Relations, Wadsworth, Belmont. ADMINISTRATION OF SUBJECT: • To be eligible to pass the subject, students are required to complete and pass all forms of assessment. Non submission of a piece of assessment will incur a fail grade for the subject. • All written work should be typed, using double spacing, on A4 paper. • Word limits must be adhered to (within 10% above or below the word limit). Exhibits, tables and appendices are not included in the word count. • The format should include page numbers, references and support material. • The content of the essay should be analytical rather than descriptive. It is not enough simply to describe and reiterate what is in the reference material. Students must analyse the information and develop an argument based on their analysis. • Oral presentations are bound by the same guidelines regarding content - they should provide a critical analysis of the issues raised and not merely report them.
    • MKT2002L Corporate Communications and Public Relations School of Marketing Semester 1, 2001 • Both written assignments must have an introduction and a definite conclusion that summarizes students’ contribution to critical thinking on the topic. • Students should note that an automatic one-week extension to the due date applies to both the written assessment items (Individual Essay and Case Studies). Any further requests for extensions to the due date must be made VIA E-MAIL to the Subject Convenor (B.Lyons@mailbox.gu.edu.au) stating reasons for the extension. Late submissions (after this one week extension) without approval may incur academic penalty of 10% per day. • Assignments must be submitted at the Flexible Learning Centre, Logan Campus.. • Results for assessment items and return of assignments will be according to arrangements made with the student group throughout the semester. • Students should also be advised that further information on subject administration and rules of progression etc. is available in the current Griffith University Subject Guide and on the University homepage. GENERAL ADMINISTRATION: Subject Evaluation This subject will be evaluated through surveys run by the School in accordance with University and Faculty policy. Plagiarism / Academic Misconduct Students must conduct their studies at the University honestly, ethically and in accordance with accepted standards of academic conduct. Any form of academic conduct which is contrary to these standards is academic misconduct for which the University may penalise a student. Specifically it is academic misconduct for a student to:  present copied, falsified or improperly obtained data as if it were the result of laboratory work, field trips or other investigatory work;  include in the student's individual work material which is the result of significant assistance from another person if that assistance was unacceptable according to the instructions or guidelines for that work;  assist another student in the presentation of that student's individual work in a way that is unacceptable according to the instructions or guidelines for that work;  cheat; (Cheating is dishonest conduct in assessment);  plagiarise; (Plagiarism is knowingly presenting the work or property of another person as if it were one's own.) On determination that academic misconduct has taken place, the penalty which may be imposed on the student is one or more of the following: a. a reduced or nil result for the assessment item affected by the academic misconduct; b. a fail grade for the subject in which academic misconduct occurred; c. exclusion from enrolment in the course for a specified period;
    • MKT2002L Corporate Communications and Public Relations School of Marketing Semester 1, 2001 d. exclusion from the course; readmission to the course is at the discretion of the Faculty based on consideration of the student's case for readmission. Where a student has been found guilty of academic misconduct on more than one occasion and has previously been penalised as set out in above a. - c., the penalty shall normally be exclusion from the course as set out in d., unless in the opinion of the relevant Assessment Board there are mitigating circumstances. Academic Committee Resolution 2/2000 Further Information Students are advised to consult the Griffith University Enrolment Guide for further information on the University’s administration of assessment. Learning Assistance Unit (LAU) The Learning Assistance Unit (LAU) provides free learning assistance services to Griffith University students. This includes help with writing assignments, developing effective writing strategies, critical thinking, exam preparation, and much more. To find out more about the range of resources and study skills programs visit the website at http://www.gu.edu.au/ins/lils/lau/home.html or call in to the offices. Alternatively you can e-mail at lau@mailbox.gu.edu.au or phone a friendly learning adviser on any of the numbers listed on the web site.
    • MKT2002L Corporate Communications and Public Relations School of Marketing Semester 1, 2001 Looking to develop skills that will help you perform better at university and get the job that you want? Check out the Griffith Graduate Web site for a list of resources, activities and workshops http://www.gu.edu.au/ins/griffith_graduate/resources/