School of the Arts and Media

Transcription

1 School of the Arts and Media MDIA1003 Public Relations and Advertising Principles Semester 2, 2013 CRICOS Provider no G

2 1. Location of the course Faculty Arts and Social Sciences School Media and the Arts (SAM) Course code MDIA 1003 Course name Public Relations and Advertising Principles Session Two Year Table of Contents 1. Location 1 2. Table of Contents 1 3. Staff Contact Details 1 4. SAM Contact Information 1 5. Attendance Requirements 1 6. Essential Information 2 7. Course Details 2 8. Rationale 3 9. Teaching Strategies Assessment Academic Honesty & Plagiarism Course Schedule 5 13.Expected Resources for Students Course Evaluation and Development School s Expectations 7 16.Occupational Health & Safety 7 17.Equity and Diversity 8 3. Staff Contact Details Position Name Course Dr. Melanie m.zolenas-kennedy@unsw.edu.au Convener/Lecturer Zolenas-Kennedy Tutor Penny Rose p.rose@unsw.edu.au Tutor Victor Cabello v.cabello@unsw.edu.au 4. School of the Arts and Media Contact Information Room 312, level 3 Robert Webster Building Phone: sam@unsw.edu.au 5. Attendance Requirements To pass this course you are required to attend at least 80% of lectures, screenings and tutorials. If you do not meet the minimum attendance requirement for any reason you may be refused final examination and you 1

3 may fail the course. Attendance at lectures and tutorials will be recorded. If you are more than 10 minutes late, you are deemed not to have attended. It is your responsibility to ensure your name has been marked off at each class. If you experience a prolonged illness or misadventure that prevents you from meeting the 80% attendance requirement you should contact your course convenor immediately. You may be advised to withdraw from the course. 6. Essential Information For SAM Students Please read carefully the Essential Information and SAM assessment policy from this link: 7. Course details Credit Points: 6 Summary of the Course This Level One Course in the Bachelor of Media (PR & Advertising) Program provides a comprehensive introduction to Public Relations and Advertising Principles in an Australian and international context. It examines the history, growth, and contemporary influence of both disciplines. The foundations of PR and advertising are studied, as are their influence within and outside organisations, and the linkages both disciplines have in the communications mix. Students will be able to understand similarity and difference between PR and advertising in relation to communication strategy, research, media relations, industry and professional pathways. They will also gain an appreciation of the ethical dimensions and issues in allied communication disciplines. This course is a prerequisite for all PR and Advertising courses in second and third year of the degree. Aims of the Course 1. To offer students a theoretical understanding of the role of public relations and advertising in a variety of settings. 2. To evaluate critically the ethical responsibilities of public relations and advertising professionals. Student learning outcomes At the conclusion of this course the student will be able to: 1. Explain the fundamental natures of PR and advertising, including theories, contemporary practice in a wide variety of arenas, and emerging trends. 2. Evaluate concepts of publics/audiences, relationships and ethical practice 3. Analyse local and international PR case studies. 4. Develop knowledge and skills in professional writing. 2

4 Graduate Attributes The students will be encouraged to develop the following Graduate Attributes by undertaking the selected activities and knowledge content. These attributes will be assessed within the prescribed assessment tasks. 1. The ability to analyse public relations and advertising in scholarly activity. 2. The capacity for analytical and critical thinking and for creative problem solving instantiated by applying appropriate aspects of communication and persuasion theory to issues in public relations and advertising 3. The ability to engage in independent thinking 4. An understanding of the role of codes of ethics, the development of ethical judgment and the adoption of ethical PR and advertising practices 8. Rationale for the inclusion of content and teaching approach The course will offer students a solid introduction to the theory and practice of PR and advertising. It will offer students insights into how PR and advertising professionals systematically research their publics/audiences and create strategies aligned to organisational goals. This course is Core in the Bachelor of Media (Public Relations and Advertising) and an elective for students undertaking other Bachelor of Media programs 9. Teaching strategies This course uses face-to-face teaching with a one and a half hour lecture and a one and a half hour tutorial to allow for collaborative work, discussion of set readings and practical exercises. Lecture material is invaluable to discussions and exercises in tutorials. 10. Assessment Task Length Weight Learning outcomes PR Situation Individual 15% 1,2,3,4 Part A: Oral or pair Presentation Graduate attributes 1,2,3,4 Due date Weeks 4-13 inclusive Part B: Written Submission Collateral Brief and Rationale Examination (in class) 2-3 pages Individual: 1 page brief plus 1500 word rationale Individual: 75 minutes 15% 1,3,4 1,2,3,4 One week after the Oral Presentation 35% 1,2,4 1,2,3,4 Week 7; Thursday 13 35% 1,2,3,4 1,2,3,4 Week 12; Monday 21 3

5 In order to pass this course, you must make a serious attempt at ALL assessment tasks. The assessment tasks will be provided during Week One. Submission of Assessment Tasks Assessment Task 1B and 2 must be submitted via Turnitin, and a hard copies should be submitted to the appropriate assignment box outside the SAM office by 4pm on the date due. A School Assignment Coversheet (available outside the office) must be attached with your details clearly marked. Only hard copies of your work will be marked; electronic versions are used only to verify submission and to check for plagiarism. Late Submission If your assignment is submitted after the due date, a penalty of 3% per day (including Saturday, Sunday and public holidays) will be imposed for up to 2 weeks. For example, if you are given a mark of 72 out of 100 for an essay, and your essay were handed in two days late, it would attract a penalty of 6% and the mark would be reduced to 66%. If the same essay were handed in seven days late (i.e. a penalty of 21%) it would receive a mark of 51%. If your assignment is not submitted within 2 weeks of its due date, it will receive 0 marks. Late work will not receive detailed feedback. Extension Procedure In the case of illness or misadventure you may apply to the Course Convenor for an extension of the due date. Work or family commitments, religious holidays or work due in other courses are not acceptable reasons for extension or Special Consideration requests. Evidence of significant progress in an assessment task must be demonstrated if asking for an extension due to emergency or illness close to the submission date. Extensions must be applied for to the course convenor in advance of the due date and will generally only be granted for a period of 2-3 days or up to 1 week in more serious cases. Special Consideration In the case of more serious or ongoing illness or misadventure, you will need to apply for Special Consideration. For information on Special Consideration please go to this URL: Students who are prevented from attending a substantial amount of the course may be advised to apply to withdraw without penalty. This will only be approved in the most extreme and properly documented cases. 11. Academic honesty and plagiarism Refer to The Plagiarism Policy within Elise training: 4

6 The Learning Centre can provide further information found via UNSW makes use of the similarity detection tool Turnitin. For this course you are required to submit an electronic version of your written assignments so they may be reviewed using this procedure. 12. Course schedule Week Commence Date Week 1 w/c 29 July Week 2 w/c 5 August Week 3 w/c 12 August Week 4 w/c 19 August Week 5 w/c 26 August Topic Introduction and Overview Defining PR & Advertising Communication and Persuasion Theories Research in PR and Advertising Ethics in PR and Advertising The Planning Process Assessment Requirements Lecture Content Course overview and structure Historical sign posts Scope of PR Scope of Advertising Presentation of theories Publics/Audien ces Research overview Measurement Frameworks Dilemmas Codes of Ethics Strategic communication Proposals Tutorial Content Welcome Your tutor s expectations Assessments clarified Allocation of dates for theories research ethics proposals and briefs Tutorial Readings/Tasks Students should be ready to suggest a week to present If undertaking as a pair, this needs to be confirmed. Students to register with their tutor the organisation for Briefs 5

7 Week 6 w/c 2 The Creative Process Understanding creativity Idea generation workshop Week 7 w/c 9 Week 8 w/c 16 How to Write: Public Relations How to Write: Advertising Assessment 2 due Overview of necessary PR writing skills Sampler of PR writing tasks Overview of necessary advertising writing skills Media writing workshop Copy writing workshop Week 9 w/c 23 Mid- Session: 28 through 7 Week 10 w/c 7 NB: 7 is a public holiday Mass Media & Social Media Cause-Related Communications Sampler of advertising writing tasks Explanation of the scope of mass media and of social media Key characteristics, affordances and challenges The Third Sector PR & Advertising in the not-forprofit sector media relations rules social media rules Case studies Week 11 w/c 14 Week 12 w/c 21 Crisis Communications Assessment 3: Examination Why issues become crises PR & Advertising in crises Case studies Exam Exam review Week 13 Presentations No readings 6

8 w/c Expected resources for students There is no textbook for this course. Readings will be posted online at least one fortnight prior to the associated class. Recommended journals include: Asia Pacific Public Relations Review Journal of Public Relations Research Public Relations Journal Public Relations Review Public Relations Tactics Journal of Advertising, Public Relations and Marketing Refer to the UNSW Library website: Course evaluation and development Student evaluation will be actively sought and responded to whenever possible. Formal university evaluation )CATEI Surveys) will be undertaken, as will be informal evaluation, tutorial focus groups and an evaluation round table in Week 12. Feedback from students is welcome, whether in person or by . The feedback will be used to revise the course for the following year. 15. The School s expectations of students It is University policy that students must attend a minimum of 80% of classes (including lectures, tutorials and seminars) to be regarded as having fulfilled the requirements of the course. Communication with staff and other students by letter, phone, or in discussion should be conducted with courtesy, consideration and discretion. The School expects students to read their course outline carefully, to know the name of the tutor and the course coordinator, to know the name and number of the course they are doing and to locate the School office. Assessments must be handed in on time and free of any plagiarism. The School expects students to be on time for lectures and tutorials, to sit quietly during lecture, to stay for the entire duration of both tutorials and lectures and to bring assigned texts/readings to class. 16. Occupational Health and Safety policies Student equity and diversity issues 7

9 Student Equity Officers (Disability) in the Student Equity and Diversity Unit ( ). Further information for students with disabilities is available at 8