MARK221 Subject Outline Autumn-21 PDF

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School of Management and Marketing MARK221: Public Relations Concepts Subject Outline 6 credit points

Subject Information Autumn, 2021, Wollongong On Campus This subject will include both On Campus and Online Remote Study teaching options** as detailed in the Lecture & Tutorial Sections of this outline. Please note that all class components can be undertaken online to accommodate both staff and students' changing circumstances throughout the session ** Remote Study Support Site: In addition to the Subject Moodle site, the Remote Study Support Moodle site (TCHR054_20) is accessible to support your studies from remote locations around the globe until you can return to on campus study. This site will appear as an additional site on your list of active Moodle subject sites. This site contains comprehensive information with a range of resources related to teaching and learning as well as other student support information Lecture Information: Tuesdays, 09:30 - 10:30, Online - refer Moodle for link Pre-requisites: Nil Co-requisites: Nil Restrictions: Nil Contact Hours: Please refer to subject timetable/subject's Moodle site for contact hours detail Online Subject Material: Most resources are available online on Moodle.

Faculty Vision, Mission and PRME The Mission of the Faculty is to promote responsible leadership and sustainable business practice, and contribute to a stronger economy and a more just society. The Faculty Vision, Mission and Values statements can be found at https://business.uow.edu.au/vision-mission/index.html The Faculty is also a signatory to the Principles of Responsible Management Education (PRME) and supports the realisation of the United Nations Sustainable Development Goals. More information on PRME can be found at https://business.uow.edu.au/about/index.html

MARK221 Subject Outline

Autumn, 2021, Wollongong

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Teaching Staff Teaching Role

Coordinator, Lecturer and Tutor

Name

Dr Sue Slowikowski

Telephone

+61 2 4221 5939

Email

[email protected]

Room

40.136

Consultation Times

Monday 13:30 - 15:30 (Please email first - it may be through zoom ) Tuesday 12:30 - 14:30 (Please email first - it may be through zoom )

Teaching Role

Tutor

Name

Ms Penny Keogh

Email

[email protected]

Teaching Role

Tutor

Name

Dr Mary Papakosmas

Telephone

42214557

Email

[email protected]

Teaching Staff Additional Information Please email for consultation. We may need to hold it through zoom. Other consultation times are available as well if these times don't suit.

Expectations of Students UOW values are intellectual openness, excellence and dedication, empowerment and academic freedom, mutual respect and diversity, recognition and performance. We will provide a safe, equitable and orderly environment for the University community, and expect each member of our community to behave responsibly and ethically (UOW Student Conduct Rules https://documents.uow.edu.au/about/policy/learning/index.html ). We expect that students demonstrate these values and professional behaviour, both face to face and online, making genuine efforts to complete their studies successfully, arriving on time to class, taking part constructively in class discussions and activities, demonstrating appropriate professional and ethical conduct in all communication with UOW staff and community members, and submitting assignments on time (or completing a request for Academic Consideration in advance if needed).

Email Etiquette: Consultation with your subject coordinator and/or teachers via email Your teachers receive many emails each day. In order to enable them to respond to your emails appropriately and in a timely fashion, students are asked to observe basic requirements of professional communication: Consider what the communication is about   

Is your question addressed elsewhere (e.g. in this subject outline or, where applicable, on the subject's eLearning site)? Is it something that is better discussed in person or by telephone? This may be the case if your query requires a lengthy response or a dialogue in order to address. If so, see consultation times above and/or schedule an appointment. Are you addressing your request to the most appropriate person?

MARK221 Subject Outline

Autumn, 2021, Wollongong

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Specific email title/ header to enable easy identification of subject related/ student emails 

Identify the subject code of the subject you are enquiring about (as your teacher may be involved in more than one subject) in the email header. Add a brief, specific header after the subject code where appropriate.

Professional courtesy     

Address your teacher appropriately by name (and formal title if you do not yet know them). Use full words (avoid 'text-speak' abbreviations), correct grammar and correct spelling. Be respectful and courteous. Academics will normally respond within 1-2 business days. If the matter is urgent, you may wish to telephone the teaching staff whose contact details are given in this subject outline or contact the School. Please ensure that you include your full name and identify your seminar or tutorial group in your email so that your teachers know who they are communicating with and can follow-up personally where appropriate.

Cyber Bullying The University is committed to providing a safe, respectful, equitable and orderly environment for the University community, and expects each member of that community to behave responsibly and ethically. Students must comply with the University's Student Conduct Rules and related policies including the IT Acceptable Use Policy and Bullying Prevention Policy, whether undertaking their studies face-to-face, online or remotely. For more information on appropriate communication and etiquette in the online environment please refer to the guide Online and Email Etiquette or at https://www.uow.edu.au/student/learning-co-op/technology-andsoftware/email-etiquette/.

Copyright Commonwealth of Australia Copyright Regulations 1969 © 2021 University of Wollongong The original material prepared for this guide is covered by copyright. Apart from fair dealing for the purposes of private study, research, criticism or review, as permitted under the Copyright Act, no part may be reproduced by any process without written permission.

MARK221 Subject Outline

Autumn, 2021, Wollongong

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Table of Contents Section A: General Information .......................................................................................................................... 5 Learning Outcomes ............................................................................................................................................ 5 Student Learning Outcomes .......................................................................................................................... 5 Subject Description ....................................................................................................................................... 5 Course Learning Outcomes ........................................................................................................................... 5 eLearning, Readings, References and Materials ................................................................................................ 5 Subject eLearning ......................................................................................................................................... 5 Major Text(s) ................................................................................................................................................ 5 Key References ............................................................................................................................................. 6 Recommended Background and Further Reading ......................................................................................... 6 Additional Materials ..................................................................................................................................... 6 Lectures, Tutorials and Attendance Requirements ............................................................................................ 7 Lecture Times * ............................................................................................................................................ 7 Lecture Program * ......................................................................................................................................... 7 Lecture Recording ............................................................................................................................................ 11 Your Privacy - Lecture Recording ................................................................................................................... 12 Additional Lecture Comments .................................................................................................................... 12 Tutorial/Seminar/Workshop Times ............................................................................................................. 12 Tutorial/Seminar/Workshop Program ......................................................................................................... 13 Additional Tutorial/Seminar/Workshop Comments ................................................................................... 16 Attendance Requirements - Participation/Contribution to Lectures/Tutorials/Seminars/Workshops .............. 17 Recent Improvements to Subject ..................................................................................................................... 17 Extraordinary Changes to the Subject Outline ................................................................................................. 17 Learning Analytics ........................................................................................................................................... 17 Section B: Assessment ........................................................................................................................................ 18 Assessment Summary ...................................................................................................................................... 18 Additional Assessment Information ................................................................................................................. 22 UOW Grade Descriptors ............................................................................................................................. 22 Assessment Learning Outcome Matrix ............................................................................................................ 23 Minimum Performance Requirements ............................................................................................................. 23 Types of Assessment and Collaboration .......................................................................................................... 24 Submission, Retention and Collection of Written Assessment ........................................................................ 24 Submitting Assessment Tasks ..................................................................................................................... 24 Extensions ................................................................................................................................................... 24 Faxing, Posting and Emailing Assessment Work ....................................................................................... 25 Late Submission of Assessment Tasks ........................................................................................................ 25 Collection .................................................................................................................................................... 25 Retention ..................................................................................................................................................... 25 Scaling ............................................................................................................................................................. 25 Supplementary Assessment ............................................................................................................................. 25 Review and Appeal of Academic Decisions .................................................................................................... 25 Assessment Quality Cycle ............................................................................................................................... 26 Assurance of Learning (What will students learn in their degree?) ................................................................. 26 Academic Integrity .......................................................................................................................................... 26 Plagiarism Prevention ................................................................................................................................. 26 Referencing ...................................................................................................................................................... 27 Why do you need to reference? ................................................................................................................... 27 The Harvard System of Referencing ........................................................................................................... 27 Section C: General Advice for Students - Policies and Procedures................................................................ 27

MARK221 Subject Outline

Autumn, 2021, Wollongong

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Section A: General Information Learning Outcomes Student Learning Outcomes On successful completion of this subject, students will be able to: 1. 2. 3. 4. 5.

Discuss communication theories and the social implications of ethical theories for public relations. Describe the evolution of public relations and define public relations from a number of conceptual perspectives. Understand and explain the relevant conceptual frameworks that public relations draws upon. Evaluate how societal and technological contexts influence or challenge public relations concepts. Analyse contemporary issues by drawing upon public relations concepts and theory.

Subject Description This subject provides students with an introduction to the relational and communication concepts that underpin public relations. The aim is to provide students with the concepts to compare, debate, and evaluate different approaches to public relations from a theoretical perspective. Key concepts studied include management and organisation of public relations; social media and associated analytics; audiences, stakeholders and publics; media relations; issues and crisis management; creativity and communication. A social innovation orientation is adopted to emphasize the dynamics of change, power and ethics. Public relations concepts will be applied to relevant contemporary issues and case studies in order to analyse the implications for practice. Course Learning Outcomes Course Learning Outcomes can be found in the Course Handbook https://www.uow.edu.au/handbook/index.html.

eLearning, Readings, References and Materials Subject eLearning The University uses the eLearning system Moodle to support all coursework subjects. The subject Moodle site can be accessed via: https://moodle.uowplatform.edu.au/course/view.php?id=23365 IN ADDITION TO THE UOW ONLINE WOLLONGONG DISTANCE MOODLE SITE YOU WILL ALSO HAVE ACCESS TO THE REMOTE STUDY SUPPORT SITE. Remote Study Support Moodle site (TCHR054_20) is accessible to support your studies from remote locations around the globe until you can return to on campus study. This site will appear as an additional site on your list of active Moodle subject sites. This site contains comprehensive information with a range of resources related to teaching and learning as well as other student support information. Major Text(s) Tench R. and Waddington, S. (2021) Exploring Public Relations and Management Communication, 5th edn, Pearson, Harlow, England. Cost of text is $65.00. Purchase from: https://www.pearson.com.au/9781292321783 ISBN 9781292321783. There will only be an Ebook version ready for beginning of session. Textbook details are available online from the University Bookshop at https://unishop.uow.edu.au/

MARK221 Subject Outline

Autumn, 2021, Wollongong

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Key References Wilcox, D.L., Cameron, G.t., Reber, B.h. (2015) Public Relations: Strategies and Tactics (11E) Pearson, Boston Bowman (2018 ) PR and the Power of Creativity, Emerald. Electronic resource. available via UOW Library catalogue. NOTE: this is NOT an exhaustive list. Students are encouraged to use the University Library catalogue to search for additional relevant books and resources. You will find several sources in the library and as eBooks to further your knowledge on PR concepts and frameworks. Recommended Background and Further Reading Students are encouraged to read MORE BROADLY than the subject text i.e. academic literature to support your learning and deepen your understanding of KEY concepts presented in the lectures and discussed in the tutorials. Some examples of relevant academic sources are: Public Relations Review Public Relations News Public Relations Quarterly Journal of Public Relations Research PR Strategist PR Tactics Asia-Pacific Journal of Public Relations Additional PR resources may be found at: Public Relations Institute of Australia (http://www.pria.com.au) Public Relations Society of America (http://prsa.org) This is not an exhaustive list of references. Students should also use the library catalogue and databases to locate additional resources. Additional Materials Additional information and resources will be posted to the subject Moodle space where deemed relevant. NOTE: It is the responsibility of students to check the Moodle space regularly (i.e. weekly) for additional resources and materials posted throughout the semester.

MARK221 Subject Outline

Autumn, 2021, Wollongong

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Lectures, Tutorials and Attendance Requirements Lecture Times * Lectures will be held on: Day

Start Time

End Time

Room

Tuesday

09:30

10:30

Online - refer Moodle for link

Lecture Program * Week

1

Date

02 Mar 2021

Topics Covered

Readings

Live lecture Public Relations Program Overview Subject Overview and Organisation Assessments and changes to subject Examples of Public Relations vis-à-vis marketing campaigns

Subject outline Textbook – Chapter 1

Pre-recorded content) Scope of Public Relations Origins of Public relations

2

09 Mar 2021

Live lecture Guest presenters – Why Public relations practitioners must research FIRST Real scenario – Gap Analysis – Finding a business opportunity (Necessary to understand for Assessment 1) Pre-recorded content Research for Public Relations (Formative research) Evaluating Public relations – (Summative Research)

3

16 Mar 2021

Textbook – Chapter 10 Weber Shandwick, 2016, ‘3 Reasons Why Research Is Crucial To Effective Public Relations’, WS Seattle World, weblog post, 27 September, viewed 12 January 2021 https://webershandwickseattle.com/20 16/09/3-reasons-why-research-is crucial...