AMB164 Media Relations and Publicity
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB164 |
|---|---|
| Equivalent(s): | AMB264, AMX264 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,040 |
| Pre-2021 CSP student contribution | $1,597 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,024 |
| International unit fee | $4,176 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMB164 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB264, AMX264 |
| Assumed Knowledge: | None required. |
| Coordinators: | Raja Raja Arif | r.rajaarif@qut.edu.au Anne Lane | a.lane@qut.edu.au |
Overview
AMB164 Media Relations and Publicity introduces you to the tools and techniques you will need to work with the media and get positive publicity for organisations. This makes the unit an ideal elective for students from any discipline looking to add value to their major. The tools and techniques covered in AMB164 Media Relations and Publicity will also provide foundational knowledge and skills for use in subsequent units in the public relations major and minor. AMB164 Media Relations and Publicity helps you develop the skills required to effectively communicate with audiences on behalf of organisations through legacy/traditional and other forms of media.
Learning Outcomes
On successful completion of this unit you will be able to:
- Create technically accurate work within deadlines that conveys clear, consistent, and appropriate key messages. Relates to: UG Business Capabilities: KS (1.1)
- Demonstrate skills in using a variety of tools and techniques to work with the media and get positive publicity for organisations.
- Justify the decisions you make in developing content through reference to appropriate theories and examples of professional practice.
- Reflect on the challenges you face in acquiring new skills and demonstrate how you can address them.Relates to: UG Business Capabilities: TS (4.1)
Content
AMB164 Media Relations and Publicity introduces you to the key knowledge and skills needed to work with legacy/traditional and other forms of media. Content includes:
- Earned content: news frames and media releases, working with legacy/traditional media, and writing for different audiences. Ethical ways to achieve positive publicity for organisations.
- Owned content: speeches and feature stories
- Shared content: writing for social media and digital platforms.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
AMB164 is built around a learning cycle of analysis, practice, and refinement. You will learn core media relations skills, which you will apply to specific genres including media releases, speeches, tweets, and blogs.
Before the start of semester, you will be provided with online diagnostic tests to complete. These tests do not count towards assessment: they are designed to help you determine whether you should seek additional support with your spelling, grammar, and punctuation skills so you can participate fully in this unit. The results of these diagnostic tests will help you identify any areas of your technical writing skills that need attention and improvement.
Throughout the semester, you will be required to participate in writing exercises in each tutorial. Professional writing skills are further refined through self-reflection and peer feedback in tutorials and lectures. All learning in the unit is supported by the Canvas site. Learning and assessment in the unit will involve current and real-world case studies and clients. Note that the content in some weeks may be presented entirely online to enhance your learning experience.
This unit uses text matching tools that assist you to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using plagiarism detection software. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Feedback is an essential part of the learning cycle in AMB164 (see learning approach). In this unit, students will be offered the opportunity to actively participate in providing and receiving feedback through peer and self-assessment. Written feedback will be provided through assessment items.
Assessment
Overview
The two individual assessment tasks in this unit give you the chance to demonstrate your achievements against the Unit Learning Objectives.
NOTE: Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Media Release and Associated Material
You will be given a previously unseen scenario on which to prepare a media release, a pitch email to a specific journalist, and a short rationale within a 39 hour deadline.
(AOLs 1.1, 2.1, 3.1)
The late submission period does not apply, and no assignment extensions are available for this task.
Assessment: Portfolio
In the role of a media relations professional, you will create a portfolio containing a specified range of materials and information, designed to help a real world client organisation secure positive media coverage. You will also reflect on your experiences in this unit.
(AOLs 1.2, 2.2, 3.1, 4.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
A media relations practitioner has to be a good writer, and the best way to become a good writer is to read. A lot. And often.
You should aim to read a reputable newspaper (such as The Australian, The Financial Times, the New York Times) every day in addition to completing any set readings for this unit each week. Many newspapers have online versions you can access free of charge through the QUT library databases: check here for more information. If you can squeeze in any more reading, fact or fiction, you will really be doing yourself a big favour. This is the best way to improve your vocabulary, spelling, grammar, punctuation, and expression.
Resource Materials
Recommended text(s)
Supa, D. W. & Zoch, L. M. (2021). Strategic media relations in the age of information: an evidence-based approach (First edition.). Oxford University Press.
Other
Relevant practitioner sources in public relations and communication include Mumbrella (https://mumbrella.com.au/) and Ragan (https://www.ragan.com/).
Relevant academic journals include the Australian Journal of Communication, Asia Pacific Public Relations Journal, Journal of Business Ethics, Journal of Communication, Journal of Public Affairs, Journal of Public Relations Research, Journal of Communication Management, Management Communication Quarterly, Public Relations Review.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Media Release and Associated Material
HO (2.2): Independent Judgement and Decision-Making
KS (1.1): Discipline Knowledge
Relates to: ULO1, Media Release and Associated Material
KS (1.2): Technical and Technological Skills
PC (3.1): Professional Communication (Written)
Relates to: ULO3, Media Release and Associated Material, Portfolio
TS (4.1): Self-Reflection and Accountability
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
KC40 Bachelor of Communication
- Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO1, ULO2, Media Release and Associated Material, Portfolio - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Demonstrate critical digital literacy skills across diverse platforms and technologies, including familiarity with analytic tools to effectively and responsibly interpret data in the media, communication, and news industries.
Relates to: ULO2, Portfolio - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO1, Media Release and Associated Material, Portfolio - Identify, develop, and sustain effective and responsible leadership strategies and teamwork skills that generate value for yourself and others.
Relates to: ULO4, Portfolio
Unit Outline: Semester 1 2024, Online
| Unit code: | AMB164 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB264, AMX264 |
| Assumed Knowledge: | None required. |
Overview
AMB164 Media Relations and Publicity introduces you to the tools and techniques you will need to work with the media and get positive publicity for organisations. This makes the unit an ideal elective for students from any discipline looking to add value to their major. The tools and techniques covered in AMB164 Media Relations and Publicity will also provide foundational knowledge and skills for use in subsequent units in the public relations major and minor. AMB164 Media Relations and Publicity helps you develop the skills required to effectively communicate with audiences on behalf of organisations through legacy/traditional and other forms of media.
Learning Outcomes
On successful completion of this unit you will be able to:
- Create technically accurate work within deadlines that conveys clear, consistent, and appropriate key messages. Relates to: UG Business Capabilities: KS (1.1)
- Demonstrate skills in using a variety of tools and techniques to work with the media and get positive publicity for organisations.
- Justify the decisions you make in developing content through reference to appropriate theories and examples of professional practice.
- Reflect on the challenges you face in acquiring new skills and demonstrate how you can address them.Relates to: UG Business Capabilities: TS (4.1)
Content
AMB164 Media Relations and Publicity introduces you to the key knowledge and skills needed to work with legacy/traditional and other forms of media. Content includes:
- Earned content: news frames and media releases, working with legacy/traditional media, and writing for different audiences. Ethical ways to achieve positive publicity for organisations.
- Owned content: speeches and feature stories
- Shared content: writing for social media and digital platforms.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
AMB164 is built around a learning cycle of analysis, practice, and refinement. You will learn core media relations skills, which you will apply to specific genres including media releases, speeches, tweets, and blogs.
Before the start of semester, you will be provided with online diagnostic tests to complete. These tests do not count towards assessment: they are designed to help you determine whether you should seek additional support with your spelling, grammar, and punctuation skills so you can participate fully in this unit. The results of these diagnostic tests will help you identify any areas of your technical writing skills that need attention and improvement.
Throughout the semester, you will be required to participate in writing exercises in each tutorial. Professional writing skills are further refined through self-reflection and peer feedback in tutorials and lectures. All learning in the unit is supported by the Canvas site. Learning and assessment in the unit will involve current and real-world case studies and clients. Note that the content in some weeks may be presented entirely online to enhance your learning experience.
This unit uses text matching tools that assist you to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using plagiarism detection software. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Feedback is an essential part of the learning cycle in AMB164 (see learning approach). In this unit, students will be offered the opportunity to actively participate in providing and receiving feedback through peer and self-assessment. Written feedback will be provided through assessment items.
Assessment
Overview
The two individual assessment tasks in this unit give you the chance to demonstrate your achievements against the Unit Learning Objectives.
NOTE: Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Media Release and Associated Material
You will be given a previously unseen scenario on which to prepare a media release, a pitch email to a specific journalist, and a short rationale within a 39 hour deadline.
(AOLs 1.1, 2.1, 3.1)
The late submission period does not apply, and no assignment extensions are available for this task.
Assessment: Portfolio
In the role of a media relations professional, you will create a portfolio containing a specified range of materials and information, designed to help a real world client organisation secure positive media coverage. You will also reflect on your experiences in this unit.
(AOLs 1.2, 2.2, 3.1, 4.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
A media relations practitioner has to be a good writer, and the best way to become a good writer is to read. A lot. And often.
You should aim to read a reputable newspaper (such as The Australian, The Financial Times, the New York Times) every day in addition to completing any set readings for this unit each week. Many newspapers have online versions you can access free of charge through the QUT library databases: check here for more information. If you can squeeze in any more reading, fact or fiction, you will really be doing yourself a big favour. This is the best way to improve your vocabulary, spelling, grammar, punctuation, and expression.
Resource Materials
Recommended text(s)
Supa, D. W. & Zoch, L. M. (2021). Strategic media relations in the age of information: an evidence-based approach (First edition.). Oxford University Press.
Other
Relevant practitioner sources in public relations and communication include Mumbrella (https://mumbrella.com.au/) and Ragan (https://www.ragan.com/).
Relevant academic journals include the Australian Journal of Communication, Asia Pacific Public Relations Journal, Journal of Business Ethics, Journal of Communication, Journal of Public Affairs, Journal of Public Relations Research, Journal of Communication Management, Management Communication Quarterly, Public Relations Review.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Media Release and Associated Material
HO (2.2): Independent Judgement and Decision-Making
KS (1.1): Discipline Knowledge
Relates to: ULO1, Media Release and Associated Material
KS (1.2): Technical and Technological Skills
PC (3.1): Professional Communication (Written)
Relates to: ULO3, Media Release and Associated Material, Portfolio
TS (4.1): Self-Reflection and Accountability
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
KC40 Bachelor of Communication
- Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO1, ULO2, Media Release and Associated Material, Portfolio - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Demonstrate critical digital literacy skills across diverse platforms and technologies, including familiarity with analytic tools to effectively and responsibly interpret data in the media, communication, and news industries.
Relates to: ULO2, Portfolio - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO1, Media Release and Associated Material, Portfolio - Identify, develop, and sustain effective and responsible leadership strategies and teamwork skills that generate value for yourself and others.
Relates to: ULO4, Portfolio
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMB164 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB264, AMX264 |
| Assumed Knowledge: | None required. |
| Coordinators: | Anne Lane | a.lane@qut.edu.au |
Overview
AMB164 Media Relations and Publicity introduces you to the tools and techniques you will need to work with the media and get positive publicity for organisations. This makes the unit an ideal elective for students from any discipline looking to add value to their major. The tools and techniques covered in AMB164 Media Relations and Publicity will also provide foundational knowledge and skills for use in subsequent units in the public relations major and minor. AMB164 Media Relations and Publicity helps you develop the skills required to effectively communicate with audiences on behalf of organisations through legacy/traditional and other forms of media.
Learning Outcomes
On successful completion of this unit you will be able to:
- Create technically accurate work within deadlines that conveys clear, consistent, and appropriate key messages. [KS 1.1]Relates to: UG Business Capabilities: KS (1.1)
- Demonstrate skills in using a variety of tools and techniques to work with the media and get positive publicity for organisations. [KS 1.2, HO 2.1]
- Justify the decisions you make in developing content through reference to appropriate theories and examples of professional practice. [HO 2.2, PC 3.1]
- Reflect on the challenges you face in acquiring new skills and demonstrate how you can address them. [TS 4.1]Relates to: UG Business Capabilities: TS (4.1)
Content
AMB164 Media Relations and Publicity introduces you to the key knowledge and skills needed to work with legacy/traditional and other forms of media. Content includes:
- Earned content: news frames and media releases, working with legacy/traditional media, and writing for different audiences. Ethical ways to achieve positive publicity for organisations.
- Owned content: speeches and feature stories.
- Shared content: writing for social media and digital platforms.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
AMB164 is built around a learning cycle of analysis, practice, and refinement. You will learn core media relations skills, which you will apply to specific genres including media releases, speeches, tweets, and blogs.
Before the start of semester, you will be provided with online diagnostic tests to complete. These tests do not count towards assessment; rather they are designed to help you determine whether you should seek additional support with your spelling, grammar, and punctuation skills so you can participate fully in this unit. The results of these diagnostic tests will help you identify any areas of your technical writing skills that need attention and improvement.
Throughout the semester, you will be required to participate in writing exercises in each tutorial. Professional writing skills are further refined through self-reflection and peer feedback in tutorials and lectures. All learning in the unit is supported by the Canvas site. Learning and assessment in the unit will involve real-world case studies and clients. Note that the content in some weeks may be presented entirely online to enhance your learning experience.
This unit uses text matching tools that assist you to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using plagiarism detection software. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Feedback is an essential part of the learning cycle in AMB164 (see Learning approaches). In this unit, students will be offered the opportunity to actively participate in providing and receiving feedback through peer and self-assessment. Written feedback will be provided through assessment items.
Assessment
Overview
The two individual assessment tasks in this unit give you the chance to demonstrate your achievements against the Unit Learning Objectives.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Media Release and Associated Material
You will be given a previously unseen scenario on which to prepare a media release, a pitch email to a specific journalist, and a short rationale within a 39 hour deadline.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), HO(2.2), PC (3.1)
The late submission period does not apply, and no assignment extensions are available for this task.
Assessment: Portfolio
In the role of a media relations professional, you will create a portfolio containing a specified range of materials and information, designed to help a real world client organisation secure positive media coverage. You will also reflect on your experiences in this unit.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1) PC (3.1), TS (4.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
A media relations practitioner has to be a good writer, and the best way to become a good writer is to read. A lot. And often.
You should aim to read a reputable newspaper (such as The Australian, The Financial Times, the New York Times) every day in addition to completing any set readings for this unit each week. Many newspapers have online versions you can access free of charge through the QUT library databases: check here for more information. If you can squeeze in any more reading, fact or fiction, you will really be doing yourself a big favour. This is the best way to improve your vocabulary, spelling, grammar, punctuation, and expression.
Resource Materials
Recommended text(s)
Supa, D. W. & Zoch, L. M. (2021). Strategic media relations in the age of information: an evidence-based approach (First edition.). Oxford University Press.
Other
Relevant practitioner sources in public relations and communication include Mumbrella (https://mumbrella.com.au/) and Ragan (https://www.ragan.com/).
Relevant academic journals include the Australian Journal of Communication, Asia Pacific Public Relations Journal, Journal of Business Ethics, Journal of Communication, Journal of Public Affairs, Journal of Public Relations Research, Journal of Communication Management, Management Communication Quarterly, Public Relations Review.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Media Release and Associated Material, Portfolio
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, Media Release and Associated Material
KS (1.1): Discipline Knowledge
Relates to: ULO1, Media Release and Associated Material, Portfolio
KS (1.2): Technical and Technological Skills
PC (3.1): Professional Communication (Written)
Relates to: ULO3, Media Release and Associated Material, Portfolio
TS (4.1): Self-Reflection and Accountability
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material, Portfolio - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material, Portfolio - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
KC40 Bachelor of Communication
- Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO1, ULO2, Media Release and Associated Material, Portfolio - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Demonstrate critical digital literacy skills across diverse platforms and technologies, including familiarity with analytic tools to effectively and responsibly interpret data in the media, communication, and news industries.
Relates to: ULO2, Portfolio - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO1, Media Release and Associated Material, Portfolio - Identify, develop, and sustain effective and responsible leadership strategies and teamwork skills that generate value for yourself and others.
Relates to: ULO4, Portfolio
Unit Outline: Semester 2 2024, Online
| Unit code: | AMB164 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB264, AMX264 |
| Assumed Knowledge: | None required. |
Overview
AMB164 Media Relations and Publicity introduces you to the tools and techniques you will need to work with the media and get positive publicity for organisations. This makes the unit an ideal elective for students from any discipline looking to add value to their major. The tools and techniques covered in AMB164 Media Relations and Publicity will also provide foundational knowledge and skills for use in subsequent units in the public relations major and minor. AMB164 Media Relations and Publicity helps you develop the skills required to effectively communicate with audiences on behalf of organisations through legacy/traditional and other forms of media.
Learning Outcomes
On successful completion of this unit you will be able to:
- Create technically accurate work within deadlines that conveys clear, consistent, and appropriate key messages. [KS 1.1]Relates to: UG Business Capabilities: KS (1.1)
- Demonstrate skills in using a variety of tools and techniques to work with the media and get positive publicity for organisations. [KS 1.2, HO 2.1]
- Justify the decisions you make in developing content through reference to appropriate theories and examples of professional practice. [HO 2.2, PC 3.1]
- Reflect on the challenges you face in acquiring new skills and demonstrate how you can address them. [TS 4.1]Relates to: UG Business Capabilities: TS (4.1)
Content
AMB164 Media Relations and Publicity introduces you to the key knowledge and skills needed to work with legacy/traditional and other forms of media. Content includes:
- Earned content: news frames and media releases, working with legacy/traditional media, and writing for different audiences. Ethical ways to achieve positive publicity for organisations.
- Owned content: speeches and feature stories.
- Shared content: writing for social media and digital platforms.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
AMB164 is built around a learning cycle of analysis, practice, and refinement. You will learn core media relations skills, which you will apply to specific genres including media releases, speeches, tweets, and blogs.
Before the start of semester, you will be provided with online diagnostic tests to complete. These tests do not count towards assessment; rather they are designed to help you determine whether you should seek additional support with your spelling, grammar, and punctuation skills so you can participate fully in this unit. The results of these diagnostic tests will help you identify any areas of your technical writing skills that need attention and improvement.
Throughout the semester, you will be required to participate in writing exercises in each tutorial. Professional writing skills are further refined through self-reflection and peer feedback in tutorials and lectures. All learning in the unit is supported by the Canvas site. Learning and assessment in the unit will involve real-world case studies and clients. Note that the content in some weeks may be presented entirely online to enhance your learning experience.
This unit uses text matching tools that assist you to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using plagiarism detection software. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Feedback is an essential part of the learning cycle in AMB164 (see Learning approaches). In this unit, students will be offered the opportunity to actively participate in providing and receiving feedback through peer and self-assessment. Written feedback will be provided through assessment items.
Assessment
Overview
The two individual assessment tasks in this unit give you the chance to demonstrate your achievements against the Unit Learning Objectives.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Media Release and Associated Material
You will be given a previously unseen scenario on which to prepare a media release, a pitch email to a specific journalist, and a short rationale within a 39 hour deadline.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), HO(2.2), PC (3.1)
The late submission period does not apply, and no assignment extensions are available for this task.
Assessment: Portfolio
In the role of a media relations professional, you will create a portfolio containing a specified range of materials and information, designed to help a real world client organisation secure positive media coverage. You will also reflect on your experiences in this unit.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1) PC (3.1), TS (4.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
A media relations practitioner has to be a good writer, and the best way to become a good writer is to read. A lot. And often.
You should aim to read a reputable newspaper (such as The Australian, The Financial Times, the New York Times) every day in addition to completing any set readings for this unit each week. Many newspapers have online versions you can access free of charge through the QUT library databases: check here for more information. If you can squeeze in any more reading, fact or fiction, you will really be doing yourself a big favour. This is the best way to improve your vocabulary, spelling, grammar, punctuation, and expression.
Resource Materials
Recommended text(s)
Supa, D. W. & Zoch, L. M. (2021). Strategic media relations in the age of information: an evidence-based approach (First edition.). Oxford University Press.
Other
Relevant practitioner sources in public relations and communication include Mumbrella (https://mumbrella.com.au/) and Ragan (https://www.ragan.com/).
Relevant academic journals include the Australian Journal of Communication, Asia Pacific Public Relations Journal, Journal of Business Ethics, Journal of Communication, Journal of Public Affairs, Journal of Public Relations Research, Journal of Communication Management, Management Communication Quarterly, Public Relations Review.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Media Release and Associated Material, Portfolio
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, Media Release and Associated Material
KS (1.1): Discipline Knowledge
Relates to: ULO1, Media Release and Associated Material, Portfolio
KS (1.2): Technical and Technological Skills
PC (3.1): Professional Communication (Written)
Relates to: ULO3, Media Release and Associated Material, Portfolio
TS (4.1): Self-Reflection and Accountability
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material, Portfolio - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material, Portfolio - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Media Release and Associated Material - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Portfolio - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, Media Release and Associated Material - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO3, Portfolio - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4, Portfolio
KC40 Bachelor of Communication
- Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO1, ULO2, Media Release and Associated Material, Portfolio - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Media Release and Associated Material, Portfolio - Demonstrate critical digital literacy skills across diverse platforms and technologies, including familiarity with analytic tools to effectively and responsibly interpret data in the media, communication, and news industries.
Relates to: ULO2, Portfolio - Create authentic and professional-quality communication outputs that reflect an application of academic content, critical thinking skills, and social awareness.
Relates to: ULO1, Media Release and Associated Material, Portfolio - Identify, develop, and sustain effective and responsible leadership strategies and teamwork skills that generate value for yourself and others.
Relates to: ULO4, Portfolio