Course coordinator
Associate Professor Jane Johnston
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Communication & Arts School
You will examine the strategic use of media by the strategic communication industry. The course examines a range of media, including news and current affairs, social media, and entertainment, and the role these play in campaign design and delivery. It includes a range of tools used in the modern communication environment including AI, platform selection, and working with journalists and influencers.
This course considers the strategic use of media by the strategic communication and public relations industry. It examines a wide range of media forms and delivery methods and considers the importance of vision, storytelling and integrated content in campaign delivery. You will examine best practice award-winning media and communication campaigns and learn how to respond to a client brief when writing your own media plan and creating effective media assets. You will learn about the value of targeted delivery methods, media conferences and training, working with journalists and influencers, and appropriate use of AI. These practical skills will be embedded within a solid theoretical, legal, and ethical foundation which will enhance your understanding of how to adapt your skills and knowledge within the dynamic and changing professional media environment.ﾠ
Course requirements
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
It is recommended that students have completed COMU1120 Media & Society, COMU1052 Intro to PR and COMU1152 PR Writing before taking this course.
Incompatible
You can't enrol in this course if you've already completed the following:
COMU7304
Course contact
Course staff
Lecturer
Associate Professor Jane Johnston
Dr Renee Mickelburgh
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Whilst every effort is made to place students in their preferred activity, it is not always possible for a student to be enrolled in their tutorial of choice. If you require assistance, please ensure that you email timetabling.commarts@enquire.uq.edu.au from your UQ student email with:
- Your name
- Your student ID
- The course code
- A list of three tutorial preferences (in order of preference)
- Reason for the change – e.g. timetable clash, elite athlete status, SAP
Teaching staff do not have access to change tutorials or help with timetables; all timetabling changes must be processed through the Timetabling Team.
Aims and outcomes
The course aims to provide students with the knowledge and skill-set to work in a range of media environments to achieve strategic outcomes. Focus is placed on the need for strong writing and storytelling skills, targeting key audiences and publics, relationship management, and using a diverse range of media platforms. Students will develop key attributes that can be applied in professional public relations and communication roles.ﾠ
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Understand the importance of the contemporary media environment in public relations practice;
LO2.
Identify the importance of effective targeting to reach important publics and audiences;
LO3.
Develop effective written, oral and visual communication skills for owned, earned and shared media;
LO4.
Learn how to combine a range of media skills and techniques to achieve the best outcome;
LO5.
Learn the importance of creativity, innovation and good writing in modern media strategy;
LO6.
Learn the importance of relationship management and ethical and legal practice in media management;
LO7.
Understand the links between theory and practice;
LO8.
Work collaboratively in teamwork situations
LO9.
Work, learn and problem solve independently
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Media Plan | 20% 1,000 words |
17/04/2025 4:00 pm |
| Portfolio | Media Assets (Portfolio) | 50% |
16/05/2025 4:00 pm |
| Examination | Exam | 30% |
End of Semester Exam Period 7/06/2025 - 21/06/2025 |
Assessment details
Media Plan
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 20% 1,000 words
- Due date
17/04/2025 4:00 pm
- Learning outcomes
- L01, L02, L04, L07, L08, L09
Task description
Aim: Each student develops a media plan based on a client brief which will be provided in class by an external client. This will identify an issue or problem within the client organisation that the media plan is intended to address. The plan should outline a response to the issue or problem including research, objectives, tactics and evaluation using the BROPE model (see below). This will include the planning for your media assets (portfolio) (assignment 2).
Overview: In media work "to be most effective, we need to have a plan" (Johnston & Rowney 2018, p. 109). You will use the ROPE process model from the text (chapter 5) and add a summary of the brief to it -- so it becomes BROPE. The planning process and document will be explained in the assignment task sheet on BB. Additional information is in chapter 5 and you should also be guided by the Golden Target campaigns worked on in tutorials (and available for review on BB). The brief and the plan will be discussed and workshopped in tutorials. Some referencing is required, using APA.
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance. A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Your plan must be uploaded to TurnItIn with a cover sheet including word length. Cover sheet and reference list are not included in word count.
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 14 days. Extensions are given in multiples of 24 hours.
Extensions for this assessment item cannot exceed two weeks. Where a student is incapacitated for a period exceeding two weeks of semester, they may be advised to apply to drop the course. This two-week maximum period is pedagogically justified due to the sequencing of the two assignments where assignment 1 (plan) provides formative feedback to develop assignment 2 (portfolio).
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Media Assets (Portfolio)
- Mode
- Product/ Artefact/ Multimedia
- Category
- Portfolio
- Weight
- 50%
- Due date
16/05/2025 4:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05, L07, L08, L09
Task description
The media assets (portfolio) should respond to the brief and should follow organisational style -- this includes fonts, colour palettes, format as outlined in the brief. Your assets should be clearly explained in your media plan (assignment 1).
Your media asset (portfolio) will include the following:
- video (one 60 second video) (20%)
- video short script using provided script format (10%)
- media release using provided format (one page / approx 300 words) (10%)
- infographic/fact sheet (one page) (10%)
Workshops on Premiere Pro for video development will be held by MaPS and you are encouraged to enrol and attend. Please enrol early as places are limited. For students who miss a place, a range of dedicated video links are posted in resources and available on BB. Lectures, BB materials, chapters and tutorials cover various aspects of the plan and asset development.
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance. A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Submission of the asset portfolio as follows:
- Video script, media release and infographic uploaded as a single document with a cover sheet to Turnitin.
- Video uploaded to the platform outlined as per MaPS instructions on BB with a link sent to your tutor's email.
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Exam
- Mode
- Written
- Category
- Examination
- Weight
- 30%
- Due date
End of Semester Exam Period
7/06/2025 - 21/06/2025
- Learning outcomes
- L01, L02, L03, L05, L06, L07, L09
Task description
An end of semester exam will be scheduled within the exam block. The exam will consist of multiple choice plus short answer questions and a media release writing task.
The exam will be held under closed exam conditions with no access to the internet or external resources. Students are advised that the use of Artificial Intelligence (AI) and Machine Translation (MT) will therefore be prohibited.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 120 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - no written materials permitted |
| Materials | Laptop compatible with Inspera |
| Exam platform | Inspera |
| Invigilation | Invigilated in person |
Submission guidelines
UQ is presently rolling out a new assessment tool, Inspera Assessment. Inspera Assessment provides additional functionality to complement the existing suite of digital learning tools at UQ with a greater range of question types and accessibility provisions.
Inspera Assessment will be used for this invigilated on-campus digital assessment and students in this course will complete this using their own device. Details about Inspera Assessment, including an introduction to Inspera functionality and where to go for support, are available here: https://elearning.uq.edu.au/student-guides-original/inspera-assessment-original
Further information will be provided on Blackboard.
Deferral or extension
You may be able to defer this exam.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 24 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 25 - 44 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 45 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
- Where fractional marks occur in the calculation of the final grade, a mark of x.5% or greater will be rounded up to (x+1)%. A percentage mark of less than x.5% will be rounded down to x%.
- Where no assessable work is received, a Grade of X will apply.
Supplementary assessment
Supplementary assessment is available for this course.
Additional assessment information
- Further information regarding the assessment, including marking criteria and/or marking rubrics are available in the ‘Assessment’ folder in Blackboard for this course.
- Marks Cannot Be Changed After Being Released: Marks are not open to negotiation with course staff. If you wish to discuss the feedback you have received, you should make an appointment to speak with the Course Coordinator.
- Assessment Re-mark: If you are considering an Assessment Re-mark, please follow the link to important information you should consider before submitting a request.
- Integrity Pledge: Assignments for this course will be submitted electronically via Blackboard and using Turnitin. Before submitting any assignments for this course, you must ensure you have completed UQ's compulsory online Academic Integrity Modules.ﾠIn uploading an assignment via Turnitin you are certifying that it is your original work, that it has not been copied in whole or part from another person or source except where this is properly acknowledged, and that it has not in whole or part been previously submitted for assessment in any other course at this or any other university.
- Withholding marks prior to finalisation of grades: Per UQ Assessment Procedures – Release of Assessment Item Marks and Grades: The final assessment item and the marks for the assessment item are to be released only after the final grade for the course has been released.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Additional learning resources information
This course has an electronic Blackboard. All students are expected to regularly (minimum once a week) access the Blackboard for:
- Course-related important announcements
- Course material (e.g., Weekly lecture notes, Lecture recordings (pre-recorded), Assignment preparation tasksheets and tipsheets, Tutorial timetable, Text book)
- MaPS workshops for video production
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 (24 Feb - 02 Mar) |
Lecture |
Week 1 Lecture: Overview of course. Chapter 1 (text). Learning outcomes: L01, L02, L09 |
Tutorial |
Week 1 Tutorial: Planning your semester Learning outcomes: L01, L02, L08, L09 |
|
Week 2 (03 Mar - 09 Mar) |
Lecture |
WEEK 2 Lecture (Cancelled Due to Weather) |
Tutorial |
WEEK 2 Tutorial (Cancelled Due to Weather) |
|
Week 3 (10 Mar - 16 Mar) |
Lecture |
Week 3 Lecture: Working with journalists and influencers / Running a media conference. Chapters 3 & 7 (text). Learning outcomes: L03, L04, L05, L06, L07, L09 |
Tutorial |
Week 3 Tutorial: Lecture & chapter revision. Interviewing and press conference exercises. Learning outcomes: L03, L04, L05, L06, L07, L08, L09 |
|
Week 4 (17 Mar - 23 Mar) |
Lecture |
Week 4 Lecture: Storytelling & content creation. Chapter 9 (text). Learning outcomes: L02, L06, L07, L09 |
Tutorial |
Week 4 Tutorial: Lecture & chapter revision. Press Conference and Storytelling exercises. Learning outcomes: L02, L06, L07, L08, L09 |
|
Week 5 (24 Mar - 30 Mar) |
Lecture |
Week 5 Lecture: Taking a brief & writing a media plan. Chapter 5 (text). Learning outcomes: L01, L02, L04, L05, L07, L09 |
Tutorial |
Week 5 Tutorial: Lecture & chapter revision. Analysing CPRA (formerly PRIA) Golden Target campaigns and constructing a plan. Learning outcomes: L01, L02, L04, L05, L07, L08, L09 |
|
Week 6 (31 Mar - 06 Apr) |
Lecture |
Week 6 Lecture: Client brief - lecture by an industry guest who will provide the briefing for the assignments (plan and asset portfolio). Learning outcomes: L03, L04, L05, L07 |
Tutorial |
Week 6 Tutorial: Brief revision. Media plan development. Learning outcomes: L03, L04, L05, L07, L08 |
|
Week 7 (07 Apr - 13 Apr) |
Lecture |
Week 7 Lecture: Media assets - Part 1. Chapter 6 (text). Learning outcomes: L03, L04, L05 |
Tutorial |
Week 7 Tutorial: Lecture and chapter revision. Working on media plan and assets. Learning outcomes: L03, L04, L05, L08 |
|
Week 8 (14 Apr - 20 Apr) |
Lecture |
Week 8 Lecture: Producing media assets -- Part 2. Chapter 8 (text). Learning outcomes: L03, L04, L05 |
Tutorial |
Week 8 Tutorial: Lecture and chapter revision. Working on media plan & assets. Learning outcomes: L03, L04, L05, L08 |
|
Week 9 (28 Apr - 04 May) |
Lecture |
Week 9 Lecture: Media assets -- Part 3. Chapter 4 (text). Learning outcomes: L03, L04, L05 |
Tutorial |
Week 9 Tutorial: Lecture and chapter revision. Working on media assets. Learning outcomes: L03, L04, L05, L08 |
|
Week 10 (05 May - 11 May) |
Lecture |
Week 10 Lecture: Ethics, law & governance. Chapter 11 (text). Learning outcomes: L01, L06, L09 |
Tutorial |
Week 10 Tutorial: Review lecture and chapter. Working on media assets. Workshopping ethics and law case studies (exam prep). Learning outcomes: L01, L06, L09 |
|
Week 11 (12 May - 18 May) |
Lecture |
Week 11 Lecture: Media theory and its application to industry. Chapter 2 (text). Learning outcomes: L01, L07, L09 |
Tutorial |
Week 11 Tutorial: Lecture and chapter revision. Media theory (exam prep). Learning outcomes: L01, L07, L09 |
|
Week 12 (19 May - 25 May) |
No student involvement (Breaks, information) |
Week 12: NO CLASSES NO LECTURE OR TUTORIAL THIS WEEK |
Week 13 (26 May - 01 Jun) |
No student involvement (Breaks, information) |
Week 13: NO CLASSES NO LECTURE OR TUTORIAL THIS WEEK |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.
Course guidelines
Communication Expectations
While you are a student at UQ, all communication must be conducted according to the UQ Student Code of Conduct. The UQ Library has a helpful Communicate and collaborate online module.
- Email is the primary way for you to send messages to, and receive information from, the School and our staff.
- You must use your UQ email address (not a private address) to communicate with staff.
- You should add a clear subject line, including course code, and a 2-3 word statement.
- You can send email at any time, however please do not expect responses outside normal working hours (Monday to Friday from ~8am to ~5pm).
- Emails that constitute bullying, harassment or discrimination against staff contravene the Student Code of Conduct. Emails like this will be reported to the University, and the matter will be pursued as misconduct.