Course coordinator
Dr Jagadish Thaker
Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Communication & Arts School
You will design, develop and evaluate a campaign for a real client. You will meet the client face-to-face or online, take a brief and be tasked with developing industry-ready materials for a public relations campaign.
This course is designed around a team-based, collaborative service-learning project in professional communication. We will work together as one PR agency, producing, pitching, and publishing content.
It is assessed using a range of diagnostic, formative, creative and summative activities, including the design, realisation, delivery, and evaluation of a live communication campaign (portfolio/storytelling/content platform) by all students together. This course prepares students for employment in the public relations industry as well as a broad range of content production, editorial and publishing work and, furthermore, communication management skills.
Course changes in response to previous student feedback:
Based on student feedback, this course has been modified every year since its initial offering in 2017.
Instead of multiple clients and campaigns, the students will work in a specific issue area, creating a campaign for a specific client, which provides opportunities for peer-learning and review. Lectures and tutorials now include a number of current and previously awarded PR case studies. Additional assessment support is provided to the students through FAQs and tutorial activities tailored explicitly for the assessments.
Course requirements
Assumed background
This course prepares students for working in a communication role, particularly in the public relations (PR)ﾠindustry.ﾠIt is designed as a final-year course to ready students for an in-house or consultancy role in public relations, (online) communication management and contentﾠmanagement in particular.ﾠ
The above prerequisites are recommended but other relevant pathways will be considered (such as past work experience in a PR firm or in a PR or communication management role - evaluated on a case by case basis). Ability to use various design-production related software (i.e. offered by MaPS) is assumed.
Prerequisites
You'll need to complete the following courses before enrolling in this one:
COMU1052, COMU2180, COMU1152 and/or COMU3801.
Incompatible
You can't enrol in this course if you've already completed the following:
COMU3002
Course contact
Course staff
Lecturer
Dr Jagadish Thaker
Tutor
Mr Anthony Biancotti
Ms Yumeng Wu
Miss Franssisca Xaveria
Timetable
Additional timetable information
Students must attend the tutorials each week for the best learning outcomes, as they form the basis for the whole collaborative project.
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
This course aims to provideﾠyou with industry-level skills in the planning, design, delivery, and evaluation as well as reflection of public communication campaigns.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Identify, analyse and evaluate strategic public relations campaigns across a range of issues.
LO2.
Plan, design, produce and evaluate a communication strategy.
LO3.
Identify and evaluate the communication challenges and operational parameters of a real organization, operating in complex environments.
LO4.
Strengthen the ability to create new and innovative communication tactics in collaboration with other members in a team
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Participation/ Student contribution |
Tutorial Participation
|
15% |
Week 2 - Week 13 |
| Portfolio, Project |
Campaign Plan
|
40% About 10 pages |
13/09/2024 4:00 pm |
| Presentation, Portfolio, Project |
Campaign Presentation
|
45% |
18/10/2024 4:00 pm
Presentations in Week 12 tutorials. Campaign plan and portfolio due by 4:00pm 18 October. |
Assessment details
Tutorial Participation
- In-person
- Mode
- Activity/ Performance
- Category
- Participation/ Student contribution
- Weight
- 15%
- Due date
Week 2 - Week 13
- Learning outcomes
- L01, L02
Task description
You will receive a mark for participating in tutorial activities.
Student use of AI/MT in assessments
This task has been designed to be challenging, authentic and complex. Whilst students may use Artificial Intelligence (AI) and Machine Translation (MT) technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI and MT tools.
As this assignment is tutorial participation-based, AI tools used to generate responses during tutorials have to be acknowledged to your tutors.
Submission guidelines
Attend and actively participate in the tutorials.
Deferral or extension
You cannot defer or apply for an extension for this assessment.
Missing a few tutorials for valid reasons, such as medical leave, is ok and will not impact the final marks. Please contact your tutor if you are unable to attend.
Late submission
Late submission is not possible for this piece of assessment.
Campaign Plan
- Team or group-based
- Mode
- Product/ Artefact/ Multimedia, Written
- Category
- Portfolio, Project
- Weight
- 40% About 10 pages
- Due date
13/09/2024 4:00 pm
- Learning outcomes
- L01, L02, L03
Task description
This assignment task is designed to enable you to demonstrate your understanding of how to create a strategic, effective, and engaging public relations campaign plan.
Details on the client organisation will be provided in the lecture, learning resources, and tutorials. The client organisation will provide a briefing in the lecture, and, depending on client availability, there will be a further Q&A with the client.
Information from academic and non-academic sources used in preparing this assignment needs to be referenced according to academic standards (APA 7th ed.).
The portfolio needs to include information about a public relations campaign plan, including executive summary, formative research, strategy, goals and objectives, key messages, tactics, implementation and evaluation.
Additional information and marking rubric will be provided on Blackboard.
Student use of AI/MT in assessments
This task has been designed to be challenging, authentic and complex. Whilst students may use Artificial Intelligence (AI) and Machine Translation (MT) technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI and MT tools.
If you are using AI tools, collate all prompts and responses with the URL and date in a single PDF document as an appendix and submit it along with your assignments.
Submission guidelines
Submit via Turnitin by the due date.
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.
Campaign Presentation
- Team or group-based
- In-person
- Mode
- Oral, Product/ Artefact/ Multimedia
- Category
- Presentation, Portfolio, Project
- Weight
- 45%
- Due date
18/10/2024 4:00 pm
Presentations in Week 12 tutorials. Campaign plan and portfolio due by 4:00pm 18 October.
- Learning outcomes
- L01, L02, L03, L04
Task description
Following the assignment 2 where you worked on a campaign plan, this group assignment is designed to help you to learn about how to collaborate, create engaging creatives, and effectively pitch a public relations campaign to a client. During the tutorials, you can form into groups—or one will be assigned to you—for this assignment task. Groups should be composed of 4 members. Details on the client organisation will be provided in the lecture and tutorials.
The public relations campaign is NOT hypothetical and will not be treated as such. This is your opportunity to show your creativity, backed by evidence or best practices. It is expected that each member of the peer group will sustain a strong level of team engagement, show respect for the opinions/input of others into decision-making, demonstrate a willingness to take on responsibilities and complete this on time, and adopt a collaborative approach (working well with all team members - avoiding passivity, submissiveness, or domination). Each member of the peer group is required to share equally in the development of the communication campaign creatives and in presenting them to the class. Information from academic sources should be used in the preparation of this assignment. Sources used should be acknowledged following APA style. A reference list should be provided in the campaign pitch PowerPoint/Prezi slide presentation.
Your portfolio should contain at least:
- One short video
- 4 post(s) either for Facebook, Twitter, Instagram, or other social media channels
Student use of AI/MT in assessments
This task has been designed to be challenging, authentic and complex. Whilst students may use Artificial Intelligence (AI) and Machine Translation (MT) technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI and MT tools.
If you are using AI tools, collate all prompts and responses with the URL and date in a single PDF document as an appendix and submit it along with your assignments.
Recording of Oral and Practical Assessment
All presentations will be recorded for marking purposes via recording facilities available where the assessment takes place (eg. ECHO360, Zoom, camera device)
Recordings will be retained by the School of Communication and Arts for at least 12 months from the release of the final grade for the course.
Recordings will be stored in a secure manner and will only be accessed by authorised school staff for the purposes of:
- Moderation of marking;
- Provision of feedback to the student(s) recorded; and/or
- Re-marking following a successful re-mark application
Submission guidelines
After the presentation, submit the campaign plan and portfolio via Turnitin by the due date.
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.
Presentation: If students are unable to participate, they can participate via Zoom or a record their part and the group can go ahead without that specific student. Please contact your tutor for more information. Students are not able to apply for an extension for the presentation component of this assessment.
Campaign plan and portfolio: You may be able to apply for an extension for the Campaign plan and portfolio component of this assessment.
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.
Late submission is not possible for the presentation part of this assessment.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 1 - 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. ﾠ
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
Students are expected to be aware of global debates on issues of community engagement and professional communication practice. Students are expected to research their client's activities and other campaigns for weekly class discussions.
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 (22 Jul - 28 Jul) |
Lecture |
Week 1 Lecture: Introduction to Public Relations Public Relations in Practice: Course overview and introduction. Learning outcomes: L01, L04 |
Tutorial |
Week 1: NO TUTORIALS Tutorials start in Week 2. |
|
Week 2 (29 Jul - 04 Aug) |
Lecture |
Week 2 Lecture: Doing Public Relations PR, creation of content, campaign development Learning outcomes: L01, L02, L03 |
Tutorial |
Week 2 Tutorial: Public Relations & Campaigns Paradigms, concepts, and key terms Learning outcomes: L01, L02, L03 |
|
Week 3 (05 Aug - 11 Aug) |
Lecture |
Week 3 Lecture: Stakeholder analysis Frameworks, mapping, linking objectives with target audiences Learning outcomes: L01, L02, L04 |
Tutorial |
Week 3 Tutorial: Stakeholder analysis Identifying and prioritising key publics for strategic communication campaigns. Learning outcomes: L01, L02, L04 |
|
Week 4 (12 Aug - 18 Aug) |
Lecture |
Week 4 Lecture: Client briefing Campaign briefing Learning outcomes: L01, L03 |
Tutorial |
Week 4: NO TUTORIALS DUE TO PUBLIC HOLIDAY Learning outcomes: L01, L03 |
|
Week 5 (19 Aug - 25 Aug) |
Lecture |
Week 5 Lecture: Strategy and tactics How to get your message across to the right people at the right time, using the right tactics. Learning outcomes: L02, L04 |
Tutorial |
Week 5 Tutorial: Your campaign, ideas, portfolio Preparing your portfolio, campaign objectives, goals and process Learning outcomes: L02, L04 |
|
Week 6 (26 Aug - 01 Sep) |
Lecture |
Week 6 Lecture: Social media and PR Changing nature of public relations and social media engagement. Learning outcomes: L02, L03, L04 |
Tutorial |
Week 6 Tutorial: Digital platforms & media Formats of storytelling in different media environments, analysis of social media platforms. Learning outcomes: L02, L03, L04 |
|
Week 7 (02 Sep - 08 Sep) |
Lecture |
Week 7 Lecture: Evaluation Implementation & Evaluation: Consideration for campaign development, budgeting and reporting. Learning outcomes: L01, L03 |
Tutorial |
Week 7 Tutorial: Implementation, Evaluation Finalising your portfolios Learning outcomes: L01, L03 |
|
Week 8 (09 Sep - 15 Sep) |
Lecture |
Week 8 Lecture: Ethics PR Ethics and Assignment preparation. Learning outcomes: L01, L03 |
Tutorial |
Week 8 Tutorial: Ethics Case studies and best practices in public relations ethics. Learning outcomes: L01, L03 |
|
Week 9 (16 Sep - 22 Sep) |
Lecture |
Week 9 Lecture: Collecting and producing stories Agenda setting, framing, creating narratives Learning outcomes: L02, L04 |
Tutorial |
Week 9 Tutorial: Narratives & Framing Creating viral PR campaigns Learning outcomes: L02, L04 |
|
Mid Sem break (23 Sep - 29 Sep) |
No student involvement (Breaks, information) |
Mid-Semester Break |
Week 10 (30 Sep - 06 Oct) |
Lecture |
Week 10 Lecture: Storytelling Produce & pitch your story Learning outcomes: L02, L03, L04 |
Tutorial |
Week 10 Tutorial: Storytelling Storytelling workshop activities Learning outcomes: L02, L03, L04 |
|
Week 11 (07 Oct - 13 Oct) |
Lecture |
Week 11: NO LECTURE DUE TO PUBLIC HOLIDAY |
Tutorial |
Week 11: NO TUTORIALS DUE TO PUBLIC HOLIDAY |
|
Week 12 (14 Oct - 20 Oct) |
Lecture |
Week 12 Lecture: Future prospects of PR in the age of AI Convergence of the professions, your future - outlook Learning outcomes: L01, L03, L04 |
Tutorial |
Week 12 Tutorial: Presentations Learning outcomes: L01, L02, L03, L04 |
|
Week 13 (21 Oct - 27 Oct) |
Lecture |
Week 13 Lecture: Revision Public relations and society Learning outcomes: L01, L02, L03, L04 |
Tutorial |
Week 13 Tutorial: Recap Future PR managers and entrepreneurs |
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.