| Semester 2, 2023 Online | |
| Units : | 1 |
| School or Department : | School of Humanities & Communication |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Course Coordinator:
Requisites
Students who have completed PRL3012 are not permitted to enrol in PRL2012.
Overview
The ability to conduct and analyse public relations research and analytics is essential for graduates entering the profession. This course advances your PR knowledge and skills and expands these into planning, conducting, applying and evaluating PR research and analytics analysis.
In this course, you will use analytics as a driver for public relations professional practice. You will develop skills in using analytics as a tool to manage specific PR problems, and to produce effective and targeted PR solutions to meet client needs. You will learn how to conduct qualitative and quantitative research; and how to collect data using observation, in-depth interviews, surveys and focus groups. It also develops skills and knowledge required for analysis of data such as stakeholder mapping, issues and opinion monitoring, social analytics, and the ethical considerations involved in PR research.
Course learning outcomes
On successful completion of this course students should be able to:
- explain the significance of research in public relations (PR) campaigns;
- conduct desktop reviews for a specific PR purpose;
- apply ethical research methods to solve PR problems;
- apply insights that come from research to PR problems to produce appropriate messages and tools;
- produce assessment work that adheres to disciplinary and professional standards and conventions.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | PR approaches to research | 10.00 |
| 2. | Desktop reviews and qualitative and quantitative methods | 40.00 |
| 3. | Using data analytics in PR | 30.00 |
| 4. | Quality assurance in PR research | 10.00 |
| 5. | Ethical issues | 10.00 |
Text and materials required to be purchased or accessed
Student workload expectations
To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.
Assessment details
| Description | Group Assessment |
Weighting (%) | Course learning outcomes |
|---|---|---|---|
| Problem Solving 1 | No | 10 | 1,2,5 |
| Problem Solving 2 | No | 50 | 1,2,3,4,5 |
| Problem Solving 3 | No | 40 | 1,2,3,4,5 |