Course Title: Public Relations Research Methods

Part A: Course Overview

Course Title: Public Relations Research Methods

Credit Points: 12.00

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1460

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

Sem 2 2020,
Sem 1 2021,
Sem 2 2021,
Sem 1 2022,
Sem 2 2022

MKTG1462

Singapore Inst of Management

Undergraduate

345H Media and Communication

Face-to-Face

Offsh2 21,
Offsh2 22

Course Coordinator: Dr Leah Li

Course Coordinator Phone: +61 3 9925 5206

Course Coordinator Email: leah.li@rmit.edu.au

Course Coordinator Location: Building 9, Level 5

Course Coordinator Availability: By appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

For students enrolled in BP222VRI and BP222BPVH Bachelor of Communication (Professional Communication) you should demonstrate concurrent enrolment in Applied PR Research.  

Alternatively, you may be able to demonstrate the required skills and knowledge before you start this course. Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information go to the RMIT Student Page on Applying for Credit. 


Course Description

This course provides you with an introduction to the various methods of audience, market, issue and media research relevant to public relations. It includes an overview of the research process, methods of data collection, and data analysis employed in strategic public relations. You will develop skills in qualitative and quantitative research methods which will inform  you in developing strategic goals and objectives.


Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes   If you are enrolled in BP223 Bachelor of Communication (Public Relations) in this course you will develop the following program learning outcomes:  

  • Demonstrate the ability to research, plan, implement, evaluate and present PR communications that respond to the needs of the client organisation.
  • Demonstrate creativity and innovation when identifying and solving problems in diverse contexts within public relations.


If you are enrolled in BP222 Bachelor of Communication (Professional Communication) in this course you will develop the following program learning outcomes: 

  • Apply initiative and judgement in planning,problem solving and decision making in your practice or future study 
  • Communicate using diverse formats and strategies to audiences within and external to your discipline 
  • Demonstrate creativity, critical thinking and innovation when identifying and solving problems in diverse contexts within the professional communication field 
  • Plan, produce and evaluate innovative content, optimizing uses of technology that meets the needs of diverse stakeholders in an international environment


Course Learning Outcomes   Upon successful completion of this course, you will be able to:  

  1.  Identify and evaluate the strengths and weaknesses of different approaches used in public relations practice.
  2. Develop research tools to answer public relations questions.
  3. Find and interpret relevant primary and secondary data.
  4. Identify and analyse ethical issues relevant to communication and PR research.


Overview of Learning Activities

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes.

Assessment may include essays, reports, reflective papers, creative projects and you will be actively engaged in learning that involves a range of activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities.


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

The University Library has extensive resources for public relations students. The Library has produced a subject guide that includes quality online and print resources for your studies: http://rmit.libguides.com/pr

There are services available to support your learning through the University Library. The Library provides guides on academic referencing and subject specialist help as well as a range of study support services. For further information, please visit the Library page on the RMIT University website and the myRMIT student portal.


Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. You will need to demonstrate a basic understanding of the range of research methods available for developing public relations strategies.

Assessment Tasks 

Assessment Task 1: PR problem identification and research (Individual), 25%, CLO 3

Assessment Task 2: Critical case analysis of research methods in PR (Individual), 35%, CLO 1, 2, 4

Assessment Task 3: PR research proposal and insights (Group), 40%, CLOs 1, 2, 3 & 4

Feedback will be given on all assessment tasks.

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.