COMM2283 Management

COMM2283 Management

COMM2283 Management



 Case analysis reportLearning Outcomes: Identify and discuss key aspects of the development, and principles and practices, of modern PR. Examine links between PR, communication theory and applied communication practice. Identify and analyse contexts in which PR practitioners operate as well as relevant professional issues. Assessment Task For this task you will work individually to use theories and concepts from the course to analyse a public relations case that you will select from one of the two provided below. This assessment is informed by the theories and concepts you have learned in weeks one to four and the strategic understanding of the role of public relations from weeks five and six. Your task is to critique the case using your developing knowledge of the purpose of and underpinning theories of public relations. You need to describe what was done well, what was done not so well, and, with specific reference to academic theories and concepts, describe what you think could have been done differently or better, and why. Do not simply summarise the published case and do not rely wholly on the material presented. You should independently research the case, and perhaps similar cases, to be able to draw evidence-based conclusions. The key to this assignment is how your theory-based critique ADDS VALUE to the case and takes it from simply a public relations practitioner’s own account of what was achieved to a critical analysis that puts public relations as a concept and a practice into a broader context. Please include the following information on the front page of your assignment: Your name Your student number The name and code of course The number of the assignment you are submitting The title of the case study you have selected The name of your tutor The day and time of the tutorial you attend Suggested report structure (this will be reviewed during tutorials):STRATEGY You will present and analyse the campaign using the ROPE structure that has been demonstrated in the lectures and workshopped in the tutorials. SECTION  Summarise main points of the whole analysis. REFERENCES Follow Harvard Referencing Style. Any non?English sources need to have the titles translated and a brief annotation summarising the source and content. The assignment must follow correct Harvard style for referencing and citation. The assignment is worth 35 marks or 35% of the total for this course. You will be assessed on: Depth and relevance of research 5 marks Effectiveness of application of academic theories and concepts 8 marks Quality of your analysis and conclusions 12 marks Professional presentation of your assignment including structure, writing, grammar and correct referencing 10 marks Learning Outcomes: Critically analyse and apply a diverse and industry relevant body of knowledge and skills to the field of media and communications in a global context Identify and discuss key aspects of the development, and principles and practices, of modern PR Identify and analyse contexts in which PR practitioners operate as well as relevant professional issues.

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