Units of Study

MECO6908 - Strategy Selection in Corporate PR

Semester 1, 2011  |  Credit Points: 6

Coordinator: Dr Richard Stanton


This core unit of study analyses and evaluates corporate strategy selection in organisations to determine effectiveness. Students examine the strategic intent of a national or international corporation by studying its corporate communications, specifically its annual reports and other marketing collateral. The unit will attempt to determine the effectiveness of the
organisation's communication with specific reference to stakeholders such as customers, employees, environmental groups, governments and shareholders.


1x1000wd group work survey design and construction (30%), 1x1000wd group work presentation of survey evaluation to client 1000 wds equivalent (10%), 1x750wd annual report analysis (15%), 1x2000wd individual final essay (35%), participation and attendance (10%)


Mayhew, Leon (1997) The New Public, Cambridge University Press, Cambridge
Boton, Carl and Vincent Hazelton Public Relations Theory II New York: Lawrence Erlbaum, 2006


1x2-hr seminar/week

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