MDIA 2227 - Media Relations
North Terrace Campus - Semester 1 - 2025
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General Course Information
Course Details
Course Code MDIA 2227 Course Media Relations Coordinating Unit Media Term Semester 1 Level Undergraduate Location/s North Terrace Campus Units 3 Contact Up to 3 hours per week Available for Study Abroad and Exchange Y Prerequisites At least 9 units of MDIA courses Incompatible MDIA 7005 Assessment Online exercises, Media release and exegesis, Campaign analysis, Participation Course Staff
Course Coordinator: Dr Victoria Fielding
Course Timetable
The full timetable of all activities for this course can be accessed from .
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Learning Outcomes
Course Learning Outcomes
On successful completion of this course, you will be able to:- Demonstrate knowledge of the role of media relations techniques in shaping contemporary communication practices across the NGO, government and corporate sector.
- Analyse established and emerging media relations strategies and tactics, and locate these in the context of relevant media and communications theory.
- Apply media relations skills in research, writing and strategy to the production of practical work, and critically reflect on the role of media relations in addressing contemporary communications issue.
University Graduate Attributes
This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:
University Graduate Attribute Course Learning Outcome(s) Attribute 1: Deep discipline knowledge and intellectual breadth
Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.
1, 2, 3 Attribute 2: Creative and critical thinking, and problem solving
Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.
2, 3 Attribute 3: Teamwork and communication skills
Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.
2, 3 Attribute 4: Professionalism and leadership readiness
Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.
1, 2, 3 Attribute 5: Intercultural and ethical competency
Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.
2, 3 Attribute 6: Australian Aboriginal and Torres Strait Islander cultural competency
Graduates have an understanding of, and respect for, Australian Aboriginal and Torres Strait Islander values, culture and knowledge.
1, 3 Attribute 7: Digital capabilities
Graduates are well prepared for living, learning and working in a digital society.
1, 2, 3 Attribute 8: Self-awareness and emotional intelligence
Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.
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Learning Resources
Required Resources
You will need to have continual access to MyUni to successfully complete this course. All required reading and online preparation for workshops will be available on the MyUni course site.
Online Learning
In addition to your regular weekly readings, you will complete one hour of online preparation prior to attending your weekly workshop. The required content will be available each week on MyUni. -
Learning & Teaching Activities
Learning & Teaching Modes
Each weekly topic consists of a one-hour pre-recorded lecture and reading which present key theoretical and practical media relations concepts. These concepts are then explored in the weekly 2-hour workshop where we analyse, evaluate and apply them to industry practice. Lectures and readings should be completed before your weekly workshop.Workload
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.
Workload - Structured Learning Total Hours
1 x 1-hour lectures per week, 12 weeks, 12 hours per semester
1 x 2-hour workshops per week, 10 weeks, 20 hours per semester
Workload - Self-directed Learning Total Hours
3 hours of readings per week 36 hours per semester
3-4 hours of research per week 42 hours per semester
3 hours of assignment preparation per week 40 hours per semester
Total: 150 hours per semesterLearning Activities Summary
The course consists of a 1-hour lecture and a 2-hour tutorial delivered weekly. -
Assessment
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment Summary
Task % Learning outcomes Online exercises 20% 1 Media release and exegesis 30% 2, 3 Campaign analysis 40% 1, 2, 3 Participation 10% 1, 2 Assessment Detail
Assessment details:
Two online quizzes
Percentage of grade: 20%
Type: online quizzes including multiple choice questions
Media release + exegesis
Percentage of grade: 30%
Campaign analysis
Percentage of grade: 40%
Workshop participation and engagement
Percentage of grade: 10%Submission
All assignment tasks, including online quizzes, are to be submitted via the MyUni course site.Course Grading
Grades for your performance in this course will be awarded in accordance with the following scheme:
M10 (Coursework Mark Scheme) Grade Mark Description FNS Fail No Submission F 1-49 Fail P 50-64 Pass C 65-74 Credit D 75-84 Distinction HD 85-100 High Distinction CN Continuing NFE No Formal Examination RP Result Pending Further details of the grades/results can be obtained from Examinations.
Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.
Final results for this course will be made available through .
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Student Feedback
The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.
SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
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Student Support
- Academic Integrity for Students
- Academic Support with Maths
- Academic Support with writing and study skills
- Careers Services
- Library Services for Students
- LinkedIn Learning
- Student Life Counselling Support - Personal counselling for issues affecting study
- Students with a Disability - Alternative academic arrangements
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Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangements Policy
- Academic Integrity Policy
- Academic Progress by Coursework Students Policy
- Assessment for Coursework Programs Policy
- Copyright Compliance Policy
- Coursework Academic Programs Policy
- Intellectual Property Policy
- IT Acceptable Use and Security Policy
- Modified Arrangements for Coursework Assessment Policy
- Reasonable Adjustments to Learning, Teaching & Assessment for Students with a Disability Policy
- Student Experience of Learning and Teaching Policy
- Student Grievance Resolution Process
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Fraud Awareness
Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student鈥檚 disciplinary procedures.
The 成人大片 is committed to regular reviews of the courses and programs it offers to students. The 成人大片 therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.
