Credit points: 15

Subject outline

In general terms, as full a spectrum as possible of communication and public relations theory will be taught in this subject. These include theories of relationships, theories of communication, theories of social influence and received response and theories and models of practice. One of central ideas behind the degree is that practitioners inform their work with both an understanding of theoretical concepts and research practices and principles. This follows the ideas expressed by Cornelissen (2000) who see strong advantages in practitioners being more reflective rather than intuitive. Modern society demands an integrated approach to managing communication. It looks more to the use of theory, rather than a traditional problem solving approach to issues and problems. It believes that practitioners who are constantly reviewing and questioning their practice, in the end provide superior service and can also provide a more sophisticated interpretation of events in a period of change.

SchoolSchool of Humanities & Social Sciences

Credit points15

Subject Co-ordinatorLisa Tam

Available to Study Abroad StudentsYes

Subject year levelYear Level 2 - UG

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites 30 Credit points of first year STC subjects, or coordinators approval


Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditions This is a core subject for Bachelor of Communication (Public Relations)

Graduate capabilities & intended learning outcomes

01. Application of communication theory to strategic communication practice.

Examination of a particular issue or event from the point of view informed by different theories of communication.
Related graduate capabilities and elements:
Creative Problem-solving (Creative Problem-solving)
Critical Thinking (Critical Thinking)
Writing (Writing)

02. Comparative analysis of the application of different communication theories as they emerge over time.

Historical analysis of the way different communication theories have been used to explain significance social activities. EG. Critical theory and popular culture and Audience theory and popular culture.
Related graduate capabilities and elements:
Critical Thinking (Critical Thinking)
Creative Problem-solving (Creative Problem-solving)
Writing (Writing)

03. Knowledge, Comprehension and Understanding of an Individual Communciation Theory or Theorist.

Class group presentation which demonstrates the central elements of a communication theory and its cultural context.
Related graduate capabilities and elements:
Teamwork (Teamwork)
Speaking (Speaking)
Inquiry/ Research (Inquiry/ Research)
Critical Thinking (Critical Thinking)
Creative Problem-solving (Creative Problem-solving)

Subject options

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Start date between: and    Key dates

Melbourne, 2016, Semester 1, Blended


Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorLisa Tam

Class requirements

Tutorial Week: 10 - 22
One 2.0 hours tutorial per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Lecture Week: 10 - 22
One 1.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via blended.
"Lecture to be online."


Assessment elementComments% ILO*
Essay 2000 words40 02, 03, 01
Essay 1500 words30 02, 01
Group presentation in groups of 3 (equivalent to 500 words)30 03