Public Relations and Sponsorship in Arts.doc

Faculty of Education and Creative Arts

New Course Proposal

Public Relations and Sponsorships in Arts Administration

EDED XXXXX

Date 8 September 2004

Date approved by Faculty Planning and Development Committee:

Date approved by the Faculty Education Committee:

Date recommended by the Resources Sub-Committee:

Date recommended by the Program Review Group:

Date recommended by the Education Committee of Academic Board:

Date approved by Academic Board:

1. Name of Course

Public Relations and Sponsorship in Arts Administration

2. Subject Area / Catalogue number

EDED XXXXX

3. ASCED code

080509

4. Does Course replace existing Course? Yes/No. If yes, please list the old course name and course code. If no, please provide details concerning EFTSU allocation

Yes. This course will replace MRKT20041 Public Relations and Sponsorship

5. Host faculty

Faculty of Education and Creative Arts

Host School

Education and Innovation

6. Teaching faculties and % contribution

Faculty of Education and Creative Arts – 100%

7. Units of credit

8 Units of Credit

8. Course available for program type

Masters by coursework

9. Available to all programs at that level? Yes/No. If No, Details of which Programs approved.

Yes

10. Year of Course offered (eg: Level 1, Advanced)

2005

11. Term and Year Offered

Term 1, 2005

12. Mode of study:

Internal External

13. For internal, indicate campus of offering

Brisbane Fiji Gold Coast Melbourne Rockhampton

New Course Proposal: EDED XXXXX Public Relations and Sponsorship in Arts Administration p 2 of 14Date: 10/4/23

Singapore Sydney Flexible

14. Industrial experience hours

N/A

15. Graded course

Yes

16. Pass/Fail grading only

No

17. Full Year Course Combination

No

18. Structure of presentation (eg: by lectures, tutorial or laboratory work, ISL, VAL, etc.)

Lectures, Tutorials, Workshops

19. Prerequisite(s)

Nil

20. Corequisite(s)

Nil

21. Rationale for offering the Course, including reference to relevant mission statements and strategic plan

Over the last several months the Faculty of Education and Creative Arts has been conducting a review of the Master of Arts Administration (MAA) program. This review has now been completed.

The review recommended several changes to the MAA program. These included: changes to the names of some existing courses to better reflect the content, the creation of a new exit award and the replacement of all existing MAA courses with 8 units of credit courses. The relevant proposals for each of these recommendations are currently being developed and will be forwarded to the relevant University Committees for approval.

The new course, EDED XXXXX Public Relations and Sponsorship in the Creative Industries with 8 units of credit will replace the existing 6 units of credit course MRKT20041 Public Relations and Sponsorship.

Students currently undertaking the MAA are required to complete 48 units of credit (8 x 6 units of credit courses). The replacement of the existing 6 units of credit courses within the MAA by the newly developed 8 units of credit courses will mean that from 2005, students who enrol in the MAA will complete 64 units of credit (8 x 8 units of credit courses).

The introduction of 8 units of credit courses will bring the MAA into line with other masters’ programs offered by CQU. Currently, students enrolled in MAA courses pay the same fee as those enrolled in eight (8) units of credit masters courses.


22. Objectives in terms of learning outcomes and/or skills developments

Graduates will demonstrate the ability to:

Evaluate how arts administrators use Public Relations and Sponsorship;

Analyse case studies of how film and television, design, new media, and/or performance/events use of sponsorship and public relations techniques

Apply the strategies and processes of contemporary Public Relations and Sponsorship to the Creative Industries including film and television, design, new media, and/or performance/events;Plan and evaluate Public Relations and Sponsorship strategies relevant to the Creative Industries including film and television, design, new media, and/or performance/events.

Demonstrate critical thinking relevant to the resolution of problems associated with public relations and sponsorship in the Creative Industries.

This course contributes towards the development in students of the 7 CQU Generic Skills:1. Monitor the environment, develop strategies, and capitalise on change2. Inquire, evaluate and use information effectively3. Solve problems (and to apply scientific reasoning*)4. Use information technology5. Apply discipline related theory to practice in both familiar and unfamiliar situations6. Function effectively as team members and as team leaders7. Communicate effectively

23. Proposed textbooks

A book or CD-ROM of Readings is issued with the course.

24. Proposed types of assessment

Assessment for the course will be on the basis of:

Presentation 30%

Case Study Report 30 %

Analytical Paper 40%

The following are examples of the type assessment students will be required to complete.

Assessment Item 1 - Presentation

A presentation on a topic as negotiated with the tutor.

Assessment Item 2 – Case Study Report

A 2,000 word Case Study as negotiated with the tutor

Assessment Item 3 – Analytical Paper

Example:“Public Relations are more about image than about truth.” Critically discuss this statement with reference to theories of public relations, ethics and the potential impact of Public Relations on companies and the community. Your discussion should refer to a resolution of the conflict between image and truth that can occur in Public Relations.

25. Outline of topics addressed

Readings that highlight the use of sponsorship and public relations in film and television, design, new media and or performance/events.


Case studies of the use of public relations and sponsorship in film and television, design, new media and or performance/events

26. Synopsis for PeopleSoft Higher Education

This course provides students with a critical appreciation of how and why Arts Administrators adopt sponsorship and public relations techniques in film and television, design, new media, and/or performance/events industries.

27. Statement on (a) current resources to be used, and (b) additional resources needed (staff, library, computing, equipment, space and distance education support. A statement of ability of the relevant Heads of Divisions or Heads of Campus that they are able to resource the set-up an delivery of the course, where resources are required outside the Host Faculty.

As the course replaces an existing course, it is not envisaged that there will be any significant implications or resource issues for the Faculty, students, campus’ and/or other Faculties/Divisions

28. Statement from all other Deans, to indicated that they have had the opportunity to contribute to the Course, and indicating their support for, and where appropriate, their ability to resource, the delivery of the proposed Course:

N/A

29. Statement of Accreditation, where applicable. If the Course is a component of an accredited Program, state what steps have been taken to ensure accreditation status of the Program is maintained:

N/A

PART A

Course detailsCourse code EDED XXXXX

Course name Public Relations and Sponsorship in Arts Administration

School Education and Innovation

Level Advanced

Units of credit 8

Prerequisite/Corequisite Nil

Suggested study commitment

120 hours

Term of offering Term 1, 2005

Course website http://www.edca.cqu.edu.au/cqcm/maa

Campus Refer to Course Availability http://handbook.cqu.edu.au/crseavail/index.html


http://handbook.cqu.edu.au/crseavail/index.html

http://www.edca.cqu.edu.au/cqcm/maa

Course synopsisThis course provides students with a critical appreciation of how and why Arts Administrators adopt sponsorship and public relations techniques in film and television, design, new media, and/or performance/events industries.

Learning OutcomesFor students to:

Evaluate theories and principles of Public Relations and Sponsorship in the context of the Creative Industries;

Evaluate the impact and effectiveness of Public Relations and Sponsorship in selected case studies;

Apply the strategies and processes of contemporary Public Relations and Sponsorship to the Creative Industries including film and television, design, new media, and/or performance/events;Plan and evaluate Public Relations and Sponsorship strategies relevant to the Creative Industries including film and television, design, new media, and/or performance/events.

Demonstrate critical thinking relevant to the resolution of problems associated with public relations and sponsorship in the Creative Industries.

Content Public Relations and Sponsorship Theory

Social learning theoryExchange theoryDiffusion theoryPersuasion theoriesElaborated likelihood theoryUser and gratification theorySystems theoryGrunig and Hunt theoryCase studies and readings relevant to public relations and sponsorship theory in the Creative Industries including film and television, design, new media, and/or performance/events

Contemporary Public Relations Media relationsPublic relations in governmentCorporate imageCrisis management,Public perceptionImage managementNew media applicationsCase studies and readings relevant to public relations in the Creative Industries including film and television, design, new media, and/or performance/events

Contemporary Sponsorship Corporate sponsorship, Fundraising, Community relationsImage settingNew media applicationsCase studies and readings relevant to sponsorship in the Creative Industries including film and television, design, new media, and/or performance/events


AssessmentIn order to pass this course you submit work in all areas.

Please note that 90% attendance is required is required for overseas students studying in Australia to achieve at least a passing grade for this course. All students must attend the sessions that are set for their tutorial group.

Assessment

Assessment for the course will be on the basis of:

Presentation 30%

Case Study Report 30 %

Analytical Paper 40%

There is no formal final examination for this course

Assessment information is located in Part C of this Course Profile and is available online to CQU staff and students only.


PART B

Contact detailsCampus Teaching Team: Each Campus will provide relevant information

regarding staff

Faculty contact number: Phone: (07) 4930 9619URL: www.edca.cqu.edu.au

A directory of assistance containing important telephone numbers and other information for both on-campus and off-campus students will be provided on the web, before term starts

Course presentationCourses in the MAA are presented at Sydney International Campus and Melbourne International Campus as lectures and tutorials. Please note that 90% attendance by overseas students studying in Australia is required to achieve at least a passing grade in this course. Courses in the MAA web-based delivery are presented on-line.

Course website


Online course

An online course is provided. Information is available at:


Required resources

Textbook/s

A book or CD-ROM of Readings is issued with the course.

Additional resourcesPurchase of additional resources is not compulsory.

Recommended references

Allen, Judy (2000): Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events, John Wiley & Sons; ISBN: 0471644129

Augustine, Norman R., Quelch, John A. and Sharma, Anurag (2000): Harvard Business Review on Crisis Management, Harvard Business School Press; ISBN: 1578512352

Ault, Philip H. Agee, Warren Kendall, Cameron, Glen T., and Wilcox Dennis L. (2002): Public Relations: Strategies and Tactics, (7th Edition), Allyn & Bacon; ISBN: 0205360734

Fink, Steven (2000): Crisis Management: Planning for the Inevitable, iUniverse.com; ISBN: 0595090796

Grey, Anne-Marie (2002): The Sponsorship Seeker's Toolkit, Second Edition, McGraw-Hill Companies; ISBN: 0074712217




Howard, Carole M., and Wilma K. Mathews (2000): On Deadline: Managing Media Relations, Waveland Press; ISBN: 1577660862

Hoyle, L. H (2002): Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, Wiley; ISBN: 047140179X

Johnston, Jane and Clara Zawawi, (2000): Public Relations: Theory and Practice, Allen and Unwin Australia; ISBN1865083607

Laermer, Richard and Princhinello, Michael (2003): Full Frontal PR: Getting People Talking about You, Your Business, or Your Product, Bloomberg Press; ISBN: 1576600998

Macnamara, Jim (2000): Public Relations Handbook, Information Australia,; ISBN 1863503135

Marconi, Joe, (2004): Public Relations: The Complete Guide, TEXERE; ISBN: 0324203047

Regester, Michael and Judy Larkin (2002): Risk Issues and Crisis Management, Kogan Page Ltd; ISBN: 0749436352

Ries, Al (2002): The Fall of Advertising and the Rise of PR, HarperBusiness; ISBN: 0060081988

Seitel, Fraser P (2003): The Practice of Public Relations, Ninth Edition, Prentice Hall; ISBN: 0131020250

Skinner, Bruce E (2002): Event Sponsorship, Wiley; ISBN: 0471126012

Smith, Ronald D (2002): Strategic Planning for Public Relations, Lea; ISBN: 0805842330

Yale, David R (2001): The Publicity Handbook, McGraw-Hill Trade; 2 edition, ISBN: 0844232424


Proposed weekly scheduleThe MAA is taught in blocks with three-hour mixed lecture/tutorial sessions. Please consult your Campus Coordinator for the dates of these blocks and due dates of assignments.

The schedule will be provided for your campus by the course coordinator.

Note: A recess is held during term. Please consult the CQU Handbook for specific dates and other information at:

http://handbook.cqu.edu.au


http://handbook.cqu.edu.au/

PART C

Assessment

Policies and procedures for assessmentStudents must familiarise themselves with the following policies and procedures:

Assignment preparation and presentation

Faculty of Education & Creative Arts Program Assessment Guide available from www.edca.cqu.edu.au

Referencing style http://www.cqu.edu.au/referencing/

Assignment submission Program Assessment Guide

Applying for extensions Program Assessment Guide

Assignment grading Program Assessment Guide

Plagiarism policy www.cqu.edu.au/ppmanual/academic/plagiarism.pdf

The current Faculty of Education and Creative Arts Program Assessment Guide is available at www.edca.cqu.edu.au/edca/program_info/program_assessment_guide/program_assessment_guide

ParticipationParticipation in learning experiences offered such as lectures and tutorials is required (see latest Faculty Program Assessment Guide). Any absences will require make up work to be completed before a student is judged to have provided sufficient evidence that they have adequately participated in the appropriate range of learning experiences. Participation in all scheduled learning experiences for this course is required. You are to explain any absences to your tutor and complete any make-up work that they require. An unsatisfactory participation rate (less than 90% attendance at scheduled tutorials) will result in a grade of Fail for this course.


http://www.cqu.edu.au/ppmanual/academic/plagiarism.pdf

http://www.cqu.edu.au/referencing/

Assessment details Assessment item 1—PRESENTATION

Due date: As instructed by the Course or Campus Coordinator ASSESSMENT

Weighting: 30%

1Length: 2,000 words

Objectives This assessment item fulfils the course objectives/learning outcomes list as stated in Part A.

Question 1A presentation on ONE of the following topics either verbally and/or in writing as directed by the Course Coordinator or the Campus Course Coordinator:

(i) The significance of social learning theory to Public Relations and Sponsorship

(ii) The significance of persuasion theory to Public Relations and Sponsorship

(iii) The significance of systems theory to Public Relations and Sponsorship

(iv) The role of media relations for the Public Relations practitioner

(v) The significance of corporate image in Public Relations

(vi) The significance of public perception in Public Relations

(vii) The relevance of corporate sponsorship to Public Relations

(viii) The significance of community relations in Sponsorship

(ix) Methods for image setting by way of Sponsorship

(x) New media applications in Sponsorship

Assessment criteria(i) Oral Presentation1 Topic clearly defined /42 Topic covered logically and adequately /53 Demonstration of critical and creative thinking /54 Reference to underpinning theory /55 Relevant illustrative examples /46 Good presentation skills (including resources) /47 Powerpoint slides effectively employed /3 TOTAL /30

(iii) Written Presentation1 Topic clearly defined /52 Topic covered logically and adequately /53 Demonstration of critical and creative thinking /54 Reference to underpinning theory /55 Relevant illustrative examples /56 Properly referenced with bibliography /5

TOTAL /30

Assessment details


Assessment item 2— CASE STUDY REPORT


Weighting: 30%



Question A 2,000 word Case Study on ONE of the following as directed by the Course Coordinator or the Campus Course Coordinator:(i) A successful Public Relations campaign in Government (ii) A successful charitable Sponsorship campaign

Assessment criteria

Significance of the Case Study explained /5Key issues of the Case Study defined /5Success of the Case Study detailed /5Synthesis and analysis of information /5Presentation and format /5Properly referenced with bibliography /5

TOTAL /30


Assessment details

Assessment item 3—ANALYTICAL PAPER


Weighting: 40%



Question “Public Relations are more about image than about truth.” Critically discuss this statement with reference to theories of public relations, ethics and the potential impact of Public Relations on companies and the community. Your discussion should refer to a resolution of the conflict between image and truth that can occur in Public Relations.

Assessment criteriaCritical ThinkingIntroduction/Argument established /3Logical progression of argument /3Acknowledgement of opposite viewpoint(s) /3Logical conclusion /3ResearchReference to research/theories /4Relevance of research to argument /4Up-to-date case studies /4Evidence of wider reading /4Approach to topicInnovative/creative thinking about topic /3Evidence for arguments is referenced /3ReferencingReferencing used correctly and appropriately /2Bibliography correctly documented /2Organization of paper /2

TOTAL /40


Documents

Public Relations and Sponsorship in Arts.doc