In this unit students will familiaries themselves with contemporary research and evaluation practices in the communication and public relations industry, and evaluate their usefulness to problem solving and knowledge creation in different contexts. They will then identify key issues or problems which recur in contemporary industry and professional practice, and conduct a review of the literature around one particular theme. Students will undertake a series of exercises to develop high level skills in problematising and planning a practical research project, gathering quantitative and qualitative data using robust and rigorous techniques and analysing data using theoretically informed approaches. Finally students will apply advanced strategies, tools and knowledge to a collaborative research or evaluation project which addresses a significant issue in communication and public relations practice. 

Unit details

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Successful completion of two units in this course or by approval of coordinator

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Apply advanced knowledge of research and evaluation tools in a collaborative communication or public relations research project;  
  2. Critically evaluate tools and strategies for professional research and evaluation of particular issues and problems in the communication and public relations industries;  
  3. Critically appraise and reflect on professional and academic literature around a theme within the field of communication and public relations;  
  4. Investigate and communicate a key problem or issue which would benefit from research or evaluation in contemporary professional and industry practice; and  
  5. Design an applied research or evaluation project which utilises web based analytics as well as qualitative approaches as tools to generate high level data.  


Assessment type Description Grade
Assignment Assignment 30%
Essay Students will review professional and academic literature regarding one key theme or issue in industry or professional practice 70%
Minimum effective word limit 5000 words.

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