Postgraduate - Edith Cowan University

PRH5304 20 Credit Points
Complementary and Alternative Medicines
FACULTY OF COMPUTING, HEALTH AND SCIENCE
Prerequisite :
MMP5101 Evidence Based Practice
This unit examines the current knowledge and evidence to support
complementary and alternative medicines (CAM). Potential
benefits and risks are explored together with consumer values.
The focus of the unit is the application of this knowledge into
current clinical practice.
PRH5305 20 Credit Points
Complementary and Alternative Physical Therapies
FACULTY OF COMPUTING, HEALTH AND SCIENCE
Prerequisites :
PRH5103 Clinical Lifestyle Management
MMP5101 Evidence Based Practice
This unit examines the current knowledge and evidence to support
complementary and alternative physical therapies (CAPT).
Potential benefits and risks as well as consumer views are
explored. The focus of the unit is the application of this
knowledge into current clinical practice.
PRH5308 20 Credit Points
World Medicine
FACULTY OF COMPUTING, HEALTH AND SCIENCE
Prerequisites :
MMP5101 Evidence Based Practice
PRH5107 Preventative Medicine
This unit explores the basis for Traditional Chinese Medicine
(TCM), Indian Ayurvedic medicine (AM) and other ancient
medicinal schools. The potential risks and benefits of combining
different forms of medicine are examined together with consumer
values. The focus of the unit is the application of this knowledge
into current clinical practice.
PRN4114 15 Credit Points
International Public Relations
FACULTY OF EDUCATION & ARTS
This unit recognises that public relations is a worldwide
phenomenon. It explores the diffusion of public relations across
cultures, acknowledging the influences in theory and practice of
the North American world-view. The unit explores the possibility
of universal principles of public relations and the influence of
social and cultural differences. Students examine the importance
of cross-cultural communication in international public relations,
corporate communication and government relations and develop
an understanding of the operation of public relations in specific
regions, such as the Asia-Pacific.
PRN4115 15 Credit Points
Public Relations Events and Management
FACULTY OF EDUCATION & ARTS
This unit develops the knowledge and skills required by a public
relations practitioner to design, stage and publicise a special event
as part of a broader public relations program. The event could be a
public relations tool in a campaign involving areas such as media
relations, advocacy, government relations, internal
communication, crisis management, and international
communication.
PRN4120 15 Credit Points
Foundations of Public Relations
FACULTY OF EDUCATION & ARTS
This unit will provide comprehensive exposure to the role of
Public Relations in different organisations facing a diversity of
issues and priorities. Through case study analysis and practical
work, students will experience public relations problem-solving
and programming to sharpen communication planning skills and
add specific operational experience. The unit examines financial
and budgetary aspects of public relations management as well as
the ethical and social ramifications of public relations practice and
codes of conduct.
PRN4121 15 Credit Points
PR Issues and Crisis Management
FACULTY OF EDUCATION & ARTS
This unit examines the ‘issues management’ approach to PR
practice. Life cycle issues, particularly the management of
environmental and consumer interests, will attract particular
attention. Through the analysis of case studies the theory and
principles of public relations are integrated with the practice of
public relations. The unit includes practical experience in problem
definition, strategic planning and analysis and includes
implementation techniques. It will also focus on ‘live’ public
relations issues (including negligent, accidental and hostile acts)
active at the time the unit is being taught including responses to
critical incidents.
PRN4122 15 Credit Points
Strategic Public Relations Theory
FACULTY OF EDUCATION & ARTS
This unit investigates current issues in the theory and practice of
human communication, leading to an integrated understanding of
public relations as an evolving body of theory, knowledge and
professional practice. The unit will focus on cutting edge work in
public relations and will examine new areas and ways in which
public relations is developing such as: Total Quality Management
and the public relations role in making it happen; TQM and
quality assurance for the public relations department or firm;
public relations project management; social impact audits; social
responsibility audits; accountability and the impact of
technological advancement on the role of the public relations
practitioner.
PRN4123 15 Credit Points
Corporate Communication
FACULTY OF EDUCATION & ARTS
This unit focuses on how people relate to each other in
organisational settings. It addresses communication up, down and
across the organisation, among divisions and work units, among
different professional and vocational specialties and within work
teams. In addition to internal communication the unit addresses
external communications with Government bodies, and with other
significant publics. It examines the strategies and policies which
must be in place to secure long-term harmonious relationships.
The unit also looks at project management to achieve specific
short-term objectives and the development of materials in support
of organisational goals.
PRN4124 15 Credit Points
Public Relations Techniques
FACULTY OF EDUCATION & ARTS
Controlled media communication within the public relations
context involves the preparation and distribution of internal and
external messages to defined target audiences using channels
other than publicity (uncontrolled). This unit examines how to
package communication material including advertising, printed
literature such as brochures, newsletters, reports and direct mail;
the planning and management processes for the use of controlled
electronic media such as corporate video, audio visual displays
and presentations, multi-media presentations; and planning for the
growing area of direct face-to-face communication.
PRN5110 20 Credit Points
Perception Management
FACULTY OF EDUCATION & ARTS
Prerequisites :
CSI4104 Information Security
CSI4110 Introduction to Information Warfare
Perception management in public relations or information warfare
combines truth projection and psychological operations in order to
protect the information environment or to use it for strategic ends.
This course involves students in a practical, simulated, perception
management exercise to examine the means by which modern
organisations – corporate or government – control their
information environment, in crisis or in information warfare
ECU Postgraduate Course Guide 2008 293