UnitLevel 2Undergraduate

AMU2014 AI-powered public relations: Social media, digital PR and emerging technologies

Faculty of Arts

AMU2014 AI-powered public relations: Social media, digital PR and emerging technologies is a level 2, 6-credit-point, undergraduate unit from the Faculty of Arts, offered in 2027 in Semester 2 at Malaysia. It has no prerequisites.

Credit points: 6
Offered in 2027: Semester 2; Malaysia
Assessment: No exam; 4 tasks
Workload: 144 hours; per semester

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Requisites

Before AMU2014

No prerequisites or corequisites besides the enrolment rules below.

After AMU2014

No unit lists AMU2014 as a prerequisite in the 2027 handbook.

Enrolment rules

Prerequisite: 12 credit points of Level 1 Arts units

Overview

In this unit, you will explore the transformative impact of artificial intelligence on public relations. You will learn how AI is reshaping PR practices by automating tasks, enhancing media monitoring, improving audience targeting, and optimizing communication strategies.

You will embark on an in-depth exploration of AI tools, their practical applications within the PR realm, the crucial ethical considerations surrounding their use, and the anticipated future trajectory of AI within the public relations industry.

Offerings in 2027

Teaching period	Campus	Mode
Second semester	Malaysia	On campus

Assessment

In-Class TestQuiz / Test
15%
ReportWritten
15%
EssayWritten
30%
Critical InvestigationProject
40%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Learning outcomes

When you finish this unit, you should be able to:

1
identify and explain key AI technologies relevant to public relations, particularly within social media and Digital PR;
2
utilize AI tools for tasks such as content creation (including social media content), audience analysis, and evaluating the effectiveness of PR initiatives;
3
develop ethical frameworks for AI use in public relations, considering the specific challenges and opportunities presented by social media and digital platforms;
4
analyze future trends in emerging technologies and AI-powered public relations, focusing on the evolving role of PR professionals, public opinion and communication strategies while fostering discussions on industry changes and innovations;
5
develop communication skills to collaborate effectively in groups, adapt to different team dynamics, and contribute to a shared goal.

Workload and teaching

Tutorials24 hours
Lectures12 hours
Teaching approachEnquiry-based learning
Teaching approachProblem-based learning
Teaching approachSimulation or virtual practice

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

This unit engages students in enquiry-based learning, where they will be encouraged to use their own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.

This unit includes problem-based learning approaches, where students engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.

This unit allows students to engage in guided, immersive experiences to develop relevant skills, knowledge and attitudes through simulation or virtual practice

Where it fits

AMU2014 is part of 2 areas of study in the 2027 handbook.

Contacts

Chief Examiners: Ms Joanna Lee
Unit Coordinators: Ms Joanna Lee

Common questions

What are the prerequisites for AMU2014?

AMU2014 has no prerequisites, but enrolment rules apply.

When is AMU2014 offered?

In 2027, AMU2014 runs in Semester 2 at Malaysia.

How much work is AMU2014?

The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.

Does AMU2014 have an exam?

No. AMU2014 has 4 assessment tasks and no exam.

Which majors and minors include AMU2014?

AMU2014 is part of Strategic public relations and Strategic public relations .

More details

Credit points: 6
Level: 2
Study level: Undergraduate
Faculty: Faculty of Arts
Organisational unit: Malaysia School of Arts and Social Sciences

Type: Coursework
EFTSL: 0.125
Student contribution: SCA Band 4
Study abroad: Available
Handbook years: 20262027