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UPC5014 Crafting professional publications

8W Teaching Period 4, 2021 Online
Short Description: Crafting professional pub
Units : 0.25
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : 2021 Grandfather Funding Cl 1
ASCED code : 100799 - Communication and Media Studie
Grading basis : Graded
Version produced : 11 April 2021


Enrolment is not permitted if PCM5000 has been previously completed


The need to plan and produce professional print publications spans most industries, professions and organisations. Publications can inform, instruct, persuade, motivate, remind, encourage, confirm and/or challenge our audiences. Their intent, style, context and readership all differentiate them from academic writing.


In this minicourse the student will learn how to present print information in a highly engaging way. The student will develop skills to engage an audience through the creation of effective, dynamic publications that sell a brand story and deliver value to readers.

Please be advised that this minicourse is made up of four parts please see PCM5000 for the full course specification.


On successful completion of this course students should be able to:

  1. apply specialist technical knowledge to design a professional communication package suitable to your context, drawing on effective communication and design principles (PCM5000 LO 1, 3);
  2. apply appropriate technical skills and theory suitable for a professional context and purpose to a specific target audience (PCM5000 LO 1, 3).


Description Weighting(%)
1. Prioritising print 25.00
2. Publication design 25.00
3. Content creation 25.00
4. Hooking and keeping an audience 25.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

There are no texts or materials required for this course.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Clippinger, Dorinda, and Shirley Kuiper 2016, Planning and Organizing Business Reports : Written, Oral, and Research-Based,
Cole, P 2008, 'News writing', The Guardian, 25 September,
Dayton, K 2016, The comparison of effectiveness between print media & electronic media in terms of promotion and recruitment,
(Honors theses, Western Michigan University.)
Golombisky, K., & Hagen, R 2017, White space is not your enemy: A beginner's guide to communicating visually through graphic, web and multimedia design,
Imeson, B 2010, F or z pattern in web design?,
Jabr, F 2013, 'The reading brain in the digital age: The science of paper versus screens', Scientific American,
Kossen, C., Kiernan, E., & Lawrence, J 2018, Communicating for success, 2nd edn, Pearson Australia, Sydney, NSW.
Lupton, E. & Phillips, J. C 2014, Graphic design: The new basics,
Mizrahi, J 2015, Writing for public relations: A practical guide for professionals,
Rich, C 2005, Writing and reporting news, 4th edn, Thomson Wadsworth, Belmont, CA.
Sappi 2013, Act now!: A better response to direct mail,
Scanlan, C 2000, Reporting and writing, Oxford University Press, Oxford, UK.
Stovall, J. G 2005, Journalism: Who, what, when, why and how, Pearson Education, Boston, MA.

Student workload expectations

Activity Hours
Assessments 10.00
Directed Study 30.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
Assessment 1 50 100 13 Aug 2021 (see note 1)

  1. The assessment for this minicourse is due 4 weeks after teaching concludes. Students have access to the learning platform for a total of 11 weeks.

Important assessment information

  1. Attendance requirements:
    There are no attendance requirements for this course. However, it is the students’ responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item. Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grade for the full course will be assigned on the basis of the aggregate of the weighted marks obtained for each mapped minicourse, once all assessments have been successfully undertaken.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    There is no examination in this course, there will be no deferred or supplementary examinations.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. Referencing in assignments must comply with the Harvard (AGPS) referencing system. This system should be used by students to format details of the information sources they have cited in their work. The Harvard (APGS) style to be used is defined by the USQ library’s referencing guide. This guide can be found at

Evaluation and benchmarking

internal USQ accreditation/reaccreditation processes which include (i) stringent standards in the independent accreditation of its academic programs, (ii) close integration between business and academic planning, and (iii) regular and rigorous review.

Other requirements

  1. There are 4 minicourses at 0.25 credit point that map to 1 full course. To receive credit for this minicourse into the full course, students must successfully pass the assessment. Once all 4 mapped minicourses have been successfully completed, a credit into the full course applies.

Date printed 11 April 2021