stc1isc introduction to strategic comm
INTRODUCTION TO STRATEGIC COMMUNICATION
STC1ISC
2016
Credit points: 15
Subject outline
This subject provides an introduction to strategic communication for students undertaking the Bachelor of Strategic Communication and focuses on the relationship between advertising, public relations, journalism, and marketing in the theory and practice of strategic communication. It is will provide students with grounding in the basic concepts strategic communication practitioners use. This course blends theoretical and practical concerns and concepts. This course primarily covers an understanding of the strategic communication industry, including advertising and public relations firms. In addition, it explores: the ethics and regulation of strategic communication including its political contexts; the role of strategic communication in the process of marketing products, ideas and people; essential components of strategic communication campaigns and associated professional specialities.
SchoolSchool of Humanities & Social Sciences
Credit points15
Subject Co-ordinatorKevin Brianton
Available to Study Abroad StudentsYes
Subject year levelYear Level 1 - UG
Exchange StudentsYes
Subject particulars
Subject rules
PrerequisitesN/A
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditions Core for Bachelor of Media and Communication (Public Relations).
Graduate capabilities & intended learning outcomes
01. Make an oral presentation to a group
- Activities:
- Make a presentation to an imagined client on the potential benefits of strategic communication to their work
- Related graduate capabilities and elements:
- Creative Problem-solving(Creative Problem-solving)
- Speaking(Speaking)
02. Undertake research using library and online sources
- Activities:
- Research a public issue in a field such as health promotion, crisis management, social marketing and present a report of the findings.
- Related graduate capabilities and elements:
- Critical Thinking(Critical Thinking)
- Inquiry/ Research(Inquiry/ Research)
03. Work effectively as a member of a team
- Activities:
- As a team plan a campaign for a local government agency or NGO
- Related graduate capabilities and elements:
- Teamwork(Teamwork)
- Creative Problem-solving(Creative Problem-solving)
04. Write a coherent piece of work appropriate to a public audience
- Activities:
- 1. Write a proposal for a public campaign, designed for a local government body or NGO 2. Write an essay explaining the role of strategic communications in contemporary public life
- Related graduate capabilities and elements:
- Ethical & Cultural Awareness(Ethical & Cultural Awareness)
- Creative Problem-solving(Creative Problem-solving)
- Writing(Writing)
- Inquiry/ Research(Inquiry/ Research)
Subject options
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Melbourne, 2016, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorKevin Brianton
Class requirements
LectureWeek: 10 - 22
One 1.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via blended.
TutorialWeek: 10 - 22
Three 2.0 hours tutorial per week on weekdays during the day from week 10 to week 22 and delivered via blended.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Oral presentation of campaign (equivalent to 2,000 words) | 40 | 01, 02, 03, 04 | |
| Short written exercise (300 words) | 20 | 02, 04 | |
| Written essay (2000 words) | 40 | 02, 04 |