INTRODUCTION TO STRATEGIC COMMUNICATION

STC1ISC

2018

Credit points: 15

Subject outline

This subject provides an introduction to strategic communication for students undertaking the Bachelor of Media and Communication (Public Relations) and focuses on the relationship between advertising, public relations, journalism, and marketing in the theory and practice of strategic communication. It will provide students with grounding in the basic concepts employed by strategic communication practitioners. 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. Deliver effective presentations to work teams, clients, and publics.

Activities:
Make a public presentation
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills
Personal and Professional Skills
Personal and Professional Skills
Personal and Professional Skills

02. Synthesize principles of public relations in order to create effective public relations campaigns.

Activities:
Write an issues management plan.
Related graduate capabilities and elements:
Inquiry and Analytical Skills
Personal and Professional Skills

03. Work effectively as a member of a team

Activities:
Make a public presentation.
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Personal and Professional Skills
Personal and Professional Skills
Personal and Professional Skills
Personal and Professional Skills

04. Compose written public relations materials in a logical, coherent, concise, and appropriate format.

Activities:
Write an issues management plan. Write a press release.
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Personal and Professional Skills
Personal and Professional Skills
Personal and Professional Skills

Subject options

Select to view your study options…

Start date between: and    Key dates

Melbourne, 2018, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorKevin Brianton

Class requirements

Lecture Week: 10 - 22
One 1.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via blended.

Tutorial Week: 10 - 22
One 2.0 hours tutorial per week on weekdays during the day from week 10 to week 22 and delivered via blended.

Assessments

Assessment elementComments% 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