STRATEGIC COMMUNICATION PRACTICES

STC2SCP

2018

Credit points: 15

This subject addresses La Trobe's Sustainability Thinking Essential. Sustainability Thinking entails deep appreciation of how the choices we make affects the natural, economic, social, political and cultural systems — now and in the future.

Subject outline

Strategic Communication Practices will provide a set of skills for students building on first year units. The Introduction to Strategic Communication provides a basic understanding of the work in the area, including press releases, presentation skills and basic issues management. From this balanced platform of practical skills and theoretical knowledge, the practices unit will lay the ground work to allow students to work in the internal consultancy and then in an external work environment. It will work with Research, Evaluation and Planning to develop a full set of strategic communication knowledge and skills. Quadruple bottom line reporting is now essential part of strategic communication. This subject addresses La Trobe's Sustainability Thinking Essential looking at how the choices we make affects the natural, economic, social, political and cultural systems, both now and in the future.






SchoolSchool of Humanities & Social Sciences

Credit points15

Subject Co-ordinatorKevin Brianton

Available to Study Abroad StudentsYes

Subject year levelYear Level 2 - UG

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites Completion of STC1ISC or STC1WSC or MAC1WFM.

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditions This subject is a second-year core for the Public Relations major in the Bachelor of Media and Communication; and Strategic Communication major in the Bachelor of Arts; and compulsory subject for the Bachelor of Strategic Communications (ABSC and ABSCB). it is part of the major in Public Relations for Bachelor of Business(Marketing).

Graduate capabilities & intended learning outcomes

01. To compose written public relations materials in a logical, coherent, concise, and appropriate format.

Activities:
Write a 1200 word introduction to an annual report or equivalent.
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Discipline -Specific Knowledge and Skills

02. To apply basic public relations theories and principles to practice

Activities:
Write a pitch to an organisation using the problem opportunity matrix.
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
Discipline -Specific Knowledge and Skills

03. To synthesize broader business knowledge with the principles of public relations in order to create effective public relations materials.

Activities:
Students identify an organisation and present a communication task within a sustainability framework.
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
Discipline -Specific Knowledge and Skills

Subject options

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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/Seminar Week: 10 - 22
One 3.0 hours lecture/seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
Client proposal (1200 words equivalent)30 02
Communication Plan (1600 words equivalent)40 03
One Essay (1200 words equivalent)30 01