STRATEGIC COMMUNICATION RESEARCH, PLANNING AND EVALUATION

STC2SCR

2018

Credit points: 15

Subject outline

Strategic Communications Research will examine the full spead of research methods used in the profession. Topics will include measuring outcomes, qualitative research methodology, including historical and secondary research, and observing people. It will also involve quantitative methods such as sampling messages, survey and poll methods, experimental method, along with statistical reasoning and computer analysis. It will examine the use of focus groups. The research component will provide the basis for effective strategic communications planning and evaluation. Students will be able to develop a fully integrated campaign with goals, objectives, startegies and tactics and round off the exercise with proper evaluation of these campaigns.

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 STC1ISC

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 Communications, and Strategic Communication major in the Bachelor of Arts (Bundoora & Bendigo campuses), compulsory subject for the ABSC.

Graduate capabilities & intended learning outcomes

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

Activities:
Develop a research project, write a set of questions related to the project, conduct a focus group, write a report outlining the results.
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. Develop and conduct a quantitative survey based on the focus group.

Activities:
Conduct a quantative survey based on the focus group analysis.
Related graduate capabilities and elements:
Literacies and Communication Skills
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. Apply basic public relations theories and principles to practice to write a research report based on qualitative and quantitative analyses.

Activities:
Write a research report that provides an evidence based valuation of the qualitative and quantitative evidence provided.
Related graduate capabilities and elements:
Literacies and Communication Skills
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 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorKevin Brianton

Class requirements

Lecture/Seminar Week: 31 - 43
One 3.0 hours lecture/seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
One Qualitative Research Project (1,200 words equivalent)30 01
One Quantitiative Research Project (1,200 words equivalent)30 02
PR program (1,600 words equivalent)40 03