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



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

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

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

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

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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Start date between: and    Key dates

Melbourne, 2016, Semester 1, Day


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
Three 2.0 hours tutorial per week on weekdays during the day from week 10 to week 22 and delivered via blended.


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