STRATEGIC COMMUNICATION PRACTICES
STC2SCP
2017
Credit points: 15
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.
School: School of Humanities & Social Sciences
Credit points: 15
Subject Co-ordinator: Kevin Brianton
Available to Study Abroad Students: Yes
Subject year level: Year Level 2 - UG
Exchange Students: Yes
Subject particulars
Subject rules
Prerequisites: Completion of STC1ISC or STC1WSC or MAC1WFM.
Co-requisites: N/A
Incompatible subjects: N/A
Equivalent subjects: N/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 be able to write a brief in response to a real world issue.
- Activities:
- Write a 1200 word introduction to an annual report or equivalent.
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
02. Write a response to a client brief or equivalent
- Activities:
- Write a pitch to an organisation using the problem opportunity matrix.
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
03. To write an organisation communication plan that incorporates quadruple bottom line reporting.
- Activities:
- Students identify an organisation and present a communication task within a sustainability framework.
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
Melbourne, 2017, Semester 1, Day
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Kevin Brianton
Class requirements
Lecture/SeminarWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Client proposal (1200 words equivalent) | 30 | 02 | |
| Communication Plan (1600 words equivalent) | 40 | 03 | |
| One Essay (1200 words equivalent) | 30 | 01 |