stc2scr strat comm research, planning
STRATEGIC COMMUNICATION RESEARCH, PLANNING AND EVALUATION
STC2SCR
2017
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. Write a research report based on a client brief.
- 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(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. 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(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)
- 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. 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(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)
- 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)
Subject options
Select to view your study options…
Melbourne, 2017, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorKevin Brianton
Class requirements
Lecture/SeminarWeek: 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 element | Comments | % | 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 |