INTRODUCTION TO STRATEGIC COMMUNICATION

STC1ISC

2020

Credit points: 15

Subject outline

This subject provides an introduction to strategic communication for students undertaking the Bachelor of Media and Communication (Public Relations) and focuses on the relationship between advertising, public relations, journalism, and marketing in the theory and practice of strategic communication. It will provide students with grounding in the basic concepts employed by strategic communication practitioners. 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.

School: Humanities and Social Sciences (Pre 2022)

Credit points: 15

Subject Co-ordinator: Natalie McKenna

Available to Study Abroad/Exchange Students: Yes

Subject year level: Year Level 1 - UG

Exchange Students: No

Available as Elective: No

Learning Activities: N/A

Capstone subject: No

Subject particulars

Subject rules

Prerequisites: N/A

Co-requisites: N/A

Incompatible subjects: N/A

Equivalent subjects: N/A

Quota Management Strategy: N/A

Quota-conditions or rules: N/A

Special conditions: N/A

Minimum credit point requirement: N/A

Assumed knowledge: N/A

Career Ready

Career-focused: No

Work-based learning: No

Self sourced or Uni sourced: N/A

Entire subject or partial subject: N/A

Total hours/days required: N/A

Location of WBL activity (region): N/A

WBL addtional requirements: N/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing

COMMUNICATION - Cultural Intelligence and Global Perspective

INQUIRY AND ANALYSIS - Creativity and Innovation

INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving

INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry

PERSONAL AND PROFESSIONAL - Adaptability and Self-Management

PERSONAL AND PROFESSIONAL - Ethical and Social Responsibility

PERSONAL AND PROFESSIONAL - Leadership and Teamwork

Intended Learning Outcomes

01. Deliver effective presentations to work teams, clients, and publics.

02. Synthesise principles of public relations in order to create effective public relations campaigns.

03. Work effectively as a member of a team

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

Melbourne (Bundoora), 2020, Semester 1, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Natalie McKenna

Class requirements

LectureWeek: 10 - 22
One 1.00 hour lecture per week on weekdays during the day from week 10 to week 22 and delivered via blended.

TutorialWeek: 10 - 22
One 2.00 hours tutorial per week on weekdays during the day from week 10 to week 22 and delivered via blended.

Assessments

Assessment element	Comments	Category	Contribution	Hurdle	%	ILO*
Oral presentation of campaign (equivalent to 2,000 words)	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO3, SILO4
Short written exercise (300 words)	N/A	N/A	N/A	No	20	SILO2, SILO4
Written essay (2000 words)	N/A	N/A	N/A	No	40	SILO2, SILO4