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STRATEGIC COMMUNICATION PRACTICES

STC2SCP

2020

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: 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 2 - UG

Available as Elective: No

Learning Activities: N/A

Capstone subject: No

Subject particulars

Subject rules

Prerequisites: Completion of STC1ISC or STC1WSC or MAC1WFM or subject coordinator approval

Co-requisites: N/A

Incompatible subjects: STC5ATS

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
DISCIPLINE KNOWLEDGE AND SKILLS
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 - Ethical and Social Responsibility

Intended Learning Outcomes

01. To compose written public relations materials in a logical, coherent, concise, and appropriate format.
02. To apply basic public relations theories and principles to practice
03. To synthesise broader business knowledge with the principles of public relations in order to create effective public relations materials.

Melbourne (Bundoora), 2020, Semester 1, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Subject Instance Co-ordinator: Natalie McKenna

Class requirements

Lecture/SeminarWeek: 10 - 22
One 3.00 hours lecture/seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*

Client proposal (1200 words equivalent)The assessment aims to look at problem/opportunity matrix for proposals. It is assessed on creative approaches to the proposal.

N/AN/AN/ANo30SILO2

Communication Plan (1600 words equivalent)The plan breaks down a communication plan into situation analysis; communication approach; goals; objective and strategies. It is assessed on the ability to provide a structured approach to communication planning.

N/AN/AN/ANo40SILO3

One Essay (1200 words equivalent)The essay looks at a critical analysis of the Mahoney/Smith approach to communication planning based on a selected case study.

N/AN/AN/ANo30SILO1