STRATEGIC COMMUNICATION RESEARCH, PLANNING AND EVALUATION

STC2SCR

2020

Credit points: 15

Subject outline

Strategic Communications Research will examine the full spread 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, strategies and tactics and round off the exercise with proper evaluation of these campaigns.

School: Humanities and Social Sciences (Pre 2022)

Credit points: 15

Subject Co-ordinator: Kevin Brianton

Available to Study Abroad/Exchange Students: Yes

Subject year level: Year Level 2 - UG

Exchange Students: No

Available as Elective: No

Learning Activities: N/A

Capstone subject: No

Subject particulars

Subject rules

Prerequisites: STC1ISC

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

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

Intended Learning Outcomes

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

02. Develop and conduct a quantitative survey based on the focus group.

03. Apply basic public relations theories and principles to practice to write a research report based on qualitative and quantitative analyses.

Melbourne (Bundoora), 2020, Semester 2, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Kevin Brianton

Class requirements

Lecture/SeminarWeek: 31 - 43
One 3.00 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	Category	Contribution	Hurdle	%	ILO*
One Qualitative Research Project (1,200 words equivalent)	N/A	N/A	N/A	No	30	SILO1
One Quantitative Research Project (1,200 words equivalent)	N/A	N/A	N/A	No	30	SILO2
PR program (1,600 words equivalent)	N/A	N/A	N/A	No	40	SILO3