INTRODUCTION TO STRATEGIC COMMUNICATION
Credit points: 15
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.
SchoolHumanities and Social Sciences
Subject Co-ordinatorMark Civitella
Available to Study Abroad/Exchange StudentsYes
Subject year levelYear Level 1 - UG
Available as ElectiveYes
Learning ActivitiesMake a public presentation; write an issues management plan; write a press release.
Quota Management StrategyN/A
Quota-conditions or rulesN/A
Minimum credit point requirementN/A
Self sourced or Uni sourcedN/A
Entire subject or partial subjectN/A
Total hours/days requiredN/A
Location of WBL activity (region)N/A
WBL addtional requirementsN/A
Graduate capabilities & intended learning outcomes
Intended Learning Outcomes
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Melbourne (Bundoora), 2021, Semester 1, Blended
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorMark Civitella
LectureWeek: 10 - 22
One 1.00 h lecture per week on weekdays during the day from week 10 to week 22 and delivered via blended.
TutorialWeek: 10 - 22
One 2.00 h tutorial per week on weekdays during the day from week 10 to week 22 and delivered via blended.
Oral presentation of campaign (equivalent to 2,000 words)
|N/A||N/A||No||40||SILO1, SILO2, SILO3, SILO4|
Short written exercise (300 words)
Written essay (2000 words)