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.

SchoolHumanities and Social Sciences

Credit points15

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.

Capstone subjectNo

Subject particulars

Subject rules



Incompatible subjectsN/A

Equivalent subjectsN/A

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Career Ready


Work-based learningNo

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

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.

Subject options

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Start date between: and    Key dates

Melbourne (Bundoora), 2021, Semester 1, Blended


Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMark Civitella

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.


Assessment elementCommentsCategoryContributionHurdle% ILO*

Oral presentation of campaign (equivalent to 2,000 words)

N/AOral presentationIndividualNo40 SILO1, SILO2, SILO3, SILO4

Short written exercise (300 words)

N/AOtherIndividualNo20 SILO2, SILO4

Written essay (2000 words)

N/AAssignmentIndividualNo40 SILO2, SILO4