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.

SchoolHumanities and Social Sciences

Credit points15

Subject Co-ordinatorMark Civitella

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 2 - UG

Available as ElectiveYes

Learning ActivitiesDevelop a research project, write a set of questions related to the project, conduct a focus group, write a report outlining the results; conduct a quantitative survey based on the focus group analysis; write a research report that provides an evidence based valuation of the qualitative and quantitative evidence provided.

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

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.

Subject options

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Start date between: and    Key dates

Melbourne (Bundoora), 2021, Semester 2, Blended


Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMark Civitella

Class requirements

Lecture/SeminarWeek: 30 - 42
One 3.00 hours lecture/seminar per week on weekdays during the day from week 30 to week 42 and delivered via blended.


Assessment elementCommentsCategoryContributionHurdle% ILO*

One Qualitative Research Project (1,200 words equivalent)

N/AOtherIndividualNo30 SILO1

One Quantitative Research Project (1,200 words equivalent)

N/AOtherIndividualNo30 SILO2

PR program (1,600 words equivalent)

N/AOtherIndividualNo40 SILO3