Credit points: 15

Subject outline

This subject demonstrates the links between corporate strategic planning and strategic communication planning and covers the development and evaluation of stakeholder maps, annual strategic communication plans and campaign plans.

SchoolHumanities and Social Sciences

Credit points15

Subject Co-ordinatorKevin Brianton

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 5 - Masters

Available as ElectiveNo

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

Prerequisites Must be enrolled in HUSS Graduate Certificate, Graduate Diploma or Master Degree or through subject coordinator's approval or be enrolled in LMMMT - Master of Marketing Management or LMMKT - Master of Marketing of Master of Business Administration


Incompatible subjectsSTC2SCP OR STC5STA

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 - Critical Thinking and Problem Solving
INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry
PERSONAL AND PROFESSIONAL - Leadership and Teamwork

Intended Learning Outcomes

01. Apply public relations theories and principles to practice.
02. Read and interpret research data as they apply to public relations campaigns.
03. To synthesise high level business knowledge with the principles of public relations in order to create highly effective public relations materials
04. Write clearly, concisely, and convincingly to produce high level documents
05. Formulate an effective communication strategy for any message, in any medium, and in any situation.

Subject options

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Start date between: and    Key dates

City Campus, 2020, Semester 2, Day


Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorKevin Brianton

Class requirements

Seminar Week: 31 - 43
One 7.00 h seminar per study period on any day including weekend during the day from week 31 to week 43 and delivered via face-to-face.

Seminar Week: 31 - 43
One 6.50 h seminar per study period on any day including weekend during the day from week 31 to week 43 and delivered via face-to-face.


Assessment elementCommentsCategoryContributionHurdle% ILO*
Develop a stakeholder map (1000 words equivalent) The stakeholder map is assessed to demined the student's understanding of public relations and it is combined with a full spectrum analysis.N/AN/AN/ANo20 SILO1, SILO2, SILO3, SILO4
Develop a comprehensive communication plan (2500 words equivalent) The communication plan breaks down a communication strategy into situation analysis, goals, objectives, strategies and tactics as well as communication approach and risk analysis. All three types of communication goal area assessed including risk, reputation and task.N/AN/AN/ANo40 SILO1, SILO3, SILO4
Critically evaluating an issues management plan (2500 words equivalent) The student is assessed on their ability to provide a critical assessment of an issues management plan. They must provide a clear understanding of the thinking underpinning the GOST or issue based approach to strategic communication.N/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5