Credit points: 15

Subject outline

Strategic Communications Research will examine the full spread of research methods used in strategic communication. 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. 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. This subject provides an understanding of workplace based research practices in the context of strategic communication, including research design, qualitative and quantitative research methods and report writing.

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 subjectYes

Subject particulars

Subject rules

Prerequisites Must be enrolled in HUSS Graduate Certificate, Graduate Diploma or Master Degree; OR the Public Relations elective group in LMMMT - Master of Marketing Management or LMMKT - Master of Marketing or Master of Business of Master of Business Administration #; OR through subject coordinator's approval


Incompatible subjectsSTC5RES

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
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 - Leadership and Teamwork

Intended Learning Outcomes

01. Apply research theories and principles to practice.
02. Compose written public relations research materials in a logical, coherent, concise, and appropriate format.
03. Synthesise broader knowledge with the principles of public relations in order to create effective public relations report.
04. Use qualitative research to identify and use effective emotional based messages.

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 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.
"Fridays from 1 pm to 7 pm and Saturdays from 9 am to 4 pm."

Seminar Week: 31 - 43
One 7.00 h seminar per study period on saturday during the day from week 31 to week 43 and delivered via face-to-face.
"Fridays from 1 pm to 7 pm and Saturdays from 9 am to 4 pm."


Assessment elementCommentsCategoryContributionHurdle% ILO*
Develop and implement a qualitative and quantitative research project (1700 words equivalent) Students are assessed on their ability to perform a focus group using the laddering technique.N/AN/AN/ANo30 SILO1, SILO2, SILO4
Present the findings of the research (1600 words equivalent) Students are assessed on their ability to present research from a variety of sourcesN/AN/AN/ANo40 SILO3
Develop an research -based communication plan Students are assessed on their ability to write and deliver a research based RACE report.N/AN/AN/ANo30 SILO1, SILO2, SILO3, SILO4