STRATEGIC COMMUNICATION RESEARCH

STC5SER

2021

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-ordinatorMark Civitella

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 5 - Masters

Available as ElectiveNo

Learning ActivitiesUse various forms of testing to develop effective communication strategies. Write proper research questions, develop question routes . Examine and discuss various research techniques. Conduct focus groups employing laddering technique.

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

Co-requisitesN/A

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

Career-focusedNo

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

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, 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMark Civitella

Class requirements

SeminarWeek: 30 - 42
One 7.00 h seminar per study period on saturday during the day from week 30 to week 42 and delivered via blended.
Fridays from 1 pm to 7 pm and Saturdays from 9 am to 4 pm.

SeminarWeek: 30 - 42
One 6.50 h seminar per study period on any day including weekend during the day from week 30 to week 42 and delivered via blended.
Fridays from 1 pm to 7 pm and Saturdays from 9 am to 4 pm.

SeminarWeek: 30 - 42
One 6.50 h seminar per study period on any day including weekend during the day from week 30 to week 42 and delivered via blended.
Fridays from 1 pm to 7 pm and Saturdays from 9 am to 4 pm.

SeminarWeek: 30 - 42
One 6.50 h seminar per study period on any day including weekend during the day from week 30 to week 42 and delivered via blended.
Fridays from 1 pm to 7 pm and Saturdays from 9 am to 4 pm.

SeminarWeek: 30 - 42
One 7.00 h seminar per study period on saturday during the day from week 30 to week 42 and delivered via blended.
Fridays from 1 pm to 7 pm and Saturdays from 9 am to 4 pm.

SeminarWeek: 30 - 42
One 7.00 h seminar per study period on saturday during the day from week 30 to week 42 and delivered via blended.
Fridays from 1 pm to 7 pm and Saturdays from 9 am to 4 pm.

Assessments

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/AOtherIndividualNo30 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 sources

N/AOtherIndividualNo40 SILO3

Develop an research -based communication plan Students are assessed on their ability to write and deliver a research based RACE report.

N/AOtherIndividualNo30 SILO1, SILO2, SILO3, SILO4