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Major (2020)

Information on this page, including unit offerings, is from the 2020 academic year.

Strategic Communication (BCommun)

  • B1342BACHELOR OF COMMUNICATION

  • Course Outline
  • Course Structure
  • Fees
  • Course Plans
Title Strategic Communication (BCommun)
Course Code B1342
Study Level Bachelor (Undergraduate)
Organisational Unit Creative Media, Arts and Design
Academic Contacts

Academic Chair: Dr Catherine Archer | Email: C.Archer@murdoch.edu.au | Tel: 9360 2188

Qualification Bachelor of Communication (BCommun) in Strategic Communication
Duration 3 years full-time or part-time equivalent
Availability Murdoch campus (internal)
Murdoch University Dubai (UAE) ['DUBAI-ISC'] (internal)
Description Do you want to be a strategic communicator in a diverse and global world? Do you want to your put learning into practice? In this major, you will learn how to communicate and engage with various stakeholders, audiences and publics by:
* Managing social media
* Enacting digital platforms
* Writing for traditional and social media
* Developing public relations (PR) and communications strategies for real life organisations
* Applying skills to a diverse range of contexts including web communication, creative production and news media
* Creating and producing content
* Cultivating creativity, innovation and entrepreneurial skills
* Conducting research, analysis and evaluation.
You will explore Australian and international theories and practices, with an emphasis on ethical communication and critical thinking.
In the Bachelor of Communication you will learn how modern communication works across the globe and be able to apply that knowledge to seek employment in this field. You will be introduced to key concepts and practices in communication, and will develop digital media skills and critical thinking skills that you can apply as a professional communicator. You will be able to write and present professionally, take a global perspective on issues, argue effectively, act ethically and work cooperatively. Students can choose to concentrate on majors in Global Media and Communication, Strategic Communication or Journalism (or a combination). These fields offer you the opportunity to create media productions, deal with clients, tackle communication issues and work with industry.
Admission Requirements: Onshore course offerings As per normal undergraduate admission requirements.

English competence. Students demonstrating English competence via IELTS need an overall score of 6.0 with no individual band less than 6.0.
Major Learning Outcomes In addition to the learning outcomes for the Bachelor of Communication:
1. Graduates of Strategic Communication demonstrate knowledge of, and
ability to apply principles and concepts of strategic communication to
various contexts.
2. Graduates of Strategic Communication will develop strategic
communication skills, both individually and in teams, by demonstrating the
use of creative techniques and methodologies toward the creation of
communication solutions for multiple organisations in various written and
oral formats.
3. Graduates of Strategic Communication gather, synthesise and critically
evaluate ideas and information from a range of sources demonstrating
analytical, creative and conceptual thinking utilising a variety of methods
for research and practice appropriate to the discipline.
4. Graduates of Strategic Communication recognise and work within the
creative process to develop strategies for communication campaigns.
5. Graduates of Strategic Communication recognise that strategic
communication plays an important role in the development and
application of social and cultural communication discourse.
6. Graduates of Strategic Communication apply their skills by synthesising
personal, group, industry, client and organisational viewpoints towards
successful implementation of projects.
7. Graduates of Strategic Communication will take personal, professional and
social responsibility by recognising the relevant and required ethical
conduct and behaviour within the strategic communication industry and
demonstrating capacity for working responsibly and safely.
8. Graduates of Strategic Communication recognise that their discipline
works within an industry context that impacts on, and is influenced by,
other disciplines.
Course Learning Outcomes 1. Gather and analyse media and communication research and practice in
local, regional, international and global contexts
2. Synthesise theoretical perspectives of media and communications issues
and apply to changing dynamics in the field
3. Demonstrate ethical thinking in interpersonal, social and professional
contexts
4. Demonstrate relevant critical, professional and technical skills using
traditional and digital media for employment in the relevant discipline
5. Demonstrate cognitive flexibility by applying creative, technical and critical
thinking skills to address complex communication and media issues
6. Communicate and engage with a range of audiences, stakeholders and
publics through media and communication platforms using voice, text,
sound and image
Employment Prospects Graduates may follow careers in strategic communication, public relations and specialised areas such as social media management, public affairs, community relations, media liaison, health communication, corporate communication, government communication, not-for-profit communication, advocacy, stakeholder and community engagement, content planning and creation, web, digital and online communication.
Recommended Double Majors Global Media and Communication; Human Resources Management; Journalism; Management; Marketing; Tourism and Events
Professional Accreditation The Major has been designed in accordance with requirements for accreditation by the Public Relations Institute of Australia (PRIA).
Main research areas Strategic communication, Communication, Public relations, International public relations, Social media, Digital and web communication, Storytelling, Media Relations, Critical communication, History of Public Relations, Public Relations in contemporary society
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.

Course Structure - 72 credit points

Year 1 - 24 credit points

Murdoch Spine: Career Learning - 3 credit points

MSP100 Career Learning: Managing Your Career - 3 points
MURDOCH: S1-external, S2-external
DUBAI-ISC: TJD-internal, TMD-internal, TSD-internal

Course Core Units - 9 credit points

The following four units are required to be completed by all students. At least one of these units will be specified in your major. You must complete the remaining units from the list below to satisfy the Course requirements. Where you choose to do two majors of the Bachelor of Communication, you will be required to choose the remaining units from the list below.

COM100 Thinking Communication - 3 points
MURDOCH: S1-internal, S1-external
DUBAI-ISC: TMD-internal, TSD-internal

COM101 Social Media - 3 points
MURDOCH: S2-internal
DUBAI-ISC: TJD-internal, TSD-internal

COM105 Critical Web Literacy - 3 points
MURDOCH: S1-internal
DUBAI-ISC: TJD-internal, TSD-internal

COM109 Introduction to Digital Media Skills - 3 points
MURDOCH: S1-internal, S2-internal
DUBAI-ISC: TMD-internal

Major Core Units - 6 credit points

COM107 Strategic Communication - 3 points
MURDOCH: S1-internal, S1-external
DUBAI-ISC: TMD-internal

COM109 Introduction to Digital Media Skills - 3 points
MURDOCH: S1-internal, S2-internal
DUBAI-ISC: TMD-internalOR

GRD118 Introduction to Graphic Design - 3 points
MURDOCH: S2-internal

NOTE: Students must complete GRD118 if they wish to take GRD263 Web Design as a specified elective option in Year 3.

General Electives or Second Major - 6 credit points

Select from any 100-level units offered by the University, subject to individual unit prerequisites. Students are advised to consider using General Elective points to meet the requirements of a second major or minor. Any recommended double majors and minors will be included in the major's description.

Year 2 - 24 credit points

Murdoch Spine: Career Learning - 3 credit points

Select from the following:

MSP200 Building Enterprise Skills - 3 points
MURDOCH: S1-external, S2-external
DUBAI-ISC: TJD-internal, TMD-internal, TSD-internal

MSP201 Real World Learning - 3 points
MURDOCH: S1-external, S2-external, SUM-external, W-external, Y-external
DUBAI-ISC: TMD-internal, TSD-internal

COM203 Consulting and Freelancing - 3 points
MURDOCH: S1-internal, S2-internal
DUBAI-ISC: TMD-internal

Course Core Unit - 3 credit points

COM200 Communication Research - 3 points
MURDOCH: S1-internal, S1-external
DUBAI-ISC: TJD-internal, TSD-internal

Major Core Units - 9 credit points

COM202 Content Creation - 3 points
MURDOCH: S1-internal
DUBAI-ISC: TMD-internal

COM215 Public Relations in Society - 3 points
MURDOCH: S1-internal
DUBAI-ISC: TJD-internal, TSD-internal

COM214 Communication Strategy and Planning - 3 points
MURDOCH: S2-internal
DUBAI-ISC: TMD-internal

General Electives or Second Major - 9 credit points

Select from any 200- to 400-level units offered by the University, subject to individual unit prerequisites. Students are advised to consider using General Elective points to meet the requirements of a second major or minor. Any recommended double majors and minors will be included in the major's description.

Year 3 - 24 credit points

Murdoch Spine: Career Learning - 3 credit points

Select from the following:

MSP201 Real World Learning - 3 points
MURDOCH: S1-external, S2-external, SUM-external, W-external, Y-external
DUBAI-ISC: TMD-internal, TSD-internal

COM306 Specialist Communication - 3 points
Not available this year

COM313 Campus Radio - 3 points
MURDOCH: S1-internal

COM308 Professional Internship - 3 points
MURDOCH: S1-placement, S2-placement, SUM-placement, W-placement

Course Core Unit - 3 credit points

COM300 Communication Project - 3 points
MURDOCH: S2-internal
DUBAI-ISC: TSD-internal

Major Core Units - 6 credit points

COM345 Issues and Crisis Management - 3 points
MURDOCH: S1-internal
DUBAI-ISC: TJD-internal, TSD-internal

COM307 Campaign Management - 3 points
MURDOCH: S2-internal
DUBAI-ISC: TMD-internal

Major Specified Elective - 3 credit points

Select from the following:

COM302 Web Analytics - 3 points
MURDOCH: S1-internal
DUBAI-ISC: TMD-internal

GRD263 Web Design - 3 points
MURDOCH: S1-internal, S2-internal

General Electives or Second Major - 9 credit points

Select from any 200- to 400-level units offered by the University, subject to individual unit prerequisites. Students are advised to consider using General Elective points to meet the requirements of a second major or minor. Any recommended double majors and minors will be included in the major's description.

No course plans are available for this course in 2020.

To check other years, go to the Course Plans site.

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