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Unit (2019)

Information on this page, including unit offerings, is from the 2019 academic year.

Communication Strategy and Planning (COM214)

Organisational Unit Creative Media, Arts and Design
Credit Points 3
Availability MURDOCH: S2-internal
DUBAI-ISC: TJD-internal, TSD-internal
Teaching Timetables Murdoch S2
Description This unit explores the theory and practice of communication strategy, planning, development and implementation from contemporary perspectives. It provides important principles for understanding the impact of digital and social media on communications disciplines. Students interrogate the complexities of strategic communication through class discussion, case studies and readings on critical, ethical, rhetorical and discourse theories. Students research and develop strategies, putting into practice ideas about developing reciprocal relationships between an organisation and its diverse stakeholders and publics.
Unit Learning Outcomes On successful completion of the unit you will be able to:
1. Interrogate and discuss the theoretical approaches that inform practice in the international field of strategic communication and its related disciplines;
2. Develop and apply strategies to communication plans for a range of organisations;
3. Develop, plan and present a strategic communication proposal in response to a brief; and
4. Develop and apply effective interpersonal communication skills.
Timetabled Learning Activities 3 hour seminars x 8 weeks. Seminars start in Week 2.
All offerings of this unit include the equivalent of 30 hours of structured learning.
Unit Learning Experiences The approach to learning in this unit is iterative and case study based in which students will learn and critique the process of researching, designing, writing and presenting a communications campaign strategic plan and proposal. Students will collect research data and present their findings in an appropriate and professional manner. The seminars involve the real-time analysis of live communication campaigns. Students will also experience practice-oriented teaching based on real-world case studies and action-learning projects that ensures a tight integration of theory and practice.
Other Learning Experiences Students are expected to read additional technical and academic articles, analyse contemporary communication campaigns and follow issues in the news and online media as part of their class and assessment preparation.
Assessment Critical Essay - 2,000 words, individual, summative, mid teaching period, 25%.
Strategic Communications plan - 2,000 words, formative and summative, early and end teaching period, 30%.
Exam - 1,000 words, summative, end teaching period, 30%.
Participation - In class and online participation including group class discussion leadership - Summative, individual, group work, throughout teaching period, 15%.
Each assessment is designed to develop the students' understanding of how theory is applied to the practical application of communication strategies to achieve organisational goals in complex ethical, cultural, economic, political and legal contexts.
Prerequisites Nil.
Exclusions Students who have completed PRO204 Public Relations Strategy may not enrol in this unit for credit.
Appears in these Courses/Majors:
see individual structures for context
Strategic Communication (BCommun) [New in 2018]
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.


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