Handbook Public View

This page displays current curriculum information. For staff view, please login

Unit (2020)

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

Web Strategy (MCM502)

Organisational Unit Creative Media, Arts and Design
Credit Points 3
Availability MURDOCH: S1-internal
Teaching Timetables Murdoch S1
Description This unit explores the function and form of communications strategy in the web environment by analysing the impact of the Internet - in particular websites, social media and mobile communication technology - on the way that organisations interact with stakeholders and audiences in the online public sphere. Students will engage with public relations, marketing communication and Internet theory in order to research, develop and implement strategy in real time for real life projects.
Unit Learning Outcomes On successful completion of the unit you should be able to:
1. Develop and apply web strategies to communication plans for individuals, non-profit and small business;
2. Develop and apply the principles of search engine optimisation and research analytics to web strategies;
3. Develop, plan and present a web strategy communications proposal to a real-life client;
4. Work in small teams to analyse and discuss complex conceptual ideas; and
5. Apply high level critical and creative thinking skills to complex online communication scenarios.
Timetabled Learning Activities Seminars/workshops: delivered in intensive teaching mode (24 hours contact time), which may include evenings and weekends. Students will complete assignments independently in consultation with teaching staff.
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 web communications campaign strategic plan and proposal for a real life client. Students will collect research data and present their findings in an appropriate and professional manner. The seminars/workshops involve the real-time analysis of the web and web communications 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.

Assessment Assessments may include:
* Web Analysis reports
* Web Campaign proposals
* In class concepts tests
* In class and online participation including group class discussion leadership
* Online discussions and quizzes
Assessment and feedback are iterative in that each assessment will build on the next toward the successful design, development and implementation of an online communication campaign. Students receive feedback through in class discussion, written assignments, group work and online assignment feedback and discussion.
Prerequisites Enrolment in a graduate-level course.
Appears in these Courses/Majors:
see individual structures for context
Graduate Certificate in Design Thinking (GradCertDesThink)
Graduate Diploma in Design Thinking and Service Innovation (GradDipDesThink&SvcInnov)
Graduate Diploma in Games and Apps Production (GradDipGamesAppsProd) [New in 2016]
Graduate Diploma in Health Communication (GradDipHthComm) [New in 2016]
Graduate Diploma in Web Communication (GradDipWebComm) [New in 2015]
Master of Communication (MCommun)
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.


Unit Coordinator
Mrs Renae Desai

Murdoch Campus
t: 9360 6202
e: R.Desai@murdoch.edu.au
o: 450.4.065 - Education and Humanities, Murdoch Campus
Unit Contacts

MURDOCH: S1-Internal
Mrs Renae Desai

Murdoch Campus
t: 9360 6202
e: R.Desai@murdoch.edu.au
o: 450.4.065 - Education and Humanities, Murdoch Campus
Fee Calculator
Handbook help
Information for Students


The University reserves the right to cancel, without notice, any course, major, minor or unit if the number of students enrolled falls below limits set by the University.

Regulations and Rules

Students should ensure they are familiar with the University's internal legislation, including provisions specifically relevant to their studies. See the University Regulation overview and view legislation online.