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Unit (2020)

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

Strategic Communication (MCM506)

Organisational Unit Creative Media, Arts and Design
Credit Points 3
Availability MURDOCH: S1-internal
Teaching Timetables Murdoch S1
Description Explore the main theoretical perspectives that inform organisational communication and situate them in relation to the strategic communication skills necessary for those in not-for-profit, public sector and corporate organisations.. Examine the importance of organisational culture and communication with stakeholder groups. Develop the conceptual ability to link the development of organisational goals with communication practices appropriate for the political environment and learn to conduct professional communication within a diverse range of environments
Unit Learning Outcomes On successful completion of the unit you should be able to:
1. Analyse the role of strategic communication in modern organisations
2. Evaluate the concepts of organisation reputation, issues management, organisation branding, image, identity and integrated communication and their application to real life organisational settings
3. Analyse the social responsibilities of organisations in their interactions with stakeholders
4. Explain the importance of theory to the practice of strategic communication
5. Demonstrate academic writing, presentation and research skills at an appropriate level for post-graduate students
Timetabled Learning Activities Seminars that include discussion, group work and presentations: 8 x 3 hours.
Unit Learning Experiences This unit is taught in 24-hours intensive teaching mode. At the in-class sessions students will share the benefits of their own professional experience and insights they have drawn from reading this unit. The sessions will also include student-led discussion and guest presenters.
Other Learning Experiences Reading recommended texts; work in groups.
Assessment Professional Plan, Presentation and Evaluation: Summative, 40%, Group, Plan due mid-term, Pres/Eval due end
Discussion forum: Formative, 10%, Individual, assessment ongoing
Journal Article Critique: Formative, 15%, Individual, due early
Examination: Summative, 35%, Individual, End
Prerequisites Nil.
Exclusions Students who have successfully completed MCC687 Managing Communication or MCC681 Strategic Communication may not enrol in this unit for credit.
Appears in these Courses/Majors:
see individual structures for context
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
Dr Catherine Archer
Lecturer in Public Relations

Murdoch Campus
t: 9360 2188
e: C.Archer@murdoch.edu.au
o: 450.4.061 - Education and Humanities, Murdoch Campus
Unit Contacts

MURDOCH: S1-Internal
Dr Catherine Archer
Lecturer in Public Relations

Murdoch Campus
t: 9360 2188
e: C.Archer@murdoch.edu.au
o: 450.4.061 - Education and Humanities, Murdoch Campus
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