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Unit (2020)

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

Web Strategy (WEB278)

Organisational Unit Creative Media, Arts and Design
Credit Points 3
Availability KAPLAN-SGP: TMA-internal
Description This unit explores the theory and practice of online web communication strategy, development and implementation. It provides important principles for understanding the impact of new media on communications disciplines including public relations and marketing. In addition to learning about the use of technology to enhance offline communications strategies, students will learn how to develop campaign plans utilising web communication platforms such as web sites, multimedia and social media for a variety of organisations.
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 to web strategies;
3. Develop, plan and present a web strategy communications proposal to a real life client;
4. Work in small consulting teams to deliver project outcomes; and
5. Develop and apply effective interpersonal communication skills in relation to working as a member of a diverse team.
Timetabled Learning Activities 3 hour seminar for 9 weeks. Weeks 2, 3, 4, 6, 7, 8, 10, 11, 12
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 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 workshops/labs 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 * Assessment in this unit may include:
* Website analysis reports
* Web campaign client proposal
* Presentations
* Exams and tests
* Participation and professionalism
* Online discussions and quizzes

Students receive feedback through in class discussion, written assignments, group work and online assignment feedback and discussion. Assessment and feedback processes are iterative in that each assessment will cumulatively build on the next toward the successful design, development and implementation of a web communication campaign
Prerequisites Nil.
Exclusions Students who have successfully completed MCC278 Web Strategy may not enrol in this unit for credit.
Appears in these Courses/Majors:
see individual structures for context
Web Communication (BA) [New in 2014]
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
Ms Maeve Berry
Lecturer in Strategic Communication

Murdoch Campus
t: 9360 7826
e: M.Berry@murdoch.edu.au
o: 450.4.067 - Education and Humanities, Murdoch Campus
Unit Contacts

Ms Amanda Kendle
P/T Teaching Casual

e: Amanda.Kendle@murdoch.edu.au
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