AMG5366 · Digital age and strategic communications

Overview

This unit will build your knowledge and skills in strategic communication across public, private and non‑profit sectors. In an era where global, digitally integrated communication technologies are in virtually everyone’s hands, a wide range of actors—from politicians and business leaders to environmental and human rights organisations—now rely on media and communication practices to advance their strategic aims. Drawing on case studies, best‑practice examples and scholarly research, you will explore how different individuals and organisations design and deploy communication strategies to capture public attention and pursue their goals through both digital and traditional media. You’ll place particular emphasis on the challenges of crafting effective strategies while navigating the ethical considerations that underpin responsible, professional communication.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. explain and interpret key concepts and theoretical frameworks that underpin strategic communication in public, private and non‑government contexts;
2. critically assess how strategic communication is practiced locally and globally in the digital era, evaluating both the intended goals and the effectiveness of these approaches;
3. identify and appraise the ethical considerations that shape responsible strategic communication practice;
4. use critical thinking to analyse and respond to real‑world cases and scenarios within the field of strategic communication.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per teaching period typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.