APG5134 · Strategic communications in a digital era

Overview

This unit develops knowledge and skills in strategic communications across public, private and non-profit sectors. In today's world, everyone from politicians, to business leaders, to environmental and human rights groups, look to the fields of communications and media to advance their strategic aims and goals. In a digitally-integrated era, the technologies of global communications are increasingly in everyone's hands. In this unit you draw on case studies, best practice and scholarly research to examine the diverse strategies employed by different actors and organisations to gain public attention and pursue their strategic communication goals, both via digital and traditional communication technologies. Particular emphasis is given to the complexities of designing effective communication strategies alongside distinct ethical considerations that are critical to professional communications.

Areas of study: Master of Marketing and Digital Communications

Offerings

The Handbook publishes no offerings for this unit.

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

Learning outcomes

1. identify and critically analyse the core concepts and theories of strategic communication across public, private and non-government sectors;
2. identify and critically evaluate local and global practices of strategic communications in the digital era in terms of their goals and effectiveness;
3. assess the distinct ethical considerations that apply to strategic communications practice;
4. apply critical thinking skills to practical cases in the field of strategic communications;
5. apply advanced communication, research and analytical skills.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement. See also Unit timetable information

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